Marketing Plan for JLL: Strategy and Global Competitive Environment

This report discusses the marketing plan for JLL, including traditional media mix, marketing budget, and monitoring and controlling measures. It also covers internal analysis, strategic capabilities, and competitor analysis.

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Strategy and global competitive environment
Executive summary
This report consists of detail discussion about JLL that is Jones Lang LaSalle was
build up with the merger of Jones Lang Wotton. This firm was founded in 1783 and initially
it was a British firm then in 1872 it got transformed to Jones Lang & Company. The company
had more than 80,000 employees at that time in which some were professionals and others
were staff. The company was expanded all over it covered 80 countries with approximately
300 offices (Santoso, Yulianeu and Fathoni, 2018). This report consists of marketing plan
that is undertaken by the company, the marketing budget that could be used and then
monitoring and controlling measures are identified. The global revenue in year 2017 was 7.9
billion dollars and also covered an area of about 4.6 billion square feet. The firm is mostly
known by people due to its human resources and the leadership skills. With the help of
human resource and leadership style, company delivered all the projects on time effectively.
This in turn improved the overall efficiency of the organization (Santoso, Yulianeu and
Fathoni, 2018). The target audience of the company included people from other countries that
is migrants along with localities or the people who were currently looking for a good property
or estate. The goodwill of the company was uplifted in the market because it provided the
services that the customers were demanding of. This report consists of detail study of all the
services of the company.

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Strategy and global competitive environment
Table of Contents
Executive summary...............................................................................................................................1
Table of Contents..................................................................................................................................2
Introduction...........................................................................................................................................3
Marketing plan..................................................................................................................................3
Traditional media mix........................................................................................................................7
Marketing budget..............................................................................................................................9
Monitoring and controlling..............................................................................................................10
Strategic capabilities............................................................................................................................13
Conclusion...........................................................................................................................................14
Recommendation................................................................................................................................15
References...........................................................................................................................................16
Bibliography.........................................................................................................................................19
Appendices..........................................................................................................................................22

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Strategy and global competitive environment
Introduction
Internal analysis is exploration of company’s competencies, cost position and making
visibility of the company in the market. The internal analysis helps the company to measure
the useful information that can be done by performing the swot analyses of the company. The
information captured using internal analysis helps in developing the sustainable and strategic
plans for better growth of the business. The level of strength and competencies are
determined using internal analysis. The weakness is also figured, like where the organisation
is lacking. Thus, new technology needs to be adopted so that improvement and objective cudl
be met.
With the help of internal analysis marketing plan for the company was developed
easily. Internal analyses help the firm to achieve the goal and objective by focusing on the
sustainable growth and development (Pucciarelli and Kaplan, 2016). The last section of this
report covers VRIO analyses with the motive of determining the capabilities and objective to
gain advantage in the competition world. The internal analyses helped in gaining overall
success of the firm. Apart from this the competitors the company in the market are identified
and a value chain analyses is undertaken (Pucciarelli and Kaplan, 2016). The understanding
of all these theories helped the managers to gain competitive advantage and make a good
place in the targey market by capturing more audience.
Marketing plan
It is a set of strategies that focuses on gaining market by promoting the services. It is
an important subdivision of the whole organisational plan. The lists of actions plans are
prepared so that promotion of services and products could be done effectively so that larder
target audience could be captured (Murshid, et. al, 2016). The marketing plan for JLL has
been discussed below.
Increasing the target customers helps in generating greater demands that helps in
improving overall growth. The key part of marketing plan is analysing the market by
researching about all the competitors. Then advertisement and promotions plans are finalised
according to the budgets (Toivonen and Viitanen, 2015). The marketing plan is very
important as it helps in capturing audience to achieve the desired outcome. For expanding the

