Comprehensive Marketing Report: Arcadia Group's Strategies

This report provides a comprehensive analysis of the marketing management practices employed by the Arcadia Group, a multinational retailing company. It begins with an executive summary and introduction, outlining the objectives of understanding customer expectations and launching products aligned with customer needs. The main body of the report delves into key marketing concepts, including STP analysis (segmentation, targeting, and positioning), the marketing mix (product, price, place, and promotion), and relationship marketing strategies. The STP analysis explores market segmentation using demographic, geographic, psychographic, and behavioral factors. The marketing mix section examines the product life cycle, pricing strategies, distribution channels, and various promotional techniques such as social media, customer referral programs, and personal selling. The report concludes with recommendations for improving marketing strategies and a discussion of customer satisfaction and brand value, referencing the company's operations. The report aims to understand how Arcadia Group uses these techniques to enhance profitability and brand awareness.

Marketing Management

EXECUTIVE SUMMARY
The report summarizes that marketing management is a procedures to determine
designing and controlling their market and helps to make better decision. Manager play a vital
role in marketing because they identify and managing their promoting brand and services that a
firm sell. They help to attract more customer and increase their profits day by day. The aim of
this report is to understand a customer expectations and launch a products according to the
customer want and needs. For understanding this concept, selected organisation is Arcadia Group
defines that marketing managers enhance their profitability to sell their products and services.
They promoting their brand awareness to improve reputation of firm. In this report, various topic
are covered such as STP analysis, marketing mix and relationship marketing strategy.

Table of Contents
EXECUTIVE SUMMARY...............................................................................................................
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
1. STP Analysis............................................................................................................................1
2. Marketing Mix.........................................................................................................................2
3. Relationship Marketing Strategy ............................................................................................6
RECOMMENDATIONS.................................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing Management recognize goods and services are transferred from buyer to
seller and a procedure to forecast a marketing program to achieve their goals and objectives. In
an organisation, it help to create a brand value of any firm and improve their products and
services for satisfying their customer in an efficient manner (Chernev, 2018). The main aim of
marketing management is to create a build brand value and attract those customer who are
interested in their brand products. The purpose of marketing management is to generate revenue,
sales and brand value to achieve a firm goals and objectives. Mainly focus on customer
expectation and customer satisfaction and maximising their profits. For this report, selected
organisation is Arcadia Group was established 2002 and it is a multinational retailing company
in London. Number of employee of this firm are 13000. The assessment covers several topics
such as STP analysis (segmentation, targeting and positioning), marketing mix, relationship
marketing strategy and various recommendations to improve their marketing strategy.
MAIN BODY
1. STP Analysis
It is a procedures that defines marketing strategy through segmentation, targeting and
positioning. To study this strategy that identify products and services for a particular segment as
well as easily to communicate their customer for understand profit (Chernev, 2020). The
purpose of STP analysis is to focus for a particular product which can companies are enable to
understand and they trying to reach a better position for their success and especially growth of
enterprise. For Arcadia Group, it helps to identify their products and services for each customer
segments, communicate their targeted customers so they can easily identify opportunities
according their products. Manager use STP analysis because they help to position different
groups and target customers more efficiently and effectively. The role of this STP is to analysis
targeted right customers because it helps to engage more products and more marketing
campaigns at a high rate. In STP analysis, there are three types of strategies that are identified in
context of Arcadia group are as follows:
Market Segmentation: The term market segmentation defined as dividing their market
into some smaller segments based on potential growth and needs. In this, each and every
segments has common features related to marketing strategies. Several segments are used in this
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such as demographic, geographic, psychographic and behavioural. In demographic segments, it
consist that products or service buy a customer how they use their and how are willing to spend.
