(PDF) Marketing strategy executive summary | assignment

MARKETING
STRATEGY

EXECUTIVE SUMMARY
Marketing strategy refers to formulating a plan to serve all the short and the long-term
marketing objectives of a company. This includes all the ways companies undertake to
effectively market their products to the customers. This strategy help the firms to gain an edge in
the market and make them potential enough to be a market leader.
The current project undertakes a detailed analysis of the marketing strategy of Ariel
Company, which is a leading firm in production and supplying detergents. A detailed analysis
has been made on the internal as well as external environment of the company. Emphasis has
also been given to the company's competitive advantage over its enemies. The current marketing
strategy of Ariel has been thoroughly analysed and critical evaluation has been made in regards
of these strategies. At last, recommendations have been made regarding the STP (segmentation,
targeting and positioning) of the firm and new marketing strategies have been suggested
considering the marketing mix of the firm.
The mission of this report is to develop an effective marketing strategy that helps Ariel to
position itself again on the top of the market chain.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Situational analysis of Ariel:.................................................................................................1
P2. Competitive Advantages of Ariel over other competitive firms:..........................................3
P3. Evaluation of Ariel's current marketing strategy:.................................................................4
TASK 2............................................................................................................................................5
P4. Segmentation, Targeting & Positioning of Ariel:.................................................................5
P5. SMART Objective of Ariel:..................................................................................................7
P6. Marketing Strategies of Ariel based on its marketing mix:..................................................7
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11