Evaluation of Strategic and Marketing Options for JLL Company

This report evaluates strategic and marketing options for JLL Company, a real estate company. It includes market research, competition analysis, marketing objectives, traditional and non-traditional media mix, marketing plan budget, internal strategies, core competencies, value chain analysis, and strategic capabilities.

Running Head: Strategy and global competitive environment
JLL
Strategy and global competitive environment
Executive Summary
Jones Lang LaSalle Incorporated or JLL is an American company specialised in real estate. The
company is engaged in rendering professional services with regards to the investment
management (Jones Lang LaSalle, IP, Inc., 2018). This report will focus over evaluation of
strategic and marketing options for the company. Along with this evaluation, company’s internal
capabilities, strengths and weaknesses will also be analysed. The previous assessment has
analysed external analysis of organization and in relation with this, internal analysis of the
organization will be discussed in this report.

Strategy and global competitive environment 1 | P a g e
Table of Contents
Executive Summary.....................................................................................................................................0
Introduction.................................................................................................................................................2
Recommended Marketing plan....................................................................................................................2
Market Research......................................................................................................................................2
Competition.............................................................................................................................................3
Market Strategies.....................................................................................................................................4
Marketing objectives...........................................................................................................................4
Traditional media mix.............................................................................................................................6
Non-traditional media mix.......................................................................................................................7
Marketing plan budget.............................................................................................................................7
Marketing Goals......................................................................................................................................8
Monitoring and controlling......................................................................................................................8
Internal strategies........................................................................................................................................9
Core competencies...................................................................................................................................9
Value chain analysis..............................................................................................................................11
Strategic capabilities..................................................................................................................................12
Recommendations.....................................................................................................................................12
Conclusion.................................................................................................................................................13
Bibliography..............................................................................................................................................14
Appendices................................................................................................................................................17
JLL Company..........................................................................................................................................17
Core competencies of organization.......................................................................................................17
Leadership style.....................................................................................................................................17

Strategy and global competitive environment 2 | P a g e

Strategy and global competitive environment 3 | P a g e
Introduction
With regards to the internal analysis of organization, appropriate marketing plan for JLL
Company will be recommended to the organization so that sustainable growth and development
objective could be attained (Jones Lang LaSalle, IP, Inc., 2018). The last section of the report
will include VRIO analysis with the objective of determining strategic capabilities for attaining
competitive advantage on the basis of evaluation of internal analysis (Fine, 2017). Apart from
this, value chain analysis and identification of core competencies of the organization will also be
discussed in this report so that managers of the organization could develop or adopt appropriate
strategies in order to gain competitive advantage in the target market (Cook, 2016).
Recommended Marketing plan
Marketing plan is a set of comprehensive marketing and promotional strategies. Marketing plan
is a sub-part of whole business plan and it contains list of actions needs to be taken for the
purpose of promotion of the products and services of organization in the target market with the
objective of generating demand amongst the public (Fine, 2017). Primary elements of marketing
plan are marketing research, competitive analysis, strategies for advertisement and promotion,
budget for marketing plan, goals which needs to be attained through execution of marketing plan
along with the implementation of evaluation strategies for analysing marketing strategies (Fine,
2017). In relevance with the organizational performance and on the basis of evaluation of
external analysis of organization, it has been recommended to the organization to execute its
operations on the basis of below discussed marketing plan:
Market Research
US is one of the busiest countries across the globe, thus, requirements for properties is also large.
With regards to this, it is necessary for the organization to execute market research activity in an
appropriate manner so that target audience’s requirements could be analysed. Apart from this,
market research is an essential element for the purpose of gathering information regarding the
target customer’s needs and preferences (McDonald & Wilson, 2016). This strategy plays vital
role in terms of development of an effective business strategy so that the set goals could easily be
accomplished (Armstrong, et. al., 2015). In this scenario, JLL Company is dealing in providing

