MKT3025: Entrepreneurial Marketing Plan for Rowlinson Knitwear, UK

This report provides a comprehensive social media marketing plan for Rowlinson Knitwear Ltd., a UK-based manufacturer of school and corporate wear. It begins with an introduction to entrepreneurial marketing and a marketing audit, including PEST and SWOT analyses to assess the external and internal business environments. The report outlines specific objectives for improving customer base, sales, and market presence. It then delves into gathering insights into the target market using the STP model (Segmentation, Targeting, Positioning). The core of the report focuses on selecting social media zones (relationship, publishing, entertainment, commerce) and vehicles, with a detailed experience strategy for each zone. Finally, the report establishes an activation plan, including implementation strategies and measures for managing and evaluating the marketing efforts. The report concludes with a summary of findings and recommendations, supported by references.

Entrepreneurial Marketing

Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Marketing audit......................................................................................................................3
Objectives...............................................................................................................................5
Gather insight of target market...............................................................................................5
Social media zones and vehicles (relationship, publishing, entertainment, commerce)........6
Experience strategy according to selected zone.....................................................................7
Implement of activation plan..................................................................................................8
Measures and management...................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
The term entrepreneurial marketing can be defined as the proactive identification and utilization
of opportunities to obtain better profits from investment. Entrepreneurs are those individuals who
bear risk and offer innovative and creative products to customer for capturing high market share
through providing additional value in organisational products. Similarly, marketing plays an
important role and according to existing conditions social media is one of the most effective
tools of marketing that aids an organisation to obtain top position in market. This report is
written from perspective of Rowlinson Knitwear Ltd. which manufactures school as well as
corporate wear uniforms or clothes (Yang and Gabrielsson, 2017). It’s headquarter is situated in
Stockport, UK. With develop of social media marketing plan and its essential aspects are
highlighted in the report. The main motive for formulating effective marketing plans is to
enhance organisational sales for improving profits and market area of business.
MAIN BODY
Marketing audit
Market audit can be defined as an effective comprehensive and systematic analysis of micro
and macro business environment of an organisation in order to develop an effective marketing
plan for organisation. So the goals and objectives of organisation are accomplished in minimum
time period. Rowlinson Knitwear Ltd. is a medium sized manufacturing organisation that deals
in clothing industry. Moreover, the product quality of organisational products is goods which
help management to cover large market area of UK. Along with this company is increasing
market reach of products through offering desirable and affordable products in order to design
dress as per company specification (Whalen and Akaka, 2016). Some of the effective ways that
are implemented by Rowlinson are mention as follow:
PEST Analysis- Pest work as a strategic management tool that help to analyse external business
environment of an organisation in which organisation is operating there business.
 Political- From the point of UK political conditions, government is open for
encouraging small business through offering low tax, subsidies and legal flexibility to

the all organisation for supporting new business in a country. In context of Rowlinson
Knitwear the supporting actions of UK government helps to enhance market share of
organisation as it support the social media marketing plan for organisation that increase
marketing activities of organisation.
 Economical- With the UK market conditions it is identified by management that the
number of corporate companies and schools is increasing with rapid speed. So the
demand of organisational products for clothes is also improved (Wales, 2016). As per
current scenario, Brexit impact on the economic conditions due to which individuals and
organisation both are facing challenges to manage and control its business in appropriate
manner. So Rowlinson Knitwear also develop policy such as improve in monetary policy
to overcome from financial conditions.
 Social- According to the present conditions of UK, individuals who are residence of UK
are influence to purchase high quality products. This refers that the set standards for
individuals are high due to which it is essential for organisation to formulate good
quality products. According to Rowlinson Knitwear management, production unit is
highly trained for maintain good quality of products.
 Technological- UK is a highly technological and advanced nation that helps Rowlinson
Knitwear to use better information system. The main use of technology changes is to
manage social media techniques for organisation. With use of social media techniques it
is used by management for completing work as per making marketing techniques to
achieve company objectives.
SWOT Analysis- It is an effective tool that is used by management for managing its internal
effectiveness through monitoring internal environment of organisation. The main use of
marketing techniques is to formulate an effective strategy that satisfies needs and wants of
customers in proper manner (Ristevska-Jovanovska, 2016). SWOT analysis from perspective of
Rowlinson Knitwear is mention as below:
Strength
 Use of good quality and affordable
pricing of products work as major
strength for organisation.
 By developing products according to
Weakness
 Due to low presence in market and its
limited area it is complex to reach at
target market.
 Cost structure of organisation is not

