MC6010: Comprehensive Marketing Plan for John Good Shipping

This marketing plan analyzes John Good Shipping, a logistics company, focusing on its current market position and future strategies. It begins with an executive summary and a detailed table of contents, followed by a strategic audit that examines the macro and micro environments, internal resources, capabilities, and a SWOT analysis. The plan defines the company's mission, vision, and corporate and marketing objectives. Strategic decisions, including rational, incremental, and bounded-rational models, are discussed. The plan also outlines the STP (Segmentation, Targeting, Positioning) strategy, branding tactics, and the marketing mix. Tools for contingency planning and a marketing budget are included, concluding with a summary of the key findings and recommendations, and supported by references. The plan aims to enhance revenue, improve profit margins, and optimize the company's return on capital employed within the competitive logistics market.

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

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Executive Summary
Marketing plan can be illustrated as the blueprint of the marketing strategies for the
forthcoming year. It is an indispensable part of the business plan that discusses the present
market position as well as deigns the future strategy to acquire its target market. There can be
numerous approaches to a marketing plan; however, for the purpose of this marketing plan, a
strategic audit has been conducted first on the background of John Good Shipping discussing
its present macro, micro environment, internal resources, capabilities and SWOT. Secondly,
the long-term objectives of the firm has been identified. Lastly, a marketing plan has been
developed with the help of a well-defied marketing mix and marketing budget.

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Table of Contents
Introduction................................................................................................................................5
Description.................................................................................................................................6
Strategic Audit.......................................................................................................................6
Macro.................................................................................................................................6
Micro..................................................................................................................................7
Internal resources and capabilities.....................................................................................7
SWOT analysis...................................................................................................................8
Objectives...............................................................................................................................9
Mission...............................................................................................................................9
Vision.................................................................................................................................9
Corporate objectives.........................................................................................................10
Marketing objectives........................................................................................................10
Strategic decisions................................................................................................................11
Models..............................................................................................................................11
Options.............................................................................................................................12
STP...................................................................................................................................12
Branding...........................................................................................................................14
Tactics..................................................................................................................................14
Marketing Mix.................................................................................................................14
Tools to contingency planning.............................................................................................15
Marketing Budget.................................................................................................................16

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Conclusion................................................................................................................................17
References................................................................................................................................18

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Introduction
A marketing plan can be best explained as the blueprint of the marketing strategy for
the coming financial year (Jay and Sealey 2016). It is an integral part of the business plan that
encompasses a firm marketing strategy for the forthcoming year. It discusses the present
marketing position of the business entity and lays a foundation for acquiring the target market
through a well-defined marketing mix (Brohi et al. 2016). There are numerous ways in
developing a marketing plan, however for developing this particular marketing plan a
strategic audit had been conducted on the macro and micro environment concerning John
Good Shipping, portraying its internal capabilities and also identifying its SWOT. Its
strategic objectives and decisions have been reviewed. Finally proper tactics and marketing
budget have been prepared for achieving its marketing goals.

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Description
Strategic Audit
Macro
John Good Shipping is a logistics company which has a worldwide serving capability.
It has it’s headquarter situated in Kingston Upon Hull, UK. It has its presence in a number of
locations like Manchester, Hull, London, Shanghai and Istanbul. It is an integral part of the
logistics industry (Blakeman 2018). Owing to its operations in a number of nations, the major
macro-economic and environmental forces that act upon it are follows:
Law and statute: Good John have to carry out its operations in a number of nations and each
nation has different set of laws, codes and regulations prevalent in their country governing
movement of cargo and also relating to trade by a logistics company. Therefore to expand its
business in these countries and spread to other countries, it has to maintain a vibrant law team
to deal with law and statutes of different countries.
Tariff: Some country can impose tariffs and other restrictions on goods imported in their
country. Extensive checking at customs delays the cargo delivery and thereby increases the
cost for John Good shipping. John Good Shipping in order to avoid tariff barriers can identify
viable economies that imposes minimum tariff on foreign companies.
Rising price of oil: Transportations of goods requires oil to run the cars, trucks, airplanes and
ships. Prices of oil is rising day-by-day creating an excess pressure on the logistics company.
In order to reduce the burden of rising oil price, John Good Shipping can enter into future
contracts with leading oil companies that operates in the countries where it operates.
International political tensions: Rising political tensions between countries have either
made some parts of the world inaccessible for John Good Logistics or created an upward

