Global Marketing

This presentation discusses the situational analysis, objectives, strategies, tactics, and control in global marketing. It covers the strengths, weaknesses, opportunities, and threats in the market, as well as the target audience, marketing channels, and promotional activities. The presentation also emphasizes the importance of setting SMART objectives and monitoring progress. References are provided for further reading.

Global marketing

GLOBAL MARKETING
Introduction
 Founded by Holland and Barrett, leading health and wellness
1.0 situational analysis
strength and weakness
 Reliable brand name and extensive product portfolio
 Top competitor- GSK Morocco (Lovelock and Patterson 2015, p. 8).
Opportunities and threats
 Moroccans maintain healthy diets, especially young individuals
 lack of transparency and presence of GSK Morocco (Stephen 2016, p 20)

2.0 OBJECTIVES
 Sell: signing new customer engagement
 Objective: increase its users’ connection and involvement within the four months
of its operation
 Serve: emphasise to adding worth
 Objective: hire experienced personnel and upsurge media platform
 Save: identify novel methods to reduce the financial burden
 Objective: use digital marketing tools which are cost friendly

3.0 STRATEGIES
Segment, target and position (STP)
 College students, young people, women, and exercising and playing sports fanatics
 Delivery centres to all retail outlets
 Fluent and non-fluent English speaking audience (Kottler, Bowen, Makens and
Baloglu 2017, p. 14).
Ansoff’s matrix
 LinkedIn, Twitter, Google plus, Facebook, and Instagram
 Metrics such as referrals and likes (DeMooj 2018, p. 22)

4.0 Tactics
 Product: health supplements, vitamins, minerals, and natural beauty
products
 Place: Rabat, and main port, Casablanca
 Promotion: in-store sales, event sponsorship and internet programs
 Price: penetration strategy (Kannan 2017, p. 44).
 Physical evidence: brochures, business cards, internet presence and
equipment, office outlet, production plan, and medical literature
 Process: procedures, mechanisms, and flow of activities
 People: patients, clients, customers, prospective patients, providers,
staff, and management

6.0 control
 Experienced sales personnel team
 Products compatible with the needs of the customers
 Offers and discount strategies
 Outlets and segmented markets (Chaffey and Ellis-Chandwick
2019, p. 12)
 50% of total return on investment to progress promotion in one
year

Control
 Benchmarking in monitoring progress and activities
 Expected performance with actual outcomes.
Conclusion
Morocco is a country with a significant population
Adopt strategies and actions, set SMART objectives and control goals.

References
Chaffey, D. and Ellis-Chadwick, F., 2019. Digital marketing. Pearson UK.
DeMooji, M., 2018. Global marketing and advertising: Understanding cultural
paradoxes. SAGE Publication Limited.
Kannan, P.K., 2017. Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing,34,(1), p. 22-45.
Kottler, P., Bowen, J.T., Makens, J. and Baloglu, S., 2017. Marketing for
hospitality an tourism
Lovelock, C. and Patterson, P., 2015. Services marketing. Pearson Australia.
Stephen, A.T., 2016. The role of digital and social media marketing in
consumer behavior. Current Opinion in Psychology, 10(2016):17-21