Marketing Management: Strategies and Tactics of Cranswick plc

Marketing Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
Effectiveness of marketing strategy............................................................................................1
STP (segmentation, targeting and positioning) strategy applied by the Cranswick plc..............1
Marketing mix applied by Cranswick.........................................................................................3
Relationship marketing strategy of Cranswick with an emphasis on their current tactics..........5
Recommendation to Cranswick to improve its marketing Strategy............................................5
CONCLUSION................................................................................................................................6
References:.......................................................................................................................................7

INTRODUCTION
Marketing management is the process of managing, organising, controlling all the
marketing strategies and tactics to generate the total revenue and to serve the demands and values
to the customer and sustainability in environment. Marketing management also lets you know
about the market opportunities and the ways to grasp them in profitably (Amos, 2017). This
report is all about the marketing management of UK's leading food producing and selling firm.
The company farm chicken and pig with its own supply chain model to produce and supply its
products. Cranswick's product category are fresh pork, poultry, convenience, and gourmet pastry
products. The report covers the effectiveness of marketing strategies on the firm and the STP
strategies applied by the organisation. Utilization of marketing mix inside the firm and
relationship marketing strategies are assessed and their emphasis on current trends are observed.
Suggestions to improve the marketing strategies of Cranswick are mentioned in the report.
MAIN BODY
Effectiveness of marketing strategy
Marketing strategy effectiveness is calculated from the increase in revenue of a company
with decrease in cost of customer goods (Deepak and Jeyakumar, 2019). Cranswick plc is the the
UK leading firm to supply and produce meat product. Cranswick marketing strategies are with
the key motive of long term growth under three basic pillars: High quality product, operating
excellence and sustainability. Cranswick diversification strategy to enter the fast growing fresh
and cooked poultry meal has really effective result in increasing the customer base and product
range of the Cranswick. 7% of total revenue was increased and 18% growth was expanded in
poultry with this strategy. International export sales, UK core channels and existing positions in
the UK market have all made good strategic progress, driving the core of Cranswick's financial
reporting and expanding new opportunities.
STP (segmentation, targeting and positioning) strategy applied by the Cranswick plc.
STP strategy is a marketing strategy to communicate the specific market with your
services and offerings to get the best benefit from the respective customer group and to analyse
the needs of every market and customer within it. STP also provide diversification, innovation
and expansion to the firm which give them competitive advantage (Hollensen, 2019).
Segmentation
1