Maintaining Ethical Standards in Marketing: A Case Study of Superdrug Stores PLC

Marketing planning
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Table of Contents
INTRODUCTION................................................................................................................................3
TASK 1.................................................................................................................................................3
1.1....................................................................................................................................................3
1.2....................................................................................................................................................4
1.3....................................................................................................................................................5
1.4....................................................................................................................................................5
Task 2....................................................................................................................................................7
2.1....................................................................................................................................................7
2.2....................................................................................................................................................7
TASK 3.................................................................................................................................................8
3.1....................................................................................................................................................8
3.2....................................................................................................................................................8
3.3....................................................................................................................................................8
3.4....................................................................................................................................................9
3.5....................................................................................................................................................9
Task 4..................................................................................................................................................10
4.2 ................................................................................................................................................10
4.3 .................................................................................................................................................11
References..........................................................................................................................................12
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INTRODUCTION
Marketing is an activity of exchanging goods and services between buyers and sellers. It is a
process under which seller sells product and services to buyers and their value is determined in
terms of money. Organisation main intension behind marketing is render effective customer
satisfaction along with earn profitability. In order to conduct marketing activity, every business
organisation adopt some kind of marketing strategy and develop a systematic marketing planning.
Marketing planning can set according to the corporation objective and marketing executive
implement that in order to attain company's target within a specific time period. Marketing planning
is a process of analysing one or more potentially interesting marketplaces in order to determine how
business can optimally compete in them. In other it can be said that marketing planning process
typically results in a marketing strategy that can be used to enhance sales for the business producing
it. In this project report included an organisational auditing and analysis of external factors that
affect marketing planning with respect of Superbug Stores PLC. This company is dealing with
various health care product and beauty products. It have 900 stores across the UK and Ireland.
TASK 1
1.1
As per the case scenario, Superdrug stores PLC is a health and beauty retailer in the UK and
is the second largest in the country behind boots. This company is dealing with various health care
product and beauty products. It have 900 stores across the UK and Ireland. It stores of sell make up,
skincare, fragrance, health and well-being, mother and baby care, hair care and men's care products,
as well as toiletries and electrical items.
In order to develop marketing plan, organisation requires to make use of different perspective.
These perspectives are as follows- Market analysis- It is the first and most essential techniques in the marketing planning. In
this stage, Superdrug PLC requires to conduct an effective market analysis. Organisation
needs to make analysis before developing strategy (Bahadir, Bharadwaj and Srivastava,
2015). Cited venture should focus on conduct the internal and external research about the
market. In this stage, company identifies the current environmental factors as well as
competitors available in the market. Further it determine the actual customer demand related
to the product and services. For this purpose, cited venture can use the PESTEL, SWOT and
porter five force model. With assistance of this tool, cited venture understand the
environment and competition of business. In addition to this it can develop an appropriate
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strategy to compete I the competitive environment. Developing marketing strategy- After conduct the market internal and external analysis,
Superdrug PLC can develop an effective marketing strategy in order to survive its business
cooperation in the competitive market and attain the company predetermined objective.
Cited venture have objective to become the world best retail outlet and earn the maximum
profitability (Barrett and Weinstein, 2015). In this stage, organisation develop an
appropriate marketing strategy according to its objective. Formation of marketing mix- Marketing mix is very essential stage in the marketing
planning because through this company can set its marketing mix such as product, price,
place, promotion for different market. This will assist in delivering an desired product and
service to desired customers (Chen and et.al., 2015). Cited venture can able to fulfil the
customers requirement and develop an effective brand image in the market by user of t his
marketing mix tool.
 Identification of target market- It is very essential stage in the marketing planning under
which corporation can identify market for conducting marketing activities. In this stage,
organisation selects a particular market or segment in order to deliver its product and
services. Superdrug PLC identifies target market on the basis of geographical,
demographical, psychological and behavioural segmentation basis
1.2
As per the given case scenario, Superdrug stores Plc is a health and beauty retailer in the
UK market. It is trading in the 900 stores across the UK and Ireland. Its stores sell make-up,
skincare, fragrance, health and well-being , mother and baby care products. Cited company also
offers beauty and toiletry products under its own brand and online health services in the area of
men's health, women's health, sexual health, heart and lungs, travel heath and other. The major
objective of this firm is to develop effective relationship with customers to deliver them an
excellent quality product and services. Further it aim is to become famous retail company in the
world and earn the maximum profitability and market share (Homburg, Jozić and Kuehnl, 2015).
For attaining its purpose company requires to regular feedback option for customers so as it can
collect the various suggestion and improvement requirement. Company have strong capabilities
because it have 900 stores across the UK and Ireland. Cited venture have more than 14000 quality
and skilled employees which are giving their best efforts to attain company objective. Superdrug is
currently the UK's fastest growing health and beauty retailer more than doubling its profit in
2015.As per the survey it has been founded that company's products are satisfactory for customers
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