Speedo Marketing plan

TABLE OF CONTENTS

TABLE OF CONTENTS 1
I. Introduction 3
II. Business Environment Analysis 3
2.1. SWOT Analysis: 3
i. Strengths: 3 ii. Weakness: 4 iii. Opportunities: 4 iv. Threats: 5
2.2. PEST ANALYSIS: 5
2.3. Five Forces Analysis: 7
i. Competitive Rivalry: 7 ii. Threat of new entrants: 8 iii. The power of buyers: 8 iv. The power of suppliers: 8
v. The threat of substitutes: 8
III. Segmented Market & Positioning 9
3.1. Potential for developing market and products line 9
3.2. Two appropriated target markets 9
a. Segmented market 1: Target for Adult Athletes 9
b. Segmented market 2: Target for Children 11
IV. Marketing Plan _ Marketing Mix Strategies 14
4.1 Marketing Objective 14
4.2 Product 14
4.3. Price 16
4.4. Place 17
4.5. Promotion 18
4.6. Budgeted plan 23
V. Recommendation 25
VI. Referencing 25
Ellen Gandy (2012); “A new and improved Speedo swimsuit? Not for me, thanks”; London 2012, Olympic dairies; posted at 27th February 2012, access on 21st May 2012; available at 26 http://www.guardian.co.uk/sport/london-2012-olympics-blog/2012/feb/27/ellen-gandy-olympic-diary 26
Elizabeth Pears (2012); “Speedo UK seeks brand boost in run-up to London 2012 Olympics”;{online article}; prweek.com, posted at 25th January 2012, access on 21st May 2012; available at: 26 http://www.brandrepublic.com/news/1114027/ 26
Leonie Barrie (2012); “UK: Speedo, Puma to discuss supply chain sustainability”; {online article}; just-style.com; posted at 13th February 2012; access on 21st May 2012; available at: 26

I. Introduction
Speedo is one of the leading brands in the swimming wear, established in 1910 by Alexander MacRae in Scotland _ a young entrepreneur. Speedo has used the traditional distribution channels to sell their products as well as developing new distribution techniques such as marketing, online sales (Kotler et al, 2009, pg 169-398). For example, Speedo has spent millions "Sheffield-based agency Quba that has provided a banner