Marketing Plan Analysis for John Lewis Partnership

The assignment is an analysis of the marketing plan for John Lewis Partnership, with a focus on the retail sector. It discusses the usage of marketing research, segmentation, and advertising as part of the analysis, and identifies the importance of marketing mix and various marketing strategies. The document also highlights the need to revisit and update business plans on a daily basis as the business evolves.

Running head: MARKETING MANAGEMENT
Marketing Management
(John Lewis Partnership)
Name of the student:
Name of the university:
Author Note

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Executive summary
In the following study basic objectives and recommendations of retail industries considering John
Lewis Partnership is considered. It has analyzed current marketing situations, targeted market and its
position. The marketing plans for the company are recognized through various action programmers
and measures to be used for measuring performance and monitoring progression. Lastly, those steps
are show through an Excel Chart.

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Table of Contents
1. Introduction:......................................................................................................................................3
2. Current marketing situation:..............................................................................................................3
2.1. Target market and John Lewis’ position:...................................................................................3
2.2. Major segments for John Lewis Furniture:.................................................................................3
2.3. Review of competition, a review of the company’s marketing mix for John Lewis:.................4
3. Threats and opportunities analysis:...................................................................................................4
4. Marketing strategy:............................................................................................................................6
4.1. Creating value for customers:.....................................................................................................6
5. Action programs:...............................................................................................................................6
5.1. Examples on how those marketing strategies have turned into particular action program for
the company:......................................................................................................................................7
5.2. Controls that must be used for monitoring progress and measure performance:.......................9
6. Conclusion:......................................................................................................................................11
7. References:......................................................................................................................................13

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1. Introduction:
John Lewis Partnership is a popular retail company at U.K. targeting business markets and
consumers. Their core marketing principles and practices involves meeting the necessities of
customers (Knowledge, 2018). The following report intends to identify the usage of marketing
segmentation, advertising and research as an integral part of their productive areas.
The report analyzes primary goals and recommendations, present marketing situation, target
market and position of the organization. Further, marketing objectives are identified along with
action programs and controls to be used to measure performance and monitor the progress. The steps
to be undertaken are been illustrated using an Excel chart.
2. Current marketing situation:
2.1. Target market and John Lewis’ position:
John Lewis Partnership has been serving as the link between consumers and manufacturer
and trying to develop communication with the retail customers. It has been improving sales target
and providing effective customer service and building a good image in front of common people.
Further, they have been improving social responsibility and serving various markets (Westwood
2016). However, they have intended to convert their visitors to buyers and receive fast feedback
regarding merchandise sells and different consumer services offered.
2.2. Major segments for John Lewis Furniture:
At present, John Lewis Partnership has been operating a single manufacturing known as
“Herbert Parkinson” situated at Darwen. The firm was established as a weaver dealing with jacquard
fabrics and then possessed by “The Partnership”. Herbert Parkinson is involved in producing own-

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brand curtains and fabrics of John Lewis and various filled furnishing products like pillows and
cushions.
Further this partnership also owned two more textile production. Next “Apex Textiles” was
formed to but Jon Lewis’ business. “The Partnership” then announced their intention to retain the
two businesses as primary suppliers as they have been under a new ownership and agreements
(Christensen et al. 2016).
2.3. Review of competition, a review of the company’s marketing mix for John Lewis:
One of the biggest competitors for John Lewis is Tesco. This is the biggest retailer situated at
U.K. possessing over 3000 outlets. It is able to use their store network as efficient click-and-collect
destinations. Those incremental developments have been helping to decrease spends at every visit
which is an advantage for John Lewis. This growth has now been supported through initiatives
revisiting some broader customer trends like tackling food waste and supporting a healthier living
and eating.
3. Threats and opportunities analysis:
The threats are discussed below:
Ransomware John Lewis has opened up various points of access. This has made them
vulnerable towards cyber attacks. Thus, the hackers have targeted the
company to gain their access to sensitive data pertaining to customers
(McDonald and Wilson 2016).
Rise in integration
with Internet of
Things
With numerous devices connected to John Lewis’ network, risk to have
unguarded entry points of the system rises. Some cyber experts have referred
this as “Internet of Vulnerabilities, as proper measures to shield from those

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attacks are not undertaken.
Mobile security With the increase in usage of same by employees at office, John Lewis
network has been under a deluge of connections. Few of them has been a
host to malicious malware.
Insecure data John Lewis has been consistently gathering data for making customer
experience more meaningful and personalized. However, it has presented a
window for hackers in stealing data.
Reactive and slow
responses
Not upgrading security software, lack of policy has been preventing internal
breaches and further absence of constant monitoring has been some practices
that John Lewis has needed to weed out (Lee 2016).
Opportunities for John Lewis are demonstrated below.
Revaluating
teams and
acquiring proper
talent
Various profound changes in the way their consumers have been buying from
and communicating with retailers have forced them to re-evaluate workforces
including skills needed to truly turn into a customer-centric one.
Articulating
brand purpose
John Lewis has the scope to establish brand purpose helping them to establish
emotional connection for their shoppers.
Reinventing
stores
Majority of global retail sales have been taking place at mortar and brick
stores, However, John Lewis require the reason to go out their way and walk to
their donor, They must offer something of value better and different that they
get over Internet (Kelly 2017).