Strategy and global competitive environment 4 | P a g e
various types of real estate services, thus, it is required to analyse the requirement of target
customers in relevance with properties they are seeking for. This will help the organization to
enhance its effectiveness through providing appropriate services as per the target customer’s
demands and preferences (Cook, 2016).
Competition
Analysing competition is the next step of determining organizational position in the target
market. This step also helps the organization to determine its value and significance in the target
market with regards to the organizational operations and market’s requirements. In terms of
gaining competitive advantage, organization is required to adopt certain effective measures
through which products and services could be differentiated from its competitors (Strauss &
Frost, 2016). This helps the organization to make its unique as well as distinctive image in the
target market. In terms of competitive analysis, it has been found that CBRE Group is the closest
competitor of JLL Company. Apart from CBRE Group, Colliers International, Cushman &
Wakefield and Newmark Grubb Knight Frank are another group of competitors for the
organization (Strauss & Frost, 2016).
It has been recommended to JLL Company for gaining competitive advantage in the real industry
for JLL Company is to invest certain funds in the training and development department so that
existing as well as new hired employees could be provided appropriate training in relevance with
improving their efficiency (Kahn, 2014). This will help the organization to enhance the
performance of their company along with the development of their employees by enhancing their
efficiency. Apart from this strategy, organization could also move towards the utilisation of
technological advancements for enhancing the attractiveness of the properties offered to the
customers (Kahn, 2014). Technological advancement also helps the organization in order to
provide hi-tech and luxurious services along with the properties to the customers. This will help
the organization to retain existing customers along with approaching new customer segments.
With regards to the attainment of competitive advantage in the target market, it is necessary for
the organization to provide unique as well as distinct services from its competitors. This will help
the organization to make an effective image along with the development of reliable position
amongst the target customer segments (Baker, 2016).

Strategy and global competitive environment 5 | P a g e
Market Strategies
This is further step of marketing plan and this includes promotional and advertisement
campaigns which are essential in terms of promoting organizational products and services so that
desired goals and objectives could be attained. It is recommended to JLL Company to adopt
promotional strategies such as direct marketing, advertising through traditional and non-
traditional mediums, website promotions, email marketing, trade shows, etc. (Kahn, 2014).
Promotion and advertisement strategies are effective sources in terms of spreading awareness
amongst the target audience. Apart from spreading awareness, it is must for an organization to
determine its objectives with regards to the advertisement and promotion of its products and
services (Ryan, 2016).
Marketing objectives
These are goals set up by the management of organization which are required to be accomplished
in a short period of time. Marketing objectives are mainly linked with the advertisement and
promotion of organizational products and services. In terms of attainment of desired goals and
objectives in relation with the marketing of products and services, effective marketing strategies
will be implemented (Ottman, 2017). Mainly, it is spreading awareness amongst the target
audience regarding organizational products and services and to provide appropriate and relevant
information to the target audience regarding product’s features, as well as to generate the
demand for the products and services introduced by the organization in the target market
(Ottman, 2017).
SMART Marketing Objectives
While setting objectives, management of JLL Company evaluate its available resources in
relevance with the expectations of their management. Organization ensures that the set objectives
are specific, measurable, achievable, and realistic and time specific. SMART criteria help the to
set appropriate objectives which could easily enhance organizational performance (Pappas,
2016).
Specific: Committed towards creating value for clients and for shareholders: This is the primary
objective of JLL Company and objectives set up by them require relevant tools and techniques
along with sufficient manpower so that organizational efficiency could be enhanced. While

