Principles of Marketing: JD Sports Strategic Marketing Plan

This project analyzes the elements of marketing mix and develops a strategic marketing plan for JD Sports, a leading sports fashion retailer in the UK. It discusses the importance of marketing plan, market strategy, and marketing mix. The project also highlights the current position of JD Sports and its vision, mission, and objectives.

Principles
Of
Marketing

EXECUTIVE SUMMARY
This project is based upon the Sports Retail organisation which is JD Sports as being
commonly known for its fashion retail company, headquartered in Bury of United Kingdom.
It is further listed in London Stock Exchange and is a constituent of FTSE 100 index. The
project analyse elements of marketing mix that are product, price, place, promotion, people,
process and physical evidence. It further develops strategic marketing plan of the
organisation by explaining its vision, mission and objectives. The managers of JD Sports is
leading trainer and sports fashion retailer in United Kingdom with many limited edition and
exclusive designs as compared to Adidas, Originals and Nike. The strategy implemented by
managers of JD Sports is to maximise revenue by 10% from 2020 to 2023 and increase
profits by 15% in future. This project also explains the market strategy of business through its
market segmentation, targeting and positioning for its potential customers.

Table of Contents
EXECUTIVE SUMMARY...................................................................................................................2
INTRODUCTION.................................................................................................................................4
MAIN BODY........................................................................................................................................4
1.Purpose of carrying out marketing plan..........................................................................................4
2. Current position of company.........................................................................................................5
3. Importance of marketing plan........................................................................................................7
4. Discussing market strategy............................................................................................................7
5. Marketing mix...............................................................................................................................8
CONCLUSION...................................................................................................................................10
REFRENCES......................................................................................................................................11

INTRODUCTION
Marketing is defined as the action of researching market demand for producing
finished goods in accordance with the capability to meet the requirement of potential
customers. It is the procedure to sell goods through advertisement, sales promotion, print and
social media, etc. The organisation selected for this project is JD Sports which is commonly
known for its fashion retail company, headquartered in Bury of United Kingdom. It is further
listed in London Stock Exchange and is a constituent of FTSE 100 index. This project
analyse seven elements of marketing mix and further explains various categories of market
strategy based upon segmentation, targeting and positioning. This project further describes
secondary data research of an organisation on the basis of its strategic marketing plan.
MAIN BODY
1.Purpose of carrying out marketing plan
Marketing plan is essential for an organisation as it help the company in formulating
its marketing objectives so that the overall objectives of companies can be achieved. It also
helps in giving direction to company so that it can effectively market its products in market
so that the attention of customers can be gained and sales of company can be increased.
Marketing:- Marketing is a business activity which help the business in promoting its
products and services in market so that customers can be attracted towards the company and
can help in increasing the sales of company. It includes activities such as advertising, selling
and delivering company products to its customers and businesses so that profits can be
earned, brand image can be built and a competitive advantage can be gained in market. In
order to effectively market company products it is important that an appropriate marketing
mix is applied by company (Ansari, 2014). These are the principles of marketing which help
in making the process of marketing more efficient and help in achieving the marketing
objectives of company. These principles can help in effectively formulating marketing
strategy which are essential in achieving company goals on time.
Benefits of Marketing:- There are various benefits of marketing the company
products and services in market that can help the company in gaining a competitive edge in
market and reaching to a large number of potential customers so that its sales can increase.

 Develop Customer Relationship Management (CRM):-Marketing can help the
company in developing strong customer relations which are helpful in making them
loyal towards company and also in enhancing their trust in its products. Through
CRM techniques the company focus on customer needs so that they can be made
available with the products that they want (Bhandari, 2018).
 Able to achieve organisation goals:-With the help of marketing the company can
achieve its goals as a large number of customers can be attracted towards the
company that help in increasing its sales which leads to increase in its profits.
 Optimum utilisation of company resources:-As the company markets its products
the demand in market for its products and services increase that lead to efficient
utilisation of company resources so that the customer demands can be effectively
fulfilled. This also helps the company n gaining economies of scale so that the cost of
manufacturing can decrease (Krishna and Schwar, 2014).
 Brand image: With the increasing marketing activities more number of customers
can be reached that help in building a strong brand image in market so that the trust of
customers can be gained which is effective in increasing competitiveness of company.
2. Current position of company
Strategic Marketing Plan:- This is the procedure which provides clear assumption
of company goals that are to be achieved in future. It is the role and responsibility of
managers to plan identifies their vision, mission, objectives and marketing strategy to
compete with their rivalries through their competitive strategies. Managers of JD Sports
implement this strategic marketing plan to analyse strategic approach in market planning as
to enlarge customers by increasing their high level of satisfaction.
Strategic Marketing Plan Explanation
Vision The vision of JD Sports is to be the most trusted company
in world.
Mission The mission of JD Sports is to become well known sports
fashion retailer in United Kingdom by supplying various
range of products to its customers with their shopping
experiences, quality and services.
Objective The main purpose for managers of JD Sports is to be more
palatable than raw in the strictest speaking sense for aiming
to sale large number of finished goods that results in

