Marketing Strategy Analysis of Ariel

Running head: MARKETING STRATEGY ANALYSIS OF ARIEL
MARKETING STRATEGY ANALYSIS OF ARIEL
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MARKETING STRATEGY ANALYSIS OF ARIEL
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Executive Summary
The report is based on the analysis of an organization that operates in the detergent market of
the United Kingdom. The situational analysis of Ariel is based on the implementation of
SWOT framework and PESTEL analysis tool. The competitive advantage that has been
developed by Ariel in the market is also an important part of the analysis that is made in the
report. The marketing strategy currently used by the firm has been discussed and
recommendations are also provided about the strategies that the firm can implement for its
future operations in the market. The future marketing mix of the firm has also been analysed
in the report in detail.

MARKETING STRATEGY ANALYSIS OF ARIEL
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Table of Contents
Part 1..............................................................................................................................3
Introduction................................................................................................................3
Situational analysis.....................................................................................................3
PESTLE analysis....................................................................................................3
SWOT analysis.......................................................................................................5
Competitive advantage – USP...................................................................................6
Evaluation of the current marketing strategy.............................................................7
Part 2..............................................................................................................................8
Segmentation, Targeting and Positioning (STP)........................................................8
Recommended objectives and goals (SMART).......................................................10
Recommended marketing strategies based on marketing mix.................................10
Conclusion................................................................................................................12
Bibliography with references...................................................................................13

MARKETING STRATEGY ANALYSIS OF ARIEL
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Part 1
Introduction
The report will be based on the detailed analysis of a firm that mainly conducts
marketing based operations of detergent related products. The firm that has been selected for
this report is Ariel. The report has been thereby divided into two major parts. First part will
be based on the marketing audit, competitive advantage, marketing strategy and position that
has been formed by the company in the market. Second part of this report will be based on
the segmentation, targeting and positioning of the organization and the marketing mix that
can be developed as well. The goals will be based on increasing the profits, brand awareness
and market share of Ariel.
Ariel has been able to gain the topmost position based on the quality of detergent
products that are offered by the firm. The company was established in the year 1967 and
Ariel had been able to maintain its growth effectively in the 1980s and the 1990s. In the year
1992, Ariel had made an innovation based on the development of a detergent that is bleach
free in nature. In the year 2001, the company launched another product named liquitabs that
had the ability to provide unbeatable levels of results (Ariel.co.uk 2019).
Situational analysis
PESTLE analysis
Political factors – The parliament system is applied in the United Kingdom and the
government is able to provide major levels of opportunities to maintain its operations in the
country. The political condition of UK has both positive and negative effects on the
organizations that aim at entering the country. The consumers in UK are influenced by
regulations that are implemented in the country and the activeness of the government has a
positive impact on the organizational operations (Aghdaie and Alimardani 2015). The