Marketing Plan for Fair-trade Products

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�PAGE � �PAGE �3� Marketing Plan

Marketing Plan for Fair-trade Products



Table of Contents

Executive Summary……………………………………………………………………3

Introduction…………………………………………………………………………....4

Situation analysis…………………………………………………………………..…..4

Objectives……………………………………………………………………………..12

Marketing Strategy - STP.…………………………………………………………....13

Marketing Strategy-Models and themes………………….…………………………...14

Marketing Programs…………………………………………………………………..15

Marketing Budget……………………………………………………………………..16

Evaluation & control………………………………….……………………………….16

Contingency Plan……………………………………………………………………...17

References……………………………………………………………………………..18

Appendices…………………………………………………………………………….20



Executive Summary

This paper has discussed about the marketing plan developed for the Fair-Trade cotton product of Tesco Plc that is the biggest retail series of U.K. The marketing plan for Fair-Trade cotton has enclosed numerous significant topics that are important to knob the marketing issues & challenges posed by the internal and the external environmental factors. It has discussed situational analysis in which organizational strategy, porter's five forces, customers, SWOT analysis and marketing effectiveness review has been described. In the objective piece of the marketing plan, mission, vision, corporate objectives and marketing objectives have been discussed that are based on SMART pattern.

In the section of marketing strategy, segmentation, targeting and positioning strategies have been discussed. Marketing models sections provides the strategic alternatives, generic strategies, competitive strategies and other major aspects such as innovation and branding. Integrated mix part of the marketing plan, seven P's like product, price, promotion, place, people, processes and physical evidence have been discussed in the marketing plan. Marketing budget has also been discussed in which staff requirement, resources, timing and marketing expense have been covered. Evaluation & control has also been enclosed in the marketing plan, which covers the key performance indicators. Apart from this, contingency plan is also an ingredient of the marketing plan.



Introduction

To remain competitive in the market and sustain the position of a market leader, companies are developing some effective marketing plans for their products. Marketing plan is the enlivening action for the company to give breath to its business. I have chosen Fair-Trade cotton product of Tesco Plc for the marketing plan that is the largest British retailer and running its business brilliantly in the retail industry. Tesco plc is an international general merchandising and grocery retailer. It is the biggest UK based retailer on the basis of global sales and domestic market share. It was established in 1919 by Jack Cohen (Tescoplc). UK stores of the company are segmented into six formats that are Tesco Superstars, Tesco Extra, Tesco Express, Tesco Metro, One Stop and Tesco Homeplus (Tescoplc 2009).

By following Wal-Mart and France's Carrefour, Tesco plc is currently the third key global retailer according to the revenue. In terms of profitability, it is the second biggest, after Carrefour (Tescoplc). In the beginning, the company had specialization in beverage and food business, but later, it expanded into segments like clothing, consumer electronics, financial services, telecom, health, home, dental plans and car insurance. Other areas in which the company is operating are CDs, music downloads, retailing and renting DVDs, software and Internet services. Tesco is operating well into its divided segments throughout the world, but there is a need to have a competitive marketing plan for its Fair-Trade cotton in order to harvest the benefits provided by the ample opportunities of global marketplace. Marketing plan for Fair-Trade cotton of the company will be discussed in the next section.

Situation Analysis

Situation analysis is a...
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