Topshop Marketing Plan - 5356 Words

Marketing Plan Executive summary This marketing plan examines the case of TOPSHOP as a UK’s fast-fashion retailer. The following marketing plan is structured according the SOSTAC framework. Topshop is operating under the parental Arcadia Group. Over the latest years, Topshop has been one of the most popular UK’s fast-fashion retailers. The company is a multinational Omni-channel fashion retailer. Topshop is well-known for its high-quality products in medium low prices. The company’s portfolio owns a wide range of products and services. According to the Situational Analysis, the UK’s macro environment has changed over the latest years. The UK’s fast-fashion industry is becoming more and more cluttered with competitors from both UK†¦show more content†¦Topshop in terms of gaining the competitive advantage inside UK’s fashion market tries to differentiate itself by promoting its online business, its international brand position and its collaborations with popular celeb rities. The company’s objectives are following the SMART framework. The objectives are oriented on increasing UK’s market share, re-positioning the brand name in UK and following a tighter stock management. The Topshop marketing mix strategy is based on its STP strategies and is shaped by the UK’s external environment. However, the company is still strong focused on its digital performance and international expansion. Finally, the company in terms of examine the effectiveness of its strategies and objectives should implement, control and evaluate its strategies in depth. Table of Contents 1.Introduction 4 2. Company’s Profile 4 2.1 Topshop History 4 2.2 Scope of Operations 5 3. Situational Analysis 6 3.1 External Analysis/UK’s Macro-Environment 6 3.2 Internal Analysis 12 4. Marketing Strategy 14 4.1 Objectives 14 4.2 SMART Objectives 15 4.3 Generic Growth Strategy 18 4.4 STP Strategy 18 4.5 Marketing Mix 19 5. Implementation, Control amp; Evaluation 21 6. Conclusion 22 7. References 23 8. Appendices 24 8.1 Appendix 1 24 8.2 Appendix 2 25 8.3 Appendix 3 26 1.Introduction The aim of this Marketing Plan is to examine and evaluate the implementation of Top Shop’s marketingShow MoreRelatedtopshop marketing plan1483 Words   |  6 Pageswangyt_1002@hotmail.com    TOPSHOP Marketing Plan Prepared:  [25 Dec 2013] Table of Contents 1 Marketing Plan Summary [Please complete this page last] [The marketing plan summary is a snapshot of your more detailed answers from your marketing plan. It should be easy to read and simple to follow.  ] Introduction of Topshop Business name:  Topshop Corporation Business structure:  Topshop Corporation is ownedRead MoreThe Growth Of Electric Shopping1068 Words   |  5 PagesCompany Profile of both organisations Topshop (Figure12, Topshop Logo and retail store) Topshop is a famous high street clothing retailer in the UK which belongs to the Arcadia Group that founded in 1964 as a fashion brand within the Sheffield branch of the Peter Robinson Ltd chain initially until 1970s. It had become a stand-alone store, and settled its flagship store on 214 Oxford Street in 1994. (Arcadiagroup.co.uk, 2016) There are more than 300 alone Topshop stores in the UK and over 140 storesRead MoreUnderstanding Retail - identify the competitive factors in the retail environment in a selected organisation1610 Words   |  7 Pagestry to strike competitive advantages by marketing using the fours P’s; product, price, place and promotion. The four P’s will influence all organisations to analyse the structure of their marketing as it is vital that they override the competitive factors between all businesses surrounding them. By using strategy (what they are going to do) and tactics (how they are going to do it) the organisation will gain an advantage as it will give them a structured plan. An organisation will be influenced toRead MoreTopshop Company Profile Essay6285 Words   |  26 PagesIntroduction Topshop is a one-stop shop for fashion conscious women. It is an innovative, British brand offering a wide product range, that is trend driven at an affordable price. With a target audience of women aged 15 to 30, particularly focusing on students, offering a 10% discount to all students who shop at Topshop. Topshop are known for their fast fashion, selling trend based pieces at an affordable price, capitalizing on being British and selling the ideology of the British it girl whoRead MoreZaras Competitors2704 Words   |  11 Pages We have chosen two other comparable brands in the market to illustrate the differences and similarities among various fashion brands and to help us understand this industry better. The two main competitors of Zara are Forever 21 and Topshop. Forever 21 and Topshop are entirely two different companies originated from two different countries, the United States of America and England respectively, but they are similar in terms of their sense in fashion and uniqueness in trends. Although they are bothRead MoreThe Organization Of Topshop And Successful Company2593 Words   |  11 PagesNaysmith Marketing Report Topshop 2014 EC1400614 Contents Page Introduction†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...3 Micro Environment...†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦....4 Macro Environment†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.5/6/7 SWOT Analysis†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦8/9/10 The Marketing Mix†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦...11/12 Bibliography†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦..13 Introduction The following report will be focusing on the organisation of Topshop – a well-knownRead MoreTopshop in Mexico5565 Words   |  23 PagesFindings 6 3.1 An Analysis of Mexico 6 3.2 Topshop Market Entry into Mexico 7 3.3 The Target and Positioning Strategies 8 4. The Marketing Mix 9 4. 1 Product 9 4.2 Place amp; Distribution 10 4.3 Pricing 12 4.4 Promotion 13 5. Conclusion 14 6. Appendices 15 7. Bibliography 19 1. Executive Summary This report is to investigate Topshop, a women’s apparel and accessories retailer based in the United KingdomRead MoreTopshop Case Study2631 Words   |  11 Pagesstudy focuses on the aspects of Top Shop and their business. Topshop is a UK leading Fashion retailer. Topshop started in 1964 in the basement of Peter Robinson, a department store in the North of England. It is part of the long standing retail force of the Arcadia Group which includes Burton, Dorothy Perkins, Miss Selfridge and Wallis. Topshop has over 300 stores across the UK and over 100 in international territories. In 1965 Topshop was given the basement of the largest Peter Robinson store rightRead MoreWhat Is the Role of Fashion Promotion Within the Fashion Industry, and How Will It Develop in the Next Five Years?1862 Words   |  8 Pagesgarments; promoters and communicators then deal with the next steps, such as: image concept or brand to either an audience or market. The Oxford English Dictionary states that fashion is a popular trend, especially in dress and the production and marketing of new styles of clothing and cosmetics. It states that promotion is an activity that supports or encourages, the publicizing of a product or celeb rity, (promotions) the activity or business of organizing such publicity and elevation toRead MoreEssay about The Role of Fashion Promotion Within the Fashion Industry1761 Words   |  8 Pagesgarments; promoters and communicators then deal with the next steps, such as: image concept or brand to either an audience or market. The Oxford English Dictionary states that fashion is a popular trend, especially in dress and the production and marketing of new styles of clothing and cosmetics. It states that promotion is an activity that supports or encourages, the publicizing of a product or celebrity, (promotions) the activity or business of organizing such publicity and elevation to

