The report presents a detailed analysis of Nebia's marketing structure, highlighting the company's advantages and disadvantages in selling showers in the UK. It also discusses the importance of implementing a control system to evaluate selling strategies and improve performance based on industry standards.
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MARKETING PLAN STRUCTURE
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1. EXECUTIVE SUMMARY This summary is written to analyse market structure of shower market for Nebia and its structure and forms of marketing plan. Purpose of the summary is to describe study on shower market in United-Kingdom and associated results in respect to opportunities in marketplace for Nebia.Micro and macro factors evaluation for Nebia, a shower manufacturer in United-States, opened a branch in United-Kingdom as an expansion in other nation. After situational analysis marketing strategy objectives are set to be achieved in first year with help of STP model. Segmentation, targeting and positioning of products is performed to formulate appropriate marketing strategies. Moreover, Marketing mix is analysed to formulate pricing strategy for Nebia. Action program is articulated for the company to manage its marketing structure and strategies. Further, in the summary projected profit and loss account and break-even analysis is made to identify financial performance of company in UK. At last control strategy would be formulated to identify overall marketing structure after conducting situational analysis and formulation of marketing strategies. 2. SITUATION ANALYSIS Situational analysis is conducted by managers to evaluate internal and external environment to understand marketplace. It is performed by several methods like SWOT, 5 C's analysis, pest analysis or porters-five-forces-model etc. Market summary Shower market in United-Kingdom is growing, and forecasts says that it is set to rise by ten percent by 2020. After 2012 the market of showering products has seen a notable rise, due to improvement in economy consumer spending level increased. It was found that each household has at least one shower installed (Westwood, 2016.). Penetration level increased by 89 percent from 1990 to 2014, which is equivalent to 23.8 million homes in UK. Rise in usage of shower products has lead to increased purchasing of shower accessories by almost thirteen percent. Thus, marketers have introduced products that can be easily installed for the purpose of profit-making. Macro Environment Analysis PEST AnalysisPolitical Factors:United-Kingdom runs under influence of parliamentary system. It has plenty of opportunities for those whom are operating in economy of UK. They affect 1
Nebia in both positive or negative ways. Positive effects are proactive government and it is politically stable, thus Nebia has advantages of upcoming future events. Negative effect is there is some hidden corruption in the market place, and as per Brexit it is uncertain whether to stay in EU or not.Economic Factors:When compared to other nations' economy of UK is more stable than them.Due to its high GDP and diverse economy Nebia has benefit of high turnover. Positive effects are Free market economy, diversified economy and rise ion foreign direct investment. Negatively economy is recovering slow after recession from 2008/2009.Social Factors:It is no doubt about various social in UK, as there are people from different origins (Nykiel, 2016.). They have very high social standards leading to better circumstances for Nebia. Positive effects: Free public services from government like National health care services. High standard of living results in over spending of money and thus people buy more shower products. Negatively people are migrating resulting in lesser social interest. Technological Factors:It is important for Nebia to be technologically upgraded, it requires innovative products and requires expert employees for effectively designing them. Positive effects are its high quality products offered to customers and internal competition after increase in usage of showering products. Negatively UK has slower development in technology as compared to United-States. Micro Environment Analysis 5 C's analysis is conducted to scan both internal or external environment to make marketing decisions. Company, customers, competitors, collaborators and climate are evaluated in this analysis.Company:Nebia has high reputation in shower market due its premium brand image in eyes of developers/plumbers.Customers:They are having low brand awareness, generally follows recommendations from plumbers.Competitors:In UK almost everyone has a shower installed at their home. The main competition for Nebia is Aqaulisa, Triton or Mira. Triton has the highest market share, it covers almost 30 percent of marketplace. 2
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Collaborators:Distributors, suppliers and alliances are collaborators for Nebia (Yu, Ramanathan, and Nath, 2017). Logistics is necessary for delivering goods to consumers as Nebia cannot rely upon stores for selling their products. Climate:Itsisthemacrofactorsandtheireffects,political,economic,socialor technological factors influencing the business operations. SWOTAnalysisStrengths:Well known brand in United-Kingdom, high quality showers, its premium brand and great services offered to its customers.Weaknesses:Services standards are falling and few of its product range is not improved or as per customers' demand.Opportunities:Nebia is having higher prospect of increase in its turnover as 40 percent of household are not having shower installed. Expansion or global market is an opportunity for the company. Threats:Customers are of perception that they are overpriced and competitors are catching up. Traditional shower market or existing products are threats to Nebia. 3. MARKETING STRATEGY 3.1 Objectives Nebia is currently focusing on three main Objectives: 1.Environmentally Conscious:Nebia is producing showers that conserves seventy percent of water as compared to traditional showers. Wastage of water is an obvious harm tom natural environment it has to be kept in mind while designing showers that it is not harming the surroundings. Utilization of electricity i.e. producing products with low energy wastage by managing to preserve them (Leonidou, Christodoulides and Thwaites, 2016.). Moreover, company has focused upon disposing of harmful waste products carefully that are generated in process of production. 2.Looking for relaxation and peace:Consumers are looking for relaxation in their bathroom, thus Nebia has designed such products. Rain showers are preferred more by consumers than a plain old shower. These showers give a feeling of showering in wild making it more luxurious by swap installed with it. 3
