Strategic Marketing Plan and Digital Research Journal: JW Anderson

This report presents an individual strategic marketing plan for JW Anderson, a British fashion brand, focusing on its potential expansion into Spain Ibiza. The report begins with an introduction outlining the objectives of the marketing plan, which includes a situation analysis of the brand, considering both micro and macro factors. A SWOT analysis identifies the brand's strengths, weaknesses, opportunities, and threats, while a PESTEL analysis examines the political, economic, social, technological, environmental, and legal factors influencing the business. The report then defines specific business objectives for the brand in Spain, considering market opportunities and cultural nuances. It outlines the marketing strategy and tactics, including target audience identification and the use of social networking, internet marketing, and paid media to attract customers. The report also provides sales forecasts, budget considerations, and predicted costs associated with the expansion. Finally, a reflection section summarizes the key learnings and conclusions drawn from the analysis, emphasizing the importance of a well-structured marketing plan for business success.

Individual Strategic
Marketing plan and
Individual Digital
Research Journal

INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
PART1.............................................................................................................................................1
Situation Analysis:..................................................................................................................1
Objectives...............................................................................................................................3
Strategy and Tactics...............................................................................................................4
Sales forecasts, budgets and predicted costs:.........................................................................5
PART2.............................................................................................................................................5
Reflection:..............................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
A strategic marketing plan reviews both short term and long term objectives which organisation
wants to achieve. This plan also takes into consideration current financial position of firm and
market trend which is prevailing in market segment (Chernev, 2020). With help of this plan
there is identification of company in market place. It outlines specific plan which enterprise
wants to achieve. Furthermore, it also provides broad framework which helps in conducting
future activities of organisation. The objective of this plan is to assess and review existing
circumstances of market and business which determines marketing strategies and objectives.
This report covers JW Anderson which is British fashion brand founded by Jonathan
Anderson headquartered in London, UK. This brand mainly deals in retail business which
includes men and women wear. In addition, objective of this report is to simulate fashion
marketing case which have to be create in other country such as Spain Ibiza. It also covers
situation analysis which includes availability of brand with micro and macro factor. Objectives,
tactics and strategy predictions, budgets and sales forecast are also included for expend this
brand in Spain Ibiza.
MAIN BODY
PART1
Situation Analysis:
Availability of Brand: JW Anderson have headquartered in London UK. This company mainly
deals in physical retail which sells accessories and clothing. This organisation is sell their
services and product at wide range to consumers from food to apparel.
Current state of market: As in terms of JW Anderson have its headquarter in London, mainly
company deals retail sector has now changing by unprecedented speed. But due to Brexit, there
is uncertainty which leads to slow growth spending in 2019 which leads to job lost of many
employees (Hollensen, 2019). As original trends in UK which is more importance having
sustainability and also disruptive impact of digitalisation.
SWOT and PESTEL analysis of organisation.
SWOT analysis: It is a technique of strategic planning which helps individual or organisation
for identifying strength, weaknesses, opportunities and threats which is related to competition of
business or project planning. In terms of JW Anderson Swot analysis is described below:
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STRENGTH WEAKNESSES
 As company design quality in their
brand by using raw material from UK
for manufacturing.
 There is a collaboration with Versace
and Topshop which creates brand
image.
 Company is winner of British Fashion
Awards with the help of good use of
social network helps in attracting
potential customers (Perreault, 2018).
 Currently this organisation is based on
UK.
 This store is no stand alone which
mainly target audience of niche market.
 Company only deals in clothing sector
and in these store range of products is
not wide enough.
OPPORTUNITIES THREATS
 Company have opportunity for launch
stand alone stores.
 Analyse new customer base by
innovation of more collections with
famous designers.
 With the help of promotional function
organisation must have expand its
market segment at international level.
 Due to fast growing fashion industry as
competition is also increase from new
young designers at local and
international level.
 There is also threats of policy and
currency for international trades.
 There is also various different religion
and culture which is prevailing in all
round management.
 With increase in cost of manufacturing
which leads to high level of threats as it
decreases customer loyalty.
PESTEL analysis of JW Anderson:
It is a framework which is used to monitor and analyse external environmental factors
which have direct impact on performance of organisation. PESTEL analysis of JW Anderson is
discuss below:
Political factors
 In terms of JW Anderson, there is
existing political system which
Economical factors
 In UK, there is currency strength which
which emerge future forecasts and
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indicates high rate in terms of
similarities among UK and China.
 In terms of JW Anderson, there is
increase in minimum wage which helps
in enhancing motivation among staff
members (Fursov, 2017).
 There is rise in tax which is due to
trading policies and future legislations.
growth in economy.
 There is high range of labour costs.
 There is also impact of globalisation
which leads to economic downturn.
Social factors
 In UK there is social mobility which
leads to increase in population health
and education system.
 In people of UK there is distinct
lifestyle choices and different attitudes
in individual towards change in social
culture.
Technological Factors
 Due to growth of broadband there is
increase in customers as they start
shopping from their desktop or mobile
phones.
 There is also advancement in
technology which helps to increase
brand image of company.
Environmental Factors
 In terms of JW Anderson, there is
sustainable environment which is
helpful in reduction of disasters.
 There is well build infrastructure which
