Marketing Plan: Strategic Analysis of The Berkeley Partnership

This report presents a comprehensive marketing plan for The Berkeley Partnership, a management consultancy. It begins with an introduction to marketing strategy and the impact of external factors like Brexit. The report provides a profile of the organization, followed by a situational analysis, including an examination of the macro environment and the importance of environmental scanning. A detailed PESTLE analysis evaluates the political, economic, social, technological, legal, and environmental factors influencing Berkeley Partnership. The report also uses the Ansoff Matrix, Porter’s Five Forces, McKinsey’s Framework, and BCG Matrix to analyze the internal and external environments. It outlines marketing objectives, justifies them, and applies the STP model (segmentation, targeting, positioning). The report then discusses marketing tactics and the marketing mix, including action and control measures, culminating in a conclusion and references. The analysis considers the competitive landscape and provides strategic insights for Berkeley Partnership's marketing efforts.

Running head: MARKETING PLAN OF BERKELEY PARTNERSHIP
MARKETING PLAN OF BERKELEY PARTNERSHIP
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction....................................................................................................................2
Profile of the organization..............................................................................................2
Situational analysis.........................................................................................................2
Key factor in the macro environment.........................................................................2
Importance of environmental scanning......................................................................3
Analysis of the changing organization.......................................................................3
Macro environment analysis..........................................................................................3
PESTLE analysis of The Berkeley Partnership.........................................................3
Ansoff Matrix.............................................................................................................5
Internal organization......................................................................................................8
Porter’s five forces analysis of The Berkeley Partnership.........................................5
McKinsey’s Framework.............................................................................................8
BCG matrix................................................................................................................9
Marketing objectives....................................................................................................10
Justification of the objectives...................................................................................12
STP model analysis of The Berkeley Partnership........................................................12
Tactics..........................................................................................................................13
Marketing mix of The Berkeley Partnership............................................................13
Action and control....................................................................................................15
Conclusion................................................................................................................15
References................................................................................................................17

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Introduction
The marketing strategy is the overall plan that is made by an organization to reach the
people and developing a huge customer base. Marketing plan of an organization is developed
with the help of effective strategies. Brexit can affect the growth based strategies that are
developed by the organization as the economy of the country has been influenced in a huge
manner due to this factor (Bailey, Driffield and Kispeter 2019). The internal environment of
an organization is also influenced in a huge manner by the external changes. The
organizations thereby need to develop effective strategies that will be able to play a key role
in improving the profitability levels (Chang 2018).
Profile of the organization
The Berkeley Partnership is a management based consultancy that was founded in the
year 1990. The organization is based in New York and London and Berkeley works with
many different global companies and household names in order to offer its services. The
organization has been able to transform the business operations of different multinational
corporations (Berkeleypartnership.com 2019). The estimated revenues of the organization are
around 20.6 Million Dollars with an employee base of 86 individuals. The ambitious goals
and objectives that have been set by the multinational corporations have been achieved with
the help of services of Berkeley Partnership. The approach that has been developed by the
organization has been quite different from the start of its operations in the country
(Berkeleypartnership.com 2019).
Situational analysis
Key factor in the macro environment
The macro environment based factors have an impact on the business operations of
modern organizations. The factors related to macro environment are based on different types

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of forces that include, demographic forces, economic forces, political forces, ecological
forces, socio-cultural forces and technological forces (Clarke, Serwicka and Winters 2017).
The organizations that wish to start their operations in a new country need to analyse the
external or macro environment in order to develop the strategies that can be implemented in
the new areas. The long term growth of the business is also affected by the strategies that are
developed by the organizations with respect to the external forces (Clausen 2019).
Importance of environmental scanning
Environmental scanning is able to play a key role in the proper development of an
organization in the industry of its operations. The organization will be able to maintain its
operations in the industry in a sustainable and profitable way if the strategies are developed
with respect to the changes that have taken place in the external environment (Crafts 2018).
Environmental scanning is considered to be quite ethical in nature and is able to support the
organizational operations.
Analysis of the changing organization
The Berkeley Partnership had started its operations in the year 1990 in the highly
competitive environment of the United Kingdom. The organization has been changing the
ways by which it operates in order to fulfil the changing needs of the consumers. The changes
that have taken place in the United Kingdom due to Brexit implementation have affected the
operations and services of Berkeley. The company has implemented major price cuts on the
products that are offered to the consumers (Cumming and Zahra 2016). The organization has
aimed at improving the services and products that are offered by global corporations
belonging to different industries including, consumer goods, healthcare organizations,
financial services, entertainment and media, oil and gas, retail, pharmaceuticals and medical
(Dhingra et al. 2017).