Strategy and global competitive environment 6 | P a g e
setting objectives, management of organization determine that the objectives are set on the basis
of target market as well as target audience’s requirements (Ghosh, 2017).
Measurable: JLL is committed towards building a Better Tomorrow and in relation with this;
appropriate steps have also been taken through which an effective position could be developed in
the target market. The term measurable has clear meaning that something which could be
measured analysed or evaluated (Appiah-Adu & Amoako, 2016). In terms of marketing
objectives, JLL Company analyse the effectiveness of their available resources and strategies on
the basis of bench marks and standards set up by the top level management and board of
directors. Set objectives are compared with the benchmarks and standards set up by the
management in relevance with the introduction of new products and services or setting up
business in new marketplace (Appiah-Adu & Amoako, 2016).
Attainable: The set objectives and goals set up by the management of JLL Company real and
could easily be attained. Goals have been set up after analysing the outcomes originated form
internal as well as external analysis. Creating a better tomorrow and providing qualitative
products and services to the target audience will help JLL Company to set an effective position
in the target market along with gaining competitive advantage (Sinha & Sheth, 2018).
Realistic: It is another effective aspect for organization with regards to improving its
performance. On the basis of target market’s requirements, goals have been developed and this
will enhance organizational performance. Apart from this, organizational other objectives are
building an effective brand image in the Gulf region so that the competitive advantage could be
attained (Srinivasan, Rutz & Pauwels, 2016).
Time-specific: In relation with the attainment of desired goals and objectives, organization must
ensure that those objectives could be attained within a set time frame say one year from the
reestablishment of business. This will help the JLL Company to build its brand image in the
target market along with the objective of gaining competitive advantage (Todor, 2016).
After setting goals and objectives for organization in relevance with enhancing organizational
performance in the target market, it is must to introduce its products and services with the help of
advanced and effective marketing strategies. It has been recommended to JLL Company to

Strategy and global competitive environment 7 | P a g e
integrate traditional as well as non-traditional forms of marketing mediums with relevance to the
attainment of marketing objectives such as spreading awareness amongst the target customer
segment as well as for generation of demand amongst them (Appiah-Adu & Amoako, 2016).
Along with this, organization is also seeking to gain leading position in the real estate industry,
thus, it is must to provide unique, distinctive and effective marketing strategies through which
separate image could be developed in comparison to the competitors (Chen, Li, Lin &
Rubinstein, 2015).
Traditional media mix
Traditional media mix includes newspaper, magazine, board hoardings, pamphlets, television,
radio, etc. As every medium has its own importance in terms of approaching to the target
customer segments, thus, it is necessary for the organization to integrate an effective promotional
campaign for approaching to a large number of customers (Chen, Li, Lin & Rubinstein, 2015).
Newspaper, magazine and board hoardings have huge users and these techniques are effective
for convincing people aged 40-70 as they are not much active on social media or on any other
digital media strategies. Apart from newspaper, television and radio are another attention seeker
and in order to convince target customers towards the organizational products and services, it is
required to approach with an effective marketing medium (Cheng, Lourenço & Resnick, 2016).
With the help of these mediums, organization could easily target its audience along with
convince them to avail the services offered by organization. In order to attract the target
audience, traditional mediums will help the organization to highlight the unique features and
benefits which will be provided along with the properties (Torres & Kunc, 2016). Apart from the
properties, organization also renders various services such as real estate investment banking,
property management, facilities management, hotel advisory, energy and sustainability services,
etc. Customer base could easily be enhanced with the help of these marketing strategies and with
regards to this, accomplishment of desired goals and objectives would become an easy task for
the organization (Torres & Kunc, 2016). JLL Company is also engaged in rendering consulting
and investment management services and demand for these services is much high in US market,
thus, organization could easily develop a reliable image amongst the target audience along with
the accomplishment of its set goals (Yasmin, Tasneem & Fatema, 2015).

