Marketing Plan Simple

Mothercare Marketing Plan

TABLE OF CONTENTS Executive Summary………………………………………………………………...….…………... 1 Section 1: Introduction……………………………………………..…………………..…………... 2 1.1 The Company………………………………………………………………….……….……. 2 1.2 The Innovative Business Idea…………………………………….……………….…….…….2 Section 2: The SOSTAC Planning Framework ……………………………….………….……… 3 Section 3: First Stage: Situational Analysis………………………….…………………...……… 4 3.1 External marketing Audit ……………………………………………………...…………… 4 3.2 Internal Marketing Audit …………………………………………………...…...………… 6 3.3 SWOT Analysis………………………………………………………………….……………9 Section 4: Second Stage: Objectives…………………………..………………………….……… 10 4.1 Mission Statement ………………………………………………………….……………… 10 4.2 Objectives ………………………………………………………………..………………… 10 Section 5: Third Stage: Strategy…………………………………………….………….………… 11 5.1 Mothercare’s Present Strategy ……………………………………………………...……… 11 5.3 Mothercare 360 Campaign: The Proposed Strategy ……………………………………..... 12 5.3 Application of Ansoff Matrix …………………………………………………………….... 12 5.4 The STP Process ………………………………………………………………………….... 13 Section 6: Fourth Stage: Tactics ……………………………………………………...………… 15 6.1 The Marketing Mix …………………………………………………...…………..………. 15 Section 7: Fifth Stage: Action Plan ……………………………………………...……………… 18 Section 8: Sixth Stage: Control and Implementation ….……………………………………… 20 8.1 Balanced Scorecard Approach …………………………...……………………………….. 20 8.2 Operational Strategy and Issues …………………………………...……………………… 22 8.3 Integration of Marketing and Operations ……………………………………………….… 24 8.4 Risk Assessment and Recommendations …………………………………………………. 26 8.41 Maintenance of a Healthy and Safe Environment ……………………………………….. 27 Section 9: Conclusion …….……………………………………………………………..………… 29

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Appendices …………………………………………………………………………………...…… 30 References ………………………………………………………………………...……….……… 35

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EXECUTIVE SUMMARY In the 21st century, women have become more health conscious and are continuously finding ways to look smart, trendy, slim and...