Strategic Marketing Planning: Corporate and Business Strategy of River Island

Strategic marketing
planning

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1 Corporate Strategy.............................................................................................................1
P2 Business Strategy..............................................................................................................1
P3 History of River Island......................................................................................................2
P4 What are the objectives of corporate and business...........................................................2
CONCLUSION ...............................................................................................................................3
REFERENCES................................................................................................................................4

INTRODUCTION
Strategic marketing planning is defined as a planning where companies develop a
marketing strategies and implement them by identifying target market. River Island is taken as a
base company in this report. This is a fashion industry and headquarter is located in United
Kingdom. The report include corporate and business strategy and history of selected organsiation
with SMART objectives.
TASK 1
P1 Corporate Strategy
Corporate strategy is the strategy where organisation have long term goal and set
objectives (Abratt and Bendixen, 2018). The main corporate strategy of River Island is to create
corporate value and influence staff members so they can put efforts in order to increase the
satisfaction level of customer. The main corporate strategy is to develop strategy and plan of
selected organisation so that they can achieve business objectives. The main corporate strategy of
River Island is to adopt changes and trends in market according to situation in market and
respond them in effective manner.
There are four components of corporate strategy such as allocation of resources,
visioning ,objectives and strategic trade off. River Island allocate their resources in such a way
that they that they increase the brand value. There are tow source of allocation of resource which
are people and capital. The visioning of River Island is give vision and mission of organisation to
employees in organisation. The aim of selected organisation to introduce new and current trend
for customers, with the great design at the heart of everything they create.
P2 Business Strategy
Business strategy states that decision taken by organisation in order to achieve business
success and goal so that they can gain competitive advantage and can remain in market for long
period of time (Beirman, 2020). The business strategy is important helps organisation to plan in
effective manner and show the strength and weakness of organisation so that they can overcome
the challenges faced by them. In context to River Island, follow omni channel strategy which
means it is an approach of cross channel where they market, sale and provide better customer
service to customer in order to attract customer and build brand image. In other words, it can be
said that organisation sell their products wherever the customer can buy products. Due to the
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