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A marketing plan can be referred to as a comprehensive document which specifies business activities relating to marketing objectives within a specified time limit. Moreover, it represents the overall marketing efforts of a company and the extent of appropriateness with which it is able to promote its product to customers.

Present report revolves around discussion relating to the marketing plan of Kathmandu Holdings Ltd. It can be assessed that the strong brand image and loyal customer are the strength of the company and the extreme competition with other brand is the main threat with which company has to deal with.

Social factors and Technology factors have been analyzed most significant factors which affect the marketing plans as they are majorly applied to connect with the customers. Kathmandu Holdings Ltd is recommended to focus on the needs of the customer in a significant manner and modify the strategy of marketing in accordance with same so that customers could know that the company is concerned with the needs of customers.

Strengths, Weaknesses, Opportunities, and Threats (SWOT) Analysis of Kathmandu Holdings Ltd

Marketing plan comprises a list of actions of marketing along with significant sound strategies which will be applied for implementing same (Baker, 2014). Present report discusses the Marketing plan of Kathmandu Holdings Ltd along with the significant variants which will have an impact on the same.Kathmandu Limited is anintermediary chain of retail stores, dealing with adventure outdoor as well as travel clothing and equipment. Further, it is a topmost retailer of clothes and equipment relating to adventure and travel in New Zealand, Australia as well as in the United Kingdom (UK).  Kathmandu consists of 163 stares as at the end of July 2017 that are 47 in New Zealand, 115 in Australia and 1 in the UK.

Situational analysis can be referred to as a strategic instrument to assess the overall environment of the company (Bahadir, Bharadwaj and Srivastava, 2015). Modifications in the macro-environment aspects could have significant impact on not only Kathmandu but also affects other companies relating to retail sector. The variants which are assessed in the situational analysis are political, economic, social, technological, environmental and legal factors.

The political environment has a very important role in establishing the factors which could affect the Kathmandu’s future prosperity in specific country or targeted market. Further, the company is dealing with retail in over a dozen countries and depicts itself to various kinds of political environment as well as risk. In order to achieve victory in such a vibrant retailing industry across various countries, the company must expand the systematic risks of the political environment. The political variants which are required to be assessed by Kathmandu Holdings Ltd are as follows

  • Political constancy along with the significance of the retailing sector in the economy of the country.
  • Extent of corruption, particularly levels of rules in the retailing industry
  • Administration and intrusion of government in the retailing sector
  • Official structure related to agreement enforcement
  • Intellectual property security
  • Trade rules and tariffs for retailing
  • Favoured trading associates
  • Anti-trust regulations relating to the retail sector
  • Pricing regulations that are are there any authoritarian pricing method for the retail sector
  • Taxation that is tax rates and inducements
  • Wage legislation that is the lowest salary and overtime
  • Workweek laws in the retail sector
  • Compulsory workers benefit
  • Industrial protection provisions in the retailing industry
  • Product labelling and additional necessities in the retail sector.

With the assistance of macro environment factors like the inflation rate, banking interest rate, interest, foreign exchange and economic cycle the aggregate demand and aggregate outlay could be determined. Further, the competitive advantage of the company could be affected by microeconomic factors for example competition norms. Kathmandu can take into use the country’s economic factor like growth rate, rising of prices and industry economic indicators, for example, retailing industry growth rate, customer expenditures and so on in order to evaluate the assess the enhancement of not an only specific sector but also the organization.The economic variants on which significant assessment of Kathmandu Holdings Ltd should be made are -

  • Assessment of economic system in countries in which the company is operating. The same implies that what kind of economic system is there and how steady it is.
  • Interference of government in the free market as well as in the retailing sector.
  • Exchange rate and consistency related to host country currency.
  • The extent of unemployment in the economy
  • Rate of inflation
  • Interest rate
  • Comparative benefits of the host country and retail industry in a specific country.
  • The effectiveness of the financial market that is if there is a need to raise the capital by Kathmandu Holdings Limited in the local market.
  • Quality of infrastructure in the retail sector.
  • The efficiency of employees in the retail sector.
  • Level of education in the economy.
  • Cost of labour and efficiency in the economy.
  • Trade cycle stage such as wealth, recession and recovery.
  • The rate of economic growth.

