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Analysis of Strategic Marketing Concept

   

Added on  2020-10-22

12 Pages3462 Words439 Views
STRATEGIC MARKETINGReport

EXECUTIVE SUMMARY The marketing strategies are useful for gaining the attention of customers towardsorganisation. Without building customer relations organisations cannot achieve success. Thereport has analysed the strategic marketing concept which are analysed the various componentsof marketing mix. The report has explained the CBBE model for describing the strategy to builda strong brand among customers. The report has explained the critical analysis of standardisationand adaptation of marketing mix in the context of Dacia. It has also focused on concepts ofintegrated communication mix and the performance evaluation methods. The analysis of CBBEmodel acts as one of the most effective tools for framing marketing strategies. It guidesorganisation to achieve maximum profits by using strategic marketing. Performance evaluation isalso considered as key factor to sustain the success. The report has analysed these factors. It hasprovided the guidance to various tools and methods for strategic marketing.

TABLE OF CONTENTSEXECUTIVE SUMMARY ............................................................................................................2INTRODUCTION...........................................................................................................................1Adaptation and standardisation of marketing mix..................................................................1CBBE Model .........................................................................................................................3Integrated communication mix and methods.........................................................................4Measurement of success.........................................................................................................5CONCLUSION ...............................................................................................................................6REFERENCES................................................................................................................................8

INTRODUCTIONStrategic marketing is an approach which capitalises the strength of an organisation sothat better quality services can be provided to customers along with competitive advantage. Thisconcept helps in raising the profit and productivity of organisation by differentiating it with itscompetitors. The report aims at analysing various parameters of strategic marketing forincreasing success of the organisation (Hill, 2017). The report will explain the various aspects ofmarketing mix whether it should be standardised or be adapted by Dacia in the Brazilian market. The report will also describe how Dacia can use CBBE model for making its brand valuestronger. It will also focus on importance of integrated communication mix and its methods forinfluencing majority of target audience. The report will describe the methods through whichDacia can evaluate its success and the strategies which can help organisation for sustaining itsperformance in future as well. Adaptation and standardisation of marketing mixAdaptation of marketing mix is considered as a strategy for international marketingpurposes in which all the aspects of marketing mix can be adjusted according to the currentrequirements of the market place (Proctor, 2014). The actual purpose of adaptation is that itinvolves a variety of factors that can help the DACIA company to achieve a larger share inmarket. Standardisation in marketing mix refers to the fact of making use of the standardmarketing ways in every process. Whether it is about organising internal expansions or external,standardisation refers to make use of the same marketing strategy. For Dacia adaptation marketing mix strategy can be considered as more beneficialbecause the standardisation of strategies cannot meet the expectations and requirement ofdiversified groups from different locations. If organisation will standardise factors like pricesthen probably it will fail to meet its sales target as different countries have different markettrends and competitive levels. Thus, organisation must follow price adaptation according tofollowing concepts: Product adaptation: Dacia must provide product specifications according to the requirement ofthe operational region. For instance the eastern countries may see the A/C as the sufficientfeature but in the countries like Brazil the climate controller is considered as more attentiongaining feature. Similarly, the major priority of Brazil market is the safety features so1

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