This report analyzes and evaluates the marketing concepts and strategies of YARDLEY, a British company dealing in cosmetics and fragrances. It highlights the roles and responsibilities of the marketing function and examines the interrelationships with other functional units. The report also analyzes the marketing mix strategies of YARDLEY and compares them with its major competitor. Furthermore, it formulates a marketing plan for YARDLEY, focusing on its company overview, vision, mission, strategic objectives, SWOT analysis, STP, marketing mix, and monitoring and controlling measures.