logo

Marketing Management of Debenhams

   

Added on  2020-10-22

15 Pages4889 Words396 Views
MARKETING MANAGEMENT

ContentsINTRODUCTION...........................................................................................................................31. Introduction of the company and industry...............................................................................32. The external analysis of Debenhams company.......................................................................43. Marketing mix of Debenhams Plc...........................................................................................94. Use of STP in order to analyse the gap between company’s present marketing strategy andexternal environment :...............................................................................................................11CONCLUSION..............................................................................................................................13REFERENCES..............................................................................................................................14

INTRODUCTIONMarketing management is a basic organisation discipline which is focused on implication ofdifferent methods and techniques of market orientation. Marketing is a process of creatingawareness and meeting needs of customers to serve satisfactory experience. Present study willoutline marketing audit of Debenhams which is British multinational retailer has its stores acrossIreland and UK but has global presence with franchise outlets worldwide. The report willoutline overall market attractiveness of company on the basis of market audit which will be donewith the help of Swot, Pestle and competitor analysis with the help of Porter five Forces. Further,assessment will cover review marketing mix of organisation which will help in developingunderstanding over products, pricing and promotion strategies of firm. Also, it will derivedifferent brands of Debenhams for different target markets which will help in outlining differentcommodities offered by firm to different segments. In last study will specify new marketing mixactions to overcome gap between present external environment and market strategy company.1. Introduction of the company and industryCompany backgroundDebenhams is a multinational retail company in United Kingdom. The company was foundedin 18 century in London now it has 178 stores across the UK, Ireland and Denmark. The founderof the Debenhams was William Debenhams. It offers the various product like household items,cosmetics, electronic, clothing and furniture. Headquarter of Debenhams is in London Boroughof Camden. The subsidiaries company of Debenhams is Debenhams Ireland and Magasin duNord. The business was started in 1778 by William Clark. Debenhams introduce various product and services in the market to capture the consumerattention, increase their profit and production. The various brands in the store are oasis, phaseeight, coast and warehouse. Government provide concessions to the brands of the Debenhams. Itdo variety of experiments to spread their brand. In 2014, it started a trial in Southsea and Harrowstores about the sports direct concessions that if they get success than it will be expanded in other

stores. This trial increases their purchases. In 2016 they shifted their focus from clothing items tobeauty product, gifts and food items (Thompson, and McLarney, 2017). They hire some newemployees to work on their new projects. The stores in Denmark traded by the brand name Magasin du Nord. Ireland store are operatedunder the Debenhams Ireland. They used the franchisee method to explore their business andincrease their productivity and the profitability of the organization. The franchisee also promotetheir brand name and increase their popularity in the market. The competitive company of Debenhams are Walmart, Sainsbury, Morrison and Tesco. Theyuse various promotional and competitive strategy to promote their product and increase theirsales in the market. The large share of market of UK are captured by this retail companies. The revenue generated by the company at the end of 2018 was 2277 million pound. Theoperating income and net income of Debenhams was 43.4 million pound and 461 million pounda respectively at the end of 2018. It is a private limited company who subscribe its share throughthe public. It also enjoy various privileges by the government like concessions on the variousbrand.Industry background The business of Debenhams comes under the retail industry. The aim of retail industry isto sale their product and services to the consumer for the consumption and use rather than toresale the product and services. They sale their product through the various ways like door todoor selling, market stalls, supermarket, stores, shops, departmental stores, and through internetretailers. Retail industry provide varied working environment to the various organization whichare comes under retail. Retail industry is one of the largest private sector in UK. Retailcompanies are different from the industrial companies. Retail companies never produce thetangible products. They purchase their product from the different merchandise and then resalethe products to the consumer or end users.2. The external analysis of Debenhams companyMarketing audit : marketing audit refers to review of marketing plan, methods, strategies and thevarious activities performed in the organization. The goal of the marketing audit is to analyze theworking of the organization and how they work to run their business and identify those areas

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Principles and Practices of Marketing
|15
|4081
|25

Promotional Mix and Activity of Debenhams | Principles and Practices of Marketing
|9
|3450
|41

Marketing Audit Report for Debenhams
|13
|3157
|59

Business Environment of Debenhams PLC | Report
|14
|5207
|249

International Business Strategy for Debenhams
|15
|4012
|414

Retail Theory and Practice
|10
|3117
|66