Marketing Plan for a Local Business

This assignment focuses on developing a marketing plan for a fictional local business. Students are provided with case study information about the business and tasked with applying various marketing concepts, including market segmentation, target audience identification, positioning strategies, promotional mix decisions, and budgeting considerations. The assignment emphasizes strategic thinking, analytical skills, and practical application of marketing principles.

Marketing Planning

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Changing approach to marketing planning.......................................................................1
1.2 Hilfiger’s capability for planning future marketing activity............................................2
1.3 External organizational audit which affects marketing planning.....................................3
1.4 Internal Audit for Hilfiger................................................................................................4
TASK 3............................................................................................................................................5
Executive Summary (3.1).......................................................................................................5
3.2 Role of Marketing Plan in Corporate Strategy.................................................................6
3.3 Techniques for New Product development and product description................................7
3.4 Pricing and distribution strategy.......................................................................................7
3.5 Communication strategy and Implementation..................................................................8
4.1 Ethical issues that affects marketing activities.................................................................8
4.2 Way through which Hilfiger respond to ethical issues.....................................................9
4.3 Consumer ethics and its effect on marketing planning..................................................10
D3 Evidence of including clarity in the plan........................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing can be determined as a process that enables the firm to convey information
regarding the products and services which they want to deliver to customers. In this context,
there are different set of tools that are implemented (Athey, Suckling and Rogers, 2012). With
this respect, proper plan is make by management so that they can reach out customers effectively
and efficiently. Present report is about Hilfiger, which designs and manufacturers high end
apparel for children, men and women. This report covers changing perspectives in marketing
planning. Further, it covers barriers that arise to marketing planning. Moreover, it covers
marketing plan for a product or service. Lastly, it also includes respond of organization towards
ethical issues.
TASK 1
1.1 Changing approach to marketing planning
As per the organization, that is Hilfiger has many changing approach to marketing
planning among which few of them are as follows:
Changing approaches to marketing
planning
There are different set of marketing approaches
like marketing mix, strategies of Push and Pull,
situational analysis, perceptions, etc. All these are
helpful enough to make Hilfiger to reach their
goals and objectives. Further, these also enable to
identify the strategies that cited firm can adopt in
order to develop strong customers base. For
example, as per situational analysis, cited firm
will aim at understanding current problems or
issues and accordingly steps will be taken to
overcome them.
Traditional marketing planning This can be determined as the four P's which are
product, price, place and promotion. It enables the
firm to select the right audience and in providing
them products and services accordingly
1

(Bickhoff, Hollensen and Opresnik, 2014). It
enables to developed strategies that will make the
organization to achieve their organizational goals
and objectives. For example, marketing mix help
Hilfiger to design their plan for different areas
like products, price, place, promotion, etc.
Modern marketing planning With the change in technology, management is
able to make use of different set of tools that are
helpful enough to make the organization reach out
potential customers. In this context, Hilfiger make
use of social media like Facebook, Twitter, etc.
For example, cited firm provide information
about their products or changes in Facebook and
this enables them to know perception of
customers.
1.2 Hilfiger’s capability for planning future marketing activity
There are different department which work together with an aim to make sure that with
the combined efforts customers can be satisfied. In this context, there are combined capabilities
that make the Hilfiger to do so:
Financial capability All the business operations of Hilfiger are
effective enough through which management is
able to gain huge profit (Leonidou Katsikeas and
Morgan, 2013). When any type of business
activities are planned, then it requires financial
support and for this purpose planning is essential
by Hilfiger in order to complete the set goals.
Physical capabilities This can be determined as the individual skills or
capability to person a task. In this context, for the
2