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4. Marketing strategy:
4.1. Creating value for customers:
Considering
customer’s
perspective
It starts with the capability to see business from the eyes of customers.
Consistently
working to develop
customer
satisfaction
Lack of customer satisfaction is the sure-fire method to keep people from
returning back.
Implementing
marketing models
in their strategy
Using popular marketing models help to undertake shapes.
However, there are particular strategies for every marketing mix. For example John Lewis
must never underestimate value of free resources. This can be a printable PDF, company branded
calendar, free guide and free resources to develop showcase and developing added value (Kolb
2016). The ability of their brand has been offering a little something extra to the customers. Further,
free resources have been serving as a helpful tool to grow brand awareness and expose their target
market to different services and products.
5. Action programs:
In order to indulge into logistics of various action programs, it has been useful to define the
ides of customer loyalty program. This is the marketing program rewarding members with purchase

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incentives. The programs have been incentivizing and tracking various purchasing behaviors and
rewarding customers for their loyalty to specific brand. John Lewis have used these programs in
attracting latest customers (Beltrán Fuentes 2017). However, they have been also using powerful
customer retention tools. This is because they have been motivating their present customers to stay
engaged and spend more.
5.1. Examples on how those marketing strategies have turned into particular action program
for the company:
The various examples are demonstrated below.
Promotional
Pricing
John Lewis has been aware of the power of giving discounts to products to
raise demand. It is seen from various researches that items priced at 40
dollars have been selling more that cheaper price point at 30 dollars.
Researchers have been showing this as a major motivator as they perceived
value and price of these options remaining the same (Spiegelhoff 2016).
Leveraging
Point-of-
purchase
Displays
First example of this is speed bump. As any prospective customers have been
closing to the end of their purchasing journey, John Lewis can draw attention to
products that could have missed. The next one is dump bin. These bins are full
of products strategically placed in eliciting curiosity in consumers and get them
in dig in and find the item.
Getting most out
of Loyalty
programs
John Lewis has been getting new customers that have been costing lots of time,
effort and money. This instance can help the firm to provide great customer
service and develop customer loyalty programs. This must get their customers
to return back in a far efficient and profitable manner as a retailer (Llopis
Asensio 2016). However, John Lewis might not possess big-box retailer budget

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in launching full-out customer loyalty program the rest is assured. Moreover,
there are some great alternatives that can also happen to turn into cost-effective
also.
To achieve all the above John Lewis must track all their retail promotion efforts from the
initiates of their business analysts. For retrieving most of the benefits, from running retail promotion
campaign, John Lewis must their sale percentages originating from promotional campaign
(Blakeman 2018). They must be able to design tracking of codes or otherwise can discount those
codes for certain products under their POS systems and create report for seeing how efficiently they
are done since the initial launching of the campaign.
Another vital component is to set timeline for every campaign. This can encourage customers
of John Lewis to react faster and help them to look at various promotions from a seasonal point of
view (Hongisto et al. 2016). This must also be helpful to be far more strategic and provide enough
time for planning all the things to development ensure that efforts are not wasted.
Thus, John Lewis can move forward with their promotions of retail during foot traffic and
sales. Though this has not been a comprehensive move, however retailer like John Lewis can utilize
that drive foot traffic. Thus these aforementioned methods can offer a strong place to start.
As a retailer John Lewis’s perpetual concerns has been driving sales. As one just get started
on entrepreneurial journey, they must likely have some big queries. First of all they must determine
how they can entice people in buying more from stores. Next they must determine what they must do
while customers make purchases more frequently in higher volume (Reboll Rausell 2015). Next they
must determine how they can boost business while the slow hours go on.

