Marketing Essentials Report: Top Shop's Marketing Strategies and Plan

This report provides a comprehensive analysis of Top Shop's marketing strategies. It begins with an introduction to the key roles and responsibilities of marketing within an organization, followed by an examination of Top Shop's marketing mix, comparing it to competitors like H&M. The report includes a SWOT and PESTLE analysis of Top Shop, evaluating its strengths, weaknesses, opportunities, threats, and the political, economic, social, technological, legal, and environmental factors influencing its business. Furthermore, the report outlines a marketing plan for the launch of a new product range of backpacks targeting the student sector, including market segmentation, targeting, and positioning strategies. The report also touches on marketing objectives, budgeting, and evaluation methods to ensure the success of the new product launch. The conclusion summarizes the key findings and implications of the analysis.

MARKETING ESSENTIALS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
P1 Explaining key role and responsibilities on basis of marketing function...............................1
P2 Role and responsibilities of marketing related to organizational context...............................2
P3 Comparison of methods to apply marketing mix for planning process to attain business
objectives.....................................................................................................................................2
P4 Market plan.............................................................................................................................4
Swot Analysis..............................................................................................................................4
Pestle Analysis.............................................................................................................................5
Segmenting, targeting and positioning........................................................................................6
Mission, Vision and values..........................................................................................................7
Marketing objectives....................................................................................................................7
Marketing program......................................................................................................................7
Marketing Budget........................................................................................................................9
Monitoring and Evaluation..........................................................................................................9
Marketing mix............................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing essential is a crucial part of business management as it helps the business in
creating awarenesses about its products and services. The assessment is based on analysis of
marketing manager of Top shop company which is multinational fashion retailer. The study will
outline element of marketing function and there it importance with other functional units of
organisation. Further, it will identify marketing mix of the business with regard to its competitors
which will help in developing knowledge over companies products and services and needs of
improvement. Thus, last section of study is based on marketing plan of new products of Top
shop company for managing growth in student sector.
P1 Explaining key role and responsibilities on basis of marketing function
The essential function of marketing as it involves packaging, presenting and researching
product and services to its consumers. If marketing campaigns are good then it will help in
increasing sales and better information about consumers related to business. Its major role and
responsibilities on basis of marketing function are stated below:
The market information is gathered and analysed as it is mandatory because it finds
requirements of consumers for undertaking various decisions with context of success of
marketing of products. It engages to make plans for raising sales and production and product's
promotion as it lays numerous action for attaining particular objectives. It engages about product
development and designing as it includes decision on basis of quality standards which is
applicable for designing or shaping any product, packing etc. for creating attractiveness about
target customers and better comparatively to competitor's product (Ulaga and Kohli, 2018).
The process of generating goods or standards which are predetermined for attaining
consistency and uniformity in products is replicated as standardization. It will assure buyers on
basis of price, quality and product's packaging. Further, branding is important function for
differentiating it to product of its competitors to build loyalty and promoting there product. The
key to success in marketing for customer satisfaction as it is very important to give various
customer support services such as after sales service, handling customer complaints,
procurement of credit services along with customer information as well. Henceforth, these
services will help in attaining, growing and keeping number of customers. There is requirement
of storage of enough goods for attaining demand in reference to multiple contingencies and to

ignore unnecessary delays in delivery. The wholesalers, retailers and manufacturers will
facilitate regular and products supply throughout year and country as well.
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P2 Role and responsibilities of marketing related to organizational context
The department of marketing will play crucial role for promoting mission and business of
Top shop. It would be directly serving as organization's face, coordinating and producing each
material as business representative. Its main responsibility is to meet its prospects, investors,
community and customers to create overreaching brand reputation of Top shop in positive aspect
and detailed manner it is stated below:
The brand could be defined and managed with explanation about its image and operations
of business. Thus, it will define experience with customers and partner with interaction related to
products of Top Shop. In this context, There will be conduct of campaign management about its
numerous marketing initiatives as it will determine products and services for laying special
emphasis on cycle of sales and generates communication and materials (Abou-Shouk, 2018). The
marketing department of Top shop will create materials with description and promotion of core
products along with services. The content will provide optimization of search engine as website
is considered as first place for getting information. Moreover, this department will be responsible
for updating web content which will ensure about quick with search for business types.
