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: Debenhams (2010), Debenhams’s website. Available at: http://www.debenhamsplc.com/deb/aboutus/overviews/ ( Accessed: 27 June 2010) Finch.J (2009), Guardian’s website. Available at: http://www.guardian.co.uk/business/2009/jan/06/marksspencer-debenhams (Accessed: 28 June 2010) Anon (2010), swot-pest-porter’s website. Available at: http://swot-pest-porter.com/modules/info/index.php?content_id=32 ( Accessed: 3 July 2010) Knighton.G (2003), practicallaw’s website. Available at: http://uk.practicallaw.com/7-102-4695 (Accessed: 2 July 2010) Anon (2009), businessteacher’s website. Available at: http://www.businessteacher.org.uk/free-marketing-essays/marketing-retail-assignment/ (Accessed: 2 july 2010) Debenhams (2010), Debenham’s website. Available at: http://production.investis.com/deb/media/pressreleases/2009pr/2009-04-23/2009-04-23birdwird.pdf ( Accessed: 5 july 2010) Jane (2007), utalkmarketing’s website. Available at: http://www.utalkmarketing.com/pages/Article.aspx?ArticleID=1829 (Accessed: 4 July 2010) Baker.R (2010), marketingweek’s website. Available at: http://www.marketingweek.co.uk/sectors/retail/debenhams-has-faith-in-shoe-chain/3015382.article (Accessed: 6 July 2010).

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