MARKETING COMMUNICATION PLAN ASSIGNMENT SAMPLE

MARKETING COMMUNICATION PLAN

EXCLUSIVE SUMMARY

This report was discussing about the marketing plan that can be used by the organization to gain higher success in market place. In the report various elements of marketing process has been discussed to improve the current marketing plan of organization. Situation analysis has been performed in report in order to analyse the current issues and challenges that are faced by organization in the target market (Melchiorre and Johnson, 2017). For this process PESTEL and SWOT analysis has been discussed in report. On basis of current situation of organization specific objectives has been shared in marketing plan that can be used by the organization to improve sales in target market and address more people by marketing campaign. For the implementation of the marketing plan proper marketing strategies has been selected in plan. For the selection of target audience segmentation, targeting and positioning strategies has been discussed in plan. Various recommendations also has been discussed in plan to improve the effectiveness of marketing plan in target market. Proper budget and time line also has been developed in marketing plan to make is success on global level. After the development of the marketing plan proper evaluation of marketing plan has been performed to check the effectiveness of plan in target market.

INTRODUCTION

 Marketing is considered as one of the most important functional department of organization. Sales and promotion of goods and services is completely dependent of the marketing process. To perform marketing in effective way various plans are developed by the organization to get success in market place. There are various elements are added in the marketing plan to make it more effective for the business organization. There are different tools and processes are used in the marketing plan to keep it high successful. To make marketing plan more effective External factors that can influence the operation of organization will be analysed in report. For external factor analysis PESTAL analysis will be performed (Fotiadis, Mombeuil and Valek, 2018). For the internal analysis of Dune London SWOT analysis will be performed. On basis of external and internal factor analysis proper goals will be developed in the marketing plan. This is how proper goals can be developed in the marketing plan. As per the goals which are developed in marketing plan will be considered to select strategies and tactics that can be used to make the marketing plan successful. Proper strategies are considered in the implementation of the marketing strategies in the target market. Different recommendations also will be provided in report that can be used in marketing process will be stated after the marketing plan. For the proper implementation of the marketing plan proper budget and time line will be provided in report. After the completion of marketing plan, complete evaluation of marketing plan will be discussed in report.

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SITUATION ANALYSIS

PESTEL Analysis

PESTEL analysis is consists of six different factors that are influence the operation of organization in market place. The Factor that are considered in the marketing plan are- political factors, economic factor, social factor, technological factor, environmental factors and legal factors. These are the major categories of external factors that can affect the performance of organization in marketing process.

Political Factors

Political factors are most important for the organization to perform business in target market, there are different changes are implemented by government in taxation polity and business policy to regulate the stability in organization (Hollensen, 2019). This is important for the organization to consider these changes in order to keep their operations effective in target market. For example brexit is major decision of organization that is need to be considered by the organization because after the implementation of brexit organization have to change internal policies to perform business in European market.

Economic Factors

Economic factors are related to the economic stability in national and internal economic situation. Due to Coronavirus pandemic most of countries are going through economic crisis. It also has affected the business of organization on global level. This is most important for the organization to maintain financial stability during this crisis situation. This economic crisis can cause a lot damage the economic stability of organization in market place.

Social Factors

There are different social actors also can affect the business of organization in market place. some of the most common social factors that are need to be considered by the business organization are- Population of area, per capital income of people, diversity in location and education level of the country. These are major factors can affect the business of organization. In UK population can be considered as effective for the business of organization (Langston and Loreto, 2017). High population diversity can help the organization to sell range of products to the customers. Organization also can try new products in market place as experiment. High education level in UK also can be helpful for organization to sell goods without much spending on marketing.

Technological Factors

Technological factors of organization are more crucial for organization. In current time technological factors are trending in international market. Dune London is operating with one of the best technological system in market place. Mot advance technology is used by organization to provide best services to the customers. This technology is also compatible with attest technology in market. This is how organization is able to provide best services to the customers.

Environmental Factors

Environmental factors are most important for the business organizations. In current time people are more concerned about sustainability factor of products. These environmental awareness force the organization to implement sustainable techniques in business process to attract customer in higher numbers. In this factors Organization have to consider wildlife protection act to keep their business sustainable for long term.

