Evaluating the Reliability of Advertisement Information

This assignment discusses Primark's marketing plan, outlining the objectives and strategies to be implemented. The firm aims to launch a new product in the Dubai market, with a budget of £25,000 and a timeline of 8 months. To achieve this goal, the company will require a team of 12 employees from various departments. A Gantt chart is provided to illustrate the project's timeline and milestones. The discussion also references various marketing theories and concepts, including PEST analysis, SWOT analysis, and market segmentation.

MARKETING
PLANNING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Reviewing changing perspective in marketing planning .......................................................1
Primark's capability for planning its future marketing activity..............................................2
Techniques for organizational auditing and carrying out the same .......................................2
M1 Writing an audit report to chief executive ......................................................................4
D1 Critical evaluation of suggested strategy .........................................................................5
TASK 2............................................................................................................................................5
Covered in PPT.......................................................................................................................5
TASK 3 AND M3 ...........................................................................................................................5
Executive summary................................................................................................................5
Role of marketing plan in corporate strategy ........................................................................5
Techniques for new product development ............................................................................6
Product description ................................................................................................................7
Pricing strategy.......................................................................................................................7
Distribution strategy...............................................................................................................7
Communication strategy ........................................................................................................7
Implementation.......................................................................................................................8
Ethical consideration .............................................................................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing plan is considered as a comprehensive document which eventually showcases
the advertising and marketing efforts of organization for coming time period. Marketing
planning generally covers a period for approximately 1-5 years (Dibb and Carrigan, 2013). This
plan will also help the firm to identify their current position in the market and the target where
they want to reach within the set time period. In this context, various efforts have been integrated
to prepare this report which includes key concepts related to marketing planning.
Organization undertaken for the present study is Primark which is an Irish retail venture
of clothing. Cited organization has their operations in countries like UK, Ireland and Spain as
well. Cited firm focuses on producing the best products at an affordable price for their
customers. This present document will focus on reviewing the changing perspective in marketing
planning. Along with it, this report will also determine the organizational auditing to analyze the
internal and external factors.
TASK 1
Reviewing changing perspective in marketing planning
Market is quite dynamic in the present era and it changes rapidly with the passage of
time. There exists various methods which can help Primark to get major success in the changing
perspective of marketing planning. Some of them have been discussed down under:
 Customer’s perception: Perception of customers plays a significant role in the success of
cited clothing firm as Primark produces those products which attract more customers
towards it (Hollensen, 2015). Further, organization cannot bound or force the customers
to choose the products of it as it is their own mentality that whether to choose that
particular product or not.
 Marketing mix: In earlier, marketing planning was based on four major factors and these
were product, price, place and promotion. Primark focuses on developing clothes which
are of better quality, attractive packaging and varied other components. Moreover, price
for the products is decided by considering the income level of individuals and the price of
their major competitors who are working in the same industry. Place decided for the
product needs to be convenient for the audience.
 Market-led strategy: This strategy focuses on identifying the needs and demands of
customers as this plan of action will help the firm to attract large customer base towards
1

their existing or newly launched product. This will be possible when cited firm will
conduct an effective market research.
Primark's capability for planning its future marketing activity
It is essential for business to develop effectual capabilities such as human, physical and
financial etc. in order to build planning for its future marketing activity and attain desired targets.
Management of Primark formulates an effectual marketing strategy that helps in minimizing the
prices in regard to improve the sales of firm and attain desired targets. However, main
capabilities of business is to plan and develop its future marketing activity in relation to human,
physical and financial resources so that target audience can be attracted and profitability can be
improved (Huang and Sarigöllü, 2012). However, while planning future marketing activity for
Primark it is essential for its HR department to organize intellectual training and development
program for its employees so that their skills and knowledge can be enhanced regularly.
Primark's management is required to build its capabilities in diverse areas so that
employees are able to derive best results in the form of customer satisfaction. Moreover, through
developing physical capabilities, firm can implement innovative technology so that unique
quality goods can be produces. It helps in giving tough competition to rivals and attain
competitive edge for Primark. Also, in relevance to current competitive market, Primark needs to
set competitive prices in order to attract large set of audience and provide them best quality
products and services. Furthermore, financial capabilities also need to be improved of Primark so
that firm is required to close its non performing outlets and save a huge amount which could be
invested in certain other markets so that expansion of firm can be attained.
Techniques for organizational auditing and carrying out the same
There are different ways of conducting organizational auditing which Primark can
implement in their business operations in order to increase their revenue, profitability and brand
image throughout the Europe. Further, mentioned business venture can emphasize on conducting
SWOT analysis in order to carry out the internal analysis of business venture. With the following
evaluation, cited firm will be able to identify their strengths which make them different from
their competitors and also assist in determining weaknesses which are not letting them to grow
(Martínez and et.al., 2010). Apart from it, in order to understand the external environment,
PESTLE analysis has been taken into consideration as it will help mentioned retail organization
2

