Marketing Essentials: A Plan for Wilkinson's Success

This report provides a detailed marketing plan analysis for Wilkinson, a large retail company. It begins with an introduction outlining the importance of marketing plans and their role in achieving organizational goals. The report then presents an executive summary, company overview, and situational analysis to understand Wilkinson's market position. A SWOT analysis identifies the company's strengths, weaknesses, opportunities, and threats. The marketing objectives are defined, followed by an examination of segmentation, targeting, and positioning (STP) strategies. The marketing mix, including strategies and evaluation methods, is discussed. Finally, the report concludes with a final analysis of Wilkinson's marketing efforts and references used. The report emphasizes the importance of a well-defined marketing plan for attracting customers and achieving business objectives. The document includes an overview of marketing strategies, market segmentation, and financial considerations to improve the company's overall performance.

Marketing Essentials
Marketing Plan of Wilkinson

Table of Content
• Introduction
• Marketing plan
• Executive summary
• Company overview
• Situational analysis
• SWOT Analysis
• Objectives
• STP
• Marketing mix
• Final analysis

Introduction
The marketing plan ensures to operate and generate
activities which help in achieving target goals and
objectives.
The marketing plan helps to identify current position of an
organisation.
This presentation will state about the marketing of
Wilkinson.

Marketing plan
• Marketing plan is the process in which company develop
various marketing plans for achieving target goals and
objectives.
• It helps to attracts more customers towards their products
or services.
•

Executive summary
Wilkinson analyse the marketing plan, its vision and
mission, goals or objectives of an organisation. Summary
means to collect or gather all necessary information which
are related to the segmenting the market areas and its
customers in an effective manner.

Company Overview
In the company overview, the information which are
necessary to know such are location, area, phone number,
email id etc. There are some data which helps to attracts
more customers with their company profile. Wilkinson is
the largest retail company that provides pet food, kitchen
appliances, bathroom products, electronic products and
grocery items.

Situational Analysis
The company has to analyse their internal and external
environment which is operated and managed by their
managers.
It helps to increase its sale and earn high level of profit that
attracts large number of customers towards their products. It
is important to analyse the internal and external factors to
evaluate customers needs or wants.

SWOT Analysis
The swot analysis help to identify organisational strength,
weakness, opportunities and threats which are internal
sources.
Strength
 Produce innovative
products
 Provide reasonable rate
Weakness
 They have technical issues
 Poor technical skill
Opportunities
 Explore the market
 Deals in online market
Threats
 Entry of competitors
 Changes in external
environment

Objectives
• There are some goals and target which help to achieve
organisational objectives in such way they are corporate
and marketing objectives.
• In corporate objectives, the company improves its level
of effectiveness and efficiency and understand the
customers demand.
• In marketing objectives, the company need to increase its
share by 2% and improved efficiency.

Segmentation, Targeting and Positioning
Segmentation- Company need to identify market
segmentation which provides separate location in which
seller can attracts its buyers towards their products or
services.
Target- The company main target is to provides best quality
goods or services which help to fulfil the needs and wants. It
need to build product image in the mind of customers.
Positioning- Company has to position its products in
positive manner so people are attracted towards them.

Marketing mix
• Marketing mix is a process which is used by organisation
for controlling various factors that are required to achieve
its goals.
• This also assist in gaining consumer attention towards
organisation products.

Marketing strategies and Evaluation
Wilkinson focused on their quality products which help to
analyse the people in different sectors and segment every
person in their income standard.
An organisation has prepare its budgets which evaluate each
activity and function in an effective manner. It totally based
on revenue and income data of company.
An enterprise need to achieves its goals and objectives that
help to managed or controlled each and every activities of
marketing and also develop new strategies.