MAR002-2: Marketing Plan for Skechers Addressing Social Atomisation

This report presents a comprehensive marketing plan for Skechers, focusing on addressing social atomisation among teenagers. It begins with a contextual analysis, including SWOT and PEST analyses, evaluating internal strengths and weaknesses, and external political, economic, social, and technol...Read More

MARKETING PLANNING
MAR002-2

TABLE OF CONTENTS
CONTEXTUAL ANALYSIS..........................................................................................................3
SWOT Analysis...........................................................................................................................3
PEST Analysis.............................................................................................................................3
MAKETING PLAN.........................................................................................................................4
Objectives....................................................................................................................................4
STP..............................................................................................................................................4
Marketing Mix.............................................................................................................................5
Budget..........................................................................................................................................6
ISSUES............................................................................................................................................7
REFERENCES................................................................................................................................8

CONTEXTUAL ANALYSIS
SWOT Analysis
The SWOT analysis for the plan for social atomisation can be done in following manner:
Strengths
The implementation of a plan will present a
stronger image of Skechers in particular where
working on issues like social atomisation
amongst the teenagers can help in gaining the
support and positive feedback of the younger
generation. This will mainly help in increasing
the opportunities due to strengthened position
of the company and the increased support.
Weaknesses
The major weakness of this plan for social
atomisation is that it is not a widely supported
or encouraged concept and people shy away
from being involved in the process of its
removal directly (Lombardozzi and Pitts,
2019). This acts as a major weakness for the
company as it can create a negative situation
and rather than being supported, company can
be discouraged.
Opportunities
The major opportunities that this plan to
address the issue of social atomisation presents
to Skechers is the strong positioning in the
targeted group i.e. teenagers (Herzog, 2016).
Skechers can draw huge opportunities and
benefits and this can boost the presence of their
entire organisation collectively.
Threats
The major threats that arise for Skechers is that
despite the increased level of planning,
targeting and implementation, it is possible that
they are not able to successfully target or
attract a larger number of teenagers. This can
be a major loss making situation for the
organisation where despite utilising so much
resources, the company in unable to take full
advantage of it.
PEST Analysis
The Pest analysis will help in the analysis of the external factors that relate to the overall
positioning and working. In relation to the plan that has been designed to address the issue of
social atomisation, the external analysis can be done in following context:
Political Factors: The political environment of UK is stable enough and after Brexit, the
tendency to support and increase the flexibility of new business ideas has increased (Baarman,
2019). The implementation of different marketing activities so that the tendency to isolate can be
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reduced amongst the teenagers is a key aspect in the growth of the entire country and hence the
government support is in favour with the concept or idea.
Economical Factors: The economy of UK is stable enough where despite the brunt from the
lockdown, the current GDP, inflation, interest rates etc. are functioning at a measured pace and
level. This will ensure that the targeted population is able to afford and engage in the different
activities that have been planned in order to remove the social atomisation amongst the teenagers
mainly.
Social Factors: The community does not encourage the atomisation amongst the teenager
specifically and hence they will tend to cooperate and be satisfied with the marketing plan of
Skechers but the hesitation to some forward wherever the term medical assistance or help arises,
often make people choose to remain silent or untreated as this is associated with the talent and
capabilities of the teenagers (Füzér, 2016). Therefore this aspect might prove to be unfavourable
for the Skechers.
Technological Factors: The technological growth and advanced integration in the UK regarding
the different techniques that can be adopted to reduce social atomisation amongst the teenagers
has been much more advanced and developed. The Skechers can take advantage of this to reduce
the overall atomisation and loneliness in a more effective and resultant manner and context.
MAKETING PLAN
Objectives
 There is going to be a market share increase of Skechers by 35% by the end of 2025.
 It is going to make the organization have a better strategy and objectives for the
organization by the end of 2025.
 By the end of 2023 there is going to an increase in the profit margins of Skechers by
20%.
 The sales will increase by 45% by the end of 2025.
STP
This is a very effective and efficient strategy which is used by businesses in the market to
be able to have the right measures and planning for themselves in the future as well. The future
report discusses the segmentation, targeting and positioning of Skechers in the market in order to
be able to operate effectively in this competitive market.
