Strategic marketing management: Debenhams

Résumé du document

We shall assume that we are Debenhams' , a well-known department store in the UK on the clothing market. The aim is to put in place a future marketing plann with a clear strategy. But before that, a rather weighty analysis is necessary. Concerning the external audit, we observe that political and economic factors are as a whole rather stable, that sociocultural elements are positive and that technology evolves in the right way. The internal audit reveals that Debenhams is everywhere in the UK and is beginning to expand at the international level. Its competence area is rather completed but the company has some experiencing financial difficulties the last few years.

Furthermore, sales have begun to run out of steam. We observe that clothing market on British territory is extremely competitive. Indeed, we find very different actors: specialists, supermarkets, mixed goods retailers, etc. We also know that English pay heed to their appearance and they are attracted by fashion. But purchase habits of British people as well as their expectations evolve continually.

Extraits

[...] To control the risk, it is necessary not to stay in the unknowing and the uncertainty. For that purpose, Debenhams must to collect a maximum of information (for example on customers) and knowledge (for example on clothing market). Then, the Company must to measure risks and especially watch closely the strategy put in place. - 27 - 3 - Strategy Identification of development is establish on developed new service in a very small market, as shows us Appendix 53 (“Ansoff Matrix”) (Exploring Corporate Strategy : 341): we are situated in diversification position. [...]

[...] The aim is to put in place a future marketing planning with a clear strategy. But before that, a rather weighty analysis is necessary. Concerning the external audit, we observe that political and economic factors are as a whole rather stable, that sociocultural elements are positive and that technology evolves in the right way. The internal audit reveals that Debenhams is everywhere in the UK and begins to spread over at the international. Its competence area is rather completed but the Company lives some financial difficulties about these last years. [...]

[...] More, any department stores like Debenhams has launched this concept. Differentiation is Debenhams' strategy for sustainable competitive advantage because it consists on distinguishing of competitors and the aim is to perceived benefits. Competitive marketing startegy is the attack because Debenhams is one of market leader and we answer at new needs never before seen among competitors. We are located in a niche startegy because the Company make efforts towards a particular service and a target segment defined, not towards a mass market already occupied by important competitors. [...]

[...] and Stern P. (2006 4th Edition) Marketing Management and Strategy. FT Prentice Hall Johnson G., Scholes K., Whittington R. (2006 7th Edition) Exploring Corporate Strategy. Spain: FT Prentice Hall Kotler P., Keller K., Dubois B., Manceau D. (2006) Marketing Management. Paris : Pearson Education McDonald M. (2004 5th Edition) Marketing Plans. United Kingdom. McDonald M., Morris P. [...]

[...] Communication objectives are knowledge, comprehension and persuasion - Budget Magazines Magazine Base fee Quantity of magazines Inside front cover page Period TOTAL Thematic monthly magazines Notices Conception + Impression Quantity of department stores TOTAL Communication budget of the advertising campaign amounts of: - 36 - 6 - Control Customer satisfaction To know if the service answers at customers expectations, Debenhams can submit them satisfaction survey, once the service consumed. They will fill in a questionnaire in department store or on the Companie's website. [...]