Detailed Marketing Plan Report for Digby Fine English

This report presents a comprehensive marketing plan for Digby Fine English, an English wine producer. The report begins with an introduction to marketing and its importance for businesses, followed by a detailed marketing plan including an executive summary, company overview, situational analysis (internal and external), SWOT analysis, and marketing objectives. The plan outlines strategies related to pricing, promotion, and operations to achieve business targets, emphasizing the importance of understanding customer needs and wants. The report also covers the skills and role of a marketing manager in managing a marketing team, ensuring effective communication and execution of marketing activities. The analysis includes Digby Fine English's background, industry information, and competitive landscape, providing insights into the company's strengths, weaknesses, opportunities, and threats. The report aims to guide Digby Fine English in enhancing its sales, improving its brand reputation, introducing innovative products, expanding its market share, and fostering strong customer relationships, ultimately reducing costs and increasing profits. The report concludes with references to support the findings and recommendations.

MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
1. Marketing Plan........................................................................................................................1
2. Needs and techniques to control marketing activities.............................................................7
3. Skills and role of marketing manager in management of marketing team.............................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing is essential for each and every sort of company, as it will help to attract people
towards products and services. It is require for a manager to do marketing in an adequate manner
(McGoldrick and Liu, 2017). For above stated aim, they can utilize some sort of techniques such
as social sites, internet, discounts, offers and many more. If marketing is done appropriately, then
it will help an enterprise to take benefits from their competitors. Along with this, superior needs
to analyse needs and wants of their clients; therefore, they can fulfil it accordingly. Digby Fine
English is an association which is established in England and producing wine for people. They
are providing their services to across the world. They are focusing on their customers so that they
can satisfy them efficiently. Fundamental purpose of this assignment is to develop an adequate
marketing plan for business. Manager needs to follow it in a systematic manner; thus, they can
attain coveted targets within limited period of time. An enterprise requires to conduct marketing
activities to attract numerous individuals. But it never be done on excessive manner. Marketing
manager has to possess some sort of skills; hence, they can do their task adequately. They need
to communicate about roles and responsibilities to their staff members.
1. Marketing Plan
It is fundamental for each and every sort of association to formulate an effective
marketing plan for their business as it will aid them to cater guidelines; therefore, they can
accomplish their work in a systematic manner (Strauss, 2016). This will assist them to eliminate
obstructions from their firm. With assistance of an accurate data as well as information manager
can develop appropriate strategies. While making plan, it is required for them to consider both
sort of components, i.e. intrinsic as well as extrinsic.
Hence there are certain points which will include into this, it is described as beneath:
Executive summary: It is necessary for an association to develop an appropriate
marketing plan; thus, they can attain coveted goals and targets within minimum period of time.
As a result, they will easily enhance their revenues as well as reputation at marketplace. This will
assist them to survive at market for long period of time. It is like an official papers which
comprises guideline related to business. An enterprise can use advertisement or some other
techniques for marketing purpose. It is fundamental for them to satisfy needs and wants of their
clients and for this purpose, they need to do maximum efforts to attract them properly. Digby
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Fine English is a most famous organisation which produces wine for people and set up in
England. They are adopting best and suitable strategy for their business which help them to pull
individuals (McDonald and Wilson, 2016). Aim which is decided by them need to be particular
and in addition measurable; therefore, they can capture maximum market and will take
advantages from their competitors. Along with this, it is necessary for them to determine that
from where they can acquire resources. Hence, they need to utilize them appropriately, which aid
them to attain targets in future effectively.
Company Overview: It includes essential information of an organisation and in addition
their contact details. This will present an effective image of an association as it helps to pull
maximum people towards them. There are several things which comprises into it, are stated as
beneath:
Name of firm: Digby Fine English
Address: 1 Berkeley St, Mayfair, London W1J 8DJ
Contact details: 020 7112 8887
Annual sales: £30,000 million in 2015 (Approximately)
Number of Staff members: Almost 2,000
Primary line of company: English Wine producers
Management:
Co-Founder & CEO: Trevor Clough
Co-Founder & COO: Jason Humphries
Chairman: Ewen Cameron
Winemaker: Dermot Sugrue
 Overview: Digby Fine English is one of the leading association in UK which is producing
wine for people. It was set up in near July, 2013 and quickly popular in entire nation
(Schmidt and et. al., 2016). When they started their business almost 200 individuals were
working with them. But now recently, they have 2,000 workers who are working with
them to attain desired goals and targets of enterprise.