The culture of a company in an environment may be influenced by society’s culture and the manner in which things are exercising. Moreover, shared beliefs, as well as attitudes of the people, has an important function in assessing the marketers at Kathmandu Holdings Limited will comprehend the consumers of a given market along with the manner of making marketing message for retailing sector customers. The social variants which are required to be assessed in case of Kathmandu Holdings Limited are demographics and efficacy level of people, class structure, hierarchy and authority arrangement in the society and level of education and education standard in the Kathmandu Company. Moreover, it also comprises capitalist spirit and wider nature of society as entrepreneurship is promoted by only some societies.

Situational Analysis of Kathmandu Holdings Ltd

Technology is fast distracting different firms across the board. In order to explain this point, transportation case is the best. Over the previous 5 years, a drastic change has been assessed in industry due to which it has become difficult to sustain without adaptability of such changes. Further, the taxi industry is now subjugated by players for example Uber and Lyft. The car industry is transforming speedily toward automation supported by companies like Google and manufacturing is distracted by Tesla, which has declared an electronic car rebellion. According to McDONALD(2016), apart from this, the company should not only conduct technology assessment but the speed at which technology has been distracting the company. The same implies that inappropriate speed might lead to additional time whereas the fast speed of interference might provide a company to survive and be profitable. To perform technical analysis, it is significant for Kathmandu Holdings Ltd to comprehend the following effects:

  • Extension in technology by the rivalries of Kathmandu Holdings Limited.
  • Impact of technology on the offering of products.
  • Cost structure’s effect in the retail sector.
  • Value chain’s impact in the retailing industry.
  • Variation in Technological dissemination rate.

Tietenberg and Lewis(2016), asserts that each market is having specific different rules and regulations or environmental regulations which could affect the productivity of an organisation in those markets. Furthermore, even different environmental regulations and liability laws could exist in a specific country for different industries. For instance, Texas and Florida Company of United States (US) have diversified liability clauses regarding mishaps and environmental disaster. In addition to this, most of European provides vigorous tax breaks to organisations that function in the renewable sector.  Prior to operating into new markets or commencing a new venture in an existing market organisation must assess carefully the environmental measures which are needed in order to function in those markets.  There are some aspects which a company should consider are:

  • Climate
  • Alterations in weather
  • Rules and provision relating to  environment pollution.
  • Rules concerning air and water pollution in the retail sector.
  • Reprocessing
  • Waste administration in the retailing industry
  • Perspective for green or environmental items
  • Imperil species
  • Perspective  regarding renewable energy.

There are many countries where the legal structure and organizations are not vigorously sufficient to protect the rights related to intellectual property of a company. Further, it is stated by Aryal, Moloney and Hurley(2018),that, the company must carefully assess prior to entering in such markets since it can results in theft for firm’s private sauce hence the entire competitive edge. Along with this, prior to entering in new markets there are some factors which Kathmandu Holdings Limited should take into considerations,and they are:

  • The anti-trust law in the retail sector and in the entire country
  • Prejudice law
  • Copyright, patents/ Intellectual property law
  • Consumer security and e-commerce
  • Law related to employment
  • Health and protection law
  • Data security

Strength

Kathmandu is operating efficiently in the new market. It has developed expertise at entering new markets and buildingvictory of them. With the assistance of extension the company has created additional revenue stream and enhances the economic cycle threat in the markets, it functions in. Further, mechanization of activities brought the reliability of quality to Kathmandu goods and hadfacilitated the organisation to increase and decrease according to the conditions of demand in markets. Kathmandu earns good returns on capital expenses. The same implies that it iscomparatively successful at the implementation of new projects and produced good returns on capital expenses bycreating new income streams. Moreover, as per study of Phadermrod, Crowder and Wills(2016), it has created a culture between distributor and dealers whereby the dealers not only advertise organization’s goods but also spend moneyon training the sales panel so that they can explain the use of product to the consumers and how they can acquire maximum advantages from it.

Political Factors

Kathmandu Holdings Limited does not make adequate investment in technology. Furthermore, given the scale of extension and diverse geographies the organisation is planning to extend into, it requires putting more funds in technology so that they could incorporate the procedures across the board. At present, the investment in technologies by Kathmandu is not enough according to the needs of the company(Basu and Miroshnik, 2017).

