Marketing Plan and Strategy Analysis

This assignment is a compilation of various resources related to marketing plans and strategies. It includes excerpts from academic papers, dissertations, and company profiles that provide insights into the development and implementation of marketing plans in different industries and organizations. The assignment aims to understand the concept of a marketing plan, its components, and its application in real-world scenarios.

Marketing Plan

Table of Contents
INTRODUCTION...........................................................................................................................1
ANALYSIS OF CURRENT STATE..............................................................................................1
Organisation purpose, mission, strategy and goals.....................................................................1
Current and Target audience market...........................................................................................2
SWOT Analysis..........................................................................................................................2
FUTURE STRATEGY....................................................................................................................3
Areas of opportunity for improvement and examining range of possible action........................3
RACE outlines advocated Smart Insights of stated plan............................................................4
Outlining resources.....................................................................................................................5
Stating priorities and reasons for them........................................................................................6
Challenges and methods to overcome.........................................................................................7
Outlining proposed strategies and key success indicators..........................................................8
CONCLUSION................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing plan is the comprehensive document that contains the blueprint of the series of
activities that will takes place in order to advertise the particular product or the whole
organisation to the target market (Armstrong and et.al., 2015). In accordance with this context,
the following report will present the marketing plan of Hong Kong Television Network online
shopping mall. The organisation was established in 1992 possesses extensive and successful
experience in telecom market liberalisation. In this context, the organisational core values along
with vision, strategic goals and mission will be described in this report. The targeted audience of
the organisation will be identified in this marketing plan. With the help of SWOT analysis, the
strengths, weaknesses, opportunities and threats to organisation will be identified. Eventually,
the future strategy will be proposed in this assignment, that will help the management of
organisation to ignite the plan in action effectively and efficiently.
ANALYSIS OF CURRENT STATE
Organisation purpose, mission, strategy and goals
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Illustration 1: HKTV Mall
(Source: HKTV Mall, 2018)

Hong Kong Television Network limited also known as HKTV mall is the online
shopping organisation which was established in 1992 (Company Profile. 2018). It is the one stop
store where the users can make purchase at any time and from any place within Hong Kong. The
company is known for providing efficient and quick services to the customers.
Core Purpose
 To face the competition, formulates extensive strategies and gain competitive advantage.
 To establishing and advancing telecommunications technologies so that public can be
benefited. To fulfil the desire of Self-Actualization and "to become everything that one is capable of
becoming".
Core Values
 To look for endless transformations in order to make more and more improvements in the
products, services and work process even when the change is painful (Vision. 2018). Continuous working till the last customer complaint resolved.
Mission To provide the effective and efficient quality of products and services which helps in
fulfilling the needs and expectations of the customers so that the organisation will able to
prosper in the competitive environment.
Strategies
 To make changes as per the needs and times so that continuous improvements can be
made in the organisation. Work in a manner which helps in increasing the overall satisfaction within and outside
the organisation.
Goals
 To become the market leader in online shopping organisation.
 To increase the number of stores in the region.
 To provide maximum customer satisfaction.
Current and Target audience market
The current and target customers of the organisation is the young and digital generation
mostly lies between age of 18-30 years who tends to spend most of the time doing online
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shopping. There is no variance in the existing and target customers and the management laying
ample of efforts to retain and attract the digital generation towards its website efficiently.
SWOT Analysis
SWOT stands for strength, weaknesses, opportunities and threats and is a powerful analytical
tool that helps in assessing the internal environment of the organisation (Linja and et.al., 2015).
Strengths
 Large and increasing customer base.
 Ample amount of options and wide
range of products available.
 Effective customer service personnels
and lack of customer complaints.
 Large website traffic rates.
 Large amount of physical stores for
better customer experience has been
established.
Weaknesses
 Lack of marketing tactics and
strategies.
 Website glitches and issues.
 Limited Customer focus.
Opportunities
 Increasing the range of products and
services.
 Providing customer live online
shopping experience.
 Developing new outlets in order to
increase the customer base.
