STRATEGIC MARKETING PLAN

Strategic Marketing Plan for TNT



Strategic Marketing Plan for TNT

Introduction

The paper is a Strategic Marketing Plan for TNT, building on the situation analysis and SWOT. The structure of marketing plan includes a summary that highlight plan and its objectives, an extended marketing strategy, which includes the company's mission, marketing objectives, target markets and positioning. Further, the plan proposes a marketing mix which describes major elements with activities, schedules, and responsibilities for each program. Moreover, estimated budget, sales/revenue forecast and control (implementation, evaluation and measurement) is also described.

Situation Analysis

Thomas Nationwide Transport (TNT) was founded in Australia by Ken Thomas in the year 1946. At that time, Thomas started the business with just one truck. Today TNT is a business leader in the services of business to business (B2B) express delivery services. Starting with a single truck, today the company uses roads as well as air transport services to serve customers in more than 200 countries. TNT is a well established global organization, which employs more than 10,000 people in the United Kingdom. In the United Kingdom, the company has two operating divisions as shown below.

TNT express network comprises of 70 sites that provide an on-demand services of collection and delivery to businesses from one place to another. The other is a TNT business solution which provides a huge range of documents management services including storage of records and printing of promotional documents.

Organizational SWOT

SWOT stands for strength, weaknesses, opportunities and threats. Strength and weaknesses provide a broader view of a firms internal environment whereas, opportunities and threats provides a view of company's external environment (Moorthy, 2005, p.262). TNT's SWOT is outlined as follows.

Strengths

Widespread network

Brand image

Weaknesses

Slow growth of mail industry

Lack of scale

Weak existence in Asia and America

Opportunities

Development in China

Increasing trend of online shopping

Acquirement of Mercurio

Threats

Concentrated competition

E-substitution

Economic decelerate in Europe

Strategic Marketing Plan

Executive Summary

This section thoroughly summarizes TNT's strategic marketing plan. Different components of the plan have been developed including marketing strategy, marketing mix, estimated sales forecast, marketing budget expanse and control plan. These phases or components of TNT's strategic marketing plan further consists various components. Marketing strategy thoroughly explains TNT's mission statement and links the mission with marketing objectives.

The aims to develop TNT's marketing objectives are mainly concerned with effectiveness rather than just efficiency and planning for the future. Marketing strategy further consist TNT's target market and company's positioning strategy. TNT targets diverse consumers in more than 200 countries. Its target market consists of a broad range of businesses as well as individuals including both, males and females.

Next section of the marketing plan explores TNT's marketing mix strategy. In this strategy, all the 7 P's of marketing, that is, product, pricing, promotion, place, people, process and substantial evidence are developed. These have been developed in context to TNT's marketing objectives.

The next two sections of strategic marketing plan include budget outlay and control plan. Budget estimates marketing expanses for the current quarter and sales forecast for the same period. The objective of budget estimation is to find out the expanses ...