Initiative of Planning the Different Marketing Operations of Tata Company

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
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Table of Contents
Introduction......................................................................................................................................2
Strategic marketing planning...........................................................................................................2
Porter’s generic strategies............................................................................................................2
Ansoff matrix...............................................................................................................................5
Event planning and marketing.........................................................................................................8
Strategic CSR.................................................................................................................................10
Fulfilment of stakeholder expectations..........................................................................................12
Segment acquisition.......................................................................................................................14
Internal marketing..........................................................................................................................15
Scenario building and forecasting.................................................................................................16
Future implications for marketing strategy....................................................................................18
Conclusion.....................................................................................................................................19
References......................................................................................................................................20

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Introduction
The marketing operations of an organization are grounded on the evaluation of the needs
of the customers. The planning, implementation and marketing processes are specifically
grounded on the changes in the customer behaviour. Lancaster and Massingham (2017) stated
that the growth of the organizational operations have brought about significant changes in the
businesses. In this connection, TATA Company have taken the initiative of planning the
different marketing operations grounded on the evaluation of the changing market environment
and the demand patterns of the customers.
The differentiation of the different propositions and cost leadership are the major
strategies that are employed by the Tata Group with the purpose of improving their market
scope. On the other hand, the organization also prioritized the interests of the business level
stakeholders with the purpose of improving the business performance. Therefore, the research
will take the initiative of analysing the strategic marketing activities and the manner in which the
organization developed strategic CSR while addressing the common interests of the stakeholders.
Strategic marketing planning
Porter’s generic strategies
The strategic plans on the marketing activities of an organization is grounded on the
evaluation of the varied customer needs. In this connection, the modifications in the
organizational operations are grounded on the effective functioning of the different systems
while expanding in the different markets. In this connection, the concerned organization, Tata
Group, has taken the initiative of improving the differentiation process for the products. The
differentiation of the products assisted the organization in maximizing the market scope through

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increased consumer engagement in the different processes. David, David and David (2017)
stated that the product differentiation strategy supports an organization in increasing the sales
volume while addressing the different needs of the potential customers.
Moreover, Banerjee (2017) opined that the product differentiation strategy of an
organization permits in improving the customer experience while proposing commodities in
adherence to the differential needs of the customers. In this connection, Tata Group has taken the
initiative of improving the differentiation process for the propositions with the purpose of
retaining the loyalty of the customer base. The differentiation in the broader international
markets permitted the conglomerate in achieving a vantage point over the existing players in the
markets. Moreover, Tata has been developing the line of propositions through the
implementation of a customer centric approach which assisted the venture in gaining a
competitive edge over the existing players in the market.

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Figure 1: Porter’s generic strategies
(Source: Tomczak, Reinecke and Kuss 2018)
The cost leadership strategy of an organization permits in improving the sales volume
through increased customer engagement. The cost leadership strategy of Tata Group supported
the same in providing customers with quality propositions at a cheap cost in the broader markets.
On the other hand, the cost focus in the narrow markets of India assisted the venture in gaining a
competitive edge over the existing players in the market. For an example, a part of the
conglomerate, Tata Motors introduced Nano in India for improving the rate of sales while
adhering to the affordability of the customers (Kim, Shin and Min 2016). Kirova (2017) stated
that the minimization of operational expenses enables an organization in providing customers

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and clients with cheap cost propositions. The cheap cost propositions allows an organization in
increasing the sales volume. In this regard, the concerned business have taken the initiative of
minimizing the cost of the proposition through reduced wastes in the manufacturing process.
Moreover, Tata Group focused on improving the quality of the propositions in adherence
with the demand of the customers while minimizing the costs. Agic et al. (2016) stated that the
modifications in the organizational operations are mostly grounded on the low cost propositions
while addressing the affordability of the target base of customers. In this connection, the
concerned group has taken the initiative of differentiating the propositions in adherence with the
preferences of the customers. Therefore, the strategy supported the Tata group in improving the
scope of marketing the operations in adherence with the needs of the customers.
Ansoff matrix
The ansoff matrix aims at maintaining the effectiveness of the organizational operations
in adherence with the needs of the ventures. In this relation, the matrix assisted in identifying the
major marketing strategies that are implemented by the organization and the manner in which the
same permitted the same in gaining a competitive edge. Tata has taken the initiative of
penetrating the existing markets through effective sales promotions of the existing range of
propositions. The sales promotional techniques varied from offers, flash sales, and discounts
(Thrassou, Vrontis and Bresciani 2018). The varied range of promotional techniques supported
the venture in ensuring the growth of the sales volume in the existing markets through increased
involvement of the customers in the different processes. For an example, Tata Motors have taken
the initiative of proposing different innovative offers and seasonal discounts to the customers
with the purpose of empowering the sales volume of the same while operating in the existing
markets (Lancaster and Massingham 2017).