Investment sought: £60,000
Equity offered: 4.00%
Funded 5 Jun 2014
Investment amount: £78,540
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Valuation (pre-money): £1,440,000 Information of industry: They are following 2015/16 as a financial year. Background and development: Sales of association is continuously increasing which aid
them to compete their competitors at competitive world. They are producing best quality
of wine for people which aid them to attract numerous individuals towards them. Present condition: As they are expanding their business on continuous basis, though they
need to assign more persons into their firm. There are many competitors of Digby
English Wine, such as Biddenden Vineyards, Chapel Down, Rathfinny Estate and many
more (Simanjuntak, Balqiah and Pawitra, 2016). Work forces: They want to capture more market; thus, they are recruiting more people for
their company.
Situational analysis: As indicated by this phase, it is fundamental for an enterprise to
comprehend their items as well as services; therefore, they can grab opportunities from market
which is accessible for them. Hence, they will fulfil their targets in a proficient way. Instead of
this, they need to determine geographical aspect so that they can sale their goods to target marker
through examine intrinsic as well as extrinsic elements. With assistance of situational analysis,
manager can easily find out their threats and in addition how they can sell their products at
global level. Internal analysis: Primarily, it is essential for an employer to identify their internal
components which can affect their entire planning planning procedure in huge manner.
For instance, staff members, financial framework, operational activities and many more
(Baliga, Joshi and Shenoy, 2016). Along with this, it is required for them to comprehend
function of their employees which is associated with procedure of manufacturing as they
are those people who make an adequate control over entire work in an effective as well as
efficient manner. Internal examination is fundamental for an employer as these
components play a proficient part to achieve organisational objectives adequately. Rather
than all of this, there are several elements which need to considered by a manager while
formulating marketing plan, like resources, capital, human and so on. External analysis: Furthermore, it is require for an employer to evaluate these sort of
factors in an appropriate manner as it can also provide impact to plan or strategies. This
will comprise some components, such as relationship with clients, regulatory body,
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technology, cultural, economical, environmental, legal and many more (Antoncic, Auer
Antoncic and Aaltonen, 2016). Each and every element has their own functions and in
addition responsibilities which must be accomplished by them only. Along with this,
Digby Wine English needs to create better and effective relation with their customers i.e.
foreign as well as domestic, as they are the final user of goods and services. Instead of
this, ministry bodies impose additional regulations or policies; therefore, they can secure
purchasers and sellers from any sort of exploitation. Culture can likewise affect sales of
their items directly or indirectly. As each client needs to follow their values, norms,
beliefs. Hence, it is necessary for an employer to consider these all components while
they are formulating marketing plan. SWOT analysis: As per this, it is essential for an enterprise to know about their strengths
as well as weaknesses. By determining them they can develop some strategies to
overcome for their shortcomings effectively (Tan, 2016). Along with this, it is must for
them to find out opportunities which are accessible for them at marketplace, as this will
assist them to expand their market share. By identifying threats they can create some
policies to cope up. It is needed for them to remove their weaknesses within limited
period of time because it can affect their success or growth in adverse way. They have to
determine their rivals which can influence their advancement and develop strategies
accordingly which help manager to Digby to compete with them. Along with this, to
eliminate threats, they need to acquire opportunities.
Objectives: Essential motto of Digby Wine English to improve their sales. For this
purpose, they need to sale their items to domestic as well as foreign users. This will assist them
to develop their reputation at global level. They are an international brand as they are providing
their items across the world. Products of organisation is much qualitative and along with this,
employer develops an adequate strategy or plan for their firm. Hence, there primary aim is to
decrease their expenditures to improve their sales (Baker and Saren, 2016).
Instead of all of this, there are several targets and aims of Digby Wine English which are
stated as beneath: Goodwill: It is necessary for an organisation to enhance their reputation at marketplace.
This will assist them to pull numerous clients towards them. Company is also providing
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their products and services online, which aid them to compete their competitors at
competitive world. Introduction at innovative items: An enterprise can develop new or unique goods for their
users. For this, they can conduct market research, which will help them to know about
preferences and tastes of their clients. This will assist them to enhance sales of new item
at marketplace. Expansion: If an association wants to earn maximum profits, then it is required for them
to enlarge their products and in addition market (Flint and Schumann, 2017). Mutual understanding: An organisation needs to create an adequate relationship with
their customers, as it can provide impact on their sales either positively or negatively. If
they are having an effective relations with them, then they always wants to purchase wine
of Digby Wine English. Healthy environment: This can affect marketing plan of company in wide aspect. If there
is an appreciate working surroundings at premises then staff members will do their task in
an effective as well as efficient manner.
Strategies: To achieve business targets in an appropriate way, it is essential for manager
to develop distinctive scheme for their firm. It is required for them fulfil needs and wants of
people as per their demand because this will help them to take benefits from their rivals at
competitive world. They can formulate strategies which is associated with pricing, promotional,
operations and many more. As a result, they can easily reduce unnecessary cost from their
business process (Padon, Maloney and Cappella, 2017). Manager of company needs to develop
proficient schemes; therefore, they can improve their sales as well as profits. If planning is done
in proper way then, it will help to eliminate obstructions from working procedures. There are
some basic reasons to formulate strategies, which are stated as below:
 To control risk appropriately.
