Marketing Plan and Strategy Analysis

The provided assignment is about creating a marketing plan that outlines all marketing activities and efforts for the coming year. It includes identifying internal and external factors that impact business performance using SWOT and PESTLE analysis, and developing strategies to address these factors. The plan also covers marketing mix and budget considerations. This type of document is typically used in marketing courses or for businesses looking to establish a comprehensive marketing strategy.

Individual Project

Executive summary
Tall ships races are organised every year at different locations by sail training
international. This report will cover objectives and purpose of the company in order to attract a
large number of visitors towards their products and services. In that research and report it will
follow various marketing strategies and also analyse PESTLE and SWOT. These analysis will
help them in identifying all the internal and external factors that may have impact on the
performance and activities of the event. Marketing mix and activities will also help the
marketing manager in achieving their goals in an effective manner. At the end it will make
budget in order to know the income and expenditures that occurs in organising event.

Table of Contents
Executive summary..........................................................................................................................2
INTRODUCTION...........................................................................................................................1
MARKETING PLANNING PROCESS..........................................................................................1
Mission statement .......................................................................................................................1
International visitor goals............................................................................................................1
Marketing Strategies...................................................................................................................1
Internal or SWOT analysis..........................................................................................................2
External or competitive positioning analysis..............................................................................3
Marketing objectives or key event marketing goals...................................................................4
Key target audience.....................................................................................................................4
Key message and brand...............................................................................................................5
Marketing mix programme and activities...................................................................................5
Marketing budget........................................................................................................................6
Monitoring and Evaluation.........................................................................................................7
RECOMMENDATIONS.................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing plan can be defined as an important plan that states and considers all those
things which helps to give the right direction and informations of the event. This present report is
based on marketing plan which creates & define effective steps that give the right direction.
Sunderland is all set to welcome the world popular Tall ship race in July 2019. This report
includes the marketing plan of new product 3D T-shirts which are going to be sell in this race
event as it provides a huge range of activities for their visitors to see and so along the Rocker
beach with food & drink. For making this successful it also uses attractive activities like
firework, live music & grand parades (Chernev, 2015). This marketing plan also covers the
marketing and key event marketing goals, marketing strategies, PESTLE analysis and SWOT
analysis that helps marketing manager in identifying strengths, weaknesses and all the factors
that can influence this their new business and their activities. Marketing plan mix and budget
also shows the manager about cost that they need to invest and they invest in launching their new
product in this event.
MARKETING PLANNING PROCESS
Mission statement
The mission of marketing manager of launching new product in this tall ship race event is
to provide the best and attractive T-shirts with 3D print to guests and audience. The main
objective and mission of this event is to grab international visitors and to encourage international
training for young people in the art of sailing. For that it wants to gather of musicians and artists
in United Kingdom for making this event more successful. By selling new product, marketing
manager can attract them towards them.
International visitor goals
It is the first and foremost international goal is to grab and attract the international
visitors in this event to make this event more memorable as it organised in different locations
each year. A businessman who is going to sell its new 3D printed T-shirts can easily attract
people by giving them at affordable prices. For making this event successful and for achieving
this goal it also includes international and national musicians, artists & presenters to an audience
of estimated 5000 people (Lidstone and MacLennan, 2017). It also includes variety of activities
and performance as people seek & expect live music, fireworks and grand parades.
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Marketing Strategies
Marketing strategies are called the best strategy for reaching to people and turning them
into visitors and guests for the services & products what the Fashionoholioc business is going to
sell in tall ship race event. The tall ship races are held annually and over 1 half of the crew of
each ship participate must consist of young people. At is organising at Sunderland and for that
marketing manager of new business use various strategies for attracting and gathering a large
number of people around the world. For promoting it uses social networking sites for online
marketing that are very famous among the people. It also offers its products at cheap and
affordable prices and it also provides discounts to its visitors.