In addition, the marketing of items has left greatly to be desired. Despite, the product is booming in perspectives of sales, but its situation and USP that is Unique Selling Proposition is not clearly describedwhich could result in attacks in this sector from the rivalries. The company is not good at predictions related to demand of product which leads toa higher rate of missed opportunities in contrast to its rivalries. The reason behind same is that it is not good at foretelling future demands of products which results in huge stock at the end both in-house and in the channel.

The latest technology offers an opportunity to Kathmandu Limited to practice diverse pricing policy in the new market. The same will facilitate the company to sustain its reliable consumers with good service and attract new consumers by other value-orientedschemes. Building up new markets because of a government contract that is the implementation of latest technologies and government free trade contract has offered Kathmandu an opportunity to access a new emerging market.AMoreover, according to Bull, Jobstvogt, Böhnke-Henrichs, Sitas Mascarenhas, Rawlins, Baulcomb, Lambini, Baral, Zähringer and Carter-Silk(2016), new environmental policies are also deemed to be an opportunity  to gain market share relating to a new range of product.

A seasonal variant in demand of goods of Kathmandu Holding can be referred as one of the major threat as any improbable event throughout the peak season might affect the prosperity of Kathmandu in short as well as medium term. Furthermore, steady competition has raised the number of players in the diligence over the previous two years which has placed downward pressure on not only productivity but also on entire sales.Deficiency of trained employees indicates danger for  stable expansion of revenue for the company in specific markets in which deficiency exists.

Jenkins and Williamson(2015), specifies that online retailers also provide rivalry products. Further, market contributors such as wholesaler/brand rivalries Kathmandu also competes with numerous brands which tradefor productsspecialist travel and adventure retailers, sports stores as well as with departmental stores. Varioous international brands have attained credibility among wider market customers as an outcome of their methodological merit and have eventually leads to  attain popularity as lifestyle wear.Kathmandu is believed as a professional in  clothing and apparel relating to outfits for outings and adventure aimed in Australia and New Zealand. The benefit which Kathmandu enjoys  the same in the region of its Northern Hemisphere brand competitors is that it creates and promotes items particularly intended for every region. In addition, Kathmandu’s widespread retail footprint and brand differentiate the firm from various brand rivalries; it is vertical incorporation as a designer and merchant generally enable it to provide products to consumers at very eye-catching price points.

Economic Factors

The type of competition Kathmandu Holdings Limited is operating in is Oligopoly. Furthermore, the word oligopoly is derived from ancient Greek where oligos meanfew and pollen means available to sell that is a form of market where the industry is dominated by a small number of the large seller. It could result from different forms of collusion which decrease the competition and results in higher prices for customers. Level of competition is high since every company is trying to increase the profits. The main competitors of Kathmandu Holdings Ltd are Mountain Designs, R& R Stores, Paddy Pallin, Bivouac, Anaconda, Macpac etc

The significant consumer base of Kathmandu is categorised into three groups,offering the organisation with access to a wide variety of consumers.Furthermore, the first group is young achievers budding experts.  The same implies that explorers that the one who provides time for travelling and adventure are interested in gym or for jogging. In addition, swimming and cycling into busy lives. The second group is families who are adventurous specifically professionals who enjoy the outdoors more than average earnings have children. The last category is older outdoor devotees who love to enjoy their freedom as they have accomplished the responsibility towards their children and are forseeing for new challenges through outdoor practices many are nesters.

As per the study of Juster(2015), the marketing and product panel of Kathmandu Holdings Limited work together in order to comprehend the needs of consumers, studying the market and implementing these into the product as well as  in pricing policy. Further, this information will determine the future product expansion plans and priorities.Moreover, with about 285000 members, the database of Kathmandu Holdings comprises approximately 30% of overall sales and enables Kathmandu Holdings Limited to analyze the consumers and their interests, procurement customs and communication preferences in more efficient manner.Hantula and Wells, (2014), assert that, with the help of segmentation of consumer base, Kathmandu could convey targeted communications and advertisements  to market efficiently and prolifically. Moreover, the Summit Club holds the key for growth and expansion as well as it characterizes a major opportunity for Kathmandu.