It incudes age, gender, size, family, occupation etc. Geographic segmentation means create a
different customer groups and it is easiest to identify their location. It include city, region, postal
code and many more. Behavioural segmentation depends on customer behaviour like how they
dressed up, their lifestyle, purchasing power and many more. Psycho-graphic segmentation focus
on a client perception, personalities and what kind of interests. Their hobbies, goals, their value
systems. Within Arcadia Group, firm used this segmentation because they learned about more
customers according to their customer wants and needs. It is helpful for marketers in term of
money, time to be more efficient and effectively manner.
Targeting: Once segmentation is completed, they target those customers who are
attractive with brand or product. They target a particular product according to their customer
needs and working on this designing of product, best promotions for a specific content. Firm
choose target market for a specific product and defined to reach a target audience. It is evaluated
potential and attractive personality of employees of each and every segment like size, money,
difference between existing customers, whether each segment is accessible or not and various
benefits are there. In case of Arcadia Group, it is helpful to develop marketing strategies and
communicate each and every customer as well. It will directly impact of firm resources, increase
growth and brand loyalty.
Positioning: The concept of positioning determine customer perception related to their
brand or product and identify unique position in market to product or services. Main purpose of
positioning is that everything is done in efficiently and effectively manner. It tells that why
customer acquire product and service, what type of product they want or need, technology of
organisation. With relation to Arcadia Group, it is helpful to identify where products or services
stands in terms of customer mind and creates a picture or identity about products. It determine
how products are differentiated to other competitors in terms of brand value.
2. Marketing Mix
It is a tool used by enterprise that determine to promote product or services and help to
understand how to plan for successful product in market. 4P's of marketing are product, price,
place and promotion (Chirumalla, Oghazi and Parida, 2018). It ensure that putting right product
at a right place and a right person. For Arcadia Group, firm used their marketing to promoting
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their brand and helpful to decide decision in market to make profitable enterprise. It determine to
develop their strength and weakness of customer, how to become more competitive market as
compare to other competitors and sometimes make a collaboration other market to improve their
profits in enterprise. Various factors are involved in marketing mix such a product, price, place
and promotion with context to Arcadia group are as mentioned below:
Product: It can be a tangible or intangible they can be seen or touched and It's a item that
a firm offered for sale for satisfy customer wants or needs. Each and every product are made for
customers that what was they react to their product and they made a changes in them. Within
Arcadia Group, firm need to identify whether are good or not and when product are mad what
was features of their product, what type of product that customer want, their size, brand, colour
and many more. For analysing stages of products, manager uses product life cycle model is a
length of product to inform for customer in market. Various stages are defined in PLC model in
context to Arcadia group are as follows:
(Source: Product Life Cycle Model, 2020)
 Introduction stage: In this stage, where product are launched for first time in market.
With relation to Arcadia Group, firm used this stage because they try to improve
awareness for product when there is no competition in market.
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Illustration 1: Product Life Cycle Model, 2020

 Growth stage: This stage represents customer accepted their product and want to
expand in market. In case of Arcadia Group, firm get more toward with more and more
capital if product are expanding in market.
 Maturity stage: Once introduction and growth stage are completed, maturity stage when
sales are rapidly increasing and costs are reduced and profitability are arises. For Arcadia
Group, in this stage firm can reduces their prices as compare to competitors prices so they
can stay at one place.
 Decline stage: It is a saturation point where market will start shrink and prices are
decreased, cost increase and sales become declines. In case of Arcadia Group, firm has
no longer profitable eventually production has also stop.
Price: Price is actual amount that a customer are expected to pay for particular product. It
influence directly on profits and it depends on product because if product are good then customer
can attract and easily to get price for this product (Tafesse, W. and Skallerud, K., 2017). Price
determine value of product, discounts offered for customers and price in terms of online
payments and offline payments also. With context to Arcadia Group, it determine profitability
and productivity in enterprise and marketers see customers willingness to purchase their product
then they decide prices according to customer want. Managers uses Market Penetration Strategy
to capture or gain market share with help of product prices. Once they gain market share then
will be raised prices of product. Another pricing strategies are used in Arcadia Group is
Competition Based Pricing to utilize their pricing data with set a price base on their own
products.