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Strategy and global competitive environment
business company should also look upon the external factors. Thus marketing plan is
developed after having a complete analysis of internal and external factors (Toivonen and
Viitanen, 2015). It has been suggested to the business, that they should execute its operations
on the basis of below discussed marketing plan:
 Market Research- The first important step is research. In case of JLL, there are high
requirements in the market about properties and estates. It is important for JLL to first
research the market on the behalf of various activities. Market research helps in
knowing about demand of the audience so that appropriate plans could be used. It
helps in gathering information, facts and figures (Wood, et. al, 2018).The preferences
of customers are figured out so that elements are deployed accordingly. If considering
the case f JLL, they are offering various services to customers regarding real estates
and properties. Thus it is important to first analyse the customers demand and then
offering them the properties as per their demand (Rogers, 2017). Thus designing the
strategies after knowing the needs will help organisation to enhance their efficiency
and then providing them services as per the preferences.
To analyse and know the market, SWOT analysis and PESTEL analysis is done by the
company. Here, are some of the strengths and weaknesses that has been analysed.
Strengths
 The company has consistent and stable suppliers (Fern fort university, 2017). That
also helps in making loyal customers.
 The firm has highly skilled and talented staff (Fern fort university, 2017).
 The cash flow is easy and simple in the company.
Weaknesses
 High erosion rate in the workforce.
 There is high and intense competition in the global market (Fern fort
university, 2017).
 Competitive market- After analysing the demand in the market it is important to find
the market position of the company. This step helps the company to identify its
current position and know about the competitor companies, who are beating them in
the market. Thus to gain competitive advantage they design plans and policies to
come up in the market (Masalskyte, et. al , 2014). Adopting effective measures help

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Strategy and global competitive environment
the company to compete the competitors and gain competitive advantage. It will help
the company to make entirely different image in the market. If considering the case of
JLL, the closest competitors are CBRE group. They bet JLL in every way, apart from
that there are several other competitors of JLL like Colliers International, Cushman &
Wakefield and Newmark Grubb Knight Frank (Masalskyte, et. al , 2014). From the
past experiences it is suggested that to gain competitive advantage in the market or to
make a good position in the market, the company should pay attention on the training
and development sector. Some amount of funds is spent on training of the employees
and also funds are used for hiring more talented and skills employees. The training
session will be beneficial for the company as it will increase the overall efficiency of
the company. The development of employee’s skills will help them to improve overall
performance. To gain competitive benefits in the market company can work on
advanced technology or using new tools and techniques (Pucciarelli and Kaplan,
2016). This helps the company to enhance their sell as more customers would be
attracted towards their services. To offer hi-tech and lavish services advanced
technology is used that help the organisation to offer flexibility to the clients
(Masalskyte, et. al , 2014). Also offering training will be beneficial for the company
as it helps in retaining the old employees and making new employees comfortable.
Thus to sustain in the competitive market it is important that organisations work on
unique services by offering different services to the competitors. This will help the
organisation to make an effective image in the market and bet the competitors.
 Marketing techniques- The next step after finding the competitors is to develop a
marketing strategy. This covers advertisement techniques along with promotional
strategies to gather more audience and customers (Mohamad, 2017). In case of JLL
selling of properties and estates mostly requires advertisement and promotion so that
goals and objectives could be attained. It is recommended that company should use
promotional strategies like direct marketing, social media marketing, website
advertisement, trade shows or email marketing (LaSalle, 2016). Theses marketing and
promotion strategies are useful as they spread awareness and vacancy about the estate
and properties. It is not only important to spread awareness but it is necessary to that
all the goals and objectives are met by promoting products and services to wider
audience.
 Marketing objective- The objectives and goals are set by the management team of an
organisation with the specific time limit. Thus it is important to set up the gaols and

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Strategy and global competitive environment
accomplish them in a definite time period. The marketing objective can be achieved
using proper advertisement and promotion tactics. Effective marketing strategies are
implemented in the organisation so that products and services are promoted among
the audience (LaSalle, 2016). This helps in increasing sale and also contributes in
overall performance of the company. Thus it can be clearly stated that marketing
objective is all about reaching to target audience and making them aware with all the
relevant information. It is also used to generate the demand of the products and
services introduced by the organization in the target market (Zaitseva, et. al, 2017).
 SMART: Marketing goal- After setting up the goals and objectives that are needed
by an organisation, it is important that it is evaluated by using SMART criteria. The
objectives are evaluated on the basis SMART framework. It helps the organisation to
achieve their goals easily and effectively (Khan, 2014). It helps in testing all the goals
and objectives and then deciding that they are achievable or not, specific, measurable,
time specific and realistic. After identifying the goals they are tested by using
SMART framework.
 Specific: This stated that the goals and objectives that are set for the organisation
should be specific as well as précised. They should carry a clear meaning and it
should not be confusing (Khan, 2014). The goals should be set in such a manner
that organisational efficiency is improved and all the resources are used
effectively. The goals should be set according to the demand and requirements.
 Measurable- The term measurable is used to check that the goals have a meaning
and could be analysed, measured and evaluated easily. Considering the case JLL,
it is important for it to analyse the objectives and work on the benchmarks that are
decided by top managers (Haines, 2016). The objectives and goals that are set are
compared with the benchmarks to check that standards are met. It is helpful in
deciding that new products and services should be introduced in the market or not.
 Attainable- The goals and objectives that are set by the managers in an
organisation is important to achieve in a defined time period. The goals that are
decided should be attainable and no unrealistic objectives should be set as it
decreases the productivity and efficiency of the firm (Fan, Lau and Zhao, 2015).
The goals that are planned should be such that it supports the efficiency of the
company. Apart from that strengths and weakness of the goals are analysed and
attained.

