Strategic and Global Competitive Environment for JLL Company

Running head: Strategic and global competitive environment
Strategic and global competitive environment

Strategic and global competitive environment
Executive summary
JLL is an American professional services and investment management company that is mainly
specialized in real estate. Here is the discussion about the business functions and activities of
JLL Company. An effective and dynamic marketing plan for JLL Company has been discussed
in the task. In today’s era, the company is maximizing or increasing operating income and profit
globally. The paper also explains the VRIO analysis, internal strategies, value chain analysis and
core competencies of JLL Company. The strategic capabilities for JLL Company also have been
briefly discussed in the task. The paper also outlines that how SMART objectives play a
significant and vital role in gaining competitive benefits in the international market.
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Strategic and global competitive environment
Table of Contents
Executive summary.....................................................................................................................................2
Introduction.................................................................................................................................................4
Recommend a Marketing plan for JLL........................................................................................................4
Marketing mix for JLL Company................................................................................................................8
Internal and effective strategies of JLL Company.....................................................................................11
Core competencies and values...................................................................................................................12
Value chain analysis..................................................................................................................................13
Strategic capabilities of JLL Company......................................................................................................14
Recommendation.......................................................................................................................................15
Conclusion.................................................................................................................................................15
References.................................................................................................................................................16
Bibliography...............................................................................................................................................21
Appendices................................................................................................................................................26
Profile of JLL............................................................................................................................................27
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Strategic and global competitive environment
Introduction
The primary aim of this paper is to outline and explain the significance and roles of the
marketplace to struggle with competitors in the marketplace. Here is also discussion about JLL
Company ‘s operations and activities because the company has decided to explore the business
widely. The marketing plan plays a vital role in initiating the business activities and operations in
other countries. The paper also explains and discusses the key target audience and competitors
for introducing new and innovative services globally. The internal and external analysis is done
by JLL Company. The paper also depicts ample of information related to real estate services and
products. Beside this, strategic capabilities, VRIO, and value chain analysis are done by the
company to reach its maximum level of outputs. Moreover, monitoring and controlling is done
by JLL Company to carry out the functions and activities of the business. More detail of the task
has been elaborated below.
Recommend a Marketing plan for JLL
A marketing plan is an inclusive document or blueprint that explains a business marketing and
advertising efforts for the coming years (Westwood, 2013). It also includes the business
activities that are involved in attaining specific marketing goals and objectives within a given
time period. The key factors of marketing plan include market research, target market,
positioning, competitive analysis, budget, market strategy and metrics (Kolb, 2013). SWOT
analysis and pestle analysis are done by the company to make a unique and effective marketing
plan in the marketplace (Morgan, Vorhies, and Mason, 2009). The marketing plan helps the firm
to expand and flourish the business activities and operations globally (Krishna, 2011). The
marketing plan for JLL has been discussed below.
Market research
The market is one of the significant factors of the marketing plan. The market research is any
formulated effort to collect information about the key target audience and markets as well. It is a
significant and effective element of business strategy (Chen, Fay and Wang, 2011). Along with
this, market research includes social ideas and research and it is a systematic process of gathering
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Strategic and global competitive environment
information about organizations and individuals as well (Wiid and Diggines, 2010). It also uses
statistical techniques and methods to get supporting material and data. It is noted that the United
States is the largest countries in the world therefore, people demand for properties in a large
extent. Hence, it is essential to conduct market research and survey for analyzing and evaluating
the demands and requirements of the key target audience (Verhoef, Reinartz and Krafft, 2010).
The market research plays a significant and vital role in the expansion and development of the
business across the globe. It has been found that JLL provides ample of services to the customers
in the international market (Vorhies, Morgan and Autry, 2009). It also helps the company to
increase and improve its efficiency and effectiveness by rendering unique and dynamic real
estate services to the customers in the competitive market (Crouch and Housden, 2012). To
analyze and evaluate the market, SWOT analysis and pestle analysis are done by JLL Company.
The strengths and weaknesses of JLL Company have been detailed below.
Strengths
 The company has reliable and faithful suppliers.
 High skilled and talented workforce used by the firm.
 Strong and unique dealer community and effective free cash flow.
Weaknesses
 High erosion rate in the workforce.
 There is high and intense competition in the global market (Fernfortuniversity, 2018).
Competition in JLL Company
It is the second element of the effective and dynamic marketing plan. It helps in determining and
analyzing the financial position and brand image in the global market. There is high and
immense competition in the real estate industry (Compatably, 2018). Therefore, high and intense
competition would be faced by JLL Company. The main competitors of JLL Company include
Cushman & Wakefield, Colliers international, Knight Frank, HFF, SVN and Marcus and
Millichap. All these competitors may affect the business activities and operations of JLL
Company (Compatably, 2018).
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Strategic and global competitive environment
If JLL Company wants to become a leader in the real estate industry then it should make unique
and effective marketing strategies globally. Along with this, the company is investing a huge
amount in the training and development coaching of the workers to gain competitive benefits in
the international market. The training and development coaching also helps in improving and
enhancing the performance and effectiveness of the workers (Compatably, 2018).
Along with this, advanced and innovative technologies and resources are used by the firm to
attract and retain a maximum number of clients in the international market. By using innovative
and advanced technologies, JLL Company has been able to provide attractive and luxurious
services to the clients globally. The firm makes unique and innovative strategies, policies and
plans to compete and strive with competitors in the marketplace. It also uses a differentiation
strategy to distinguish its services from the competitors (Compatably, 2018). This will help the
firm to make a dynamic image in the minds of the customers. Along with this, the firm needs to
take effective and dynamic actions to beat the competitors in the international market. It will also
help the company to strive with rivalries in the global market. It is essential for the company to
hire qualified, talented and skilled workers to perform tasks and duties in a hassle-free manner.
In this way, JLL has been able to make a strong position across the globe (Compatably, 2018).
Marketing strategies
The marketing strategy is one of the empirical strategies to overcome the competitors in the
marketplace. The marketing strategy includes advertisement and promotion sessions, seminars
and programs. By using marketing strategy, JLL Company has been able to accomplish the
desired goals and objectives in the competitive market (Kumar and Shah, 2009). It is suggested
to the company to use promotional and advertisement strategy to capture the entire market across
the globe (Sánchez-Fernández and Iniesta-Bonillo, 2007). The promotional and advertisement
strategy includes direct marketing, website promotions, public relations, trade shows, traditional
and non-traditional sources (Kanagal, 2009). This strategy helps in increasing awareness among
the people in the marketplace. The advertisement and promotional strategy help JLL Company to
accomplish the long-term targets and goals (Keller, Parameswaran and Jacob, 2011).
Marketing objectives
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