Place: It represents place or location where product should be placed and move from one
place to another place. Place also known as distribution channels or channel of medium. Profit
margin decide based on how they quickly transfer goods from one place to another (Baker, M. J.
and Saren, M. eds., 2016). In case of Arcadia Group, to identify where product are should be
placed, how can access a great location or distribution network and how product are access by
end user. Manager uses various distribution strategies are intensive, selective and exclusive
distribution. In Intensive distribution, products can be available as many outlets with maximum
sales. Another one is Selective Distribution strategies means choose multiple partners at various
places and in exclusive strategies means exclusive stores like branded store sell those products
which are in control.
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Promotion: The term promotion means to promote their brand in market and
communicate with customer related to benefits and features of product. It defines to attract target
audience from many ways like advertising, personal selling, public relations and sales
promotions (Cortez and Johnston, 2017). The aim of promotion decide is to build a brand
awareness, promoting a brand value in an efficiently manner and generate sales or increase brand
loyalty. With relation to Arcadia Group, generally they focus on marketing media how they
promote their product and how to attract customers for various promotional strategies. It helps to
influence customer and attract to choose a specific product as compare to other products. Various
promotional strategies that are applied in Arcadia Group are as under:
 Social Media Promotion: Managers used offer to firm products through websites,
Facebook, twitter, google and many more. Social media network are wide connect with
all around world to search for potential customers and view firm perspective.
 Customer Referral Incentive Program: It is a way to encourage and motivate
customers to give their referral code. Discounts, free products, some rewards and many
more.
 Point of Sale Promotion: Sometimes Firm can attract customers through offers or sale.
Display various product so that customers can enter stores they can see first this product.
 Mail Order Marketing: in this, customers are familiar with their products as they can
offer discounts which will be helpful to getting a personal information to old customers.
They represent target audience that they want to market with new products too.
 Contest: According to this strategy, they providing contests for promote their brand in
front of public rather than to promote a online campaign. People win their prizes and
bring attention to their product. These strategy people will also attract and influence to
take part of contest and win various prizes.
 Personal Selling: It means that face to face interaction between customer and employees
and sometimes door to door selling.
 After Sales Surveys: Salespeople make a survey to customers and assembling
information regrading product that are used in marketing. In surveys some questionnaire
are asked to customers and they give proper feedback like hoe client feel with purchasing
of product and what customer think about their product and service. So basically its all
about feedback related to customers.
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People: It refers to staff member in organisation who worked efficiently and effectively.
If they have right people in enterprise then firm can run their business in a proper manner. People
are those who make a products in an effectively manner, who bring their products for customers,
who provide various services for customers. They decide overall experience regarding customers
that what are their views on product and whether it is like a product or not. It include
salesperson, staff member in organisation, employees, public and many more. For Arcadia
Group, people used in firm because they are helpful to creating a product and improve their
profits with help of customers.
Process: The concept of process describe steps that are used to making a product and
delivers those products to customer (Deepak and Jeyakumar, 2019). There is a interaction
between customers and organisation that what type of product customer want then they design
their product according to their needs and create a flow of activities. With relation to Arcadia
Group, firm making good processes so that they can save time and money due to best efficiency,
build a brand reputation and customer loyalty.
Physical Evidence: It refers to what client sees their product and interact those
customers who are related to product. It includes physical environment, layout design, their
packaging and branding and recognize how customer dress up and how they act. The purpose of
physical evidence is to check their service or other things before they purchase their products to
measure customer satisfaction. Elements in this location, design, colour of product, size of
product, billing details and business card. In case of Arcadia Group, design and layout are most
important thing in organisation and should reflect what type of services are provided by
customer.
3. Relationship Marketing Strategy
The term relationship marketing created by Leonard Berry and it was founded by 1983.
