...Strategic Marketing is the way a firm effectively differentiates itself from it’s competitors by capitalising on its strengths (both current and potential) to provide consistently better value to customers than its competitors. In principle it’s that simple, but it means a lot more than getting creative with the marketing mix. Armed with a thorough understanding of the firm’s capabilities and aspirations, the customer market and the competitive landscape, the Goal of Strategic Marketing (and the job of the strategic marketer) is to maximise a firm’s positive differentiation over competitors in the eyes of its target market. It does this by answering 3 key questions; where, how and when should the business compete. In understanding this, it’s no surprise that a Strategic Marketing Plan will often lay a framework for fundamental change in the way a firm works and how it engages its markets. Business-to-Business (B2B) Marketing, like any area of management, has both strategic and operational components. While operational marketing (marketing management) is concerned with developing a suitable marketing mix to realise a set of defined business goals, Strategic Marketing on the other hand is concerned with defining what the business needs to ‘be and become’ to consistently beat the competitors by delivering consistently better value. Simply put, the Role of Strategic Marketing is to decide: 1. Which markets to compete in (where to compete). 2. What the basis of the firm’s competitive...
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...Strategic Marketing! KS Strategic Marketing is the central team dealing with the development of the brands and products within the KS Group in co-operation with local marketing teams. The team is responsible for ensuring that Franke Kitchen Systems utilises its full strength as a leading provider of kitchen products and the world's leading kitchen sink manufacturer and supplier. KS Strategic Marketing is concerned with four main functional areas: Marketing Communications The Marketing Communications team is responsible for the creation of the global identity of the Franke brand. This involves the creation of the brand identity, imagery and guidelines which form the basic building blocks of the Franke brand. The objective of the team is, in partnership with the local sales companies, to enhance the position of the Franke brand as a global lifestyle brand which people the world over aspire to have within their kitchen. Global Product Management The Global Product Management team is responsible for guiding the strategic direction of the product categories in which Franke operates. The team is charged with managing a continually improving range of products which enhance the position of Franke and the other brands within the Franke Group as leaders and innovators within the Kitchen industry. Each GPM works closely with the teams within the local markets to identify needs, developing commercial concepts which the members of the Franke KS Competence Centres then turn...
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...Strategic Marketing and Its Environment art 1 introduces the field of marketing and offers a broad perspective from which to explore and analyze various components of the marketing discipline. Chapter 1 defines marketing and explores some key concepts, including customers and target markets, the marketing mix, relationship marketing, the marketing concept, and value. Chapter 2 provides an overview of strategic marketing issues, such as the effect of organizational resources and opportunities on the planning process; the role of the mission statement; corporate, business-unit, and marketing strategies; and the creation of the marketing plan. These issues are profoundly affected by competitive, economic, political, legal and regulatory, technological, and sociocultural forces in the marketing environment. Chapter 3 deals with these environmental forces and with the role of social responsibility and ethics in marketing decisions. ONE PART P Economic forces Competitive forces Political forces Product Promotion Customer Price Sociocultural forces Distribution Legal and regulatory forces Technological forces 1 1 OBJECTIVES 1 Define marketing. 2 Understand several important marketing terms, including target market, marketing mix, marketing exchanges, and marketing environment. 3 Be aware of the marketing concept and marketing orientation. 4 Understand the importance of building customer relationships. 5 Explain the major marketing functions...
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...business • if you work for a firm with multiple offices, whether marketing is centralized or decentralized • the business development model your firm has in place (seller or seller/doer) • whether your firm separates marketing and business development functions The creators of Blueprints adopted a broad view to make the information applicable to wide range of professionals and A/E/C firms. Please take this into consideration when weighing the applicability of the recommendations to your role and your firm. Making the Distinction Between Business Development and Marketing SMPS defines business development and marketing as follows: Business Development: The process of identifying opportunities,developing relationships, and securing profitable work for the firm. Marketing: The process of creating awareness for the firm and providing support for business development activities. Throughout Blueprints, business development and marketing functions are separated in order that they may be fully explored in the context of establishing departments, defining jobs, and evaluating skill mastery. SMPS recognizes that some firms do not make a distinction between business development and marketing. Guides for Marketing and Business Development Departments The information contained here can lead to a robust conversation about your firm’s marketing and business development program, the role of marketing in a successful business, and the professional support your firm...
