The United Kingdom suffers

Running head: MARKETING PLAN
Marketing Plan
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References:1
MARKETING PLAN
The Marketing Plan:
Part 1. Situational analysis/Audit:
Part 1.1. External Analysis:
Part 1.1.1. PESTLE of the United Kingdom:
Political factors:
The United Kingdom is politically stable country with a parliamentary government at its
heart. The country has the prime minister at the head of the state government and Queen
Elizabeth II as its nominal head (Gov.uk. 2020). The country has emerged as the 14th politically
stable nation in the world in 2019 (Radu 2019). However, Brexit, which is supposed to take
place in January 2020, would have deep impacts on the political stability of the country (Dewan
2020). Terrorism remains to be one of the severe political threats which the United Kingdom
suffers as it remains to be one of the highly targeted nations (Morrison 2018).
Economic factors:
The United Kingdom is an economically strong country with GDP figures surpassing
USDbn 2600 (Tradingeconomics.com. 2020). This means the country is experiencing increasing
productivity of goods and services. The country is experiencing a positive rate of employment
which means the residents have more disposable income to afford expensive products like
supplements (Ons.gov.uk. 2020). The country has strong financial networks comprising of
multinational banks which facilitate smooth mobilization of financial resources and clearance
(Huang et al. 2016). However, Brexit is expected to slow down the country economically as it
would have to cede the free access to the EU it enjoys (Colchester 2020).

References:2
MARKETING PLAN
Figure 1. Statistics showing GDP of the UK
(Source: Tradingeconomics.com. 2020)
Figure 2. Unemployment rate statistics of the UK
(Source: Ons.gov.uk. 2020)
Social:
The social factors prevailing in the country have strong impacts on the firms operating in
the sports supplement industry. Kårlund et al. (2019) mention that rising disposable income and
health consciousness are pivotal to the growth in the demands of sports supplements. The
consumers in the UK have high disposable income which enable them to join gymnasiums and

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MARKETING PLAN
sports centers which further create the need to include sports supplements in their diet. This can
be established by the fact the country experiences presence of global chains of gymnasiums like
Gold’s Gym (Goldsgym.co.uk. 2020).
Technological factors:
The United Kingdom is technologically extremely strong which enables manufacturing of
technologically sports supplements (Aimé and Simon 2018). The country has a very high rate of
internet access (Ons.gov.uk. 2020). This means that the sports supplements marketing companies
are able to market their products online and generate high revenue. However, the ecommerce and
digital platforms face high rates of online data theft risks (Thomas 2018).
Legal factors:
The legal system in the United Kingdom operates with the Supreme Court of the United
Kingdom at its peak. The companies should comply with the laws formed by the government of
the United Kingdom (Gov.uk. 2020). The strong legal system in the United Kingdom enable the
companies protect the intellectual properties by acquiring IPRs for the same as per Intellectual
Property Act 2014 (Legislation.gov.uk. 2020).
Environmental factors:
The business organisations operating in the United Kingdom have to comply with the
environmental laws passed by the government of the United Kingdom as well as international
bodies like the United Nations. The firms operating in the sports supplement industry have to
ensure that they manufacture their products using environmentally sustainable ways to the
feasible extent (Meyer and Reguant-Closa 2017).