3.Building dream home for its consumers:Nebia produces a product which is not a necessity, it is a pleasure giving product. People are willing for luxury in their home, thus a shower which gives a pleasure is more superior experience for them. 4.Convincing plumbers about Nebia:Most of the consumers buy products as per advice made by plumbers, thus it is important for company to convince them about quality of products offered. 3.2 STP model STP model is used by any organisation to analyse its offerings to customers and their benefits to consumers or specific target groups. STP stands for: Segmentation, Targeting and positioning. It is the marketing strategy that has various benefits attached to it for Nebia, company can segment market in groups by identifying who are the best consumers of the company. Applying the model in marketing strategy. Segmentation:Step one is to segment the shower market, as it is not possible to cover all parts of consumer market. Divide consumers with common traits and needs, it helps the organisation to reach cost-effective needs of their potential customers (Velásquez and Meunier, 2017). Thus, Nebiacangaincompetitiveadvantageovermarket.Therearevariousapproachesfor segmentationi.e.targetmarkets.Togatherdatacompanycanuseprimarysourceslike interviews, surveys or customer data. Demographic: Segmenting by using personal attributes of public like age, gender. Marital status, ethnicity, occupation or income levels etc. Geographic: Divide market place according to nation, state, city or neighbourhood Psycho-graphic: Lifestyle of people their values or risk aversion are the factor based on which market can be segmented. Behavioural:Itincludesaspectsregardingwhatconsumersareexpectingfrom manufacturer, their loyalty towards company or benefits they are searching in product. However, Nebia is producing a special shower saving seventy percent of water, which can help them to attract segments on psycho-graphic basis i.e. lifestyle of UK public. Most of the people are nowadays environment conscious, such type of product would help company to gain a market position. 4
Targeting:“Target the best customers” of company is next step after segmentation. Deciding who are most attractive consumers for Nebia, which is main idea for targeting. At first, find who are most profitable to company and who are contributing most to bottom line. After determining the various target customer groups, analyse potential and size of growth of consumer group. Then evaluate how company is serving to market or understand the impacts of macro factors on organisation i.e. pest analysis. After segmentation of market, target market as per different segments evaluated and their needs from company Positioning:Third step of this model is to position product offering to consumers, it is actually the step that requires organisation to evaluate how it is willing to position its products in market. Company can draw a positioning map and assess its unique selling proposition to identify how products, service or brand is perceived in market. Next look at needs and demands of consumers of each segment. Drive campaigns to make the product known to customers that it saves water resources and gives more pleasure than traditional showers. 3.3 Strategies Strategy is a plan of action designed to achieve overall objectives of an organisation. Marketing strategies targeted to achieve higher sales and sustainable competitive advantage including all short and long term activities related to selling. Understand the consumers:Before formulating marketing strategy it is important for company to identify its potential and existing customers (Hoang, 2016). Preferences, tastes, demands and their expectations of customers from company are to determined at first. Analyse marketplace:Evaluation of market is next crucial step, the way businesses are functioning in market is to be determined to gain competitive advantage. Assessing needs of consumers, their willingness to buy product, and what are they offered before is significant to be analysed to define marketing strategy. Analyse level of competition:Level of competition is crucial to find what channels can be adopted to distribute products to consumers so that they are attracted to Nebia rather than other companies. Define marketing mix:Marketing mix is combination of factors that are controllable by company for influencing consumers to buy their product. It is the foundation model in marketing also called P's 5
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Determining market positioning:It is an effort put in by company for influencing consumer preferences in relation to product or service. It helps the organisation to create a clear image in minds of consumers regarding its product range in a positive way. Marketing budget:Budget preparation isnext step after determining position of company in marketplace (Schlegelmilch, 2016). It is estimation of costs that are required to promote products or services. Execution plan:Once the budget is prepared organisation has to make customers aware of their product. Educate buyers with organisational intent by promoting message behind brand or product. After following these steps of market strategy Nebia may follow differentiation strategy for marketing resources saving shower. Though company has differentiated its product form that of traditional products offered in shower market. Moreover, company can go for market penetration i.e. it can sell existing products in specific target market. 3.4 Marketing Mix 'Nebia has premium brand with high quality showering products' Product:Ensuring that stores are fully showcasing attractive designs. Price:Retaining high retail price as the increased prices helps to create image of products as high quality. Place:Open stores at specific target segment so that product are made available to almost every segment. Promotion:Appoint consultants for formulating promotional strategies, as an outcome company would be able to make best marketing strategy. 6
