Marketing Planning Process Assigment Assignment

Marketing Planning Process Assigment - Assignment Example The marketing plan of greetings card of the company facilitates to know the details of Phoenix Trading Ltd and the position of its cards in the market. The paper contains two parts i.e. Part A and Part B. In the first part, the situational analysis of the product is examined in order to understand the entire external and internal scenario of the greetings card segment of the company and of the market. The SWOT analysis process facilitates to understand the existing environmental scenario of the company and the product and its growth prospects in future. It has been identified that the company has several traders in various countries and about 100 million cards are sold. It provides extreme focus towards maintaining the quality of cards and artistic designs and has various product ranges. There are several weaknesses associated with the cards regarding their incapability to produce e-cards business. However, from the market survey it has been found that there are huge opportunities fo r this product if it is re-launched in a different way with special features. Through the segmentation of the market of the UK on the basis of definite criteria the company can target the specific consumers and markets and manufacture the products according to their preferences and can become successful. The audit of the market also found that there is still the need of such innovative designed cards in the market. ... Table of Contents Executive Summary 2 Part A 6 1.0Situational Analysis 6 2.0Objectives 8 2.1Corporate Objectives 8 2.2 Marketing Objectives 8 3.0Strategy 9 3.1Chosen Growth Strategy 9 3.2Chosen Competitive Strategy 10 4.0Segmentation Targeting Position 11 5.0 Tactics 12 5.1 Product Features 12 5.2 Pricing Strategy 13 5.3 Place 14 5.4 Promotion 15 5.4.1 Communication Strategy 17 5.4.2 Gantt Chart 17 5.4.3 Budget 18 5.5 People 18 5.6 Process 18 5.7 Physical Evidence 19 Part B 20 6.0 Importance of Marketing Plan 20 7.0 Process of Marketing Audit 21 7.1 Theoretical Explanation of process Market Audit 21 7.2 Internal Environment 22 7.3 External Environment 23 8.0 Process to STP 24 8.1 Segmentation 24 8.2 Targeting 25 8.3 Positioning 26 9.0 Barriers for Implementation 27 10.0 References 30 Appendix 37 Part A 1.0 Situational Analysis Situational analysis is included in marketing planning step as it helps to analyse the present situation of an organisation. In this marketing plan, situationa l analysis is conducted to identify the external opportunities as well as threats faced by Phoenix Trading Ltd. This analysis also facilitates to recognise the interior strengths and weaknesses of the organisation (IFUW, n.d.). SWOT analysis is a model that facilitates to develop basis for the generation of marketing plan of the re-launching of a product i.e. greetings card of Phoenix Trading Ltd. The main function of SWOT analysis is to gather information after evaluation from the environment and categorise it into internal aspects such as strengths and weaknesses as well as external issues i.e. opportunities along with threats (Danca, n.d.). Strengths The Phoenix Trading Ltd’s greetings cards