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British Home Stores Marketing Plan
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Lecturer – Paul Green, Greame Stephen

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Executive Summary
British Home Stores is a UK based department store privately owned by the Arcadia Group since 2009, targeting to the family market selling clothing and home ware items throughout the UK and internationally. As marketing consultants of BHS we have advised and develop a marketing plan proposal to re-establish the brand as a British family favourite high street store. Regarding our market research we have found that BHS has a place in the market as people are still spending high volumes in the retail industry. In addition, due to the current recession the public are buying more …show more content…

The weaknesses such as low customer loyalty, and low company profile can potentially be acted upon and eliminated through by introducing a marketing strategy. This puts the company in a very strong position.

P | EU legislation UK legislationHealth & Safety | E | Recession Inflation/Exchange ratesTax rates | S | Social media DemographicsTrends | T | New technologyAdoption of Electronic Point of sale | L | Legislation | E | Recyclable goodsFairtrade Products. |

2.0 Research
2.1 Market Research
In a report by Keynote (p.1, 2012) it was estimated that the UK Clothing Retailing Market (Womens, Mens and Childrens clothing and clothing accessories) reached sales of £43.1 billion and increased by 3.3% in 2011. Many consumer markets have been affected by the recession with the clothing retailing market being no exception. It has been slow to recover from the recession and so the market is still not reaching

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