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Marketing Planning Assignment : | River Island

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Added on  2020-01-07

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We will discuss- changing perspectives in marketing planning. Evaluating the organization's capability for planning its future marketing activity. The main techniques for organizational auditing for analyzing external factors. Organizational auditing and marketing plan are discussed. Explanation of the marketing planning process is essential in the strategic planning process. Techniques for new product development. Recommendation for pricing policy, distribution, and communication mix. factors that affect the implementation of the marketing plan. River Island organization operates its business in the United Kingdom. Along with this, an organizational capability for planning is future activity is evaluated.

Marketing Planning Assignment : | River Island

   Added on 2020-01-07

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MARKETING PLANNING
Marketing Planning Assignment : | River Island_1
ContentsIntroduction..........................................................................................................................................3Task 1...................................................................................................................................................31.1 Changing perspectives in marketing planning.......................................................................31.2 Evaluating the organization capability for planning its future marketing activity................41.3 The main techniques for organizational auditing for analysing external factors...................51.4 Organisational auditing..........................................................................................................6Task 2...................................................................................................................................................7Task 3...................................................................................................................................................73.1 Marketing plan.......................................................................................................................83.2 Explanation of marketing planning process is essential in strategic planning process.........93.3 Techniques for new product development...........................................................................103.4 Recommendation for pricing policy, distribution and communication mix........................113.5 factors that affect implementation of marketing plan..........................................................13Task 4.................................................................................................................................................134.1 Ethical issues influencing marketing planning....................................................................134.2 Response to ethical issues....................................................................................................144.3 Consumer ethics...................................................................................................................14Conclusion..........................................................................................................................................15References..........................................................................................................................................162
Marketing Planning Assignment : | River Island_2
INTRODUCTIONMarketing plan is a overall document which outline an organization marking efforts andadvertising for its new product and services in coming years. Further it is a road map whichprovide direction to a business for reaching its goals and objectives. The present report is basedon River Island organization which operates its business in United kingdoms. It expand itbusiness in new geographical area and now it have 350 stores in UK. In the present report,external factor which are affecting the marketing planning is analysed. Along with this, anorganizational capability for planning is future activity is evaluated. Apart from this the wayfactors affecting the implementation of marketing plan is explainedTASK 11.1 Changing perspectives in marketing planningMarketing is an attribute that has changed with industrialisation and globalisation. Therehas been a huge contribution of technology in changing the marketing strategies and techniqueswhich business organisations use. The growth of internet and television has made individualsmore aware and gather more information regarding respective products and services. RiverIsland since its establishment has been progressing due to effective marketing strategies andgood quality clothes and accessories (Meidan, Moutinho and Chan, 2015). Right from the onsetof 20th century, there has been significant developments in manufacturing of computers. Astechnology progressed, business organisations took on new ways to communicate their productsand services.Earlier customer centric approach was not preferred. Profit orientation was the mainfocus of organisations. This implies that marketing planning was performed for gaining moreprofit share rather than getting customer share. The use of internet and web based applicationshas led to change in perceptions of enterprises (Ayub and et. al., 2013). Currently organisationsuse digital marketing platforms and customer centric approach in their marketing planning. Theproducts and services of River Island are communicated to prospective candidates by using thepreferences and choices of customers. Moreover, the future capabilities of the company are alsoassessed nowadays while performing the marketing planning function. 3
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1.2 Evaluating the organization capability for planning its future marketing activityWorking as a manager of River Island Swot Analysis is conducted for finding out thecapability of company in order to plan its future marketing activity. Strength of River IslandStrength of River Island is that it make innovative product and keep the price lower ascompare to its competitor. It respond to the changes which help in retaining a customer forlonger period of time (Niederwieser, Horowitz and Iida, 2016.). It makes product which aredifferent from its competitor which lead to increase in sale and profitability. Quality of itsproduct is also good which lead to increase in sale and increase customer satisfactions.Weakness of River IslandWeakness of River Island is that change in season is a big problem which is faced byRiver Island because of the rise in global warming. This make hard for organization to predictweather of next month according to which it can make products (Sarwar, Ramachandran andHosseinian-Far, 2017). Its another weakness is that online presence of River Island is very weakso it unable to target large number of customers. There are many people who are not aware of itsproduct and services.Opportunities of River Island River Island have opportunity to expand its business by making online presence strong(McCamley and Gilmore, 2016.). It can make online website so that people came to know itscompany product and services. Further it can adopt advance technology which help in makinginnovative product at lower cost of productions. Threats of River IslandThreat of River Island is its competitor which are making same product for customers(Niederwieser, Horowitz and Iida, 2016.). It have not enough finance available for adopting newtechnology which is one of the threat of River Island. Hence, above mentioned SWOT analysis of River Island show the strength and weaknesswhich help in proper planning of future marketing activity. 4
Marketing Planning Assignment : | River Island_4

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