A Comprehensive Report on Marketing Planning for Tommy Hilfiger

This report provides a comprehensive analysis of Tommy Hilfiger's marketing planning, examining the evolution of marketing tactics and the brand's capabilities for future activities. The report begins by discussing the shift from traditional to modern marketing approaches, emphasizing customer-centric strategies and the importance of adapting to the internal and external environment. It then assesses Tommy Hilfiger's capabilities, including human resources, physical outlets, and financial strength, highlighting the need for staff training and effective operational management. Internal and external audits, including SWOT and Porter's Five Forces analyses, are used to identify factors affecting marketing planning. The report also explores the relationship between corporate and marketing strategies, the development of business plans, and the implementation of effective pricing and distribution strategies. Ethical considerations and potential issues, such as discrimination, are also addressed, emphasizing the importance of ethical practices. The report concludes with recommendations for improving Tommy Hilfiger's marketing strategies to enhance its market share and brand loyalty.

MARKETING
PLANNING

Introduction
Market is very crucial to survive in this complex competitive corporate environment it si
very necessary to have effective marketing planning. It includes specific activities through which
a produce can reach till mass audience (Marjanova Jovanov, Temjanovski and Fotov, 2014). It is
related to business plan and communicates the nature of intended business and its ultimate goal.
Present report is based on Tommy Hilfiger, it is a British fashion brand which provides trendy
apparels for youngsters. Current assignment will discuss the changing approach to marketing
planning and capabilities of Tommy Hilfiger for future activities. It will focus on main barriers
of marketing planning. Marketing plan for the product of the cited firm will be formulated in this
study.
TASK 1
1.1
Marketing planning is the wide concept, over the years marketing tactics have been
changed to great extent. Effective Planning supports Tommy Hilfiger in accomplishing its
objective of promoting the products and services. Earlier cited firm was using the traditional
methods and it is performed by corporate level. Now there is specific marketing department
which make connection with clients (Yao, Zou and Pan, 2013). Traditional methods were
company oriented but now in modern era Tommy Hilfiger focuses much more on consumers and
produces customer centric fashionable apparels. Modern approaches supports the firm in
satisfying the mass audience and to make them loyal towards the brand. Modern marketing
approaches assist Tommy Hilfiger to identify the internal and external environment. These
macro micro elements have direct impact on entities. So to enhance the market share and to
promote brand name it is essential to adopt modern approaches (Wilson and Gilligan, 2012.).
Traditional marketing tactics were not that much efficient as they were inappropriate in
gaining the trust of consumers. Whereas modern approaches emphases on customer satisfaction
so that large number of units can be sold out. Tommy Hilfiger focuses on providingadditional
after sales service so that needs of service users can be fulfiled. Cited firm has included
marketing audit in its existing marketing plan it gives optimistic outcome to organization
(Subhan, Brooksbank and Rader, 2015). Other components of modern approaches have been
added in its plan such as service delivery it supports the firm to sustain longer period.

1.2
Tommy Hilfiger is working well, for future marketing activities it has sufficient
capabilities.Tommy Hilfiger has skilled human resource. It has huge number of physical outlets,
to handle operations of these stores cited firm is needed to hire capable employees those who can
perform well (Shin and Damon Aiken, 2012). Tommy Hilfiger needs to train its staff member
well so that they can serve better to customers. Company should focus on organizing
development programs and rewards system so that it can satisfy its workforce and can encourage
them to do well.
Business plan or objective of Tommy Hilfiger is to expand the organization globally. It
has many physical stores so it is required that it should focus on physical capabilities such as
quality maintenance (Osman and Hasoneh, 2013). It needs to concentrate more on service
delivery aspects so that it can gain attention of mass audience. It needs to manage its operations
effectively so that entity can satisfy its consumers.
Financial capability shows the worthiness of the organization (Nemkova, Souchon and
Micevski, 2015). For planning its future marketing activities it is essential to have proper
economic resources. It needs to give benefits to its stakeholders so that they can support the
Tommy Hilfiger. Strong financial background will assist in taking effective decisions related to
investment.
1.3& 1.4
Internal and external audit can support the firm toanalyses the factors which can affect the
marketing planning. For internal analyses SWOT analyses can be beneficial.
SWOT analysis (Internal)
Tommy Hilfiger has strong global presence it is its main strength (McDonald and Wilson,
2016). It has around 1000 retail stores in more than 90 countries. People are well aware
with the brand. Tommy Hilfiger uses support of popular celebrities to promote its
fashionable products.In addition to this Tommy Hilfiger advertisement strategies, tag
lines, visible stores are strength of the organization (Marjanova Jovanov, Temjanovski
and Fotov, 2014).
Its main weakness is competitor products, rivalry brand have similar products so brand
switching is very high. Products of Tommy Hilfiger are very expensive so it has limited
target consumers, it is another major weakness of the organization.