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Strategy and global competitive environment
 Realistic- It is basically used to check the performance of an organisation. The
overall performance, goals and objective are developed to increase the growth of
an organisation (Fan, Lau and Zhao, 2015). Apart from this, it is also essential for
the business to build an effective brand image in the target market so that the
competitive advantage could be improved.
 Time-specific- It is not only important to meet up the gaols ad objectives that are
set by the managers. Additionally, it is necessary to meet the goals and objectives
in a pre-defined time limit. Attaining the objective after defined time period would
be useless (Wolf and Floyd, 2017). Thus meeting the goals and objectives on time
improves the brand image of the company and also helps in capturing larger target
audience.
All the goals and objectives are listed for improving the performance of a firm. It is
necessary to introduce their services and products in the market. This helps in
capturing audience by using effective marketing strategies. In case of JLL, it is
recommended that they should make use of traditional as well as non-traditional
forms of marketing medium so that objectives are attained (Dibrell, Craig and
Neubaum, 2014). The general goal is to capture the audience and introduce them
about companies’ products and services. Along with this, business is also looking
forward to gain leading situation in the real estate industry, thus, it is essential to
provide unique, characteristic and effective marketing approaches through which
separate image could be developed in comparison to the competitors.
Traditional media mix
The traditional media mix covers newspaper, magazines, pamphlets, radio, television,
social media, etc. Every media has its own importance and are used to capture audience from
different sector or different age. To capture different customers segment it is necessary to
take active participation in promotional campaign. To capture larger number of audience
traditional media mix are used. Newspaper, magazines and board pamphlets are mostly used
to capture people between age group of 45-70 as they are not much active on social media
gadgets. Thus promotion of services for capturing the old age group newspapers is the best
medium (Dibrell, Craig and Neubaum, 2014). Apart from daily newspaper, radio, televisions
are also the source for gaining attention of the people. They convince the target customers

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Strategy and global competitive environment
towards the organisational policies and services by selecting a best marketing medium mix
for promotion (Hunt, 2014).
These medium help the organisation to gain and capture the audience effectively and easily.
These mediums are used to promote the organisational services so that customers get
attracted towards it and make the best use of it (Bryson, 2018). These medium highlights all
the strength and positive points, so that more number of audience are attracted towards it.
Traditional mediums will help the organization to highlight the exclusive features and
benefits which will be provided in addition to the properties (Yeung and Coe, 2015). Apart
from promotion and marketing, organisation also focuses on various renders services such as
investment in banking, management of all the available properties, hotel advisory, sustainable
services, energy and many others.
Customers mind can easily be enhanced with the support of marketing tactics that helps in
achieving desired goals and objectives. The reason behind the success of JLL is that, it is
engaged in rendering investment, consulting as well as managing the demand for the services
in the US market (Hartzell, Sun and Titman, 2014). This helps the organization to easily
develop a consistent image amongst the target audience along with the accomplishment of its
set goals. The 7ps of marketing that could be used by the modern company is:
Product- The product should be developed in such a way that customers in the market
actually buy it. The success of a business lies in finding the demand in the market and then
producing it.
Price- The price needs to be compatible so that customers can buy it. The product is only
worth it when price is fine enough. Price helps the company to stand out in the competitive
world.
Place- The place must be appropriate and convenient for the product and customers. The
place must be available at the right time and place.
Promotion- it is away in which communicates with the customers about their products and
services. It includes activities like branding, sales manager and special offers.
People- The reputation of the company is in the hand of people. Thus people should always
keep a positive attitude towards work.

