Marketing Plan in UK Report

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
Author Note

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Executive Summary
The current report includes a marketing plan consisting of market development strategies for
Boden- clothing retailer located in UK. The purpose of the plan is to analyze the market
environment and develop suitable approaches to approach the shoppers. As the existing
markets of the brand is not effective enough to stand against the competitors, Boden is
suggested to expand its markets to Birmingham and South East of England, where shoppers’
response rate is comparatively higher than other regions in UK. The environmental analysis
has been done conducted by applying the strategic tools such as PEST and SWOT. The
outcome of the analysis indicates that political and economical environment faced significant
challenges like Brexit, volatility of Chinese stock market and demonetization in India. These
barriers have intense impact on the clothing industry in UK. However, due to the
advancement of technology, the rate of Smartphone users are rapidly increasing in United
Kingdom which creates the path of running the business with an alternative mode or
practices. To learn about potential business opportunities, the target market has been analyzed
with three different variables such as demographic, geographic and behavioural. Eventually,
based on the characteristics and elements found from the variables separate marketing mix
approaches have been suggested to Boden. The proposed strategies would help Boden to
strengthen its position in the markets but to sustain in future, Boden has to consider long-term
planning because clothing industry is always dynamic in terms of customers needs, trends
and preference.

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Table of Content
Introduction................................................................................................................................4
Task 1:........................................................................................................................................5
Summary of an environmental appraisal analysis for Boden in UK market..............................5
Task 2: -....................................................................................................................................10
Two new Male target markets appropriate to Boden in UK market........................................10
Customer profiling...................................................................................................................10
Justifying why the target markets are appropriate for Boden, UK..........................................14
Positioning strategy..................................................................................................................15
Task 3:......................................................................................................................................17
Marketing mix strategy for the market Birmingham...............................................................17
Marketing mix strategies for South East of England:..............................................................20
Reference and Bibliography.....................................................................................................26

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Introduction
The following report provides a marketing plan of three years for Boden in UK.
Boden in UK is a clothing retailer and it has been running its operation for almost twenty
years. With the help of internet technology, the firm has been able to provide its services to
some foreign nations. Boden provides variety of clothes for men, women and children.
However, as the market environment has become dynamic, Boden has to make plans for its
future to remain sustainable. Therefore, the marketing plan developed in the report discusses
the current economical and environmental needs and based on which suitable strategies have
been developed. The major purpose of the plan is to understand the current and future market
needs and prepare strategies to meet those needs. The plan also considers the future
sustainability of the business.
Boden will gain benefits from this marketing plan, as in the industry recent industry
report, it is found that clothing market in UK is estimated to grow by 16.6% over the next
five years to £51.2bn (Strijbos 2018). Hence, the growth rate is 3.3% stronger than the
figure recorded during 2012 to 2017. Nonetheless, Boden pays a significant attention to
women clothing; which is a problem to Boden growth because in today’s dynamic market
environment, one particular strong section is not enough to remain sustainable. The “focus”
must be extended to other areas and thereby, this plan pays attention to two significant Male
markets in UK. Here, male market is targeted because, it is estimated that menswear is going
to be the fastest growing clothing subsector with the growth rate of 21.2% by 2022
(Ons.gov.uk 2018). This figure outperforms the growth of womenswear by 5.8%.
Nevertheless, choosing two particular target markets is just the first step of the future
strategy; now Boden needs to think how the target markets would be approached. Thus, the
marketing plan categorizes significant marketing mix elements for each selected market and

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why and how those elements will be implemented has been discussed further in the plan
below.
Task 1:
Summary of an environmental appraisal analysis for Boden in UK market
The recent article on market analysis published by BBC news indicates that UK
clothing sector will expand with a growth rate over 16% within next five years and according
to this article the growth ascendency rate is near 4% which is certainly higher than the
previous years. However, Kozlowski, Bardecki and Searcy (2012) argued that the market
could be driven by inflation with the increasing rate of 2% until 2020, which could further
drive up import as well as manufacturing cost. Kozlowski, Bardecki and Searcy (2012) also
mentioned that the margin remains weak, as customers cut because of the squeezed disposal
earning and paying more attention to essentials food and grocery. Nonetheless, the
environmental state of UK’s clothing sector has been reported with the following strategic
tools.
PESTLE
Political- As put forward by Gardetti and Torres (2017) the year 2016 and the first
quarter of 2017 have been a difficult period for the clothing sector in UK. This is because the
terrorist attack on France is stopping the suppliers to import, Brexit creating an uncertain
stability in the relation of European suppliers with UK and recent volatility in Chinese stock
market affecting the world economy (Huang et al. 2013). However, Boden will not have to
experience this barrier in its growth, as things are expected to change because the growth will
be driven by the increasing influence of fashion. Shoppers expect themselves to be treated
with fashion and trends, which eventually drive the growth. Moreover, the large clothing

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retailer M&S, for example, tends to focus on recent trend in business and consequently,
M&S became the market leader (Goworek et al. 2012). Likewise, Boden develop its
strategies considering the recent trend and when it comes to trend in clothing sector, young
clothing shoppers should be prioritized because young clothing shoppers have the higher
frequency of 58.1% of buying clothes (Felgate and Fearne 2015). Therefore, it can be
ascertained that Boden could overcome above three political barriers by utilizing the current
market trends.
Figure 1: PEST analysis
(Source: Yang, Yang and Zhou 2012)
Economical- As mentioned by Yang, Yang and Zhou (2012), volatility in the
Chinese market in last year had an intense impact on clothing sector, which has damaged the
confidence of UK’s retailers. However, Dimpfl and Jank (2016) argued here and insisted on
other fundamental economies such as Russia as well as demonetization in India, where the
situation is yet to come under control. The import in these two nations did not provide any
PoliticalEconomicalSocio-culturalTechnological