Strategy and global competitive environment 8 | P a g e
Non-traditional media mix
These are trending marketing techniques and these are also known as digital marketing
strategies. Social media, search engines, third party website promotion, display promotions,
sponsorship, email marketing, etc. are certain crucial as well as effective elements of digital
marketing strategies (Cant & Wiid, 2016). Scope and reachability of these platforms are huge in
comparison to the traditional marketing strategies. Both, traditional as well as non-traditional
mediums of marketing have its own importance and with regards to the attainment of desired
goals and objectives, it is necessary for the organization to select most effective mediums of
marketing (Cant & Wiid, 2016).
Marketing plan budget
Platforms Reach Frequency/
Continuity
Budget
Newspaper 15.5 Million People Twice in a month
(Monday & Saturday)
$8600 Per day,
17200 in a month
and AUD 103,200
Social Media Marketing
(Facebook, Instagram,
Snapchat, Twitter,
YouTube)
Reach has to be
80%, 20 Million
People
Daily 4 Posts $300,000
Event
Marketing(Sponsorship)
Reach has to be 50-
60%
6 Events in 6 months $200,000
Billboard & Hoardings Reach has to be 50-
60%
50 Hoarding around
the city
On actual
Digital Advertising
( (Affiliate Marketing)
80% Reach Every day, ads posted
on different websites
on the web
Commission basis,
1% of the sale value

Strategy and global competitive environment 9 | P a g e
Marketing Goals
Goals of JLL Company with regards to the marketing and promotional activities are:
 Increasing sales by 20% in the first three months of implementation of marketing plan
 Increasing customer base by 25% in the first six months of implementation of marketing
plan (Mattila & Dolhi, 2016).
 Approaching to all customer segments (Cant & Wiid, 2016).
 Fulfilment of customer’s needs and wants for development of reliable image in the target
market
 Enhancing customer satisfaction
 Gaining competitive advantage along with developing distinct image amongst the
competitors (Geraghty & Conway, 2016).
Monitoring and controlling
This is the last stage of a marketing plan and it helps the organization to evaluate the marketing
strategies and all the steps of marketing plan in order to identify the effectiveness its
effectiveness. Along with this, it is also essential in terms of enhancing organizational
performance as well as to determine the challenges faced by the organization while
implementing the marketing plan (Oates, Watkins & Thyne, 2016). Apart from this, it is also
necessary in relevance with the identification of effectiveness of the strategies used by
organization so that desired goals and objectives could be attained (Oates, Watkins & Thyne,
2016).
With the help of evaluation techniques, organization could easily identify the effective as well as
ineffective strategies and on the basis of this, effective strategies could be continued for the
purpose of attainment of organizational goals and objectives while ineffective strategies will be
discontinued (Gereffi & Fernandez-Stark, 2016). Thus, primary goals in relation with the
execution of marketing plan will easily be attained. In order to maintain an effective brand image
in the target market, it is necessary for the organization to determine an effective goodwill in the
target market. Thus, evaluation techniques are effective enough in order to determine the
opportunities for gaining competitive advantage so that appropriate goals could easily be
accomplished (Gereffi & Fernandez-Stark, 2016).

Strategy and global competitive environment 10 | P a g e
Internal strategies
Internal strategies used by JLL Company are used for the purpose of business expansion with the
help of internal resources and capabilities. With regards to the analysis of internal growth
strategies, it is necessary to evaluate core competencies, strengths and weaknesses and the
current resources of the organization with aid to the VRIO framework and value chain analysis
(Rothaermel, 2015). Apart from this, company could also grow by expanding its operations
along with the help of introduction of new products or by adding new features in the existing
products and services to make its more effective through which customer satisfaction could be
enhanced (Rothaermel, 2015).
Core competencies
Core competencies are set of effective strategies, skills, activities and resources of organization
which provides value to the customers. Apart from this, these attributes also helps the
organization to differentiate from the competitors through which new opportunities generates
which ultimately helps the organization to enhance the organizational image (Rothaermel, 2015).
In terms of attainment of competitive advantage, four key criteria plays vital role. Sustainable
competitive advantage is an essential tool for long term growth and development for an
organization and in terms of JLL Company, attainment of sustainable competitive advantage is
necessary as it helps the organization to lead the real estate market along with enhancing its
customer base. This framework is VRIO and it stands for value, rarity, inimitability and
organizational support (Rothaermel, 2015).
Value:
JLL Company believes in delivering value to its clients and shareholders in relation with
developing their brand image in the Gulf market. Apart from this, organizational main motive is
to create “Better Tomorrow” and with this regard, organization provides amazing spaces through
which target audience’s needs and wants could be fulfilled.

