Marketing Strategy and Plan

Running head: MARKETING STRATEGY AND PLAN
MARKETING STRATEGY AND PLAN
Name of the Student
Name of the University
Author Note

1MARKETING STRATEGY AND PLAN
Executive Summary:
The main aim of the paper is to recommend a digital campaign, which needs to be
implemented in House of Fraser for responding to the identified challenges in regards with
the existing marketing strategies. The purpose of this paper is to analyse the existing
positioning strategies for deducing the framework of marketing communication goals and
SMART objectives. The paper has discussed the existing strength, weaknesses, opportunities
and threats of the organisation in the UK market. It is concluded by presenting a summary of
the challenges and recommendations for House of Fraser.

2MARKETING STRATEGY AND PLAN
Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................4
Company background............................................................................................................4
SWOT Analysis of House of Fraser in UK:...........................................................................4
Segmentation and targeting:...................................................................................................5
Brand position analysis..........................................................................................................6
Brand positioning goal:..........................................................................................................8
Brand Communication objectives -SMART Goals:..............................................................9
Digital campaign:.................................................................................................................11
Conclusion:..............................................................................................................................13

3MARKETING STRATEGY AND PLAN
Introduction
The blueprint or comprehensive document, which outlines marketing and advertising
efforts for the future, is known as marketing plan. A marketing plan is prepared for
accomplishing marketing objectives within a stipulated time period (Baker 2016). It depicts
the operational document of business targeting and advertising for expansion of the target
market. The main purpose of the report is to prepare a strong digital marketing plan for
House of Fraser in order to strengthen the existing marketing strategies. This will help in
extensive product development as well as market expansion of the organisation. The
marketing plan helps in tailoring main messages for various bases of segmentation. Proper
selection of media platforms for the facilitating the communication of the new markets, is
possible by preparing a feasible marketing plan. It also helps in setting a success metric for
(re)structuring the product and positioning timeline. The first phase of marketing planning
comprises of sales projection and the assessment of promotional incorporation effectively and
efficiently. The process allows the product or service offerings to identify the areas for
planning as well as strategizing customer engagement. The assessment involves both
competitive position evaluation as well as new strategic implementation. The next stage
included organizing strategies and objectives. It establishes the relationship in proposed
activities and business operations.
Apart from the digital marketing campaign, the purpose of the paper also includes the
analysis of the existing positioning strategies for deducing the framework of marketing
communication goals and SMART objectives. The paper will also emphasize on the existing
strength, weaknesses, opportunities and threats of the organisation in the UK market.