Concept of Strategic Marketing | Essay

Running head: STRATEGIC MARKETING
STRATEGIC MARKETING
Name of the Student
Name of the University
Author Note

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STRATEGIC MARKETING
Strategic marketing is an aspect that every organisation applies while they are
business so that good as well as efficient customer-relationship is built. Strategic marketing
primarily involves setting goals as well as objectives for the organisation, analysing the
business both internally as well as externally, planning about the product, implementing the
strategies and lastly tracking the progress of the planning (Durmaz & DÜŞÜN 2016). This
type of planning therefore helps the organisation to identify the actions that are required to
achieve the organisational goals and at the same time helps in building a planned approach
towards the actions that are required to be taken. It should be noted that a marketing plan
serves as a road map that is it helps in establishing the objectives, time for achieving the
objectives as well as the recommended plan (Demir, Wennberg & McKelvie 2017). Thus, the
primary aim of the essay is to discuss the importance of strategic marketing for Organic
Solutions and how it can implement and succeed in its strategic marketing.
There are some basic steps to follow while making a strategic marketing plan such as
first the organisation needs to identify the objectives as well as determine the mission
(Morden, 2016). Secondly, the organisation then needs to conduct a business scanning that
include trends as well as competition in the market, the organisation then should devise a
strategy that includes the SWOT analysis of the budget, the budget that will be required to
implement the plan, pricing of the product and the distribution of the latter (Morden, 2016).
Organic Solutions is the recent organisation in the market that is introduces by a large firm
known as FMGC. They have launched their first product which is in the introduction stage.
The organisation is still in a dilemma whether to expand the business as they are waiting for
the success of their organic laundry detergent. They do not have much competition from
other business apart from small business organisation that too sells organic products.
Therefore, as a marketing manager it is essential to devise plans as well as strategies that

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would help the organisation to retain themselves in the market and become a renowned brand
that would give a tough competition to other organisations who are in the same business line.
It is essential for the marketing manager to make a forecast about the market potential
and the issues the brand could face while applying the methods of forecasting. Forecasting
too is one of the marketing strategies (Ansoff et al., 2018). Forecasting, therefore, is a tool
that is required for decision-making that is used by the business organisations to help them in
the process of budgeting, estimating the future growth as well as planning. In simpler terms
forecasting is a method of predicting the future that are based on the past occasions as well as
management insights (Moosa, 2016). This past as well as present analysis of events helps the
business organisation to collect information about their future retention in the market. Firstly,
the product manager while forecasting the new product or service in the market should
primarily multiply the potential customers within the market by the average purchase of
every customer (Spralls & Wilson 2016). Furthermore, while making a forecast of the market
potential it is also necessary for the manager to conduct a detailed research about the
customers as well as the competition. Market research should be used to analyse the
behaviour of the customers (Spralls & Wilson 2016). Since Organic Solutions is a new brand
in the market it is essential for them to build god customer relationship so that the loyalty of
the latter can be won that would in turn benefit the company. However, assessing only the
above two aspects is not enough for the organisation to retain themselves in the market
(Spralls & Wilson 2016). The manager also needs to make a forecast about the market and
what is the success of the product within the market.
While analysing the market potential it is essential to take some points into
consideration such as the size of the market, how quickly the market will expand or contract,
what barriers are there for the entry of the brand, what are the different value chain in the
industry, threats from new entrants or success of an already existing organisation and lastly to

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understand the market potential the manager of Organic solutions should also analyse the
intensity of the competition (Bleikh & Young 2016). The company also needs to adopt a
more systematic as well as disciplined approach to expand their business into an adjacent
space. It is also essential to understand the environmental factors while forecasting the
success of a brand as well as a market potential (Weatherford, 2016). Therefore, it is essential
to analyse the effect of technology and its development in the marketing process. Geopolitical
shifts as well as government regulations are essential factors that should be taken into
consideration while forecasting about the market potential of a brand (Weatherford, 2016).
Trade policies, social as well as cultural norms and economic indicators are also factors that
affect the market potential.
While forecasting about the market potential as well as success of a product the
marketing manager of Organic Solutions can apply sales volumes of their existing products to
make a forecast of their new product. It is essential to be in touch with the sales
representatives as they are aware of the competitors as well as their products (Wang, 2016). It
is also essential for the organisation to forecast the opportunity that that the company can use
to achieve their target market. The forecasting should take into consideration the existing
combination of product, marketing as well as sales channel, operational efficiency and should
also forecast about the distribution structure (Wang, 2016). However, there are some issues
that Organic Solutions might face while forecasting about their business strategy as well as
their products. One of the primary issue that may arise while forecasting is the changing
economic conditions that has a severe effect on forecasting accuracy (Dovern & Jannsen
2017). It is not possible for a company to analyse the growth of economy over the years since
economy of the state always fluctuates. Therefore, this is one of the issues that all marketing
agencies face while they make a forecasting for their product (Dovern & Jannsen 2017).