Marketing planning process PDF

MARKETING PROCESS PLANNING
BUSINESS REPORT
RIVER ISLAND
STUDENT ID:
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EXECUTIVE SUMMARY
This report evaluated every aspect of marketing strategy, including microeconomics and
macroeconomics aspect of River Island. The organisation has in place already a marketing strategy
which was described in this report, a PESTLE ,SWOT and McKenzie 7P’s analysis was done and
from here we can see that River Island needs improvement in terms of celebrity endorsement, the
company will need to put in place a Marketing Plan involving social media.
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TABLE OF CONTENT
Introduction...........................................................................................................4
Company’s profile....................................................................................................4
Key elements of the Marketing Function in River Island......................................................4
Interrelationship between Marketing and other organisational units..........................................4
Marketing Functions in the wider organisational environment................................................5
Microenvironment..............................................................................................5
Macroenvironment.............................................................................................5
The application of the Marketing Mix to the marketing planning process...................................6
The competitive advantage of River Island against Mark &Spencer.....................................7
Strategic Marketing Plan..........................................................................................7
SWOT Analysis.................................................................................................10
PESTLE Analysis...............................................................................................11
SMART Objectives............................................................................................12
STP Strategy....................................................................................................12
Tactics...........................................................................................................12
Implementation Strategy.......................................................................................13
Evaluation and Control........................................................................................13
River Island Integrated Marketing Communication Plan....................................................13
Situation Analysis..............................................................................................13
Segmentation Strategy........................................................................................13
Launch strategy objectives...................................................................................13
Strategy and channels.........................................................................................13
Tactics...........................................................................................................14
Budgeting.......................................................................................................14
Conclusion........................................................................................................15
References ........................................................................................................16
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Introduction
This report will analyse Marketing concepts for River Island and the company is affected by
several factors from marketing mix, will analyse the strategic marketing plan though tools
like SWOOT, PESTLE ,SMART and STP. The report will evaluate the integrated marketing
mix and beneficial can be for the company .
Company’s profile
In the last fifteen years, commercial companies have grown their use of technology, and a
significant percentage of them do not consider the service internet sales over physical
acquisitions (Yu, Ramanathan, and Nath, 2014). The total of consumers in online retail stores
is speedily growing, and many individuals who buy goods and items from online stores do so
using their own digital tools. Only 35% of people in the UK consider that online clothes
shopping for retail items such as garment, fashion, foods, digital tools, and electrical device is
faster and more accessible than physical shopping (Filimonau and Gherbin, 2017).
River Island is the UK's leading fashion brand, offering a wide range of beautiful apparel at
reasonable costs with good quality. River Island stylish clothing for men and women aged 16
to 30. With 250 stores and a large choice of accessories including denim, dresses, knitwear,
jackets, and jewellery, there's something for everyone.
The business also provides online shopping to "get the most out of it" for its customers. The
clothesline's basic concept is intelligent, and clients sense a link between clever and informal.
Key elements of the Marketing Function in River Island
Marketing is the method by which companies offer benefit for their consumers in trade for
long-term relationships. In trade for their profit, marketing expands, attaches, and encourages
consumers, and it generates constructive consumer relations. When it comes to assessing
River Island's marketing expertise, they have several particularly obvious designs that
increase their reputation and productivity. Every single market has numerous consumers who
talk about their demands with several corporations in direct to be contacted professionally. To
go through consumer wishes, it is essential that the corporation appreciates its own
requirements. (Verhage and Visser,2018,)
River Island is one of the UK's most famous fashion product merchants, offering a wide
selection of charming but priced clothing to people in the 18-30 age category. While the
central River Island name is conducted by the preponderance of supply, the corporation has
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