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Macro environment analysis
PESTLE analysis of The Berkeley Partnership
Political factors – The Berkeley Partnership operates in the globalized environment
and the political situation of the country have an impact on the profitability levels and
revenues. Brexit has increased the levels of complexity in the UK political condition. A new
divide has been created between two major groups that are the Brexiteers and Remainers.
(Dhingra, Machin and Overman 2017). The size of UK economy is predicted to decrease by
3.9% after around 15 years of Brexit implementation. This has led to the development of an
unstable political condition in the country after Brexit implementation. The access to a single
market will be lost by the UK due to changes in policies that can be implemented by EU
based on The European Free Trade Association. The rates of staff turnover in the retail
industry is high and the operations of Berkeley is affected by this factor (Dhingra et al. 2016).
Economic factors – Berkeley has to be aware of the changes that take place in the tax
based policies and levels of accessibility of the finances. The statistics have depicted that in
the year 2015 the UK had exported 133 Billion Euros worth of goods. However, the trade
activities will be hit after Brexit by around 4.5 Billion Dollars a year. The UK business
organizations have also started becoming less competitive in nature and profitability levels
have been lowered as well (Driffield and Karoglou 2019). The GDP growth rate of the UK
has slowed down post Brexit implementation. GDP of the United Kingdom has lowered
down by 2.1% after Brexit. Around half of total FDI based stock of the UK is based on the
countries that are a part of the European Union which amounts to 1 Trillion Euros. The high
trade costs after Brexit will decrease the levels investments in the UK (Partington 2019). The
negative changes in GDP can pose threat to the services and solutions that are offered by
Berkeley. Brexit has led to a slowdown in the UK economy and has also reduced the value of
pound. The volatility levels of pound have increased to the highest levels after the placing of

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Brexit referendum. Inflation rates have been quite stronger and the consumer prices index
rose from 1.8% in the month of January to around 1.9% (Partington 2019). Trade in the
country has also widened due to a huge slowdown in the global economy. These factors have
to be taken into consideration by Berkeley before the company aims at deciding the prices for
various services and solutions (Srovnalikova and Razinskaite 2017).
Social factors – The trends in different industries of the United Kingdom have
changed in the last few years. The interests and choice of customers of the country have also
started changing in the last few years. The experiential products are provided with more
importance by the customers. Berkeley has the opportunity to design its services with respect
to the changes that have taken place in the external environment and behaviour of consumers
(Gasiorek, Serwicka and Smith 2018).
Technological factors – The model of that is adopted by the UK based on its
relationship with the European Union has an impact on innovation and technology. The
investments that have been made in research and development facilities are the major drivers
of technology. Data privacy levels will be affected by the relationship levels that will be
formed between the UK and European Union (Gu and Hibbert 2018). The Data Protection
Act that had been implemented in the year 1998 will also face major changes based on the
reforms that will be made in organizations. Berkeley requires data of clients to develop its
services. Restrictions in the data usage can have an impact on the operations of the
organization. The development of infrastructure of the organization is important for The
Berkeley Partnership.
Legal factors – The laws that have been developed by the UK government based on
intellectual rights and the Intellectual Property Rights or IPR. The environmental laws also
need to be followed effectively by the organizations. The rights of UK citizens have remained