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pressure on the price of oil reducing the area of operation and profit by increasing the cost.
John good in order to reduce such risk and increase in cost of operation can identify viable
economies that have a political stability.
Micro
Consumer behavior: Consumer behavior can be taken as a major micro attribute that have
its effect on a logistics company (McDONALD 2016). The ever changing needs of the
customers in both B to B as well as B to C model must be considered and flexible plans and
policies must be formulated to accommodate such change in order to have a better
operational result.
Cyber Security: In the era of globalization where many logistics firms like Good John
Shipping has an international presence, huge volume of data movement takes place between
different countries using the internet. So, proper management and safeguard of its
confidential information along with safe transfer should be its top priority. So, cyber security
can be considered as an important micro factor and John Good Shipping must employ a
vigilant IT team to keep a track and safeguard its confidential data which in long-run will
gain a competitive edge for it thereby increasing its operational profit margin.
Internal resources and capabilities
Internal Policies: The internal policies that are to be made, should be flexible so that it can
be adjusted according to the changing environment (Miles et al. 2015). Apart from flexible
internal policies, the policies should be forward-looking that is designed to meet the future
needs keeping in mind the future change in environment. The internal policies of John Good
Shipping is very strict, especially relating to delivery of value and meeting client’s
expectation. This will ensure safeguarding existing clients and acquiring of potential clients.

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Workforce: The workforce is the biggest asset of any organization. The workforce should be
technologically sound and should be flexible that is, changing according to demand of
change. John Good recruits such workforce who are flexible enough to change according to
clients need and delivers maximum value to them.
SWOT analysis
Strength: The major strengths of John Good Logistics are indispensable experience in
freight movement allowing effortless movement of goods between countries through road, air
and sea routes (Johngood.co.uk. 2020). Apart from easy movement in freight, worldwide
availability of warehouses can be identified as strength of John Good Logistics and
enhancing such infrastructure in the field of logistics, will enhance the operational profit
margin of this company.
Weakness: There are very few weaknesses that could be identified for John Good limited,
the principal of which could be inability to develop and implement an efficient infrastructure
for smooth data transfer like the implementation of the Electronic data interchange or EDI. In
order to have a better market standing, John Good have to implement a proper EDI
infrastructure.
Opportunities: There are plenty of new opportunities that could be identified for John Good
logistics. The main opportunity could be developing business activities in countries like
Mexico, Nigeria, Indonesia and India or in any other developing nations that could boost its
business to a great extent.
Threat: The main threat could be the volatility of the Forex market, that is the sudden change
in the foreign exchange rates that may prove fatal for certain future contracts and the firm
could not be able to take advantage of future contract and have to rely heavily on spot rate.
Another threat that can be identified is the number of competitors in the logistics industry

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which is increasing with every passing day reducing the profit margin by a great extent. To
increase the profit margin, it has to develop a competitive edge in the logistic market by
enhancing the value delivered to its clients or building such infrastructure which are absent in
its competitors.
Objectives
Mission
The mission of John Good Shipping is simple and yet appears to be effective in
dominating the logistics market in the UK. Their mission is to prepare and develop a process
involving purchasing and management of logistics and shipping services which is absolutely
hassle-free for the customers, making it easy to handle and cost effective. This mission once
implemented, will ensure attracting potential clients and at the same time keeping the existing
clients loyal to them (Johngood.co.uk. 2020). John Goods plans to implement such mission
by providing personalized services to their customers thereby portraying it as a friendly and
efficient logistics company. They also integrated Innovative IT solutions in this mission to
enable their customers to keep their supply chains under their own control. This mission
along with its implementation strategies will ensure better market standing for John Good
Shipping.
Vision
John Good has a clear vision of improving future profits in achieving a sustainable
growth and providing better services and value to its customers. It is the market leader in the
logistics industry in the UK and at the same time spreading its business in international
markets along with providing new products and services to the existing as well as newer
clients and industry partners. This is how it is planning to improve its future profits and
achieve a sustainable growth. It have invested massive amounts in development of newer
products and services and implemented advanced shipping technologies enabling direct

