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Analysis Of Strategic Marketing Of Abc Company. ATHE Level 6: Diploma in Management. Analysis Of Strategic Marketing Of Abc Company. 1.1 ROLE OF STRATEGIC MARKETING IN AN ORGANISATION. Template History -! 4. 1.2RELATIONSHIP BETWEEN THE CORPORATE STRATEGY AND MARKETING STRATEGY 4. 1.3PROCESS OF FORMULATION OF MARKETING STRATEGY 5.


3.1 INTRODUCTION 13. 3.2 MARKETING STRATEGIES THAT CAN BE ADOPTED BY A COMPANY 13. 3.3 ANALYSIS OF MARKETING COMMUNICATION STRATEGIES 14. 3.4 APPLICATION AND IMPLEMENTATION OF MARKETING STRATEGIES 14. 3.5 CONCLUSION: 15. In this part of the assignment, I am going to write about key principles of strategic marketing and its relationship with overall corporate strategy. Sample Business In Pdf! I will also try to Free History -, find out how it helps an organisation to achieve its prime competitive objective over its immediate rivals. This will cover learning outcome of section 1 and 2 and all its respective assessment criteria. 1.1 ROLE OF STRATEGIC MARKETING IN AN ORGANISATION.

According to Sample In Pdf, Kotler (2012. Powerpoint Template History -! Pg38), 'Strategic planning is the process of developing and Verification Letter | Docoments Ojazlink, maintaining a feasible fit between the organization's objectives, skills, and resources and it's changing marketing opportunities'. In fact, strategy is Free History, a long term plan of an organisation in order to meet its objectives. The market is very dynamic. Letter Resignation Format, Email! Different products and services are developed by different organisation in order to Free Powerpoint Template History -, provide best service to 2 Week Notice Letter Email, the customer. Powerpoint History -! Strategic marketing will try to Examples, help any organisation or companies in developing product or service according to the changes that are occurring in the market. Customers demand and choices change more often. Due to several internal and external factors, the business environment change. In those conditions, strategic marketing is concerned on performing better in the changing condition rather than increasing its sales or revenue figures so that it can have long term effect in the customers. Free History! Quality of products or services that is provided to Verification Letter | Docoments, the customers in tough time is the Template, factor that helps to determine the future of the company. Strategic marketing is Resume Examples - Template, focused on establishing a long-term relationship with its customer rather than selling the product for just once.

Customer retention and developing a loyalty with the brand will ultimately help in boosting the revenue and profit of the organisation which ultimately makes the Free History -, shareholders and other stakeholders happy. Stakeholders need to be kept happy in order to Tenant Verification Letter Ojazlink, introduce new business plans and to continue the growth. 1.2RELATIONSHIP BETWEEN THE CORPORATE STRATEGY AND MARKETING STRATEGY. According to Verax Consulting (2011), 'Corporate Strategy at its most basic is like any other strategy-it's a plan or series of plans which are designed to achieve some specific objectives or goal.' Both corporate and marketing strategies are vital to an organisation. They often coincide with each other as major focus of marketing includes the strategic planning aspects of developing, pricing and distribution of product.

However, corporate strategy is more concerned with profitability initiatives rather than the product or service development. In general, corporate strategy defines the overall mission of the company. It guides a particular direction for Powerpoint Template - the company in which it should be guided. Resume Examples! Corporate strategies are generally made at the strategic level of the company. As discussed earlier, corporate strategy is focused more on profitability. It includes creating structure for the organization, reducing the debt and Free, gearing ratio of the organisation and improving the balance sheet of the company. Similarly, corporate strategy deals with diversifying the product line, merger or major takeovers, introducing new technology in the company, diversifying the business, reduction of overhead cost and production cost and increase in the overall profit margin of the company. However, marketing strategies involves in making plans of making or selling a product. Marketing strategies revolve around the marketing mix which includes Four Ps. The four Ps of marketing mix are product, price, place and promotion.

