Principles of Marketing: JD Sports Strategic Marketing Plan

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.