Developing a Marketing Plan: Presentation on Wilkinson Company

This presentation provides a comprehensive marketing plan for Wilkinson Company, a British high street chain specializing in housewares. It begins with an introduction to marketing principles and then delves into the essential steps of creating a marketing plan, emphasizing its role as a blueprint for success. The presentation includes a company overview, a marketing mix analysis, and a current market analysis using SWOT (Strengths, Weaknesses, Opportunities, Threats) and PESTLE (Political, Economic, Social, Technological, Legal, Environmental) frameworks. It highlights the importance of strategy, segmentation, targeting, and positioning in a competitive environment. Budget allocation and control measures are also discussed as vital components of the marketing plan. The presentation concludes by referencing key marketing resources, providing a structured approach for Wilkinson to achieve its marketing goals effectively.

Marketing Essential
(Marketing plan for Wilkinson company)

Covered Content
 Introduction
 Steps of marketing plan
 References

Introduction
 Marketing is a broad term which includes set of activities
that help in identifying needs or wants of target clients.
 This presentation is based on Wilkinson company which
provides housewares related products or services.

Steps of marketing plan
Marketing plan is a business document which contains
information about market like cost, action and goals etc.
In other terms, it can be said that it is like a blueprint
which provides direction to the firm and drives the
company towards the way of success.

Continued...
 Company overview- Wilko retail Ltd. which is a British
high street chain that provides home wares and
households merchandise to their clients.
 Marketing mix analysis- In order to get success, it is
very necessary that it should evaluate their marketing
mix strategy so that it can reach to its decided
destination within stipulated period of time.

Continued...
 Current market analysis- While formulating any kind
of strategy, it is very necessary that company should
evaluate current market situation so that it can obtain
expected result effectively. It can be done by using of
SWOT and PESTLE analysis that are described below-

Continued...
Strengths
It has better relation with
suppliers and partners.
Less labour cost
Weaknesses
Less profitability ratio.
Opportunities
It can enter into global market
for business expansion.
Threats
Bargaining power of supplier is
high.

Continued...
Political
There are various governmental
barriers which affects business
operation like tax rates, tariff,
trade and safety regulations etc.
Economic
It also includes various factors
like interest rates, taxes and
inflation etc.
Social
Now a days, consumers taste
and preferences are changing
continuously so while formulating
strategy, Wilkinson should
consider this otherwise it will fail.
Technological
In order to get positive result,
Wilkinson should adopt latest
technology so that it can serve ton
customers effectively and
efficiently and reach to its decided
destination within stipulated period
of time.

Continued...
 Strategy- Strategy is very important element in today
competitive environment which provides direction or
guidance to the employees for getting effective and
specified result.

Continued...
Segmentation, targeting and positioning-
 Segmentation- Segmentation is a process in which
heterogeneous market converts into homogeneous.
 Targeting- In this, company target to a particular
segment to whom it will serve their products.
 Positioning- In this, firm creates positive perception in
the mind of customers.

Continued...
 Budget- It is very important task for getting success in
which funds are allotted to each and every activity so
that task can be completed cost effectively.
 Control- It is the last step which keeps an important
place in marketing planning.

References
Brassington, F. and Pettitt, S., 2013. Essential of marketing.
Brooks, N. and Simkin, L., 2012. Judging marketing mix
effectiveness. Marketing Intelligence & Planning.
30(5). pp.494-514.
Caragher, J. M., 2016. 7 Essentials for a CPA Firm
Marketing Program. The CPA Journal. 86(12). p.11.