Marketing, Resource, and Strategic Management in Practice: Report

This report provides a comprehensive analysis of marketing, resource management, and strategic planning within the context of Behpakhsh Co., a retail company operating in sectors such as defense, food, and construction. The report delves into the importance of planning strategies, analyzing profitable and non-profitable ventures, and discussing goals and objectives. It includes a detailed examination of stakeholder analysis using power grid structures, Porter's Five Forces, and Ansoff matrix to identify market competition, resources, and new product development opportunities, specifically the introduction of a new white cement product. The report also highlights the importance of ethical principles, CSR, and testing methodologies, both at the firm and user levels, to ensure product performance and maintain a strong company reputation. Overall, the report offers insights into maximizing profitability, maintaining social balance, and monitoring the effectiveness of implemented plans and strategies.

Marketing, Resource,Strategic
Management In Practice

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
Enclosed in ppt............................................................................................................................1
TASK 2 ...........................................................................................................................................1
1 Effective planning and development strategies........................................................................1
2 Tools and techniques to identify new products and services...................................................5
3 Strategies for market planing and campaign............................................................................8
REFERENCES..............................................................................................................................11

Illustration Index
Stakeholder analysis.........................................................................................................................7
Stakeholder analsis ..........................................................................................................................8
Porter Five Forces .........................................................................................................................11

INTRODUCTION
Business objective and strategies are essential part in order to achieve objective of
organisation. It helps to provides direction, it helps to achieve target. The process is implemented
by using top- down approach (Ambrosini and Jenkins, 2015). This report is in context with
Behpakhsh co.. It is a retail company, providing services in various sectors such as defence,
food, construction and so on. This report is based on the importance of plaining strategies,
analyse profitable and non-profitable. Along with this goals and objectives are also discussed in
this report. Along with this all the marketing, promotional tools and strategies are also discussed.
TASK 1
Enclosed in ppt
TASK 2
1 Effective planning and development strategies.
In order to analyse existing stockholders and communication structure of Behpakhsh co.
in order to implement planning and development strategies various tools are availability.
Following is the mapping of stakeholders:
In order to analyse the stakeholders consideration in an organisation a power grid
structure is considered (Kogan and et. al., 2017). In which columns and rows are considered in
order to range value between low, middle and high. In this process stakeholders are divided into
four categories on the basis of their priorities.
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(Source:Kolodziej, 2014)
In the above image stakeholders are distributed into four segments such as Meet the need,
Players, less important and last show considered. According to segmentation, the meed the need
are provided with higher power and least responsibilities in organisation (Kolodziej, 2014).
The analysis process of stakeholder are divided intro four stages such as purpose, usage, steps
and sources.
Purpose: This step is implemented in order to determine stakeholder in a specific projects or
activity. Through this potential of model can be identified on the basis of activities. It also helps
to evaluate necessity of investor in organisation (Kolodziej, 2014).
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Illustration 1: Stakeholder analysis

Usage: This step is considered at the initial stage of process. On the basis of analysis planning
and designing of process takes place.
Steps: For this process various steps are involved such as listing of investors. The listing takes
place by considering activities that are taking place. On the basis of list importance of investors
can be determined. Along with this it helps to identify interest to. In order to influence the
stakeholder, planning of process takes place. According to the planning, implementation of
process takes places. On the basis of above steps position of the stakeholder are following:
(Source: Kweon and et. al., 2014)
On the basis of plotted graph position of various stakeholder can be easily determined:
Stakeholder A: On the basis of matrix this investor is less effective, therefore its less important.
Stakeholder B: According to the given matrix, its less influencing and less important.
Stakeholder C: On the basis of matrix this investor is highly important and effective.
Stakeholder D: According to the above matrix stakeholder is less essential but ,very effective.
Sources: In order to meet requirement of clients investors can be also implemented into the
process. In order to analyse availability of barriers to the process can be determined by
implementing Porter's five force (Kweon and et. al., 2014).
Porter's Five forces: The analysis process takes place in five steps that are following:
Competition: It is one of the essential force in order to identify the market competition and
implement strategies to attract new clients. It can be implemented by using long-term or short-
term planning. In this process firms tries to reduce market pressure by implementing some
changes in process (Mitchell, 2013). For this process various informations are gathered such as
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Illustration 2: Stakeholder analysis

