Marketing Mix Strategy for John Lewis Essay Example | Topics and Well Written Essays - 4250 words

Marketing Mix Strategy for John Lewis - Essay Example   Objective for John Lewis John Lewis is based upon ownership structure and commercial success that are unique in nature and built upon partnership reputation. Thereby, the overall objectives of the organisation should focus upon partners, customers and profit. Partners should achieve personal satisfaction in being one of the members of a co-owned enterprise, employ and preserve loyal customers through their application of their continuous trust and should make adequate profit to continue commercial vitality with expectation and profit sharing among members (John Lewis, 2011). 1.1. Marketing Objectives Marketing objective will be towards the achievement of overall goals of the business. There are objectives that are related to product. John Lewis needs to launch more product lines either through their own brands or through collaboration with other brands in different parts of the world (Mesure, 2005). Production cost and other costs need to be reduced so that products are affordabl e and competitive pricing is maintained. There are certain merchandises that have gained high sales volumes. Also, many of the merchandises experienced low sales volumes. Strategy needs to be developed to manage the product lines according to own brand and other brands that are associated with high and low margin. 2.0. Environmental Analysis 2.1. Political Environment The government of the UK encourages the retailers to offer mix job opportunities from locally-based, flexible jobs to highly-skilled and higher-paid jobs. This industry is high with regards to staff turnover. However, the model of John Lewis ensures that the employees are loyal to the company. 2.2. Economic Environment Economical factors have the influential power to affect John Lewis and Waitrose in terms of price, profit and cost. Due to financial crisis, there has been increase in the level of unemployment. This tends to affect the demand for goods and services (Adair & Et. Al., 2009). The economic factors are at th e certain point of time, out of control of John Lewis and have its effect on the company’s performance and thus marketing mix can be intense. The slowdown in market will affect John Lewis in non-food category and Waitrose in food category. However, this is not under the control of the company.