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the same even after Brexit implementation. The transition period that has been formed is
based on the time that is provided to Britain so that it is able to leave political institutions in
the EU. The laws that will be implemented in UK in this period will continue to be the same.
Berkeley can thereby develop the solutions based in policies that would have been formed
even before Brexit implementation. The tax rates have been influenced by changes that have
taken place in the United Kingdom after Brexit implementation (Harvey and Hubbard 2016).
Environmental factors – The climate based agreements that have been developed by
the United Kingdom have changed to some extent after Brexit implementation. The country
does not follow the EU or European Union based laws. The environmental policy-making
activities have been affected by implementation of Brexit. Brexit will thereby lead to weaker
governance and environmental ambitions as well. This will also have an impact on the
assistance that will be offered to global organizations belonging to the competitive industries
that operate in the UK (Hatzigeorgiou and Lodefalk 2016).
Porter’s five forces analysis of The Berkeley Partnership
Threats based on substitutes – The management consultancy based industry of the
UK is highly competitive in nature and many different organizations are able to provide
similar products to the clients (Hatzigeorgiou and Lodefalk 2016). The major competitors of
Berkeley in the industry include, Deloitte, Infosys and many more. The organizations are able
to provide similar types of services to the clients or customers (Lathan, Green and Chagani
2017).
Bargaining power of the suppliers – The slowdown that has taken place in the United
Kingdom after its exit from European Union has been able to affect the supplier base of
Berkeley (Dhingra, Machin and Overman 2017). The economic downturn in the country has

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led to many job cuts and layoffs and all the industries have been affected in a huge manner
due to this factor (Lynch, Whitaker and Cygan 2019).
Bargaining power of the customers – The customers of Berkeley are considered to be
highly important for the ways by which the company has developed its position in the
industry. The levels of competition in the consultancy or IT based services have increased
and the buyers are provided with huge number of options from which they are able to choose
(Dhingra et al. 2016). The major organizations in this industry have been in operations for
many years and the development of operations of Berkeley has become quite tough in this
case (McMahon 2016).
Barriers to entry – The entry of new organizations in the IT solutions based industry
has been quite low due to the requirement of high levels of investment and effective
development of infrastructure as well (Driffield and Karoglou 2019). The entry of small
organizations is thereby considered to be quite tough due to the requirement of large value
chains. The Berkeley Partnership does face high levels of threats due to the entry of new
small organizations in the industry (Mohamed, Pärn and Edwards 2017).
Rivalry among the firms – The levels of rivalry that have been developed in the
industry are considered to be quite high as many different organizations have been operating
the IT industry for the last few years (Clarke, Serwicka and Winters 2017). The company will
have to face major levels of rivalry based on prices that are offered by the other organizations
that are currently operating in the IT industry (Moschieri and Blake 2019).
The UK IT based industry has been influenced in s huge manner by the changes that
have taken place due to the economic downturn. The policies related to tax that had been
followed by the organizations in the industry have also changed and this has been able to
affect the ways by which revenues are earned in the industry (Pappas 2019).

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Internal organization
Ansoff Matrix
The Ansoff matrix is mainly based on detailed analysis of the strategies that are
implemented by an organization in order to penetrate a new market area, develop products,
diversifying the product portfolio and market development. The Berkeley Partnership has
also developed Ansoff matrix analysis in order to create its position in a new market area
(Hill, Korczak and Korczak 2019).
Product development strategy – The products that are offered by Berkeley mainly
include, the packages that are offered to different organizations and services that are
implemented for providing customer support. The services are being offered by Berkeley in
the new growing areas of the UK market that include, healthcare, media and retail (Howarth
and Quaglia 2017).
Diversification – The strategy based on diversification has been implemented by The
Berkeley Partnership in order to expand its operations outside the UK. The current operations
of the organization are only based on the UK and New York. The emerging countries and
other developed countries will also be able to major growth opportunities to the organization
(Hüther et al. 2018).
Market penetration - The current markets that have been developed by The Berkeley
Partnership are a part of the market penetration based factor of Ansoff matrix analysis.
Berkeley currently operates in the UK and New York and reduction of the prices of services
can have an impact on the process of effective market penetration. The quality and costs of
services need to be taken into consideration by Berkeley. Penetration of the market is
considered to be highly important for sustainable and profitable operations in the future
(Johnston and Buongiorno 2017).

