Dealing with Marketing Strategies

This article discusses the importance of customer satisfaction and loyalty in marketing, and provides insights on how a company can develop marketing strategies to scale up both satisfaction and loyalty. It focuses on the case of Saudi Basic Industry Corp. Company and offers practical tips for identifying business goals, stating marketing goals, conducting market research, and profiling potential customers and competitors.

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Dealing with Marketing Strategies
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Saudi Basic Industry Corp. Company
Introduction
This is one of the most important industries in the Middle East that is known to have
gained quite some popularity across large regions.
Moreover, this company is known to have the capability of performing quite some
functions that target different customers who are situated in various locations across the Saudi
boundaries. Additionally, it is one of the largest manufacturers of multiple types of chemicals,
fertilizers, plastics, and even metals across the entire universe. It is an organization that was
founded way back in 1976 to adequately turn quite some waste natural gas from different forms
of crude oil extraction into advanced forms of petrochemical products that could be used for
various purposes (Aaker 2010). As a result of adequate performance and reliable strategies, the
organization has emerged to be one of the best third most significant producers of polythene in
the entire universe where almost half of its total sales are always directed to Asia. The whole
company is majority owned by the government of Saudi. The organization has been able to
supply various products across quite some countries in the world and perhaps this is what has
made it gain high popularity across many regions. A right amount of the cooperate wealth
attached to the organization in the area is majorly concentrated in the hands of the government.
What is more interesting about this company is that it has been able to meet the needs of
various customers across the world irrespective of the places of residence (Armstrong et al.
2012). The top management officials who are known to be in charge of multiple operations
within the organization have been able to work hard towards the path of success to ensure that
the entire company can meet all the future goals within the stipulated time frame. It is an

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organization that is well equipped with employees in different departments thus making it easier
to carry out various operations without much struggle.
Critical analysis of marketing theory concerning satisfaction, loyalty together with the
relationship that exists between them
Customer satisfaction involves quite some operations being carried daily within the organization.
An individual by the name Anderson was able to come up with two different definitions of
customer satisfactions that mainly included the transition specific experiences together with
various aspects of cumulative experiences (Voorhees et al. 2016).
On the other hand, when talking about cumulative experience, customer satisfaction can be
determined as a result of the total purchase together with the consumption experience of a given
customer within a stipulated period. Moreover, it also deals with the assessment of various
products and how they are capable of operating within the market platform. Appropriate
measurement of customer satisfaction through the use of adequate and reliable customer
feedback is crucial most so when it comes to the development of effective management strategies
associated with giving managers an easy time to implement quite some improvement programs
that are associated with satisfaction issues (Lamberton and Stephen 2016). Information obtained
from consumer satisfaction is known to have the capability of helping quite some companies to
efficiently evaluate their abilities in meeting the needs of all the customers (Hooley,Piercy and
Nicolaud 2012) On the other hand, it also helps various companies to correctly analyze the
performance of a given type of offering to customers for them to adequately identify some of the

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areas of improvements together with the areas that are considered to be very important by their
respective customers.
Additionally, there are quite some drivers associated with customer satisfaction. One of the
primary drivers to customer satisfaction is delivery (Pappas 2016). A given company should be
able to deliver the necessary outcome that it was able to promise the consumers and at the same
time the entire organization should also be ready to deal with any problem that is likely to
emerge. Additionally, appropriate time also plays a crucial role as one of the significant drivers;
there is a need for the organization to respond immediately to all the requirements of various
customers (Blythe 2009). Moreover, there is what is called professionalism as the third driver
(Xu, Frankwick and Ramirez 2016). Every staff member should be competent with the capability
of treating all the customers equal without discriminating them at all; they should be prepared to
go an extra mile to carry out the duties that are required by the organization to attain quite some
goals in real time. The attitude of various staff members is also another driver towards the path
of satisfaction (Hudson et al. 2016). All the staff members are required to be friendly to all the
customers thus giving them an easy time when it comes to solving various problems.
Loyalty, on the other hand, may involve two different conditions which majorly include loyalty
behavior together with loyalty attitudes of various personalities (Batra and Keller 2016). Loyalty
behavior indicates typically the action of repeat purchases that have been made by a specific
group of customers specifically on a particular brand that they are attached to instead of
switching to other forms of competitor brands that might be available within the market. Loyalty
behavior on the other hand, is always viewed to have a direct relationship to sales and even the
entire market share where its measurement is usually done through an adequate analysis of all
the sales transactions associated with every customer together with all the available defection

