Marketing Management Assignment at The LSC London (GC0337)
Table of Contents
In association with the University of Suffolk.
1.0 Introduction.
Company Overview.
2.0 Audit of Marketing Environment
2.1 PESTLE Analysis.
2.2 PEST Analysis on Ecover
2.2 SWOT Analysis.
2.3 Positions in market
2.4 Competitive Edge (USP) of Ecover
2.5 Competitive performance of Ecover
3.0 Segmentation, Targeting & Positioning.
3.1 Segmentation.
4.0 Marketing objectives for Recover brand.
Marketing objectives for the Recover brand.
5.0 Proposal for marketing mix.
How the marketing mix will be adapted for over 36 months.
6.0 Recommended for Ecover
7.0 Conclusion.
References.
1.0 Introduction
The main topic of this paper is conducted on the basis of audit marketing as well as the planning of an organization. This study includes external and internal issues of the business environment that directly and indirectly influence the overall management functions of the firm. In this paper; the researcher identifies the present market position of Ecover. Ecover is a detergent company in the UK and established a well-known brand image in the UK. This paper identifies the competitive advantages and market position of Ecover by comparing it with other detergent companies by analyzing SWOT analysis. The USP system of Ecover and the necessity of it also mentions in this study. In a final section; this study suggests some recommendations for developing the marketing and planning of Ecover in regard to goals and objectives.
Company Overview
Ecover is a detergent company in the UK and established a well-known brand image in the UK (Ecover, 2016). This detergent firm was first launched its functions in 1980. The products of this company are phosphate-free that helps to protect the environment from pollutions. For this feature; the customers are very much eager to buy the detergent of Ecover. Ecover is regarded as the most popular company in the UK and it offers the following products to the ultimate consumers: Detergent, cleansing agent, techno green product, and personal care product. Due to its special feature; this firm is awarded by UNEP as “Global 500 roll of honor”. Customer’s acceptance of this company is also an increasing trend. Recently; SC Johnson and Ecover are merged with each other and offer bio-based goods for the ultimate users. The merged company has gained $200m in revenue from the market that is a good sign of the Ecover.
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2.0 Audit of Marketing Environment
2.1 PESTLE Analysis
The situational analysis states the current environmental factors analysis to find out the business position and opportunity for expanding the business organization. Firstly; PESTLE analysis is widely applied for finding out the business position and opportunity for expanding the business organization. This study paper has analyzed the PESTLE of Ecover that helps to identify the business environment condition of the market.
Every business firm requires analyzing the tools of the environment of the business for fulfilling the mission and vision of the firm. The following section describes the PESTLE tools for understanding the market nature and fulfilling the mission & vision of the Ecover.
2.2 PEST Analysis on Ecover
Political factors
In this modern world; each and every country has different political parties and beliefs as well as laws. Some countries have a stable political condition but some countries have unstable political conditions. The stable political situation o a country has a positive impact on business operation and business expansion. On the contrary; the unstable political situation of a country has a negative impact on business operation and business expansion. In the UK, Ecover detergent company should understand the trend of political conditions to run the business operation and expansion.
Economical factors
In this globalized world; each country has a different economical condition. Some countries have a high standard level of the economic condition but some countries have a lower level of condition. The level of the economic condition determines on the basis of employment opportunity, income, and interest and inflation rate (Kotler et al., 2016). The higher level of the economic condition has a positive impact on business operations and business expansion. On the contrary; the lower level of the economic situation has a negative impact on business operation and business expansion. In the UK, Ecover detergent company should understand the trend of economic condition to run the business operation and expansion
Social factors
In this social world; one society’s values, beliefs, choices, and standard of living are different from another society. The condition of society is evaluated on the basis of society’s values, beliefs, choices, and standard of living of the society people (Kotler et al., 2016). The positive attitude of society’s people has a positive impact on business operations and business expansion. On the contrary; the negative attitude of society’s people has a negative impact on business operations and business expansion. In the UK, detergent companies face these social issues.
Technological factors
According to Kotler (2016), technological development is one of the important issues for business organizations in this globalized world. Recently; SC Johnson and Ecover are merged with each other and offer bio-based goods for the ultimate users by using advanced technology. The merged company has gained $200m in revenue from the market that is a good sign of the Ecover…………………
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