Book Analysis of A Biography of George Washington The...

William Thayers book A Biography of George Washington: The Patriot President provides readers with a complex account regarding the first president of the United States. Thayer relates to his outstanding military experience and to how he managed to stay alive in spite of the fact that he was constantly present on the frontlines. The manuscript provides readers with the chance to gain a better understanding of what makes a leader valuable both when considering frontlines and when considering leadership positions in general. This is an inspiring story focused on demonstrating that Washington was determined to do everything in his power in order to guarantee the wellbeing of his people. The first presidents personae is especially intriguing because of his ability to stay concentrated on thinking morally in spite of the fact that he held a position that made him vulnerable to favoring particular groups over others. Washington experienced rapid success during his early life as a result of his connections with Thomas Fairfax. The facts that he was a topographer and that he earned a lot of military experience during the French-English war proved to be essential when considering his later achievements. The first president lived an aristocratic lifestyle and managed to impose his point of view in situations when army regulars attempted to undermine his authority. He experienced graduate progress as a military leader and came to lead the Continental Army in 1775 because of hisShow MoreRelated George Washington Essay2467 Words   |  10 Pages Washington, George (1732-99), commander in chief of the Continental army during the American Revolution, and later the first president of the United States. He symbolized qualities of discipline, aristocratic duty, military orthodoxy, and persistence in adversity that his contemporaries particularly valued as marks of mature political leadership. Washington was born on February 22, 1732, in Westmoreland County, Virginia, the eldest son of Augustine Washington, a Virginia planter, and Mary BallRead MoreEssay about Phd Comprehensive Exam. in Leadership15004 Words   |  61 PagesComprehensive Examination Written Responses Presented in Partial Fulfillment Of the Requirements for the Degree Doctor of Philosophy by George E. Anderson III Leadership School of Business and Technology Capella University QUESTION 1 The mixed method has recently become a popular method of research. Analyze and compare the mixed method, qualitative and quantitative research methods. Evaluate the effectiveness of each as a valid method of research on models of militaryRead MoreOrganisational Theory230255 Words   |  922 Pages. Organization Theory Challenges and Perspectives John McAuley, Joanne Duberley and Phil Johnson . This book is, to my knowledge, the most comprehensive and reliable guide to organisational theory currently available. What is needed is a text that will give a good idea of the breadth and complexity of this important subject, and this is precisely what McAuley, Duberley and Johnson have provided. They have done some sterling service in bringing together the very diverse strands of work