Internal or SWOT analysis
Tall ship race event at Sunderland Association club in the city of Sunderland, United
kingdom. Internal or SWOT analysis help a marketing manager to identify their strengths and
weaknesses that is important for making and developing their new 3D printed T-shirts successful
and also for removing barriers that can come in the path of success. It is the best technique and
tool that is helpful for managing and controlling their activities.
Strengths
The main and foremost strengths of business at tall ship race event is that it providing the
best quality T-shirts with 3D printing at affordable prices. And the strength of this event is it
conducts wide range of activities and performances including 15 events like fireworks, food and
drink, other activities like live music, grand parades etc. It also has wide range of visitors who
seek and enjoy every cultural activities and performances. Other main strength of this business is
it has a positive and big brand image. This event is organized every year by sail training
international whose members provides the sail training experience world wide so the business
can take opportunity to attract People and participants who come to enjoy the ensuring ocean
racing & offshore festivities and celebrations (Bull and et.al., 2016).
Weaknesses
The main and biggest weaknesses of this business is it conducts and organises its
products for the first time that takes a lot of time as it does not have enough experience. This
business can become fail as visitors and people come in this event from different culture and
country so they do not understand so it become fail to seek attention of their visitors. Old
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visitors generally do not prefer this type of products and clothing and cultural activities which is
the main weaknesses and barrier for this business.
Threats
It has some threats also as political and incidents of strikes impact on this event in
negative manner. Its competitors who can develop the same type of products and clothing at
many other events like Woodford Folk festival, signature events, wrestling, transplant games
events and due to these events many youth prefer to go there and attain them rather than
attending Tall race ship event. So it can be threatened for the business. It also face problems due
to governmental policies, monopoly regulations etc.
Opportunities
There are many opportunities which this business at Sunderland tall ship race event can
gain is it conducts event at international level with the main aim of encouraging international
friendship so it helps the business in developing and improving relationship with people of
different countries. It introduces its new and attractive product and also tries to offer something
different for keeping the crowds entertained that this tall ships race Sunderland 2018 remains a
cherished and beautiful memory in the mind of visitors (Fine, 2017).
External or competitive positioning analysis
External or PESTLE analysis is other important tool and technique that help a marketing
manager in determining external factors that may have impact and influences to this business in
both negative and positive manner. By analysing all the factors it can make this event more
systematically and effectively. It can also grab and attract a large amount of guests and visitors
by effectively analysing and removing all the negative impacts.
Political factors:
It is the most important factor that have a great impact on this event as it includes trade
policies, governmental rules, taxation policies, Government stability and incidence of strikes all
the factors can have negative impact on developing the business at Sunderland in event
successfully. Sometimes imposed policies by Government do not in the favour of the business so
it affects its activities of this event.
Social factors:
There are various social factors that impacts on this event as this event organised at
international level so people come from different cultures and from different countries so their
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norms and beliefs differ from each other. Their preferences, like, dislike may affect this
business's activities to a wider context. For example, some people with age of 50 and above do
not like the activities and products which they provide (Rastogi and Trivedi, 2016).
Economic factors:
It is other main factor that have positive and negative impacts on the performance of the
Fashionoholioc business in Tall ships races event help at Sunderland. This factor includes
interest rates, inflation rates, energy availability and cost by which most of the people are not
able to purchase the product of this business that can decrease their sales and profitability.
Technological factors:
It is the modern world that is also known as youth and technological world as
technology is changing drastically in all the fields. The main aim of manager is to attract and
grab a large number of visitors and technology help them in achieving this goal. For promoting
and achieving marketing goal technology help them a lot as they can easily reach to global
audiences and communicate with them in an effective manner. On the other hand it is expensive
method so it can increase their overall cost (Allison, 2015).
Environmental factors:
Environmental factors also play a vital role in successfully organising a marketing plan
for a particular event. It includes environmental protection law, consumerism and climate
changes and conditions like heavy rain fall etc. If weather conditions are in the favour of this
event then it can make this business successful. As opposite, unfavourable conditions can reduce
the number of international audiences and visitors.