It innovation products, eco-friendly begs attract more end users (Dibb, Simões and
Wensley, 2014). Innovation is great opportunity for the brand.It has option to expand
brand and to adopt diversification strategy.Merger is another opportunity for the cited
firm. It can use big brand name by merging with it.
Economic slowdown, changing trends, increase competition are major threats for Tommy
Hilfiger.
External analysis (Porter’s five forces)
New entrance threat is high in Tommy Hilfiger. As in this fashion industry anyone can get
entered but is beneficial for Tommy Hilfiger because because cited firm can gain
competitive advantage (Dibb and Carrigan, 2013).
Customer’s power is also high because needs of hem can get changed any time and firm has to
modify its products according to the current demands.There is also risk of switching that if
consumer do not like the product then they may switch anytime.
Suppliers have low power, there many suppliers those who supply same quality raw
materials (Dalvi and Seifi, 2014).
Threats from substitutes are high as there are many rivalry brands those who market similar
products.Little changes in services can harm the image and it can divert themind of service
users.
Industry competition is high, there many key players those operate in same industry. It
creates competition but it is beneficial for the organization (Yao, Zou and Pan, 2013).
TASK 3
3.1
With the help of marketing and corporate strategies, business can make their
concentration on their development, pricing method and distribution faculties (Wilson and
Gilligan, 2012). In respect to this, it also determines relationship within Tommy Hilfiger. Thus,
following aspects can be taken for determine relationship within the organization:
Basis Corporate strategies Marketing strategies
Focus Corporate strategies of
Tommy Hilfiger mainly
Marketing strategies defines as
program that pertain selling of

focus on profits of
business ((Dalvi and
Seifi, 2014)
).
the products which assist to
raise profits of the business.
Assessment Corporate strategies measure
to the new aspects which
adoptive by the social group
for accomplish their goals.
Marketing strategies also
evaluate to the
inexpensive products
which can be used by
new aspects and
technology for better
growth of the company
(Dibb and Carrigan,
2013)
.
Target Corporate strategies target to
attain maximum objectives of
the concern.
Marketing strategies also
advised targets which aid to
win objectives of the
organization.
Contact This strategy has interaction
with the customers for
gratifying their
necessarily and
requirements from the
operations of company
(Dibb, Simões and
Wensley, 2014)
.
Marketing strategies also have
connection with customers
through enterprise can
accomplish extremum output
from their operations.

3.2
With the help of strategy planing, organization will easily develop their business plan in
which they make high profits within Tommy Hilfiger. In this aspect, corporate strategy
support to the business functions in which cited firm can make their targets in various part
of the nation (Marjanova Jovanov, Temjanovski and Fotov, 2014). In respect to this,
chosen organization can also grow their company in their future requirements. It gives
opportunities to enterprise, to diversify their business in new areas. In addition to this,
company can also make their plan to establish their business in Australia so that they can
provide Eco friendly in the marketplace. In this aspect, marketing strategies can be
develop by the company through they will able to determines their market share in
effective manner (McDonald and Wilson, 2016).
In the innovations of company plan, enterprise will make their transactions in effective
manner. It will make effective position of the organization in different part of the country. In the
marketing strategies Tommy Hilfiger can attract customers through their targeting strategies. It
will make loyalty towards the business operations. As results, company will easily make their
targets in various part of the nation (Nemkova, Souchon and Micevski, 2015)
3.3
Tommy Hilfiger consist their new product for generate high revenue within the new
marketplace. In this aspect, they will easily develop their operations according to customers’
requirements (O'Donnell, 2014). Hence, it will assist to make their transactions in the following
manner:
Experimentation: with the help of experimentation, company will make their products through
taking experience from the past events. In this aspect, they will develop their operations through
taking feedback from customers on the past event data. As results, Tommy Hilfiger can take
certain objectives through they will ascertain their task effectively (Subhan, Brooksbank and
Rader, 2015).
Observation: By consider observation, chosen company will make their transaction to taking
observation of market structure. In this aspect, Tommy Hilfiger can attract their customers to
adopt organization operations in systematic manner which help them to make effective planning
for business (Strauss, 2016).