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rates over a specified time period (Shankar et al. 2016). Loyalty attitudes in most cases rely
typically on judgmental factors together with various forms of feelings that are attached to a
variety of products, services and even a brand that have always led to quite some repeat
purchases within the market platform. In most occasions, it usually is being measured through
the use of loyalty questionnaires most so for quite some surveying customers (Erevelles, Fukawa
and Swayne 2016). This further helps an organizanization or even a company to obtain adequate
information concerning various factors behind loyalty attitudes; It also goes also to enable
different firms to be able to subdivide them into liberal groups that can be well understood for
example ‘new arrivals' and ‘repeat buyers.' The contrast appears to be quite crucial since various
personalities can be able to feel one way and even behave in a different manner (Hyder 2016). In
quite some occasions, customers are known to develop loyalty behaviors without any form of
loyalty attitudes detected within their personalities (Chaffey 2016).
On the other hand, there are also those customers that can exhibit loyalty attitudes without even
showing many aspects of loyalty behaviors, as in the case of various customers known to have
developed the capabilities of buying very frequently (McDaniel, Gates 2012). The results clearly
show that loyalty behavior is worth almost any form of effort (Hofacker et al. 2016). On the
other hand, loyalty appears to be so valuable since it is known to have a significant impact on the
entire market share. At the same time, loyalty behavior is one of the primary outcomes that are
attached to conditions related to very high satisfaction. Many companies can be able to predict
customer retention adequately, loyalty together with the profitability of the organization through
an adequate implementation of different forms of satisfaction surveys (Srinivasan, Rutz, and
Pauwels 2016). Research has postulated that customer satisfaction is one of the major parameters
that are capable of leading to the profitability of a given organization. Quite some studies have

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also been able to show a positive correlation that exists between customer satisfaction, retention
and customer loyalty (Katsikeas et al. 2016). Usually, those customers who tend to be satisfied
with the services being offered to them by a given company are likely to tell other people what
they have encountered.
Moreover, both company satisfaction and loyalty can relate in quite some ways with the major
one being that both of them have the capability of adequately a solid reputation for a particular
company (East et al. 2016). This means that they can make a given company to gain popularity
across large regions thus expanding its mode of operations (Mishra and Modi 2016). Moreover,
both customer satisfaction and loyalty can provide appropriate and reliable guidance to a given
organization regarding some of the best strategies that should implement to obtain a particular
outcome (Kotler, Kartajaya and Setiawan 2016). The top management officials of every
company should work hard towards the path of achieving issues dealing with customer
satisfaction and loyalty since these are the only ways that they can best use to understand all their
customers irrespective of where they are situated. Also, when implementing issues associated
with customer satisfaction and loyalty, there is the need to bring in ethical considerations in
every step to ensure that the two parameters are appropriately applied. This will enable various
objectives to be obtained by an organization through an adequate fulfillment of all the needs of
customers.
How the company could develop marketing strategies to scale up both satisfaction and loyalty
Coming up with an appropriate marketing strategy is among the crucial moves so far that will
act as a game changer by expanding the way the entire company does quite some operations.
Before developing the marketing strategies, the company needs to have a clear understanding on

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what ethics means for the management to view the policy in terms of ethical considerations thus
creating boundaries between the organization and the customers themselves (Wedel and Kannan
2016). Any effective marketing is known to have the capability of starting with a well-informed
marketing strategy to meet the needs of various customers. Coming up with a well-developed
marketing strategy will help the company realize quite some business goals and even go as far as
building a strong reputation for all the products (Zhang et al. 2016). Development of marketing
strategies is one of the most fundamental procedures that need to be adequately implemented by
every top management officials of every organization or company. This is because it has the
capability of helping the company or organization to evaluate quite some issues taking place
within the market platform. Saudi essential industry company can adequately come up with quite
some marketing strategies that are likely to help in the achievement of various goals. The
following are some of the ways through which the company can best develop marketing
strategies;
 Adequate identification of the business goals- Various marketing goals needs to be
evaluated in order to identify some of the areas where loop holes exists thus coming up
with adequate strategies. After highlighting all the business goals, the top management
must ensure that every customer can understand all the goals together with how they
operate under various conditions within the market platform. This will, therefore, lead to
an implementation of adequate strategies that will make work easier as far as multiple
operations of the company are concerned.
 State all the marketing goals- To come up with one of the most reliable marketing
strategies, the top management team needs to come on board and be able to state all the
relevant marketing goals. This should be carried out by giving an appropriate definition

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of various marketing goals about what had been identified as business goals at the initial
stage (Vellas 20160. These goals will adequately motivate the entire organization
together with all the employees thus going as far as helping them to bench mark various
conditions that are related to success (Järvinen and Taiminen 2016). Some of the
marketing goals that can be chosen by the organization mainly include increased market
penetration together with the development of the entire market. At some point, all the
marketing goals could appear to be long term; therefore, it might take a slightly more
extended period for them to be successfully attained (Godey et al. 2016). However, there
is the need to put all of them to be clear and measurable and eve set some time frames for
their achievements.
 On the other hand, the company should also ensure that all the overall strategies are all
practical and can be measured adequately. Any good marketing strategy will always not
be changed come to the end of every year. But instead, it will still be revised most so
when various approaches most so when multiple strategies have been attained within the
recommended timeframe (Stephen 2016). Through this, both the issues related to
satisfaction and loyalty will be appropriately addressed thus making the customers have a
better feeling together with a reasonable encounter.
 Market research- Research appears to be one of the most fundamental parts of any given
marketing strategy. The company, therefore, needs to gather appropriate and reliable
information about its targeted market. This information may include things like the size
of the market, social trends being experienced within the market platform and also the
growth rate of the entire market after a certain period. The management should, therefore,
keep an eye on the company's targeted market for them to be aware of any changes that