Legal factors:
It includes foreign trade regulations, employment law and other regulations related to
health and safety can also impact to the event and its activities in a positive and in a negative
manner. It is very important for the marketing manager and organiser to follow all the laws and
regulations in order to satisfy legal factor and for making this event successful and memorable.
Marketing objectives or key event marketing goals
The key marketing objective of this business in tall ship race event is to achieve at least
50% return visitation. To encourage visitors to take initiative and participate in activities for
making them part of this event. The other main goal of marketing for this business is to increase
participation and attendance in this year throughout the last year by at least 25%. To generate
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greater community and business awareness that lead to at least 3 new sponsors. For this it adopts
the best marketing strategies in order to promote and develop this event like STP (segmentation,
targetting and positioning)tool that help in marketing (Schijf, Allison and Von Wald, 2017). As it
is organising at Sunderland so it also wants to increase ticket sales by 550 from last year.
Key target audience
It is also main important element of marketing plan to target people for this event that the
organiser and marketing manager want to attract. It has mainly 2 types of audiences as primary
target and secondary target audiences. This target and segmentation can be done on the basis of
age, gender, country, income, job types and their like and dislike.
Primary target audiences
In this type of audiences it includes those people who currently compete in this type of
business and special interest area. For this Tall ships races event, the main target of marketing
manager and organiser are people aged from 18-50 years. Which have the interest in purchasing
this type of products.
Secondary target audiences
This type of audiences includes those people who have not previously completed and
visited in the event but have interest to attain to this event and can purchase products. It can be
identified by the online marketing and activities. It includes people from regional locations
(Practicum, 2018).
Key message and brand
For becoming more attracting people it also uses the best messages (Lidstone and MacLennan,
2017).
Business Name: Fashionoholioc
Product Name: 3D T-shirts
“Great fun in the sun”
The best quality 3D printed T-shirts
This fashionable store is going to sell an attractive 3D T-shirts for all ages and specially
for kids.
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Marketing mix programme and activities
For promoting and doing all the activities of marketing in an effective manner there is a
need of marketing tools. Some of the tools of marketing are ticketing that helps them in
providing the best method of selling like online, at events, Signatures in which all the details of
event will be in e-mail signatures, word of mouth for spreading event via word of mouth. Other
that this it also includes television, newspaper, radio etc. All the tools used by the marketing
manager for this event help them in reaching their target audience and also helps them in
preparing budget (Lee, Kozlenkova and Palmatier, 2015).
Public relations also play an important role in developing and promoting services and
products of event. A marketing manager wants to develop its event
products in rocker beach in order to engage with visitors of the Sunderland Tail ships event. So it
is important for them to maintain and develop relationship by organising thank you function, by
promoting event for guests at speaking engagement. Editorial stories and attractive pictures can
also help them in engaging them and attract them towards the event and its products.
Product: The most important and essential element in marketing mix is product which
the company want to serve to their customers and visitors. Manager and organiser of
Fashionoholioc business in this races event wants to promote and expend their products with the
main aim of increasing the international visitors. This event also offers different and Wide range
of activities such as street performance, live music, grand parade as it can be beneficial for the
business in attracting larger number of customers.
Place: It is other main element of marketing mix. This business is developing and
operating at Sunderland that is reachable and convenient place. It has also offered transport
facilities to their visitors. There are various artists that are going to perform over different venues
within that ground. It will start in July, 2019.
Price: Price also play a vital role in marketing plan and marketing mix. The prices of
products for this business is affordable that people can purchase easily. Some people of different
country face problem and can not afford to purchase T-shirts so they also offer discounts to
them. It is important to keep the prices low for increasing sales and make it more successful
(Fan, Lau and Zhao, 2015).
Promotion: Tall Ships races is famous event as it is organised at international level.