approx figure of competitors, cost of industries, growth and size, trust and loyalty. It helps to
identify the changes.
Supplier Power: It is considered as another essential in order to evaluate the number of
suppliers with their size, availability of resources and material and their alternative and cost of
material. It helps organisation in order to control production and development cost of products.
On the basis of that suppliers and producers are able to use alternative approach in order to
reduce cost.
Buyer power: In this step various informations are gathered about buyers. As they are
considered as the market controller. Such as number of buyers of particular product along with
size, sensitivity of pricing (Peppard and Ward, 2016). Customers have potential through which
they can directly affects the pricing of products. The increase or decrease of products depends on
them.
Threats of Substitution: Substitution of services and products refers to the ability through
which company can attracts clients. This helps to identify various levels of clients that helps
organisation in order to increase returns. This force numbers of substitution of any products are
considered that are available in market on the basis of their performance and preferences. Along
with this charging is also considered equally important.
Treats of new entry: This is one of the important factor, that is need to be analysed by
organisations. Through this they can evaluate various new products that can give competition in
future. In order to analyse various factors are considered such as brand value and popularity
among users, sales and marketing value of product and capital base (Samaha, Beck and
Palmatier, 2014). Along with this various other barriers are also considered that can affects the
growth of company.
In order to identity investors consideration, communication support and resources
availability, stakeholder analysis and Porter's Five forces analysis is implemented. On the basis
of that Behpakhsh co. is able to identify stakeholder that are highly effective and important for
company. Along with this porter five forces helps to identify resources availability and their
impact on market competition. On the basis of above analysis , stakeholder C and D are
considered as essential for the growth of company. As they are highly influencing and important
for the growth. On the basis of evaluation results Behpakhsh co. can implement strategies to
maximise profitability. Organise various motivational and training sessions to increase efficiency
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of clients (Seidl and Whittington, 2014). It also helps to maintain social balance of organisation
and maintain relationships with investor.
To monitor effectiveness and performance of plans and strategies that are implement by
Behpakhsh co. are following:
 All the policies and procedures are analysed before implementing. Planing should be
done effectively in order to meet objective of organisation.
 Aims and vision should be clearly communicated to the employees. along with
supervision should be done by implementing effective tools. Planing stage should cover
all the importance area.
 Implementation should be done step by step. All the questions like who, why, what,
where, when are answered under review stage of process management.
2 Tools and techniques to identify new products and services.
To introduce new product into market organisations implement various strategies. On the
basis of that various risks, opportunities and competition can be identified by firm (Stetler and et.
al., 2014). Behpakhsh co. implements ansoff matrix in order to evaluate impact of new products
on firm.
Ansoff matrix
in order to analyse impact of new product on market four strategies can be implemented
by this approach. Through this growth and risk can be easily determined. Following are analysis
of new product:
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(Source: Sudlow and et. al., 2015)
Behpakhsh co. is a retail company. They are launching new cement products as white
cement. In order to analyse risk on the basis of above matrix. Company is producing new product
into existing market. Therefore, risk factor become negligible. The new product is launched with
various qualities to attracts more clients. For this process company need to identify procedure in
order to extend market, market sector and geographical sector is also need to be identified. Firm
has already launched various products in development and construction sector. White cement is
one of the efficient product and preferred at high level. In order to develop new product
organisation has selected white cement (Sudlow and et. al., 2015). They are providing it with
new composition. Through this product they are trying to reduce consumption of water and also
reducing the setting and fixing time of white cement. They are launching it by implementing
various innovation and creativity. In order to attract clients and increase growth of organisation.
As they are providing services in the existing market, due to which sales of organisation does not
affected. It helps organisation in order to increase market shares and helps in order to expand
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Illustration 3: Porter Five Forces

