Marketing Management

Running head: MARKETING MANAGEMENT
MARKETING MANAGEMENT
Name of the Student
Name of the University
Author Note

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Executive Summary
The digitalization has changed the face of the business and hence, it is with respect to this that
the different firms are required to undertake considerable initiatives to ensure that the firm will
be able not create a competitive positioning for itself in the market. Th focus of the report lies on
understanding the way the firm will be able to attain digital success. The firm which has been
chosen is the Folio Books in Brisbane. The report follows a structured format with respect to
which the Introduction has been followed by the current strategy analysis and the persona
analysis. Recommendations for the future have been provided.

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Table of Contents
Introduction......................................................................................................................................3
A profile of the organization and current market strategy...............................................................3
Current target markets and marketing strategies.............................................................................4
Customer Persona............................................................................................................................4
Competitor Analysis........................................................................................................................7
Strategic Analysis............................................................................................................................9
Recommendations for new plan....................................................................................................13
Social media presence....................................................................................................................15
Budget............................................................................................................................................16
The control and evaluation measures............................................................................................18
Conclusion.....................................................................................................................................19
Recommendations..........................................................................................................................19
References......................................................................................................................................21

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Introduction
The Marketing management can be understood to be taken as an integral part of the
organization and with respect to this, all the businesses as present in the business environment
would be required to ensure that they are being able to successfully undertake certain initiatives
relating to the domain of marketing. Due to the advancement of technology, the domain of
marketing has undergone a considerable change and in line of this, digital marketing has become
a considerably popular topic (Bagozzi et al, 2018). Hence, the primary focus of the study can be
understood to be directed towards the Marketing management and the related techniques and
strategies which will assist in understanding what moves can be chosen by the firm in question.
The company which has been selected for the purpose of analysis is the Folio Books. Hence, the
focus of the study will lie on understanding the manner in which the firm needs to form the
adequate strategy based on the current market strategy, the targeted customer segment, the
external influences which have an influence on the overall operations of the firm and a set of
recommendations which would assist in improving the different operations of the organization.
The study follows a systematic format whereby the report begins with a brief introduction which
is then followed by a profile of the firm and the current market strategy which the firm has been
following. Along with this, the report will also throw light on the current marketing strategy
along with the current target market which the firm has been serving. This is followed by the
discussion on the Consumer persona and the competitor as well as the strategic analysis using
tools like SWOT and PEST have been undertaken which assists in understanding how the firm
has the potential to perform well and currently how it has been performing. After the analysis,
the latter half of the report focuses on the new recommended marketing plan and the evaluation
strategies which have to be adopted with respect to the same. Certain recommendations for the
overall welfare of the firm have also been provided.
A profile of the organization and current market strategy
As mentioned earlier, the organization is in Brisbane and offers a unique instore
experience to the different readers with their huge collection of books which range from different

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domains like the Fiction, Art, Architecture, History, Cooking, Graphic Design and many more.
Presently, the firm has come up with the online experience which provides a unique and
personalized experience to the different individuals and offers them with an extensive range of
books which are thoughtfully chosen based on the profile of the reader. In addition to the
personalized experience for each of the readers, the Folio Books will also provide the different
readers with a specialized customer service which will be from the highly experienced as well as
the knowledgeable booksellers. The firm also engages in the customer special orders whereby if
a customer is unable to find any product related to their choice then, the firm orders it and makes
the good available to them.
Current target markets and marketing strategies
The current target market which the firm has been catering to can be understood to be the
book lovers who enjoy reading and thereby with respect to this, ensuring that they will
successfully be able to order the books which are not available at their disposal. (Baker, 2016).
Therefore, these individuals want to satisfy themselves with the unique experiences which are
generally offered to them and make the resources useful for them (Grzegorczyk, 2017). The
marketing strategy which is being utilised by the firm can be understood to be enhancing the
instore experience of the different customers and engaging in differentiation services which will
ensure higher experience to the different customers. In addition to this, by offering books on a
varied offering to the customers the firm is creating a brand name for itself and in line of this, the
customers are being offered the facility to choose exclusive experiences for themselves. In line
with this, the firm uses the traditional mediums of advertising whereby it is being able to reach
out to the different customers using print media and related tools (Gummesson, 2017).
Customer Persona
Persona Type Marketing
User/Customer Name Job Title/Functional Role Customer/User segment
Jenny College Professor Regular customer
Photo Key Demographic Details Personality& Behavioral

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Characteristics
Age: 36 years
Gender: Female
Family: Married with two
children
Education: Master’s in
English and Sociology
Location: Brisbane
Income: $85,000
Organizational details:
ABC University
Employment: 10 years
Is an avid reader
Generally, orders books on
a very regular basis
Manages various assistant
professors
Prefers to keep herself
updated with respect to
various domains and
related topics.
Is very committed towards
ensuring that she can
provide the best service to
the different students.
Hands on program manager
with adequate skills of
management and
vocational as well.
Has a strong influence on
the purchase decisions of
the different students
Reads topics related to
Sociology, Modern
English, Political science,
Autobiographies and
Current affairs