Threats
 Customers continuous change in taste
and preferences.
 Technological advancements.
 Increasing the number of competitors in
the market.
Strengths: The strength of HKTV mall is the large and increasing customer base that helps in
enlarging the revenue of the organisation. With the help of diligent market research, the
management is increasing the range of products and providing all types of products as per the
needs and expectations of the customers (Byrd-Bredbenner and et.al., 2017). More happy
customers because of experienced and skilled customer service executive.
Weakness: Despite of having ample of strengths, the management of HKTV mall have certain
weaknesses. The marketing tactics and schemes are not optimum that degrades the attraction of
customers towards the organisation (Siguaw and Simpson, 2015). Furthermore, customers have
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complained about the lag in website and they have experienced website crash at the time of
purchase.
Opportunities: By enlarging and selling more range of products, the management will able to
increase the customer base efficiently. Further, new technological advancements can give the
live shopping experience to the customers where they can see all the perspective of products
efficiently (Chaffey, 2016).
Threats: There are various threats that impacts on the productivity and profitability of the
organisation. The continuous change in taste and preferences of the customer impacts on the
growth of the organisation. Furthermore, increase in technologies and competition also consider
as threat to the HKTV mall.
FUTURE STRATEGY
Areas of opportunity for improvement and examining range of possible action
With the help of SWOT analysis, various opportunities has been identified that can help
in improving the existing process of the organisation and will aid in enhancing the productivity
and profitability to the company (Janssen, 2016). In accordance with this context, the following
part will demonstrate the range of possible action to capture the identified opportunity for the
betterment of the organisation. Improving technology: By improving the existing technology and installing new ones,
the management of the organisation will able to generate live customer experience
efficiently (Smith, 2016). The technological growth and development aid in improving
the customer experience of online shopping. In order to stay ahead of competition, the
management needs to install this feature to maximise the attraction of customers. Dealing with range of products: Despite of having large collection of different types of
products, the management needs to increase their range of products and focus on selling
those products which are currently in trend. By extensive market research analysis, the
management will able to know about the taste and preferences of the customers and they
will able to increase their range efficiently (Sodagar and et.al., 2017).
 Increasing number of stores for better customer experience: By increasing the number
of stores in the region, the management will able to increase both the customer base and
competitive advantages. In order to do that, the management of HKTV needs to analyse
the market area and establish their stores in the area where the range of target customers
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are more. In this way, they will able to capture the opportunity of increasing the customer
base and thus will able to accomplish the desired aims and objectives effectively and
efficiently (Miller, 2017).
RACE outlines advocated Smart Insights of stated plan
RACE framework helps the digital marketers to plan and manage the activities in a
structured and systematic manner in order to robust the digital marketing plan. In accordance
with this context, the following part will demonstrate the RACE outlines advocated smart
insights of the stated plan. Reach: Reach involves building awareness of brand, its product and services (Rhodes,
2017). This is the first step where the marketer build traffic and make efforts to attracts
the visitors towards the company website. Here, the marketer of HKTV mall needs to
establish brand awareness and increase the traffic of company's website. Act: Act is short for Interact. In this step, with the help of various social media websites,
blogs, or organisational own website, the marketers interact with the customers and
generate leads (Hijazi and et.al.,, 2016). The marketers of HKTV mall needs to interact
with the customers by analysing their reviews through different social media platforms.
In this way, the marketer will be able to generate the lead and the organisation will move
forward towards their strategic goals and objectives. Convert: This is the third part of the framework where the customer plays the vital part
and make their purchase online. The marketers of HKTV provides both the online
payment and cash on delivery mode to the customers. It means that customer can pay
online through encrypted and secured channel or they can pay offline after they receive
their product (Baker and Saren, 2016).
 Engage: In this stage, the marketers aim to build long term relationship with the
customers by engaging with them and gain their feedbacks about the products or services.
The duty of the marketers of HKTV mall is to ask the customers about their experience
and gather their reviews so that customer loyalty can be develop efficiently.