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 Segmentation
The organization will have to classify the customers on the bases of their needs and
expectations from the organization. There are a lot of women fitness customers who are
purchases the products of this business a lot which is why the organization will have to plan
around that area so that they can gain their loyalty which would help the organization be able to
gain the profitability which they expected.
 Targeting
There is going to be a segment on which the organization must target on for which they need
to promote and find the right measures to be able to attract more customers. The age group,
gender, culture, etc all are going to be analysed and then accordingly Skechers will decide the
target for themselves (Camilleri, 2018). The age group which Skechers is targeting are between
30 to 50 years old women because they look for comfort in the sports wear that they purchase
and Skechers are focusing on that factor the most.
 Positioning
It is according to the target the organization will decide their positioning of the products
accordingly which is going to help the organization to make the right sales in the market. The
competition in the market is increasing which is why it is very essential for the businesses to
analyse the market to take the right measures accordingly. Women of the target of Skechers are
attracted to social media and online sites therefore Skechers will have to invest in that
positioning of the product so that the organization can get in the right profitability.
Marketing Mix
For services and products there has to be a good planning which is required for the
businesses and marketing mix framework is very effective to understand factors. Skechers could
use this framework to analyse and then plan accordingly for the future.
 Price
Skechers is for the customers who are having an average income and for customers who are
looking for comfort in their sportswear (Li, Lai and Lin, 2017). The organization will have to
price their products effectively so that they can get the customers to purchase them and also have
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to make them aware of the products information in detail so that the customers do not think twice
before acquiring any product of Skechers.
 Place
There are a lot of stores which Skechers have started in the market so that the customers can
find it easier to approach and also gone online. Online is one of the best decisions which the
organization has taken since they are able to communicate with their customer base effectively
and helps to create a better brand image in the market. In this competitive market it is very
essential for the organization to be able to make an impact on the customers therefore the
company has taken these measures.
 Promotions
There are already a lot of investment which Skechers has done on advertisements on
televisions and social media which is having a major impact on the customers. The organization
will have to keep promoting themselves on the social media but also have to get in special offers
and discounts for them as well (Mokhtariani, Sebt and Davoudpour, 2017). Customers get easily
attracted to stores which are providing them with sales therefore this is a great method which can
be used by the business to increase their sales again in the market.
 Products
The products are designed and produced according to the customers so that they can get loyal
to the organization. The shoes are very light for running and have a good grip so that the
customers are satisfied and the sportswears are of good quality so that the customers can have a
good impression of the organization and they would like to purchase again and again.
Budget
Particulars Amount
Direct Materials £700.00
Labour £500.00
Production £1,000.00
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Marketing and advertising £400.00
Other costs £600.00
Total £3,200.00
There are a lot of factors which Skechers will have to improve upon so that they can
increase the loyalty and attract the right customers in the market. The competition in the market
is increasing but the social factor is making a huge impact as well. The social media and online
gaming has made the purchases of the products of Skechers reduce over the years and in the time
to come the technology is getting even more advanced therefore it is very essential for the
company to be able to maintain that factor. The organization will have to get in the right
investment in the organization so that they will be able to balance the customers and their loyalty
in the organization which is going to be very effective for a long run.
ISSUES
The issues that mainly arise in the implementation of this plan is that the targeted population
group i.e. teenagers might not be really ready to seek the plan that Skechers has for them.
Additionally the implementation of the plan at a wider scale will take time where people will
eventually start associating with the company rather than association right away.
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REFERENCES
Books and Journals
Baarman, N.J., 2019. Market Analysis-Based Marketing and Sales Strategy: A case study of
AddSecure Smart Rescue.
Camilleri, M.A., 2018. Strategic planning and the marketing effectiveness audit. In Travel
marketing, tourism economics and the airline product (pp. 117-135). Springer, Cham.
Füzér, K., 2016. The social theory of trust and the sociological theory of social
capital. BELVEDERE.
Herzog, B., 2016. Discourse analysis as social critique: discursive and non-discursive realities
in critical social research. Springer.
Li, Y.M., Lai, C.Y. and Lin, L.F., 2017. A diffusion planning mechanism for social
marketing. Information & Management. 54(5). pp.638-650.
Lombardozzi, L. and Pitts, F.H., 2019. Social form, social reproduction and social policy: Basic
income, basic services, basic infrastructure. Capital & Class, p.0309816819873323.
Mokhtariani, M., Sebt, M.H. and Davoudpour, H., 2017. Construction marketing: Developing a
reference framework. Advances in Civil Engineering. 2017.
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