Marketing strategy Assignment | Ariel
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Added on 2021-02-21
Marketing strategy Assignment | Ariel
Added on 2021-02-21
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Marketing Strategy
Table of ContentsINTRODUCTION...........................................................................................................................1PART 1............................................................................................................................................1Marketing audit...........................................................................................................................1Competitive advantage (USP).....................................................................................................4Evaluation of current marketing strategy....................................................................................6PART 2............................................................................................................................................7Segmentation, targeting and positioning (STP)..........................................................................7Recommend SMART objectives and goals................................................................................8Suggest marketing strategy based on application of marketing mix...........................................8CONCLUSION..............................................................................................................................11REFERENCES..............................................................................................................................13.......................................................................................................................................................14
INTRODUCTIONMarketing strategy is long term forward-looking concept to planning with the objectiveof accomplishing sustainable competitive edge. Marketing strategy of the organizationincorporates value proposition, leading marketing information, target consumers and other highlevel element (Adi, 2015). This study is based on Ariel. It is the marketing line of laundrywashing powder which is made by Proctor & Gamble. Report will explain the marketing audit hincludes SWOT and PESTLE analysis of the organization. It will evaluate competitive edge inrelation competitive performance. Furthermore, assignment will analysis target segment and setthe clear marketing objectives to raise brand awareness and profits of the business. PART 1Marketing auditMarketing audit means to the encompassing, organized, investigate and explain ofsurrounding in which company want to market of their products and services in both internal andexternal manner. Through this, company determine principles and strategies to check the fieldsof issues and chances for accomplishing the objectives' ad goals of Ariel. It is the necessary tosuggest process to increase marketing performance of organization (Becherer and Helms, 2016).It is also called as the situational analysis which is the technique of gathering informationrelating to consumers, abilities and business environment. Internal Environment (SWOT):Strength:Ariel is leading brand in washing powder segment in the world. Also, it is the qualitywashing powder that can remove the hard-bitten stains. These are strengths of brand or firm. Inthis context, company make efforts in invention in the marketing that has made powerful base inmind of consumers (Blakeman, 2018). Also, company has introduced 1st fragrances inmarketplace.This can aid to increase sales and profitability of Ariel as well as new productdevelopment in the marketplace. Weakness:There are many powerful rivals such as Surf Excel, Henkel and Nirma Ltd. by whichAriel has highly influenced in relation to sales, profits, market share and performance within themarketplace. Also, there are many products available at lower prices in the marketplace. It is also1
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