Marketing strategy for growth
A Wilkinson case study

Page 1: Introduction

Listen to page 1

Businesses must respond to change in order to remain competitive. Developing appropriate strategies which allow them to move forward is essential. Wilkinson is a prime example of a business that has responded to changing customer needs throughout its history. It is one of the UK”s long-established retailers of a wide range of food, home, garden, office, health and beauty products. Growing...
Read full page

Page 2: Marketing strategy

Listen to page 2
[audio= strategy]

To grow, a business needs to give consumers what they want, at a price they are satisfied with, when they want it and make a profit for the company. Wilkinson commissioned market research which identified key potential for growth in the student sector. It had to develop a strategy for growth that not only covered the specific requirements of this target group, but also linked closely with the...
Read full page

Page 3: Market research

Listen to page 3
[audio= research]

Market research is vital for collecting data on which to base the strategy. Market research takes one of two main forms primary research and secondary research. Primary research (also called field research) involves collecting data first hand. This can take many forms, the main ones being interview, questionnaires, panels and observation. Secondary research (also called desk research) involves...
Read full page

Page 4: Marketing to students

Listen to page 4
[audio= to students]

Wilkinson involved 60 universities in research, using questionnaires distributed to students initially in Years 2 and 3 of a range of universities and then to 'freshers' (new students) through the University and Colleges Admission Service. This ensured the widest range of students was included to eliminate bias. It also gave a wide range of responses. From this initial group, students were...
Read full page

Page 5: Outcomes/evaluation

Listen to page 5

Wilkinson wanted to know what would inspire students to shop at Wilkinson more and what factors would help to attract non-customers. The research provided significant primary information to analyse the effects of the campaign. Evaluation Wilkinson used questionnaires collected from the first year undergraduates to gather qualitative data. In addition, Wilkinson obtained quantitative data...
Read full page

Page 6: Conclusion

Listen to page 6

Wilkinson marketing strategy began with its corporate aim to grow and increase stores across the UK. It was facing increased competition from supermarkets and needed to identify an area to focus on. To pursue a growth strategy, Wilkinson used market research to identify new target customers. This enabled it to prepare marketing strategies to fit the audience. Primary and secondary research...
Read full page

Related: Harrods
Case studies in Business Case Studies