Source: <http://www.canstockphoto.com/illustration/marketing-mix.html>) Pricing Policy:Nebia is having number of pricing options for maximizing its sales and profit on sales. Price is the value of goods that is received by seller after delivering products and services to consumers (Currie, W., and et,al., 2017). Nebia can follow a high priced policy for its new product range. High prices are always a point of attraction to customers who are price insensitive. Increased price make customers believe that a better quality is offered to them against that price. As there is diversified population in UK due to migrants from different origins, most of them have high stanxdard of living and do not prefer buyimh loacl products. 4. ACTION PROGRAMS StrategyObjective of StrategyResponsible person Market PenetrationIncrease Market ShareResearchandDevelopment Department Differentiation Strategy Gain Competitive AdvantageManagement Consultants Marketing Strategies are designed with the aim of increasing market share and to gain competitive advantage in shower market. Nebia has been involved in developing product that is energy saving, along with environment consciousness. Company has launched a shower which is successful in saving 70 percent of water as compared to traditional old showers. Management consultants are responsible to develop marketing strategy which is differentiating their product fromothercompetitors.ResearchanddevelopmentdepartmentinNebiaisinvolvedin developing shower which is most liked by consumers and energy saving. 7
5. FINANCIALS. 5.1 Projected Profit and Loss Account Nebia Profit and Loss Account for the year ended 31 march 2017 ParticularsDetailsAmount Sales (22000*100)22000000 Less: Cost of Goods Sold (220000*86)18920000 Gross Profit (c=a-b)3080000 Add: Other operating income: rent (d)120000 (c+d) Less: Other operating expenses (e): Salaries Staff Training Selling and Administrative Expenses (5% of net sales) 311000 150000 11000001681000 Net operating profit (e=c-d)1411000 *Mark up of£14is added up to cost of goods sold given to QPS ltd. For manufacturing shower for Nebia in United-Kingdom. Thus selling price for company is 100 (86+14). 5.2 Break-even analysis Break-even point is calculated by dividing fixed expenses by contribution per unit. It divided company variable and fixed overheads in a statement and contribution per unit is calculated (The Break-Even Analysis. 2017). Break-even point ParticularsDetailsAmount Sales (i)22000000 Less: Variable costs: (ii) Indirect expenses50000 8
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Selling and Distribution Expenses1100000160000 Operating Profit (iii=i-ii)20850000 Less: Fixed Costs: (iv) Salaries311000311000 Contribution (v)20539000 B.E.P.*3132 *Fixed cost (Price-variable cost)=B.E.P. 311000(100-0.72)=3132 units BEP in value = 3132*100=3132000 Break-even is point for company when sales is above its expenses i.e. company is able to recover its costs. For Nebia Break-even is calculated and it seems that selling 220000 units by company is enabling it to recover the expenses and generate a good margin of profit on selling. It is observed that company has no rent expenses due to outsourcing manufacturing to some other existing company in UK. It is an advantage for company to generate revenue from such expansion strategy followed. Moreover, Nebia is only selling showers in UK and it has to only spend on selling and distribution on product. Hence, indirect expenses are also saved resulting in higher profit for company. 6. CONTROLS To implement control system in marketing structure company can go for evaluating its selling strategies. Nebia can opt for benchmark strategy to improve its structure and product from competitors by improving its marketing practices. Benchmark strategy helps organisation to evaluate its performance based on industry standards. Such that, company is able to recognise a pricing policy that generates a good profit margin to company (Klagge, Martin and Sunley, 2017.). Moreover, it also helps in selecting an appropriate distribution channel in accordance to channelisation used by other firms in industry. New marketing strategies can be developed which are not currently followed by industry rivals. Market structure is also improved for company after analyses made in marketplace. These analyses revealed the drawbacks in current marketing strategy of company and it would be overcome in future with the help of benchmarking strategy. 9
REFERENCES Books and Journals Westwood, J., 2016.How to write a marketing plan. Kogan Page Publishers. Nykiel, R.A., 2016.Marketing Your Business-A Guide to Developing a Strategic Marketing Plan. Yu, W., Ramanathan, R. and Nath, P., 2017. Environmental pressures and performance: An analysis of the roles of environmental innovation strategy and marketing capability. Technological Forecasting and Social Change.117.pp.160-169. Leonidou, L.C., Christodoulides, P. and Thwaites, D., 2016. External Determinants and Financial Outcomes of an Eco‐friendly Orientation in Smaller Manufacturing Firms.Journal of Small Business Management.54(1). pp.5-25. Velásquez, A. and Meunier, L., 2017. COMPARATIVE MARKETING ANALYSIS OF THE UK AND GERMANY FOR GLOBAL SUSTAIN. Hoang, T., 2016. Market research and marketing plan to enter the United King-dom food supplements market. Case Danapha. Schlegelmilch, B.B., 2016.Global marketing strategy: an executive digest. Springer. Currie, W., Seddon, J., Cooper, R. and Van Vliet, B., 2017. Innovation and the changing structure of financial markets. Klagge, B., Martin, R. and Sunley, P., 2017. The spatial structure of the financial system and the funding of regional business: a comparison of Britain and Germany.Handbook on the Geographies of Money and Finance.p.125. Online TheBreak-EvenAnalysis.2017.[Online].Availablethrough: <www.yourarticlelibrary.com/economics/the-break-even-analysis-explained-with- diagrams-economics/29085/> [Accessed on 15 July 2017]. 10