Strategic Marketing Plan for BUNI Clothing's Business Objectives

This report provides a comprehensive marketing plan for BUNI Clothing's, a small-scale clothing business aiming for expansion. It explains the concept of marketing and its operations, highlighting different areas and roles within the organization. The report analyzes the marketing environment, both internal and external, and the significance of interrelationships between marketing and other functional units. It compares different organizational approaches to the marketing mix and reviews strategies for achieving business objectives. The plan includes key elements such as increasing brand awareness, profitability, market share, and launching a sustainable clothing line, supported by the 4Ps of marketing.

Marketing process
and planning

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Marketing is an important function of the business and the organisations. The term
marketing helps in selling the goods and services which ultimately leads to profit. Marketing is
important as it helps the customer to identify the needs and wants by delivering them the
appropriate goods and services according to their expectations (Stevens, and et.al., 2021). It is
the process of getting people engaged and interested towards the company's products and the
services as well. This report will be based on a small scale clothing business named as BUNI
Clothing’s which is looking for a business expansion, for which this report will include detailed
information about functions and dimensions of marketing along with a marketing and a media
plan.
MAIN BODY
P1 Explain the concept of marketing and marketing operations including the different areas and
role of marketing.
The term marketing refers to the process of providing the right goods and services to the
customers, so as to keep them engaged with the organisation or the business. Marketing is
basically an excellent approach for providing the exact goods and services at right place on time
along with the use of effective promotional techniques so s to lure the customer by increasing the
sale of their products. For being a successful organisation, Marketing is needed to maintain a
well-known position in the long run. The term marketing concept is basically referred to the use
of marketing Data to focus on the various needs and wants of the customers in order to make
them satisfy (Shuotie and Wanitwattanakosol, 2021). By developing various marketing strategies
and tactics it can become easier to provide the accurate goods and services which are demanded
by the customers. The Marketing concept is based on the right principle, which sets the goal for
achieving the customer's satisfaction on a great level. The first goal of the Marketing concept is
to identify the needs of buyers and categorising which products and services will satisfy them on
a greater level. The concept of marketing involves the focus on the needs of customers, so as to
make it easy for the organisation to distinguish between the competitor's offerings and the
products and services that are hold by them. It also integrates the organisational activities and
other functions including the production and promotion etc. The BUNI Clothing is a small scale
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business which is using appropriate marketing concepts for delivering customer's satisfaction.
The term Marketing operations are the activities and functions which has the full focus on
reducing the costs of the running business, maximising the efficiency of the costs of the products
in terms of logistics and other ongoing operations. There are several roles of the marketing
operations, the main role of these operations is to focus on the organisation's marketing
programmes, campaign planning and other annual strategic planning involved in the marketing
process and planning activities. The other responsibilities and roles of these operations can be
defined with the effective and efficient use of technologies, measuring of the performances,
reporting the data analytics etc. The operations of marketing are also referred to be responsible
for governing the different marketing processes (Senanu and Anning-Dorson, 2022).
P2 Explain how the marketing function relates to the wider organisational context.
The marketing functions are basically the activities and strategies opted and performed by
the different organisations in order to run the business effectively and efficiently. These
functions can get more complex and large in operations according to the size of organisation.
The functions which can relates to the wider organisational context are as follows.
 Operations management or production
The marketing department is also linked with the operations department as various activities
which are related with the research and development are planned so as to satisfy the current and
future needs of the customer. The various manufactured items and design specification are also
laid down by the customers. The marketing functions are related well with the management and
production areas so as to set the deadlines to stretch the capabilities of the production department
(Hua, 2020).
 Finance department
The marketing functions are also related and diversified to various department such as Finance,
so as to ensure that the various operations and functional activities are operating within the
financial capabilities.
 Human Resource Management
The Marketing department is closely related with the Human resource Management as it is
focused on providing the needs and wants to the customers as the HR department is related with
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the management of people and resources effectively and efficiently along with the management
of time.
M1 Analyse the role of marketing in the context of the marketing environment
The knowledge about the various environment of marketing helps the marketers of the
business to predict about the wants and needs of the customer. The deep analysis of the
marketing environment decreases the noise and hindrances between the marketers and the
customers. The environmental knowledge about the marketer and the consumer behaviour is
better when the deep understanding of the market is provided. Every business requires the
suitable environment to operate and establish for the general public. The different present and
future existence, profits, image and other positioning depends on the internal and external
environment of the organisation (Kang, Diao and Zanini, 2020). The term business environment
is considered as the most dynamic form of the business, so as to remain excellent in the long run,
the business needs to stay dynamic by adapting various changes and upgradations. The role of
marketing in terms of marketing environment is to make sure that the customers and the buyers
are quite able to buy the products that they want and also the producers are able to sell their
products as well in a free market. It also encourages that the stable financing is available to
conduct the production process.
