Market Strategy : Marketing Plan Essay

Market Strategy : Marketing Plan Essay

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3 Market Strategy (what) / Marketing Plan (how):

The writer ‘Nadine Pahl, Anne Richter’ says “SWOT analysis is beneficial tool for decision making, and understanding dependencies between companies and environment.” (Pahl and Richter, 2009)

In relation to Citizen Newsagent, strengths show 500+ stores across UK shows its presence, strong relations with distributors and suppliers, good service for a good customer experience, employees have the correct and enough knowledge about different products and service, the company reaches new consumers from providing new brands and goods.

Weaknesses show every newsagent caters a very small area, so impact is small, sales based on convenience so little customer loyalty, product substitution is difficult for customers, sometimes not all goods and services might match consumer preferences, this is why it’s important to launch goods which are suitable for vegetarians. Investment, loan with interest and start up and operating (running) cost may affect the business not to rapidly growth so quickly.

Opportunities show there is an increase customer base by enhancing service and product range, cover more geographical areas by opening more stores across Europe. There are many wholesale traders in that location, so it means different and new goods and services could be brought from wholesale.

Threats show large number of local retail newsagents opening up, supermarkets and hypermarkets offering low prices, consumers buying behavior changing with time and more inclined towards supermarket buying, other retail companies might launch new product or brands leading to few consumers obtained at newsagent. But also economic power and pressure, e.g. there is a UK recession, inflation rates includi...

... middle of paper ... aisles. If price increases consumers buy less goods and quantity. There will be buy one gets one free, special offers, best buy provided on food and drinks i.e. chocolate, sandwiches, crisps, biscuits and drinks. Understanding consumer’s disposable income is important to determine what price to set for certain goods.
Place- Newsagent will operate near subway station; this is a busy town and local community. There are many tourist, residents and people from work going by who can purchase souvenirs. This location was chosen as consumers will have to good transport and parking facility to come to the market.
Promotion- Citizen Newsagent will be made aware by words of mouth, designing and distributing banners, leaflets, cards, and poster on street and door to door. TV advertising isn’t necessary as it is too costly. This will bring many consumers to the market.

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