clients requirements is another strength
for organisation will improve.
improved in proper manner which work
as a weak point for organisation.
Opportunities
 With implement of social media
marketing plan customers base for
organisation is directly improved at
global level through targeting huge
number of customers easily.
 By the use of organic material more
number of individuals are attracted
towards expansion of business that
improves market share for organisation.
Threats
 Due to globalisation competition
between organisations is too intense
that generates challenges for
organisation to manage its market area.
 Increase in marketing cost of
organisation price of products is also
increased that generates issue to buy
consumer products effectively.
Objectives
This is essential for organisation to achieve organisational goals, objectives and targets
within minimum time period. The target and objectives of organisation are achieved by
enhancing the morale of individuals and team members (Melchiorre and Johnson, 2017). Some
clear objectives are formulated by management of Rowlinson Knitwear to undertake essential
action for accomplishing company objectives in decided time period. Some objectives of
organisation are mention as below:
 For improving customer base for organisation with 30% by formulating new social media
marketing plan that is achieved in quarterly basis time period.
 For enhancing sales of organisation products with 10% for each quarter with implement
of new marketing strategy.
 To improve market presence for organisation in order to reach in rural market for
boosting goodwill of organisation through social media marketing.
Gather insight of target market
Marketing strategy of an organisation is able to achieve success only if management clearly
understand about target market (Kumar, Choi. and Greene, 2017). These results all the policies
designed and developed by management according to marketing needs it is easy to generate

essential purchase for company products from customer perspective. Rowlinson Knitwear
utilised STP model to accomplish organisational objectives with help of social media marketing. Segmentation- This is related with dividing the overall market for organisation into small
segments that is based on physiographic, demographic etc. in order to accomplish
company objectives in proper manner through satisfying needs for each segment of
customers (Gruber-Muecke and Hofer, 2015). The specific segmentation for Rowlinson
Knitwear is relates with geographic basis that leads organisation to enter into new market. Targeting- According to essential requirements for marketing plan it is identified that
targeting plays an important role for organisation to formulate an effective marketing
plan. The term target refers to understand needs of a particular section of market or
customers so management implement effective policy that helps to target an area in
organise manner. Rowlinson Knitwear target those customers which order clothes in
bulk. Positioning- According to this stage all products and services of organisation are
positioned in market with those aspects that enhances goodwill of overall products among
customers. The main motive of positioning aspect is to generate positive perception about
organisational products in market. Social media and digital technology is one of the most
effective tools for positioning all products in an effective manner.
Social media zones and vehicles (relationship, publishing, entertainment, commerce)
The main role of social media marketing is to use all social media platforms that are
effective for connecting with customers. With the use of social media zones brand awareness,
increase in organisational sales and more traffic of website of organisation is increased that
improves sale of products by targeting customers easily (Fernández-Mesa and Alegre, 2015).
Moreover, the in-detailed information about different zones of organisation is mention as below:
 Social community- This is one of the most effective social media zone that is used for
connecting with individuals on social basis. With the zone of social community it is easy
for organisation to build better and effective relationship with its clients. Linked in is one
of the key aspects for social community channel to satisfy needs of customers in proper
manner. Similarly, Facebook and Twitter are also used to develop relations on personal
basis.

 Social publishing- The use of social publishing zone is to transfer and spread
information about organisational product and content in proper manner. So it is easy for
management to target more number of individuals. Youtube, Flickr etc. are key aspect
that helps to transfer all information in proper manner.
 Social entertainment- With this zone an individual interacts with other persons for
fulfilling the purpose of entertainment and relax. There are various channels exists in
market which is used to fulfil purpose of social entertainment (Denizci Guillet,
Kucukusta and Liu, 2016). Instagram is one of the best application for interacting with
individuals to complete purpose of social entertainment.
 Social commerce- E-commerce platforms are one of the most effective channels that
work as a social commerce aspect. With the implement of social commerce commercial
platforms are selected by Rowlinson Knitwear. It is easy for management for selling
their products with new platforms.
Organizations need to choose their zones so they can pick the proper channels that can help them
in associating with their intended interest group. Rowlinson Knitwear can utilize Facebook,
LinkedIn and channels of social trade so it can reach to its objective customers and contact with
numerous organizations who are keen on school wear and corporate wear outfits so the deals of
organization can be expanded. Facebook can help Rowlinson in reaching organizations through
their pages on Facebook with the goal that organization nearness can be set up. Through
LinkedIn the organization can make its profile which will additionally improve its contacts with
organizations and furthermore help it in drawing in representatives with required aptitudes.
Social business diverts can help in legitimately managing customers and selling and buying with
the use of website and applications.
Experience strategy according to selected zone
This is an important aspect for organisation to develop a better customer experience strategy
to target more number of customers in minimum time period. Rowlinson Knitwear and almost all
other organisation use customer experience strategy to target more number of individual that
help to develop an effective marketing plan for organisation (Dai and et. al., 2014). The social
media zone which is utilised by Rowlinson Knitwear is social community that helps to reach
towards more number customers. Moreover, Facebook channel is used by the management for
generating better relations for its target customers on personal level. On the other side, to build

