The executive summary of the assignment is to conduct audit marketing and making appropriate planning for the management of the organization. The business audit will be executed under this assignment to find out possible external factors and internal factors that are being used to analyze whether a business environment is suitable for expanding a new business or not. The business managers have critically evaluated the current market position of the product so that they can make better decisions for the business. The competitive market and how it affects organizational internal performance that is also being assessed here. Ecover is such a kind of detergent brand in the UK which helps to develop a better marketplace in the competitive market. The company is used USP to meet business objectives effectively and efficiently.
Table of Contents
1.1 Company Overview.
1.3 Situational analysis.
1.3.1 PESTLE Analysis.
PEST Analysis of Ecover
1.3.2 SWOT Analysis.
SWOT Analysis of Ecover
1.4 positions in the market
Product ranges and prices in competitive marketplaces.
1.5 Competitive Edge (USP) of Ecover
1.6 Competitive performance of Ecover
1.6.1 Sales Growth.
1.6.2 Net Income Growth.
1.6.3 Gross profit
1.6.4 Net profit of and its competitors.
2.1 Segmentation, Targeting & Positioning.
2.1.2 Targeting for Ecover brand.
2.1.3 Positioning for Ecover brand.
2.1.4 STP Analysis for Ecover brand.
2.2 Marketing objectives for the Ecover brand.
2.3. Recommended marketing strategies.
The marketing manager conducts research on developing a new strategy in the organization. The main objective of a marketing manager is to make plans related to the market by maintaining the innovation and creativity of the existing product. The assignment is focusing on discussing key parts of the organization such as marketing audit, analyze marketing environment, pestle analyses, SWOT analysis, and explaining marketing tools. To do the research cover detergent brand is being selected which is the. Well known detergent brand in the UK serves customers worldwide. The effectiveness of the Ecover detergent brand is evaluated in this part of the assignment by analysis of competitive market advantage. In the first part of the assignment, the market objectives and current positioning are being discussed broadly in the context of the organization, and then sales volume and marketing mix of me over detergent is being broadly evaluated under the last part of the assignment.
1.1 Company Overview
Ecover is the globally renowned detergent company located in the UK that provides eco-friendly and ecological sound service to customers worldwide Ecover (2016). In 1980 the company is being developed by Frans Bogaerts who is responsible for inventing the idea of phosphate-free so that they can keep a positive impact on the product’s like- positive environmental impacts. The product is made with plant-based and mineral kinds of ingredients. Ecover is a well known private company situated in the UK and provides service to their customers along with different kinds of products and the products which they are served to their customers are-
- Domestic detergent
- cleansing agent
- techno green for professionals
- personal care product
The company is getting an award from UNEP and the name of the award is “Global 500 roll of honor” which is one of their excellent achievements for the business. After that, they are operating their business smoothly without facing any kind of hinders. SC Johnson US companies merge with Ecover to provide bio-based cleaning to the customers through their services. According to the recent news they have earned more than $200m from the decision of merger because it creates a positive impact on the business environment.
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1.3 Situational analysis
1.3.1 PESTLE Analysis
The most important external analysis part of the business entities are being described by assessing PESTLE analysis. This is the analysis that is being assessed by the management of the organization through assessing the effect on politics, economic, social, technology, legal, and environment.
Diagram: PESTLE Analysis Tool Source: Kotler et al. (2016)
This is the most effective tool in the business to operate their business and to meet organizational objectives effectively. These are the tools and techniques which are being focused on assessing the factors which may create a negative or positive impact on the business.
PEST Analysis of Ecover
Politics has a great impact on the business and due to this reason; every organization has to think twice before entering any new country. The political situation can be stable and unstable it doesn’t have any fixed reason. The strategies of Ecover can be expanded briefly because they have that kind of option to expand Ecover (2017). Ecover is the globally known brand that operating their business in the UK and as they are operating biobased service all worldwide they have the opportunity to expand strategically.
The economy of the UK is not stable right because of the high inflation rate. This is the reason they are facing competition in the international market along with a domestic one. The middle east and Asia are the most volatile country in terms of inflation rate and interest rate transactions which impact the business directly and perform better by assessing monetary policies and countries’ fiscal policies. The UK market has a great impact on the EU which creates economically turn up in the organization (Kotler et al., 2016).
Society creates a positive and negative impact on the business because people’s needs and wants are being changed with time and day. People are now become fast and addicted to social media which helps to come up with new ideas and need for new service from the company for the customers. By depending on the customer’s new needs and demands Ecover makes bio-based service design and provides to all the customers globally. The lifestyle of customers becomes very sophisticated nowadays which is the reason management of Ecover is able to increase their revenues along with the number of increasing profitability (Kotler et al., 2016).