Principles of Marketing Management

Principles of marketing
management.

EXECUTIVE SUMMARY
In this report it has been discussed marketing auditing plan of chosen company. This
report has majorly focused on various market analysis factors such as PESTLE and SWOT that
company uses to identify competition from the market. Moreover it also also concluded analysis
of competition in market by using strategic groups and perceptual mappings.

Table of Contents
Principles of marketing management..........................................................................................1
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Introduction of audit....................................................................................................................4
Company/ brand background......................................................................................................4
Macro analysis(PESTLE model).................................................................................................5
Micro analysis.............................................................................................................................7
Competitive analysis...................................................................................................................8
SWOT analysis..........................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Principles of marketing are refereed to as marketing ideas that an organisation use for
making effective marketing strategies (Park, 2020). These are the principles on the basis of
which an organisation make effective promotion strategies. Generally principles of marketing are
classified into four P's such as product, price, place and promotion. In this report, River Island
company is taking into consideration which was founded in 1978 in London United Kingdom.
The CEO of this company is Will Kernan and it majorly deals in Women's, Men's and children
clothing, footwear and many more (Visconti, Peñaloza, and Toulouse, 2020). This report will
include auditing of company which comprises given organisation background by analysis of its
current market, macro analysis of company with the help of PESTLE and micro analysis. Next to
it competitive analysis will also done. Moreover, SWOT and analysis of SWOT will be done
along with conclusion.
MAIN BODY
Introduction of audit.
Marketing auditing is refers to complete analysis or evaluation of market in order to
know whether that market would be perfect for achieving business goal in effective and efficient
manner or not. River Island company is operating in fashion industry and its has more thousand
of stores internationally. This company is owned by Bernard Lewis and their brothers in London,
United Kingdom. In this report an analysis of United Kingdom market will done in order to
know how given company is performing in market (Chernev, 2019).
Company/ brand background
Given company was started by Bernard Lewis. In initial times given company was used
to sell fruits and vegetables in market (Hua, 2019). In 1965, it has opened its 70 stores world
wide and was rebranded as Chelsea Giri after which it has became UK's first boutique chain. In
1978 management of company started expanding its business operations into several categories
which include children wear, women's wear and men's wear. In 2018, give organisation has also
expanded their business operations into home wares which include furnitures, utensils and
different decorative items and many more. Currently River Island is dealing in 250 high street
stores in United Kingdom and it is also selling products online through Riverisland.com. It also
use several third party websites such as Asos, Next and Very (Tuten, 2019).