Strategic Marketing

Assignment task: Hunters Boots case study.

An article that appeared in the June edition of the Financial Times (Financial Times,2023), stating that "Hunters boots' new owner was looking to take the upmarket wellington brand global as it seeks to capitalise on a new love affair with Britain across the US and Asia.

Nick Woodhouse, president of authentic brands, said the quintessentially British bootmaker had not had its story told by its previous owners..." This statement was made "...after Hunters collapse into administration...with insolvency practitioners blaming COVID-19, reduced demand and supply chain problems".

Woodhouse went on to say that "It's amazing to think this is a brand that a king will wear and the person who mucks out the kings' stables will also wear" "there is room for a terrific sportswear, accessories, bags, Luggage collection with the name Hunter." Woodhouse goes on to say that the new owners "... would not repeat the mistakes of the previous owners, which included overly focussing on the luxury sector and neglecting practical buyers."

Your task is to prepare a situation analysis for Hunters Boots in the United Kingdom in response to the above scenario

Learning outcome 1: Understand how to analyse an organisation's current and future internal and external environments.

Learning outcome 2: Identify and analyse relevant information to recommend and inform strategic marketing decision making.

You are expected to take responsibility for maintaining and managing confidentiality issues in your work. You should maintain and respect confidentiality in relation to the protection of personal, technical and/or commercial information of a sensitive nature in your assessed work, whatever the format.

Coursework: 2500-word Group Report

Assignment task

Working in the same groups as for PR1 create a 2500-word report utilising the SOSTAC planning framework to detail all required elements of the strategic marketing plan in response to Hunters Boots case.

Hunters Boots
An article that appeared in the June edition of the Financial Times (Financial Times,2023), stating that "Hunters boots' new owner was looking to take the upmarket wellington brand global as it seeks to capitalise on a new love affair with Britain across the US and Asia Nick Woodhouse, president of authentic brands, said the quintessentially British bootmaker had not had its story told by its previous owners..." This statement was made "...after Hunters collapse into administration...with insolvency practitioners blaming COVID-19, reduced demand and supply chain problems".

Woodhouse went on to say that "It's amazing to think this is a brand that a king will wear and the person who mucks out the kings' stables will also wear" "there is room for a terrific sportswear, accessories, bags, Luggage collection with the name Hunter." Woodhouse goes on to say that the new owners "... would not repeat the mistakes of the previous owners, which included overly focussing on the luxury sector and neglecting practical buyers."

Task is to formulate a full strategic marketing plan for Hunters Boots in the United Kingdom in response to the above scenario.

CW1 builds on the in-depth audit delivered in PR1.

The outcome of the audit will inform a full strategic marketing plan detailed in a group report as follows- :
· A strategic audit of where the organisation is now, using relevant models and frameworks to audit the current situation.

· Identification of the organisation key strategic marketing objectives.
· A review of strategic options to achieve goals.
· Strategy implementation.
· Monitor and control mechanisms.

A group log detailing individual contribution must be maintained and handed in with the final report.
You should include as a minimum:
Market Analysis (please back up your analysis with well documented research) Market size and trends data.
Competitor's analysis
Macro & Micro economic forces affecting the organisation (using relevant models to include PESTLE and TOWS analysis)
Customer analysis/personas (STP Marketing) Stakeholder analysis

Identification of the organisation key strategic marketing objectives for the campaign which are SMART in approach.

Campaign strategy - How your market research led to your recommendations The reason for the campaign and/or strategic goal of the campaign Market growth opportunity/Ansoff's matrix.
Target audience
General campaign messaging

Strategy implementation (Tactics) covering key areas of the marketing and the communications mix. A need to demonstrate knowledge of the RACE model as a framework for digital campaign planning and its relevance to your campaign plan specifically

Marketing roll-out plan (a GANTT chart is preferred) Channels to be used
When/timing
Text/copy to be used (if relevant) Budget - document all budget assumptions Key Performance Indicators (KPIs)/Metrics
Recommendations of how the organisation could continue to engage with their audience in an always- on digital environment

Learning outcome 3: Develop a strategic marketing plan to realise organisational objectives.

Learning outcome 4: Recommend appropriate control mechanisms to measure and monitor the implemented marketing strategy.