to increase their productivity throughout the globe. Along with this, mentioned venture will
come to know different factors which are impacting their sales and turnover.
SWOT analysis for Primark has been discussed down under:
Strengths
 Organization employs more than 50,000 employees who give their productive services
around the globe.
 Primark has wide range in their apparels which include menswear, women wear,
footwear, accessories, etc. Cited firm does not rely on advertising and they promote their product with the help of
word of mouth.
Weaknesses
 Because of slow economic growth of European Union (EU), cited organization has held
their profit for future. Outsourcing of apparels can lead into inconsistency in terms of quality.
Opportunities
 Primark will expand business in Europe only as it will focus on opening more of the
stores in cities like Madrid, Berlin, etc (Wilson and Gilligan, 2012). Sportswear is one of the fastest growing segments of Primark and cited firm will focus on
the same.
Threats
 Less presence in the emerging market.
 Primark has its major focus in Europe. Therefore, its major sale will depend on the
economy of EU which is currently at low trajectory.
PESTLE analysis for Primark
Political
 Irish, UK and USA market are much more stable in terms of political factors as laws and
policies such countries are in favor of the organizational development.
 Primark must adhere with UK and Irish rules as well as regulations like Children code of
conduct, Employment laws etc. which vary from country to country.
Economic
3

 At times, Primark faces some economic changes which decrease the demand and
fluctuate their revenue as well as profitability (Primark PEST analysis, 2014).
 Some restrictions are also seen by corporate with regard to various rules and regulations
in form of taxes, purchase of raw material and different other factors.
Social
 Social factors can come into play through income distribution of customers, different
lifestyles, change in sales and preference, etc. which have a great impact on the corporate
performance.
 Corporate is able to increase their sales from year to year because before producing the
product they make a market research that what customers are in need of.
Technological
 With innovation and upgradation in technology taking place daily, Primark can focus on
different technological factors in order to improve their sale and productivity of their
clothing products for each and every segment.
Legal
 Mentioned retail firm need to consider employees protection, health and safety at work
act, etc. which will demand major proximity of increasing business objectives.
 Primark should also work consider Sale of goods act, 1979 in order to sell quality of
clothing products to men and women with no fault texture.
Environmental
 Cited company should focus on factors like ethical business operations which
demonstrates the accountability towards the carbon-emission, community development,
etc.
 Waste need to be reduced as low as possible as with that they will be able to contribute
their best in the protection of natural environment (Wilson, 2010).
M1 Writing an audit report to chief executive
To
The chief executive of Primark
Subject: Information about Primark capabilities
It has been assessed from the conducted analysis that Primark has the full capability with
regard to expand its operation in the new market. This is because, it has the team of competent
4

and skilled employees who can assist firm in the respective process. However, there strategies
are suggested which could improve the marketing department of firm in an effectual manner. It is
suggested that firm should conduct the regular training and development programs for the
employees who belongs to the given department. Furthermore, it is also recommended to the
firm that it should also make use of benchmarking technique with an aim to review the
effectiveness of the work which is being performed by marketing department. The given tactic is
effective as with the help of this manager of firm can review its performance and can make the
decision that whether it is going on to the right direction or not. But, in order to make the
implementation of given tactic, firm will require the sufficient amount of time.
D1 Critical evaluation of suggested strategy
The technique of organizing training programs for marketing department workers is
effective. This is because, through this way only effectiveness of the firm's marketing operation
can be enhanced. However, the given thing will lead to raise the cost of company. In addition to
this, with the help of training program competitiveness of employees who are working in
Primark can be enhanced. Furthermore, the given thing will enable them with respect to give
their best services to the corporation in an effectual way.
TASK 2
Covered in PPT
TASK 3 AND M3
MARKETING PLAN FOR PRIMARK
Executive summary
From the given marketing plan it is identified that with the use of proper pricing,
distribution and communication technology, firm can achieve success in market. The given thing
will also help in enhancing overall profits of organisation.
Role of marketing plan in corporate strategy
There is a relationship is being established between the firm corporate and marketing
strategy. Here, on the basis of overall corporate tactic only firm tend to prepare the different type
of marketing plan. For example, Primark has the goal to expand its company in international
market. Hence, on the basis of given goal only manager of cited firm will have to prepare its
5