maximisation of profits (Piercy, 2014).
Websites The websites for JD Sports retail company is
www.jdsports.co.uk which describes the full detail
regarding organisation.
Size and Scope The managers of JD Sports is leading trainer and sports
fashion retailer in United Kingdom with many limited
edition and exclusive designs as compared to Adidas,
Originals and Nike (Tontuș, 2018).
Strategy The strategy refers as the ability to predict the future goals
in current years for accomplishment of success through
their competitive strategies. Managers of JD Sports
implement this to develop customer relationship through
supplying qualitative goods. It is further explained below
with reference to managers of JD Sports are as follows:-
 Maximise revenue by 10% from 2020 to 2023:- It
is the target or aim set by managers of JD Sports for
achieving their success in future period by
maximising revenue through 10% that creates
opportunity to sustain in global market through their
internal strength to control weakness and external
opportunities to overcome threats.
 Maximise profits by 15% in future:- The main
aim of organisation is to increase their profitability
ratios by expanding their business with specialised
products that attracts large numbers of target market
to consume goods in order to achieve satisfaction.
Key Person The Chief Executive Officer of JD Sports is Peter Cowgill.
Products The managers of JD Sports deals in clothing and sportswear
accessories by promoting and positioning their products to
increase brand awareness that result in goal
accomplishment (Proctor, 2014).
Income The managers of JD Sports consist of revenue as $ 4,717.8
million, operating income of $ 61.5 million and net income

of $ 264.2 million in 2019.
3. Importance of marketing plan
Marketing plan can help JD Sports in making effecting plans to market their products
in the market by setting out their objectives that can help them in achieving their goals on
time. Also they help in meeting the objectives of company which can help the company in
boosting their sales and becoming cost and time efficient in reaching to their target
customers. It also help in targeting the potential customers and reaching to the leads so that
effective sales can be achieved and a competitive advantage can be gained.
4. Discussing market strategy
Market strategy:- It is defined as long-term strategy with forward-looking approach
in fundamental goal accomplishment for sustaining in perfect competition market. Managers
of JD Sports implement this marketing strategy as to increase their competitive strategies
through internal strength to control weakness and external opportunities to overcome
weakness.
The various types of marketing strategy are further classified with reference to
managers of JD Sports are as follows:-
 Market Segmentation:- The market which focus on segregating their whole target
into small group of individuals with their same needs, desire and wants. It is the role
and responsibility of marketers to analyse their demand in accordance with the change
in taste and preference of their customers. Managers of JD Sports focus on this market
segmentation as to fulfil the requirements of their customers through supplying them
qualitative goods and services to achieve success (Szablewska and Kubacki, 2019).
 Market Targeting:- It is the ability of an organisation to target their customers
through promoting and positioning their products through providing goods with good
quality and design. Managers of JD Sports target their potential customers through
producing specialised products with least-cost effectiveness at superior quality which
enlarge buyers and enhance revenue, profitability ratios and market share (Wood,
2016).
 Market Positioning:- The entrepreneurs perform their actions to produce strategic
decision making procedure to produce finished goods which is to be supplied through
direct and indirect channel of distribution. Managers of JD Sports focus on

positioning their product effectively to sustain in perfect competition market through
accomplishment of success by competing with its rivalries such as Adidas, Nike, etc.
5. Marketing mix
Marketing Mix:-These are the set of actions and tactics that can help a company in
effectively marketing its products by formulating effective tactics that can draw the attention
of its potential customers.
 Product:-These are the products or services that the company offers to its customers
that can help in satisfying their needs and wants and in generating value for their
money. JD Sports Fashion plc provides high quality fashionable clothing and
accessories to its customers that can help in creating high value for their customers.
The company can also offer its customers with traditional wear so that the sales of
company can increase and the market demand can be efficiently fulfilled (Chaffey and
Smith, 2017).
 Price:- It is the amount that the customers have to pay in order to use the products
and services offered by it so that value for the money spent can be created for them.
JD sports follows competitive pricing policy so that it can offer its products based on
the process they are offered by its competitors so that a competitive advantage can be
gained and more number of customers can be attracted. The company should use
economic pricing policy that can help it in increasing its customer base that can help it
in increasing its sales (Dai and Meng, 2015).
 Place:- It is the location from where customers can reach to the company products
and services and use them for satisfying their demands. JD sports sell its products
both online and offline so that large customers can reach make purchases from the
company. The company has many outlets and also it sell its products from the online
app where customers can order their desired products that can be delivered to their
door steps. The company can open its stores in untapped markets that can help it in
expanding its business and also in building strong brand recognition in market (Bruhn
and Schnebelen, 2017).
 Promotion:- It is the method which is used by company so as to promote its products
in market and draw attention of customers so that its sales can increase. JD sports
make use of various channels like social media, TV advertisement, newspaper etc. so
that it can reach to a large customer base. As the company also operates online it can
easily promote its products by the ways of discounts and offer. Use of social media

