The Corporate Objectives of the Organisation

Added on - 16 Sep 2019

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Assume that you are the new Marketing Manager of a Al Ain water company thatoperates in UAE. providing a key product or service that has been customized, adapted,or localized specifically to suit the MENA/UAE market; or which is specifically producedlocally in the UAE for the Arab market only. You have been asked to familiarise yourselfwith the corporate objectives of the organisation, and to contribute towards themarketing strategies for achieving those corporate objectives for a specific product ofthe company. The focus of this assignment is on the steps preceding the formulation ofthe marketing strategies in a Marketing Plan - namely Situational Analyses and MarketingAudit for Al AIN WATER Company.Company: Al Ain water in U.A.ETask 1:Analyse the context and environments in which your organisation operates. Quantify and explain theimplications of the trends identified. The environment refers to the macro-environmental forcesimpacting on the industry, namely, political, economic, social, technological, environmental, and legalfactors/dimensions (PESTEL analysis). Contexts normally associated with macro-environment analysisinclude a company looking at industry trends; a business looking at product trends driven by consumerpreference; evaluation of a brand’s market position relative to competition; a geographically definedbusiness such as the subsidiary of an overseas company; a company needing to identify opportunitiesfor entering a foreign market; and a business seeking to identify opportunities and threats in acquiringanother company. To quantify the trends identified, use impact-weights for each PESTEL dimension byrating its marketing impact on the company’s operations. Rating/weighing increases the usefulness ofthe information, as it attaches importance to its overall impact on the company’s marketing operations.Use a positive-negative scale to rate your estimated assessment of each factor in order to better explainits impact. Rate each macro-environmental factor with impact-weights of -4 to +4, with the maximumpossible sum of the 6 factors’ ratings being 24 (i.e., 4 x 6). Derive a final index for the overall impact ofPESTEL on your company by dividing the sum of the 6 ratings with 24. The decision rule is that theoverall macro-environment in which a company operates is favourable if its composite PESTEL index isgreater than 0.45 (i.e.,> 0.45).Task 2:Providea brief overview of the organisationin terms of what it markets; analyze its missionstatement; and how its history has shaped the organisation’s development of corecompetencies. Review the organization’s performance in the last few years from both financialand marketing perspectives. Then, identify and evaluate the organization’s present marketinggoals and objectives.Task 3:Using thePyramid of Corporate Social Responsibility,examine the social responsibility andmarketing ethics issuesthat are relevant for the company and the chosen product. Howeffectively has the company addressed the issues? What could they be doing better?
Task 4:Define the core target profile the organization’s key target market for the specific productyou chose. What are their needs and benefits sought?Identify the major competitors andtheir characteristicsin terms of size, growth, market share, profitability and marketingcapabilities. What factors have contributed to their success or decline? What are their majorstrengths and weaknesses? What is the organisation’s competitive strategy within the market?Are they a market leader, follower, or niche? Discuss the implications of their position.Task 5:Identify the critical success factors within the market. What things must be doneexceptionally well in order to succeed in the industry? What factors could cause organizations inthe industry to underperform? What is the organisation’s position with respect to the criticalsuccess factors?Conduct a SWOT analysis and explain the key points. Then, assesswhether the organisation has the strengths to capitalize on the opportunities.Are therethreats which the organisation needs to address? Does the organisation need to turn anyweaknesses into strengths? How realistic are the organisation’s marketing objectives, given theanticipated environment, including the actions of competitors and the organisation’s corecompetencies? Evaluate the organisation’s existing value proposition. What relevant marketingissues face the organisation?Task 6:How does the company want the specific chosen product and its associated brand to beperceived by its target marketwhen compared to its major competitors? How does the targetmarket actually perceive the selected company's product and its associated brand with respectto competition? How strong, favourable, and unique are the brand associations?Present andexplain both apositioning mapand aperceptual mapto show the position where thecompany wants the product to be perceived, and also where the product actually standsin the market compared to competition.Include a positioning statement.Lecturer’s Expectations on Research to Address the Assignment Questions:Complete this assignment using material from the textbooks, journal articles, lectures,case studies, your experience in organisation(s)/markets, and other sources such asnewspapers, magazines, and websites.You may conduct informal observation or discussionswith friends and relatives who know about the company and product chosen. However, noformal primary data collection research is necessary for this class work. You must acknowledgeall sources of any information and ideas which are not your own as in-work citations and in a list
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