The Marketing Plan of a Greetings Card of the Company - Assignment Example

Situational analysis is included in the marketing planning step as it helps to analyse the present situation of an organisation. In this marketing plan, situational analysis is conducted to identify the external opportunities as well as threats faced by Phoenix Trading Ltd. This analysis also facilitates to recognise of the interior strengths and weaknesses of the organisation (IFUW, n.d.).SWOT analysis is a model that facilitates to development basis for the generation of a marketing plan for the re-launching of a product i.e. greetings card of Phoenix Trading Ltd.

The main function of SWOT analysis is to gather information after evaluation from the environment and categorize it into internal aspects such as strengths and weaknesses as well as external issues i.e. opportunities along with threats (Danca, n.d.).Strengths The Phoenix Trading Ltd’s greetings cards are available in various categories such as cards for adults, children, floral, occasion, animals, sport, sea and SP range. Within these categories, cards are also found in different ranges.

Greetings cards are designed for all generations of people. This is a great advantage for customers who require different categories of cards (Phoenix Trading, 2008).The cards are of top quality with contemporary designs. The greetings card of phoenix is considered as the world’s no.1 greetings card. The company has sold 100 million cards to customers of various countries. The company has a good customer service department that guides the customers who come to buy the card. Due to the excellent quality and design of the cards, the customers become loyal (Phoenix Trading, n.d.).

WeaknessesThe prices are not fixed according to the designs and quality of the greetings card. Though the designs of the cards are great, it has become outdated. E-card facilities are not provided by them. People are attracted to e-card facilities. As a result customer retention is a matter of great challenge for the company. The cards are not designed according to the customer's choices. The technology is not updated for operating the latest designs (Phoenix Trading, n.d.).