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Organisational Marketing Plan: River Island

University: University of Chester

  • Unit No: 4
  • Level: Undergraduate/College
  • Pages 14 / Words 3500
  • Paper Type: Assignment
  • Course Code: MKT600
  • Downloads: 0
Organization Selected : River Island


In a business economy, each organisation is established to gain maximum profits and growth in order to expand their current market position easily. For this, management of firm needs to make different and impactful strategies to acquiring higher competitive advantages. This report is based on River Island which is a street fashion brand and provide clothing, footwear and accessories to their customers (Kim and Mauborgne, 2014). River Island was established in the year of 1948 by Bernard Lewis. This firm has around 350 stores in approx. 100 countries. Therefore, organisation needs to operate their business activities based on online operations. All these marketing as well as business strategies assist expanding business structure in worldwide. This report represents organisational marketing plan and positioning, strategic framework and resources as well as capabilities of firm.

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Marketing Plan

For a business organisation it is required to make a specific marketing plan in order to attain their future objectives and goals easily. It is a part of business activities that used to determine market positioning of a particular organisation. On the basis of these planning, an organisation can easily create their future targets and objectives that assist in getting desirable success. River Island is a clothing brand of UK that provide quality services for Men, Women and Children.

Mission and Vision of River Island – River Island is a well-known brand that cater stylish, fashionable and unique clothing’s to their customers. The firm is aiming to bring new and classy fashion in market by their own creation and ideas. Mission statement of firm is to introduce variety of products for customers who always rely to them (Best, 2012).

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Corporate objectives – For a business organisation, it is required to create their own objectives and targets on the basis of their products and services. These objectives assist in motive employees toward future success and growth. River Island is a clothing brand which is aiming to represent new and trendy cloth in target market on the basis of customer's requirement and need. Main objective of firm is to create their own image on the basis of their unique products and services.

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STP framework

This is a marketing model that uses to creating a marketing communication plan in order to priorities decision and strategies. Main objective of this framework is to create direct and positive relation with different customers to get higher benefits and success as well. This model is classified in three specific elements that are determine below -

Market segmentation – For a business organisation, it is required to provide their services on the basis of market segmentation and need. These processes is based on organisation's size as well as structure (Slater, Mohr and Sengupta, 2010). Small scale organisation has a specific market segment in which they can introduce their services while as large-scale firms operate their business strategies in maximum segments. For River Island, it is requiring analysing market segments on the basis of different elements as -

  • Demographic – This factor determines Age, gender and income of target customer to represent organisational services. By analysing these factors, River Island needs to classify their services as well as products.
  • Psycho graphic – According to this segment customers are classified on the basis of their Lifestyle, values, culture and beliefs. These are the most important factors that has major impact on customer's buying behaviour. For River Island, it is required to distribute their services in several countries by analysing Psycho graphic factors.
  • Behavioural – This element determines consumer's requirement and need for specific product. River Island needs to analyse such factors that can be based on technological and trend changes. All these elements have direct impact on consumer's buying behaviour, so for this they need to render services in several segments.
  • Geographic – According to this factor River Island needs to identify several areas where customers has maximum requirement for specific product. Through this they can provide maximum services in these areas to getting maximum profit as well as growth (Hillier, Grinblatt and Titman, 2011).

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