Marketing Management Report

This report examines the adaptation and standardization of the marketing mix for Hart's Bakery, a bakery cafe seeking to expand its business into the USA. It analyzes the Customer Based Brand Equity Model (CBBE) and its application to building a strong brand, explores the concept of integrated marketing communication, and discusses methods for measuring the success of marketing efforts.

Marketing Management Report and
presentation

Executive Summary
From this report, we have covered that Adaptation and standardisation of marketing mix such as
product, price, place and promotion. We have discussed that Customer Based Brand Equity
Model (CBBE) which includes Salience, Imagery, Reaction, Resonance. We have covered that
Concept of integrated Marketing Communication by Hart's Bakery in Romania. We have
discussed that different methods of integrated marketing communication includes Situational
Analysis, Target market, Marketing Mix by selected company. Furthermore, report have covered
that Measurement of success of marketing such as Sales target, Market Share, Profitability,
Return on Investment by chosen organization who wants to expand their business in Romania.

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY ..................................................................................................................................4
Adaptation and standardisation of marketing mix ......................................................................4
Customer Based Brand Equity Model (CBBE)...........................................................................5
Concept of integrated Marketing Communication and different methods .................................6
Measurement of success of marketing ........................................................................................7
CONCLUSION ...............................................................................................................................7
REFERENCES ...............................................................................................................................9

INTRODUCTION
Marketing mix is the procedure of evolving strategies and planning for goods and
services, advertising, promoting sales to range desired customer segment. It applies as tools from
economics and competitive strategy to analysis operation of organization in industry context. It
rarely conducts market research and to perform marketing analysis (Shaw, 2016). This study is
based on Hart's Bakery. It is workshop with rustic cafe space merchandising home-made
pastries, pies and cakes. In this context, firm expand their business in USA. This report ha main
aim to explain adaptation and standardisation of marketing mix for chosen country. It will apply
Customer Based Brand Equity Model to manage strong brand. The present investigation, to
expand business in the new market.
MAIN BODY
Adaptation and standardisation of marketing mix
Adaptation and Standardisation:
Standardisation believes that there is union of culture with same environmental and
customer demand across the world. On other side, adaptation strategy offers advantage of
meeting differences of local markets at different level that achieving larger level of customer
satisfaction.
Adaptation and standardisation of marketing mix
Hart's Bakery is the cafe which is selling homemade pastries, pies and cakes. Firm want
to expand their business in USA. So that, they identify different strategies and policies for
entering into new market. Company determine marketing mix strategy in terms of adaptation and
standardisation for identify product, price, place and promotion elements for entering into USA.
Product: It is necessary to determine product element by Hart's Bakery which expand
their business in USA (Hakansson, 2015). It is important for firm to offer product more
beneficial for consumers in relation to make competitive advantage and customer loyalty.
Price: It means the amount of currency charged for goods and services. It is total of all
values that customer exchange for benefits to use good and services. In addition to that, Hart's
Bakery choose among standardisation and adaptation. These decision to adapt or standardize
based on various factors such as improving communication, reducing transportation prices.
4

Promotion: Adaptation and standardisation of promotion means to make promotion that
work in various nations. When firm determine to promotion standardisation, marketing manager
make ad message that is effective across the worldwide.
Place: There is highly variation of channel distributing based on nations, so that it is
difficult to place standardisation by Hart's Bakery. Place of distribution can be differentiate
which depends on difference size and internet (Sargeant and MACQUILLIN, 2016). There are
several factors such as consumer, culture and product that base on place adaptation and
standardisation in the company. Place is the more adapted elements of marketing mix globally.
Therefore, firm needs to identify this element for expanding business.
Customer Based Brand Equity Model (CBBE)
Customer Based Brand Equity Model is based on the thought that power of brand lies in
customer has heard, learnt and seen as brand over time. This model is based on four question that
helps in building brand equity. Such as: salience, imagery, judgement and resonance.
Salience: It is also called as brand identity. It includes create brand identity which is
based on logo, specific design etc. As per the view of Shaw, (2016) this help to create brand
recognition by customer.
Imagery: This level allows business to better consider brand reputation. Imagery is
different in making salience behind brand, it turns across met customer needs in both socially
and psychologically. This level can also be work of targeted marketing and spoken while this can
happen with consumer interact with good (Stark, 2015).
5

Reaction: This level is difficult to separate two elements. It includes either actual or
precevied, measure of trust of consumer for brand and its goods, decisions depends on relevancy
of goods to status of consumer. Commodity changes their purchasing decisions when product is
failed in the market. This effects on firm which expand their business in USA. As per view of
Sargeant and MACQUILLIN, (2016) It includes judgement, feeling and response in this level.
Resonance: Purchasers assess their relations and communication with brand to become
loyal consumers. Many of elements such as price, goods, customer service and previous with
brand that go into making resonance As per the view of Stark, (2015) this model help in build
and manage strong brand in front of customer of Hart's Bakery. With the help of it, firm easily
expand their business in USA. Because of, firm determine the all level accurately in terms of
customer reaction, brand identity, consumer judgement, feeling and response towards product
and services. Firm easily create and develop brand for entering into new market (CBBE:
Customer-Based Brand Equity Model, 2018). Effective brand identity, image and positioning
helps in build and manage strong brand equity for increasing customer attraction and their
satisfaction.
Concept of integrated Marketing Communication and different methods
Integrated Marketing Communication(IMC):
IMC is the theory to make incorporated and unsealed brand experiences across channels
for consumers. It is important to promote brand among end users for surviving business in long
run. It means to integrate all techniques of brand promotion to encourage particular goods among
6
Illustration 1: CBBE: Customer-Based Brand Equity Model
Source: (CBBE: Customer-Based Brand Equity Model, 2018)

