Global Marketing and Strategic Planning

Global marketing and strategic planning 0
Global marketing and strategic planning
System04116
6/28/2019

Global marketing and strategic planning 1
Executive Summary
Over the years, the business practices have evolved globally owing to the technological
developments, interdependent economies, and the evolvement of the challenges. This has
enhanced the roles and responsibilities of the managers to devise efficient strategic plans to
address the market conditions effectively. The following work is an attempt to evaluate the
internal and external environment of one of the popular entities of Australia that is Merino & co.
The analysis rendered useful insights about the attributes of the customers, marketing
environment, competitors like Witchery and Toorallie; and other business forces that affect the
operation of the enterprise. The SWOT analysis of the entity has also been conducted to assess
the internal environment. The work concludes with the certain recommendations with respect to
the marketing strategies of the company. Thus, the global managers of today are required to
conduct such exercises consistently to survive in long run.

Global marketing and strategic planning 2
Contents
Introduction.................................................................................................................... 2
Background of the organization........................................................................................... 2
PART 1......................................................................................................................... 2
Market/customer situational analysis..................................................................................2
Marketing situational analysis.......................................................................................... 4
Competitive situation analysis.......................................................................................... 5
Positioning spider graph................................................................................................. 8
PART 2......................................................................................................................... 8
Macro-environment forces situational analysis......................................................................8
SWOT analysis.......................................................................................................... 10
Spider graph.............................................................................................................. 12
Conclusion................................................................................................................... 12
References................................................................................................................... 13

Global marketing and strategic planning 3
Introduction
This report discusses about the opportunities to be explored by the business at a global
level. The Merino & co. is chosen for this study. An opportunity analysis is refers to the
establishment of demand and competitive analysis and the analysis of the market conditions
which facilitate the development of a clear vision and accordingly the strategies can be planned
(Blythe & Martin, 2019). Opportunity analysis is a crucial process for the growth of an
organization and the performance of the same must be done on a regular basis to gain useful
insights. In this report, the market or customer situation, marketing situation and competitive
situations is to be analyzed for identifying the opportunities in the global market. Along with this
the macro-environment forces situation is also analyzed which includes forces such as economic,
natural, demographic, political, socio-cultural, and technological. Furthermore the SWOT
analysis is to be done to understand the strengths, weaknesses, opportunities and threats of the
Merino & co. in Australia.
Background of the organization
Merino & co. is the Australian woolen clothing company. It is the destination for the
world’s most desirable merino fashion and home wares. The entity’s coveted, contemporary
designs are created from the Australian’s best merino wool. The products of the entity are loved
globally for the characteristics like breathability, versatility in the designs, natural softness, and
insulation. They deal in online for luxurious merino clothing.
PART 1
Market/customer situational analysis
Identification of industry and marketplace
situation in which Merino & co. currently
competes
The Merino & co. is currently compete in
woolen clothing manufacturing industry and it
has number of competitors in its market such
as Toorallie, Witchery in Australia clothing
industry.
Segmentation bases & variables Demographic: it is based on the income, age of