Principle of Marketing

Principle of Marketing

Table of Content
INTRODUCTION...........................................................................................................................................3
MAIN BODY.................................................................................................................................................3
Executive summary..................................................................................................................................3
Company description...................................................................................................................................4
Situational analysis......................................................................................................................................4
Marketing strategies....................................................................................................................................6
CONSLUSION...............................................................................................................................................9
REFERENCES..............................................................................................................................................10

INTRODUCTION
Marketing principles are considered as marketing ideas which are using by an
organisation to make effective marketing strategies. These are the principles that help the
business in making more appropriate product promotional strategies and methods. The various
principles of marketing are available which are known as 4Ps marketing strategies which stand
for product, price, place and promotion. For making deep understanding about this concept the
organisation which has taken into consideration is Rawlinson Knitwear which is focussing on
manufacturing school wear and corporate wear garments. As per the current scenario, company
is giving their emphasis on manufacturing western wear in order to enhance market share. For
this, they are making a marketing plan which includes their objectives, strategies, external and
internal factors will cover in this study.
MAIN BODY
Executive summary
The organisation Rawlinson Knitwear is concerning for coming up with new products in the
marketplace that is western wear clothes for young generation people. In this regard, an effective
marketing plan is essential to prepare so that they can make effective strategies related to price,
promotion, distribution, products, position and others. The above study is explained all these aspects in
detail which will help the organisation in attaining their desired outcomes from introducing new
products in the marketplace (Pozdnyakova, 2015).
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Company description
Rawlinson Knitwear is a well known company of the UK market for manufacturing higher quality
plain, bespoke and personalised school uniforms and corporate wear. This organisation was established
in 1935 and owned by an employee in 2015. In terms to increase their market share and brand value
they are coming up with western wear so that they can attract more and more customers towards their
products and services. The main vision of this company is to become a “great place to work for and
with” by demonstrating and living values daily. And mission of this company is to provide a variety
western cloth so that they can earn higher profit and brand value. With the help of their new western
wear they are trying to target young generation people as in the present world most of the people want
to wear western cloths which also enables them to attain higher competitive advantage among the
manufacturing industries (Kamarulzaman and Madun, 2013)
For successfully launching the new products in the marketplace they are making marketing plan
as it helps them in making the best utilisation of all the physical and human resources effectively so that
all determined objectives can be achieved. Along with this, it helps in establishing proper coordination
among all the marketing activities of the organisation and assist in making appropriate decisions.
Situational analysis
In order to operate all the business activities smoothly it is essential for the Rawlinson Knitwear
to analyse the situation of external and internal environment of the business. As this will help them in
ascertaining all the factors like employees, customers need and demand, social trends, market trends,
suppliers etc. In this aspect, for ascertaining the external and internal environment of the organisation
the manager of Rawlinson Knitwear can use PESTEL and SWOT analysis which are defining below:
PESTEL analysis
It is an effective tool for an organisation as it helps them in assessing all the macro
environmental factors which have great impact on the operations of business. This framework consist
elements within which are describing beneath:
Political factors: These factors are related to the rules and regulations of the government from which
they intervene in a certain industry. It includes tax policy, trade policy, labour law, corruption and many
others. While operating activities related to launch new products in the market consideration of these
factors is required as it has huge impact on the business. For example, if government will regulate free
trade policy in the economy then it will allow the organisation like Rawlinson Knitwear to trade across
their nation borders (Robson and et. al., 2015).
Economical factors: These are related to the economic conditions which include economy growth,
inflation rates, interest rate and many others. All these have huge impact on the performance of the
business. For example, if the inflation rate will increase in the economy then it will direct lead impact on
purchasing power of the customers in negative which results lower productivity and profitability of the
company.