can be increased and it should market its products through social media influencers so
that a large number of people can be attracted towards company (Evans, 2016).
 People:-These are the people who work in the company and help it in achieving its
objectives on time. JD sports have people working in the sales departments and
manufacturing department who help the company in making products available to
customers based on their demands so that company sales can increase. The customer
service department of company help it in maintaining long term relations with its
customers so that loyal customer base can be developed (Wanjiku Ndungu and
Wacuka Gikandi, 2018). The company can increase training and development
programmes for its employees so that they can be made more efficient in their work
that can help in increasing customer satisfaction.
 Process:-These are the processes that are followed in companies so that they can
conduct their activities efficiently and achieve their targets on time. JD sports follow
efficient and effective processes which help it in managing supply chain systems so
that customer needs can be efficiently fulfilled. The company also do market research
so that market opportunities can be grabbed and customer requirements can be met.
The company can increase the number of its suppliers so that the SCM can be well
maintained and customer demand can be fulfilled (Rowles, 2017).
 Physical Evidence:-These are related to the evidences that can help in proving the
existence of company in market which can be used for further promoting the products.
The outlets of JD sports, its bills, hoardings, packing bags, websites etc. are the
physical evidences that help in determining the physical presence of company. The
company can improve its online marketing so that it can ship its products to customers
that are located in other areas where the company has no outlets so that large number
if customers can be reached (Jerčinović, 2014).

CONCLUSION
From the above discussion it have been concluded that principles of marketing plays
major role in accomplishment of organisational goals and objectives to sustain in perfect
competition market. This project covers seven elements of marketing mix which are product,
price, place, promotion, people, process and physical evidence. Apartly, it explains various
categories of market strategy based upon segmentation, targeting and positioning. This
project further describes secondary data research of an organisation on the basis of its
strategic marketing plan through vision, mission, objectives, and marketing strategy.

REFRENCES
Books and journal
Ansari, H. R., 2014. A value chain and marketing of Iranian cashmere. Media
Peternakan. 37(1). p.61.
Bhandari, R., 2018. Principles of modern corporate warfare: Integrating Sun Tzu’s art of war,
military principles of war and concepts of marketing warfare. Maritime Affairs:
Journal of the National Maritime Foundation of India, 14(2), pp.75-91.
Bruhn, M. and Schnebelen, S., 2017. Integrated marketing communication–from an
instrumental to a customer-centric perspective. European Journal of Marketing.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Dai, J. and Meng, W., 2015. A risk-averse newsvendor model under marketing-dependency
and price-dependency. International Journal of Production Economics. 160. pp.220-
229.
Evans, W.D., 2016. Social marketing research for global public health: Methods and
technologies. Oxford University Press.
Jerčinović, S., 2014. Certain Aspects of Stimulating Marketing Efficacy in Small and
Medium Enterprises in Koprivnica-Križevci County through the Principle of
Sustainability. Podravina: časopis za multidisciplinarna istraživanja. 13(25).
pp.101-111.
Krishna, A. and Schwarz, N., 2014. Sensory marketing, embodiment, and grounded
cognition: A review and introduction. Journal of consumer psychology. 24(2).
pp.159-168.
Piercy, N., 2014. Export Strategy: Markets and Competition (RLE Marketing). Routledge.
Proctor, T., 2014. Strategic marketing: an introduction. Routledge.
Rowles, D., 2017. Mobile marketing: how mobile technology is revolutionizing marketing,
communications and advertising. Kogan Page Publishers.
Szablewska, N. and Kubacki, K., 2019. A human rights-based approach to the social good in
social marketing. Journal of Business Ethics. 155(3). pp.871-888.
Tontuș, H.Ö., 2018. Promotion of health tourism and evaluation of the principles of
marketing of health services. Journal of Multidisciplinary Academic Tourism, 3(1),
pp.67-88.
Wanjiku Ndungu, M. and Wacuka Gikandi, J., 2018. Strategic marketing of electronic
resources in academic libraries in Kenya. Journal of Scholarly Publishing, 49(4),
pp.435-452.

Wood, M., 2016. Midstream social marketing and the co-creation of public services. Journal
of Social Marketing.