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Chapter 1. TOPSHOP Inc. and its system of strategic marketing to reach the goals
1.1.Organizational and economic characteristics of the company……………………….4
1.2. Strategic marketing in TOPSHOP Inc…………………………...7
1.3. Application of the system of strategic marketing at TOPSHOP Inc.……………………………………....13
Literature used in the essay……………………………………………...…18
1.Aaker, David Strategic Market Management 2008
2.Baker, Michael The Strategic Marketing Plan Audit 2008
3.Hausman Marketing Letter Definition of Marketing Series
4.http://www.marketingthatworks.tv/marketing-explained-in-short-easy-words/definition-of-marketing-series-marketing-strategy.html MarketingThatWorks.TV Marketing Strategy
5.Marketing basics Marketing strategy based on market needs, targets and goals
the impossibility of long-term planning;
No folder orders;
lack of clients;
the problem of transporting finished products (technical equipment);
the lack of analysis of information on consumers;
the lack of a clear strategy;
stable release of metal (200 tmes);
improve product quality through new technologies;
competitiveness by increasing production;
increasing production space (expansion).
bitterness of competition;
the loss of manpower due to unstable earnings;
competitors market exclusion.
1.2. Strategic marketing in TOPSHOP Inc.
Analysing TOPSHOP Inc., it is important to identify its weaknesses. The most important ones:
the absence of a permanent market;
the impossibility of long-term planning;
Показать всеty to scale up.
Identify these problems had provided financial, economic, etc. documentation.
Learning Charter, you can observe the lack of mission and business strategy. Both of these concepts are limited to the existence of a purpose, etc.
Solving these problems will lead to:
It is possible to have permanent folder orders;
the uniform, not a single orders and dealing with clients;
timely and strategic planning;
provide technical, technological, design, and the surveillance equipment, equipping, etc.
the possibility of concluding agreements for manufacturing products from organizations located outside of the city (district, area, neighboring towns).
Most importantly, the plant has only one-time orders that are constantly changing. The number of units of a product are limited and unstable. Absolutely no future orders folder, so that it is absolutely impossible to long-term planning, speech strategy is not altogether. The company also totally devoid of image, logo, trademark, while the head is absolutely not familiar with the concept of the brand. All of this leads to relevant issues. Development of branding, owing to a lack of marketing service.
For example, there is no recognition of the enterprise by name, the efforts towards in circles, etc., see the lack of a sufficient number of regular customers, the lack of folders and, as a consequence, the impossibility of long-term planning.
This situation is due to the fact that the enterprise has not investigated the market. Plans are only qualitatively 1-2 months in advance, although written for a year, but, in fact, run only on 30%. Sales service exists only formally. Marketing service non-existent and not planned in the near future.
1.3. Application of the system of strategic marketing in TOPSHOP Inc.
The system of strategic marketing – the only apparent solution to the problems of the enterprise.
For the implementation of the marketing strategy, the company must carry out the following activities:
selection of target market segments;
positioning of goods on the market.
For TOPSHOP Inc. is essential to create your own image, create a brand and design trademarks and logos to find their consumers, take your own niche and obtain the maximum profit. Such work should be dealt with by the marketers. Therefore, the priority still is the creation of a marketing department.
Marketing service, established at TOPSHOP Inc. will have to research the market, development of marketing strategy and planning of marketing activities.
Marketing Department – a specialized unit responsible for achieving the company's marketing objectives and having the right to control and adjust the activities of other units. Main functions: to collect, analyze market information, description and selection of the most favourable and promising segments; forecasting in production; selection of optimum distribution channels; burndown of requirements for the image of the company; finding ways to promote products on the market; control of financial, personnel, research, design and technological action enterprises.
Marketing plans need to STATE in a timely manner and in specified proportions update the range of goods and services, balance the price changes, develop marketing activity. Ultimately, marketing plans give clear answers on what needs to be done, who is responsible and is the Executive Director, which must be met, what will be the results, and how much will cost the firm a planned activity.
The Marketing Department will analyse the STATE of the market. Making market research plan must be based on the firm's strategic choice in respect of the goods, their assortment, groups of customers and sales channels. You need to define the Basic objects of study: market segments and target groups of customers (including specific preference for quality products, and ways to promote sales, the real capacity to pay); commercially available products and price levels; strategy of competitors; existing and possible sales channels. Then you define dates and regions research, research personnel (including inviting experts from the consultancy firms). The plan should reflect the research toolkit; in such a case, it will be easier to identify the required resources to implement it.
You must also plan for the development of the market, the travel of staff of TOPSHOP Inc. (travel on Exchange of experiences, training, contracts with customers, etc.), training of various categories of professionals, information services, etc.
After planning a crucial link in the marketing strategy is the management, operational management and marketing activities – controlling. Its original database-information on operational level challenges comparison with the level of the initial phase and the planned level. Based on the correlation of this information will be current course correction. Strategic controlling marketing should manage the firm's potential, ensuring its future. Significant differences between desired performance level can lead to a change of strategy, and even review the common goals of the firm.
Development of marketing strategy of enterprise TOPSHOP Inc. should build as follows:
1. the definition of financial and marketing goals of the company: Скрыть
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