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customer interaction thereby fulfilling its vision of delivering better value to its customers
(Johngood.co.uk. 2020). Apart from the primary vision, it also aims to keep the existing and
efficient workforce intact thereby reducing labor turnover and delivering better value to the
customers.
Corporate objectives
The corporate objectives for John Good Shipping are summarized below:
 Increasing the revenue as much as possible and beating its all-time record.
 Reducing the “Cost of goods sold”.
 Enhancing the stagnant “Gross Profit Margin”.
 Achieving growth by enhancing “Net Income”.
 Raising the “Return on Capital employed” to the standard industry benchmark.
Marketing objectives
Marketing objectives refers to the strategies adopted by any business for fulfilling its
long-term goals (Paley 2017). In other words, it the strategies adopted by the business in
fulfilling its corporate objectives. The Corporate objectives identified above, can be achieved
by formulating a proper marketing strategy. The main marketing strategies are identified
below:
Firstly, in order to raise revenue for the business, sales have to be maximized. More
Sales revenue can be generated if the company has a brand image in the minds of the existing
customers as well as in the minds of the potential industrial partners. Proper arrangement has
to be made to promote the different products both online as well as offline. The sales volume
can be considerably increased through promotion. Secondly, the Gross profit margin can be
enhanced if the revenue can be increased or cost of goods sold can be decreased. The cost of

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goods sold can be decreased by reducing the transportation cost and other handling costs.
Thirdly, the Net Profit can be increased if all the expenses can be kept low as far as possible.
Finally, Return on Capital employed has been good bearing 30.31% but it has to be kept align
with the industry standard of 35% so that it maintains a good volume of profitability.
Strategic decisions
Models
Strategic decisions are long-term decisions taken by the top-level management. The
decisions taken affects the company in the long-run so a careful analysis of the situations are
done before taking any such decision because it involves huge outlay of funds and affects or
yields results in long-run when nothing can be rectified or changed (Haider et al. 2017). The
four main strategic decision making models are illustrated below:
Rational model
Under rational method, decision is taken in the availability of complete information.
Under this method, the decision maker, starts from the very basic that is, starting with
recognizing the objective, making many alternatives and finally choosing the best alternative.
Incremental model
Under, Incremental model, a complex strategic decision is converted into numerous
smaller decisions, thereby helping the decision makers in taking an effective strategic
decisions (Medarac 2014).
Boundedly- rational model
This model is applicable where the decision makers have to take certain strategic
decisions without the availability of all the information. Here many top-level staff
collectively take the strategic decisions. Here if a single management staff does not possess

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all the expertise needed to take an efficient and effective strategic decision. The other
management staffs can collectively take a strategic decisions.
Garbage can model
Under this method, the strategic decisions are taken through a very complex
interaction between the participants on the topics and thereby arriving at a complex
conclusion or solution (Brooksbank et al. 2015). Thus, it can be concluded that, this method
increases the complexity of the decisions and at the same time, the decisions are not of
optimal quality.
Options
The options relating to strategic decision making of a logistics company are of two
types-
Inbound- Inbound option deals with strategies to enhance the domestic transportation of the
goods. This can be achieved by giving more advertisement as well as better service to the
customers in the domestic market thereby solidifying the market standing (de Carvalho and
Campoma 2014).
Outbound- Outbound on the other hand, deals with the strategies to enhance international
sales. International presence can be enhanced by entering the foreign markets through
mergers or joint ventures with foreign firms and thereby fulfilling the outbound strategy
option.

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STP
STP stands for Segmentation, Targeting and Positioning. It can be identified as the
most widely used marketing model after SWOT. The increase in popularity of implementing
STP in marketing is relatively a newer development (DeSarbo, Blanchard and Atalay 2017).
This recent development took place with the shift from product oriented marketing approach
to customer oriented marketing approach. The STP model is illustrated below:
Segmentation
It means understanding and isolating the market which is to be segmented. There are
many variables for business market segmentation, the principal variables are demographics
that is, focusing industry, size of the client’s company, serving geographical area and many
more. It also depends on many more factors like operating variables, purchasing approaches
and many more. Here in this particular context, John Good Limited is a logistics company
and the segmentation can be done on the basis of demography that is, on the basis of type of
industry to be served. John Good Limited has identified seven major industries to serve
namely, Automotive, packaging, Food and drink, Retail, Furniture, Recyclables and E-
commerce which have the potential in increasing the operation and thereby profit of it.
Targeting
Targeting simply means choosing the best segment out of the available alternatives. In
other words, here the business chooses the best alternative that is most beneficial for the
company. In the present context, John Good Limited can identify Automotive, Retail and E-
commerce as the best alternatives (Aghazadeh 2015). In Automotive, there are bulk
transportation of automobiles thereby creating opportunities for increasing revenue