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Strategy and global competitive environment
Process- It is used for giving a service or finding ways to keep customers happy. Processes
should be flexible that provides feasibility to customers.
Proof- all the risky factors need to be reduced by checking all the factors before selling the
services to customers.
Non-traditional media mix
These are known as digital marketing strategy and are one of the trending forms of
marketing technique. Social media, promotion through third part website, search engine
optimization, email marketing, sponsorship, etc. These are effective ways for promoting the
services and products. The scope and capacity to capture wider audience is more while using
non- traditional media mix (Hartzell, Sun and Titman, 2014). Apart from this both the media
mix are important as they both have their own importance and are used to achieve the desired
goals and objectives.
Marketing budget
Platforms No. Of Audience
covered
Occurrence/Continuity Budget
Newspaper 15.5 Million
People
Twice in a month
(Monday & Saturday)
$8600 Per day,
17200 in a month
and AUD 103,200
Social Media Marketing
(Facebook, Instagram,
Snapchat, Twitter,
YouTube)
Reach has to be
80%, 20 Million
People
Daily 4 Posts $300,000
Event
Marketing(Sponsorship
)
Reach has to be
50-60%
6 Events in 6 months $200,000
Billboard & Hoardings Reach has to be
50-60%
50 Hoarding around the
city
On actual
Digital Advertising
(Affiliate Marketing)
80% Reach Every day, ads posted
on different websites on
Commission basis,
1% of the sale

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Strategy and global competitive environment
the web value
Marketing objective
Some of the pre-defined goals and objectives that need to be accomplished by JLL are listed.
The ways these goals can be attained is by using marketing and promotional activities.
 The marketing plan of JLL states that sale should increase by 20% in initial months
itself.
 The marketing plan also states that customer based strategies should also increase by
25%.
 The marketing plan makes sure that all type of audience is covered. Some are covered
through social media platforms while others are connected by newspaper or magazine
s (Huang and Sarigöllü, 2014).
 The target market is captured so that all the needs of customers are fulfilled and
development leads to a reliable image in the market (Huang and Sarigöllü, 2014).
 The customer satisfaction is improved by using such marketing plans.
 It is used to bet the competitors by gaining advantage and making a brand image
(Huang and Sarigöllü, 2014).
Monitoring and controlling
This is last stage of marketing plan is monitoring and controlling that helps the
organisation to find out a good marketing strategies. All the steps of marketing plan are
used to enhance the effectiveness of the organisation. Apart from this it is also important
to figure out the challenges and issues faced by an organisation so that marketing plan
could be implemented. Monitoring all the goals on timely basis helps in achieving the
organisational objectives. After identifying all the goals and objectives plans are desired
so that goals and objectives could be attained.
Once the strategies are designed it is not necessary that they will always result in a
positive outcome. Thus evaluation techniques are used to find out that the strategies are
effective or not. The purpose of evaluating is to find out which strategies need to be
continued and the ineffective strategies need to be discontinued. The primary goal is to

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Strategy and global competitive environment
design a marketing plan so that goals are achieved. To maintain effective image of the
company among the audience so that marketing of product increases. Thus, it is important
to have a good brand image in the market (Fauzi, et. al, 2016). Thus, evaluation
techniques are effective enough in order to determine the occasions for competitive
acquisition so that appropriate aims could easily be accomplished.
Internal strategies used by JLL
For ever organisation it is important to design some internal strategies so that business
gets expanded to wider audience. In case of JLL internal resources and capabilities are
used to expand the business. With the help of internal growth strategies the core
competitors are found so that their strength and weaknesses could be figured out (Helm
and Gritsch, 2014). The current strategies and resources that are used by JLL are
identified and future modification is done by using VRIO framework. Value chain
analysis is beneficial for the company as it helps the company to expand all its operations
(Fauzi, et. al, 2016). The company can also grow by introducing new and innovative
product in the market and can also add up modification in the existing products to make it
more productivity. The customer satisfaction also increases by using marketing plan.
Competitors
The competitors plan an important role in the growth of the company. The core
competencies are a set of effective skills and actions that are taken by the company to offer
valuable service to customers. There are various attributes that help the company to stand out
from other competitors by gaining new opportunities so that overall image of the organisation
is increased. In terms of gaining competitive advantage four factors play a dominating role
(Dayan, Heisig and Matos, 2017). For long term growth sustainable advancement plays an
important role. In case of JLL, sustainable growth is achieved by enhancing customer based
services and leading the real estate market. The four factors that are used are value, rarity,
inimitability and organisational support. This is called as VRIO framework:
Value- It provides value to customers by meeting customers’ expectations and fulfilling
all the demand.
Rarity- JLL has some of the products and services which have rare capability in the
market that could help in competing with other brands in the market (Beckers, van and
Dewulf, 2015). This helps in adding extra features as compared to other competitors.