Legal Factors

There are some legal factors are need to be considered by the business organization in order to keep their operations legal and uninterrupted (Kreutzer, 2019). For example organization have to follow Employment law, business laws are also need to be followed by the organization and in current time environment and wildlife protection acts are also need to be considered in the business operations. Previously organization has faced some legal issues related to financial fraud. So, it is important for the business organization to maintain their operations in market place.

SWOT analysis

Strength

• This is one of well organization on global level.
• Technology that is used by Dune London is effective.
• Dune London have effective market share in UK.
• Dune London is known employer in European region.
• Supply chain that is used by Dune London is also effective.

Weaknesses

• Decreasing operational profit is major issue for business organization.
• Financial errors also has affected the performance of organization in market place.
• Poor operational performance is major issue to the organization.

Opportunities

• Business expansion is major process to improve the business of organization in market place.
• Online shopping platform can provide more customers to the company.
• Dune London can target new emerging market to gain success in target market.

Threats

• Competitive business organizations can affect the business process of company in market place.
• Economic crisis due to Coronavirus has affected the business of organization on global level.
• Brexit is major business issue for Dune London in European Union.
• International market crisis are also crucial for business organization.

Porter Five Force Analysis

Threat of New Entrant

This threat is very low for organization on global level. Dune London is one of the most famous organization on global level. Reputation of organization can reduce the threat of new entrant in market place. This threat can be reduced by offering effective discounts to the customers.

Threat of Substitute Product

There are different organization providing similar services in the market place. This threat for organization is too high (Mohseni, 2017). This threat can be reduced by providing better quality products to the customer at effective low cost.

Bargaining Power of Customer

This threat is moderate for organization in market place. Customers have other options too. So this is an advantage to the organization to have larger customer base in target market. This threat can be more reduced by offering better quality products to the customers.

Bargaining Power of Supplier

Most of the products that are sole by the organization are originated in the manufacturing plan of the organization and farms of Dune London. So this threat is very low for company. This threat can be more reduced by developing own capability to manufacture products that are sold in Dune London store.

Rivalry Between Existing Organizations

Rivalry between the competitors in really high in market place. Competitors are major problem for Dune London in UK market. This is important for the organization to implement various processes and methods to get competitive advantage in market place. For example organization can sell quality products to the customer at effectively low cost.

COMMUNICATION OBJECTIVES

Aim

To increase the market share of the organization with 30 % with the end of year 2020

STP Strategy

This is the process that can be used by the organization to select target audience in target market for the marketing plan. This process can be divided in three different steps that are segmentation, targeting and positioning.

Segmentation

In the segmentation process organization have to use demographic and geographic segmentation in order to address larger audience through marketing plan. In demographic segmentation process organization can target people on basis of their race, age group, family size, social status and educational level (Nehoda and Sakhanda, 2017). This will help the organization to target specific people. In the geographical segmentation process organization can select particular area for the implementation plan. In this process organization can target sub urban area in UK for business expansion.

Targeting

In the targeting process organization can target people of specific group in order to improve the effectiveness of the marketing process (Gagnon, 2016). For example organization can specifically target people who lives in medium family and have average income. In this process organization can target age group of 15 to 60 Years to target larger customer base.

POSITIONING STRATEGY

In the positioning process organization can use same positioning of the organization in market place. There are some changes can be implemented in the positioning process to get attraction of more people. For example organization can use differentiation strategy can be used in marketing plan. In this process organization can maintain the quality of products and target people in the marketing process. This will reduce the cost of marketing process. This is how differentiation positioning strategy can be used by the organization to gain success in market place.

CREATIVE STRATEGY

There are different business strategy can be used by the organization to make marketing plan more effective for company.

• Social media marketing process can be used by the organization to target more people with in short time. This strategy can be implemented with in short time and this is also easy to perform tracking of customer responses of customer on the social media platforms.
• Digital marketing tools can be used by the organization to make marketing process more effective. For example digital poster and images can be used by the organization to perform marketing process.
• Email marketing and direct selling process also can be used for the marketing process. This process is considered as most effective process to make one to one communication with employees. This process can be used by the organization to gain loyal customer base (Bouredji, Gupta and Jester, 2020).
• Media advertisements can be used to make the customers aware of the services and products of the company. There are too many people are connected to the televisions and digital platforms. Digital video advertisements can be used by the organization to make reach to the remote customers.
• Mobile marketing also can be used by the organization for the marketing process.