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considerably. On the other hand, in today’s world no customer wants to visit a store and buy
his daily or purchase any product and in contrary does virtual shopping. So, this particular
sectors of retail delivery as well as delivering E-commerce goods can be seen as a potential
generator of huge revenues in present and also in future.
Positioning
This is the ultimate stage where the business identifies the competitive advantages
possessed by it keeping it in the eyes of the customers and spreads it among the existing and
potential customers so that they considers it before thinking about any of its competitors
(Madhani 2017). In the present context, John Good Limited has developed many product
lines like “freight forwarding” services, shipping agency, storing and distribution and
sourcing of different products which made them market leader in the logistics and supply-
chain industry in which it operates and continued innovation and introduction of the new
product lines will solidify its future market standing.
Branding
Branding refers to a practice in marketing relating to developing and imparting a
name, symbol or image to a product to make such product distinct in the market (Franzen and
Moriarty 2015). Branding helps in better and effective selling of the product. Here John Good
Limited with all it features is a brand by itself and this is why it is the market leader in the
logistics industry of the UK and proper maintenance of this brand image will ensure better
profit margin in near future.

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Tactics
Marketing Mix
Marketing Mix signifies those tactics or set of actions which are used to promote its
brands in the market (Huang and Sarigöllü 2014). A typical marketing mix comprises of four
P’s namely, Price, Product, promotion and place. These are illustrated below:
Price
John Good Limited keeps the prices of the products and services reasonable.
Therefore it attracts and will continue to attract more customers making it the market leader
in the logistics market.
Product
John Good Limited offers a wide range of distinct products and services like shipping
agency services, storing and distribution services and many more, which are not provided by
its competitors, thereby helping it to attain a better market standing. Continued innovation in
new product lines would ensure maintenance of its market leader title.
Promotion
The best source of promotion is preaching through a satisfied customer and John
Good Limited has such pleased customers in plenty (Khan 2014). Apart from such valuable
customers, John Good continuously promotes it all the existing products and services through
advertisement Medias and also by improving, developing and researching out newer
technologies in the logistics and supply chain industry so it can strengthen its market
standing.

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Place
The last but not the least marketing mix is the place or area of operation (Londhe
2014). John Good Limited dominates the total domestic UK market along with spreading its
operations to countries like Mexico, Nigeria, Indonesia and India. So it can be said that the
area of operation is huge for John Good Limited and the opportunities to expand its business
in near future is also quite high which will improve its profit in near future as soon as it enters
these viable economies.
Tools to contingency planning
Contingency planning means identification of sudden changes in the market or other
disruptions in normal course of business and there by devising out plans to tackle such
situations (Nejad, Niroomand and Kuzgunkaya 2014). Thus Contingency planning means
preparing and implementing plans for the business if it faces any uncertain event in future.
There can be many tools for developing and implementing a contingency plan;
however, the most important and widely used tool to develop contingency plans is “Risk
analysis probability chart” (Camilleri 2018). Here in this tool, the “impacts of risk” is taken
in the X-axis and the probability of occurrence is taken in the Y-axis. This particular risk
analysis enables the organization to identify the risk scenarios, trigger points of such risk and
thereby helping it in formulating plans to minimize or eradicate such risks.
Marketing Budget
The marketing budget for an established company normally gets (10-12) % of its total
revenue (Pun and Heese 2015). The revenue of John Good Limited for the financial year
ended 2018 was £54.3 million. So the marketing budget could have a maximum budget of
£6.52 million. The marketing budget is as follows:

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Here in this marketing budget, the major expenses are the marketing research which is
conducted by John Good both domestically as well as internationally especially while
entering any new international market. Apart from market research, the recruitment of
marketing staff and the hardware used by them and used in other marketing activities
constitutes the major expenses. All these expenses are planned by John Good Shipping
keeping in mind the future increase in operation that will lead to enhancement of profit and
ensure better market standing.
Conclusion
John Good Shipping is a logistics company that has presence in a number of countries
and owing to its presence, it has to deal with a number of international factors like law and
statute, fluctuations in oil price, tariff, consumer behavior and many more. However it has got
some inherent strengths like long-term experience in freight movement which will allow to
capture the opportunities of extending its business in other countries. To overcome the
potential threats and extending its business operations this marketing plan has been developed
that encompasses its long term mission, vision, corporate objectives, marketing objectives,
options, STP, marketing mix and marketing budget.

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