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Market development – The Berkeley Partnership aims at increasing the market areas
in which the products are offered. The company aims at offering its consultancy based
services to different other countries in order to improve the customer base. The organization
can aim to target its products to other major countries like, Australia in order to improve the
levels of revenues and presence in the market as well (Ko and Ha 2018).
McKinsey’s Framework
Strategy – The strategy that has been implemented by The Berkeley Partnership in the
industry is highly client focussed in nature. The growth that has been achieved by the
organization is also based on global operations of Berkeley and the effective client base
which has been formed in different industries (Berkeleypartnership.com 2019). The company
is currently aiming at developing its position in the industry with the help of services that are
offered to the clients. The cost based differentiating model has been developed by the
organization (Perraton and Spreafico 2019).
Style of leadership – The leadership style that has been implemented by The Berkeley
Partnership is mainly based on the essential and primary elements related to organizational
success. The business vision of the organization is highly supportive of the strategies and
goals that have been developed by Berkeley (Berkeleypartnership.com 2019). The major
attention of the organization has also been on the development of qualities in the employees
that are helpful in creating effective collaboration. The transparency levels within the
organization are also quite high in order to improve the levels of decision making (Sampson
2017).
Staff – The quality of staff or human resources is also considered to be an important
factor that is able to affect the operations of Berkeley. The selection of candidates in the
organization is considered to be highly important for the ways by which Berkeley provides

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the services to its clients (Berkeleypartnership.com 2019). The candidates are selected by
Berkeley with respect to different factors that include, technical skills, academic records and
the high levels of learning ability (Sampson et al. 2016).
Shared values – The values of The Berkeley Partnership are based on the approach
that has been implemented in order to develop the services to be offered to the clients. The
company aims at working with the leadership teams of the clients (Berkeleypartnership.com
2019). The team of the organization provides ideas, experiences and challenges with the help
of a tailored approach. The methods that are applied by the organization in order to provide
the services to clients are different and unique in nature. The levels of customer satisfaction
are aimed to be increased by Berkeley in order to develop a unique position (Srovnalikova
and Razinskaite 2017).
Structure – The organization has implemented a flat organizational structure that does
not include many hierarchies. Berkeley provides high levels of importance to the employees
who hold different positions in the organization. The levels of flexibility in the organization
are high and the teams are able to play a major role in the ways by which Berkeley can
operate. The team leaders are able to play the most important role in the ways by which
services can be developed by the organization (Tielmann and Schiereck 2017).
Skills – The skills that have been developed by the employees are considered to be
highly important for the providing effective recognitions and appraisals that are offered to
them. Knowledge management is considered to be highly important for using the skills of
employees and implement the ideas in order to achieve the long term based goals that have
been set by the organization (Wright et al. 2016).

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BCG matrix
The BCG matrix analysis can be used in order to analyse the share that has been
gained by an organization in the industry.
Dogs – The Dogs are first discussed as a major part of the BCG matric. The share that
has been gained by The Berkeley Partnership in the industry can be analysed in this part of
the BCG matrix. However, Berkeley cannot be included in the Dogs group as the
organization has gained huge levels of growth in the industry (Tielmann and Schiereck 2017).
Cash Cows – The cash cows are the part of the group which are based in the high
share in the market and low growth. The Berkeley Partnership cannot be included in this part
of the matrix as the company has not been able to gain a huge share in the market (Moschieri
and Blake 2019).
Stars – The Stars based part of the BCG matrix is considered to be based on high
levels of market enlargement and market split that is high as well. The Berkeley Partnership
cannot be placed under this category of the matrix (Mohamed, Pärn and Edwards 2017).
Question marks – The last and fourth part of the matrix is termed as “Question
Mark”. The companies that belong to this part of the matrix have high growth in the market
and low shares as well. The Berkeley Partnership is considered to be an important part of this
aspect of the matrix. The company has low shares in the market, however, the growth levels
of Berkeley are quite high from the start of its operations in the industry (Hill, Korczak and
Korczak 2019).
Marketing objectives
The objectives that can be set by The Berkeley Partnership are as follows,