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Strategy and global competitive environment
Inimitability- There are some of the capabilities that are difficult to accomplish as they
might be costly or difficult to imitate. Thus JLL also adopted new techniques and tool so
that they can easily attain brad image in competitive market (Bahadir, Bharadwaj and
Srivastava, 2015). Competitors play an important role in capturing the market thus JLL
also adopted various techniques so that target customers can be gained.
Organizational support
 For maintaining long term growth of the company the organisational support is
must.
 For making the products and services visible to the target audience all the factors
that is value, rarity and inimitability of an organization is managed so that
performance and growth could be enhanced (Renigier, et. al, 2014). .
Valued Rare Costly
to imitate
Exploited by
the organization
Competitive implication
No Disadvantage
Yes No Competitive parity
Yes Yes No Temporary
competitive advantage
Yes Yes Yes No Unexploited
competitive advantage
Yes Yes Yes Yes Sustained
competitive advantage
Value chain analyses
It helps in finding out all the factors that are used to produce to products in the market.
The key role is to improve the performance and build a positive brand image and also
helps to gain competitive advantage in the market (Anthonisz and Perry, 2015). To gain
the competitive advantage human resources, technology and support activities are used to
attract more audience. Value chain analyses helps in meeting all the goals and reaching to
wider audience.

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Strategy and global competitive environment
Strategic capabilities
JLL has many competitors in the market, one such is CBRE group. Thus it is important to
bet the competitors this could be done by enhancing market share, revenues, sale and
profit margins. Strategic capabilities are those plans that are used for business’ ability to
be successfully and attain competitive advantage (LaSalle, 2014). This also helps the
organization to survive in the target market for long period of time by increasing its value
with the passing time.

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Strategy and global competitive environment
Conclusion
It can be concluded that for growth of the company all the external and internal strategies
need to be used so that goals can be achieved. The strengths, weakness and core
competitors of the company are identified which make it easy for the company to deal
with all the external market conditions. The main aim behind this report was to improve
the performance by gaining competitive advantage. Marketing plan along with promotion
strategies are discussed so that overall performance could be enhanced.

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Strategy and global competitive environment
Recommendation
It is recommended that, JLL should make marketing plan that is a comprehensive article or
blueprint that explains how business show grow their marketing and grow their businesses in coming
years. It is recommended that all the businesses activities and objectives should be completed in given
time period. The main factors of marketing plan include research, capturing audience and making a
competitive place in the market by analysing the budget. To make company stand uniquely in the
market, SWOT and PESTEL analysis are undertaken. The marketing plan helps the firm to expand
and flourish the business activities and operations globally.

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Strategy and global competitive environment
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Strategy and global competitive environment
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intelligence through the lens of marketing mix. Big Data Research, 2(1), pp.28-32.
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Haines, S. (2016). The systems thinking approach to strategic planning and management.
CRC Press.
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strategy elements in emerging business to business export-markets. International Business
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Appendices
The leadership style that is used by Jones Lang LaSalle is transactional,
transformational as well as charismatic. Theses styles helped the organisation to enhance the
overall performance of the company and maintain all the cross cultural relations with the
employees. The reason success of this organisation is team work and a strong leadership
quality that helped emloyees to maintain their team relations . The transactional leadership
framework works on identifying the performance of all the employees by supervising it then
designing appropriate plans so that a positive environment can be created in the company.
This could be attained by setting up goals by the mangers that support the employees to attain
all the objectives. The other leadership style that is transformational style it is carried out so
that employees easily cope up with the changes and the challenges that are faced in an
organisation. It helps the employee to tackle all the issues. The charismatic leadership
framework focuses on adapting to new technology and tools that are available so that overall
efficiency is improved and updated. It is important to make use of advanced techniques so
that overall efficiency could be increased and customer satisfaction is also attained.

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