Outlining resources
In order to accomplish the aim and objectives of the organisation, the management will
require various resources (Baker, 2014). These resources include physical resource, human
resource, information and technological resources and financial resource. In absences of any one,
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the management would not be able to accomplish the desired aim and objective. In this context,
the resources that the management of HKTV mall requires is outlined below: People: People includes the manpower of the organisation (Tang, 2017). Human
resources plays vital and essential role in the organisational growth and development.
Currently, the HKTV mall has approximately 600 permanent full-time working
employees (Talent Remuneration. 2018). Further, the organisation is hiring more
competent and skilled staff in order to accomplish the desired aim and objective of the
organisation. Skills: Skills are essential factors that determines the success and failure of the marketing
plan (Corrêaa and Kitanoa, 2015). It is very important for the management to train their
staff in order to raise their skills. For the current marketing plan, the staff must have
adequate skills such as customer handling, technology handling and managing. Thus, it
will be the duty and responsibility of the management of HKTV to train the employees in
order to improve their skills. Tools: Tools are the devices and equipment which are used by the organisation in order
to accomplish the aim and objectives of the plan. It was identified that the management of
HKTV will require new information technological devices in order to generate live
customer shopping experience on their website. By installing the latest tech the
management will able to achieve it efficiently. Budget: Budget plays the crucial role in the plan implementation (Armstrong and et.al.,
2015Linja and et.al., 2015). For the above marketing plan the overall budget declared is
HK $20000. The allocation of budget is decried below:
Activities Budget in HK $
Market Research 5000
Upgrading technologies 6500
Increasing website trafficking 2500
Training of employees 6000
Total 20000
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Stating priorities and reasons for them
In order to make the marketing plan successful, the marketers needs to consider these
activities important before proceeding to ahead. Adhering these activities will help them to
achieve their desired goals and objective efficiently. The priority activities and rationales are
provided below: Market research: Market research is essential. The marketers needs to analyse and
identifies the target audience needs and expectations (Byrd-Bredbenner and et.al., 2017).
After that, the management will be able to move forward. Without precise market
research, the management of HKTV will not be able to identify and determine the next
activities adequately Upgrading technologies: Upgrading technologies and information systems so that more
user and customer friendly experience can be made (Siguaw and Simpson, 2015). This is
crucial as customers were facing difficulties with the existing platform. This will help the
organisation to retain more and more customers. Training to employees: Training is essential and as the management will update and
install new technologies, thus they have to provide precise training to the employees.
Training will aid in enhancing the skills and competencies of employees (Chaffey, 2016).
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Market Research
Upgrading technologies
Increasing website trafficking
Training of employees
0 1000 2000 3000 4000 5000 6000 7000
5000
6500
2500
6000
Budget Plan

They will be capable of handling complex software and thus will able to enhance the
customer shopping experience simultaneously.
 Increasing website traffic: Increasing website traffic by increasing the amount of visitors
through proper marketing and advertising of the organisational products and services on
different social media platforms (Janssen, 2016). This will aid in increasing the amount
of visitors and thus, the management will able to increase the website traffic.
Challenges and methods to overcome
In order to implement the following marketing plan into action, the marketers face the following
challenges that increases their efforts and consume more time. The challenges are listed below: Generating Traffic lead: Generating traffic lead is the biggest challenge that the
marketers of HKTV mall will face. The organisation stands in the top 100 most visited
website in Hong Kong. There were many websites that are doing better than HKTV mall. Providing ROI to marketing activities: Providing the return on investment on marketing
activities is another issue that will stress out the marketers of HKTV mall. It will depends
on the amount of traffic and visitors that will impact on ROI on the marketing activities
of the organisation (Smith, 2016).
 Securing enough budget: Securing budget of the marketing activities done by the
marketers of HKTV mall will be another challenge. The management needs to plan and
implement the desire activity systematically.
Methods to overcome Delivering high quality content: By delivering high quality content to the client and
customers, the management will be able to generate the traffic lead. Planning of resources: By properly planning the resources that will be used in the
marketing plan, the management will be able to increase the return on investment on
marketing activities (Sodagar and et.al., 2017).
