MARKETING PLAN OF ROYAL MAIL PLC

Marketing Plan of Royal mail plc

Introduction1

Task 12

PEST Analysis2

SWOT Analysis3

Strength3

Weaknesses4

Opportunities4

Threats4

Barriers5

Isolation of Marketing Functions in the Organization:6

Task 37

Objectives:7

Marketing Strategy7

Positioning8

Market Segmentation8

Marketing Mix9

Product9

Place9

Price10

Promotion10

Budget11

Evaluation11

Task 412

Ethical Marketing12

Ethical Issues in Marketing12

Royal mail plc 's ethical policies in planning13

Marketing Plan Royal Mail Plc

Introduction

The competitive world of marketing is changing rapidly; it is difficult and more valuable now to keep up with the continuously changing scenario in order to stay competitive. With the changing pattern of marketing planning, it is of concern that companies keep changing their strategies as according to eh market needs.

Royal mail plc is the leading post service provider in Britain. It is a global chain of post servicing that has its basis in United Kingdom. It deals mainly in general items and mails for posting it from one place to another (Scott et.al, 2013 pp. 371).

Royal mail plc in UK has the largest operations within all the countries where Royal mail plc is present. Royal mail plc has more than 3000 stores in UK alone, and it employs around 310,000 employees from UK alone. Likewise, UK alone has the most shares in the profits and sales of Royal mail plc all over the world.

Royal mail plc was the world's first online post service provider. It has around more than 2 million GBP sales right now from its online section throughout the world. There are many exclusive services that Royal mail plc 's customers are entitled to, which include click & collect service, club card service and Royal mail plc 's talking shop. Royal mail plc owns the two largest food brands in the entire UK, which are Finest and Everyday value with each having sales of more than GBP 1 million.

The six key priorities of Royal mail plc include colleagues & service, Price & Value, Range & Quality, Stores & Formats, Brand & Marketing and Clicks & Bricks.

Task 1

In order to take a deeper look in Royal mail plc's situation we are doing a situation analysis by conducting a PEST and SWOT analysis on Royal mail plc .

PEST Analysis

Political and legal factors: The country has Conservative and Unionist Party in dominance. There is liberal Democratic Party that leads the UK government. Legal foundations for the economy are developed in the country that reflects the potency of UK in terms of its legal structure.

Political Factors: The country is being lead by a unionist and conservative party, which is being governed by a liberal and Democratic Party. The legal policies developed within the country are mostly reflecting the country's point of view.

Economical factors: UK has one of the strongest and stable economies of the world, but there are almost potential threats to the economy in one way or the other and thus it needs to beware of those and take care of them appropriately in order to keep the economy stable. UK also has one principal advantage for conducting business operations, which is the strong value of its currency that ...