relations at professional level management utilise Linked-in application to interact with
professional persons. Some of the ways through which organisation improve its customer base is
mention as below:
 Directing the organization promoting by following its objective clients- It implies that
the objective clients are followed on the online life through their exercises with the goal
that the objective clients can be discovered which can help in concentrating the
advertising of organization on them (Gruber-Muecke and Hofer, 2015).
 Improving client connections: The relations with clients ought to be constructed
unequivocally by reacting to the requests of clients speedily, refreshing the site of
organization normally so the enthusiasm of clients can be kept up, refreshing about the
costs and material of fabrics accessible with organization and so on.
 Capturing client criticism progressively: It is significant that the organization rapidly
reacts to the client input with the goal that their experience can be upgraded and
improvement in items can be made which help in expanding consumer loyalty.
 Staying associated with its clients- The organization should remain associated with its
clients by refreshing them with new offers, arrangements and many more. So more
clients can be included and a dependable base of clients can be made in order to increase
sale of organisational products in an effective manner.
Implement of activation plan
To use all the aspects of social media in an effective manner management must generates better
collaboration among all activities of social media to gain desired outcomes. Along with this by
using social media strategy management is also able to develop better marketing objectives,
research of target audience, implement of essential metrics, competitive analysis and assessing
better results from all organisational activities that helps to accomplish organisational goals by
engaging all team members of organisation. All the activities that are implemented by Rowlinson
Knitwear must manage as per social media strategy in order to complete all work in an effective
manner (Kumar, Choi. and Greene, 2017). Along with this by setting clear objectives it is also
easy for organisation to achieve social needs and wants for approaching large number of
customers in an effective manner. In order to generate better coordination with individuals and
all other stakeholders management must develop and design effective social media strategy. So

with some simple clicks it is easy for individuals to interact with all individuals. According to
below mention time lines management is completing their activities in decided time period.

Therefore, by accomplishing all above mention organisational activities as per decided time
frame it is easy for management to accomplish huge success with completion of task through the
help of social media. It results that organisation is able to accomplish competitive edge in
market.
Measures and management
Marketing strategy of an organisation is effectively implemented by management through
processing various principles for company benefits. This also results that effective implement of
marketing strategy leads organisation to gain maximum benefit in minimum time period. Along
with this it is also essential for Rowlinson Knitwear to monitor all activities in order to use social
media in an organised manner. Further, with the formulation of an appropriate amount of budget
that is allocated for social media marketing in order to accomplish all activities properly is
decided which is mention as below:
Particular Amount
Cost of market research £ 8,000
Salary and Wages £ 10,000
Training and Development expense £5,000
Uncertain or miscellaneous cost £ 2,000
Total £25,000
Controlling- This is an important for an organisation to implement right marketing strategy that
is effectively used but it is conceivable only when management control all of its activities in
proper manner (Ristevska-Jovanovska, 2016). KPI and balance scorecard are two most effective
techniques which helps to control the social media marketing plan. The selected aspects for both
controlling techniques are to improve market presence and customer satisfaction. Thus, these

KPI techniques helps to determine the performance of organisation in market to conducts social
media marketing plan in proper manner.
CONCLUSION
From this report it is concluded that to make the promoting plan of an organization
productive it is significant that the internal as well as external business condition of organization
are divided. As most of the marketing function depends on which a viable advertising plan can
be framed. It is likewise fundamental that goals are clearly decided and the strategy is suitably
picked by organization so the advantages of plans are increased with decided systematic manner
and tactics.

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