strategy for Stunner. Also, identifying the 4Ps for the new product category to
uniquely position the new brand and promoting in the new geography.
Thirdly, it will also highlight the main clusters of customers, customer profiling
mainly into 4-5 personas and communication channels for the selected
marketing mix omni channel strategy, subsequently it will highlight the
marketing plan for UK market.
3. ENVIRONMENTAL ANALYSES
United Kingdom
Figure-2 Situational Analysis Framework (Source, Author 2022)
3.1 PESTEL ANALYSIS
3.1.(a) Political Forces
United Kingdom’s Taxation policies, Government resource allocation -
Government has defined the retail operations for the local market. United
Kingdom’s polices by its government might improve the investment sentiment
of the men’s sportswear category. Local government hold an importance
position, hence TVS will have to very closely look at the government political
policies for clothing retail. Also, UK government is looking for retailers to
follow sustainability and usage of lower carbon footprints and as TVS plans to
follow a sustainability menswear as one of the key areas for their launch in
new geography might be beneficial for the new market entry where the
policies are very customer oriented, and people based.
3.1 (b) Economic forces
United Kingdom market of menswear category got badly impacted during the
pandemic outbreak which led to a decrease of 29% in the customer spend
on the clothing for men to 10.9 billion in 2020 from 15.4 billion in the year
2019. (Mintel, 2021), However clothing market saw a gradual recovery in
2021 with major growth in online sales post the easing of restrictions on social
events marking major improvement in clothing retailer. United Kingdom
consumer has high purchasing power than Indian market which is going to
benefit Stunner Brand. Also, TVS will have to constantly monitor the inflation
rates, interest rates and the taxation structures for new business setup in
United Kingdom.
4
Internal
Environment
Performance
Environment
external
environment

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Marketing Plan of New Launch By TVS in U.K

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