RECOMMENDATIONS

There are different process can be performed by the marketing team to implement marketing plan effectively. Some of most common process that can be used by the organization are- Flexible marketing plan can be used to perform marketing effectively (Backman, 2019). Proper measurements can be used by the organization to evaluate the effectiveness of the marketing plan. Automation and AI can be implemented in order to track the success of organization in target market.

TIMING AND BUDGET

Timeline

Situational Analysis
Objective development
Strategy Creation
Tactics
Action Plan
Control Mechanism

Budget

Campaign Function	Expenditure	Actual Cost
Market research	4000 Euros	3500
Training and development	3000 Euros	3500
Campaign Launch	3000 Euros	3000
Content development	2000 Euros	2500
Digital Technology cost	6000 Euros	5500
Outsourcing	3500 Euros	3000
Social Media marketing	4000 Euros	4500
Monitoring	3000 Euros	3000
Analysis	2500 Euros	2500
Implementation of plan	3500 Euros	4000
Total	34000 Euros	35000 Euros

EVALUATION OF CAMPAIGN

This is how complete campaign will be implemented for organization in market place to improve the customer base of organization in UK market. This marketing plan can help the organization to reduce the loss caused by coronavirus pandemic (Malhoit, 2020). The market analysis that is performed by the organization can be used to analyse the current situation in market place. PESTAL analysis can be used by the organization to evaluate the external factors that can influence the internal operation of organization. As per the PESTEL analysis there are various changes has been implemented in the organizational process to gain higher success with marketing process. Internal aspect of the organization also has been considered in the marketing plan to get overview of organizational capability in order to implement marketing plan effectively. In the marketing plan proper segmentation has been performed that can be used by the organization to effectively target people who could be possible customer for organization. The marketing strategies that are used in the marketing plan are also effective to improve the productivity of the plan. All the strategies that are suggested in report can be used by the organization to get better result in market place. There are some recommendations also can be provided in the marketing plan to reduce the level of complexity in marketing process (Melamed, 2017). These recommendations can be used by the organization to reduce the complexities in the marketing process.

CONCLUSION

This report is concluding information about the current marketing process that is used by organization to attract customers. The effectiveness of current marketing plan of organization. On the basis of current marketing plan various considerations has been made to improve the marketing process of company. To meet the marketing goals of organization a new marketing plan has been developed that is addressing various issues that are faced by the organization in marketing process. Condition analysis has been performed in the report to implement various strategies that can help the organization to address larger customer base effectively. Various recommendations also has been implemented in the marketing prices that can be used by the company to improve the effectiveness of marketing plan.

References

Books and Journals

Backman, J., 2019. Marketing and communication plan, CASE: Riihisoft Oy, RIIHI DMA.

Bouredji, K., Gupta, R. and Jester, G., 2020. EveryWear Marketing Plan.

Fotiadis, A., Mombeuil, C. and Valek, N.S., 2018. Designing and implementing a marketing plan. The Emerald handbook of entrepreneurship in tourism, travel and hospitality: Skills for successful ventures, pp.297-311.

Gagnon, E., 2016. The marketer's action plan (MAP): Six steps to developing effective marketing plans in B2B marketing programs. International Management Review, 12(2), pp.56-59.

Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.

Kreutzer, R.T., 2019. Strategic and Operational Marketing Plan. In Toolbox for Marketing and Management (pp. 225-229). Springer, Cham.

Langston, R. and Loreto, D., 2017. Seamless integration of predictive analytics and CRM within an undergraduate admissions recruitment and marketing plan. Strategic Enrollment Management Quarterly, 4(4), pp.161-172.

Malhoit, A., 2020. Collegiate Dance Club Marketing Plan.

Melamed, M., 2017. Online Marketing Plan for a Travel Company.

Melchiorre, M.M. and Johnson, S.A., 2017. Finding new ways to reach older students: Creating a social media marketing plan for professional and continuing higher education programs. The Journal of Continuing Higher Education, 65(2), pp.73-81.

Mohseni, S., 2017. Marketing Plan for Kajaani University of Applied Sciences Library.

Nehoda, T.S. and Sakhanda, I.V., 2017. Measures marketing plan activities for branch offices of pharmacies (for phyto pharmacy departments). In International Scientific and Practical Conference World science (Vol. 5, No. 7, pp. 49-50). ROST.

Perreault, W.D., 2018. Essentials of marketing. New York: Mc Graw Hill.

Wood, M.B. and Jobber, L., 2016. The marketing plan handbook. Pearson.