M2 Analyse the significance of interrelationships between marketing and other functional units
of an organisation.
The interrelationship between the various functions of marketing and the other activities
of the organisation can be very well explained s the functions of the marketing are considered as
the part of a business which are necessary to perform. So as to initiate the marketing activities
the other parts and various departments are needed so as to promote the further activities within
the organisation (Lahtinen, Dietrich and Rundle-Thiele, 2020). The marketing includes the
current trends and future trends as well so the planning process is somewhere linked with the
effective strategies of marketing. Research and tactics are also relevant and interrelated with the
marketing environment as various research are taken to develop the product according to the
needs of customers and the tactics to perform the effective marketing is done accordingly. These
tactics involve various offers of limited period of time so as to boost the promotional activities
and criteria's for the marketing plans. Marketing is based on the dynamic nature of the consumers
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as well as the environment too as it keeps on changing. The dynamic nature of the marketing can
help the business to attain its organisational goals by keeping in mind about the tastes and
preferences of the customers to make sure that it is delivering the maximum satisfaction to the
customers.
D1 Critically analyse the external and internal environment in which the marketing function
operates.
Internal environment- It refers all those factors which is directly related to the organisation and
impact directly of its daily routine activities. These factors can be control by the company, it can
be divided into two-part strength and weakness which can impact negatively and positively. This
internal environment includes those factors which are controlee and directly affect the company
such as physical resources, financial resources, human resources and technology resources. Buni
clothing company also face internal environment problems in their company (Ndofirepi,
Farinloye and Mogaji, 2020).
External environment- It refers to those factors which affect the business activity in indirect
way and it cannot be controllable in nature, external environment provides the opportunity a
threat of the company such as government policies, climate changes and others. BUNI Clothing
Company try invest their money in research and development which helps to identify the threats
of the company.
P3 Compare the ways in which different organisations apply the marketing mix to the marketing
planning process to achieve business objectives.
Marketing mix elements form an important part of many company’s marketing planning
process as the various parts of the mix comprise of the majority of the functions which are
included in the marketing planning process. Elements of the mix such as product form the entire
basis of the firm’s marketing strategy as the success of the product in the market directly depends
upon the value it contains for the final consumer along with its diverse features. Other factors
such as price and location are also very important determiners of the planning function as the
way it which the product life cycle of any good behaves in the target market the way in which
the target market conceives the product depends upon its price point and the channels from
which it is made available to them is also a part of the plan to ensure successful product rollout.
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In context of BUNI clothing’s, the marketing plan will be made in close integration with the
marketing mix of the clothes.
M3 Review strategies and tactical approaches applied by organisations to demonstrate how
business objectives can be achieved successfully
If the BUNI clothing company wants to achieve their target effectively and efficiently, so
they need to make a proper strategies plan which helps the company expand their business. The
main objectives are set a goal and provide the directions of the specific camping which are listed
below: segmentation targeting and positioning, promotion their products, then monitoring them
that what they perform in the market. These strategies help the BUNI clothing company to target
the market falls into a various segment, which helps the company to identify the segment and use
those data to distribute the customer according to their taste and preferences (Azimi, Mahmoudi
and Esmaeili, 2018).
D2 Evaluate strategies and tactical approaches to the marketing mix in achieving overall
business objectives
Marketing mix strategies helps the BUNI clothing company to conduct the market
research to analysing the target market and their competitors. Along with id9initfy the
furthermore factors that affect the ability of the potential customers into the real customer of the
product and services. These strategies having a four Ps which are listed below:
Product- BUNI Company need to offer some goods and services to its target customer and
satisfied their needs and wants. BUNI clothing company need to be ensure that actually what the
products stand for.
Price- BUNI clothing company need to set the price of the product, that what the amount the
monetary value of the product.
Place- This marketing mix strategies refers to the location of the company, BUNI clothing
company need to identify that what the location they choose for sell the product and how the
delver the product for the customer.
Promotion- If the BUNI Company need to expand their business and increase demand their
products, so they need to promote their product by doing some promotional activities.
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P4 Develop a marketing plan that includes key elements of marketing planning for an
organisation to achieve marketing objectives.
The marketing plan for BUNI clothing’s will focus on the following objectives which
have been framed to help the small scale business expand into new market segments with its
sustainable and affordable clothes for all genders including child wear (Peter and Dalla Vecchia,
2021).
