Selfriges Marketing Analysis and Strategy

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1. INTRODUCTION 2

1.1 SITUATION ANALYSIS 2

2. MARKETING AUDIT 2

2.1 MACRO ENVIRONMENT 2

2.1.1 POLITICAL FACTORS 2

2.1.2 ECONOMICAL FACTORS 2

2.1.3 SOCIAL FACTORS 2

2.1.4 TECHNOLOGICAL FACTORS 2

2.1.5 LEGAL FACTORS 2

2.1.6 ENVIRONMENTAL FACTORS 2

2.2 MICRO EXTERNAL ENVIRONMENT 2

2.2.1 THREATS OF NEW ENTRANTS 2

2.2.2 THREATS OF SUBSTITUTE PRODUCTS 2

2.2.3 BARGAINING POWER OF SUPPLIER 2

2.2.4 BARGAINING POWER OF CUSTOMER 2

2.2.5 RIVALRY 2

2.3 MICRO INTERNAL ANALYSIS 2

2.3.1 CUSTOMER SEGMENTATION AND TARGETING 2

2.3.2 COMPETITORS 2

2.3.3 BRAND 2

2.3.4 DISTRIBUTION 2

2.3.5 PRODUCT 2

2.4 INTERNAL ANALYSIS 2

2.4.1 PHYSICAL RESOURCES 2

2.4.2 HR AND SKILLS 2

2.4.3 FINANCIAL RESOURCES 2

2.4.4 INTANGIBLE RESOURCES 2

2.4.5 COMPETENCES 2

2.4.6 CAPABILITIES 2

2.5 SWOT ANALYSIS 2

3. MARKETING PLAN 2

3.1 OBJECTIVES 2

3.2 GAP ANALYSIS 2

3.3 STRATEGY 2

3.3.1 GROWTH STRATEGY 2

3.3.2 COMPETITOR STRATEGY 2

3.3.3 POSITIONING STRATEGY 2

4. IMPLEMENTATION PLAN 2

5. BUDGET AND CONTROL 2

6.