Marketing Planning Report: Analysis of Next plc's Strategies

This report provides a comprehensive analysis of the marketing plan for Next plc, a retail organization in the United Kingdom. It begins by reviewing the changing perspectives in marketing planning, including situational analysis, market-led strategies, and the elements of the marketing mix. The report then evaluates Next plc's capability for planning its future marketing activities, considering factors such as core competency, brand value, resources, corporate network, and product availability. Techniques for organizational auditing, including SWOT analysis, and for analyzing external factors, such as PESTLE analysis, are examined. The report further delves into the main barriers to marketing planning, potential solutions to overcome these barriers, and defines a marketing plan for a product or service. The importance of marketing planning in the strategic planning process is emphasized, along with techniques for new product development and recommendations for pricing, distribution, and communication strategies. Finally, the report addresses ethical issues influencing marketing planning, analyzes how organizations respond to these issues, and examines the impact of consumer ethics on marketing plans. This report is contributed by a student and available on Desklib, a platform providing AI-based study tools.

MARKETING PLANNING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Reviewing the changing perspective in marketing planning................................................1
1.2 Evaluating an organisation’s capability for planning its future marketing activity.............2
1.3 and 1.4 examine techniques for organisational auditing and for analysing external factors
that affect marketing planning....................................................................................................3
TASK 2............................................................................................................................................8
2.1 Explaining the main barriers to marketing planning.............................................................8
2.2 Explaining how organisation may overcome barriers to market planning...........................9
TASK 3..........................................................................................................................................10
3.1 Defining marketing plan for product or service.................................................................10
3.2 Defining why marketing planning is essential in the strategic planning process..............11
3.3 Examining techniques for new product development.........................................................12
3.4 Justifying recommendations for pricing policy, distribution and communication mix......13
3.5 Defining the how factors affecting the effective implementation of marketing plan for
corporation................................................................................................................................13
Task 4.............................................................................................................................................14
4.1 Explaining how ethical issues influence marketing planning ...........................................14
4.2 Analysing examples how organisations respond to ethical issues......................................15
4.3 Analysing the examples of consumer ethics and effect it has on marketing planning.......15
CONCLUSION..............................................................................................................................16
References......................................................................................................................................17