 Increasing the brand image and awareness about the company
 Increase profitability by 10% by the next year
 Increase the market share by 5% in the next two years
 Launch a new range of sustainable clothing built from recycled clothing material and
waste
This marketing plan will be supported with the help of the 4 elements of marketing mix
that have been mentioned herein.
 Product – The new sustainable clothing line of BUNI will help the company obtain a
pleasing and sustainable market image and make some helpful USP’s related to the
clothing line
 Place – The clothes will be primarily sold through the store shop but with a website to
supplement it with online orders
 Price – The price point will be kept quite low to obtain as many segment’s attention as
possible and to have something for everyone.
 Promotion – The company’s products will be advertised using a mix of television and
newspaper advertisements along with various sales promotion techniques
M4 Produce a detailed tactical marketing plan that integrates the extended marketing mix to
achieve marketing objectives.
If the BUNI clothing company need to achieve their objectives so they need to follow
some steps such as
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Identify the goal of the company- BUNI company firstly identify the goal of the company that
what they want to achieve or set their goal, then make a proper strategic plan to achieve their
goal.
Make a plan for action- BUNI clothing company need to make a proper strategic plan to
achieve their target.
Implement the plan and analysing- After making proper plan BUNI clothing company need to
implant the plan and analysing that how they perform in the market.
D3 Produce a strategic marketing plan for an organisation that measures achievement of
marketing objectives within key performance metrics.
BUNI clothing company need to make a proper media plan to promote their product, it is
the process to determine the product and how, when and what the audience a promoting the
message can be delivered. Along with they provide the information for the customer regarding
the new product launch. They can use the media platforms to promote their product such as
television, radio and others. BUNI clothing company wants to choose the relevant media channel
to advertising their products and services, then coordinate the channel mix, an using the social
media platform to provide information for the target customer and they need to setting the reach
and frequency of the goal (Gupta, 2019).
P5 Produce a media plan that includes recommendations and rationale for selected media
activities that meet budgetary requirements and objectives of a marketing campaign brief.
The marketing campaign that has been formulated above will be supplemented using a
media plan which will be aimed at helping the company identify channels of media to undertake
key promotional and marketing activities which fit inside the total budget of 10000$ which the
company has kept for these activities. This media plan has been developed herein in context of
BUNI clothing.
Choice of media Recommendations Rationale Budgetary
requirement
Timeline
Advertisement
on television
Should be in a
watched time slot
Will help spread
the company
3000 pounds 1 month
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name
Social media
marketing
Development of
an integrated
marketing
communications
campaign
Will help in
boosting brand
name and attract
customers
1000 pounds 2 weeks
Newspaper
promotion
Choosing a well-
read news outlet
Will help the
public know
about sales
promotion tactics
being offered
and the price
point
2000 pounds 1 week
YouTube
channel
The title and the
thumbnail should
be very catchy
To make the
company more
relevant in the
digital space
500 pounds 1 week
M5 Devise an integrated multimedia plan, selecting appropriate digital, offline and social media
channels for communication.
The channels which will be used as a part of this multimedia plan have to be thoroughly
integrated with clear differentiation in application and implementation of both offline and online
forms of media. As far as offline media channels are concerned, both television and newspaper
are quire traditional outlets but will be selected due to the wide reach they offer for BUNI
clothing. The same advertisement which will be ran on TV will be promoted through social
media marketing and YouTube video promotion to create a integrated package which will attract
many customers without being cost extensive for the small scale business.
D4 Provide a justified integrated multimedia plan based on quantitative and qualitative criteria.
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The integrated multimedia plan which the company will develop as a part of its
marketing communications campaign will center on both traditional and non-traditional forms of
media. In the qualitative context, letting the public know about the sustainable commitment and
the low process if the company will result in more popularity at ground level and television
advertisements will help build a stronger brand image. As far as quantitative aspects are
concerned, the plan is well within budget due to YouTube and social media marketing offsetting
the costs of TV and newspaper advertisements.
CONCLUSION
The above report went into detail regarding the complexity involved in developing an
intensive and highly efficient business plan for a small scale clothing business in the highly
competitive business environment of UK. The report included discussions on the vital role of
marketing in shaping the functions and operations of modern businesses along with the
descriptions and role of marketing mix elements in formation of a proper marketing plan. The
report also included a detailed and integrated multimedia plan for the business and it was
concluded that in order to become successful in the chosen market segment, firms must focus on
their marketing planning process and use of marketing mix elements.
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REFERENCES
Books and Journals
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Marketing.
Ndofirepi, E., Farinloye, T. and Mogaji, E., 2020. Marketing mix in a heterogenous higher
education market: A case of Africa. In Understanding the higher education market in Africa (pp.
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