Product

With accordance to Steenkamp(2017), the marketing function of Kathmandu is liable for developments and application of marketing approach comprising brand mapping, consumer research, predetermined database development, annual advertising and promotions. In addition to this, the brand is the main part of Kathmandu marketing. Brand planning promotes the Kathmandu’s positioning as a professional provider of quality wearing apparales and equipment for travel and adventure and drives brand awareness as well as a preference(Choi, 2017). Brand recognition among outdoor enthusiasts, Kathmandu Holdings Limited, is identified as a 1stoutdoor clothing brand in New Zealand and Australia with 99% recognition in New Zealand and 88% recognition in Australia.Apart from this, Kathmandu provides a broader variety with methodoligal specifications which appeal to a broad market Kathmandu. As per the study of Foxall(2014), consumer base is not restricted to leisure activity contributors as their product is demandedtoo many consumers as a lifestyle brand.

Marketing objectives are considered as most important elements of a systematic marketing plan through which management of Kathmandu Holdings Ltd. is able to develop a verity of business strategies so as an optimum result could be attained form overall marketing plan. Kathmandu Holdings Ltd. is identified as a leading organization for designing, marketing, and retailing of a verity of clothing and equipment related to travelling and adventure. A business entity is managing its business operations in New Zealand, Australia, and the United Kingdom. Therefore, marketing objectives are mainly focused on increasing the sales of different type of travelling apparel and equipment such as down jackets, thermals cots, waterproof jackets, etc. Apart from that business entity is also offering various equipment such as bags, sleeping bags, tents and other similar equipments (Kathmandu about Us, 2018). In the context of current market trends, the management of Kathmandu Holdings Ltd makes efforts for business expansion new market so as a business entity is able to generate appropriate profit in terms of revenue, sales, market share and etc. in new markets. As per the marketing plan, some important marketing objectives are mentioned below through which verities of promotional strategies are being developed:

  • To increase the market share of the company in the UK market by 20% with the next 2 years

  • To enhance of overall revenue of business entity by 10 % in 2018

  • To influence sales of clothing goods by 20% in 2018 in the UK market

  • To increase the number of visitors on the online retail store of the company by 40% in 2018

Social Factors

With reference to the above marketing objective, the management of Kathmandu Holdings Ltd will be able to develop a distinct strategy with especial attention of UK market. This is because the company has only one store in the UK.  The above objectives assist managers in the formulation of various marketing and business strategy. In the process promotional planning, marketing goals assist managers in identification of current market trends, current market share of Kathmandu Holdings Ltd., selection of product range for expansion of business in UK market, assessment of effectiveness of different internet-based promotional and marketing tools and its impact on number of visitors over the online websites of company etc. (Lidstone & MacLennan, 2017). All these factors are playing an significant role for the attainment of business objectives in the form of revenue, market share along with organization profitability. Appropriate marketing goals have found very effective in the evaluation of interest of customers so as an appropriate product range can be developed.

In the development of an appropriate making plan, the approach of the target market or targeting has been found very effective to attain business goals. In the marketing plan of Kathmandu Holdings Ltd, the approach of Targeting is considered as an important strategy that helps managers in order to break a large market into smaller segments which are mainly focused to a certain group of individual (Wrenn & Mansfield, 2014). By identifying target customer, top management of a business entity is able to manage different aspects of the marketing planning process such as product range, advertisement tools, pricing strategy and determination of product quality standards. This approach has found very effective for determination of segment of customers based on their unique characteristics and interests. In the context of a present marketing plan, Geographic and Physiographic segmentation is carried out to determine the target customers or target market. The evaluation of both factors segmentation is conducted below:

  • Geographic:As per the present marketing plan, the management of Kathmandu Holdings Ltd. needs to expand its business operation in the UK market. This is because the company has already established a good market presence in Australia and New Zealand in the field travel clothing and equipment (Kenny & Dyson, 2016). On the other hand, the business entity has only one store in the UK so as the market of UK is provided with a great opportunity to management for expansion of business in the field of a variety of clothing products such as thermals jackets and another wearable. Therefore, the development of the promotional plan of Kathmandu Holdings Ltd. is scheduled with reference to both online and offline outdoor cloth retailing business. In order to attain business objective for increasing revenue, UK market offers great potential and assists management in the selection of reliable promotional tools.

