Marketing Plan Summary Assignment

RUNNING HEAD: MARKETING PLAN 0
Marketing Plan
STUDENT’S DETAILS-
2020

MARKETING PLAN 1
Executive Summary
Marketing is the most important activity of the company that ensures that the products are
successfully reached and positioned to the target customers. For it, the company makes a
marketing plan that can provide the company significant ways to reach the goal. The purpose
of this marketing plan is to elaborate the marketing efforts, internal and external audits which
are helpful in the strategic execution of H&M business. The research has been conducted
from the website sources and other literature articles in context with the company. The results
of the assignment are helpful in the determination of appropriate pathways and the future
courses of action that the company will undertake in order to meet the marketing objectives.

MARKETING PLAN 2
Contents
Business Mission......................................................................................................................................................4
External Marketing Audit.........................................................................................................................................4
Macro Environment.............................................................................................................................................4
Micro Environment..............................................................................................................................................4
Internal Marketing Audit..........................................................................................................................................5
Operating Results.................................................................................................................................................5
Strategic Issues Analysis.....................................................................................................................................6
Marketing Mix Effectiveness...............................................................................................................................6
Marketing Structures and Systems......................................................................................................................7
SWOT Analysis.......................................................................................................................................................7
Marketing Objectives...............................................................................................................................................7
Strategic Thrust....................................................................................................................................................8
Strategic Objectives.............................................................................................................................................8
Core Strategy............................................................................................................................................................9
Target Market......................................................................................................................................................9
Competitor Target................................................................................................................................................9
Competitive Advantage.......................................................................................................................................9
Marketing Mix Decisions.........................................................................................................................................9
Product...............................................................................................................................................................10
Promotion...........................................................................................................................................................10
Price...................................................................................................................................................................10
Place...................................................................................................................................................................10
Physical Evidence..............................................................................................................................................10
Process...............................................................................................................................................................11
People.................................................................................................................................................................11
Budget....................................................................................................................................................................11
Organization and Implementation..........................................................................................................................11
Control....................................................................................................................................................................12
References..............................................................................................................................................................13
Appendices.............................................................................................................................................................16

MARKETING PLAN 3
Business Mission
H&M is Swedish international company of fashion retailers for me, women and teenagers. It
is on one of the recognized brands of fashion which has worldwide operations. The company
runs their operations in 62 different countries. The business mission of the company is to
invest in the living conditions of communities and bringing a positive change through the
innovative ideas. The mission of the company is to lead the change with the renewable
fashion industry in which the company makes attempts to engage with the customers with the
innovative designs and techniques (H&M Group, 2020).
External Marketing Audit
External marketing audit is the analysis of external factors that may affect the business and its
operations. Following macro-environment factors are included in this:
Macro Environment
It comprises of the environmental issues which are relevant to the business. For this, PEST
analysis can be used. Firstly, there are political factors may have effect on the business
operations of H&M. As the company has operations in different locations, it has created the
urgency for the company to look for political stability in different countries. Particularly, due
to instability of Turkey, Egypt and Lebanon, the company can make contingency plans for
these countries. Further, economic factors are pertaining to the economic policies and the
economic fluctuations that can affect the profits of the business. Particularly, there are
economic fluctuations due to the introduction of Brexit and has dropped the profits of H&M
business which can be seen from the fact that in 2015 the profits dropped from 6.45 billion to
5.36 billion Swedish Kronor ending on May 31 (Trade12, 2016). Further, social factors
include the changing preferences of the customers which affects the business. Due to
changing lifestyle, customers are preferring to go for the fashionable and branded products
which can be the good opportunity for the company (Amatulli, et al., 2016). Further,
technological factors particularly include the changes the automatized methods and
information technology for meeting the diverse needs of the customers. H&M Group has
made mobile applications for customers which has often act as competitive advantage for the
competitors.
Micro Environment
Micro environment consist of the market size and the competitors available into the market.