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Marketing Management : Assignment

   

Added on  2020-12-30

15 Pages4236 Words479 Views
Marketing
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MarketingManagement
Marketing Management : Assignment_1

TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................11. Background of industry, market positioning as well as present unique selling proposition12. Marketing audit, including both internal and external factors and whether there is thepotential for market growth....................................................................................................23. Critically defend new marketing mix actions to achieve gaps between company's presentmarketing strategy and external environment........................................................................7CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................10
Marketing Management : Assignment_2

INTRODUCTIONMarketing is an essential function performed by each and every organization to promotetheir goods and services within a targeted market. Marketing management is a process ofreaching customers by different ways of advertising, sales and promotion. It helps to share ideasrelated to products with customers in order to increase their sales and profit. In this presentassignment, Ambuja cement Ltd. will be chosen. It is a company which produces cement andwas earlier named as Gujarat Ambuja cement Ltd. Organisation has its revenue of around76,378.1 million. Company’s shares are traded on National and Bombay stock exchange. Thisreport will include Background of cement industry, market positioning as well as present uniqueselling proposition. Furthermore, it will also include Marketing audit, including both internal andexternal factors and company’s potential for market growth will be described briefly. MAIN BODY1. Background of industry, market positioning as well as present unique selling propositionBackground: Cement industry is placed as one of the largest industries of the world. Ithas capacity to generate employment and it has contributed in development. Cement is essentialfor construction purpose. It is the second most consumed material across world. It comes next tosteel for construction purpose. Cement is low at value but it is high at bulk. In 1914, India hasentered into cement industry. Indian cement industry produces the best quality concrete andplaced as the second largest quality producer across world after China. It produces differentvarieties of cement with around 300 million tonnes of production capacity. Private sector coversaround 98% of total Indian industry and remaining 2% is with public sector.Market positioning: Ambuja cement was established in 1986 which was initially namedas Gujarat Ambuja Cements Ltd. Organisation has total cement capacity of around 18.4 million.It has higher technology plant which is very efficient in producing cement. It earns the highestprofit in India among entire Indian cement industry. It ranked on 3rd position in India amongcement industry. Main basic objective of company is to manufacture the best quality cement forits customers. For the same, it has been awarded by prime minister of India. Cement industry areconsidered to be the biggest polluter of environment. But, Ambuja cement believes in protectionof environment. Among the top 12 players in cement industry, this company is placed on 3rdnumber in terms of production capacity and it contributes 13% among overall production of1
Marketing Management : Assignment_3

Indian filling industry. Organisation believes in covering major key locations in the entirecountry. Four captive ports are established by company to distribute properly across the nation.Ambuja cements Ltd. Believes in developing its business by way of reaching maximumwholesalers and retailers. End consumer can be targeted through distributors ( Marketpositioning of Ambuja cement,2011)Unique selling proposition: To increase the sales of company, it has covered 48000wholesalers and retailers. It has got capacity of 29 million tons in the complete year. Ambujacement Ltd. has 5 manufacturing units and 8 grinding units in entire nation. Sales targets aregiven to such allocator so that company can achieve its sales objectives. It has got the capacity of29 million tons in the complete year (Trautman and Ford, 2018).2Illustration 1: Market positioning of Ambujacement(Source: Market positioning of Ambujacement,2011)
Marketing Management : Assignment_4

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