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are likely to be encountered within a given time frame. This will ensure that the strategy
that is attached to the whole company remains relevant and targeted as much as possible.
When doing marketing research, there is the need to concentrate in various areas most so
the ones that are capable of providing accurate information regarding a particular issue.
 Profiling of all the potential customers- For the company to come up with robust
marketing strategies, there is the need to adequately profile every potential customer
thereby providing an adequate opportunity to carry out an appropriate identification of all
their needs. Furthermore, the profile will be able to reveal all their buying patterns
including how they buy, the exact places where they purchase the goods together with
what they usually buy. While the company works hard towards finding new customers,
there is a need for the management team to make sure that the marketing strategy allows
them to maintain strong relationships with all the existing customers fully.
 Adequate profiling of the competitors- To develop a reliable marketing strategy, the
company should establish a reasonable profile for all their competitors. It should do this
by identifying a variety of their products, pricing that is related to every product together
with all the marketing tactics that they tend to put into consideration. Through this, the
company will be able to adequately identify its competitive advantage that will give a
clear picture of what will be able to set the entire business apart from all the existing
competitors within the market. Through this, there will be a little opportunity to identify
different types of strengths and weaknesses of all the internal processes that are attached
to the company thereby improving its performance to greater heights.
 Development of strategies to fully support the marketing goals- To adequately develop a
marketing strategy, the organization can come up with a reasonable strategy that will

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fully support all the marketing goals highlighted by the top management. All the similar
plans mainly aim towards increasing quite some online social media presences through an
adequate posting of regular updates related to the product being manufactured from the
company itself.

Mind mapping
Technical part
GOALS Provision of Quality
services
Timely
delivery of
products
Good customer care
services
Good
employee
relationships

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Local market Regional Market National Market International market
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
The entire organization aims towards concentrating 60% of its operations within the local market
to adequately reach a good number of locally available customers. Moreover, at the regional
market, the company intends to carry out an approximation of 65% of all the goods and services
within the market platform. Nationally, it aims towards covering a total of 80% of its operations
where it will be able to meet the needs of various customers at the national level irrespective of
their areas of residence. This will, in turn, ensure that all the objectives that are set at the national
level are all met appropriately without encountering any barrier. Additionally, the company aims
towards covering one of the highest percentages of operations at the international level. The 95%
operation is as a result of the stiff competition from several other organizations that are found
within the global market platform. Also, this mode of operation will help the company to be
diverse thus giving it a little opportunity to spread out its products and services across many
countries that are situated in various parts of the world. The mode of operation in all the regions
mentioned above will evaluate quite some goals that are attached to the organization thereby

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leading to the emergence of adequate and reliable performance. The top management team is
dedicated to bringing out one of the best results that can be relied upon.
Conclusion
Marketing strategies appear to be one of the best parameters that any given
organization can implement to come up with positive results. To adequately implement these
strategies, the top management team must be able to have an adequate understanding of all the
employees together with the customers who are known to be situated in various parts. It has got
the capability of clearly evaluating quite some goals and objectives that are attached to a given
company this proper providing guidance to the senior management teams regarding the paths
that should be followed during the implementation of the strategies. Moreover, good leadership
strategies work hand in hand with marketing strategies. Therefore, the senior management
officials of any given company need to develop excellent leadership skills for them to
appropriately come up with adequate and reliable marketing skills that aim towards taking the
organization to the next level. Implementation of ethical considerations is quite, and therefore it
is a skill that is required by every organization. Ethics will enable various companies to find an
easy time coming up with different marketing strategies that will be much friendly even to the
customers to live in multiple places. Closely engaging the employees and motivating them
appropriately is one way through which the efficiency of an organization can be increased. Once
all the employees are aware of what they should do without being supervised, there will be
higher chances of that organization succeeding to higher levels thus giving it a perfect
opportunity to compete with several other competitors who are available within the market.
Finally, it is essential to understand the needs of various customers since this is the only way that
can determine what kind of goods and services that needs to be provided by a given organization.

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Finally, every organization should be ready to implement these strategies to come up with a more
accurate and reliable result. To succeed in almost all market platforms, there is the need to
clearly understand various marketing techniques most so the ones with the capability of
capturing the attention of the customers irrespective of their areas of residence. Through this, any
organization can perform better and even offer stiff competition to several other organizations
within the market platform.

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