The Top shop's social media will be managed with marketing department and in this
context, accounts will be managed in efficient aspect and internal communication will be
produces as employees will be getting understanding about values, objectives and priorities.
Marketing is responsible for communication in employees via newsletter or through intranet. The
marketing will be highly responsible for managing and selecting agencies and vendor for
manufacturing materials related to clothing and accessories and to give appropriate support of
marketing. It might consider agencies, print vendors, web providers and PR agencies or
specialists etc. of Top shop.
P3 Comparison of methods to apply marketing mix for planning process to attain business
objectives
Marketing mix elements H&M Top Shop
Product Products are fashionable
according to needs of
customer. It is for both sex as
male and female and children
to people of 50 years old. The
Its product are fashionable as
per consumer suitability and
need and only for females. The
age category is to 15 to 25
years old and of high quality
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quality is acceptable along
with multiple variety and
affordable for middle class as
well.
with multiple variety of formal
casuals.
Price The customer needs are
attained with cheap and wide
variety. It is mid market priced
and reflection of cheap prices
are comfy but low quality
clothing (Ozuem, Limb and
Lancaster, 2018).
The customer needs are
accomplished with formal
casual variety and upper
market priced. The high price
shows comfortable but
clothing of high quality.
Place Street stores, outlets and malls,
with availability of different
branch. It is distributed
through Sweden along with
3000 stores worldwide. It has
online shopping in 9 different
countries.
Malls and factory outlet with
numerous branches as it is
distributed through UK with
2400 stores throughout world
in 31 different countries.
Promotion There are various discount
sales, celebrity advertisements
along with magazine columns
and banners.
It has limited sales,
advertisement through young
model. In the similar aspect, it
promotes through banners and
selected magazine columns.
Process It is store near malls, stores
and images and models are
their for preview about their
products and has presence in
online as well.
It is relevant to service
industry and services are
highly consumed online and
outlets as well.
People Employees are people who
work for this particular
The culture, employees,
management and customer
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business as with their absence
it will be difficult for
operation.
service.
Physical evidence It is image of service and
product given to consumers It
is click business which shows
that it operates through
internet and has numerous
outlets.
Interface with multiple
facilities along with consistent
layout and appearance through
each store. It has visual
merchandising layout for
following up (Schyvinck and
Willem, 2018).
P4 Market plan
The motive of market plan to outlining marketing activities which will conducted by
marketing manager of Top shop company for the launch of its exclusive range backpacks for
students. Manager of marketing team determined the growth of firm in student sector therefore
firm focused on launching its new product for which situation analysis play an important role in
setting goals and objectives. The firm owns over 500 shops across 58 countries and the financial
performance of company experiences robust growth continuously and has £933.63 m revenue in
2017
Swot Analysis
Strength The major strength of Topshop firm is easy acers to its outlets which
supports its brand visibility and customer approach. Further,
intercalative design and excellent online presence is another strength of
firm which helps the business in generating positive customer response
to its innovative products (Chang and Chen, 2017).
Weakness Limitation in sizes of products is the major weakness of Top shop
company which limits purchase of shoppers. Lack of television
advertising is another weakness which limits marketing plan of
company therefore with launch of exclusive range of leather backpacks
the marketing manager will be focusing on making use of television
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advertising in order to target shoppers who are not able on social
networking sites.
Opportunities The biggest opportunity for the Top shop fashion retailer is innovation
in accessories and personalised gift items. In accordance with this
marketing manager of company researched market and determined
growth in student sector for which bag is essential accessory for the
student group.
Threats Threat is the situation which limits growth of company which is majorly
from industry and dynamic business environment. As per market
research it is indicated that threat of Top Shop company is from
increasing competition from Zara, arks and Spencer, Primark and
H&M.
