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Marketing Management in Spy-chaser Ltd : Assignment

   

Added on  2020-07-23

16 Pages4124 Words65 Views
MarketingManagement

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1TASK 1 ...........................................................................................................................................21. Applying the SOSTAC planning model in order critically appraise the practicability of Spychaser who is creating a marketing strategy for promoting their mobile application ................2TASK 2............................................................................................................................................62. Applying RACE marketing model to in order to identify best online communicationstrategy for Spy chaser ...............................................................................................................6TASK 3..........................................................................................................................................103. Application OF AIDAR model in order to analyse current state of behaviour which is likelyto impact future behaviour and future sales forecast of new mobile application......................10CONCLUSION..............................................................................................................................12REFERENCES..............................................................................................................................13

INTRODUCTIONMarketing management refers to the organisational study which emphasizes onfunctional approach of using marketing methods, strategies and procedures within business unit.In other words, marketing management include various activities such as planning, settingmarketing objectives, organising, coordinating, directing, implementing, controlling andpromoting marketing to distribute goods as well as services in order to meet enterpriseobjectives. (Bahadir, Bharadwaj and Srivastava, 2015.).The Spy-chaser organisation is being selected in order to assist firm in its marketingmanagement process. Spy-chaser Ltd is a developer of local smartphone applications, located atGhana. The company is being chosen for this project as they are planning to promote theirinnovative product i.e. simple phone application that can be used in small to large organisations.The Spy-Chaser Ltd wants to get benefit of various government policies. This project aims at providing consultancy to Spy Chaser Ltd in order to help firm tocreate successful marketing campaign.TASK 1 1. Applying the SOSTAC planning model in order critically appraise practicability of Spy chaserwho is creating a marketing strategy for promoting their mobile application SOSTAC planning model is very famous and effective business and marketing planningframework. This hypothesis enables organisation to develop overall or digital marketing plan. Itassists business entity in enhancing individual plan of action (Creating marketing magic usingSOSTAC model, 2012) SOSTAC planning model includes various activities such as situationanalysis, setting purpose, formulating marketing strategies, determining plan of action,implementing and controlling marketing activities. (Barrettand Weinstein, 2015).1

Situation analysis-The situation analysis is conducted in order to obtain overview about SpyChaser Ltd., that includes identifying company’s position in the market, performance, influenceof marketing activities and online trade process on consumers, analysing the impact of variousinternal and external factors on enterprise marketing decisions (Chen and et.al., 2015) There aresome methods which can be used for identifying the practical approach of this method -Digital customer- This include identifying the digital audience. This is very important to analysecustomers in order to ensure whether Spy Chaser Ltd. is delivering right products to rightconsumers and ensuring that they are fulfilling the demand of their clients or not. If Spy ChaserLtd. company is operating in competitive environment it is required by them to focus on creatingsuch strategy that helps enterprise in differentiating their services from their competitor’s andincreasing their online value proposition. 2Illustration 1: Sostac Model(Source: Creating marketing magic using SOSTAC model, 2012)

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