future marketing activities management have
distributed the work among employees so that
they can support the firm.
Human capabilities Employees are the face of Hilfiger as they have
direct interaction with customers (Craig and
Campbell, 2012). They are the one who present
the products and services to people. As their
future marketing activity, management provide
their workers with proper training so that they
will be able to provide effective and high quality
services to customers. They are helpful enough to
develop strong customers base.
1.3 External organizational audit which affects marketing planning
Below given are the external analysis with the help of PESTLE analysis:
Political factor This can be determined as the factors like
Monitory and fiscal, when changes take place in
there policies, then firm has to make changes in
their prices. When frequent changes take place,
then it affects the business negatively. For
example, when tax rates increases, then firm has
to raise the price of the products. On the other
hand, when tax rate decreases, then the price will
reduced by Hilfiger.
Economic factors This can be determined as the factors like
inflation rate and recession due to which buying
power of customers gets affected (Sadjadi,
Yazdian and Shahanaghi, 2012). For example, in
a market when there is inflation rate, then the
purchasing power of customers gets affected
3

negatively.
Social factors Changes in taste and preference take place
frequently and it essential for management to
understand these changes and develop products
and services accordingly. When firm do not
make changes as per requirement, then it affects
the growth and sales of Hilfiger
Technology factors Changes in technology take place when the
change in time (Pestle Analysis, 2014). It is
important that management of Hilfiger to make
improvement or update the technology so that
they will be able to provide better services to
customers.
Legal factor There are different set of laws that are followed
at diverse countries. It is important that laws
should be followed so that positive perception
can be developed among customers mind (Wrenn
and Mansfield, 2014). Hilfiger should made sure
that laws are followed so that they develop a
strong customers base.
Environmental factors It includes factors that affect product like change
in climate, pollution, etc. When these
environmental factors are not considered by firm,
then Hilfiger get affected negatively.
1.4 Internal Audit for Hilfiger
In order to perform organizational audit, there are different tools that can be implemented
among which it includes tools like SWOT analysis, Stakeholders analysis, Value chain analysis,
Porter 5 forces, PESTLE analysis, etc. Below given are the internal analysis done for Hilfiger:
4

SWOT analysis: It is a type of tool which enable to know were the firm stands. There are
four elements that are covered and they are as follows:
Strengths:
 There are about 90 countries in which it
operates its business.
 It has strong distribution network
(Nijssen and Frambach, 2013).
 Brand visibility and advertisement is
highly popular.
 It is highly recognized brand around the
world. Employees are highly skills and
capable and support Hilfiger to achieve
their desired goals.
Weaknesses:
 The cost for maintenance and brand
protection cost is high.
 There is high competition for
segmentation in order to establish
brand.
 The online presence of cited firm is
very low.
 The turnover rate of employees is very
high.
Opportunities:
 Making frequent changes and making
innovations.
 Use of technology can be made by
Hilfiger through which better services
can be provided. Developing expansion of product
services and line (Pitta, 2012)
Threats:
 High competition from international
brands
 Frequent changes in fashion trends.
 Substitute products is high.
TASK 3
Executive Summary (3.1)
Marketing plan can be determined as the process that enables the organization to develop
strategies with the help of which information related to products and services will be displayed.
In order to introduce new range of product, management will conduct market research and
identify the preference of customers (Priya, Baisya and Sharma, 2010). Product will be selected
from the experimentation and marketing testing. Further, market penetration method will be
5

implemented by Hilfiger and this will enable to cover large market. Further, online and physical
store will be selected from which product will be distributed to service users. In addition to this,
television and social media will be used in order to communicate regarding the new product. By
these process, management will be able to develop new range product of shoes in Dubai.
3.2 Role of Marketing Plan in Corporate Strategy
Corporate strategy can be determined as a way to develop value of the product of service
that Hilfiger is willing to deliver. On the other hand, marketing strategy is the combined efforts
of marketing goals in order to make comprehensive plan (Fahy and Jobber, 2012). So as to
develop effective marketing plan, it is important to have focus and market research so that one
will be able to list out the plan with the help of which it is possible to enter into Dubai by
Hilfiger.
In this context, below given are the strategies that can be implemented by firm through
which business expansion is possible:
Market research Taste and preference of customers are different
at diverse countries. Market research will be
helpful Hilfiger to make the changes in the
services and products through customers base
can be developed.
Promotional strategy There are various sources that can be used to
promote the products (Ndubisi, 2007). In this
context, internet and television will be used by
Hilfiger mainly for promoting the products.
Further, it also enables to know perception of
people towards the services and products that
are delivered to them by Hilfiger.
Targeting It is essential to select the target audience as it
becomes easy to developed strategies. When
target customers are set, then they get to know
the areas in which improvement needs to be
6