Earning of actors and professional athletes free essay sample

With the development of economy, people are satisfied with the physical needs. Thus people began to chase the spiritual needs. Entertainment and sports became an important way to do so. So there are many actors and professional athletes appeared. And they usually can get much money from their job, which many people cannot understand. Because people think actors and professional athletes are not worthy to get high salary. However, I think that actors and professional athletes deserve this treatment because of the specialty of their jobs. First of all, actors and professional athletes do not have any privacy for their daily life, which normal people cannot image. Then, they have to do so many professional exercises that are easy to get hurt. Also, many actors and athletes only can work for a few years. Finally, their entertainment can actually attract people, so people like them and are willing to pay for it. For all the reasons above, actors and professional athletes absolutely are worthy to be paid that much. To begin with, actors’ and athletes’ life are exposed to the public. Because of their fame, normal people are curious about how they spend their life. Whoever they fell in love with or married to, their fans and paparazzi all concentrate on them. Actors and athletes need to bear the pressure from public. Indeed, if they did something wrong, they will have got so many critics and their reputation will be decreased dramatically. Thus, some medias want to earn money through exaggerating their behaviors, even making the false reports about actors’ and athletes’ behavior. Take Michael Jackson as an example, he was said â€Å"molesting boys† by many media. According to California Report, â€Å"news reports have said the child is a 12- or 13-year-old boy who visited Jackson at his Neverland Ranch, a storybook play land where the singer was known to have sleepovers for children and share his bed with youngsters. † At that time, people all misunderstood Michael Jackson and blamed him. So Michael Jackson’s career, life and spirit all got lethal hurt. However, until he died, all the truth was reported. â€Å"Jurors also acquitted Jackson of getting the boy drunk and of conspiring to imprison his accuser and the boys family at the storybook estate a complete legal victory but one that may do little to improve his bizarre image. † Therefore, actors and athletes are toilsome of bearing the social pressure, which means they should earn much money to balance. Moreover, actors and athletes have to take many hard exercises to reach the professional level. In these strict exercises, especially athletes, they are easy to get injured at different degrees. Sometimes, athletes will get permanent disabilities and they cannot do sports anymore. According to China Daily, â€Å"Volleyball star Tang Miao is facing permanent paralysis after he broke his neck while warming up for a training session on Wednesday in Russia. A consular official said Tangs head collided with the wall when he went to save a ball, which increased the damage in his lumbar and cervical vertebrae. † The volleyball star could not join sports any more. Actually, sportsmen are trying their best to do sports, even lost their lives. So do actors. Shooting a film is not an easy thing to do. Sometimes they have to wear summer cloths in snowy day or wear cotton-wadded jacket in sunny days. Even some scenes cannot be finished at first time. So actors should do it again and again. Consequently, actors and athletes are paid much because they gave much. Furthermore, actors and athletes usually have a limited career life. For actors, some old actors can continue their career because they have a really good health. In spite of old actors still can work, the roles that they can play will become lesser and lesser with the increase of their age. For instance, it is dangerous for old actors to play an action movie. Sometimes they cannot afford the high-intensive shooting. So these old actors only can accept one or two plays per year. Absolutely, they have to spend their money that they earned in the young years. It is different from the daily working people. Besides, only very famous actors can get many chances to shoot. For athletes, when athletes become older, their health is not good enough to do the hard exercises, which they have to face in the career life. For instance, some lucky and capable athletes can be a coach when they retired from sports. However, not everyone can be the coach. In China, the athletes all focus on their exercise instead of cultural education. So when they retired, they cannot find a good job for living. According to David Wertime, a columnist of sports, â€Å"Chinese Weightlifting champion Zou Chunlan fell on hard times after retiring in 1993 and now works at a public bathhouse to eke out a living. She earns less than 500 RMB (about 75 dollars) per month. Years of training have affected her body. † So their life is difficult to maintain if they retired from their career. Obviously, it is reasonable that they earned much when they can work. Last but not least, their entertainment can help them to get so many fans, and they would like to support actors and athletes. These famous actors and athletes not only have one economic source. They can take advertisements, play movies, sing songs, play sports games, and play TV shows. And whatever they do, their fans will support them and be willing to pay. In the same way, if there is a fans meeting for your loved actors, I guess you will really want to go, whatever how much you should pay. And the sports game also likes this way. As we can see from the â€Å"Movie Star†, â€Å"Using fan club journals, fan letters, and studio production records, Samantha Barbas reveals how the passion, enthusiasm, and sometimes possessive advocacy of the modern mass media, and American popular culture. Barbas sheds new light on the development of the cult of celebrity in America, and demonstrates that while fans were avid consumers of the film industry, they did not mindlessly accept the images presented to them by the studios. Fans reacted to movies and stars with excitement, anger, confusion, joy, or boredom. Far from a united force, fans were often complex, and never predictable. † So the power of fans cannot be ignored. As long as they want to pay for the performance of their idol, actors and athletes can earn from their enthusiasm. In a word, actors and athletes can earn much money due to these four reasons. Firstly, they cannot get privacy from their daily life. Then they have to do so many difficult exercises. Next, they are hard to get a good job when they retired, even cannot work any more. Finally, they own many fans that can support them. All the reason above can obviously explain why they earn that much. Thus, actors and athletes actually give much for their return.

