TopShop Marketing Essentials: A Detailed Marketing Plan Analysis

This report provides an analysis of marketing essentials with a focus on TopShop, a British multinational fashion retailer. It evaluates the roles and duties of marketing, the interrelation of functional departments, and the application of the marketing mix (7Ps) to achieve business objectives. The report compares TopShop's marketing strategies with ZARA, another leading apparel retailer. Furthermore, it includes a basic marketing plan for TopShop, outlining objectives, situation analysis (SWOT), strategies, tactics (STP), budget, and control/evaluation measures for launching a winter kid-wear product line. The report concludes by emphasizing the crucial role of marketing in satisfying customers, maximizing sales, and building brand recognition.

Marketing Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
LO 2.................................................................................................................................................1
1. Apply the marketing mix to the marketing planning process to achieve business objectives
................................................................................................................................................1
2. Different tactics used by companies to demonstrate how business objectives can be
achieved..................................................................................................................................3
LO 3.................................................................................................................................................4
1. Basic marketing plan for an organisation...........................................................................4
2. Detailed coherent evidence – based marketing plan for an organisation...........................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Marketing can be defined as the management and analysis of different exchange
relationship. It can be referred as the business process of building and maintaining relationships
for improving sales and satisfying the customers. Marketing essential includes basic marketing
concepts, positioning, targeting, differentiation, positioning, marketing strategy and mix that is
implied to an organisation in order to meet standard pre-defined outsole (Dibb and Simkin,
2013). In the present report, TopShop is undertaken for the organisational study which is a
British MNC apparel organisation as well as fashion retailer which business into accessories,
shoes, clothing and make-up. The organisation is expanded into multiple nations and own more
than 510 shops worldwide. This report will evaluate different roles and duties of marketing with
the interrelation of distinct functional departments. Beside this, evaluation of marketing mix and
its different elements will also be done along with creation of basic marketing plan.
LO 1
1

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