Poundland Analysis
South Thames College of London
Strategic Marketing Management Unit 7 (CH004/TF9BA)
Assignment Submission Document
LIONEL BRICE MOCHE 1270897
LECTURER: John Sweeney
INTRODUCTION AND BACKGROUND
Poundland is a retail company, which was created in April 1990 by David Dodd and Stephen Smith. The company is a British based variety stock chain which sells every item in its stores for £1. The Slogan of the company is “Yes everything is £1”, and the head quarter is in Willenhall in the UK. As of in March 2010, it had 261 locations. The company is owned by Warburg Pincus, a leading global private firm which dominates the East coast of America. Poundland’s products are: groceries, consumer goods, electrical etc. The company revenue was £896 million in 2009, and had 7000 employees in 2010 (Poundland 2010). The company’s website is: poundland.co.uk
The aim of this assignment is to write a report that considers the principles of strategic marketing management of Poundland, by explaining and assessing the ways in which marketing may be benefit for the company, carrying out a marketing audit of the company with the use of established strategic marketing tools…etc The limitations of this exercise include data, and references.
1. MARKETING PLANNING
In this part of our report we will describe a suitable marketing planning process, and we will rely on the Malcolm McDonald planning process (Malcolm
Strategic Marketing Management Unit 7 (CH004/TF9BA)
Assignment Submission Document
LIONEL BRICE MOCHE 1270897
LECTURER: John Sweeney
INTRODUCTION AND BACKGROUND
Poundland is a retail company, which was created in April 1990 by David Dodd and Stephen Smith. The company is a British based variety stock chain which sells every item in its stores for £1. The Slogan of the company is “Yes everything is £1”, and the head quarter is in Willenhall in the UK. As of in March 2010, it had 261 locations. The company is owned by Warburg Pincus, a leading global private firm which dominates the East coast of America. Poundland’s products are: groceries, consumer goods, electrical etc. The company revenue was £896 million in 2009, and had 7000 employees in 2010 (Poundland 2010). The company’s website is: poundland.co.uk
The aim of this assignment is to write a report that considers the principles of strategic marketing management of Poundland, by explaining and assessing the ways in which marketing may be benefit for the company, carrying out a marketing audit of the company with the use of established strategic marketing tools…etc The limitations of this exercise include data, and references.
1. MARKETING PLANNING
In this part of our report we will describe a suitable marketing planning process, and we will rely on the Malcolm McDonald planning process (Malcolm
Bibliography: Malcolm McDonald. (2006) The Marketing Review. 6th edn. Westburn Publishers Ltd. pp 375-418 http://www.marketresearch.com/product/display.asp?productid=2732826&SID=76996654-496092435-419898685 [Accessed 02.12.2010]