MARKETING PLAN

Marketing Plan

Table of Contents

Executive summary3

Introduction4

Business mission4

External situation analysis5

Internal marketing audit5

Marketing mix effectiveness5

Marketing structures and systems8

SWOT analysis10

Marketing objectives11

Strategic objectives11

Core strategy11

Target market11

Marketing mix decisions13

Segmenting13

Targeting15

Positioning16

Financial Objectives18

Organization and implementation19

Conclusion20

Marketing Plan

Executive summary

Thornton's Plc is engaged in manufacturing, retailing and distribution of confectionery and related sweet food products. The business mission of Thornton's Plc is the delivery of heavenly chocolate around the world. The political analysis indicates that the company is functioning well and providing services with its outlets. The economic analysis observes that high rate of interest in economy and devaluation of currency has made huge losses for the company. Technological analysis includes installation of EPOS (Electronic-point-of-sale). Thorntons Plc differentiated its products through customer expectations a step further by communicating with customers. Thorntons Plc aims to enter the international market with an objective to target kids and teens that love sweets and chocolates. Thorntons Plc needs to be structured to support this strategy if it is to work well. However, there are limitations. Thorntons Plc needs to be more focused on the market segmentation for their product line.

Thorntons Plc needs to focus more on the distribution and try to expand their coverage in the market. Thorntons Plc needs to promote their new products with the out class feature of branding along with the edge of low prices for the price sensitive-buyers. The online stores are the main need of Thorntons Plc these days with the free shipment and home delivery service. Thorntons Plc may choose to operate in one or more geographic areas or operate in all areas, but paying attention to the different needs and preferences in the geographical areas is a must. Thorntons Plc may target customers that belong to elite class according to their preferences. Thorntons Plc must go online in order to make its business big and to overcome the current challenges that are faced by the company.

Introduction

The aim of this report is to focus on a UK based company. For this report, Thornton's Plc is selected. The paper will be discussing the current marketing strategies of the company and new marketing mix strategies will be recommended. It will include situation analysis, SWOT analysis of the company, its marketing and financial objectives, marketing strategy, sales forecasts & timetable, and the budget for the proposed. Formally, the development of a marketing strategy involves: the diagnostic analysis (analysis external, internal analysis and diagnosis), target settings. Also, the choice of options fundamentally the (target, source volume, positioning, brand) and priority setting before developing a marketing strategy must be assessed. In addition, the formulation and evaluation of the marketing mix is also an integral part of developing marketing strategy a company.

Thornton's Plc is engaged in manufacturing, retailing and distribution of confectionery and related sweet food products. It produces and distributes chocolates, continental chocolates, dark chocolates, milk chocolates, mint chocolates, white chocolates, chocolate truffles, fudges, toffees, gifts and presents, corporate gifts, and wedding favours through its retail and franchise outlets. The company primarily operates in the UK and ...