Considering the marketing mix marketing strategies of the | Docoments Ojazlink, company involves in creating a product which has unique selling benefit. The product is targeted in a particular geography for a particular group of people. Suitable pricing strategy is developed in order to maximize the profit of the Free Template History -, company. Similarly, different channels are used in Checklist Template - 9+ Free Pdf Documents, selling the product but proper care is taken in preserving the brand image. Free Powerpoint -! Different advertising and promotions activities are done using social media to let people know about the new products and brand. There should be proper monitoring from the executive level of the company to know whether the company's marketing strategy are moving with the company's corporate strategy. In fact corporate strategy guides the marketing strategy of the company.

Let us take an example of high profile clothing chain Burberry which purchases another retail clothing chain Primark in Letters Samples Pdf | Bussines Proposal, order to capture both high profile customers and price-sensitive customers. Powerpoint History -! This is the corporate strategy of the company. The marketing department of the company will suggest the management of the company not to merge the two companies but operate separate brands using centralized Administrative services. If the company merge the two products and sell under the Resume Marketing. Top 12 Marketing Tips. Cv Advice, same name, it would confuse both sets of consumers and finally damage the brands. Free Template History -! Burberry customers which are usually high profile will hesitate to go back to - Template, the store and the Primark customer which are usually price-sensitive assumes that the price has gone up which they cannot afford. Thus, there is a very close relationship between the marketing and corporate strategy of the company. 1.3PROCESS OF FORMULATION OF MARKETING STRATEGY. According to Template History -, Alex Saez of Demand Media, 'Marketing Strategy formulation is the process of - 9+ Free Download, defining an Free Powerpoint Template History -, organisation marketing goals and objectives'. The formulators will create a guide through this. In this process they examines the market and use the information received in determining the approaches that should be taken in reaching the clients and encourage them to use the product or service. In the process of New Employee Checklist Download, formulation of marketing strategy, the first step that should be considered is the determination of what a company or person want to achieve in terms of marketing.

Some of the basic things may be to let customers know what the company is selling and how they can benefit by - using them. The second step can be the Examples, analysis of existing external and internal trends. The internal trend can be the launch of new version of a particular product like Samsung introducing new Samsung S5 mobile. The external trend can be is to analyse how the new version will be able to compete in the market where there are a lot of similar products. It is Free Powerpoint History, like to analyse how Samsung new version of mobile will be able to compete with new brand of iPhone and Sony Ericsson mobiles. The third step in the process is to assign a value to the outcome of the strategy which is to calculate how much revenue or profit the marketing strategy will be able to generate over - 7+ In Pdf, a period of time.

If the value is not cost effective, the product may not be suitable for the company to Free -, produce. Sometime the - 7+ Documents In Pdf, cost of production of Free Powerpoint History, a product or service can be much higher than the revenue. At that time, other alternatives must be chosen. After setting a certain target, each department of the company is Sample Agreement - 7+ Documents, given a particular task to identify their role in achieving the Template History, strategic goals. This will help company to know what will be the position of the company after the implementation of the strategy in terms of size and revenue. In final step of the process, all the information that were gathered are analysed and only the strategy that suits and 2 Week Notice Sample. Resignation Letter, best fits to the company's goals and objectives is chosen. 1.4 DECISIONS AND CHOICES AT CORPORATE LEVEL. Fig: 1.4 Strategic Pyramids ( In the Free Powerpoint Template -, strategic pyramid of a company, corporate strategy level always comes at the apex of the pyramid. At this level, most of the major decisions of the company are taken. Ansoff matrix will help the management level in | Docoments Ojazlink, determining the marketing strategy that the company should adopt.

It can be better understood by the following figure. Fig: Ansoff matrix (Source: Business Analysis, ACCA) If the company wants to increase the share in the current market of Powerpoint Template -, its existing product, it can take a strategy to reduce the price of the product so that more people buy it. Sometimes the Checklist - 9+ Free, company has to go into new market with its product to increase its market. Free Powerpoint History! Management has to decide on introducing new product on its existing market whereas sometimes the company has to go into new market by developing completely new product. All the major decisions are taken at corporate level. Porter's generic strategy tells how a company compete in the current market. Decisions are made at corporate level in determining which strategy the company should choose. It can be by taking a focus strategy or differentiation strategy or cost leadership strategy. In focus strategy, the management focus particularly on niche market. They try understanding the Verification Letter Ojazlink, dynamics of the market and needs of the customers.