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Whatever might be their goals as a retailer, through developing time-sensitive in-store
promotions and possessing good grasp on target customer demographic they able to incentivize
proper actions. Thus they must get customers to respond and develop their business under that
process. In this way, as John Lewis understands the power of the above promotions discussed, they
can integrate them to their sales strategy spurring more revenue (West, Ford and Ibrahim 2015).
Thus, the next time they stuck on how they can raise sales, they get new customers or otherwise
retain current ones. In this way they have no trouble turning to perfect promotion strategy for their
goal.
5.2. Controls that must be used for monitoring progress and measure performance:
It must be reminded by John Lewis that they have never just measuring performance. They
are also meant to make progress. Further, they have been measuring other things also like
monitoring processes, modifying behaviors and celebrate achievements. Hence for little side-step to
usual performance measurement stuff, one must explore world of progress monitoring. Progress has
been to results and actions. Thus it is essential to be aware how well they have been implementing
their actions for reaching goals (Au 2015). Moreover, progress can take place at any moment or it
might take time. This has been helpful to know how they have been doing at the particular moment.
Further, it has been helpful to know what level they have been capable to hold in due time. This has
not been actually the question of what progress measure John Lewis must use. However, they must
be aware how to utilize them such that they can support each other (Camilleri 2018). This discipline
has created habits that have made their activities easier for sustaining at upper levels. This has been
making tangible progress towards different goals. Proper activity progress has been helping to
sustain better performances and it has been providing more leverage to the status goals
(Acheampong 2017). These actions programs are illustrated through the following Excel chart.

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Action Plans Start Date End Date
Total
number of
days
1. Looking at outside influences like the
economy, demographics, social or societal
factors and
what effects they are having on John Lewis
Business 4/10/2017 15/10/2017 19
2. Promotional Pricing 16/11/2017 28/11/2017 12
3. Leveraging Point-of-purchase Displays 29/11/2017 12/12/2017 15
4. Getting most out of Loyalty programs 13/12/2017 14/12/2017 31
5. Content Creation: Broadcasting the Right
Message 15/12/2017 4/1/2018 19
6. Streamline Your Marketing 5/1/2018 8/2/2018 33
7. Measuring ROI: Evaluating the
effectiveness of your marketing 9/2/2018 10/3/2018 31
8. Makeing sure that they possess the right
services
to meet the needs of their 'audience',
be they donors, volunteers, members, helpers,
fundraisers or
special event attendees. 11/4/2018 3/4/2018 22

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Representation of the above table through the followingChart considering the activities and days
count:
1 2 3 4 5 6 7 8
0
5
10
15
20
25
30
35
40
45
Activities
D
u
r
a
t
i
o
n
a
s
p
e
r
d
a
y
s
Figure 1: “Action Plans to be undertaken and its day count”
Source: (Created by Author)
6. Conclusion:
In the above report the analysis of the terms marketing plan is done under the light of retail
sector taking John Lewis Partnership as an instance. It has identified the usage of marketing
research, segmentation and advertising as a part of the analysis. Importance of marketing mix and
identification of various marketing strategies are explored here that must be used by the retailer for
interacting and communicating with targeted customers. The organization’s position and target
market are identified through understanding the major segments of the firm. As the initial plans are
completed and the capital searched by John Lewis is obtained, they must know that business plan is
a living document. Moreover, they must need to revisit that on daily basis, updating every section

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that must work for the business. As their business evolves, they must find older versions of their
marketing plan providing a helpful reminder of how far they have come.

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7. References:
Acheampong, B., 2017. A marketing plan for the headquarters of American Premium Enterprise
Limited.
Au, K., 2015. Building social capital: a case study of an academic library supporting entrepreneurs.
Beltrán Fuentes, B., 2017. Marketing plan: Chambers Café.
Blakeman, R., 2018. Integrated marketing communication: creative strategy from idea to
implementation. Rowman & Littlefield.
Camilleri, M.A., 2018. Integrated Marketing Communications. In Travel Marketing, Tourism
Economics and the Airline Product (pp. 85-103). Springer, Cham.
Christensen, C.M., Raynor, M.E. and McDonald, R., 2016. What is disruptive Innovation. The
Encyclopedia of Human-Computer Interaction, 2.
Hongisto, V., Haapakangas, A., Varjo, J., Helenius, R. and Koskela, H., 2016. Refurbishment of an
open-plan office–environmental and job satisfaction. Journal of environmental psychology, 45,
pp.176-191.
Kelly, M., 2017. Business Plan Musts–For Loan Approval.
Knowledge, J. (2018). John Lewis Partnership - Home. [online] Johnlewispartnership.co.uk.
Available at: https://www.johnlewispartnership.co.uk/ [Accessed 31 Mar. 2018].
Kolb, B., 2016. Marketing strategy for creative and cultural industries. Routledge.
Lee, J., 2016. Growth Hacking for Startups: How Growth Hacking can utilised for growing startups.