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Marketing Strategy and Plan Development

   

Added on  2020-06-05

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MARKETING PLAN
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Table of ContentsINTRODUCTION...........................................................................................................................1Role of marketing in meeting organisational objectives........................................................1Current market and sectors in which the organisation operates.............................................2Marketing plan........................................................................................................................4CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10
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INTRODUCTIONEffectiveness of an organisation lies within the antithetic operations that are performedwithin it. Marketing is one of the most important business function that brings the establishmentcloser to its goals and objectives of becoming the market leader (Elenkov, 2014). There arevarious advantages that can be reserved by making use of impelling promotional activities.However, it should be recognise that it requires a full proof plan comprising all the internal andexternal factors that are associated with this operation. In the present report, a marketing planwill be prepared for a product developed by the organisation Clinique- an eye cream. This planwill contain all the details such as segmentation, targeting and positioning, objectives, etc.Role of marketing in meeting organisational objectivesMarketing is regarded as the most important operation of an entity that ensures thesuccess of a firm by raising the sales. This process involves promoting and selling of products orservices of the entity. In context to meeting organisational aims and objectives, the role playedby the tool is recommendable (Wood, 2014). An impelling plan prepared for the marketingcovers all the important aspects of business that can assist in improving the overall value. Fromresearch of needs and demands of customers to the increment in sales, marketing tactics holds asignificant place. In the present context, some of the major roles that are been played by themarketing function are as follows:Defining and managing Clinique as a brand: It is referred to be one of the biggestadvantage that is gained by the organisation. Strong brand image development bring withvarious other benefits that assist in improving the existence of a company. The marketingpractices involved in the business are highly concerned with getting the recognition of theorganisation's name so that maximum people can avail the products and services.Promoting products of Clinique by conducting campaigns: Marketing functions includesthe undertaking of promotional campaigns that assists in boosting the sales of theproducts and service developed by the entity. The eye cream produced (Darroch, 2014).Developing effective plan: There exist one more important role of marketing and that isto develop effective plan for the promotion of products and services. This plan acts as a1
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guideline while undertaking the business operation. This, in turn, bring effectiveness inthe operations. Research of market needs and demands: The basis of all the business activities is theidentification of the needs and demands of customers so that effective product can bedeveloped. In this order, marketing aims on the identification of the rising expectation ofthe customers by its very first step of external environmental assessment (Hollensen,2015),Current market and sectors in which the organisation operatesThe organisation chosen for the present undertaking, Clinique laboratories LLC operatesin FMCG sector. It is American manufactures of the various products of skincare, cosmetics,fragrances, etc. The products of chosen firm are usually sold in high end departmental stores.The company was founded about half decade ago in New York City. This long span of time hasrendered a strong brand image of the entity (Bickhoff, Hollensen, and Opresnik, 2014).However, in order to sustain in the present era of high competition existing in the cosmeticsector, the organisation is required to develop effective business strategies. Marketing is one ofthose tool which can bring effectiveness in the value of the company by increasing the customerbase. The major competitors of the mentioned company includes L'Oreal, MAC, Bobbi Brownand Lancome. In order to analyse the position of the entity, all internal and external factors areneed to be assessed. For this, the reliable tools that can be used are: SWOT analysis and Porter'sFive Force Generic model.SWOT AnalysisStrengthsWeaknessesThe selected company has strongunderstanding and experience in theworking sector.The promotional activities helps indrawing attention of large customer base.There are different locations whereClinique operates.The quality of products isThe low pricing structure of the productsimpacts on consumers' perception onquality. As compared to the other key competitors,the brand image is not much effective.2
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