made and that strategies that are been
implemented with the help of which Hilfiger
can develop strong customers base.
3.3 Techniques for New Product development and product description
There are various techniques that can be implemented with the help of which firm can
develop product and make it reach to customers. In this context, below given are two means that
will be helpful for Hilfiger in developing new range:
Experimentation: As per this type of technique that will be implemented by the Hilfiger.
In this technique, management will identify the preference of customers at Dubai and then they
will identify the products that are mainly preferred by them (Sadjadi, Yazdian and Shahanaghi,
2012). There high product line that is provided by cited firm. This technique will help to identify
the product that can be delivered at Dubai and various ways can be identified through which
strong customers base can be developed and proper information can be provided.
Market testing: In this technique, management of Hilfiger will identify the competitors
that provide similar products and services. This will be helpful in listing out the strategies which
will enable to develop the new range of products at Dubai. Market testing can be taken from
customers by making them fill questionnaire which will help Hilfiger to know who service users
can be satisfied.
Below given are the brand for which marketing plan is being developed:
Benefit Unique design for shoes which will for both men and
Women
Colour Will cover mostly all type of colours
Packaging It will be packed properly so that not damage caused
to it.
Usage occasion Party wear
This product will provide the opportunity that the shoe will not get wet even if one wears
it for long time or in rain.
7

3.4 Pricing and distribution strategy
There are different type of strategies that can be implemented by the firm. In this context,
for the new product range of shoes, management will make use of market penetration. It is a type
of method in which product will be sold at low price. It enables to cover large market with in
small period. When people get to know about the product, then price will be raised (Wrenn and
Mansfield, 2014). People do not have any idea about the product about however when it will be
sold at low price, then customers make use of it and when all the requirement of customers are
satisfied, then it will help the product through words of mouth.
In order to make distribution, management will develop their own physical store and
online selling. There rate of internet users are increasing drastically and this will be favourable to
attract more and more customers. For this purpose, official page will be developed and other
social sites will be developed with the help of which information will be provided to customers.
Further, the physical store will enable to grab attention of people and they get the opportunity to
clarify all their doubts regarding the product.
3.5 Communication strategy and Implementation
There are many sources through which information can be conveyed to customers. In this
context, management can make use of Television, radio, social media, etc. Among all these, two
of the sources will be used mainly, they are television and social media. There are many channels
in which advertisement can be displayed (Athey, Suckling and Rogers, 2012). Further,
displaying advertisement on social media will enable to know the perception of customers
towards the product. For example, Facebook will be used to introduce the new product. This will
also help to know perception of people towards the product. Change can be made in case the
perception of customers is not favourable. This strategy will be helpful in reaching out the
promotional objectives.
In other to implement the plan, it is important to have skilful workers, research and
financial support. With these sources, management of Hilfiger will be able to implement the plan
successfully.
8

4.1 Ethical issues that affects marketing activities
There are different type of ethical issues that should be considered by the organization or
else it affects negatively to customers perception. Below given are the ethical issues that are
faced by Hilfiger:
Delivering channels Direct marketing can be determined as one of
the most effective method to advertise and to
clarify all the doubts that arise in the mind of
customers. However, when advertisements are
made of the products, then all the information
is not conveyed and this becomes an issue as it
is important to deliver proper information.
Issues in market research There are situations in which management to
conduct proper marketing research due to
which the result that has been identified is not
helpful (Bickhoff, Hollensen and Opresnik,
2014). In such condition the business
operations that are planned may not workers as
it was planned and thus it becomes an issue.
Promotion and advertising The information that is provided about the
product should not present negative impression
and it conveys the details that management
want to deliver through their products.
4.2 Way through which Hilfiger respond to ethical issues
It is essential to take important steps to measure ethical issues. There are different
policies that are followed and so as to reduce the impact of ethics, management of Hilfiger
should make sure that all the policies are followed (Craig and Campbell, 2012). Further, it is
important that information related with the strategies are share with employees so others get to
adjust with the changes that will take place. Employees present the product and if they do not
know about the changes, then they will not be able to deliver services effectively. Further,
9