marketing plan. In accordance with the given context following marketing plan is prepared
which can be used by firm for the purpose to make the implementation of the formulated tactic in
an effectual manner (Proctor, 2014).
It is essential for management of Primark to launch a new range of footwear for young
adults in Dubai market as the people are very trendy and fashionable. It is essential for marketing
team of business to identify the needs of girls and boys in middle east and provide them
particular footwear range. Following is the marketing plan for chosen product-
 Internal analysis- It is essential for Primark to assess the availability of resources that
helps in identifying the strengths and weaknesses of business.
 Market analysis- Marketing team of business is required to identify the Primark's market
for developing the product range because they are planning to launch a complete new
range of footwear in Dubai market for young boys and girls.
 Potential targets- Primark identifies the potential target audience i.e adults within the
age group of 13- 24 who are seeking new varieties and styles in footwear.
 Budgeting- Budget planned for this segment is about overall 4% of the total marketing
expenditure.
 Implementation- The marketing plan is executed by the professional people who are
hired by Primark in order to promote the product in Middle East market and enhance the
sales and profitability of firm (Smart and Conant, 2011).
Techniques for new product development
In order to compete in the today's competitive scenario, manager of firm will have to
direct its efforts with respect to make changes in the products as per the needs and demands of
buyers. In accordance with the given context, there are two different techniques identified which
manager of cited firm can use with an aim to develop the new product: Observation: Primark can get the information about the product by observing the trends
which are prevailing in fashion market. Here, on the basis of assessed trend cited
enterprise can perform several changes in its existing product and accordingly it can
enhance its capability to earn high profits and sales.
 Learning from failure: It is the another technique which also give instruction to the firm
that whether it should develop the new product for its firm or not. For example, Primark
has launched some footwear in animal prints for teenage buyers. If firm will not achieve
6

the sales through the given product at that time, in the next time it will ensure that such
type of mistakes will not being repeated by it again (Mohr, Sengupta and Slater, 2010).
Hence, with the use of given techniques firm can prepare the base for developing the new
product.
Product description
The given marketing plan is prepared for the footwear brand of Primark wherein sports
shoes will be produced for the customers. The given product will be given to both boys and girls.
The sports shoe possess benefits in its lightweight feature. In this context, it has been identified
that nowadays buyers demands for more of lightweight shoes. Furthermore, the respective shoe
will also come under different type of colours and sizes (Mothe and Thi, 2010). In addition to
this, in terms of packaging the product will be sold in rectangle shaped box which possess the
logo of company.
Pricing strategy
As stated in above points, cited firm is making their new launching in the field of
footwear by introducing sports shoes for both men and women. In order to see the best of the
result, cited retail firm will emphasize on penetration pricing strategy as in this strategy, the price
of the new launch product will be low for initial time period with low profit margin. This pricing
strategy will be much more appropriate as compared to the skimming pricing policy.
Distribution strategy
Further, distribution policy will show its own significance as cited firm will focus on
increasing the sale of their footwear products. As firm is first time making their foot in footwear
products, firm will emphasize on intense distribution policy as for starting time period, audience
will get product at the retail outlet of Primark only (Sadjadi, Yazdian and Shahanaghi, 2012).
However, in coming time period, they can have their distributors and other intermediaries firms
which will help them in increasing sale of their footwear.
Communication strategy
In order to communicate product to their targeted customers, Primark can apply various
communication policies like: Advertisement- Cited retail venture has to advertise their new establishment of
sportswear in the national newspaper and also online on their official website as well.
7

 Social media- Primark can also expand the sale of their sports product with the help of
social media as corporate have its official Facebook page which has got many likes from
audience throughout the globe (Fillis, 2010).
Implementation
The implementation of above framed marketing plan will be carried out in following
manner.
 Developing the marketing team
 Arranging the financial and HR resources as per the above plan.
 Finally, making the implementation of the framed marketing plan in an effectual manner.
The task of marketing manager does not end with framed planned implementation. This
is because, after going through with the given step it will have to perform the review of framed
plan. This can be done by Primak by performing the comparison between its profits which it has
earned after and before making implementation of the framed plan (He and Cai, 2012). If
positive result will be found at that time effectiveness of framed marketing plan will be assessed.
Ethical consideration
Ethical issues are those which has impact on marketing activities of cited business
venture. If Primark makes false advertisement relating to their existing or newly launched
products, then they will not be able to make a large customer base and with that they will loose
their existing customers as well (Ethical legal framework in marketing, 2015). Apart from it,
negative advertisement relating to their products can impact their sales, profit and revenue upto a
great extent.
Further, being a reputed brand in UK and other countries, they are not emphasizing on operating
any sort of false activities as firm knows that it will pamper their goodwill very badly and affect
their turnover as well (Luther, 2011). Moreover, there are various incidents and cases of
commercial frauds which are pending in the tribunals.
Furthermore, consumer ethics also impact the marketing planning as cited firm knows
that the customers are the king of the market and they play a crucial role in the retail sector.
Further, Primark emphasize on selling their products both through their retail outlet as well as
online (Vasigh, Tacker and Fleming, 2010). Customers should not take this service as an
advantage and should not play any sort of pranks with the service provider. As by telling them
8

