In relation to the study the company which has been selected is Speedo International Limited (Speedo) as a world’s top selling swimwear brand. The heritage of the brand derives from its leadership in swimming where Olympic Gold Medals has been won by swimmers who wore Speedo swimwear. Speedo is a manufacturer as well as the distributor of swim wear and accessories related to swimwear. The company was founded in Sydney near Bondi Beach in Australia in the year 1928. In today’s date the company is a subsidiary of Pent land Group Plc. The brand is known for its innovation in the past and continues to be innovative. Some of the examples of its innovation are such as; Speedo has introduced the racer back suit, the first non wool suit which allows greater freedom of motion. It was the first innovation made by the brand in 1920s and since then the brand has lived up to the expectation of the people, investors, customers and all other related people. It continued its process of innovation in swimwear. In the year 1950 the brand had introduced its first water short which was made of Nylon, again in 1970s it launched swimwear made of Nylon as well as Elastane. In 1994 the brand manufactured first chlorine resistance fabric followed by fast skin swimsuit in 2000. 2008 marked a new era when Speedo’s new LZR racer Elite which was led by Michael Phelps broke all the records and won eight gold medals in the Beijing Olympics. Thus Speedo has been a true innovator and has acquired a real position in the minds of the target customers. The marketing plan conducted on Speedo aims to understand the marketing plan conducted by Speedo for three years in the UK market. The marketing plan would take into consideration factors such as micro and macro environmental factors which would help to know the internal and external driving forces. The SWOT and TOWS matrix would help the company analysis its strength, weakness, opportunities and threat and link each factor with one another. Apart from the above factors the marketing plan would take care of the marketing mix based on UK and how to make Speedo the top most company in UK and parts of UK. The marketing strategies which are utilized by the company have also been discussed. Thus the paper holds on to the marketing plan of Speedo in the UK market particularly in two markets, Birmingham and Liverpool. Environmental Appraisal The environment appraisal would take into consideration the micro environment and the macro environment which are necessary for analyzing the environment and accordingly the organization can act to bring in about the changes required for an effective operation. The environmental appraisal is much more effective in case when the organization decides on setting up its business in other countries, when the organization tends to adopt the expansion plan. Speedo is based on USA and is planning to expand in UK, thus the macro environment will be based on UK. Figure 1: Micro and Macro Environment (Source: Trehan & Trehan, p.7) Organizational Environment The organizational environment consists of the products and services offered by the organization, finance, marketing, production, the organizational structure, management style and location are the
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The paper holds on to the marketing plan of Speedo in the UK market particularly in two markets, Birmingham and Liverpool. The marketing plan would take care of the marketing mix based on UK and how to make Speedo the top most company in UK and parts of UK. …
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