Ted Baker: A Strategic Marketing Analysis and Campaign Plan

Running head: TED BAKER
TED BAKER
Name of the Student
Name of the University
Author Note

1TED BAKER
Table of Contents
Executive Summary.....................................................................................................................................................................................................2
Introduction..................................................................................................................................................................................................................3
Analyses.......................................................................................................................................................................................................................4
Evaluation.....................................................................................................................................................................................................................7
The campaign...............................................................................................................................................................................................................8
Conclusion....................................................................................................................................................................................................................9
References and Bibliography.....................................................................................................................................................................................10
Appendices.................................................................................................................................................................................................................12

2TED BAKER
Executive Summary
This report on Ted Baker will be discussing various concepts like the strategy of the firm, the brand positioning, external environment strategies,
and SWOT Analysis and brand identity. The report presents a guideline which must be used by Ted Baker for the new campaign which is
concentrating on strong promotional methods using digitalization modes.

3TED BAKER
Introduction
 Marketing is considered to be an essential aspect of the organization and it is very important for the firm to ensure that it engages in
successful strategy and marketing techniques in order to achieve success in the long run (Tedbaker.com 2018). The report will be
concentrating on the analysis of the external and internal environmental analysis and develop strategies for the same (Turnbull and Valla
2013). The AIDA model of promotion will be used for the same. The company which has been chosen for this purpose is the Ted Baker
Company. The report will be following a structured format.
 The Ted Baker plc company is British Luxury Company which offers various goods and services to the different consumers and is one of
the most popular brands present in the world. The brand offers handbags, clothing’s, shoes and other accessories to the customers. The
products are priced high.
 Ted Baker can be highly categorized as a customer oriented company which aims to fulfill the needs of the people with their unique
brand identity and fashion sense.

4TED BAKER
Analyses
Before any new strategy can be formulated, it is very important for the organization to ensure that they evaluate and analyze their external
environment extensively so that they are able to understand the presence of various factors which may have an impact on the business of the
firm.
 The first important analysis is to understand the Strengths as well as the Weaknesses. Through the understanding of the Strengths as well
as the weaknesses, the opportunities and threats can be identified. Some of the Strengths of the brand are that the locations of the stores is
a good aspect as it helps to attract the right kind of audience. It has a well-designed merchandise window which shows a wide variety of
products. Additionally it sells high quality products (Banerjee 2017). Moreover, it has an iconic and simple Logo which is easy to
remember. Moreover, there are several weaknesses as well. Not much staff present in the given store and the store does not have a
comfortable layout. In addition to this, the online store is not very well designed (Mooradian, Matzler and Ring 2013).
 A confrontation matrix helps in mapping the Strengths and Weaknesses with the Opportunities and Threats. The opportunities of the firm
are that the social media marketing is very good and brings attention to the stores. Moreover, Lanyards can be used to display the staff
members. Lastly, the clothes which are matching together can be sold as sets at a discount.
 There are various threats of the brand which are Michael Korrs, Mint Velvet, Jigsaw (Payne and Frow 2014) and All saints. Moreover,
cheaper options like Topshop and H & M are also available.

5TED BAKER
 Along with this, external analysis also plays a great role in helping the firm to decide the external factors impacting the firm. Ted Baker
operates in several countries and thus for that reason it becomes extremely important for the given organization to ensure that it looks out
for the different political factors present in the different organizational components and sees to it that the laws are followed easily. The
different laws which the firm needs to abide by are laws related to favored related partners, Taxation, Mandatory Employee benefits,
Risk of military invasion and other such factors. The different economic factors which the given organization has to abide by comprises
of different factors like the exchange rates, stability of the host country, labor costs, Economic growth rate, inflation rate and the
purchasing power of the different people who are present in the given economy in which the firm operates in. The demographics of the
different people will be measured accordingly. The leisure interest of the people play a huge role, the fashion choices and interests of the
people will also be measured in order to analyze what kind of target market needs to be targeted accordingly. The rate of technology in
the countries, the kind of automation present and other such factors also have an influence. The legal aspects relate to the different laws
which are related to the functioning of the firm in the countries. These laws can be laws relating to business, environmental and other
aspects. The materials used in the products, the environmental emission laws and the other related laws need to abided by in case of Ted
Baker.
 All these aspects, help in the evaluation of the fact that there are several opportunities which can be taken advantage of by the brand in
order to ensure that the firm is successful in its endeavors. It can expand into the men`s wear and take advantage of the digital platforms
to advertise its products.