Illustration Index
Illustration 1: SWOT analysis..........................................................................................................5
Illustration 2: PESTLE analysis.......................................................................................................7
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Index of Tables
Table 1: Main barriers to marketing planning..............................................................................10
Table 2: Solutions to overcome issues of organization.................................................................11
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INTRODUCTION
A marketing plan is a comprehensive document which describes company's advertising
and marketing strategies for the future time. It explains business activities of organisation to
complete its marketing objectives within specific time frame. Effective planning is necessary for
management of corporation to increase chances of success in the present sector (Carrigan, 2013).
Next plc is a organisation which sell retail products to its consumers in the United Kingdom. The
present report describes about the changing perspective of marketing planning for enterprise. It
analyses the techniques of organisational auditing through internal and external factors. It
introduces the main barriers for marketing planning for Next plc. Further, it states marketing
plan for products as well as services of organisation. In addition to this, it justifies the
recommendations for pricing policy, distribution along with communication mix for corporation.
It states the how factors affect the implementation of marketing plan of corporation. It represents
the ethical issues which affect marketing planning of Next plc in the market. It evaluates the
examples of consumer ethics and its impact on the marketing plan.
TASK 1
1.1 Reviewing the changing perspective in marketing planning
Management of Next plc have changing perspectives which create impact on their
marketing planning at the workplace. Along with this, it aids the corporation to make effective
strategies for marketing plan by providing latest information and knowledge (Hollensen and
Opresnik, 2014). Some of them are described below in the points.
Situational analysis: Situational analysis contribute effectively for Next plc to review
changing perspectives. In this process, there are many tools such as Porter Five Forces, SWOT
as well as PESTEL analysis which aid to analyse various types of internal and external factors
for Next plc in the market. Mainly these tools help the firm to know about the stability and
strategies which are used by their rivals. They aid the Next plc to review changing perspectives
in the retail sector. In addition to this, they contribute effectively to develop effective marketing
plan at the workplace (Sarigöllü, 2012). Furthermore, with help of situation analysis, they help
the organization to gain competitive advantages from market by developing appropriate
marketing plan. Furthermore, this process contribute effectively for Next plc to achieve its goals
and objectives in the market.
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Market-led strategy: According to this approach, organisation try to identify out needs
and demands of the customers. This method aids the enterprise to develop products and services
for customers. For the execution of process, management of Next plc can conduct market
research, questionnaires and survey which can aid to analyse changing-perspectives of
marketing-planning in the market (Speed and Widing, 2015). Along with this, it aids the
organization to develop effective marketing plan in the market. Furthermore, it support the Next
plc to manage its operations and activities at the workplace.
Elements of marketing mix: Mainly marketing mix is categorised in place, product, price
as well as promotion which provide suitable guidance to develop marketing approaches. This
strategy aids to determine the changes which guides to manage its operation in the market.
Along with this, it helps the Next plc to offer effective facilities for the consumers by designing
effective strategies. Further, it aids the corporation to review the changing perspectives for
marketing plan in the market. It support firm to develop marketing plan on the basis of product,
place, promotion as well as price in retail sector. In addition to this, it also helps the Next plc to
run its business for long amount of time in the market (Sengupta and Slater, 2010). Further,
marketing mix elements support the corporation to take effective decisions which aid to update
changes in current marketing plan at the workplace.
1.2 Evaluating an organisation’s capability for planning its future marketing activity
To evaluate the capability for planning of its future marketing activity, Next plc can
consider many factors at the workplace.
Core competency: There are many core competencies of organization which help to
design future marketing activities in the market. Further, Next plc offer quality product clothes,
home products and footwear in the market. In addition to this, it can contribute effectively for
Next plc to fulfill the needs and requirements of service users which can support to achieve
competitive advantages in a appropriate manner (Coallier, 2012). So this capability can help the
organization to analyses corporate capability to plan future activities for marking plan which
helps to gain effective outcomes in the market. Generally, this process helps the Next plc to gain
goals and objectives in a appropriate manner.
Brand value: Generally brand value of Next plc is effective in limited in products like
clothes in the market. On the other side, There are many other competitors like TESCO which
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sell high quality of home furnishing and footwear products in the market. So this factor helps
organization to design future activities by explaining real condition in retail sector.
Resources and behavior: Management of Next plc have effective resources like
financial, technological as well as human resources to manage its operations at the workplace.
This strategy contribute effectively for organization to allocate roles and responsibilities to staff
members (Domegan, 2010). Further, it also helps the corporation to evaluate the organizational
capabilities for planning of future activities at the workplace. In addition to this, it support the
Next plc to develop effective marketing plan in a appropriate manner. Furthermore, Behavior of
organization is also effective towards employees and consumers. So this strategy aids the
corporation to improve its organizational capabilities which support to improve its marketing
activities in the retail sector.
Corporate network: Corporate network is one of the important which help the Next plc to
evaluate organizational capability for planning its future marketing activity. In addition to this,
corporate network of firm is effective in national and international market. This factor contribute
effectively for Next plc to develop marketing plan in a better way (Greenberg, 2010).
Furthermore, it helps the corporation to increase its efficiency and performance in the market.
Availability of product: It aids the corporation to evaluate corporate capability for
designing the marketing strategies in the market. Along with this, it can help the management of
Next plc to provide effective retail products and services to consumers in the market. So this
process aids the corporation to analyse perception of service users.
1.3 and 1.4 examine techniques for organisational auditing and for analysing external factors that
affect marketing planning.
There are many techniques to analyses organizational auditing and external factors which
affect the marketing planning. For this, organization can use SWOT analyses for corporate
auditing and PESTLE analysis for analyzing external factors in the market.
SWOT analysis
It is also considered as important tool for organization which helps to determine strength,
weaknesses, opportunities and threats at the workplace (Hatten, 2011). Furthermore, it can help
the enterprise to evaluate impact on its marketing plan at the workplace.
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Strengths
 Organisation has effective adaptability which contribute effectively to adopt new
activities and strategies in the market. In addition to this, It also helps the organisation to
increase its sales and market share.
 Next plc offers innovative services to its customers which provide appropriate
satisfaction in clothing products.
 Firm is expanded its business in national and international market in a appropriate
manner (Masterson and Pickton, 2010).
 Organization has effective number of store which aid to enhance its market growth and
share in the market.
 Management of corporation is good which contribute effectively to handle its business
activities due to talented candidates in retail sector.
Weaknesses
 Brand value of Next plc is not effective as comparison of competitors in the market.
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Illustration 1: SWOT analysis
(Source:Kerzner, 2013)

