Social Media Marketing Plan for SME: Rowlinson Knitwear Analysis

This report details a social media marketing plan developed for Rowlinson Knitwear, a UK-based SME specializing in school and corporate wear. The plan begins with an introduction to the business and emphasizes the importance of social media marketing in today's competitive landscape. A marketing audit, including a SWOT and PEST analysis, is conducted to assess the company's internal and external environment. The report then outlines specific marketing objectives, focusing on increasing sales and establishing a strong brand presence. A key component is the identification of the target audience, which includes school children and the corporate sector, with recommendations for online marketing strategies. The report also explores various social media zones (community, publishing, commerce, and entertainment) and suggests experience strategies to enhance customer engagement. Finally, it provides an activation plan with timelines and proposes a budget for implementing the social media marketing initiatives. The conclusion reiterates the importance of entrepreneurial marketing and the value of social media in reaching target audiences and managing budgets.

Entrepreneurial
Marketing

Table of Contents
INTRODUCTION ..........................................................................................................................1
Social Media Marketing Plan ......................................................................................................1
Introduction to business..............................................................................................................1
Marketing Audit .........................................................................................................................1
State Objectives...........................................................................................................................2
Gather sight into target audience ................................................................................................3
Social media zone.......................................................................................................................3
Experience strategy ....................................................................................................................4
Establish activation plan ............................................................................................................5
Manage and measure budget .....................................................................................................5
CONCLUSION ...............................................................................................................................6
REFERNCES ..................................................................................................................................7
.........................................................................................................................................................7

INTRODUCTION
Social media is a powerful way for business of all sizes to reach prospects and customers.
In present scenario of competitive world, each and every individuals prefer trading their products
through several social media platforms like Facebook, twitter, Instagram , Pinterest etc. which
enable company to reach all possible customer in an effective and efficient manner (Cavusgil and
Knight, 2015). Along with this, social media marketing plan is a form of Internet marketing
which includes creating and sharing content on social media network in order to accomplish
marketing and branding goals. This report is based on Rowlinson Knitwear, which is one of the
leading small business in UK and it produce school wear and corporate wear to various school
kids. In this study, it covers developing a social media marketing plan for SME business as it
involves marketing audit, target audience, strategies and budget in order to accomplish
organisational goal in an effective manner.
Social Media Marketing Plan
Introduction to business
Social media is an integral element which provide huge opportunities or platform to
company in order to reach all potential audience as well as help them to increase volume of sales
in an impressive or productive manner. In regard of Rowlinson Knitwear, which is one of the
famous manufacturer company and its headquarter in UK. The company produces knitwear and
school wear for school students in a high quality and an affordable price. For this report, it
consider school wear segments for implementing social media marketing plan. However,
majority of the population prefer each and every service should be done with a span of time
which assist Rowlinson Knitwear to develop a social media marketing plan in order to gain
competitive advantage.
Marketing Audit
Marketing Audit is one of the most important factor for companies like Rowlinson
Knitwear because it is small in size when it is compared with other multinational organisation.
As they are trying to enter into social media they must know what are those internal and external
factors that can create issue for them (Franco and et. al., 2014).
SWOT is the analytical tool which tells the actual internal position of the company so
that company do get the opportunity to explore themselves in order to increase the overall profit

of organisation. SWOT analysis has been done on Rowlinson Knitwear to find the actual internal
position of the company so that they will get the opportunity to improve themselves in future.
Strength Weakness
Company do have the number of outlets in the
market although it is small in size. It is helping
them to earn healthy amount of profit.
They do not have automated machines due to
which their manufacturing department is
unable to deliver the services on time.
Opportunity Threats
As company wants to enhance their business
they do have the option to explore themselves
by entering into the social media market.
TESCO and M&S are among the two
companies which is the biggest threat for
company like Rowlinson Knitwear because
both companies do have strong market
position.
When it comes to external factors they can consider PEST which will help them to know
all those external factor due to which their marketing can be affected. Here, Rowlinson Knitwear
need to consider Political factor under which they need to check whether government policies of
UK is stable or not if it stable then they can easily take lots of benefit from it. In Economic factor
they are required to check various inflation rates, tax rates because sometime social media can be
expensive due to economic factor (Gruber-Muecke and Hofer, 2015). When it comes to Social
Factor, it is important for them that how they can target the audience because they are required to
produce their garment product as per the age group and they should know whom they are
required to target. Also, in Technological factor, it will be most important factor for them
because organisation wants to promote their business with the help of social media, then they are
required to use best technologies which can attract the customer easily.
State Objectives
It is regarded as an essential element for every business which leads them to accomplish
organisation pre determined goal in an innovative or creative style. Hence, organisational
objective refers to overall plan to achieve business mission or vision within time frame in an
effective and efficient manner. In context to Rowlinson Knitwear (school wear segment), it
contains an objective which enable them to attain high volume of sales is given below:

