Strategic Marketing for Fairy Detergent: Situational Analysis, USP, and Marketing Strategies

STRETEGIC MARKETING

EXECUTIVE SUMMARY
The marketing strategies are the elements that are being used to develop the marketing process of
any company. In this report the situation analysis is being done by Fairy detergent with PESTLE
analysis and SWOT analysis. The unique selling proposition is being shown for the company the
marketing done by different strategies to promote in the market. The STP is being prepared to
gain competitive benefits.

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Situational analysis .....................................................................................................................3
Competitive advantages (USP)....................................................................................................6
Current marketing strategy..........................................................................................................6
PART 2............................................................................................................................................8
Marketing segmentation targeting and positioning (STP)...........................................................8
Objectives....................................................................................................................................9
Marketing mix with recommendation of strategies.....................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES................................................................................................................................1

INTRODUCTION
The strategic management is a process through which any organization differentiate itself
from its competitors by focusing on the strength to provide better value to the potential
customers (Li, Larimo and Leonidou, 2021). This strategies are made to develop a positive
differentiation from its respective competitor in the market through customers' perspective. Fairy
is British brand that offer washing -up liquids in the form of washing powder, kitchen soap
(Samiee and Chirapanda, 2019). This is long-lasting brand that is also used as laundry detergent.
This report will evaluate the situational analysis to inspect the internal and external environment
factors. The evaluation of various threats of COVID-19 and Brexit with SWOT analysis. The
USP has been shown to get competitive benefits and also determine the present marketing
strategy and also provide recommendation for Fairy. Further it will show the market STP and
recommand objectives that can help to expand the company.
PART 1
Situational analysis
This approach help to evaluate the intrinsic and extrinsic conditions which may affect the Fairy.
This analysis is done before introducing any innovation or any modification, with the help of this
company can provide knowledge to identify the challenges and different opportunities related to
the organization. The situation analysis help to get understanding of environment where this plan
is delivered. In the analysis the issue is being identified than gather the data for the same and
then separate certainties with uncertainties and further develop scenario for the same.
PESTLE
This is a tool that assist to identify the macro elements that are faced by Fairy (Duggan and et.
al., 2020). This analysis is being used by majority of companies to inspect the external forces
influence the functioning of the Fairy.
Political factors: the retail industry is basically impacted by the government decisions on regular
basis. The government of Britain have change the market place very much as Britain is being
eliminated from the European market. The customers and the place of performing the different