However, the primary purpose of this plan is to devise a marketing strategy, which can help Twinings to increase its market share in Hull and thereby bridge the wide performance gap vis-à-vis other popular brands.
Initially, the marketing strategy plan presents a SWOT matrix. The matrix provides an overview of the internal strengths, weaknesses and external opportunities and threats to the Twinings. Based on the SWOT analysis appropriate marketing objectives are set for the target market of Hull. The market segmentation is grounded on the demographic facts of Hull population that is dominated by young and middle age working people.
Various marketing strategies are discussed at length to find out a best market mix that can help to achieve the marketing objectives. The most important objective of this marketing mix is to increasing the market share for Twining based on an aggressive promotion strategy. Twinings is investing a handsome amount on the media campaign to win considerable market shares within Hull using Christmas greetings at its forefront.
In today’s highly competitive business environment, a marketing strategic planning can play a decisive role in maximization of market share and profitability. Capitalizing on social and cultural events is an important corporate strategy to realize marketing plans. (Perreault, 2007). ...