Impact of Global Marketing Environment and Strategies in Bp Retail Servicess in

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CONTENTS

1) BACKGROUND OF THE COMPANY...................................................2 1.1) SITUATION ANALYSIS..........................................................................2 2) MACRO ENVIRONMENT- EXTERNAL ANALYSIS.........................3 2.1) PESTEL.....................................................................................................3 3) MICRO ENVIRONMENT- EXTERNAL ENVIRONMENT................6

3.1) PORTER’S 5 FORCES.............................................................................6 4) MARKET SEGMENTATION..................................................................10 5) INTERNAL AUDIT...................................................................................13 5.1) RESOURCES AUDIT..............................................................................13 5.2) DIFFERENTIATION AND CAPABILITIES.......................................14 6) SWOT ANALYSIS.....................................................................................15 7) MARKETING PLAN.................................................................................16 7.1) COMPANY’S OBJECTIVES...................................................................16 7.2) STRATEGIES............................................................................................16 7.3 MARKETING MIX.....................................................................................17 8) BUDGET BREAKDOWN..........................................................................18 9) APPENDIX...................................................................................................19 9.1) AN OFF MATRIX......................................................................................19 9.2) PRODUCT LIFE CYCLE..........................................................................20 9.3) IMPLEMENTATION PLAN.....................................................................20 10) REFERENCES...........................................................................................22

1) BACKGROUND OF THE COMPANY:
Debenhams was first acquired Marshall & Snelgrove and then was followed by Harvey Nichols and Browns of Chester. The company first figured in the London Stock Exchange in 1928 and from then the company started to expand. In 1985 the Burton Groups took the company but they demerged and Debenhams was a separate company again(Debenhams, 2010). The company started expanding in the 1990’s and set up stores outside UK. Few store offer personalized service to the customer while shopping. The customer has to make a prior appointment to shopping and they will be guided by personal shopper while shopping(Anon, 2009)

The company sells clothing and accessories
under a number of segments: health and beauty, Christmas, wedding services, womeswear, menswear, young fashion, food services, home, children's and fashion accessories. The stores of the company vary widely from each other and some of the stores do not have all the segments (Debenhams, 2010)

Debenhams has a strong presence in Strong presence in UK. They also offer online shopping to the customers. This shows the company’s dedication and commitment towards the customers in bring more value and great services. The company’s has a mix of their own brands and world class international brands. The stocks are ensured that it lasts only till the current trend is there in the market. The Designers at Debenhams collection stocks a range of designer labels that give value for money. The designer ranges are available in almost every department ranging from home ware to lingerie and accessories( Debenhams, 2010).

1.1) SITUATION ANALYSIS:
Debenhams have good market progress in children wear and home wear and had good sales performance from their own brand products. The exclusive Designers at Debenhams portfolio extended new brands principles by Ben de Lisi. They opened 4 new stores and

created jobs for over 400 people. They...
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