Comprehensive Marketing Plan for Wilkinson: Strategy and Analysis

This report presents a comprehensive marketing plan for Wilkinson, a firm dealing in luxury items, stationary, confectionery, pet products, and homeware goods. The plan begins with an introduction to marketing principles and outlines Wilkinson's objectives, including improving the product supply chain and enhancing customer satisfaction. A thorough market analysis identifies competitors like Walmart and Tesco and emphasizes the importance of understanding consumer demands. The report includes a PESTLE analysis, examining political, economic, social, technological, legal, and environmental factors affecting Wilkinson. A SWOT analysis assesses the company's strengths, weaknesses, opportunities, and threats. The plan details Wilkinson's targeting strategy, focusing on demographics and age groups, and emphasizes the importance of monitoring and evaluation. It also provides a marketing budget for 2017 and discusses the elements of an evidence-based marketing plan, including market research, optimization, experimentation, and transformation. The report concludes by highlighting the importance of marketing in driving company growth and the need to design marketing plans that address strengths and weaknesses.

Marketing Essentials
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Content Covered
• Introduction
• Basic marketing plan for Wilkinson.
• Coherent evidence based marketing plan
• Conclusion
• References
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INTRODUCTION
Marketing is an art and
science of exploring,
creating and delivering
value so as to satisfy
consumer needs
belonging to specific
target market.
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Basic marketing plan for WILKINSON
Marketing plan is considered to be as written blue print of
strategical and tactical decisions constructed by any firm.
This is generally a part of business strategy. This plan is
beneficial for providing strategic foundations to business and
helps in accomplishing goals.
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Cont...
Wilkinson is the firm that is dealing in the business of luxury items,
stationary, confectionery, pet products and home ware goods. It was founded
in 1930 by Kemsey Wilkinson in Leicester.
Objectives of Wilkinson
To improve product supply chain so that its product could be available to
the customers in different countries.
To improve customer satisfaction level by building trust ion the minds of
the people and making products available at affordable prices.
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Cont...
Market analysis of Wilkinson:
Competitor: It is facing higher amount of competition
from the corporate houses such as Walmart, ASDA,
ASRA, Tesco and many small firms in the local market.
Increasing competition have decreased the profit margins
of Wilkinson.
Nature of the market: In today's society people want
everything to be available at the same store because of
lack of time hence the scope of expansion for such Super
market chains is higher. These stores offers the variety of
products that too in an excellent environment.
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Cont...
Consumers: They are the prime focus of the business
operations. These days consumers are demanding more
such as availing products at minimum prices, high
quality services in the supermarkets. Wilkinson needs to
manufacture products as per the demand of different
target sections of the society.
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Cont..
PESTLE Analysis
Political: Changes in the UK government have made
policies of trading slightly different. Britain's
negotiations with EU over Brexit and trade policies has
made the economy to be more variable. New policies
will be implemented in UK after Brexit Wilkinson will
have new markets for their expansion.
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Cont...
Economy: In a past decades Europe's economy have
witnessed many hiccups while has made Wilkinson to be
vulnerable to heavy loses. Companies cash richness
helps in such situations.
Social: Society and it's needs both are changing at a faster
rate, they have started to demand much. Due to
globalisation people have more options to choose hence
customer loyalty have decreased marginally.
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Cont...
Technological: There are thousands of pounds that have
been spent by various bigger markets on the
technological advancements in the industry. This
obviously puts pressure on revenue generation capacity
of the firms like Wilkinson.
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Cont...
Legal: There have been continues changes in the
economic legal policies and it has been overhauled in
variety of ranges like Buyer's insurance enactment, well-
being and security, ecological enactment. Most of these
laws are in favour of consumers.
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Cont...
Environmental: Governments around the globe are putting
pressure on the super market chains to reduce its wastes
and hence this company needs an effective waste
management plan.
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