Contents

• Introduction 3
• Davison & Robinson Ltd --- Background 3
• Strategic Analysis of Environmental Factors --- Davison & Robinson Ltd 5
• Micro-environment 5
• Customers 5
• Distributors/Intermediaries 6
• Suppliers 6
• Competition 7
• Macro-environment 7
• Political Factors 7
• Economical Factors 8
• Social factors 8
• Technological factors 9
• Environmental factors 9
• Legal factors 10
• SWOT Analysis 10
• Strengths 10
• Weakness 11
• Opportunity 11
• Threats 12
• Potential Target Markets 12
• Target Market --- Urban Population (bars, pubs and restaurant loving) 12
• Justification 12
• Customer Profile 13
• Geographic 13
• Demographic 14
• Behavioral 14
• Psychological 14
• Customer positioning 15
• Marketing Mix 15
• Product 15
• Price 16
• Place 16
• People 17
• Process 17
• Physical Evidence 17
• Marketing Objectives 18
• Target Market --- Corporate Executives (West Yorkshire) 18
• Justification 18
• Customer Profile 19
• Geographic 19
• Demographic 19
• Behavioral 19
• Psychological 19
• Customer positioning 20
• Marketing Mix 20
• Product 20
• Price 20
• Place 20
• Promotion 21
• People 21
• Process 21
• Physical Evidence 21
• Marketing Objectives 22
• Evaluation and Control 22
• Sales Analysis 22
• Market Share Analysis 22
• Customer Satisfaction Review 23

Description

Competition in today’s business world is very intense. Every company is going out of the traditional ways and thinking out of the box to come up with innovative ideas to beat the competition. In such a scenario it is very important for a company to think long term and have strategies and plans that is not just going to serve its immediate purpose and needs but also helps the company in a long run. The companies around the globe have woken up to this and are investing time and money to design strategies and action plans for the future. In order to design efficient strategies, it is very important for the company to understand various factors that is going to influence the company. The various factors that can make an impact on the company are competition, customers, political situation, economic situation, company’s own strength and weaknesses, etc. Hence, it becomes very important for the company to design strategies considering all the above factors. This would be the marketing plan of the company and it’s the road map for the company. A company’s future success depends on how good the marketing plan is and how well a company can implement and execute the marketing plan. Also for any company to run the show for a long time, it must expand and diversify its products and services. This is the only way that a company can grow. If a company fails to do this, sooner or later the products or services will meet the saturation level and the company will fall prey to more innovative and diverse competitors.
This is the five-year marketing plan for Davison & Robinson Ltd. The marketing plan analyses the macro and micro environment in which the company operates and the strengths and weaknesses of the company. Two target markets are identified and differentiated marketing mixes are developed for each of them.