suggestions and feedback should be taken workers as they work closely with customers and they
know better about the changes that can be implemented within the organization. Moreover, there
should be healthy competition among firms that deliver similar products and services. For
example, any type of illegal activity should be operated in the organization.
4.3 Consumer ethics and its effect on marketing planning
There are various ethics that should be followed by management towards customers. In
this context, it includes return of product. In case the product provided by Hilfiger is defected or
customers find any type of issues, then firm should relate it or make changes. This will enable to
develop positive perception among customers mind (Leonidou, Katsikeas and Morgan, 2013).
All the services and products that are delivered by the firm needs to in in such a way that is
satisfies all requirement. Further, customers should be provided with vouchers for the purchase
that they make. With this respect, they should make sure that customers will make more
purchases and this is the type of services that can be provided to service users.
D3 Evidence of including clarity in the plan
Gantt chart:
Activities/Week 1 2 3 4 5 6 7 8 9 10
Talk to suppliers
Collect Facts
Market situation analysis
Pooling of Funds
Application of strategies
Installation of new assets
Initiate the project
Importing of quality and
material
Employee training
10

Monitoring
Time scale: In order to complete the task, it will take up to 3 months time.
Budget required: £15000 will be required to establish the business.
CONCLUSION
There are different tools that are helpful for the organization to know were they stand.
One of the best tool is SWOT analysis in which management get to know the threat that they
faced and the areas in which they need improvement. Employees have direct interaction with
customers and so they should be provided with proper training as it will enable them to
understand services users and to provide them services accordingly. Moreover, research should
be conducted that will enable to know the customer's taste and preference and the strategies used
by competitors. This will help to develop strategies to enter into a new market.
11

REFERENCES
Books and Journals
Athey, V. L., Suckling, R. J. and Rogers, T.K., 2012. Early diagnosis of lung cancer: evaluation
of a community-based social marketing intervention. Thorax. 67(5). pp.412-417.
Bickhoff, N., Hollensen, S. and Opresnik, M., 2014. Step 2: Strategic and Operative Marketing
Planning—Segmenting, Targeting, Positioning. In The Quintessence of Marketing pp. 47-
110. Springer Berlin Heidelberg.
Craig, T. and Campbell, D., 2012. Organisations and the Business Environment. 2nd ed.
Routledge.
Fahy, J. and Jobber, D., 2012. Foundations of marketing. McGraw-Hill Education.
Leonidou, C. N., Katsikeas, C. S. and Morgan, N. A., 2013. “Greening” the marketing mix: do
firms do it and does it pay off?. Journal of the Academy of Marketing Science. 41(2).
pp.151-170.
Ndubisi, N. O., 2007. Relationship marketing and customer loyalty. Marketing intelligence &
planning. 25(1).pp..98-106.
Nijssen, E. J. and Frambach, R.T., 2013. Creating customer value through strategic marketing
planning: A management approach. Springer Science & Business Media.
Pitta, D., 2012. The challenges and opportunities of marketing to Millennials. Journal of
Consumer Marketing, 29(2).
Priya, P., Baisya, K. R. and Sharma, S., 2010. Television advertisements and children's buying
behavior. Marketing intelligence & planning. 28(2).pp..151–169.
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.
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.
Wrenn, B. and Mansfield, P.M., 2014. Marketing planning guide. Routledge.
Wrenn, B. and Mansfield, P.M., 2014. Marketing planning guide. Routledge.Ndubisi, N. O.,
2007. Relationship marketing and customer loyalty. Marketing intelligence & planning.
25(1).pp.98-106.
12