Abstract
We shall assume that we are Debenhams' , a well-known department store in the UK on the clothing market. The aim is to put in place a future marketing plann with a clear strategy. But before that, a rather weighty analysis is necessary. Concerning the external audit, we observe that political and economic factors are as a whole rather stable, that sociocultural elements are positive and that technology evolves in the right way. The internal audit reveals that Debenhams is everywhere in the UK and is beginning to expand at the international level. Its competence area is rather completed but the company has some experiencing financial difficulties the last few years.
Furthermore, sales have begun to run out of steam. We observe that clothing market on British territory is extremely competitive. Indeed, we find very different actors: specialists, supermarkets, mixed goods retailers, etc. We also know that English pay heed to their appearance and they are attracted by fashion. But purchase habits of British people as well as their expectations evolve continually.
