Principles and Practices of Marketing

This presentation covers the principles and practices of marketing, with a focus on Under Armour's financial analysis and the impact of the pandemic on the market business. It also includes a situation analysis of Cuba, marketing objectives, communication strategies, and tactics.

Principles and practices of
marketing

Table of Contents
 Introduction
 Company financial analysis
 Internal Analysis of the company
 Impact of the pandemic on Market business
 Situation analysis
 Marketing objectives
 Marketing communication Strategies
 Marketing communication tactics
 Conclusion

Introduction
 The action of promoting,
advertising, selling products
and services is known as
marketing.
 Under armour is a UK based
sports equipment organization
that manufactures footwear,
sports and casual appear.

Company financial analysis
 Under armour company started in British market since 2010 and
keep achieving market value across the country company
growing financially it reports company has worth around €8M.
 Sales rate of Under company increases by 20% per year.
 Growth rate of Under Armour increased by 2% per month.

Internal analysis of the company and its 3 years
statistically sales record
 It is a sports equipment
company its main products are
running shoes, sleep wear,
sports wear.
 Before pandemic sale
performance of company was
very good they earned more
revenues in the year 2018-19
but due to pandemic they lost
their revenues in large amount.

Impact of the pandemic on Market business
 Amidst of covid 19 impact
many companies to shut down
their doors because of this
companies keep losses their
revenues.
 In cuba there is a drastic
impact of covid 19 many
people died here.

Situation analysis
Pestle analysis on Cuba country
Political factor
 Political factor focus the role of government
in shaping the business.
Economic factor
 Economic factor focus on economic
condition of organization or country.

Continuation…
Social factor
 Social factor involves demographic factor like
population size, customs, culture and behaviour of
the country's people.
Technological factor
 Technological factor focus on innovation in products
using various science technology.
 Armour company can assess the internet
penetration in the country.

Continuation…
Environmental factor
 Environmental factor involves physical
condition that is temperature, work
behaviour of people etc.
Legal factor
 Legal factor focus on all the legal matter
as employment law, health and safety
regulation etc.

GDP of Cuba country
 Cuba is large economy dominated by state run enterprise.
 Its GDP rank is 62 by the record of 2018 and country has upper middle income
economy.
Consumer behaviour towards foreign company goods.
 Consumer behaviour has changed since their pre revolutionary period. Cubans are
accepting the foreign goods.
Current trend of foreign goods in Cuba
 Cuba country opens their door for foreign countries to trade there.

Marketing objectives
 To increase the sale revenue 30%
by the next year.
 Decrease the monthly churn to
<3%.
 Lower the average customer
acquisition cost by 10%.

Marketing communication Strategies
Porters generic strategies to fulfil the
business goal
 It describes how company follow the
competitive advantage in their chosen
market field.
Cost leadership strategy
 Cost leadership generic strategy tells about
the deduction of the cost invest on the
product made by the companies.

Continuation…
Market entry mode strategy
 It is the plan of delivering products and goods
into new market.
Pricing and positioning strategy
 Pricing strategy allows businesses to use price
to remain in their competitive environment.
 Organization uses position to develop an
image of their product in the mind of their
target audience.
Market entry
mode
strategy
Pricing and
positioning
strategy

Continuation…
B2B strategy
 B2B strategy is any organisation that sells their
product to other organisation.
 B2B marketing strategies are expanding that
implies the professional servicers buyers to
switch with B2B strategy.
B2B
strategy

Marketing communication tactics
Product life cycle model
 It is the management tool that defines
the behaviour of product from its
development to its marketing.
Product introduction
 For armour company initially the
market and sales growth are small as
they are not native company to
Cubans.

Continuation…
Product growth
 After launching the first product in Cuban market, armour company will try to
build their brand in the market.
Product maturity
 Maturity is the peak of product life cycle. In this product reaches its maximum
sales potential.

Continuation…
Product decline
 In this stage company begins to lose customers.
 As armour company is new in the market they have to plan to ace the
market.
Price elastic and price penetration
 Price elasticity measures the economic indicator that indicate increase in
product quantity related to change in product's price.

CONCLUSION
 Above report concluded that market of Cuba satisfied all the needs of foreign
investors.
 It will provide better future opportunities to the armour company.
 Country satisfied macro environment that helped foreign company to
harmonized with local residents.

References
Ameer, R. and Othman, R., 2021. The Impact of Working Capital
Management on Financial Performance of Cost Leadership and
Differentiation Strategy Firms in Different Business Cycles: Evidence from
New Zealand. Journal of Asia-Pacific Business. 22(1). pp.39-57.
Anees-ur-Rehman, M. and et.al . How brand-oriented strategy affects the
financial performance of B2B SMEs. Journal of Business & Industrial
Marketing.