In differentiation strategy, the strategy is taken in order to make the product or service different from the customer. They try to introduce attractive product to the customers. Similarly, in cost leadership strategy, strategies are made in order to Free Powerpoint -, reduce the cost of the product and selling at Resume Tips Top 12 Marketing Cv Advice lower price than that of competitors. These type of strategies and decisions are made at corporate level. It guides the activities that should be performed at Free Template History - business and functional level. 1.5DECISIONS AT BUSINESS AND FUNCTIONAL LEVEL. After the decisions are made at corporate level, it comes to the business level where unlike the corporate level, they focus on Resume - Template particular business. There are different departments like finance, human resources and research who are assigned a particular job to Template History -, perform. Each of them set their own targets and develops distinctive capabilities and competitive advantage. They try to Business, identify the product or market opportunities.

The strategies that are made at Free Template History - business level are concerned with whether the operations that are performed at this level match with the Checklist - 9+ Pdf Documents, overall objectives made at corporate level. Strength, weaknesses, opportunities and threats of individual units are identified at this level and Free Template -, decisions are made. They guide the functional level in performing their duty. Decisions made at Sample. Format, Email functional level are more concerned in managing the functional areas of the company. In fact, functional level is assigned the duty to Template History, convert the decision made at corporate level and business level into Business Agreement - 7+ In Pdf deeds. There are different departments such as marketing and sales, human resources, research and finance.

Each function contributes towards achieving the Powerpoint Template, targets. 2 Week Resignation Format, Email! It deploys specialists within the particular functional areas and integrates different activities within it. 1.6 COMPETITIVE POSITIONING OF AN ORGANISATION. In order to compete in a market, an organisation should have clear sets of goal or objectives. Only clear sets of goals give a proper direction to the company. There are various competitors in the market but the company has to build competitive strategy which can give sustainable competitive advantage over the rivals. While achieving the marketing objective of the company, a company faces different types of risks. History! There are many competitors who are selling the same or similar products or service in the business environment. There are many new competitors in the market who come up with different marketing strategies. Sample Business Consulting! Change in government regulations, tax and other charges, environmental regulation often brings obstacles to the company.

The risk should be tried to be minimized or avoided. Free Template -! Sometime the risk can be transferred to other companies like insurance company whereas sometime it has to be accepted. A company can introduce itself in the market by Resume Marketing. Marketing Resume Tips. being a market leader. In that case, it has to minimize the price of the product. While doing so, the company may not generate enough profit which affects the future strategy of the company. In order to reduce the cost of the product, the Template History, production cost should be minimized. At that condition, the quality may be compromised which ultimately affect the future of the Resume Examples Housekeeping - Template, company. This strategy is beneficial when there are lots of competitors in the market selling similar product or service. Sometime company has to take some risky approach in order to keep itself in strong position in the competitive market. It has to challenge by Free Template going into new market or introducing the 7+ Application Letters Samples Pdf | Bussines Proposal, new product. Launching expensive gadgets in developing countries seems to be risky but there may be people who can afford the product.

In those conditions, company can benefit by Free Powerpoint Template challenging the market. There are conditions when company has to simply follow competitors. They wait and Resume Resume Tips., sit until someone goes into new market or produce different product in Powerpoint History, the existing market. Once the strategy seems successful, they come up with their product in the market. They don't want to take risk. Many hospitality business runs on this basis. Similarly, a company can have competitive advantage by New Employee Checklist Template - 9+ Pdf Documents focussing on small or niche market. There are different businesses which are focused on particular group of people. Luxury brands like Ferrari, Porsche and Rolex are focussed on affluent customer who can pay premium amount to get the Free Template -, product or service. Their marketing strategy is to attract particular group of people than the ordinary people.

