Marketing Planning

Report Submitted By

Student Name

Course Name

University Name

Table of Contents
Introduction ............................................................................................................................................ 3
Marketing Audits..................................................................................................................................... 5
Changing perspectives in marketing planning .................................................................................... 5
Functions: ........................................................................................................................................ 5
Environment: .................................................................................................................................. 5
Organisations capability for planning its future marketing activity .................................................. 7
Techniques for organisational auditing and for analysing external factors that affect Marketing
planning .............................................................................................................................................. 7
Organisational auditing and analysis of external factors that affect marketing planning in the given
situation .............................................................................................................................................. 7
Main barriers to marketing planning ...................................................................................................... 8
Objective /strategy confusion:............................................................................................................ 8
Isolation of marketing function: ......................................................................................................... 8
Organisational barriers: ...................................................................................................................... 8
Customer expectation:........................................................................................................................ 8
Claytons overcome barriers to marketing planning .............................................................................. 9
Marketing plan for a product or service ............................................................................................... 10
Marketing plan for the supermarket ................................................................................................ 10
Techniques for new product development ...................................................................................... 10
The strategic planning process ......................................................................................................... 11
Recommendations for pricing policy, distribution and communication mix for the supermarket .. 11
Factors affecting the effective implementation of the marketing plan ........................................... 12
Ethical issues in marketing .................................................................................................................... 13
Ethical issues influence marketing planning ..................................................................................... 13
Supermarkets respond to ethical issues ........................................................................................... 13
Consumer ethics and the effect it has on marketing planning. ........................................................ 14
References ............................................................................................................................................ 15

Introduction
The marketing planning is very essential for the profitable supermarket to be successful in the
local and global market. A marketing plan involves the outline of the organizations complete
marketing efforts that asses the profitable supermarkets growth at a large scale. There are
few steps of the marketing plan as marketing mix and the marketing controlling. The most
important points that need to analyse strongly are strategy and tactics in the marketing plan.
Strategic planning for the profitable supermarket is needed for complete one year plan that
helps in identifying the existing problems and their solutions.
As being an owner (Andrew Clayton) of a profitable supermarket, called Claytons, in a town
with a population of 40,000 in Yorkshire which a family urn business over the span of 90
years need to ensure the effective marketing strategy for opening a new mega supermarket
away from the current existing store. The current profits of the company are right now
750,000 per annum which is considered significant as based on the current market plan and
the response from the customers. (Case Study Given, 2012) The existing customers in
Yorkshire area are loyal to the supermarket but are very price sensitive and because of that
the supermarket faces the elastic demand time to time. Based on the marketing situations for
the current business and also as per the demand by the customers the supermarket plans to
open its new mega-supermarket just after 1 KM from the existing supermarket. Another firm
Tesco situated in the same region because of its low price and strong bargaining power not
the marketing powers have strong customer database. The important aspects of this marketing
plan are to ensure the successful implementation through fight and competing in the existing
market in that region even though it is tough to compete.
Based on the advice of the family friend, I, Andrew Clayton as an owner of the supermarket
decide to hire a marketing consultant and ask to him to develop a strong marketing plan and
give him unfettered access to the supermarket and also opportunities to the new market so
that the newly marketing consultant can help in taking the right decisions towards the
opening of the new mega supermarket based on the appropriate strategy which will help
future strategy too (Brewster, C & Harris, H, 2004). For the most effective plan for the
supermarket there is need of having the formalized report emphasizing the strategies and
control over the market. While planning a best marketing approach there is need of planning
the corporate mission too for the supermarket including the sales oriented approach, and

customer satisfaction. For example, IBM does also its same thing for the marketing activities
based on the customer service philosophy. IBM does marketing plan based on financial data,
product data, sales and distribution data, advertising, sales promotion, merchandising data,
market data and miscellany. The supermarket plan by the marketing consultant here also
analyse the every aspect for the marketing plan. This report aims to the in-depth analysis of
the marketing plan for the newly mega supermarket.