Strategy and global competitive environment 11 | P a g e
Rarity
Real estate market is totally based over the availability of land in the particular area. In US
market, demand for independent flats and building is much high but there is lack of land in
comparison to the demand of land. With regards to the requirements of audience in Gulf region,
management needs to ensure that they will be served on the basis of their requirements. This is
the foremost objective for JLL in order to set up its position in the marketplace along with
gaining the trust from the target audience (Rothaermel, 2015).
Inimitability
Inimitable capabilities are those which are costly and bit difficult to imitate. In relation with this,
JLL Company needs to adopt unique measure so that their services and products could be
differentiated from the competitors (Simon, et. al., 2015). Competencies are linked together,
thus, it is necessary for the organization to provide advance and unique services along with the
beautiful properties to the target customer segments in relevance with enhancing organizational
image in the target market. This will also help the organization to gain competitive advantage in
the target market (Simon, et. al., 2015).
Organizational support
In relevance with making its products and services effective, all attributes of VRIO framework
i.e. value, rarity and inimitability of organization could be managed accordingly for enhancing
performance of their products. Organizational support is also required for the motive of
maintaining sustainable competitive advantage in the target market (Simon, et. al., 2015).
JLL Company has adopted three principles with the objective of enhancing organizational brand
image in the target market along with the fulfilment of target audience’s demands and wants.
These three principles are teamwork, ethics, and excellence. These principles help the
organization to deliver client value in appropriate manner with the objective of enhancing
customer satisfaction (Simon, et. al., 2015).

Strategy and global competitive environment 12 | P a g e
Valuable Rare Costly
to imitate
Exp1loited by
the
organization
Competitive implication
No Competitive disadvantage
Yes No Competitive parity
Yes Yes No Temporary
competitive advantage
Yes Yes Yes No Unexploited
competitive advantage
Yes Yes Yes Yes Sustained
competitive advantage
Value chain analysis
Value chain analysis describes the categories under which organization produces products and
services. Primary role of value chain analysis is to enhance organizational performance and it
also helps the organization to build an effective brand image along with the gaining competitive
advantage in the target market (Appiah-Adu and Amoako, 2016). Primary activities of
organization are inbound logistics, operations, outbound logistics, marketing and sales and
service. While support activities are firm infrastructure, human resource management,
technology development and procurement. These activities plays vital role in terms of gaining
competitive advantage along with attracting target customer segments towards the organizational
products and services. These activities also help the organization to build an effective brand
image in the target market in relation with the accomplishment of set goals and objectives
(Appiah-Adu and Amoako, 2016).
With the help of this value system, organization could easily mould their products or services on
the basis of target customer’s demands and wants. This system comprises of inter-organizational
links and relationships through which effective products could be created for the fulfilment of

