Propose a Marketing and Operations Strategy

Running head: PROPOSE A MARKETING AND OPERATIONS STRATEGY 1
Propose a Marketing and Operations Strategy
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PROPOSE A MARKETING AND OPERATIONS STRATEGY 2
A good marketing strategy aims to increase sales, increase market share, improve
customer loyalty, establish a company brand better and ensures that profitable customers are
retained by the business (Quester, Neal, Pettigrew, Grimmer, Davis, & Hawkins, 2016).
Therefore, for XYZ Company to succeed in implementing a successful strategy, they have to put
more emphasis on certain marketing plans that will ensure its success. In this proposal, we shall
take a look at the various aspects that should be considered if the company is to have a successful
strategy.
One of the plan to include is market segmentation which is an important technique of
marketing that helps the business reach a certain group of potential customers by using an
approach that will be appealing to them. XYZ Company needs to evaluate each segment so as to
ensure that they don’t waste time and resources on the segments that will not buy their products.
For it to succeed, marketing segments characteristics should match with the qualities of their
product and their ability to achieve sales performance objectives.
Also, for the strategy to be a success, XYZ Company should evaluate the potential of the
segment by analyzing the number of potential buyers in that segment, the number of customers
in need of the product being offered by the company as well as their income (Wedel &
Kamakura, 2012). The company should also evaluate the competitive situation in each segment
which is a factor in the success of the strategy where the company should evaluate whether the
competitors’ sales is below or above the market potential which informs the company of their
chances of succeeding in that specific segment. Lastly, the cost of marketing the products in a
segment should also be evaluated to determine its value where you have to analyze promotional
campaign cost against the expected sales. If the promotional costs are higher than the expected
sales, then the segment value is low.

PROPOSE A MARKETING AND OPERATIONS STRATEGY 3
The second item to consider in the strategy is the channels of distribution and logistics
where a good marketing strategy should interpret what the customer want which should be
combined with the empirical market data such as consumer preferences and numbers, the
location of the consumers so as to establish manufacturing starting point. On completion of
manufacturing, the products are to be moved to the consumer location expecting that the will be
satisfied. The product reaches the customers through a distribution channel that bridges the gap
that is between producers and the consumers and also plays an integral role in marketing concept
operation (Williams, 2014). In addition to these channels of marketing satisfying demand
through supplying products to the right location at the correct price and quantity, they should
also stimulate the demand by promoting retailers, wholesalers and manufactures activities.
Thirdly, assess the supply chain management which will assist the company in identifying
business process gaps that could be solved through technology solutions.
For the strategy to be a success, the level of coordination and collaboration between
different operations, like from forecasting to manufacturing, should be carefully evaluated so as
to order fulfillment, and to also determine the level of effectiveness of the current planning
operations of the company’s supply chain (Gil, Gangopadhyay, Zhou, Gordon, & Nayak, 2010).
The company’s information system should be evaluated as well to identify and fix gaps so as to
improve productivity. XYZ Company should then analyze past and current operations to develop
a detailed plan on how supply chain operations should be improved. The fourth item in our
strategy is figuring out what market research tools to use so as to ensure the company’s brand
long-term success. Market research helps the company in figuring out what makes the customers
tick which keeps the company ahead of the competitors as the market is in a state of change that
is constant. Market research to use should include the following; Open Strategy which will