(DOC) Marketing Management Report

GROUP MARKETING
MANAGEMENT
REPORT AND
PRESENTATION

EXECUTIVE SUMMARY
This report is a continuation of strategic marketing project, which described about the
feasibility of launching hybrid bike in the Romanian market. This report is a step further in
which ways and approaches through which successful market entry can be achieved are
mentioned. It is essential for a business to adapt various elements of marketing mix according to
the customers specifications so that a favourable image in the market could be formed.
CBBE model is used by company to achieve higher customer brand resonance which
ultimately support in developing its brand equity. This model put more emphases on improving
the value, belief and attitude of a customer toward company so that its results in higher brand
awareness.
For expanding its business and promoting their hybrid bicycle company can use various
promotional tools such as sale promotion, advertisement and social media platform for
developing its brand image.
The measurement of success will be carried out through utilising various tools such as
sales target, profitability and return on investment. It is recommended that HopeTech can use
sales promotion techniques in order to increase their sales and profitability of the company. This
will likewise use advertisement and social media platform to communicate its information to
large number of people in order to develop higher brand recognition at new marketplace.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................1
TASK...............................................................................................................................................1
Adaptation and standardisation of marketing mix..................................................................1
CBBE Model..........................................................................................................................4
Integrated communication mix and methods.........................................................................6
Measurement of success.........................................................................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Marketing refers to the process of creating and promoting goods or services to customers
and persuading them to make purchases in order to satisfy their needs and wants . This report
focuses on HopeTech Ltd which is the manufacturer of bicycle parts located in UK. Now, they
are planning to expand their business in Romanian market by launching its latest developed
Hybrid bike by way of merger (Armstrong and et. al., 2015). This report elaborates the use of
standardisation or adaptation strategy in its marketing mix. Further it explains the use of CBBE
model and IMC that help HopeTech in building positive brand image in the market.
TASK
Adaptation and standardisation of marketing mix
Marketing mix refers to the combination of various factors used by companies in order to
influence their existing as well as potential customers for purchasing its product or services. For
implementing international market expansion strategy it is very essential for HopeTech Ltd., to
involve strategic-level decision in its global branding process which are of two types:
 Standardisation:- It refers to the strategy under which company offer existing product
with same pricing strategy and same promotional efforts at new place because of
homogenisation of people's need and want (Standardisation vs Adaptation in
International Marketing, 2018). For example: Though coca-cola operates at global level
still company uses standardization in term of its brands, packaging, positioning and
distribution.
 Adaptation:- This strategy involve modification within the existing product by adding
new features in order to fulfil the need of customers in chosen market (Kraus, S. and et.
al., 2016). For example: Domino's uses adaptation method whenever it enters into new
market by updating its pizza topping as per the preferences of the target market.
Marketing mix consists of seven elements which are used to attract customers toward
company's products, which are explained below:
Product:- HopeTech Ltd., is an organisation based in UK, which manufactures the part of
bicycles such as breaks, hubs, headset, bottom breaks and lights. Now company want to expand
its business in Romania by using adaptation strategy. In which they offer advanced hybrid cycles
for the people who comes under the age group of 15-35 years. Company need to do adaptation in
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