Pestle Analysis
Political Political factors are in stable therefore it is important for the company
to ensue compliance with governmental rules and regulation to
maintain stability in business environment (Felix, Rauschnabel and
Hinsch, 2017). As per national minimum wages company pays 7.20
per hour to employees who are above 25. Further, focus of firm is on
employing staff with transferable skills in order to manage
sustainability in dynamic business environment.
Economical The exchange rate of pound is decreased which made export expensive
and hindered revenue generation of Top shop company. In accordance
with economic condition the company conducted market research to
evaluate areas from which profits can be generate from where it is
evaluated that innovation of product for student sector will assist the
business in managing stability during changing economic conditions
like decrease in exchange rate, increase in wage rates.
Social Women are target segment of Top Shop fashion retailer but with
changing trends and from market research it is identified major growth
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lies in student sector and therefore it is important for the business to
focus on both genders equally. It is noticeable the high income group
people are potential purchaser of firm but to explore market and growth
the firm has planned to launch exclusive range of leather backpacks
from students sector as whole.
Technological Digital advancement has acquired attention of entire society where
social media is a key tool of society which is used by people for
different purposes. Top shop company make use of social networking
sites to create awareness and to target potential shoppers. However, in
the launch of new products for student sector major focus of marketing
manager will be on social media marketing as it own control over 95 %
of students.
Legal Compliance with national minimum wages, equality act, human rights
act and may other legislation which helps business sin managing stable
changes and performance.
Environmental Influence on environmental factors is a key concern of top shop
company as the business is focused on contribution to social and
environmental causes. In accordance with this launch focus of
marketing team will be on making minimum waste and optimum
utilisation of resources. The firm will not be using plastics as carry
bags. Personalise d handbags will be deigned for packaging of
backpacks.
Segmenting, targeting and positioning
Segmenting: This will be done on basis of demographic and behavioural factors (Mattera
and Baena, 2018). The focus of marketing manager will be segregating customer base on the
basis of buying preferences on the basis demographics. The segment of top shop firm will be
student sector which is evaluated on the basis of market research.
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Targeting: In this focus of marketing manager is on targeting segmented population on
the basis of there groups and needs which helps in boosting response of customers. It will be
done on dividing student population into different groups on the basis of demographics.
Positioning: In this buyers shopped will be placed according to their buying ability.
Mission, Vision and values
 The mission statement of Top shop company in delivering services across the globe
without compromising on trends and quality of products.
 The vision of firm is to increase its reach across international boundaries in order to
promote multinational fashion.
 The values of Topshop multinational retailer are focused on increasing customer services
by interacting with stakeholders regular to manage innovation in servcies.
Marketing objectives
 To increase student base of company by 5 %
 To increase financial performance of top shop firm by 6 %.
 To increase market share of fashion retailer by 4 %.
Marketing program
Tool of marketing Description Time duration
Online marketing In this marketing manager of
Top shop company will be
focusing on social media
marketing which is the best
way of approaching students
and determining individual
response to launch of
exclusive leather bags
2 months
Email In this the marketing team will
focus on creating personalize
content for emailing about
product to its potential buyers
(Pike, 2017). This approach is
1 month every alternative day
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effective for creating value for
products.
Promotional event In thing the designs and
quality of bags will be
disclosed on events which will
helps in creating awareness
and gaining trust of buyers.
This will organise at
universities, schools and
shopping malls.
3 times till 3 months
Television, Newspaper and
Magazine
Advertisement will be given
with the motive of creating
awareness among people who
are not on social media
platforms.
Regularly till 2 months
Marketing Budget
Activity Time span (months) Price in pound
Online marketing 2 60
Email 1 10
Promotional event 3 100
Television, Newspaper and
Magazine
2 25
Monitoring and Evaluation
 In this marketing manager will focus on evaluating standard and actual performance
which will assist in determining gap and needs of improvement measures (Felix,
Rauschnabel and Hinsch, 2017)
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 Marketing objectives will be analysed which will helps in outlining response of students
sector.
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