They want to more promote their services and attract customers because some people do not
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have knowledge about this. For promoting, a marketing manager gives Ads on social networking
sites and in Newspaper.
Marketing budget
Items Supplier Cash budget In kind budget
Income
Marketing budget Event $ 2500 $2500
In kind
sponsorship
Radio Co
Design Co
Social media Co
$1000
$250
$500
Sponsorship Council $1500
Cooperative
advertising
revenue
Tourism business $250 $250
Total $4650 $2000
Expenditures
Design Design $400 $400
Website Website Co $850
Advertising Newspaper Co
Radio Co
Magazine Co
$700
$600
$600
$1150
Social Media Social Media Co $700 $450
Market Research $900
photography $300
$4650 $2000
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Monitoring and Evaluation
Monitoring and reviewing is the last step of marketing plan but plays a significant role
for making an effective and required changes for achieving the goals. For making this step
successfully it takes help of feedback from its customers in order to know their views and
suggestions for making the event accordingly for the next year. By taking reviews of all
customers it can make changes as per their requirement by which customers also feel respected
that lead improved relationship (Yu and et.al., 2018).
RECOMMENDATIONS
From the above study it can be recommended that it should use valuable marketing tools
and should upload some pictures of 3D printed T-shirts. It can help them in more attracting those
people who do not have the knowledge about this type of products. It should also provide the
free welcome drink to their visitors.
CONCLUSION
From the above study it has been concluded that marketing plan played an important role
as it is a comprehensive document that outlines all the marketing activities and efforts for the
coming year. It has described the mission and marketing objectives for making the business
successful. Further it helped the marketing manager to identify all the internal as well as external
factors that impacted on the activities and performance of event. It has identified all the factors
with the help of SWOT and PESTLE analysis and then stated marketing strategies. Marketing
mix and budget also played a vital role as it told them about the difference between expected and
actual cost which was being used in the business.
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REFERENCES
Books and journals
Allison, P., 2015. Tall Ships Today: Their Remarkable Story. Journal of Outdoor and
Environmental Education. 18(1). p.55.
Bull, J.W. and et.al., 2016. Strengths, Weaknesses, Opportunities and Threats: A SWOT analysis
of the ecosystem services framework. Ecosystem services. 17. pp.99-111.
Chernev, A., 2015. The marketing plan handbook. Cerebellum Press.
Fan, S., Lau, R.Y. and Zhao, J.L., 2015. Demystifying big data analytics for business
intelligence through the lens of marketing mix. Big Data Research. 2(1). pp.28-32.
Fine, S.H., 2017. Marketing the public sector: Promoting the causes of public and nonprofit
agencies. Routledge.
Lee, J.Y., Kozlenkova, I.V. and Palmatier, R.W., 2015. Structural marketing: Using
organizational structure to achieve marketing objectives. Journal of the Academy of
Marketing Science. 43(1). pp.73-99.
Lidstone, J. and MacLennan, J., 2017. Marketing planning for the pharmaceutical industry.
Routledge.
Lidstone, J. and MacLennan, J., 2017. Marketing planning for the pharmaceutical industry.
Routledge.
Practicum, A., 2018. American Sail Training Association v. Mark Shirley Portal Litchfield and
Goods Export, Ltd. United States District Court for the District of Rhode Island, 25
January 1989 705 F. Supp. 75.
Rastogi, N.I.T.A.N.K. and Trivedi, M.K., 2016. PESTLE technique–a tool to identify external
risks in construction projects. International Research Journal of Engineering and
Technology (IRJET). 3(1). pp.384-388.
Schijf, M., Allison, P. and Von Wald, K., 2017. Sail training: A systematic review. Journal of
Outdoor Recreation, Education, and Leadership. 9(2). pp.167-180.
Yu, H. and et.al., 2018. Budget and Finance. Pop-up Retail Strategies in an Omnichannel
Context.
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