 Planning budget: By effectively planning budget and allocating it precisely, the
management will be able to secure the budget efficiently.
Outlining proposed strategies and key success indicators
The following marketing plan is formulated for HKTV mall for increasing their customer base
by enhancing the customer experience. The key strategies for the plan are:
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 Improving technology: By improving the existing technology and installing new ones, the
management of the organisation will able to generate live customer experience
efficiently.
 Dealing with range of products: By extensive market research analysis, the management
will able to know about the taste and preferences of the customers and they will able to
increase their range efficiently. Increasing number of stores for better customer experience: By increasing the number of
stores in the region, the management will able to increase both the customer base and
competitive advantages.
Key Success indicators
 Increasing number of customer and diminishing negative customer feedbacks.
 More range of products and services delivered to the customers.
 Increase in profits and sales.
CONCLUSION
From the above report, it can be understood that in order to gain the competitive
advantage and sustain in the competitive environment, the marketing management of the
organisation needs to formulate precise plan which helps the organisation in long run. In
accordance with this context, the following report demonstrates the marketing plan of Hong
Kong Television Network Limited. The organisational goals, vision, values and purpose has
been described in this report. The internal position has been assessed by the using SWOT
analysis tool. With the help of SWOT analysis the possible opportunities has been identified and
eventually the future strategies has been formulated in the above assignment.
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REFERENCES
Books and Journals
Armstrong, G., and et.al., 2015. Marketing: an introduction. Pearson Education.
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Byrd-Bredbenner, C., and et.al., 2017. The marketing plan and outcome indicators for recruiting
and retaining parents in the HomeStyles randomized controlled trial. Trials, 18(1), p.540.
Chaffey, D., 2016. Global social media research summary 2016. Smart Insights: Social Media
Marketing.
Corrêaa, C. and Kitanoa, C., 2015, February. Gamification in tourism: Analysis of brazil quest
game. In Proceedings of ENTER (Vol. 2015).
Hijazi, B., and et.al.,, 2016. Marketing Plan.
Janssen, N., 2016. Swing for Success: A Social Media Marketing Plan For Hickory Ridge Golf
Course (Doctoral dissertation).
Linja, S.M., and et.al., 2015. State Diet Manual for Long-Term, Intermediate, and Assisted
Living Facilities: User Survey Provides Guidance for the 11th Edition and Helps Create a
Marketing Plan. Journal of the Academy of Nutrition and Dietetics, 115(9), p.A36.
Miller, K.K., 2017. Catholic School Enrollment: A Study on the Impact of a Marketing Plan in a
Catholic School (Doctoral dissertation, University of St. Francis).
Rhodes, M.K., 2017. A Social Marketing Plan for the Children's Safety Center (Doctoral
dissertation, University of Arkansas).
Siguaw, J.A. and Simpson, P.M., 2015. A marketing plan for marketing instruction: A satirical
look at student comments. In Creating and Delivering Value in Marketing (pp. 129-133).
Springer, Cham.
Smith, D.J., 2016. North by Midwest Film Festival: A Marketing Plan for a Local Nonprofit
Organization (Doctoral dissertation).
Sodagar, N., and et.al., 2017. Development of a marketing plan for a new business model of Edp
Comercial or how can Edp Be the Uber and not the taxi driver (Doctoral dissertation).
Tang, W.S., 2017. Beyond gentrification: hegemonic redevelopment in Hong
Kong. International Journal of Urban and Regional Research, 41(3), pp.487-499.
Online
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Company Profile. 2018. [Online]. Available
through:<http://www.hktv.com.hk/eng/about/profile.htm>
HKTV Mall. 2018. [Online]. Available through:<https://www.hktvmall.com/>
Talent Remuneration. 2018. [Online]. Available
through:<http://ir.hktv.com.hk/pdf/announcement/E_annual_report.pdf>
Vision. 2018. [Online]. Available through:<http://www.hktv.com.hk/eng/careers/vision.htm>
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