Marketing plan for Harrods
Prepare an individual marketing plan report of no more than 3,000 words (excluding appendices
and tables) on Fashion Brand ‘Harrods’ (n.b. live brief to follow from industry), critically analysing its current market position, setting appropriate objectives and proposing creative strategies and tactics.
There are 8 key sections in the marketing plan
1. Executive Summary
2. Introduction
3. Company Background
4. External Audit
5. Internal Audit
6. Objectives
7. Strategy and Tactics
8. Conclusion
Bibliography
FURTHER READING AND RESOURCES
Aaker, D.A. (2015) Brand Leadership. London: Pocket.
Chaffey, D. (2016) e-Business and e-Commerce Management: strategy, implementation, and
practice. Harlow: Financial Times/Prentice Hall.
Easey, M. (2014) Fashion Marketing. Blackwell Publishing: London.
Gobe, M. (2015) Emotional Branding: the new paradigm for connecting brands to people. New
York: Allworth Press.
Hancock, J. (2014) Brand/Story: Ralph, Vera, Johnny, Billy and other adventures in fashion
branding. New York: Fairchild Books.
Hines, T. and Bruce, M. (2017) Fashion Marketing: contemporary issues. London: Heinemann.
Hines, T. and Bruce, M. (2017) Fashion Marketing. 2nd ed. Oxford: Butterworth-Heinemann.
Jackson, T. and Shaw, D. (2016) The Fashion Handbook. London: Routledge.
Kapferer, J-N. (2018) The New Strategic Brand Management: creating and sustaining brand equity
long term. London: Kogan Page.
Kendall, G.T. (2016) Fashion Brand Merchandising. New York: Fairchild Books.
Klein, N. (2016) No Logo: no space, no choice, no jobs. 10th anniversary ed. London: Fourth 4
Estate.
Millman, D. (2015) Brand Thinking and Other Noble Pursuits. New York: Allworth Press.
Neumeier, M. (2016) The Brand Gap: how to bridge the distance between business strategy and
design. Berkeley, CA: New Riders.
Okonkwo, U. (2017) Luxury Fashion Branding: trends, tactics, techniques. Basingstoke: Palgrave
Macmillan.
Porter, M. E. (1996) What is Strategy? Harvard Business Review, Nov-Dec pp 61-88.
Porter, M .E. (2018) The Five Competitive Forces That Shape Strategy. Harvard Business Review,
Jan 2008, Vol 86 Issue 1 pp 78-93.
Posner, H. (2011) Marketing Fashion. London: Laurence King.
Smith, P.R. and Taylor, J. (2016) Marketing Communications. London: Kogan Page.
Solomon, R. and Rabolt, N.J. (2016) Consumer Behavior in Fashion. Upper Saddle River, N.J.:
Pearson/ Prentice Hall.
Tungate, M. (2015) Fashion Brands: branding style from Armani to Zara. 2nd ed. London: Kogan
Page.
WEBSITES
www.brandchannel.com
www.businessoffashion.com
www.ft.com
nymag.com/thecut
www.thefuturelaboratory.com
www.trendwatching.com
www.WGSN.edu.com
www.www.com