Business Objective: Rowlinson Knitwear business aim is to acquire a transparent and
flexible approach that helps them to attain high productivity and profitability ratio. Moreover, t
Marketing Objective:Its main focal point is to adapt best strategic decision in order to
increase the volume of sales and promote the products within 4 months of timer frame and attain
the best positioning within industry.
Social media Objective:The primary objective of Rowlinson Knitwear is to create long
lasting relationship between target audience and brand in order to attain survive within market
for longer duration of time.
However, by these objective Rowlinson Knitwear will be able to integrate influencer and
obtain maximisation of profit with an optimum utilisation of resources (Kajalo and Lindblom,
2015).
Gather sight into target audience
It is necessary for any of the organisation to know that how wants maximise there sale so
that they can sustain in market by enhancing their business. It is one of the most difficult task
for any of the company. In context of Rowlinson Knitwear, they are required to focus on internal
and external factor because that will help them the most. As, they are willing to sell garment
product they most know who they can target ( Whalen and Akaka, 2016). Firstly, they are
required to target school children who requires the uniform and even they can target the audience
who are engaged in corporate sector. The best possible solution for them is to do online market
because it is one of the finest method to do market. Social media easily helps to attract the
audience. Even while targeting the audience they should make clear about the price of the
clothes and uniform product because that will tell who can afford the product of Rowlinson
Knitwear. All this can be done with the help of digital marketing because that helps to enhance
the business.
Social media zone
It offers an easy way to build trust that leads to new business relationships as well as it
help company to enlarge their business operation and functional unit (Martin and Javalgi, 2016).
IN case of Rowlinson Knitwear, social media platform allow them to build brand awareness,
increase customer base and connects with current customers which enrich firm's growth and

proficiency. Some of the social media zone which Rowlinson Knitwear( school wear) adapts in
their business function are s follows:
Social Community: It describes channels of social media that focuses on relationships
and the common activities people participate with each others who share the same interest or
identification. However, Rowlinson Knitwear engage its customers or communities through
social networking sites (Facebook, Instagram, Pinterest), message boards, forums and wikis
which helps them to explore their network and build a better relationship with communities or
societies.
Social publishing: This zone aid in the dissemination of content to audience which
provide accurate information to customer and directly increases the productivity of firm. Thus,
Rowlinson Knitwear exchange their information to targeted audience through blogs, micro
sharing sites, media sharing, social bookmarking and news sites in order to attain high level of
profit margin ( Pérez‐Luño, Saparito and Gopalakrishnan, 2016).
Social Commerce: It assist social media to assist in the online buying and selling of
products or services. Along with this, it leverages social shopping behaviours when online
shoppers interact and collaborate during shopping experience. Therefore, Rowlinson Knitwear
collect customer experience through rating and reviews, deal sites, social store front etc. that
helps them to gain high level of productivity and profitability.
Social entertainment: This zone encompasses channels and vehicles that offer
opportunities for play and enjoyment. It includes social games and gaming sites, socially enabled
games, virtual world, alternate reality games and entertainment communities which allow
Rowlinson Knitwear to provide high level of satisfaction as well as improves the morale of
communities or societies in an effective way (Vega-Vázquez, Cossío-Silva and Revilla-
Camacho, 2016).
Experience strategy
Social media zone enable the company to examine or determine the actual market
condition and it helps them to take corrective course of action in an innovative and productive
style. Along with this, it allow them to build a effective networking and communication platform
which improves the overall brand image in an effective manner. With the help of social media
zone, Rowlinson Knitwear can build a better or healthy relationship with customers as well as