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...13 Strategic Marketing Orhan Table of Contents 1.1. Contemporary marketing strategies: 2 1.2. Strategic marketing planning process: 4 1.3. Design of market driven strategies: 6 1.4. Translation of strategies into marketing programmers: 7 1.5. Key marketing activities: 7 1.5.1. Limitations: 9 1.5.2. Contributions and growth: 9 1.5.3. Contributions to informed marketing decisions: 9 1.6. Critical issues confronted in implementing managing the market – driven strategies: 10 References: 10 1.1. Contemporary marketing strategies: This section will explain what constitutes the contemporary approach of the marketing strategies. The contemporary approach refers to the era when ‘marketing’ as the discipline of business became the vital element of the business marketing strategy. The stress is now more with the customers, the needs and also the perceptions will be about the products and also service. The customer will be really the king so that they find the ways which helps them to please the customers and win their loyalty. (Spirig, 2011) The marketing orientation is the most popular ones among the contemporary orientations. They involve the process in which the firm where they prioritize their marketing plans with the marketing concept so that they supply their product and also offer their services which will suit their change in the consumer tastes. (Mongay, 2011) The way the customers observe the firm will utilize the market researchers...
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...about the eruption of bird flu, Asian tsunami, etc. (International Air Transport Association, 2007). Vietnam Airlines (or VNA) which was originally established in 1956 under the name Vietnam Civil Aviation is the largest full-cost airline in Vietnam (CAPA – centre for Aviation). With a 40.6% market share, Vietnam Airlines has a tremendous opportunity in expanding their business for both domestic and international network in tourism industry. According to CAPA, with the investment in new aircraft and flight network, Vietnam Airlines desires to become the second largest full-cost airline in Southeast Asia by the year 2020. To implement this expectation, Vietnam Airlines should have overall information of the company to set up the suitable marketing strategy in the next period. Internal Analysis As the first corporation in civil aviation industry in Vietnam with the government assistance, Vietnam Airlines has its own strengths. However, weaknesses are inevitable in any organization including Vietnam Airlines. Strengths Obviously, many state-own companies have advantages in operations due to the support from the government, so as Vietnam Airlines. With a long time in this industry, Vietnam Airlines is considered as a traditional airline and a strong brand in domestic market. In people’s mind, it is an experienced and reliable local airline in service quality, safety and technology. Besides, Vietnam Airlines offers a diversified service system for different segments from high...
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...The Warwick MBA Assignment Cover Sheet Submitted by: 1167477 Date Sent: 2013-12-09 Module Title: Strategic Marketing Module Code: IB8050 Date/Year of Module: December/2013 Submission Deadline: 2013-12-09 17:30 Word Count: 2890 Number of Pages: 11 Question: [Question Number and Title, or Description of Project] “This is to certify that the work I am submitting is my own. All external references and sources are clearly acknowledged and identified within the contents. I am aware of the University of Warwick regulation concerning plagiarism and collusion. No substantial part(s) of the work submitted here has also been submitted by me in other assessments for accredited courses of study, and I acknowledge that if this has been done an appropriate reduction in the mark I might otherwise have received will be made.” 1 Nokia shifting from a “Leader” to a “Challenger” – Marketing Strategy of Nokia Lumia 1020 1. Executive summary Nokia was one of the most recognized and well-loved brands in the world. It was trampled and nearly destroyed by the disruptive innovation of Apple’s iPhone and the massive success of Android OS in the smartphone sector. Nokia holds many of the key technologies for mobile devices, but lacked the foresight and leadership to seize the massive opportunity in the shift from feature phones to smartphones. (Patric, 2013) In order to regain its lost market share and return to the leadership position, Nokia created series smartphone...
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...Title: Strategic Marketing Assignment Topic You have been provided with a case study of NIKE (see Appendix 1). In your case report, identify three or four Marketing Challenges covered in this subject and address how those challenges can be met using the principles developed in this subject. Please ensure to use academic in-text references adequately to support your suggestions. Report writing format should be used. Word count: 2582 Executive Summary In this report, Nike’s case will be studied with reference to the marketing challenges the company has faced. The methods regarding overcoming those challenges will also be studied in this case. Nike has grown from selling shoes from a car boot in 1964 to one of the world’s bestselling sports shoe brands by 1974. Once the brand was established as bestselling, there were marketing challenges to overcome. Some of those marketing challenges faced by the company will be discussed in this report. The first challenge is the perceptions of people that Nike shoes are produced by low paid labor that have to work in poor conditions to get paid. The second marketing challenge faced by Nike is that initially the celebrity endorsement worked wonders for Nike, but since the 1990s, star selection has been less than perfect. Another marketing challenge faced by Nike is that with the change in generation, the company was not able to carry forward its image of best sports shoes brand. The issue at hand is that the company must find ways...