Relationship marketing determines relationship between organisation and customers and make a
long term relation with success in enterprise (Gama, 2017). It is a strategy that designed
customer loyalty brand loyalty and make strong connections with customers. Thy can directly
communicate with customer related to their product and services. The goal or purpose of
relationship marketing is to create a strong relation, connections with customers and word of
mouth promotion. Moreover, customer judge company based on their first experience if products
are good then there is a expectation that the can purchase after first product and if customer cant
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satisfied with products then firm go down to loss. Elements of relationship marketing are to
identify database of present customers information regarding lifestyle, behaviour and
demographic situations. To deliver message at right person to a right place with great
communication systems. Interaction between suppliers and customers focus on a relationship
process for shifting purpose. The purpose of relationship marketing is customer retention to
integrate customers and suppliers to develop marketing activities. Some challenges in
relationship marketing are increase proper system and develop right organisation culture so that
customer are happy with their products. With context to Arcadia Group, firm uses this strategy
because there is a way to increase brand loyalty to improve good relations with customers in
lifetime. It is helpful to understand customer reaction like how customer react their product and
services and can meet new features and offers.
RECOMMENDATIONS
 STP analysis: It is recommended that managers helps to improve marketing strategies to
reach their target audience and improve their brand value (Gaul and Baier, 2019). In
geographic segmentation, they improve their marketing strategies is to provide a direction
where brand customers are located for specific preferences to a specific location. Target
helps to improve their strategies is to increase their network on various places, target
multiple audiences and improve their visual marketing. Positioning helps if they place a
particular product and helps to create a brand according to their target audience.
4p's of marketing mix:
 For Arcadia group, it is recommended that mangers uses product strategy is to analyse
proper product, to understand what kind of quality is and creating a product they need to
assure that product specifications, quality, features according to their customer
expectations.
 In pricing strategy, firm having a clear perception about pricing and decide what was
product range, what customer agree to buy their product on what pricing and set
expectations to improvement in pricing.
 It is recommended that managers determine firstly, they know their audience place then
they can transfer goods from one place to another (Goh, Nguyen and Law, 2017). Time
management is important because it it necessary that product can placed easily and in
proper time to customers.
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 Arcadia group can improve their marketing strategies for promoting their brand through
advertising, online websites, newspaper post and door to door selling their product.
Relationship marketing strategy:
 With Arcadia Group, managers uses relationship marketing strategy helps to improve
their marketing strategies with improve customer service. If they provide a good
customer service then customer are attract towards products and maintain a good
relationship with customers (Gursoy, 2018). It is easier to reach a customer through
email, social media, websites and many more.
 Marketers of Arcadia Group are recommended to create good communication to target
existing customer for improving their marketing strategies. The content that firm create
remember it is still useful for existing customer and also communicate existing customer
so that they can get more purchases.
 For purpose of Arcadia Group, managers recommended that implementing a loyalty
program a good relationship depend upon a loyalty with customer and organisations. It
provides incentives and rewards to customers for that customer are attract and less likely
to jump other competitor.
CONCLUSION
As per above information, it can be concluded that marketing management is concerned
and focusing market situations to achieve firm goals and objectives. It is a management that
designing, analysing and communicating those customers who are interested in brand value and
improve customer loyalty. In an organisation, it helps to sell their products or services and satisfy
customer according to their wants or needs. Marketing mix is an actions that firm used to
promote its brand. In organisation, marketing mix helps to arranging a various elements that
allows a firm to make a profitable enterprise at a best level. STP analysis is method that
determines firm products and services and communicate customer according to their benefit at
different level. Organisation used STP analysis to engage marketing campaigns and interact
customers related to creating a products at different segments. Relationship marketing strategy
that defines relation between employees and organisation. In an enterprise, it is helpful to
maintain and build a long term relationship and improve customer satisfactions and interactions.
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