facilitates them to share their views or opinion that helps company to enhance their performance
as well as enrich brand loyalty among potential customers. Through, social media community
Rowlinson Knitwear can create brand awareness and gain the customer attention towards the
products which adds value to end users as well as improves brand image. Finally, social media
zone allow Rowlinson Knitwear to build a brand and increase brand visibility through building
relationship and communicating with potential customers.
Establish activation plan
Social media networking sites Activity Time scale
Facebook Targeted audience as per the
preference of age group
2 months
Instagram Updated product post on
regular interval
1 month
Pinterest Proper information of product
was given.
3 months
You tube Created or developed videos
related to product of a
company
2 months
Manage and measure budget
Budget is a plan which outlines an organisational financial an operational goals as well as
it helps business to allocate resources, evaluate performance and formulate plans. Therefore,
budget is considered as an essential part of a business plan when staring a new business. Along
with this, it is a guideline for future plan of action for Rowlinson Knitwear as well as helps them
to express their expenses in financial terms within a prescribed time limit (Real, Roldán and
Leal, 2014). However, the overall budget for implementing social media marketing plan for
Rowlinson Knitwear is approx £ 25 lakhs. This estimation cost involves marketing or promoting
product through several social media networking sites like Facebook, Instagram, you tube etc. in
order to gain competitive advantage in an innovative or creative way. Moreover, budget making

assist Rowlinson Knitwear to examine their external or internal forces and helps them to make
effective strategic decision in order to obtain maximisation of profit with a proper utilisation of
resources.
CONCLUSION
It can be concluded from the above file, entrepreneur marketing is one of the essential
things for the company who are trying to setup their business in a system manner. It is necessary
for any of the organisation to know their strength and weaknesses so that they can perform better
in marketplace. Social media is among one of the place through which marketing can be done in
modern and cheapest way where fix audience can be targeted easily. Organisation must know
that whom they wants to target for enhancing their business. Budget is required to prepared by
any of the organisation so that overall expenses can be reduced.

REFERNCES
Books and journals
Cavusgil, S.T . and Knight, G., 2015. The born global firm: An entrepreneurial and capabilities
perspective on early and rapid internationalization. Journal of International Business
Studies. 46(1). pp.3-16.
Franco, M and et. al., 2014. An exploratory study of entrepreneurial marketing in SMEs: The
role of the founder-entrepreneur. Journal of Small Business and Enterprise Development.
21(2). pp.265-283.
Gruber-Muecke, T. and Hofer, K. M., 2015. Market orientation, entrepreneurial orientation and
performance in emerging markets. International Journal of Emerging Markets. 10(3).
pp.560-571.
Kajalo, S. and Lindblom, A., 2015. Market orientation, entrepreneurial orientation and business
performance among small retailers. International Journal of Retail & Distribution
Management. 43(7). pp.580-596.
Martin, S. L. and Javalgi, R. R. G., 2016. Entrepreneurial orientation, marketing capabilities and
performance: the moderating role of competitive intensity on Latin American
International new ventures. Journal of Business Research. 69(6). pp.2040-2051.
Pérez‐Luño, A., Saparito, P. and Gopalakrishnan, S., 2016. Small and Medium‐Sized
Enterprise's Entrepreneurial versus Market Orientation and the Creation of Tacit
Knowledge. Journal of small business management. 54(1). pp.262-278.
Real, J. C., Roldán, J. L. and Leal, A., 2014. From entrepreneurial orientation and learning
orientation to business performance: analysing the mediating role of organizational
learning and the moderating effects of organizational size. British Journal of
Management. 25(2). pp.186-208.
Vega-Vázquez, M., Cossío-Silva, F. J. and Revilla-Camacho, M. Á., 2016. Entrepreneurial
orientation–hotel performance: Has market orientation anything to say?. Journal of
Business Research. 69(11). pp.5089-5094.
Whalen, P. S. and Akaka, M. A., 2016. A dynamic market conceptualization for entrepreneurial
marketing: the co-creation of opportunities. Journal of Strategic Marketing. 24(1). pp.61-
75.