  • Psychographic:This type of segmentation is mainly carried out with reference to attitudes, values, interests and lifestyles of people in the selection of product range and marketing tactics such as social media, newspapers, websites etc. (Koh & Wong, 2015). Kathmandu Holdings Ltd. is offering a wide range of clothing and equipment such as tents, thermal suits and etc. for regular travellers and adventurers. Therefore, the marketing plan of the company is focused on meeting requirements of travellers and adventurers in the UK. In this process, interests and needs of customers have played an important role in determination of product range and pricing of different clothing products. In the context, management is mainly focused onthe lifestyle of people (Farhangmehr, 2015).

The marketing mix is determined a combination of different business strategies through which an organization is able to attain marketing goals of the company. In the context of a present marketing plan, an appropriate marketing mix provides an appropriate roadmap with the management of Kathmandu Holdings Ltd. for expansion of business the UK market. This approach has found very effective in the selection of reliable supporting strategies as per the business goals and marketing objectives (McDONALD, 2016). An appropriate marketing mix is explained below such management of clothing retailing company is able to generate optimum results from the overall promotional plan.

Pricing: It is termed as a most important prespectives of the marketing mix of the company. Pricing of the product has a significant impact on the purchase decisions of a retail company like Kathmandu Holdings Ltd. There are different kinds of pricing strategies available in which an organization selects appropriate pricing approach as per the product range, interest of customers, market conditions in the UK market and current market trends. These pricing strategies include cost-plus pricing, competitive pricing, premium pricing and etc. (Kenny & Dyson, 2016). In the context of UK, the premium pricing model is not appropriate for outdoor clothing product range such as thermal jackets and shoes etc. but there are several competitors already available in UK market so as premium pricing model leads negative impact on an overall marketing plan and business growth. In a similar way, cost-based pricing is not reliable to influence market share and revenue of business entity in a new market which is termed as the primary objective of the marketing plan of Kathmandu Holdings Ltd. Therefore, the competitive pricing model is identified as the most appropriate and suitable tactic in the context of the current marketing plan. According to this pricing model, the marketing manager of Kathmandu Holdings Ltd determines prices of different clothing products for adventurers and travellers as per the prices of other competitor’s. This approach will be found very effective for managers in which a company can sell its products at lower price with reference to the price of other similar products. This approach has found very effective for influencing need, interest and purchase decisions of target customers because Kathmandu Holdings Ltd is offering its clothing products at relatively low prices in the UK market as compared to prices of other products (Koh & Wong, 2015). By assessing the interest of customer’s, the company could address significant growth in sales in the UK market so as overall revenue of the company is going up in a positive way.

Technological Factors

Promotion can be referred to as the marketing communication mix. It entails the tactics whichKathmandu utilises in order to communicate with its target market (Blakeman, 2018).). Further, the organisation relies on the effectual promotion of its goods to sustain brand image. It utilises promotional tactics to communicate with its target consumers regarding its products and convince these customers to buy the products.In addition, Kathmandu also promotes its product through guerrilla marketing, sponsorship and viral marketing.There are some promotional activities which are used by Kathmandu Holdings Limited in order to promote its products and they are:

  • Advertising: It has an important role in the process of marketing to attain brand positioning. Further, it delivers strategic messaging and increases the understanding within the given market. Advertising helps the company in the introduction of a new product. The same will require personal selling by sales personnel who influence target customers to purchase the products offered by the company. With the assistance of advertising company could communicate with consumers effectively.

  • Direct Marketing: It enables the company to producespecificfeedback from targeted groups of consumers. In order to apply this technique, vigilant planning is required along with a clearcomprehending of responsible direct marketing practice. With the assistance of this technique, Kathmandu could enhance its consumer loyalty. The same implies that through personalise promotions, letter company can build up an immediate link with consumer and augments their personal relationship in business (Babin, and Zikmund, 2015).

  • Guerrilla Marketing: It can be reefed as promotional strategy which emphasizes on low-cost eccentric marketing approaches that yield effective results (Berens, 2015). This entails high energy and imagination focus on grabbing the consideration of consumers ata more personal and memorable level. The same will lead to an increase in sales of the organisation.

