SPEEDO IN UK

Marketing Plan for the Speedo International Limited



Table of Contents

Introduction3

Discussion3

The United Kingdom3

Five Forces Analysis3

The power of buyers3

Threat of new entrants4

The threat of substitutes4

The power of suppliers4

Competitive Rivalry4

Competitive Advantage of Speedo5

Target Groups6

Market Segmentation7

Market Size8

Targeting10

Positioning10

Marketing Mix11

Speedo Marketing Mix11

i. Equipments.12

ii. Performance13

iii. Health and Fitness.13

iv. Beach and Holidays.13

Value Chain16

SWOT analysis16

Strengths16

WeaknesseS17

Opportunities18

Threats19

PESTLE Analysis of UK19

Conclusion23

References24

Appendix26

Marketing Plan for the Speedo International Limited

Introduction

'Speedo' is a well-known brand name for every UK citizen. Speedo International is continually seeking progress to have a competitive edge in the global market. This paper provides a next-three-year marketing plan for Speedo. Speedo is one of the foremost makers of swimwearand swimming accessories. It is a top retailer of swimming items.

Discussion

The UK is one of Western Europe's largest economies and an important worldwide economic hub. Over the past 02 decades, the UK administration has really lessened public possession and enclosed the enlargement of social welfare programs. The UK is independent as far as basic foods are concerned. The agriculture sector, which is intensive, highly automated, and competent by European standards, creates about 60 percent of the country's food needs, and contributes 1.2% to GDP. (Halliburton 2009, 77-92)

Sport and Fitness

According to Sport England's Active People Survey 5, which was based on data collected in 2010, nearly 6.9 million adults aged 16 years and over in England participated in sport three times a week for 30 minutes at moderate intensity. This represented a modest increase from 2008, when the figure was 6.8 million. Male participation in sport rose from 20% to 20.1% during this period while female participation increased from 12.5% to 13.1%. In spite of these increases, the UK government appears unlikely to meet the ambitious goals that were set for increased participation in sports in the run up to the London 2012 Olympic Games.

The increase in sport participation was concentrated in the 35 to 54 years-old age group, with declines in participation among those aged 16 to 34 years and those over 55 years-old. Participation rates rose for the most affluent (18.4%) but fell for the poorest consumers (12.6%), a trend that may reflect the impact of the recession as well as access to sport facilities. Participation rates were found to be the highest in Yorkshire (17.2%) and lowest in the West Midlands (14.5%).

The most popular sports by participation in 2010 were swimming (355 million sessions), athletics (271 million sessions), cycling (265 million sessions), football (226 million sessions), golf (92 million sessions), tennis (49 million sessions), badminton (47 million sessions), squash (31 million sessions), bowls (24 million sessions) cricket (21 million sessions) and rugby union (20 million sessions). As well, 7.3% of adults in England swam at least once a month, 4.9% played football, 4.4% participated in athletics, 4.3% cycled and 1.9% played golf. In terms of organised sport, football was by far the most popular activity, with nearly 1.2 million people participating in competitive games regularly (at least once a month). This was followed by golf (just under 900,000 people), athletics (just under 700,000) and swimming (nearly ...