Marketing Planning TASK 2.

Marketing Planning
TASK 2

RIVER ISLAND
• Renowned retailer in
clothing and apparels.
• Established in 1948
• Founder of the company is
Bernard Lewis.
• Headquartered in London.

2.1 Barriers to marketing planning
These have been described as follows:
• Economical barriers: River Island’s marketing strategies will
be largely affected by economic attributes if not analysed
correctly.
• Cultural barriers: Organisation has to prepare the marketing
strategy according to cultural beliefs of individuals.

Continued…
• Demographical barriers: The changes in population, age and
behaviour of individuals in a particular segment are considered
as demographical barriers.
• Political barriers: River Island can face difficulty in
executing the marketing plans which are developed for
products and services and not in accordance with political
factors.

2.2 Overcoming barriers
Following strategic steps can be taken by the company for
reducing the negative impact of barriers and produce a smooth
marketing plan.
• Venture capitalists and financial analysts can help in analysing
economic barriers and their impact so that implementation of
marketing plan is smooth.

Continued…
• The techniques and strategies which can hurt cultural
sentiments of individuals should not be adopted by the
company for avoiding cultural barriers. It will help in
overcoming former social conflicts and clashes.
• Political barriers can be resolved if River Island keeps a record
and check on the political activities of government.

REFERENCES
Books and Journals
• Hollensen, S., 2015. Marketing management: A relationship
approach. Pearson Education.
Online
• Six Barriers to Effective Planning. 2017. [Online]. Available
Through:<http://smallbusiness.chron.com/six-barriers-
effective-planning-45281.html>. [Accessed on 28th March,
2017].