Question

Inditex has 18 stores in India, compared with 607 in China, while H&M has 12, compared with 444 in China. Both plan to expand in India, with H&M saying it will open 50 stores by 2020, targeting middle-class shoppers in smaller cities. Retailers are optimistic despite their relatively small footprints in India. Having been appointed as Marketing Manager for H&M India, the board has requested you to assess the market and prepare Strategic Marketing Plan to expand the Indian market.

The plan should cover the application of relevant theoretical frameworks and must address the following key areas:

1. Executive Summary (5)

2. Current marketing situation (25)

(A thorough audit of the organisation must be undertaken. and a summary of the findings of the audit of the current situation should be included in the main body of the report. Where information is unavailable or regarded as classified and confidential indicate it as such and make any reasonable changes/

assumptions/educated guesses you feel appropriate)

3. Marketing objectives (5)

Define the company's objectives for the product in the areas of sales, market share, and profit, and the issues that will affect these objectives in the context of corporate objectives. The objectives must be specific, measurable, achievable, realistic and time-based (SMART).

4. Marketing strategy (30)

Present the broad marketing mix approach to be used to achieve the plan's objectives. Ensure that you also visit the organisation's internet web-site and incorporate e-commerce as an integral part of your marketing strategy.

5. Action programmes (10)

6. Budgets (10)

7. Marketing Controls (10)

8. Presentation (5)