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...ATHE-Level-6 Diploma in Management Strategic Marketing Unit 6.5 Submitted to: London Churchill College Submitted by: Student ID: Date of Submission: Table of Contents: Introduction: 2 Task 1 3 1.1 Assessment on the role of strategic marketing in an organization: 3 1.2 Analysis on the relationship between corporate strategy and marketing strategy: 3 1.3 Analysis on how marketing strategy is developed: 5 Task 2 6 2.1 Evaluation on approaches to internal environmental analysis 6 2.2 Evaluate approaches to external environmental analysis: 7 2.3 The integration of Internal and external environment analyses: 8 Task 3 9 3.1 Analysis on decisions and choices to be made at a corporate level: 9 3.2 Assess how these decisions influence marketing at business unit and functional level: 10 3.3 Analyze approaches to competitive positioning of organization: 11 Task 4 12 4.1 Identify a range of strategies that can contribute to competitive advantage 12 4.2 Analyze marketing communications strategies 13 4.3 Analyze marketing strategies, their application and implementation for an organization 14 References: 15 Introduction: Marketing is one of the most critical and vital functional area. According P. Kotler & A. Chernes, (2012) Marketing is a managerial process for offering products and services for consumption in...
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...Task画1 1.1 Using examples, discuss the role of strategic marketing in your organization. 2 1.2 Using examples, explain the processes involved in implementing a marketing strategy in your organization 2 1.3 Evaluate the links between strategic marketing and corporate strategy and provide examples of those links in your chosen organization 2 Task画2 2.1 Identify and assess key theoretical models used in strategic marketingplanning. 3 2.2 Discuss the way in which your organization implements its strategic positioning through a range of marketing tactics 4 2.3 Identify relationship marketing activities implemented by your organization and evaluate the success of these activities 4 Task画3 3.1 Using appropriate marketingtechniques ascertain and justify a growthopportunity for your organization (250 words) (A.C.3.1) 5 3.2 Select and justify a suitable marketing strategy for the selected market. 5 3.3 State an appropriate strategic marketing objective for the new market and a marketing mix to achieve this objective 5 Task画4 4.1 Explain the major changes that have occurred in the external environment and assess the impact on the marketing strategy of your organization. 6 4.2 Carry out an analysis of your organization’s current marketing strategy and identify its strengths and weaknesses. 6 4.3 Identify key emerging themes that could affect your organization’s marketing strategy and responses that would help to address...
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...Industry Sales Forecast 5 Business Unit Forecasts 6 The Planning Gap – Differentiation 6 Segmentation of buyers 7 Competitive Situation 9 Category share and Leading Brands 10 Role of Imports 10 The Product 11 Marketing Objectives 12 Short Term Objectives 12 Long Term Objective 12 Differentiation 12 Quality 13 International quality product, one of the largest selling brands in Japan. 13 Packaging 13 Packaging Comparison 13 Product Life Cycle 13 BCG Growth-Share Matrix 14 Oppurtunity Grid 16 Price 17 Pricing Factors 17 Price Setting 19 PLACE (Distribution Policies and channels) 21 CHANNEL MANAGEMENT 21 Channel Objectives 21 Establishing Feasible Channel Alternative 21 Evaluation of Alternative Channel 22 Channel of distribution 22 STRENGTHS 24 WEEKNESSES 24 OPPURTUNITIES 25 THREATS 25 Recommendations 26 “To help improving personal selves by providing quality products in hair care sector” “To acquire masses in hair care category globally” Introduction: Lackson tobacco is planning to launch its product Sleek Touch shampoo in Pakistan. This is a new product and they are planning to launch for the first time in this country. Sleek Touch is being introduced in Pakistan with...