Strategy and global competitive environment 13 | P a g e
target audience’s demands (Armstrong, et. al., 2015). Competitive advantage is another
accomplishment in relation with the value system of organization. An effective value chain helps
the organization to deliver required products and services in the target marketplace. Value chain
adopted by JLL Company is effective enough to ascertain the opportunities in the market along
with linking it to the VRIO framework for the motive of gaining sustainable competitive
advantage (Cant and Wiid, 2016).
Strategic capabilities
Company has effective tangible as well as intangible resources and with regards to this,
organization has enhanced its brand loyalty. Threshold resources for JLL Company are
administration department, infrastructure, financial, and human resources. These resources are
efficient enough in terms of fulfilling target audience’s demands and wants (Jones Lang LaSalle,
IP, Inc., 2018).
JLL Company is struggling for gaining competitive advantage and in relation with this; its main
competitor is CBRE Group. Business entities generally compete with each other for enhancing
their market share, revenues, sales, and profitability, organization implements various tactics.
Management of strategies with regards to their implementation and control, managers and
leaders are responsible (Chen, et. al., 2015). Although, every company does not gain same type
of competitive advantages in relation with this, organization needs to evaluate its strategic
capabilities as well as the resources for the attainment of goals and objectives (Parnell, 2015).
Strategic capabilities are those strategies which also act as the business’ ability to successfully
attain competitive advantage. This also helps the organization to survive in the target market for
long period of time along with increasing its value with the passing time. Strategic capabilities
focus on business’ assets, resources, and market position (Chen, et. al., 2015).
Recommendations
After analysing organizational goals and objectives and the methods adopted by the management and
leaders of organization for accomplishing them, it has been analysed that organization should focus on
the discussed marketing plan in terms of executing organizational operations in an effective manner.
Apart from this, it has also been reviewed that the market of operations for JLL Company is bit
competitive, thus, adaptation of unique strategies is necessary with the objective of differentiating the

Strategy and global competitive environment 14 | P a g e
organization from its competitors. Core competencies of organization are efficient enough through
which the desired goals could easily be accomplished along with the attainment of competitive
advantage in the market. Thus, the organization is required to adopt appropriate marketing strategies as
per the evaluation of the organizational practices. This will help JLL Company to build an effective brand
image in the target market along with the attainment of set goals and objectives.
Conclusion
From the aforesaid information, it can be concluded that organization requires to analyse its
internal as well as external capabilities to generate opportunities in relevance with the
accomplishment of set goals and objectives. In this report, internal strategies of JLL Company
has been analysed in addition to the external analysis done in the previous assessment. Primary
motive of this analysis is to enhance organizational performance with regards to the attainment
of competitive advantage. In this report, marketing plan has also been discussed for the purpose
of promotion of products and services which will be especially introduced in the Gulf region in
relevance with meeting with the demand of target audience. With the help of this, organization
would be able to gain an effective market share along with increasing the revenues and
profitability of the organization. Further, report has concluded competition, marketing strategies
and internal strategies of organization which are discussed in order to enhance organizational
performance.

Strategy and global competitive environment 15 | P a g e
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Strategy and global competitive environment 19 | P a g e
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Appendices
Core competencies of organization
Jones Lang LaSalle was formed with the merger of Jones Lang Wotton. It is British firm which
was founded in 1783 and it became Jones Lang & Company in 1872. Company has more than
80,000 employees which includes professional and support staff along with more than 300
offices in approximately 80 countries. Company’s global revenues for 2017 were $7.9 billion
along with a huge portfolio of 4.6 billion square feet (Jones Lang LaSalle, IP, Inc., 2018).
Company is majorly known for utilising its human resources as well as for their leadership
styles. These two attributes have helped the organization to accomplish the projects on time as
well as in effective manner which has ultimately enhanced organizational efficiency. Company’s
target audience include localities, migrants and all people who are in search for a good property.
By providing effective and efficient services to its target audience, organization has been able to
uplift its goodwill in the target market segment (Chernev, 2015).
Leadership style
Leaders of JLL Company mostly uses transactional, charismatic and transformation leadership
styles. These styles of leadership are efficient enough in terms of improving organizational
performance as well as in terms of managing the employees. Teamwork is the key attribute for
JLL Company and leaders are the major responsible people who have promoted teamwork and
its importance amongst the employees. Transactional leadership style mainly focuses on
supervising organizational performance and then appropriate measures are being adopted for the
motive of attainment of set goals by top level management of the organization. Apart from this,
transformational leadership is also being followed by the organization so that individuals could
easily tackle the challenges of business in an effective manner and charismatic leadership style
focuses over adaptation of new and unique measures so that the efficiency of employees could be
improved. This ultimately helps in terms of enhancement of whole organizational efficiency and
it leads to the attainment of customer satisfaction (Paley, 2017).