Marketing Plan of Waitrose

The provided study focuses on the marketing plan of Waitrose, discussing its different aspects that help businesses measure market growth and make strategic planning. The research is based on various books and journals, including 'Principles of Marketing' by Armstrong et al., 'Clarifying the Socioeconomic Dimensions of Agroecology' by Dumont et al., and others.

Principles of Sales and
Marketing

Execute Summary
Sales and marketing both are the most essential component within the success of the
organisation. Study has been discussed about It discovers the new emerging and challenging
principles to sustain the long term market growth in the business level. Sales and marketing both
are dependent from each others. If marketing get high promotional growth. Marketing and sales
concept is the most promising and effective business concept that affect the businesses into more
appropriate manner. Both the concepts of marketing change the customer perspective and
company outcomes. Study has been discussed about the Selling concept is the another most
affective and long lasting concept for the business. Customer will not attract towards the
company until unless company makes efforts on the promotional activities.

Table of Contents
INTRODUCTION ..........................................................................................................................1
SITUATIONAL ANALYSIS .........................................................................................................1
MARKETING STRATEGIES.........................................................................................................4
MARKETING MIX.........................................................................................................................5
EVALUATION CONTROL............................................................................................................7
TIME SCALE .................................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES .............................................................................................................................11

INTRODUCTION
Sales and marketing both are the most essential component within the success of the
organisation. It discovers the new emerging and challenging principles to sustain the long term
market growth in the business level. Sales and marketing both are dependent from each others. If
marketing get high promotional growth. Company would definitely achieve the high volume of
sales. Present study, will be based on marketing plan that will going to present the Waitrose in
the present study. Marketing plan basically is the function or a document in which company
strategies and goals has mentioned towards their customers. Marketing plan helps to analyse the
company strategies and tactics to perform the particular task. Waitrose planning to launch bay
food products as their uniquq selling concept, in order to generate new profit making market.
SITUATIONAL ANALYSIS
SWOT Analysis
Strength
 Waitrose have right to supply their
product and services with the
permission of Queen Elizabeth and
Prince Charles.
 It has large number of share of the
market with over 300 stores in UK.
 Recent marketing has attempted to
portray it is more ethical than its
competitors (Tanner and Raymond,
2015).
 Success of My Waitrose loyalty car as a
disruptive innovation.
 Waitrose having good employees and
number of employees have working
about 50,000
 It has over 300+ stores in across the
UK.
Weaknesses
 Waitrose facing challenges due to
intense competition. Waitrose is the
another effective process to develop the
new emerging target market growth.
 Social media backlash regarding an
article published in the magazine
Waitrose kitchen.
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Opportunity
 Waitrose have opportunity to to get
possible success in the new market.
 Building new image in front of their
customers.
Threats
 Competition level affect business into
both direct or indirect manner.
 Poor economic situation in UK can hurt
the position of Waitrose business.
PESTLE ANALYSIS
Political : Political factor is the another effective and productive factor that affect the
business in both positive and negative manner. Political factors affect company as per the
situation level of the country. Political factor of UK affect the business growth. Political factors
and dynamic government regulations carries the activity of business (Sugathan and Kozhikode,
2018). Due to changes in regulations or policies business should needs to make changes in its
growth level of market. Some of the changes has been make in the policies as per the changes
and emerging new market.
Political factor occurs changes in interest rates, employment laws, political stavbility, tax
policies etc.
Economic factors
Economic factor is the another most challenging factor of business external environment
that is based on the economic or monetary conditions of the country. Due to high recession or
inflation (Smith, 2014). Companies cannot earn efficient profit outcomes. To earn good profit
outcomes economic stability of the country should be stable and sustained. Overall, it affect the
long term market and emerging market growth to get the best possible outcome results.
Retail sector is highly dependent upon the economic conditions of the country. It affects
the market and business as well. When government made poor policies and regulations,. It
directly affect the product demand and supply in the retail sector. Due to changes in foreign
exchange, interest rates, inflation rates, and economic stability. It affects the long term channel of
productive task. Overall, it makes the new emerging market growth and managing effective
product outcomes. Economic factor also influence the purchasing power of customers which
directly impact on the profitability of the company.
Social Factors
2