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...Relationship marketing (5 approaches & basic principles) Relationship Marketing refers to a long-term and mutually beneficial arrangement where both the buyer and seller have an interest in providing a more satisfying exchange. This approach attempts to transcend the simple purchase-exchange process with a customer to make more meaningful and richer contact by providing a more holistic, personalized purchase, and uses the experience to create stronger ties. With the growth of the internet and mobile platforms, Relationship Marketing has continued to evolve and move forward as technology opens more collaborative and social communication channels. A simple example of this would be sending new customers a "Welcome Kit," which might have an incentive to make a second purchase. If 60 days pass and the customer have not made a second purchase, you would follow up with an e-mailed discount. You are using customer behaviour over time to trigger the marketing approach. Relationship Marketing Vs Transactional Marketing Transactional marketing is a business strategy that focuses on “single point of sale” transactions. The emphasis is on maximizing the efficiency and volume of individual sales rather than developing a relationship with buyer. On the other hand relationship marketing is a business strategy that seeks to establish long term relationship with its customers rather than focusing on single transaction, not only does it focus on individual customers but on all the stakeholders...
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...5. Brand positioning 6. SWOT II. Where we want to go? The Chinese market analysis 1. General facts about China 2. PESTEL analysis 3. PORTER’s five forces 4. Competitive environment 5. The Chinese clients types III. How we will get there? Action plan 1. Why China? Which objectives to reach? 2. The Ansoff’s matrix 3. The 4Ps CONCLUSION BIBLIOGRAPHY EXECUTIVE SUMMARY This report will look at the strategy that the clothing firm Caroll has to adopt in order to penetrate the Chinese market. In order to manage the strategic marketing plan, we will structure the paper starting with a market analysis including PESTEL analysis of the Chinese market, target marketing and competitors analyses, then we will provide with a marketing audit, and finally we will dress the strategic marketing plan using tools such as the 3 V’s, Ansoff’s matrix and marketing mix. Our recommendations will also be given at the end of this report in order to evaluate the success or not of this implementation on the fashion Chinese market. INTRODUCTION Caroll is nowadays a very famous french brand in the fashion world, years after years the brand asserted its position on the fashion ready to wear market. Everything started in 1963, when both Raphael Levy and Joseph Bigio founded the Caroll brand. Initially the Company name was “Les tricots de Caroll”. The real growth began in the 70’s, when the company started to become bigger and grabbed...
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...1 Strategic Marketing, the words itself describes that it has a lot to do with technical and specific information. “Strategic marketing means looking at the whole of a company’s portfolio of products and markets, and managing the portfolio to achieve the company’s overall goals”. (Jain, 1987). “ Strategic marketing as seen as a process consisting of:analyzing environmental, market competitive and business factors affecting the corporation and its business units,identifying market opportunities and threats and forecasting future trends in business areas of interest for the enterprise ,and participating in setting objectives and formulating corporate and business unit strategies. Selecting market target strategies for the productmarkets in each business unit, establishing marketing objectives as well as developing, implementing and managing the marketing program positioning strategies in order to meet market target needs”. (Drucker, 1973) Its role is to direct the firm or company towards attractive economic opportunities. The opportunities that are adapted to resources and knowledge and offer a potential for growth and profitability. Strategic marketing includes the way to reach the customers with products and services. It provides competitive advantage by considering segmentation, branding, marketing messages, and positioning. With segmentation, firm can concentrate specifically to particular market as per their buying behavior or lifestyle. As a result, it saves time and money...
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...furniture designs at competitive prices, Ikea has open up stores much like the make-me-feel-good sanctuary of Starbucks structure but with more posh and convenience especially for furniture shopping. CHARACTERIZATION Most articles about Ikea did a very good presentation of the why and the how (even the where) of Ikea’s stylish and elegant marketing approach. It stresses the simple fact that the company dominates around 5% to 10% of the furniture market and yet it made a big name for its own across US and across the globe with its 226 stores worldwide. The company is proud of its achievements in the furniture industry, and according to one British writer, “If it wasn't for Ikea most people would have no access to affordable contemporary design”. True to its words, the Ikea has been warmly accepted in the industry. Why? Simply because it has made a cult and had gathered as many followers as it can, attracting even more followers (and buyers) in the process. Ikea offers a wide range of product carefully catalogued and beautifully placed in its stores for viewing and buying. This made things convenient for buyers since the company’s marketing strategy aimed not to make the shoppers feel the drudgery of shopping but instead introduce a fun and convenient way to ‘camp out’ for furniture, beds, and the likes. COMPETITOR Ikea’s number...
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