... groups. Therefore, the consumer market is their main market. According to Key Note, the book market continues to show growth, but is more challenging than ever before. Newspapers and magazines are a strong market. However, CDs, DVDs and Videos are not a huge market and not very profitable for WH Smith. They struggled last Christmas with terrible sales in the US travel retail business due to the 11 September attack. 3.2 The role marketing planning and the marketing plan play for WH Smith As an international company and the largest retailer of books, magazines and stationery in the UK, WH Smith's operational environment is more and more complex internally and externally. They need the strategy of marketing planning to help them organise and achieve their objectives which are being a market leader in each of their markets and providing the best service for customers. (WH Smith 2003 annual report) In accomplishing the ...

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