Social factors affect the lifestyle have created various changes in shopping and retailing
business. It affects the new emerging market that affect the business opportunity and goals.
Social factor is the most significant factor that affect the customer as well as the company
demand (Dumont and et.al., 2016). Social factor is the highly influenced factor that impact on
the business target that also impact on the developing material goals. They are more educated
and well aware of the changing atmosphere of the retailing business. They needs to perform the
best developing results and new emerging target market performing best outcome growth.
There are different social norms like income distribution, demographic, age distribution
and rates of the population growth leave direct effect n order to meet out the best forming result
outcomes and goals (Fine, 2017).
This situation makes the long term and long lasting essential market needs. Social factors
affect the best developing leads and managing effective business. There are different social
norms like income distribution, demographic, age, distribution and rates of the population
growth leave direct effect on the business (Fine, 2017). Due ineffective social welfare policies
and growth, this process shifted client to the other company. It affect the new emerging market
opportunity and effective learning outcomes.
Technological Factors
Technological factor is the another most significant factor within the company which
makes the improper result outcomes. Overall, it affect the long term target and new emerging
performance which makes new business growth. In order to sustained the social factor, Company
requires to make the good effective customer policies to make them happy and satisfied.
Technology has always creates new interest and emerging market growth in order to keep the
company image sustained in the market opportunity. Customers are always looking for new
products and creative services from the company ends. To get the positive results, and long
lasting goals it helps to make the long lasting result outcomes (Dumont and et.al., 2016).
Waitrose can adopts new creative technology and idea so that they can achieve the trust of
customer and attract market as well. It helps to create the new emerging and long lasting goals to
get the best possible outcomes. Overall, it makes the good impact on the business functions.
Retail sector can adopt technologies in customer service process or online delivery to make feel
customer flexible.
Environmental Factors
3

Retail sector should needs to take steps towards the environment protection which is now
very essential for all companies to adopt the awareness of environment friendly. It affects the
business opportunities (Jelinek, 2017). Company should needs to adopt all possible implications
of environment policies to sustained the good image in the market. Moreover, In order to protect
business environment, Waitrose needs to adopt good policies and Eco friendly environment in
order to meet out the best product outcomes growth. Government imposes different act or
policies for the companies so that they can protect the environment and business growth
opportunity market. It affects the business into various manner. For retail sector its is compulsory
for them to make the new effective growth for the business to upgrade the new emerging market.
Retail business should follow the environmental laws and regulations which are made to protect
the lives and people to ensure the right ODF consumers and employees.
Legal Factors
Legal factor is one of the most significant factor that affect the overall industry or
companies in direct or indirect manner. Government affect the market position of the company if
its fails to adopt the legal regulations on the business activities. This industry has to follow the
environmental regulations from the time to time ensuring timely transportation of the products
and make them avail for the customers as well (Jelinek, 2017). Waitrose has to adopt all legal
implications imposed by government and full fill the all needs of the market. It discovers the new
emerging market and new effective goals. New emerging and new effective work. Overall,
business target and new effective market trend and long lasting growth.
MARKETING STRATEGIES
Marketing and sales concept is the most promising and effective business concept that
affect the businesses into more appropriate manner (Armstrong and et.al., 2014). Both the
concepts of marketing change the customer perspective and company outcomes. It helps to make
the sustaining and effective management target performance in order to meet out the goals and
objectives of Waitrose.
Segmentation
Selling concept is the another most affective and long lasting concept for the business.
Customer will not attract towards the company until unless company makes efforts on the
promotional activities. The Segmentation of Waitrose is all kinds of customers who uses daily
grocery products. Present new product which is for baby food it helps attract number of mothers
4

