The paper begins with a brief overview of company, which is largest supplier of gas in the UK. The paper then attempts to prepare a strategic plan for Centrica Plc for the next five years covering vision, mission, medium (strategy) and long term objectives. In a bid to achieve this various planning tools like SWOT, BCG and Shell’s model have been employed.
The report is within the requirements of the standard 3-year marketing plan featuring such sections as follows: Introduction; Situational Analysis; Mission; Objectives: Corporate and Marketing; Marketing Strategy; Marketing Mix Strategies; Implementation; Budget; Control. The report includes the latest figures available of the company and graphically illustrates all of the models used for the purposes of the marketing plan, for instance, SWOT and expanded SOWOT, Ansoff Matrix, 7 S Analyses, GE Matrix and Perceptual Mapping.
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