To sum of the principles of Resume Top 12 Resume, strategic marketing, strategically developed marketing strategies are the building block of overall corporate strategy. However, we must always keep in mind that wrong strategy can give completely wrong direction to an organisation and it will be impossible for any organisation to meet its prime objectives. I am going to discuss on how strategic marketing analysis can be carried out. I have prepared slides which I am going to discuss in Powerpoint History -, this presentation. 2.2 INTERNAL ENVIRONMENT ANALYSIS. At the beginning, on the first slide, I am going to Checklist - 9+ Free Download, make an Powerpoint Template, evaluation on internal environment of the company which is considered as a vital for making any strategy for a company. Internal environment of the company includes the company`s internal stakeholders including employees, shareholders and management. The management of the company formulates the mission and objectives for the company based on the available resources, capabilities and competencies of the Checklist - 9+ Download, organisation. While doing the internal analysis, the management can identify how its strength can assist in achieving its goals and how its weaknesses may hampers the plans. It is very important for making any good marketing strategy for the company. While discussing on Free Powerpoint History the internal environment, resource based approach will help company to identify its resources and capabilities.

While making any strategy for marketing, its needs different resources such as tangible and intangible assets like finance, premises, manpower, skills and Resume Tips Resume Cv Advice, knowledge. These resources will assist the company to react in Template History, the dynamic condition. This will help company to exploit the opportunities available in the market. If the company doesn't have enough funds to invest in new project or doesn't have skilled manpower to identify the opportunities available in the market, then the company faces problems of Marketing. Top 12 Marketing Tips., growth and Free, expansion. Similarly, it helps to identify how rare the company strategy is and whether it can easily be copied by the competitor.

These types of things are analysed during internal environment analysis. Similarly, it is considered vital to do value-chain analysis. There are two types of value chain- industry value chain and 7+ Application Samples Bussines 2017, company's internal value chain. In this assignment company's internal value chain is considered as important and discussed. There are four steps while evaluating the company's internal value chain which are identification of value chain, determination of strategic activities, tracing costs to activities and Template, improving the management of value chain activities. 7+ Application Samples Pdf | Bussines! In first stage, different activities that create value to Powerpoint Template -, the company like structural, procedural and operational activities are identified. In second stage, among the Examples Housekeeping - Template, different activities only the activities which are strategic are chosen. Powerpoint Template History! Company try to find out the opportunities which it can exploit to 2 Week Letter Sample. Letter, create value to Free History, future customers.

In the third stage, different accounting techniques are assigned to trace cost to different activities on the value chain. In the final stage, company try to manage different activities of the value chain in order to reduce cost and be better than the competitors. 2.3 EXTERNAL ENVIRONMENT ANALYSIS. After the internal analysis, it is Business Consulting Agreement, really important to find out the Free Template History -, external factors that affect the company's marketing strategy. External environment can be divided into micro and New Employee Template, macro environment.

I have used the PESTEL (political, economic, social, technological, environmental and History, legal) framework to discuss different factors. Political factors include the political stability in the country, stability of the government, government policy and Resume, programmes that affect the businesses. Different political parties in the country have different political agendas and often formulate different policies when they are in the government which may affect the existing or new investments. Along with political factor, economic factor is also key in determining the marketing strategy for the company. Template -! There are different aspects like basic wage rate, personal income tax and corporation tax, inflation rate and economic growth rate of the country. Technological factor is also considered as very important. Technological development has made life very easy and Resignation Letter Format,, competitive. If we want to concentrate on marketing, there are different modes of marketing in current days.

Company can do marketing through internet, mobiles along with classical means like newspaper, television and Free, radio. Environmental issues are also considered as very important factors. Environmental conservation group must be kept happy while implementing different plans. Different regulations must be followed. Legal factors are also considered important.

There may be change in different rules and Verification Letter, regulation which must be updated while making strategy. There may incur heavy penalty if company doesn't comply the rules and regulation. Microenvironment of the company is another important factor to affect the company's marketing strategy. Customers, suppliers, intermediaries, public, competitors and components need to be analysed during the analysis of microenvironment. Customers are the users of the product or service.

They should be provided the correct information regarding the product or service. Suppliers need to be kept happy. Different Medias are the suppliers during the marketing. They need to be paid on Free Powerpoint Template time. There are other intermediaries like agents who help to link the company with suppliers and 7+ Application Letters Samples Pdf | 2017, customers. Along with this, there are public who are interested in the company's investment towards society and community.

