Wilkinson Company Marketing Plan: Strategy and Analysis Presentation

This presentation outlines a detailed marketing plan for Wilkinson, a British high street retail chain. It covers the marketing planning process, including a company overview, situational analysis (SWOT and PESTLE), strategies, segmentation, targeting, positioning, a plan of action, and evaluation and control measures. The presentation analyzes Wilkinson's internal strengths and weaknesses, external opportunities and threats, and technological, environmental, political, and economic factors impacting the company. It details the company's objectives, mission, and vision, as well as its current product and place strategies. Future strategies focus on expanding product varieties, improving customer service through home delivery, and enhancing online presence. The presentation also addresses segmentation, targeting, and positioning strategies, including categorizing goods, targeting all consumers, and positioning products in less competitive markets. The plan of action involves marking an online presence, improving marketing processes, and implementing a software for gaining customer feedback. Finally, it emphasizes budget analysis and timely reporting for performance evaluation. Desklib provides access to similar solved assignments and past papers for students.

Marketing Essentials

Introduction
• The following points will be included in power
point presentation:
– Formulating a detailed marketing plan for a Wilkinson Company

Marketing Plan
Marketing plan is considered as broad representation our outline
prepared by marketing manager in order to advertise business. It
defines the organisational activities that are required to be executed
while performing marketing activities. It highlights the main activities
that intends to communicate companies objectives to potential
customer. It is required by marketing manager to consider following
points while framing marketing plans such business goals and
objective, current positions of company in market, customer
perception, market conditions etc. AS this will help marketing
manager in formulating suitable marketing plan.

Marketing planning process
There are various stages included in marketing plan are:
Company overview
Identifying mission and vision of company
Situation analysis
Strategy
Segmentation
Targeting
Positioning
Plan of action
Evaluation and control

Company overview
Company overview- Wilkinson is the British high street retail chain
dealing in retail industry. The company is offering various home
wares and household products. The commercial enterprise has its
store in more than 380 locations. The organisations are located in
England, UK. It provides wide range of goods that also include
some important products such as home wares, cleansing, health and
beauty, stationary, goods related to pets, kitchen and bat room
products. a in order to promote their brand in market. IN 2012 the
firm has planned to rebranding its outlets and after that its gods were
recognised by name of Wilko. Business entity is considered as
fastest growing retailer of Britain.

Evaluating the ways in which internal and
external drivers of change effect leadership,
team and individual behaviour within Marks and
Spenser
Internal drivers that have great effect on the leadership, team and
individual include organisational culture, Woking environment,
Policies and procedures. External macro environmental factors that
have great impact on these elements include social, political, legal,
economical. Environmental and technological factors.
The internal environment analysis assist leader manager in identifying
the change in environment. It allows top level management to make
effective plan and strategies in order to cope up with change. External
environmental analysis provides Firm an opportunity to identify
competitor strength, market condition and helps its employees to keep
updates themselves about current business trends.

Mission,Vision and objective of company
Objective-The objective of the company is to gain customer loyalty and
increase profitability.
Mission - Mission of the commercial enterprise is to provide good
quality and quality of products to its customer.
Vision of the company-The vision of business entity is to become
leading company in retail industry. It visions is to establish good
position in market.

Situational analysis
Internal analysis-
SWOT analysis can be used by marketing manager in order to identifying the
internal strength and weakness of firm.
Strength:Wilkinson company is offering wide range and varieties of
products.
 Attributes of the organisation.
 Popular brand name.
 Use own brand.
 The organisation is using its own private level
 It has many stores at various locations.
 Highly skilled and talented employees.
 The Fastest growing retailer.

Weakness:
 Ineffective promotional strategies.
 Low market
 Have great impact of various social and economic factors on its
business operations.
 Poor investment policies.
 Lack of innovation.

Use of traditional technology.

Opportunity :
 Wilkinson has opportunity to expand its core business activities.
 Company have a chance to improve its quality of its products and
services.
 It has opportunity to attract customer by producing innovative
products.
 Organisation can adopt advance technology for product
development and promoting their brand.
T

Pestle analysis-
Technological factor-Technological elements are various supportive
factor as it allows business entity to increase their efficiency and
effectiveness. It also may provided company an opportunity to
attract customer by providing them innovative and good quality of
products. It also provides various chances to firm such as it enables
enterprise to reduce its cost of production and allows them to reach
wide range of customer.
Environmental factors-This factors have great impact on the
competency and competitive strength of the company. It is
important for marketing manager to judge the competition level
before entering into global market.

Political factors- AS Wilkinson company is operating in global
environment these factors may have great impact on its business
operations. These variables may have great effect on firm growth
and success. In order to avoid the negative impact of these elements
it is essential for marketing manager to gain knowledge about
various policies before entering into new market.

Economic factor-The economic factors have great effect on the
financial performance of the company. The various economical
variables are change in exchange rate, incomer distribution, rise in
prices of goods and services, economic country of the market ans
well as country. It is very important for marketing personal to
consider this significant factor while preparing marketing plan and
when selecting the market for positioning organisation product.

Strategies
Marketing mix
Analysis
Future strategy
Product
Presently Wilkinson is delivering basic groceries, toiletries, various
consumer products such as dies, stationery etc.
It is planning to serve more varieties of specialised goods.
Place
The company has more than 380 stores at many locations.
The business entity is planning to provide additional services to its
customer such as home delivery .

Segmentation,Targeting and
positioning
Segmentation- marketing manager of Wilkinson is planning to
categorize goods into two segments one is home products segment
and other is consumer daily use product.
Targeting- The company was firstly targeting only male consumer but
now it has planned to target all consumers.
Positioning-The organisation has decided to position their products in
market where there is less competition and there is less threat of new
entry.

Plan of Action
Wilkinson has planned to mark online presence to reach wide number
of customer. It has decided to improve its marketing processes.
Marketing Manager has focus on adopting effective marketing and
distribution channel to promote brand. The marketing team of
Wilkinson has planned a software that can be used by firm from
gaining feedback from customer and other stakeholders. They have
planned effective marketing strategy in order to analyse the needs
and demands of consumers.
Evaluation and control
Analysis of budget- The company has sufficient budget to spend on
marketing activities.
Timely report- This report is prepared by marketing manager in order
to identify the performance gap.

REFERENCES
Bahadir, S. C., Bharadwaj, S. G. and Srivastava, R. K., 2015.
Marketing mix and brand sales in global markets: Examining the
contingent role of country-market characteristics. Journal of
International Business Studies. 46(5). pp.596-619.
Barrett, H. and Weinstein, A., 2015. Corporate entrepreneurship, the
marketing mix, and business performance. In Proceedings of the
1997 Academy of Marketing Science (AMS) Annual Conference.
Springer International Publishing.

Thank you