  • Sponsorship Marketing: This is considered one of the easiest ways of marketing the products,and thus Kathmandu Holdings Ltd should also go for same.Further, it provides financial support to other companies, for example, society-based networks in order to promote the products manufactured by the firm.

  • Viral Marketing: It is that promotional strategy which takes into use the existing social network to promote products of the company. Viral marketing is used to lower advertising costs.

Place variants of the marketing mix ascertain venues where products of firms are sold, accessed or distributed. Kathmandu sells its products through large number outlets globally such as the creation is accessible to customers at main retail stores. Apart from this, following places form company, arranged with accordance to importance:

Retail Stores: These are the most important venue where products are sold since these places are deliberately located and easily available in different markets relating to the targeted customers.

Kathmandu Online Store: The products of Kathmandu are also available online so that more and more consumers can come to know about their creations.  Further, the company manages all its distribution as well as the sale of its online production store and retail outlets.

Retail Outlets (owned by the company): Kathmandu also operates its own retail outlets. These are company-owned and enabled access to business and market information which promotes corporate strategic administration with reference to marketing strategies and approaches for the present, new and emerging goods. In addition to this, the company has restricted control of distribution and sale of its products through other retail outlets.

Budget Categories

Total Budget

Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

Software & Subscriptions

$90,000

$20,000

$20,000

$20,000

$20,000

$20,000

Public Relations

$35,500

$500

$20,000

$500

$500

$500

$1,000

$1,000

$5,000

$6,500

Advertising (print)

$25,000

$5,000

$5,000

$2,000

$2,000

$3,000

$3,000

$5,000

Advertising (online)

$75,000

$10,000

$10,000

$10,000

$10,000

$10,000

$10,000

$5,000

$5,000

$5,000

Content Production

$36,000

$1,000

$30,000

$500

$500

Events & Sponsorships

$250,000

$50,000

$40,000

$50,000

$50,000

$50,000

$10,000

Creative Agency Fees

$360,000

$30,000

$30,000

$30,000

$30,000

$30,000

$30,000

$30,000

$30,000

$30,000

$30,000

$30,000

$30,000

Contact Lists

$25,000

$12,000

$5,000

$3,000

$5,000

General Admin

$60,000

$5,000

$5,000

$5,000

$5,000

$5,000

$5,000

$5,000

$5,000

$5,000

$5,000

$5,000

$5,000

Memberships & Associations

$46,000

$0

$10,000

$5,000

$1,000

$10,000

$10,000

$10,000

Totals

$1,002,500

 Implementation of the marketing plan

Alignment of Initiatives:

It should make sure that when new plans are developed than it is implemented in the same manner only.Further, the operations of the company will be according to the recent plan which implies that new priorities and new activities are set out. Furthermore to exercise the same in an valuable manner strategic value measurement tool will be build up for existing as well as new initiatives (Piercy, 2016). The initiative must be evaluated against the planned value along with its impact on business.

Kathmandu Holdings Limited should make sure that the operations are exercising according to the strategy formed. Further, performance standards must be sited against strategic objectives across the company and every division along with personnel. Performance of every employee will impact the strategy. The budget will be implemented in the manner discussed above specific segment of Budget. In accordance with the study of Jin, Kimand Kim (2015), in addition, the company should assess the performance on a regular basis that is whether operations are being done according to the strategy. With the assistance of same Kathmandu could attain its objectives.

With the change in strategy, the structure should be transformed accordingly (McDonaldnand Wilson, 2016). The same implies that if the structure of the company is harmonising with strategy. It is very important that the structure of Kathmandu is changed according to the change in strategies since if it is not the company will not be able to achieve its goals.

Environmental Factors

In order to operate according to strategy it is very important to involve the employee while strategy is being formed (Chari, Katsikeas,Balabanis and Robson, 2014). Since if the strategyis not understood by the personnel than the operations will be in a different direction that is not in the direction of strategy. Further, the employees should be trained according to strategy so that they can work efficiently and the company gets success in strategy.