They expect them to react in most ethical way explaining their financial status, debt structure and liabilities. Customers often come with different product and services. There should be uniqueness in the product in order to Free Powerpoint History -, create value of the goods/ service which is hard for competitors to copy. There are other components like culture and traditions, values and beliefs that are existing in 7+ Application Letters Samples Proposal, a particular community or geographic location which need to be considered while marketing. In the next slide I am going to discuss on the analysis of the competitor. Powerpoint Template History! In the first stage, it is essential to identify who are the competitors in Samples Pdf |, the market selling similar product or service. Then on the next two stages, the competitors that are in the market and new competitors that are coming in the future are analysed. Powerpoint Template History! After that they are ranked according to their effect to Housekeeping - Template, the company. In the next stage, the analysis in the market is done.

Finally, company's performance is Template History, compared with the Letter | Docoments, most successful competitor in the market. 2.4 INTEGRATION OF INTERNAL AND EXTERNAL FACTOR. Although internal and external environment are discussed separately, it is not possible to make decision or strategy based on the analysis of only Free Powerpoint Template -, one component. Both the internal and external environment should be integrated. A different framework called SWOT (Strength, Weakness, Opportunities and Threat) analysis is done in order to find out Resume Marketing. Top 12 Marketing Cv Advice, integration between them. Strength and weaknesses look after the internal factor of the company whereas opportunities and threats look after the external factor. It is essential to look after the Powerpoint History -, internal factors of the company before determining strength and weaknesses of the company. Company's management structure, financial capability, operational efficiency and decision making process are analysed. There can be different strength of a company. Multi-skilled staff helps company to perform its work efficiently and effectively.

Low cost has always been the 7+ Application Pdf | 2017, strength of any company. Fewer management levels help in quick decision making process. Free Powerpoint! Enough resources and financial capabilities help company to make new investments. There may be many weaknesses in Top 12 Marketing Tips., a company which stops company in moving forward. Heavy reliance on external environment is considered as weaknesses. Lack of Free Template History -, competent staff, limited resources, complicated board structure and New Employee Checklist - 9+ Pdf Documents Download, slow decision making process hinders in moving forward. External factors provide opportunities and threats for Template History a company. Favourable rules and regulations, development of Sample Consulting - 7+ In Pdf, good infrastructure, low competition, availability of resources and History -, big market are some of the opportunities that help company in making new strategy.

Similarly, there can be threats from new entrants and the existing competitors. Change in tax rate, increase in basic pay and environmental regulations are threat for any company. Thus, internal and external environment analysis is very important for good marketing strategy. To: The Manager, Millie's Cookies. From: ABC Marketing Solutions. Subject: Strategic Marketing Analysis of Millie's Cookies. Date: 24 February 2014. We are very happy to develop a marketing strategy for Millie`s Cookies.

In this report, I am going to discuss on how marketing strategies can be used to give greater competitive advantage for Millie`s Cookies. 3.2 MARKETING STRATEGIES THAT CAN BE ADOPTED BY A COMPANY. Since Millie's cookie is one of the best retailers of cookies in London, there are many marketing strategies that the company can adopt to maintain and promote its business. It can use STP (Segmentation, Targeting and Positioning) approach. Segmentation: Market Segmentation is a process of dividing a market into Letter Sample. Format, distinct groups of buyers with different needs, characteristics, or behaviour that might require separate products or marketing programs (Kotler and Armstrong, 2012). Since, Millie's cookies are found all over the UK, it is better to segment the customer based on Free Template - the age group. Cookies consumption is different on different age group.

So, I have tried to segment the consumer based on the group. Different age group like children, youth, adult and Tenant Verification Letter | Docoments Ojazlink, old is made. Targeting: Target Marketing is a process of Powerpoint History -, evaluating each market segment's attractiveness and selecting one or more segments to enter (Kotler and Armstrong, 2012). It is Marketing. Resume Tips., not possible for Free Powerpoint History - the entire segment to accept one strategy. Only a particular segment can be targeted to focus.

I have tried to focus on children who are easily attracted towards sweet things. Positioning: It is the process of arranging a product to occupy a distinctive, clear, desirable place relative to Bussines, competing products in order to Free Template History -, increase sales. I suggest reducing the price of the cookies to make it more affordable to children and Tenant Verification Letter Ojazlink, include some attractive toys and sweets in the product. Relationship Strategies: it is the strategy to foster loyalty of Free, customer, interaction with them and maintain the long-term engagement. It focuses on customer acquisition, retention and extension.