wrong address for delivering the product, it will be hectic for organization and this will also lead
into increase in functional and operational cost for organization.
The Primark give response to the ethical issue of false advertisement in the following
way. In this context, it makes sure that whatever information which it publishes in the ads are
correct and reliable (Madsen and Pedersen, 2013). With an aim to do the same, firm has the
specialized marketing team which look-after the content of the advertisement which is being
framed by the company. Hence, it is by complying with the given type of activity only, firm give
response to the issues which is impacting the brand image of the company.
Conclusion
From the above plan, it can be concluded that by working as per the assessed strategy
manager of cited firm can work towards the right direction. Hence, it is through this way only
goals and objectives of marketing will be met.
D3 Additional for marketing plan
Primark has the goal to launch its new product in Dubai market. In order to do the same,
budget of 25000 pounds will be set. This budget will cover all the cost which firm will incur
during the year. In addition to this, the firm has the goal to make the implementation of proposed
plan in 8 months. In addition to this, for this purpose firm will require the team of in total 12
employees which includes people from HR, marketing, operation and finance department.
Here, on the basis of framed plan following Gantt chart is prepared:
Activities/
timescale
1-2 month 3-4 month 5 month 6 month 7 month 8 month
Analyzing
environment
Product
descri
ption
Pricing
tactic
9

Place
selection
Making the
selection of
promotion
tactic
Final
implementat
ion of plan
With the help of given plan, manager of cited firm can set the direction of its employees.
Hence, through this way framed marketing objectives will be met by enterprise. Furthermore, the
given thing will also provide significant benefits to the corporation in the form of increased
profits and sales.
CONCLUSION
From the above report, it can be depicted that for the enterprise it is very essential that it
should prepare proper marketing plan. Here, the plan which company framed must be formulated
as per the corporation overall marketing objective. This is because, if given thing is not
considered by the firm at that time there is a full chances that firm will not achieve success with
the prepared marketing plan.
10

REFERENCES
Journals and Books
Dibb, S. and Carrigan, M., 2013. Social marketing transformed: Kotler, Polonsky and Hastings
reflect on social marketing in a period of social change. European Journal of Marketing.
47(9. pp. 1376–1398.
Fillis, I., 2010. The art of the entrepreneurial marketer. Journal of Research in Marketing and
Entrepreneurship. 12(2) .pp.87–107.
He, Y. and Cai, T., 2012. The ethics of employment relations in China: a meta-analysis. Chinese
Management Studies. 6 (2). pp.341–349.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Huang, R. and Sarigöllü, E., 2012. How brand awareness relates to market outcome, brand
equity, and the marketing mix. Journal of Business Research. 65(1. pp. 92-99.
Luther, W. M., 2011. The Marketing Plan: How to Prepare and Implement it. AMACOM Div
American Mgmt Assn.
Madsen, E. K. and Pedersen, K., 2013. From price theory to marketing management: Danish
contributions 1930-1960. Journal of Historical Research in Marketing. 5(2). pp. 172–
191.
Martínez, M. A. and et.al., 2010. A personal data audit method through requirements
engineering.Computer Standards & Interfaces. 32(4). pp. 166-178.
Mohr, J. J., Sengupta, S. and Slater, F. S., 2010. Marketing of High-technology Products and
Innovations. Pearson Prentice Hall.
Mothe, C. and Thi, U. N., 2010. The Link between non-technological innovation and
technological innovation. European Journal of innovation management. 13(3), pp. 114-
121.
Proctor, T., 2014. Strategic marketing: an introduction. Routledge.
Sadjadi, S. J., Yazdian, S. A. and Shahanaghi, K., 2012. Optimal pricing, lot-sizing and
marketing planning in a capacitated and imperfect production system. Computers &
Industrial Engineering. 62(1). pp. 349-358.
Smart, D. T. and Conant, J. S., 2011. Entrepreneurial orientation, distinctive marketing
competencies and organizational performance. Journal of Applied Business Research
JABR. 10(3). pp. 28-38.
Vasigh, B., Tacker, T. and Fleming, K., 2010. Introduction to air transport economics: from
theory to applications. Ashgate Publishing, Ltd.
11

Wilson, R. M. and Gilligan, C., 2012. Strategic marketing management. Routledge.
Wilson, R. M., 2010. Strategic marketing planning. Routledge.
Online
Ethical legal framework in marketing. 2015. [Online]. Available through: <http://www-
rohan.sdsu.edu/~renglish/370/notes/chapt04/>. [Accessed on 7th April 2016].
Primark PEST analysis. 2014. [Online]. Available through:
<http://creately.com/diagram/example/hudu336o1/primark%20pest%20analysis>.
[Accessed on 7th April 2016].
12