Marketing Management: Strategic Alliances, Product Development, and Acquisitions for Business Growth

Running head: MARKETING MANAGEMENT
Marketing management
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1MARKETING MANAGEMENT
Question: 1
Strategic alliances helps the partner organizations to use each other’s expertise and brand
value to improve their marketing process (Brouthers, Nakos and Dimitratos 2015). This provides
better marketing opportunities due to merger of resources of both the brands. This can be
understood by giving an illustration such as in order to promote their debit and credit card,
financial institution often for alliances with retail grocery outlets and in return, the retail store
can use the brand value of the financial institution to enhance their brand identity. Moreover, it
is common for restaurant to promote different soft drink products so that they can use the
marketing channels of the beverage company to increase their market penetration and in return,
the restaurant will sell only the products offered by the strategic partner.
Question: 2
As per ansoff matrix, existing product development is the method of increasing the
penetration of the brand in the market. The development of products already existing in the
product line will add value to the original value proposition which in turn will enhances the
penetration the market (Hussain et al. 2013). On the contrary, when targeting new markets, the
product development process for existing product line will improve the diversity of the product
portfolio. This means that the organization will be able to cater to a bigger target population.
Question: 3
Acquisition of a business entity or takeover provides better marketing
opportunities for the acquiring company as they will be able to effective use the resources,
infrastructure and brand value of the organization for their benefit (Bena and Li 2014).
Acquisition takes place in same sectors in majority of the cases and most companies prefer to

2MARKETING MANAGEMENT
acquire their competitors. It reduces the competition in the market and increase the overall
market share. Moreover, it will also help in increasing the overall existing consumers and target
segment for the business entity.
Question: 4
The feasibility of the product or services sold to the consumers will be one of the critical
information. This is due a fact that feasibility of the product or service will determine the
sustainability of the franchise in the market (Lee et al. 2015). The capability of the product to
adapt to the target market is another key factor as the products or services needs to be in line
with the current trend in the market or the franchising is expected to fail as there will no demand
for the products or services offered by the company.
Question: 5
It is effective for the organizations to develop new business in new countries as diverse
markets brings forth new opportunities for the companies. This is due to the fact that
organizations utilize the demand in specific markets to develop and cater products specific to the
needs of different markets (Fritsch 2013). This increases the brand identity of the organization.
This can be explained by taking Suzuki as an example. Suzuki has manufacturing units in
different countries which is the reason that they are able to address diverse trends in different
markets. This increases the scope of opportunities in different markets.
Question: 6
Exporting and market development strategy are other two major options for companies.
The market development strategies are used by companies to offer existing products to new