Marketing Audits
Marketing reviews and audits are necessary to understand the current marketing scenario
existing in the global and local market. It is a fundamental part of the marketing planning
process and mainly conducted at the beginning of the marketing planning process. There is
need to analysis the internal and external marketing environment. There are few things as
discussed below for the marketing plan process.

Changing perspectives in marketing planning

Changing thinking and perspectives for the current market and requirement by the customers
and their future mindset are necessary to analyse. It can be examined based on the external
and internal assessment. Situation analysis for the supermarket is a very vital part of the
marketing planning process because it discusses about the firm strategies, customers,
marketing effectiveness, SWOT analysis, PORTERs five forces model (Hague, P. N, 2002).
Here the marketing consultant has applied the FEPSOS approach where functions,
environment, productivity, systems, organization and strategy.
Functions: Claytons operates in Yorkshire and runs the supermarket of non-alcoholic, non

carbonated beverages and packaged whisky bottles. The company is very profitable and
operates in the diverse areas of supermarket. It also operates a grocery home shopping
products and services to the niche market in the Yorkshire area (Kogan Page, Hall, J, 2008).
Consumer goods and beverages are the main products of the supermarket. The supermarket
also operates in other areas of home grocery products and services in the Yorkshire area. The
nearby area of the supermarket is also very competitive because of the other existing TESCO
market.
Environment: Claytons supermarket operates in very competitive market because of the

existing new TESCO market there and also due to the bargaining of the customers. The micro
and macro environment both the favourable to the existing market of Claytons supermarket
as the customers are very loyal to existing products and services.

Micro environment
The micro environment include the number of important factors that directly or indirectly
play the vital role in the Claytons operations and activities that determine the viability of the
Claytons for long run. The micro environment is described as following:
Customers: The customers of the firm are very loyal in Yorkshire. The existing market for

Claytons supermarket is very effective and only operates for 40,000 customers.
Suppliers: The supplier of the products for the firm involves the local customers and branded

customers as well. The Claytons supermarket generally produces more amounts of the
products in his own manufacturing unit.
Employees: There are not more than 100 employees in the Claytons supermarket in

Yorkshire.
Competitors: All the existing retail organizations in Yorkshire are the competitors of the

Claytons supermarket specifically TESCO retail products. It is very difficult to compete with
TELSCO retail markets.
Media: Being a supermarket in Yorkshire, this leads to the online channels to promote the

products and services. It allows the Claytons supermarket to go for digital and online
marketing strategies too to reach its customers.

Macro environment
The macro environment also affects the business market and includes various factors which
affects direct and indirectly to Claytons supermarket in Yorkshire.
Political and legal factors: In UK there is dominance of Conservative and Unionist Party. The

liberal party leads the government in United Kingdom. The legal foundations in the
Yorkshire are very strong and that reflects the potency of UK.
Social and Cultural Factors: The Yorkshire area is very cultured and followed by the residents.

There are number of ethnic groups in Yorkshire which is very beneficial for the Claytons
supermarket and its strategies (Kotler, et al 2008). The human in the Yorkshire area are very
keen to the culture and literature and also there is no official language in Yorkshire.
Economic Factors: The Yorkshire is very economical strong that enables the Claytons

supermarket to take advantages for the various business opportunities but it must take care of
the potential risks. The only associated business issues with Claytons supermarket are
expansion and competitive environment that need to be handle well by the Claytons
supermarket for better growth and future environment (Lancaster et al, 2005). The

Yorkshires economic environment is very favourable and helpful for the Claytons
supermarkets operations and activities.
Technological Factors: The information technology environment (MacDonald, M, 1999) is

very strong in the Claytons supermarket because of the strong technological advancement in
Yorkshire area. Government of UK has also developed the technological strategies because
of it the trend in United Kingdom like E-Governance program which makes the supermarket
stronger.