 With assistance of an effective strategy company can face any sort of circumstances.
 Decrease uncertainties from business.
Tactics: It is needed for employees of Digby Wine English to prepare distinctive sort of
planning for their firm. As a result, they can do advertisement of their goods as well as services
in an effective manner. Manage needs to decide their targets properly which will be attained by
them within provided period of time. Along with this, many sorts of payment tools can be
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utilized by an association, as this will pull numerous users towards them (Lamberton and
Stephen, 2016). They are manufacturing their items in an inventive manner, which increase their
sales and in addition revenues. Through formulating suitable policies they can improve their
market share.
Budget: It is like an appropriate plan which is much related with minimum time span. As
a result, manager will easily manage their profits as well as expenditures. This will help them to
utilize resources in an appropriate way. Fundamental aim to create plan is that, manager can
easily examine their performance. They can find out difference amongst actual and standards
performance of workers. Along with this, they have to make it properly; therefore, they can deal
with adverse situations in an appropriate way (Jones, 2017). Superior of an organisation
developed an effective marketing budget for Digby Wine English, which is mentioned as
beneath:
Marketing expenditure budget
Particulars April – June July – September October – December
Advertisement Expenditure 5500 5000 4700
Promotional Expenditure 4800 4000 5000
Training Expenditure 6000 4000 3600
Seminars 5700 4500 5000
Catalogues 2500 1700 2000
Total Expenditures 24500 19200 20300
Control: It is necessary for an employer to make an adequate control over entire activities
of an association. As a result, coveted targets as well as goals will attain within minimum period
of time. With assistance of a proper marketing an enterprise can easily attract numerous clients
towards them. To know needs and wants of people they can utilize various sorts of methods,
such as survey. Along with this, they will take feedback from their consumers this will help them
to develop strategies in more effective way. Manager needs to target their market as it can help
them to know their prerequisites (Holloway, 2016).
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An appropriate control needs to make by an employer and for this they can also make
budget. For an above stated purpose, superior will utilize some tools as well as techniques.
Additionally, they have to maintain quality of their items and services. To make an effective
control over activities superior can provide training to their subordinates. If they get feedback
from their consumers on continuous manner then this will assist them to take benefits from their
competitors at competitive world. Along with this, employees need to do their work by making
proper coordination; as a result, entire work will accomplish within provided time span.
2. Needs and techniques to control marketing activities
Marketing is conducted by an employer; therefore, they can do promote their goods and
services in an effective manner. This will help people to know about their items so that they can
buy it as per their needs. It is fundamental for an association to control those activities which are
related to market (Posavac and Posavac, 2017). To control on it, manager can formulate some
effective strategies; thus, they can attain desired targets within minimum period of time.
An organisation will utilize various kinds of tools and methods for marketing. For
example: advertisement, discount offers, free samples and many more. But they have to do
advertising as per need. Sometimes over marketing can provide adverse effect on reputation of
an association. It will provide negative image on mind of people. Primarily, it is required for
superior to determine those products which need to be advertise. Then manager need to make an
adequate coordination with their business activities. They have to identify price of that good.
Basically, marketing activities need sufficient planning and manager has to determine
place, where they want to promote their items and services. Rather than this, it is fundamental for
an employer to know the need of marketing activities, otherwise it can have adverse affect on
clients, such as:
 Negative brand image.
 Excessive advertisement expenses (Gummesson and Gummesson, 2017).
 This can influence financial position of firm; thus, clients will switch to another brand.
 Cost increment.
It is essential for a manager to control marketing activities; hence, they can utilize some
techniques which are described as beneath:
Competitors analysis: It is needed for an enterprise to examine their rivals in an adequate
way. Manager requires to know that how their items as well as strategy is much proficient, which
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will aid them to influence users at domestic, international and in addition national market. If their
plan is impressive then this will aid them to survive at marketplace for long period of time.
Along with this, employer has to find out which kind of goods are going to be launch by their
rivals on regular basis. They need to analyse marketing strategies which is following by their
competitors. Additionally, Digby Wine English has to determine that they are getting success at
market or not (Shankar and et. al., 2016). They will utilize information of their rivals to modify
their plan or strategies. For instance, manager can visit to some other organisation which has
same nature of business and talk to their owner. This will help them to acquire new or unique
data.
Customer analysis: It is another method to check control on marketing activities. An
employer has to examine nature of their users; thus, they can fulfil their needs and wants in an
effective way. Along with this, they can collect data as well as information of their consumers as
per their age, gender, location and many more. They need to determine their habits that how
much they will spend on products of Digby Wine English after offering them some sort of
discounts or coupons.