target consumers. It includes different elements such as corporate culture, brand focus, customer
experiences and so on.
Methods of IMC:
Hart's Bakery use different steps as methods for integrated marketing communication for
expanding their business in USA. Such as:
Situational Analysis: It is necessary to do situational analysis of business that includes
SWOT analysis of company. In this step, firm determine their strength, weakness, opportunities
and threats. If the Hart's Bakery has adopted innovation in their product and services, so that
consumers are easily attracted on their product and services. According to Sargeant, and
MACQUILLIN, (2016) they expand their business in new market.
Target market: It is necessary to determine particular segment, target market and
positioning in marketplace by firm. They also decide to target markets which depends on
demographic and psychological level. In this context, Hart's Bakery needs to determine that
benefits to consumers and utilization of product in market. As per the view of Hakansson,
(2015). This help to firm for expanding their business in new market. This also assists in
increasing sales and revenues. With the help of it, firm achieving communication objective and
customer satisfaction in the new marketplace.
Marketing Mix: It is necessary to follow strategy of marketing mix for identify type of
product, method of pricing, distribution channel and way of promotion by company. In addition
to that, Hart's Bakery decided that different product, pricing strategy, utilization of distribution
channels and method of promotion for expanding their business in USA (Stark, 2015).
Digital Marketing: It is the selling of product and services utilising digital technologies
primary on internet also involving mobile phone and so on. With the help of it, companies easily
know about market and its policies. According to view of Baker, (2014) this helps to expand the
business in chosen nation. Organizations leverage digital channels like social media, email and
website to link with current and expected consumers.
Through these methods, firm easily more integrated with new market and targeted
customer. This helps in increasing productivity and profitability of firm across the worldwide. In
the marketing mix, company well determine product, price, place and promotion for expanding
business in selected nation.
7

Measurement of success of marketing
Hart's Bakery needs to measure different ways such as market share, profitability,
revenue, sales target and return on investment that helps in improve the future in relation to
expanding business in USA.
Sales target: It is necessary to determine sales target that help in business expansion by
Hart's Bakery. Because of, it is very essential term to measure for marketing of product and
services of firm. So that, company utilised different methods for targeting sales for achieving
goals and objectives of business (Brown, 2016). With the help of it, firm easily increasing sales
and profits of business. Therefore, company needs to control quality of product and services for
measure sales target for expanding the business.
Market Share: If company has good market share as compared to their competitors, so
that they expand their business across the world. With the help of it, firm easily measures the
way of marketing of product and services for increasing sales and profits of business (Bagozzi,
and et.al., 2018). If Hart's Bakery has good market share, so that they increase sales and generate
revenue of firm. Thus, company needs to effective sales target for increasing market share.
Profitability: If company has good profits as compared to their competitors. So that, they
spend money for marketing and promoting of product and services in new market (Brown,
2016). In this context, Hart's Bakery has good profits that help in expanding their business in
USA. With the help of it, firm spends huge money for targeting consumers and increasing sales
of business.
Return on Investment: It is also necessary to have effective return on investment of
firm. In this context, Hart's Bakery easily marketing and promoting their product and services in
the new market. With the help of it, firm easily expand their business in the USA. Through this,
firm easily measures way of marketing in the new nation.
Therefore, Hart’s Bakery easily assesses and measures all the ways for success of
marketing and promoting their product or services in new marketplace (Shaw, 2016). With the
help of it, firm increasing sales and earning profit. These way helps in increasing productivity
and efficiency of firm across worldwide. Through it, firm easily expanding their business across
worldwide.
8

CONCLUSION
This report has summarised that adaptation and standardization of different marketing
mix elements such as product, price, place and promotion. It can be concluded that Customer
Based Brand Equity Model (CBBE) that includes Salience, Imagery, Reaction and Resonance in
relation to increasing customer satisfaction for the firm. It can be discussed that Concept of
integrated Marketing Communication and different methods such as marketing mix, target
markets and situational analysis. Furthermore, report has completed that different ways of
measurement of success of marketing such as sales target, return of investment, profits and
market share that helps in expanding their business by Hart’s Bakery in USA.
9

REFERENCES
Books and Journals
Bagozzi, R. P. and et.al., 2018. Marketing-Management. Walter de Gruyter GmbH & Co KG.
Baker, M. J., 2014. Marketing strategy and management. Macmillan International Higher
Education.
Brown, S., 2016. Postmodern marketing: dead and buried or alive and kicking?. In The
Marketing Book (pp. 43-58). Routledge.
Christopher, M., 2016. Logistics & supply chain management. Pearson UK.
Hakansson, H., 2015. Industrial Technological Development (Routledge Revivals): A Network
Approach. Routledge.
Sargeant, A. and MACQUILLIN, I., 2016. Marketing for nonprofit organisations. In The
Marketing Book (pp. 555-576). Routledge.
Shaw, S., 2016. Airline marketing and management. Routledge.
Stark, J., 2015. Product lifecycle management. In Product Lifecycle Management (Volume
1) (pp. 1-29). Springer, Cham.
Online
CBBE: Customer-Based Brand Equity Model. 2018. [ONLINE]. Available through. :
<https://brandandbutter.wordpress.com/2010/01/26/cbbe-model-how-to-build-a-strong-
brand/>.
10