Organisations capability for planning its future marketing activity

Claytons supermarkets capability is very strong to plan the marketing process because the
customers those are in number of 40000 in Yorkshire area and the profit of the Claytons
supermarket is around 750,000 per annum and also the all customers are very loyal to the
supermarkets products and services.

Techniques for organisational auditing and for analysing external factors

that affect Marketing planning
Based on the situation analysis or marketing audit above the PESTLE, PORTERs five force
model are needed to analyze that will affect the marketing planning as discussed above.

Organisational auditing and analysis of external factors that affect

marketing planning in the given situation
As analyse earlier that the macro-environment social, culture, political and legal factors are
the direct and indirect factors which completely affect the marketing planning for the given
situation of Claytons supermarket.

Main barriers to marketing planning

There are many barriers in the marketing planning that include different factors that restrict to
the new entrants in the market and also in the beginning of the new business in the new
competitive area. For example, there is need for the firm of large investments to establish the
new market for the customer loyalties. The other things are customer and supplier holding in
the market. There are more other barriers as discussed below:

Objective /strategy confusion: Claytons supermarkets marketing consultant found

that the strategy planning is also a problem there because of the different aspects based on the
customers, economic environment, and the products and services. The exact strategy of
developing the new plan is very difficult because of the based on one culture. The Claytons
supermarkets objective is to establish the new business in the other area 1 KM from the
existing area and there is the competitiveness of the TESCO Business. This creates confusion
for developing the marketing planning process to come up with the best plans that may lead
to the strong strategies for the Claytons supermarket.

Isolation of marketing function: Claytons supermarket mainly operates in the

Yorkshire area and the market is not that much isolated there but still because of the not
proper channel and distribution centres to the area it is quite competitive and tough to make
the marketing functions better and strong. Social and philosophical behaviours in the
different region also create issue. The advancement in the technology helps but need to
develop it perfectly.

Organisational barriers: The new change is not so early are adopted in the market if the
establishment is done in another cultural market where there is already a new culture present.
Competitor strategy and activity: This is the main barrier for Claytons supermarket to come
up with the best plans. TESCO is the main barrier as competitor (Miller, K, 2005) because of
its bargaining power in the existing market there. It is very typical to ensure the perfect
competiveness with the TESCO retail business. Not only this there might be some more
small retail chains which also have some part of the loyal customers towards them.

Customer expectation: The main barrier of the marketing and planning for the Claytons
supermarket is to know the exact requirement of the customers because every customer has
the specific demand and it is not possible to understand it easily until the products are served

to them in their own region based on the culture and environment. Thus, it can be said that
there are many other small-small barriers which need to analyse and accordingly have to
prepare the pan for the best marketing strategies.

Claytons overcome barriers to marketing planning

For the existing barriers in the market of retail business there is need to completely analyse
the cultural and market situation and the customer demand. First of all for the customer
demand, it is strongly recommend that there is need to open a small store first and then
promote the products to the customers and know what they really want or in other case it is
important to have the surveys from the customers to know their view and then open a small
retail as demonstration in the specific area (Nicholls, A & Opal, 2001). The marketing
functions are also need to make strong and reliable so the easy for the customers to buy the
product can be handled. Organizational barriers need to be reducing and the price must be
lower than the standard price because for the larger volume the profit will be higher even if
the price is less. Customer expectations are also necessary to know what the need of the
customers is and what will be the cost of that so that the reduction cost can be decreased.

Marketing plan for a product or service

Marketing plan for the supermarket
Effective planning is very essential aspects of any marketing because it ensures that an
profitable supermarket realises its marketing goals for present and future. If there is no
marketing planning or proper marketing activity the marketing scenario of the organization
may lead it to the inappropriate and waste resources and opportunities. There are different
ways of planning and marketing for the organization for its products and services in the local
and global market (Peter, J. P & Donnelly, J. H, 2002). Marketing planning includes auditing,
internal and external factors that influences the audiences or targeted customers, the brand
and image of the profitable supermarket in the marketplace.
The main benefits of the marketing planning for the profitable supermarket are to understand
the marketing barriers and how these barriers can be avoided in the real market to overcome
the barriers. Ethical issues are also important for the marketing plan because these ethical
issues define its products and services to the local and global customers and employees of the
organization that are perceived by them. The marketing ethical issues affect the overall ethos
and also lead the ultimate success of the profitable supermarket. The appropriate marketing
planning will also help to investigate and examine the profitable supermarket capability and
reach to its customers and how the profitable supermarket gets affected by the ethical issues.
Marketing plans also ensure the current market situations in the real market and gives the real
insight of the organization.

