Comprehensive Report: Marketing Plan for Clayton Supermarket

This report provides a comprehensive analysis of the marketing plan for Clayton Supermarket, evaluating its current strategies and offering recommendations for improvement. The report begins by examining the changing perspectives in marketing, followed by an analysis of Clayton's capabilities using tools like SWOT and PESTEL. It delves into the company's marketing environment, including customers, competitors, and suppliers. The report then discusses the barriers to effective marketing planning and suggests ways to overcome them, such as market surveys and customer demand evaluations. Furthermore, it explores product modifications, new product development techniques, and the importance of marketing planning in strategic planning. The report also addresses ethical issues in marketing, such as advertising and product quality, and how Clayton Supermarket responds to these challenges. Finally, the report concludes by emphasizing the importance of effective marketing practices, including pricing, distribution, and communication, to maintain brand identity and customer satisfaction. The report references relevant marketing literature and provides a detailed overview of the company's marketing approach.

Marketing Principles

Introduction
 It is very important to design effective
marketing plan for achieving the objectives
of organisation.
 Clayton supermarket is taken into
consideration

AC 1.1 Changing perspective in
marketing planning
 For analysing the changing perspective
 SWOT
 PESTEL

Micro environment
 Customers
 Suppliers
 Employees
 Competitors
 Media

AC 1.2 Evaluation of Clayton's
capability
 Value chain includes all the set of activities
perform by the firm in systematic manner.
 Approximate 40000 customers from
Yorkshire are their who like to purchase
products from the company

AC 1.3 Techniques for
organisational auditing
 Porter's five power model
 PESTEL
 Stakeholder analysis

AC 1.4 Organisational audit
 Direct and indirect issues
 Negative impact on advertising preparation
 Overseas marketing process is different
from domestic. This affects the marketing
strategies of firm.

AC 2.1 Main barriers to marketing
planning
 Strategy confusion
 Separation of marketing functions
 Organisational barriers
 Customer expectations
 Competitor strategy and activity

AC 2.2 ways to overcome the
barriers
 Evaluation of customer demands
 Market surveys
 Low price of products
 Finding the root of problem

AC 3.1 Identification of product
modification through innovation for
new market
 Trends and fashions of present market
 Affordable prices
 Demands and expectations of the
customers
 Cultural and social life

AC 3.2 Importance of marketing
planning in strategic planning
 Cost effective strategies
 Helps in overcoming the barriers
 Information related to the present market
condition
 Customer changing requirements
 Selection of effective strategy

AC 3.3 Identification of new
techniques for new product
development
 Implementation of different policies
 Enterprise Resource Planning (ERP)
 System and Application Product (SAP)