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Changing Approach to Marketing Planning INTRODUCTION 1 TASK 11 1.1 Changing Approach to Marketing Planning

   

Added on  2020-01-28

14 Pages4095 Words318 Views
Marketing Planning

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Changing approach to marketing planning.......................................................................11.2 Hilfiger’s capability for planning future marketing activity............................................21.3 External organizational audit which affects marketing planning.....................................31.4 Internal Audit for Hilfiger................................................................................................4TASK 3............................................................................................................................................5Executive Summary (3.1).......................................................................................................53.2 Role of Marketing Plan in Corporate Strategy.................................................................63.3 Techniques for New Product development and product description................................73.4 Pricing and distribution strategy.......................................................................................73.5 Communication strategy and Implementation..................................................................84.1 Ethical issues that affects marketing activities.................................................................84.2 Way through which Hilfiger respond to ethical issues.....................................................94.3 Consumer ethics and its effect on marketing planning..................................................10D3 Evidence of including clarity in the plan........................................................................10CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................12

INTRODUCTIONMarketing can be determined as a process that enables the firm to convey informationregarding 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). Withthis respect, proper plan is make by management so that they can reach out customers effectivelyand efficiently. Present report is about Hilfiger, which designs and manufacturers high endapparel for children, men and women. This report covers changing perspectives in marketingplanning. Further, it covers barriers that arise to marketing planning. Moreover, it coversmarketing plan for a product or service. Lastly, it also includes respond of organization towardsethical issues. TASK 11.1 Changing approach to marketing planningAs per the organization, that is Hilfiger has many changing approach to marketingplanning among which few of them are as follows:Changing approaches to marketingplanningThere are different set of marketing approacheslike marketing mix, strategies of Push and Pull,situational analysis, perceptions, etc. All these arehelpful enough to make Hilfiger to reach theirgoals and objectives. Further, these also enable toidentify the strategies that cited firm can adopt inorder to develop strong customers base. Forexample, as per situational analysis, cited firmwill aim at understanding current problems orissues and accordingly steps will be taken toovercome them.Traditional marketing planningThis can be determined as the four P's which areproduct, price, place and promotion. It enables thefirm to select the right audience and in providingthem products and services accordingly1

(Bickhoff, Hollensen and Opresnik, 2014). Itenables to developed strategies that will make theorganization to achieve their organizational goalsand objectives. For example, marketing mix helpHilfiger to design their plan for different areaslike products, price, place, promotion, etc.Modern marketing planningWith the change in technology, management isable to make use of different set of tools that arehelpful enough to make the organization reach outpotential customers. In this context, Hilfiger makeuse of social media like Facebook, Twitter, etc.For example, cited firm provide informationabout their products or changes in Facebook andthis enables them to know perception ofcustomers.1.2 Hilfiger’s capability for planning future marketing activityThere are different department which work together with an aim to make sure that withthe combined efforts customers can be satisfied. In this context, there are combined capabilitiesthat make the Hilfiger to do so:Financial capabilityAll the business operations of Hilfiger areeffective enough through which management isable to gain huge profit (Leonidou Katsikeas andMorgan, 2013). When any type of businessactivities are planned, then it requires financialsupport and for this purpose planning is essentialby Hilfiger in order to complete the set goals.Physical capabilitiesThis can be determined as the individual skills orcapability to person a task. In this context, for thefuture marketing activities management have2

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