SPEEDO COMPANY

Marketing Plan for Speedo Ltd

Table of Contents

Introduction:7

A.Environmental appraisal analysis:9

I.Organisational environment:9

1)Finance:9

2)Marketing:10

3)Production:10

II.Macro Environment:10

1)Politics:10

2)Legislation11

3)Economic:11

4)Environmental12

5)Social:12

6)Technological:9

III.Micro environment:9

1)Customers:9

2)Competitors:10

3)Channel of Distribution10

4)S.W.O.T Analysis:20

5)Market Penetration:21

B.Market Segmentation23

I.Target market:25

1)Geographic:25

2)Demographic:26

3)Psychographic:28

4)Behavioural:29

C.Differentiated Marketing Mix31

I.Brand Positioning:31

II.Identifying marketing mix:31

III.Marketing Objectives:32

1)Sport jackets for men between 30 to 39 years of age32

2)Blue Ocean Strategy: Sports Costumes (Golf, Tennis, Football) for men between the ages of 20 and 2934

3)Accessories36

4)Footwear37

5)Speedo Digital37

6)Swimwear37

IV.Financial highlights of Speedo:40

V.Comparison of Speedo UK with other brands18

Conclusion:19

References17

Appendix20

Marketing Plan for Speedo Ltd

Introduction:

Speedo Company was established in 1914 in Australia by a young Scot named Alexander MacRae, he started underwear production in the name of MacRae Hosiery manufacturers (Mail Sports, 2012). Speedo manufactures swimsuits in addition to several other products such as fashion and fitness swimwear, children swimwear, water shorts, active wear and fitness accessories. Speedo is the leading swimwear producer in the UK, and has a presence in over 170 countries across Europe, North America, Australia and Asia.

Scope of the research:

The purpose of this report is to outline a three year marketing plan for the expansion of Speedo Ltd. Company in the UK by targeting two new markets. This report is mainly divided into three parts. The first part relates to the conducting of environmental evaluation and analysis of various macro and micro economic and environmental factors; the second part being the SWOT analysis, PESTLE analysis and competitive analysis of the company against its competitors. This also underpins the analysis of Speedo in the UK market by conducting a comprehensive analysis on the way macro and micro environment links and influences marketing abilities. The second section comprises of explaining target marketing and its importance in relation to further market segmentation factors, such as demographics, psychographics, behaviour and geographical location. This plan also draws upon marketing mix with its four elements; price, product, promotion and place, whilst turning it into an integral part of the report.

Brand positioning explains the way brand development plays an important role in Speedo. Section three covers marketing objectives while setting new objectives for Speedo, while developing market mix for the selected markets, followed by conclusion and recommendations (Mullins et al., 2009).

Environmental appraisal analysis:

Environment appraisal is "the analysis through which strategists monitors the environmental factors that determine opportunities for and threats to their firms" (Mullins et al., 2009). It implies looking for environmental factors that surround the firm; affect a business through the identification of new opportunities, and which leads to the definition of organizational internal, Macro and Micro environment.

Management of multilingual content automatically Used for the Speedo Web site of the primary communication channel it to interact directly with its customers isn't. In the past, the maintenance of a multilingual website meant high coordination costs, but by introducing a central CMS, the company also got significantly lowered. Speedo's FirstSpirit ™ module, the package pool content elements and predefined pages from the master project can be used for country-specific projects will be added accordingly (Monique 1983, pp. 583-592).

Organisational environment:

Organisational environment is a set of forces surrounding an organisation, that may affect its operation (Mullins et ...