Yorkshire Tea Strategic Marketing: Presentation on Campaign Analysis

This presentation provides a comprehensive strategic marketing analysis of Yorkshire Tea. It begins with an introduction and then delves into market analysis, including market size, competitor analysis using Porter's Five Forces, and macro and microeconomic factors. The presentation also includes customer and stakeholder analysis to understand the target audience and their preferences. The core of the presentation focuses on the campaign strategy for a new product launch, detailing the campaign's rationale, market opportunity, target audience, and general messaging. The strategic implementation section discusses the RACE model. A detailed marketing roll-out plan is presented using a Gantt chart. The presentation includes a budget and key performance indicators (KPIs) to measure the campaign's success. Finally, recommendations are offered to enhance the campaign's effectiveness, and the presentation concludes by summarizing the key findings and the importance of strategic marketing in differentiating a business from its competitors. References are also provided.

Strategic
Management

Presentation by United group
◦ Let’s have a proper brew

Table of Content
 Introduction
 Market Analysis
 Campaign strategy
 Marketing roll out plan:
 Budget
 Key Performance Indicators
(KPIs)/Metrics
 Recommendation
 Conclusion
 References

Introduction
Strategic marketing refers to procedure of activity of planning, development
as well as implementation of strategies related to marketing for the purpose of
obtaining competitive edge in market. Basis of this presentation is evaluation
of strategic marketing of Yorkshire Tea. Firm is founded in the year 1977 and
its owner is Bettys & Taylors Group. It is headquartered in England and is
popular as traditional black tea brand.

Market analysis
Market size: It refers to number of people in
certain segment of market which can be termed as
potential buyers of company. In other words,
market share can be described as market percentage
which is accounted for specific business. Yorkshire
Tea is British multinational organization of black
tea blend which is among few remaining family tea
as well as merchant in country.

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Competitor analysis: It is technique of strategic management as it assesses
strengths as well as weaknesses of competitors (Edirisinghe, 2017). Porter’s five forces
is a framework that is applied for analysing competitors in context to Yorkshire Tea.
Competitive rivalry
Threat of new entry
Bargaining power of suppliers
Bargaining power of customers
Threat of substitutes

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Macro and micro economic forces: Assessment of micro and macro forces is vital for
an enterprise in order of enhancing its sustainability in market as such forces possess
huge influence on operations of business
Political factors
Economic factors
Social factors
Technological factors

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Customer analysis: This analysis is conducted for in-depth examining customers
in relevance to their product preference or purchase (Hollensen, 2019). Customer
analysis for Yorkshire Tea is conducted in three stages which are described below:
Identification of current customers
Discovering needs
Identifying ways for meeting customer requirements

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Stakeholder analysis: It is a procedure of identifying stakeholders of an
organization and evaluation of interests, influence and impact on them in
context to strategies formulated by business for the purpose of management of
relationship with stakeholders (Nagra, 2017). Stakeholder analysis of
Yorkshire Tea is explained below:

Campaign strategy
Reason of campaign: Marketing campaign of Yorkshire Tea is regarding new product
launch of company. Organization is about to increase its product portfolio by launching
new flavours of tea in market.
Market opportunity: Yorkshire Tea pertains high level of opportunity in emerging
market.
Target audience: For evaluation of target audience of an organization, STP analysis is
conducted.
General campaign messaging: Enjoy every moment of life with Yorkshire Tea.

Strategic implementation
Race model refers to a framework that summarizes activities related to key online
as well as multichannel marketing, managing of which is required in digital
marketing strategies of an organization. It is a customer centred approach which
consist five steps, that is, plan, reach, act, convert and engage (Sharp, 2017).
Detailed evaluation of these steps in context to Yorkshire Tea is provided below:

Marketing roll out plan:
Gantt chart: Gantt chart for marketing campaign of Yorkshire Tea is as follows: