Marketing Plan for Next Plc: Analysis of Marketing Mix, BCG Matrix, Ansoff Growth Strategy Matrix, and Customer Driven Strategy

Assessment 2 Individual
report
1

Executive Summary: In reference to marketing, it plays a very important role when it comes to
promotion of services or products and it is very important for the organisations to prepare a well
effective marketing plan for the purpose to address these issues in a effective manner.
2

Table of Contents
Introduction.....................................................................................................................................3
Objectives of marketing plan...........................................................................................................3
Marketing Mix.................................................................................................................................3
Marketing analysis BCG ................................................................................................................5
Ansoff growth strategy matrix ......................................................................................................6
Customer Driven Strategy .............................................................................................................7
Conclusion and Recommendations...............................................................................................10
3

Introduction
Marketing refers to the activity of promoting goods and services in order to induce
customer base and increase brand awareness of a company. The purpose of this report is to
prepare a marketing plan in order to address the issues discussed in the assessment 1 which
comprises of the right strategies, problems related to marketing techniques and much more. In
addition to that, it comprises of the various other marketing issues or problems faced by the
organisation in reference to the marketing. This report is in relation with next plc, which is a UK
based multinational clothing company having its headquarters in Enderby, England. This report
discuss the marketing mix and BCG Matrix as well as Ansoff growth matrix to suggest a
customer driven strategy in order to gain competitive advantage and overcome shortcomings of
the organisation.
Objectives of marketing plan
The smart objectives of the marketing plan is discussed below:
In reference to the marketing plan of the company, it comprises of the major objectives :
 To Formulating constructive techniques.
 To increase profitability margins
 To foster expansion and growth
Specific: The major objective of this plan is to increase customer engagement in the
commodities of the company through increasing brand awareness.
Measurable: The objective of this plan is to increase profitability margins by 20%.
Attainable: Through devising this marketing plan, the company would be able to foster its
growth and expansion.
Realistic: The objectives of the marketing plan are achievable and feasible through right and
constructive techniques.
Time: 6 months
Marketing Mix
Marketing mix refers to the major components which directly affect the decision making
and growth of an organisation in the market. In context to organisation, the company can use and
4