as well. Sales concept based on marketing concept. In order to meet out the best outcome results
and long lasting effective leading material. The main concept of sales is that to accomplish the
company objectives and goals in order to meet out the best profitability market zone (Dumont
and et.al., 2016). Low sales efforts towards the company will reduce the customer attraction level
towards the business growth.
Targeting
Marketing is the next or another concept which is the most significant and essential
business effective environment. Marketing concept is based on the needs and wants of customers
in order to deliver the best product or services. It affects the business into more appropriate
manner. Target customer of the Waitrose is all age of group people.
Positioning
Waitrose consisting high effective position in the market. Apart from that, it connects the
long term target and make the best outcome results and goals. Marketing concept is the best
approach to attract clients by analysing and promoting best kind of services and growth.
Marketing concept is the customer centred and sense and responds.
MARKETING MIX
Marketing and sales practices defines the importance of legal circumstances and also
motivate business leading changes for the development of new managing effective performance
(Fayos Gardó, Calderón García and Mollá Descals, 2015). Business effective is one of the most
controversial and complicated subjects of all time. From academics to astute businessmen many
people have studied the relationship between making money and doing the right thing. Apart6
from that, it helps to keep the long term in order to meet out the best long term market.
Ethical sales and marketing practices will helps to continue the long term market and also
affect the new managing practices within the goals and objectives. Ethical practices is every
essential to promote the image of the market. Overall, it helps to continue the long term market
and effective managing output (Fine, 2017). Waitrose adopts all possible action plan and
emerging market growth in terms of managing effective business growth and effective
management targets. In order to meet out the effective leading and generating it across the world
and best resourceful outcomes.
Marketing Mix
Price : Waitrose operate their prices as per the demand and needs of the customers.
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Product : it is the another mix that helps company to attract customers. Product of the company
has been always different and unique. Present they launch baby food products for the young
babies.
Promotion : Company adopt different techniques of promotions such as Inline advertisement,
sales promotions in order to ensure customer interest.
Place : Waitrose having different outlets across the UK it is located in centers of town to get
major customer attraction.
3. Marketing Plan
Executive summary
Waitrose Produce a marketing plan to enhance the business activities or to make the
direction towards reaching the business objectives. It needs to be referred to and assessed for
results frequently. Present plan has been presenting the Waitrose in order to meet out the goals
and objectives more appropriately (Jelinek, 2017). Present study of marketing plan has been
consist business growth and presented business actual position and growth. In order to keep the
output results more challenging and effective. Further study also explained the SWOT and
PESTLE analysis of Waitrose in order to identify the business growth and factors that affect
business environment. Marketing and effective management task in order to meet out the new
emerging trend and business growth.
Target Customer
Business target customer helps to define the actual company targets and their product and
services (Lorino, Mourey and Schmidt, 2017). It defines their demographic style of engagement
and effective management task in order to meet the client wants and needs. Overall, it brings new
management task and effective management goals in order to meet out the best outcome goals.
Target customer of the company define the company demographic effective goals. Waitrose
deals with grocery product or services in order to meet out the customer needs and wants.
Waitrose planning to discover the baby food products which is very benefited for mother to have
for the their child (McQuiston, 2018). Waitrose exports product or services to within 52
countries and have locations in the Middle East.
New Baby food products can attract new customers towards the company that is
beneficial for the company to adopt the long lasting goals and effective management task. Which
is most essential and long term goals. Apart from that, in order to meet out the goals and making
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effective leading performance (Mirzaei, Carter and Schneider, 2017). In order to meet out the
best, target customer of the company is all age group people who needs to buy grocery items for
their day to data activity.
Unique selling proposition (USP)
In order to meet out the next developing area of growth, company needs to develop. It
makes the long term. Unique selling proposition affect the business opportunity and growth in
order to meet out the goals and affect the best outcome results. In order to meet out the long term
results and effective management goals. Waitrose management style affect the emerging trends
and effective management style (Shaw, 2016). Every organisation have some unique selling style
that affect the business objectives and long term growth. Waitrose have one USP that it is known
by its quality and its range. Waitrose is one of the best leading supermarket chain that helps to
make the better productivity of the business growth.
Pricing & Positioning
Waitrose sets their prices as per the needs and wants of the potential customers in order to
meet out the best possible outcome goals. As per the positioning level; of the company it helps to
take the emerging goals and best effective outcomes. Overall, Waitrose is Britain largest
employee owned retailer company (Smith, 2014). It affect the new managing and effective
productive outcomes and growth in order to meet out the long term markets and growth target.
Distribution Plan
In order to meet out the result and long lasting and affectivity, In order to make the new
target growth in order to meet out the result and goals opportunity task. Distribution is the
process or way through through which product or services pass from one place to others.
Through different ways company might able to reach customers and documents them in this
section of the marketing plan (Sugathan and Kozhikode, 2018).
TIME SCALE
7