Theories of Addiction General Counseling Methods

General counseling methods There are numerous counseling methods applicable in the treatment of addictions. They are helpful in establishing critical treatment methods meant to curb the aspects of drug abuse and the alleged addictions. One of the general counseling methods applicable in this context is the motivational interviewing.Advertising We will write a custom essay sample on Theories of Addiction: General Counseling Methods specifically for you for only $16.05 $11/page Learn More Drug addicts require well-orchestrated counseling mechanisms that will enhance their willingness to quit drug abuse and the characterizing addiction. Motivational interviewing tends to unveil the issues related to drug addiction and formulate strategies that can motivate drug addicts to quite the vice (Peele, 1998). Another treatment method is the Cognitive-Behavioral Theory (CBT). CBT addresses all emotional, behavioral, and cognitive dysfunctions usually experienced by drug addicts. This makes the method quite relevant and applicable as a treatment method in the entire context. The two methods chosen are useful in the addiction treatment due to their applicability, convenience, relevancy, and conventionality in counseling and addressing the provisions of drug addiction. Dry Drunk Syndrome Dry Drunk Syndrome refers to a situation where one seems drunk even without taking any alcohol (experiences alcoholic lapse). The situation is evident among addicted individuals who usually experience withdrawal symptoms after quitting the concerned drug. The alcoholic retains mental and behavioral characters connected with drunkenness (DeSena, 2005). This occurs even when he/she has not drunk alcohol. This syndrome relates perfectly with most of the theories studied in this module. Theoretically, addicted individuals or those who have consumed alcohol for long might face mental problems thus exhibiting behaviors related to drunkenness even if they have not taken alcohol. This relates to the aspects of addiction mentioned earlier in the paper. A situation of an ex-smoker who socially smokes An ex-smoker who socially smokes is probably enhancing his or her smoking behaviors again. It is important to understand that despite him or her quitting smoking, the fact that he/she occasionally smokes is devastating. His body system might rekindle the smoking behavior hence posing a considerable threat to his/her wellbeing. This is a very important consideration in various aspects. There is a substantial root of addiction in this situation. Biologically, the body system of this ex-smoker will start registering the chemicals (nicotine) presented to it by the cigarette hence triggering the aspects of addiction.Advertising Looking for essay on psychology? Let's see if we can help you! Get your first paper with 15% OFF Learn More The body will need the chemical in order to operate fully. Additionally, the situation might trigger the withdraw al symptoms associated with smoking hence necessitating him/her to smoke again (Peele, 1998). Psychologically, the concerned ex-smoker might develop a system where he/she enjoys social smoking hence must do it daily. This triggers the aspects of addiction by submitting to the psychological needs. Lindesmith’s Conditioning Model The study of addiction affects societal perceptions on addiction in numerous ways. The study demonstrates the cognitive aspects of addiction plus other related psychological concerns in this context. Illuminating extensively on the scientific and psychological prospects of addiction can reform how the society perceives it. This is an important consideration in various contexts. According to Lindesmith, the society will be able to perceive addiction differently hence making approaches in fighting/preventing the vice (Peele, 1998). Concurrently, it is important to agree that addiction has been over-diagnosed in the US’s culture as claimed. There a re various instances of the vice despite the efforts to eradicate it. Additionally, various people in the society including the youth have indulged into drug abuse and addiction. Conclusively, the outline of a ‘successful theory of addiction’ is adequate due to its applicability, appropriateness, conventionality, and efficiency in discerning the aspects of addiction. References DeSena, J. (2005). Overcoming your alcohol, drug and recovery habits: An empowering alternative to AA and 12-step treatment. Tuscan, Arizona: See Sharp Press. Peele, S. (1998). The meaning of addiction: An unconventional view. San Francisco, CA: Jossey-Bass Publishers. This essay on Theories of Addiction: General Counseling Methods was written and submitted by user Barbara Berry to help you with your own studies. You are free to use it for research and reference purposes in order to write your own paper; however, you must cite it accordingly. You can donate your paper here.