Techniques for new product development

The strategy for the marketing planning is necessary and it should be based on the technical
product development. The business objectives should be such that it meets the corporate
objectives. The operation relations between the customers and suppliers must be clear and
should be standard so that it should not create any issue. Marketing defines the corporate
boundaries so it must be followed by the corporate objectives. As there is a gap in the lower
price market so all products price should be low. Therefore it is necessary to have the best
marketing plan that follows the future strategic planning process of Claytons.
The strategic alternatives for new product development: The marketing planning process
should be based on SWOT analysis.

Strength: The Claytons supermarket has old history of strong customer support and quality
of the deliver products and services. Also the target area of the Claytons is very clear and up
to the business requirement. It will help in creating a strong brand among the customers.
Weakness: The Claytons business is not a global business and also not has millions of
customer base (Peters, T & Waterman, R, 1980). The earn profit for the last 90 years is not
reached at the significant level. Also the firm dont have reach to other business area except
than Yorkshire area.
Opportunities: As because in the other area the bargaining power, there is a chance to
minimize the standards price of the products and services in competitiveness to the market.
There are also no more retail firm like that so it is easy to setup a business there.
Threats: The customer might not be interested at the new business as because of the lack of
customer review. The new government rules and political situations may create issue in the
new market.

The strategic planning process

These are some strategies that need to be account by the firm to enter in the new market for
higher growth and success against the competitors in the market. There is also other
necessary implementation process like providing the facility of the online order and use of
debit, credit and other most used facilities that customer prefer a lot (Peck, et al, 1999). The
use of advance technology, digital marketing and self gift cards for the customers will also
help for the firm to create its own brand in the market. Marketing mix model of product,
price, place and promotion is also necessary to follow in the existing market to compete its
customers. There are other methods of marketing planning but these discussed above are
most effective.

Recommendations for pricing policy, distribution and communication mix

for the supermarket
Objectives in differing markets: The objective in the new market must be only as per the
requirement of the customers and lower price strategies with the good customer service.

Products and services: All products and services of the firm must be as per the modern need
and also should be customizing as per the instant demand by the customers. All products and
services should be for the lower prices only.
Pricing policy: The price of the products and services to the customers should not be higher
than the standard prices. The firm also offer some discount and some kind of loyal schemes
for the customers to increase the customer value.

Distribution: The firm need to have its own transportation system because that will help in
faster delivery and lowering the cost.

Factors affecting the effective implementation of the marketing plan

The effective implementation of the marketing plan is very necessary and there are many
factors which affects the marketing plan easily. The factors that will affect the marking plan
include business strategies, geographical location, and cultural environment, pricing
strategies, customer behaviour and the competitive analysis. The marketing plan is for the
customers and to sell the products and services but all these things depends on the customer
retention and the competitive analysis in the market (Wilson, R. M. S & Gilligan, C, 2005).
The best factors that affect are the cultural environment and the geographical location.
Cultural environment is important because every cultural has different requirement based on
the geographical locations because the competitive market is different. Also the external
analysis is important to decide on what price the marketing plan should be implement. For
example, if the same retail company offers the price of a specific product then if the same
company also proposes the same price for the product then it will be very difficult to compete
in the market. Therefore, for this the company needs to either the lower the price or to make
customer royalty.

