Marketing Plan Analysis: Hilfiger's Strategies and Recommendations

This report provides a comprehensive analysis of Tommy Hilfiger's marketing plan. It begins with an introduction to marketing planning and its significance, followed by a detailed examination of recommended strategies for improving the marketing department. The report suggests using tools like PESTLE analysis and the Ansoff matrix, specifically focusing on market development as a key strategy. It highlights the importance of marketing planning for brand awareness and customer base development. The report also includes a marketing plan with a six-month time scale, a budget of approximately 11,69,000 GBP, and the human resources needed for implementation, particularly focusing on tapping into the Indian market. The conclusion emphasizes the importance of setting goals and using appropriate techniques for effective competition. The report references various journals and online sources to support its findings.

MARKETING
PLANNING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK ONE......................................................................................................................................3
D1 M1 Description of recommended strategies for improving marketing department...............3
D2 Importance of marketing planning in Hilfiger.......................................................................4
D3 Marketing plan including time scale, budgeting....................................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................6

INTRODUCTION
Marketing planning can be defined as a process of analyzing more than one potentially
interesting marketplace for determining how a business venture is able to compete in them. It can
be also defined as procedure of developing suitable market strategies which help an enterprise to
get a competitive advantage over the rival competitors who are working in the same industry
(Hollensen, 2015). The organization undertaken for the present study is Tommy Hilfiger which
is a multinational corporation who designs and manufactures high end apparels for different
classes of society namely men, women and children. They also have wide range of licensed
products which can be seen in the field of footwear, accessories, fragrance as well as home
furnishing.
TASK ONE
D1 M1 Description of recommended strategies for improving marketing department
Marketing strategies plays an important role for the business enterprise and thus it is
necessary for the Hilfiger to use best of the technique in order to improve their brand image in
competitive environment. Cited organization can conduct Pestle analysis in order to find the best
market for their successful operation. This will surely improve their operations and give effective
outcome. Scanning of environment plays an important role and thus it is important to meet the
set goals and objectives (Donnelly and et.al., 2012). Manager of cited firm can also set strategies
by implementing Ansoff matrix model. This model has four major elements and these are market
penetration, product development, market development and diversification. The best strategy for
the cited business enterprise will be market development. In this, the manager of Hilfiger has to
develop new market where they will be able to sale their existing products.
As per the case scenario, it is found that the mentioned organization has entered into most
of the Asian countries through the concept of licensing agreements. These agreements are done
and made between one party and the other. With this, cited company will be able to expand their
sale and will also be able to make an effective image in the eyes of the customers. This will boost
their revenue specifically and give them competitive advantage over the rival competitors who
are working in the same industry (Vrontis and et.al., 2014). The major advantage of this strategy

can be seen in form of growth as cited firm will be able to make a large and loyal base of the
customers. This will also improve their revenue and productivity. The major drawback of the
mentioned strategy can be seen in form of no prior response of consumers because they are
happy with the brand and pattern they are using. If the plan so develop goes in vain then the firm
has to bear losses effectively (Why Is a Marketing Plan Important for a New Business, 2016).
D2 Importance of marketing planning in Hilfiger
Moreover, it is found that it is necessary to have marketing planning from the marketing
manager of Hilfiger. If the same is not done then the awareness of brand will not be delivered to
the customers and without that firm will not be able to develop their customer base, further,
marketing planning can be seen as a future oriented exercise where lot of paper work is done by
the experts or business owner. Future strategies are developed on the basis of product
development, change design, profitability, revenue and sales promotion (Atuahene-Gima, 2010).
The importance of marketing strategies is always on dominating side where it helps in avoiding
the future uncertainties, assisting in management by objectives, coordinating and communicating
among different departments effectively. Apart from it, marketing planning also emphasize on
getting control and also assist consumers in getting full satisfaction.
D3 Marketing plan including time scale, budgeting
The marketing plan which is made for Hilfiger includes time scale, budget and human
resources required in order to meet the objectives. The time frame for developing a new market
is taken round and around 6 months where all the process will be completed. The base which
cited firm will be focusing is to tap the major market of India because the owner found that
people are very much brand conscious there in. thus, it is an effective move. Budget estimation is
around 11,69,000 GBP. With the establishment of new corporate houses and showroom, a large
number of skilled individuals will be required which will be multi talented and they should work
with best of their dedication to meet the venture goals and objectives (John and Martin, 2015).
CONCLUSION
From the above report, it is clearly evident that the marketing planning plays an
important role for each and every business enterprise and it is utmost necessary for firms to set
their goals in order to give stiff competition to the other rivals. This document will depict the

marketing plan which is best suitable for the enterprise and implementation of right techniques in
order to set their new market at new location.

REFERENCES
Journals and Books
Atuahene-Gima, K., 2010. Market orientation and innovation. Journal of business research.
35(2). pp. 93-103.
Donnelly, C. and et.al., 2012. Marketing planning and digital customer loyalty data in small
business. Marketing Intelligence & Planning. 30(5). pp. 515-534.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
John, G. and Martin, J., 2015. Effects of organizational structure of marketing planning on
credibility and utilization of plan output. Journal of Marketing Research, pp. 170-183.
Vrontis, D. and et.al., 2014. Strategic marketing planning for football clubs: a value–based
analysis. Journal for Global Business Advancement. 7(4). pp. 355-374.
Online
Why Is a Marketing Plan Important for a New Business? 2016. [Online]. Available through:
<http://www.nextavenue.org/why-marketing-plan-important-new-business/>. [Accessed on
12th December 2016].