Since acquisition of children as customer is easy due to sweet taste of the cookies they can be retained by reducing the price as they don't have enough money. Product Innovation and Development: It is another important strategy in marketing. Children can be attracted towards the product by developing more attractive and tasty cookies. Tips Marketing. Top 12 Resume Cv Advice! Millie's can introduce cup cakes and celebration cakes for birthdays and events. Branding: According to American Marketing Association(AMA), ' Brand is a name, term, sign, symbol design or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from Powerpoint Template History -, other sellers.' Millie's can use its brand name to exploit its opportunities. It can be the best brand among the children by Tips Tips. being more attractive and tasty. Customer can be retained for long time since they keep on buying till they turn adult. Marketing and Distribution: Marketing and distribution are two important ways of improving the sales of the company. Marketing can be done by Millis cookies through television (especially on Cartoon Programmes which are most watched by Powerpoint History Children) and through hoarding boards in front of schools. Some free sample cookies can be distributed in Sample Business Consulting Agreement - 7+, schools, nurseries and Powerpoint Template History -, children parks.

Price should be kept very low so that children can buy cookies with their pocket money. 3.3 ANALYSIS OF MARKETING COMMUNICATION STRATEGIES. According to Checklist Template - 9+ Free Download, Felicia Greene of Demand Media, 'Marketing communication helps to develop brand awareness, which means that consumers translate product information into perceptions about the product's attributes and its position within the larger market'. MARCOM is the abbreviation of Free, marketing communication and it build on marketing strategy plan. The first thing is to create a marketing objective that specifies what we want customer to do after they learn from the communication. In case of Millie's Cookies, the objective can be to Business Agreement - 7+ Documents In Pdf, increase the number of children in the shop by 10%. Different electronic Medias and Free Template History -, other means like children books can be used in messaging the product of Millie's cookies among the Sample Business Consulting Agreement - 7+ In Pdf, children.

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It can have a competitive advantage over Template, its rivals. Aung. et. al .2001. Core competencies of service firms a framework for strategic decisions in international markets. Journal of Marketing Management.17(7/8).pp619-643. Baker,M.2000. Strategic Marketing Plan Audit. London: Prentice Hall. Etingen, A. 2011.Business Analysis. London: Interactive Worldwide. David, F. Tips Marketing. Top 12 Resume Cv Advice! R. 2007.

Strategic Management Concepts and Cases. 11th edition. New York: Prentice Hall. Porter, M, E. 1988.Competitive Strategy. New York: The Free Press. Jagersma Pieter, K. 2006. Strategic Marketing and the global banking industry elements of excellence.

Journal of Business Strategy.27(4),pp50-59. Kotler, P Armstrong, G.2012. Principles of Marketing.14th edition. London: Pearson Education. Lancaster, 1998. An empirical investigation into the process of strategic marketing planning in SMEs. History -! Journal of Tenant | Docoments Ojazlink, Marketing Management. 14(8)pp853-878.

Lee, K Carter, S. 2005. Global Marketing Management: Changes, Challenges. and New Strategies. New York:Oxford University Press Inc. Piercy Nigel,F.2009. Market led Stategic Change.Oxford: Butterworth Heinemann. Porter's Generic Competitive Strategies (ways of competing). 2014. Porter's Generic Competitive Strategies (ways of competing). [ONLINE] Available at: [Accessed 22 February 2014]. Porter's Generic Strategies - Strategy Skills Training from

2014. Porter's Generic Strategies - Strategy Skills Training from [ONLINE] Available at: [Accessed 22 February 2014]. Prahalad, C.K., and Hamel, G. 1990. 'The Core Competence of Corporations', Harvard. Business Review, 68(3)pp 79-91. Strategy pyramid | On Product Management. 2014. strategy pyramid | On Product Management. [ONLINE] Available at: [Accessed 21 February 2014]. Value Chain Analysis. Free Powerpoint Template History -! 2014. Value Chain Analysis. [ONLINE] Available at: [Accessed 24 February 2014]

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