 Organisation has covered limited segments to sell its products which creates issues to
increases profit in the retail sector.
 Profit margin of Next plc is reduced due to higher competition among retail organisation
in the market (Noh, Runyan and Mosier, 2014).
 Organisation more gives more focus on premium range products which reduce its sales
by losing its interest in elite and middle class consumers.
Opportunities
 Next plc can enhance its consumer facilities by offering quality products and services to
consumer.
 Organisation can use total quality management and Continuous improvement techniques
to increase its quality level as compared with its competitors in the market.
 Enterprise can launch new products and services to increase its sales by covering food
and beverages and other products (Nwankwo and Gbadamosi, 2011).
 Next plc can use effective strategies like discount and new promotional approaches to
increase frequency of consumers at various stores.
Threats
 New competitive strategies of its competitors can be threat for Next plc in the retail
sector.
 Changes in government rules and regulations can create bad impact on performance and
efficiency of corporation.
 Economic Recession can produce adverse effect on supply and demand of retail products
which can reduce sales of Next plc (Pagla and Brennan, 2014).
PESTLE analysis
PESTLE analysis is tool which play important role for organisation to evaluate external
factor. In addition to this, it can help the Next plc to analyse effect on its marketing planning.
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Political factor: Political factors supports the organization in retail industry of United
Kingdom For example, political stability as well as reduced corruption levels contribute
effectively to set its business in the market. Further, it helps the organisation to make better
marketing plan at the workplace. On the contrary note, Taxes and tariffs create negative impact
on the organisational functions because they increases the expenditure of organisation in the
market (Shaw and Thomson, 2013). In addition to this, it creates complexities for management
of Next plc to develop marketing plan.
Economic factor: Economic factors also support the management of Next Plc to expand
its business in the market. For example, Current GDP, GNP as well as inflation rate contribute
effectively to increase its profit in the market. In addition to this, they provide reliability to
develop marketing plan in a appropriate manner. On the other hand, some times, exchange rates
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Illustration 2: PESTLE analysis
(Source:Shaw and Thomson, 2013)

create negative effect on the business of Next plc due to higher fluctuation in currency rates in
the market.
Social factor: this factor helps Next plc to manage its operations and activities which
support to increase its sales in the market. For example,income of people, lifestyle, needs and
requirement as well as trend of people support the organisation to develop effective marketing
plan. This strategy helps the Next plc to manage its marketing operations in the retail sector
(Singh and Gupta, 2013). On the other side, dynamic need and demands of consumer increases
expenses of organisation because enterprise has to conduct to find out change desire of service
users in the market.
Technological factor: This aspect helps the management of Next plc to manage its
internal marketing activities for developing marketing plan. For example, communication
facilities and efficiency of organisational production support the firm to manage various type of
internal activities like marketing, operational and financial at the workplace. On the other rate of
change affect organisational efficiency of Next plc which create issues to design effective
marketing plan in retail sector.
Legal factor: Legal factor creates positive and negative impact to develop appropriate
marketing plan for Next plc. For example, health safety as well as employment rules and
regulation increases the expenditure which create adverse impact marketing activities of
corporation in the market (Fullerton and Merz, 2012). On the other side, import and export
strategies play important role for management of Next plc to increase its business in the
international market. This strategy helps the organisation to develop marketing plan for better
business.
Environment factor: Environmental factor create positive impact for Next plc because
does not manufacture any kind of product which is harmful for corporation in the market. This
strategy provide effective reliability to make appropriate marketing plan at the workplace. For
example, management of Next plc also corporate social responsibilities (CSR) activities which
support to increase its business by creating effective front of consumers (Hammervoll, 2013).
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TASK 2
2.1 Explaining the main barriers to marketing planning
There are many barriers which affect the the marketing planing in the organization. In
addition to this, they create negative impact on efficiency and performance of Next plc in retail
sector. Some of them are described below in the points.
Table 1: Main barriers to marketing planning
Main Barriers Description
Lack of
knowledge and
skills:
It is important barrier which affect its performance for organization in the
retail sector. Generally, management of corporation have very less skilled
managers at the workplace. These reasons affect the marketing plan of Next
plc in the market. In addition to this, they affect other operation of business
activities which affect the productivity of corporation (Layton, 2011).
Lack of
systematic
approach:
Next plc does not use systematic methods and techniques for market
planning at the workplace. Along with this, goal and objectives of
organisation do not clear which produces issues for organisation to design
suitable marketing plan for conducting better business in retail sector.
Issues to prioritise
objectives:
Management of Next plc is unable to prioritise its goals and objectives due
to lack of time management, knowledge and information which creates
problems to make marketing plan at the workplace. Along with this, they
create issues to organize its business and activities (Ten issues in marketing
planning. 2015).
Hostile corporate
culture:
It is valuable for Next plc to identify the corporate culture of its competitors.
This reason create issues to prepare marketing plan at the workplace. In
addition to this, it creates issues to achieve competitive advantages for
corporation in the market. It also reduce sales of retail products and services
of corporation due to inappropriate strategies.
Inappropriate
rules and
regulations
It is also important factor for Next plc due to existence of inappropriate
rules and regulations. This factor create issue to generate conflict between
management and staff members at the workplace. In addition to this, it
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