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…

The proposed Marketing Plan follows the SOSTAC framework. In Section 1, the plan is focused on situational analysis which examines the company’s macro and micro environment through business frameworks for external and internal analysis. In Section 2, the plan presents the company’s objectives and marketing strategies across UK. Specifically, for the aims of this plan, the Top Shop’s generic growth strategies and STP (Segmentation, Targeting, Positioning) are analyzed. In Section 3, the company’s marketing mix and programs (Tactics & Actions) are critically examined. Moreover, in Section 4, this marketing plan controls and evaluates the company’s objectives by following the SMART framework and the results from previous sections. Finally, in Section 5, the marketing plan’s results and conclusions are presented.

2. Company’s Profile

2.1 Topshop History

Topshop is one of the most popular UK’s fashion retailers. The British multinational company was founded in 1964. The first Topshop store was called Peter Robinson’s Topshop and was operated by the Sheffield branch of Peter Robinson. However, the first outstanding Topshop opened in 1970. During that period, the first Topman was launched under a separate chain targeting male customers. Topman has been co-located with Topshop until now. Nowadays, the company is a British department store chain which specializes in clothing, shoes, make-up and accessories.