market. In order to develop new product they are considering base of previous product. Currently
the organisation is small- medium scale organisation it helps to expand their business. All the
present products and services of companies are not implemented with advance services,
production of new products helps them in order to improve market value and reputation of
products.
After development of new product various testing techniques will be implemented in
order to analyse performance of products. Through this step organisation is able to identify the
efficiency of product. Along with this they will be able to implement necessary changes in order
to improve performance of product. The process of testing is conducted at two ends one at firms
level and another at users level (UniProt Consortium, 2014). In order to test product at
organisation end, testing process take place in laboratory. In this process chemical elements and
atomic structure. Along with this reaction and equilibrium of the process is analyse. The
generated result is compared with previous results.
On the basis of that organisation is able to implement changes in order to meet standards.
Another process is testing by users. For this process various local contractor and small
construction organisation are approached by them. In order to test and evaluate performance of
developed product, they will offer services at very low price or sample product. On the basis of
review gathered by them essential changes are implemented into the product in order to improve
their performance (Definition of marketing mix. 2017). Both testing techniques are equally
important for firm in order to improve performance of product. Through this organisation is able
to improve reputation of products. Along with this it helps to maximise profitability of services.
Along with this various other factors are also available that affects reputation of
company. In order to analyse impact of product Corporate Social Responsibility (CSR). CSR is
use to analyse responsibilities on the basis of various factors such as environmental and social.
In order to analyse impact of new product of Behpakhsh co. CSR is one of the effective
approach. In order to evaluate effective, various audits and research are organised. On the basis
of generated report verification of products done by company. In order to achieve this replaning
of the process takes place (Differentiate your business. 2017).
Ethical principle are also considered by organisation, through this values they are able to
implement rules and regulations into firm. According to the principle of ethical, business
organisations are provided with guidances in order to identify actions as right and wrong
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(Porter's Five Forces and IBISWorld industry report. 2017). Through implementing this they
can analyse action of employees in order to maintain culture of firm. It helps to implements
various standards into company such as transparency, compassion, unity, obligation and
honesty. These all the considered as important attributes in order to implement effective
processing. As Behpakhsh co. are introducing new product in order to attract more number of
clients, ethical principles are necessary to be implemented. Through this organisation is able to
maintain integrity, fairness and loyalty. By implementing code of ethics values of organisations
can be easily identified. Along with this it helps to maintain values and standards of organisation.
All the standards are developed and implemented by professionals and experienced staff of firm.
Along with this monitoring is also done in order to maintain performance. By implementing
ansoff's matrix and CRS into organisation, they are able to produce and launch new product
effectively. As their product belongs to the existing market. Therefore, chances of risks get
automatically get reduced. Along with this testing and analysis process helps to monitor
performance of products and services (Porter's Five Forces and IBISWorld industry report.
2017). It also enables organisations in order to implement changes according to the need.
3 Strategies for market planing and campaign.
Behpakhsh co. implements various factors to promote new product and service. This is
considered as an important process. In this both operational and management employees are
involved in order to make effective strategies. The process depends on geographical and
demographic factors of market segmentation. Through this firms are able to make strategies
effectively. It depends on various factors some of them are following:
Rationale: Tools and techniques that are required for proposing new products and services.
Aim: Implementation of effective promotional strategies and reduce risk and competition for
Behpakhsh co.
Objective: In order to achieve target, organisations need objectives. In this process goal is
distributed into small objective to achieve effective results. Behpakhsh co. also have various
strategies through which they can reach their objective. They usually give preferences to the
SMART objectives (Definition of marketing mix. 2017). Through this way they are able to
maintain competitive advantage and reputation in market. Along with this it also helps to
increase profitability of organisation. Following are some SMART objectives:
 Increase profitability by 20%.
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 Improve market value.
 Implement technologies.
 Increase outlets of organisation.
Actions strategies: In order to achieve objective, Behpakhsh co. implement strategies. Some of
them are following: Position of organisation: Through this process company is able to identify current
position considering certain parameters. Like financial, economical and social. In order to
analyse it various tools and approaches are available such as SWOT. Behpakhsh co. is
launching new product. For this positioning of organisation is an essential step. Objective and planing: Another important step of market planing process is plaining
objective for company. Through this process they are able to design or plain in order to
reach target. Before developing strategies various information are gathered by system
such as manufacturing details, distribution system and target. Through this way
organisation can improve plain and implement them effectively. Behpakhsh co.
implements plaining in order to achieve objective effectively (Differentiate your
business. 2017). Opportunities: The marketing strategies and plaining process depends on opportunities.
In order to achieve this long- term and short term strategies are implemented by
company. Through this way organisations tries to consider most promising opportunities
in order to maximise profitability.
 Target: Defining target is one of the essential step of implementing plaining and
strategies. It helps to categorise products according to marketing segments such as
geographical and demographical (Stetler and et. al., 2014). It also helps to meet demands
and needs of clients.
 Evaluation: In order to implement above plan for effectively reach the target. It helps the
organisations in order to identify estimation of process. In order to implement plaining
and strategies effectively budgets are also required by organisation. It also consists of
various responsibilities that directly influence budget of organisation.
Marketing Mix:
It helps to maintain combinations into on the basis of various parameters such as:
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