C/M/425. A Critical Analysis of Marketing Strategy of WHSmith

In this study, the marketing strategy of WHSmith have been analysed and this has been compared with the marketing approaches of other retail companies in the UK such as Ryman, Clinton cards, and Waterstones. Some basic differences in the marketing strategy of these companies have been identified and comparisons are drawn. A questionnaire was distributed to 100 participants and 70 completed questionnaires were finally analysed to show that more that 77% of individuals shopped at WHSmith because of the promotions available and 74% of participants suggested that they would prefer to shop in a store where they would find all types of products This shows that variety and promotions would be some of the major practices of marketing that companies such as WHSmith seem to be using effectively for its success. The study concludes with the point that policies of companies are basic guidelines that should be used as cod of practice although in practice promotions could be an effective tool for marketing and selling of products. The importance of company policies and promotions has been emphasized.