STRATEGIC MARKETING PLAN

Strategic Marketing Plan for Women Clothing Retail UK

Strategic Marketing Plan for Women Clothing Retail UK

Introduction

The progressive integration of the world economy and the associated increase in the complexity of the task accomplishment pose significant challenges to the management of modern enterprises. The key drivers of this process are political-administrative (successive liberalization, deregulation and privatization) and specialized divisions (improved transport, information and communication technologies). Steadily rising international commodity, financial and investment support in this global economic development and accelerate at the same time increases the international competition in the market (Bikhchandani & Welch 2008, pp. 992- 1026). This increases the importance of strategic marketing for the company, because without a well defined and effective marketing plan a company will not survive in the present day competitive environment. For this assignment, retail industry of UK has been chosen, because supermarkets associated with retailing in UK are referred as the most competitive markets all around the world. The state of profit margin between companies operating in this industry is very thin, but, requires for their overall progress. The UK market is dominated by Sainsbury's and Tesco, two giants of the supermarket industry in UK and all over the world.

From these two giants, I have selected Tesco Plc's Women Clothing Section for this assignment because Tesco, the largest retail chain of UK and third largest chain in the world employing around 440,000 people in 13 markets with around 280,000 in the UK. On an average over 30 million people visit Tesco throughout the world every week. Tesco is one of such organizations that have given tremendous attention to its strategies to cope with all kind of challenges and to gain competitive advantage. However, Tesco's women clothing section is also attracting large segment of women population of UK.

External Audit of Tesco

PESTLE Analysis

All organizations can be affected to a lesser or greater extent by macro forces, i.e. political forces - legal, economic, technological and social, whenever companies occasionally try to influence legislation or through R & D pioneering new technology or changes to strengthen its strategic position or to discover new opportunities. Macro forces generally are not under the direct control of companies, therefore, the purpose of the strategic direction is to enable the organization to act effectively to threats and environmental constraints and opportunities emanating from the same (Grubb & Grathwohl 2006, pp. 22-27). To meet this objective, strategic leaders must identify and analyze how expression of these macro-forces in relation to the company.

Political and legal Forces

Usually trends are given by laws, regulations, government regulations etc, example is the set of laws and regulations of the United States government against our country. Tesco is the largest retail group of UK and thus women clothing section of the company, and because of such popularity of Tesco, not only has to value the opinion of customer but has to change its policies as per the customer demands. This factor makes Tesco women clothing section vulnerable to conspiracy, because if the competitor or some ally of ...