 Test marketing: Some times company take test for their product to launching small
amount in the marketplace. In respect to this, cited firm easily determine their objectives
through take test for introducing their new product within the market.
3.4
In respect to considered effective pricing strategy, Tommy Hilfiger can make their
products and services on penetration pricing strategy (Shin and Damon Aiken, 2012.). In this
aspect, they can easily attract potential customers who have low income which play very
important role within the organization. In addition to this, company will easily make their
operations in new areas through achieve high profits. As results, they can generate high revenue
at the workplace.
In this strategy cited firm can maximise their products and services in new areas and
existing areas as well (Osman and Hasoneh, 2013). As results, they can reduce entry of new
business within the workplace so that they will achieve their objectives and goals.
In respect to consist distribution strategy, company can distribute their products in
effective manner. In Tommy Hilfiger it make path for deliver effective services for the products
and services. Hence, company will achieve their targets in the best manner (O'Donnell, 2014).
They sell their products and services through retailer and intermediaries. They can use indirect
distribution for making their results effective. In this step, company will deliver products and
services in effective channel. As results, products are delivers to customer in effective way.
3.5
In Tommy Hilfiger communication can be take place through various aspects. In this
context, they will use internet which help them to recognise their products and services in
effective manner to their customers (Nemkova, Souchon and Micevski, 2015). Mainly company
target to their customers for getting effective results. In this context, company can considered
their targets to attract various customers together. It is very important factor within the cited firm
through they can make their operations in effective manner (McDonald and Wilson, 2016).
Hence, company will deliver quality products and services to their customers.

TASK 4
4.1
Ethical things consist by low which regulate by the government to protect the business for
making positive outcomes within the organization. In respect to this, various law launch
by the government for taking positive results at the workplace (Marjanova Jovanov,
Temjanovski and Fotov, 2014). In respect to this, ethical issues take place within the firm
such as behaviour, attitude, services influence and marketing planning. In respect to
considered promotion within the cited firm, they have to remove issues from the
workplace so that company will achieve their targets easily. In this context, in Tommy
Hilfiger discrimination highly take place which can be create problem towards the
business operations. As results, it will reduce company profits due to problems within the
firm (Dibb, Simões and Wensley, 2014).
4.2
Tommy Hilfiger always makes priorities in the firm to operate new functions within the
organization. In respect to this, they can create positive results through responding
effective results so that they will easily develop market objectives for taking effective
results. According to description act cited firm clearly advertise their products for making
positive outcomes (Dibb and Carrigan, 2013). It will assist to create positive outcomes for
the organization operations.
4.3
To make quality products within the organization, Tommy Hilfiger delivers effective
services at the workplace so that they will make their objectives in systematic manner. In
Tommy Hilfiger rights of employees can be considered which create problems for the
company (Dalvi and Seifi, 2014). In this aspect, they need to demonstrate their objectives
which make successful planning for the organization operations so that company will
achieve their targets in systematic manner.
Conclusion
From the above report it can be concluded that marketing planning supports in
understanding the requirements of consumers and accordingly firm can produce products. It can
be stated that Tommy Hilfiger should focus on issues and need to make strategies which can help

in minimizing the critical areas. By SWOT and Porter’s five analyses Tommy Hilfiger can make
effective strategies it will support in gaining competitive advantage.

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