Ethical issues in marketing

There are many ethical issues which affects the marketing planning process of Claytons
supermarket. Ethics in marketing is defined as a collection of all the theories which allows to
conduct rightly and making the decisions and shape so that organization or people can be
benefited easily. In the marketing principles the practicing ethics applies to the standards of
the fairness, and the morals either wrong or right which help in making the decision better.
Some of them are discussed below in briefly:

Ethical issues influence marketing planning

The ethical issues affect the marketing planning a lot because todays customers are more
aware of the social ethics and its implications on their life. Number of consumers only goes
for the products for that they have found the good reviews and quality use. The relationships
between the consumers and to the marketing activities are also important because the
motivating forces lead that. The market either can reach to the top or can down to the bottom
because of the ethical issues (Hague, P. N, 2002). The marketing people who define the new
ethic for the business or organization control all the ethics practices because it is their
decision to decide what to say or what not. So the marketing plan is influenced by their views
and thoughts. In case when the plan is prepared for promoting the products and services
through the use of the television, radio, or news papers, social media marketing then it is
important to manage that no other marketing plan should be offensive and should not create
the negative effect on the thought of the people. For example, some people find advertising
for all products promoting sexual potency to be offensive. Others may be offended when a
promotion employs stereotypical images or uses sex as an appeal (Brewster, C & Harris, H,
2004). This is fundamentally true that when the products and services are exported to the
overseas countries where the same marketing plan may carry the different meanings, it is
necessary to plan according to the overseas country not the native country marketing plan can
be applied there.

Supermarkets respond to ethical issues

Claytons supermarket resounds to the ethical issues by providing the cultural and social
importance to the society through its unique corporate social responsibility programs. Also it
takes care of its customer through the different engagement policies for their welfare. In a
market economy, a business may be expected to act in what it believes to be its own best
interest. The purpose of marketing is to create a competitive advantage. An organization
achieves an advantage when it does a better job than its competitors at satisfying the product
and service requirements of its target markets. Those organizations that develop a
competitive advantage are able to satisfy the needs of both customers and the organization.

Consumer ethics and the effect it has on marketing planning.

Consumer is the main backbone of the marketing plan in case of the retail business. It makes
huge impacts on the marketing plan directly and indirectly both ways. Marketing practices
depends on the consumer ethics as their thinking and ideas may differ country to country and
also it is based on the requirement of the customers. Marketing practices are deceptive if
customers believe they will get more value from a product or service than they actually
receive.

References
1. Brewster, C & Harris, H, (2004),Globalizing Human Resource Management , New
York
2. Hague, P. N, (2002) Management: Tasks, Responsibilities, Practices, Transaction
Publishers.
3. Kogan Page, Hall, J (2008) Market Research: A Guide to Planning, Methodology and
Evaluation 3 rd ed, Publishers.
4. Kotler, P, Armstrong, G, Wong, V & Saunders, J, (2008) Creative Arts Marketing 2
nd ed, Butterworth-Heinemann.
5. Lancaster, G. & Reynolds, P, 2005, Principles of Marketing , 5th European Edition,
Prentice Hall.
6. MacDonald, M, 1999, Management of Marketing , Burlington: ButterworthHeinemann.
7. Miller, K, 2005,Marketing Plans4th edn, Butterworth Heinemann.
8. P. J. & Charnov, B. H, 2000, Organizational Communication: Approaches and
Processes 4th ed, Thomson Wadsworth.
9. Nicholls, A & Opal (2001) Management, 3rd ed, Barron's Educational Series.
10. Peter, J. P & Donnelly, J. H, 2002, Fair trade: market-driven ethical consumption ,
Publisher SAGE
11. A Preface to Marketing Management 9th ed, McGraw-Hill Professional.
12. Peters, T & Waterman, R, 1980, Structure is Not Organization, McKinsey &
Companyconsulting firm
13. Peck, H, Christopher, M, Payne, A & Clark, M, 1999, Relationship marketing:
strategy and implementation, Butterworth-Heinemann.
14. Wilson, R. M. S & Gilligan, C, 2005,Strategic Marketing Management:
Planning, Implementation and Control 3rd ed, Butterworth-Heinemann.