increase cost of energy.
Legal Factors
 By consumer laws and rights there is
equal opportunities is given to all staff
members of organisation.
 There is standard of advertising which
displays product safety and product
labelling.
Objectives
Business objectives are define as measurable and specific results which company wants to hope
by maintaining growth of business (Migliore, Howard, and Gray, 2018). It act as a compass for
firm which dictates about organisation which allocates strengths, weaknesses and opportunities
which is available. There are many types of objectives such as operational, productivity &
performance, customer satisfaction, growth and so on.
Where is business wants to go?
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The brand should be in Spain Ibiza.
What are market opportunities for company?
When company wants to expand their business in Spain, as market situations of world as their
industrial sector which have been textile, electronics, workshops, food which also includes
automobile plants (Partal, 2017). When it is situation of expanding of business there is
opportunity for owner of JW Anderson as there are many market characteristics of Spain which
is describe as- there is similar culture as which includes same languages of Caribbean countries,
there is lower commercial demands which leads to low share of productivity & profit, there is
consumer spreads and in addition there is also good accepting of Caribbean exports.
Strategy and Tactics
Strategy is define as plan of action which is designed for attainment of long term goals and
aims of business. It refers to basic directional decisions which is for missions and purposes. In
addition it is a pattern of actions which helps for attaining actions which helps in high end of
strategy (de Vicuña Ancín, 2018). So it is a combination of plans, perspective and positions
which helps on building gap and means are bridged. In terms of JW Anderson, as it is small
retailing business use certain methods for implementing growth strategy. The techniques which
is used by company for expanding business which largely depends financial situations. There are
many types of growth strategies such as product expansion, market expansion, acquisition &
diversification. In context of respective company managers and leaders mainly uses market
penetration strategy. This strategy mainly defines as when company decide to expand their
business by using their existing products.
Tactics mainly defines actions taken by company for support the strategies. There are
many tactics which is used by company such as financial, operational, pricing, product and
operational strategies. In context of JW Anderson, tactics used by company for expanding
business in Spain is by using social networking, direct selling, internet marketing, paid media
marketing. This helps for attracting new customers which helps in increase in productivity and
profitability of company.
Target audience and what influence them: In terms of JW Anderson, managers and leaders
explores their idea for targeting people of all age groups (Armstrong and et. al., 2018). This idea
mainly involves gender blending, design clothes which suit on both women and men and also
create a concept which shares closet for company. As clothes are considered as futuristic
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sensibility and fusion of streetwise (Chaffey and Smith, 2017). People mainly influence by
developing strong brand image, leverage social media, implanting visual aids, quality of brand
must be good which attracts more customers. By making audience for attracting their brand in
significant manner.
Marketing actions in which brand is engaged. There are many market actions are taken by
company such as collection of data, creation of content, target audience which abandoned
shopping by online forms, welcoming programs for activation, emails for sales, customer
lifecycles these actions leads to create attraction of customers and also plans marketing actions
which helps for marketing services and products effectively.
Sales forecasts, budgets and predicted costs:
Sales forecasts: It is a process for estimating future revenues for predicting amount of services
or product a sales unit. It measures of how a market will respond to firm’s go to market efforts.
In terms of JW Anderson, when company wants to spend business in Spain, it need large amount
of money for create profitability in future time.
Budgets: This estimates organisations expenses and revenues over specific period of time which
derives business decisions which are important. With help of budgets companies understands
operating costs, track performance and operating costs. In terms of JW Anderson, budgets helps
company for keep performance of business on track.
Predicted costs: This is a phase or predicted job at time of completion. It is a based on
anticipated and prior sales increases in expenses. In this company have predicted cost of up to
estimation which helps firm for increase profitability (Sharp, 2017).
PART2
Reflection:
From above report it has been reflected from my point of view as when any business want to
expand their business in another country manager and leader have to analysis macro and micro
environment of company which is helpful for company for identify the impact on business
objectives. After SWOT and PESTEL analysis, superiors should have to identify what strategies
and tactics they have to use for attract potential customers which is helpful in increase in brand
image of company.
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CONCLUSION
It has been concluded from above report is as marketing plan for a company is leads to
success of business which is done by SWOT and PESTEL analysis which is helpful in
identifying impact on business objectives and goals. After this report also covers objectives
strategies and tactics which is used by JW Anderson for spreading their business in Spain. There
is also a reflection is considered which can help individual for analysing situations for attracting
potential customers for business which leads to increase in productivity and profitability for firm.
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REFERENCES
Books and Journals
Armstrong, G.M and et. al., 2018. Marketing: an introduction. Pearson UK.
Chaffey, D. and Smith, P.R., 2017. Digital marketing excellence: planning, optimizing and
integrating online marketing. Taylor & Francis.
Chernev, A., 2020. The marketing plan handbook. Cerebellum Press.
de Vicuña Ancín, J.M.S., 2018. El plan de marketing digital en la práctica. Esic editorial.
Fursov, V.A., 2017. Marketing planning in industrial enterprises in the context of import
substitution strategy.
Hanlon, A., 2019. Digital marketing: strategic planning & integration. SAGE Publications
Limited.
Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.
Migliore, R.H., Howard, N.C. and Gray, D.M., 2018. Contemporary marketing evolves. Journal
of Marketing Development and Competitiveness. 12(2).
Partal, S., 2017. UF1820-Marketing y plan de negocio de la microempresa. Editorial Elearning,
SL.
Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.
Sharp, B., 2017. Marketing: theory, evidence, practice. Oxford University Press,.
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