Cornwell (2014) asserted that after developing strategy and working according to that the next step is supervising that marketing objectives of Kathmandu are attained or not.  Moreover, marketing objectives of the company are raising up the market share of the company, improvement in earnings and more like this. In case these are not attained, the organisation should find out the reasons behind same and try to solve them. In order to do the same strategy conferences should be organised regularly during the year so that performance could be evaluated.  

Consumer Feedback: Kathmandu should consider the feedback from customers. Further, with the assistance of online surveys, general consumer service response and online commentary, the company could get to know the behaviour of consumers towards its product that is whether they are liking or not. If customers do not like the products offered by the company,then it should try to change the product in accordance with their choice (Chernev, 2018).

Market Extension: If Kathmandu’s marketing research is enhancing, the efficiency of the strategy is the likely cause. Further, marketing which provide its way into new parts by consumer’s prespectives or by natural growth signifies victory as well as popular product, experience as well as efficient marketing message (Hunt, 2014). If the company is able to enhance the existing targeted share of the market than it indicates that the company is successful in expanding the market.Moreover, it also signifies that the plan of the company is working effectively.

Return on Investment: As per assertions of Wrenn and Mansfield (2014), it is one of the major concern in order to assess that the investment which has been indulged in marketing has provided appropriate returns or not. It can be accessed by comparing the amounts spent in each campaign and the amount of sales which has been attained through each specific campaign. Assessment of specific marketing activities will assist in taking a decision that which campaign worked well and which were weak.

The following recommendations are suggested to Kathmandu Holding Ltd regarding the marketing plan:

Evolvement of employees while developing strategies- It is very important for the company to involve employees while creating strategies as these are to be exercised by them only. If they do not understand the strategy that the company will not able to attain its objectives.

Assessment of the need of customer: Prior to the creation of the product, the needs of consumers are to be assessed by Kathmandu and producing accordingly. Since if they are not produced according to their needs, the company will not be able to satisfy consumers whomight lead to a fall in sales.

Legal Factors

Developing a global marketing plan: Kathmandu Holdings Limited is recommended to develop an international marketing plan. Subsequently, socialise the same with the international panel, seek out their feedback and make sure that there are no legal problems to security strategies from operating in markets.

Appropriate management for implementation of the campaign in an effective manner: The Company should appoint appropriate administration so that plan could be implemented in an effective way. Further, the management will be responsible for implementing the plan and obtaining maximum results.

Reassess the track continuously in order to adjust the same for attaining pre-determined objectives: Operating a campaign in different markets implies that company should have to be disciplined regarding tracking outcomes, campaign executive will be the best individual to organize this.

References

Aryal, J.B., Moloney, S. & Hurley, J., (2018). Urban climate governance: the Adaptive capacity of local governance, a case study of Kathmandu. In Proceedings of the 4th Practical Responses to Climate Change Conference: (p. 30). Engineers Australia.

Babin, B. J., &Zikmund, W. G. (2015). Exploring marketing research.Cengage Learning.

Bahadir, S.C., Bharadwaj, S.G. & Srivastava, R.K., (2015). Marketing mix and brand sales in global markets: Examining the contingent role of country-market characteristics. Journal of International Business Studies, 46(5), pp.596-619.

Baker, M.J., (2014). Marketing strategy and management. Macmillan International Higher Education.

Basu, D. &Miroshnik, V., (2017). Internal Risk, Weakness of the Organization. In India as an Organization: Volume Two(pp. 109-166). Palgrave Macmillan, Cham.

Berens, J. S. (2015). The Marketing Mix, the Retailing Mix and the Use of Retail Strategy Continua. In Proceedings of the 1983 Academy of Marketing Science (AMS) Annual Conference (pp. 323-327). Springer, Cham.

Blakeman, R., (2018). Integrated marketing communication: creative strategy from idea to implementation. Rowman& Littlefield.

Bull, J.W., Jobstvogt, N., Böhnke-Henrichs, A., Mascarenhas, A., Sitas, N., Baulcomb, C., Lambini, C.K., Rawlins, M., Baral, H., Zähringer, J. & Carter-Silk, E., (2016). Strengths, Weaknesses, Opportunities and Threats: A SWOT analysis of the ecosystem services framework. Ecosystem Services, 17, pp.99-111.

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