Testing research: It is necessary for a superior to find out their target clients as this will
aid them to know about growth and success of their new item as well as services. Manager needs
to develop proper strategies so that they can easily promote their products. For an example: to
test research an employer can communicate with some people like approx 9 to 14, these will be
according to target client base (Keszey and Biemans, 2016). Then, discussion need to be take
place amongst them, this will be related to their items. They will discuss about pros and cons of
it and in addition manager will ask their opinion to modify their products.
Customer feedback: It is much related to research of testing. It is necessary for company
to acquire response of their clients regarding their goods and in addition services. For this
purpose, they can use some sort of tools and techniques, such as survey. They can ask their
opinions which is associated with their items. By doing this, they can modify their products as
per their tastes and preferences. As a result, they can easily compete with their competitors at
competitive world.
Cost Analysis: This is essential for an employer to examine it in an effective manner
because it will influence their profits margin. To decrease unwanted cost from their business
procedure, superior will provide training to their subordinates (Voorhees and et. al., 2016).
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Along with this, they can formulate some plans or strategies. Manager needs to make sure about
it that their cost will not affect their budget in an adverse way, otherwise they will bear heavy
losses.
Therefore, it is essential for company to control on their business activities and for this
they will use some techniques in an effective way. They need to assess it on regular basis as this
will aid them to take benefits from their competitors at competitive world. Along with this, while
formulating strategies manager has to consider their domestic as well as foreign consumers. If
they accomplish their want as per their demand then their sales will get enhance. As a result, they
will improve their revenues and reputation at global and national level (Hapsari and et. al.,
2017).
3. Skills and role of marketing manager in management of marketing team
There are various sorts of skills which possess by marketing manage, are mentioned as
beneath: Innovation: It is fundamental for a manager of an association to launch products and
services in an inventive manner. This will aid them to attract numerous clients towards
them. Along with this, they can modify their items as per current status of market. It is
require for company to develop their marketing process in an impressive manner;
therefore, they can grab maximum market (McGoldrick and Liu, 2017). Leadership: This is most appropriate skills which need to be built into every marketing
manager. By having this sort of ability they can lead at marketplace. Along with this, they
will lead their team members adequately; thus, people will fulfil their task within
minimum period of time. An employer needs to take risk and in addition build trust
amongst their workers so that they can easily complete their work in team. It will assist
them to attain their coveted targets within minimum period of time. It is fundamental for
a manager to find out opportunities at market to improve their market share. Leadership
quality will help manager to deal with any sort of circumstances which is affecting
business of an enterprise (Strauss, 2016). Communication: It is most essential abilities which must be possess by a marketing
manager. They have to interact with lots if people in an entire day. Manager needs to
communicate roles and responsibilities to their subordinates properly. Therefore, they can
do their task in an effective way. An employer can ask them for the suggestions also, this
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will help to improve their involvement level in an association. He can ask suggestions to
them regarding any kind of problem. For develop an adequate conversation at working
environment, superior can utilize some tools, such as meeting. Process design skills: Marketing manager needs to have this form of abilities. Thus, he
can design an appropriate procedure for their company. This will aid them to enhance
their sales and productivity (McDonald and Wilson, 2016). It has to be developed in a
flexible way so that superior can modify it as per needs and wants. Technical skills: It is required for an employer to know that how to use new techniques
and methods. As it will provide lots of benefits to an organisation. According to recent
time, an employer has to utilize new methods. It will help them to attract more clients
towards them. It will improve work efficiency of an individual (Five Essential Skills for
the Future Marketing Manager, 2017).
 Problem solving skills: It is necessary for an employer to resolve problems in an
effective manner. They have to solve issues timely as this can affect productivity as well
as sales of an enterprise. Along with this, staff members will not be able to accomplish
organisational targets and objectives within minimum period of time. Hence, if company
wants to fulfil needs and wants of their clients timely then, they have to resolve each and
entire difficulties in an effective and in addition efficient way (Schmidt and et. al., 2016).
Apart of this, there are several roles which are playing by marketing manager is stated as
beneath: Public relations: It is required for a manager to develop friendly relations with
consumers. This will help them to improve their sales and as a result, they can enhance
their revenues. If there relations are much adequate with people and they are going to
launch new items for individuals then, they have to make less efforts because people will
easily attract towards them. Customer service strategies: It is necessary for an employer to make plans in an adequate
way. Therefore they can easily pull clients towards them (Simanjuntak, Balqiah and
Pawitra, 2016). Along with this, they have to cater best services to them which will help
in their retention. Acquire opportunities: Manger has to take opportunities which are accessible for them at
marketplace; therefore, they can improve their reputation and in addition profits.
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