Activities Week
1
Week 2 Week
3
Week 4 Week
5
Week
6
Week
7
Week
8
Week
9
Wee
k 10
Research
proposal
Aims and
objectives
Literature
review
Research
methodolo
gies
Data
collection
Data
analysis
Data
interpretati
on
Finding
and
conclusion
Recommen
dations
Execute
the plan

Submissio
n
Budget Plan
Expenses Cost in £
Human Resource Expenses 540
Raw Material Expenses 650
Marketing Expenses 500
Operation Expenses 350
Transportation Expenses 550
Total 2590
EVALUATION CONTROL
Impact of marketing has always been given positive outcomes to the business. It helps to
encourage the Customer engagement process within the company environment. Marketing is the
process or plan that covers the business offering, services in order to meet out the product
outcomes and make the better services and goals (Lorino, Mourey and Schmidt, 2017). Apart
from that, it makes the good effective goals and growth performance target. Marketing mix refers
to the actions or tactics that a company uses to promote its brand or product in the market.
Waitrose adopts Evaluation techniques from the following
 Direct supervision and observations
 Financial Statements
 Budgetary Control
 Break Even Analysis
Impact of marketing on customers
 Marketing helps customers to upgrade the client awareness and knowledge regarding
company new product or services.

 Marketing process helps clients to evaluate and measure the product or services of other
companies (McQuiston, 2018).
 It helps buyers to make the better decision making to select the better choices and growth.
Impact of marketing On Business
 It helps Waitrose to make better decision making approach in order to select the target
market.
 It helps company to identify the customer needs and wants and the actual situation of the
market.
 Waitrose can easily make new product or services after evaluating the market growth or
opportunity (Shaw, 2016).
CONCLUSION
On the basis of above section it has been concluded that, marketing and selling is the
most effective and productive concept for the business to get the high profitability target. Present
study has been based on marketing plan of Waitrose which has been present different aspects of
marketing concept that helps business to measure the different market aspect to make the best
strategic planning.

REFERENCES
Books and Journals
Armstrong, G. and et.al., 2014. Principles of marketing. Pearson Australia.
Dumont, A. M. and et.al., 2016. Clarifying the socioeconomic dimensions of agroecology:
Between principles and practices. Agroecology and Sustainable Food Systems. 40(1).
pp.24-47.
Fayos Gardó, T., Calderón García, H. and Mollá Descals, A., 2015. Internationalization of SME
retailer: barriers and the role of public support organizations. International Journal of
Retail & Distribution Management. 43(2). pp.183-200.
Fine, S. H., 2017. Marketing the public sector: Promoting the causes of public and nonprofit
agencies. Routledge.
Jelinek, R., 2017. A permaculture primer: Using eco-theory to promote knowledge acquisition,
dissemination and use in the sales organization. Industrial Marketing Management. 65.
pp.206-216.
Lorino, P., Mourey, D. and Schmidt, G., 2017. Goffman's theory of frames and situated
meaning-making in performance reviews. The case of a category management approach in
the French retail sector. Accounting, Organizations and Society. 58. pp.32-49.
McQuiston, D. H., 2018. Blending Customer-Orientated Sales, Servant Leadership, and Biblical
Principles of Servanthood into a New Sales Framework: The Serving
Salesperson. Christian Business Academy Review (CBAR). 13.
Mirzaei, A., Carter, S. R. and Schneider, C. R., 2017. Marketing activity in the community
pharmacy sector–a scoping review. Research in Social and Administrative Pharmacy.
Ramanathan, U., Subramanian, N. and Parrott, G., 2017. Role of social media in retail network
operations and marketing to enhance customer satisfaction. International Journal of
Operations & Production Management. 37(1). pp.105-123.
Shaw, S., 2016. Airline marketing and management. Routledge.
Smith, M. C., 2014. Principles of pharmaceutical marketing. Routledge.
Sugathan, P. and Kozhikode, I. I. M., 2018. Does Marketing Make Sales Superfluous? Revisiting
Levitt and Drucker. Academy of Marketing Studies Journal. 22(2). p.1.

Tanner, J. and Raymond, M., 2015. Principles of marketing. University of Minnesota Libraries
Publishing.