Kirkcaldie & Stains

5881 Words Nov 21st, 2013 24 Pages
1.0 Executive Summary

This report analyses the current market for the Kirkcaldie & Stains department store and the areas that need improving based on the findings for the market analysis. The remote environment is analyzed through conduction a PESTE analysis showing that technological factors are one of the biggest contributors to the changing retail industry along with economic factors changing consumers shopping habits. The macro environment analyzed through a TOWS analysis, competitor analysis and customer analysis shows that the greatest threats include the online market, not having a broad target market and the physical presence inside the store does not align with Kirkcaldie & Stains image that they want to portray to their
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7.0 Marketing Strategy Plan..................................................................................................11
7.1 Marketing Objectives.........................................................................................11
7.2 Overall Strategy.............................................................................................11-12
7.3 Profitability Objectives...............................................................................12-13
7.4 Marketing Mix.......................................................................................................13
7.4.1 Promotion.........................................................................................13-14
7.4.2 Pricing........................................................................................................14
7.4.3 Product......................................................................................................14
7.4.4 People.........................................................................................................14
7.4.5 Processes...........................................................................................14-15
7.4.6 Place............................................................................................................15
7.4.7 Physical......................................................................................................15
7.5 Brand

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