Marketing Strategy for Organization

This article discusses the evaluation and critical discussions of internationalisation theories and market entry issues, as well as the application of relevant theories and concepts to the marketing mix. It focuses on Polsteam, a cargo ship company based in Poland, and provides insights into their marketing strategies.

Marketing Strategy for
organization

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Evaluation and Critical Discussions of the internationalisation theories and the market entry
issues...........................................................................................................................................3
Application of the relevant theories and concepts to the relevant marketing mix......................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Marketing strategy depicts the significant business perspective in terms of reaching for
the prominent perspective of customers and also tends to contain the prominent products of an
organisation undertaking the value proposition, data, brand messaging and targeted
demographics (Moorman and Day, 2016). This strategy tends to undertake prominent marketing
plan which is the suitable document and depict effective marketing activities considering various
marketing activities. To carry forward this report, Polsteam is considered which is a cargo ship
company based in Poland and also a state owned enterprise with approximately 3,000 employees
that currently expand from Poland to UK. The report tends to cover discussion about
internationalisation theories and market entry issues and also apply prominent theories and
concept for the relevant marketing mix.
MAIN BODY
Evaluation and Critical Discussions of the internationalisation theories and the market entry
issues
Internationalisation is the process which is helpful in enhancing the effective involvement
of company within the international markets. In terms of this, Uppsala internationalisation model
is considered which depict the interdependence of market knowledge and effective marketing
commitment that leads to develop suitable positive correlation among the market knowledge and
significant decisions by focusing on the sequential development of market activities. Along with
this, it tends to enhance the effective market knowledge in terms of increasing the commitment
for market. In relation with Polsteam, this theory is effective as company tends to select their
market in terms of taking effective entry considering the low market commitment. Along with
this, Polsteam tends to consider various factors like diversification, internationalisation and
market commitment. Besides this, it tends to have prominent drawbacks by considering the
suitable internationalisation procedure.
Market entry issues: Capital cost: It is one of common barrier regarding the entry for new player considering
the cost in terms of taking entry in market. It depict the significant equipments in terms of
making their product and also tends to develop prominent cost considering the raw
materials (Koo, Kim and Kim, 2016). Therefore, in terms of effective expansion it is

important for company to have prominent funds and capital investment which is useful
considering their overall development in new market area as huge investment for
effective market research that leads to eliminate opportunities for the company.
 Monopolization of resources: For the suitable expansion company need effective
resources as the single producer in terms of having significantly dominated towards the
prominent production of products by ensuring the effective monopolization. Therefore, in
relation with Polsteam it leads to offer suitable priority and effective access to the
products which are developed by company by having suitable patent and copyright.
Application of the relevant theories and concepts to the relevant marketing mix
Marketing mix is the effective business plan which is helpful in terms of identifying
prominent business activities by considering effective factors including business functions. For
this, few of the essential factors are mentioned as underneath: Product: As per this factor, company tends to represent its products considering
marketing strategies which is useful for company in terms of deciding the prominent
business functions within the stipulated period of time (Cacciolatti and Lee, 2016). For
this, Polsteam deals in cargo shipping like bulk carriers in terms of transporting various
commodities which is helpful in effective expansion. Price: In regard of this, company tends to offer essential services by transporting it to
their potential customers (Dayan, Heisig and Matos, 2017). Along with this, Polsteam
tends to offer their services at the premium pricing strategy which is helpful in terms of
enjoying essential services and the safe transportation of essential products and services. Place: As per this factor, Polsteam tends to offer their services through ships including
import and export which is helpful in terms of having essential products on time. This
factor leads to develop effective habit by reviewing and reflecting for the essential
location in terms of meeting with the salesperson. Promotion: As per this factor, Polsteam leads to promote their services with the help of
various advertisement and promotional techniques including magazines, newspaper,
radio, TV and so on (Papadas, Avlonitis and Carrigan, 2017). In regard of this, Polsteam
tends to opt social media which is useful in terms of increasing their overall sales and
also helps in their expansion in UK considering effective cost for promotion.

 People: In relation with this factor, it undertake the manpower and staff members of
company who leads to deal with the potential customers of company considering their
essential requirements. The employees of Polsteam tends to politely deal with their
customers and offer them effective customer services which helps in retaining them for
longer period of time. Process: Considering this factor, it is helpful in terms of transporting products to their
potential customers. For this, it depict the effective procedure which is helpful in terms of
providing essential services to their customers by retaining them for long time and also
helps in having effective survival at the new market.
 Physical evidence: In this factor, company need to make their physical presence in terms
of having effective communication which is helpful to improve effective customer
service considering the essential factors. In regard of Polsteam, they must develop their
outlet or store in terms of attracting customers towards them.
CONCLUSION
By considering the above discussion, it is identified that marketing is the effective
strategy which is helpful for an organisation in terms of promoting their products and services
that leads to increase sales and revenues of an organisation. Along with this, for proper
marketing, effective strategies are required which are useful making effective image and
reputation of company in market.

REFERENCES
Books and Journals
Cacciolatti, L. and Lee, S.H., 2016. Revisiting the relationship between marketing capabilities
and firm performance: The moderating role of market orientation, marketing strategy
and organisational power. Journal of Business Research, 69(12), pp.5597-5610.
Dayan, R., Heisig, P. and Matos, F., 2017. Knowledge management as a factor for the
formulation and implementation of organization strategy. Journal of Knowledge
Management.
Koo, K.R., Kim, S.J. and Kim, K.H., 2016. The effects of internal marketing capability on export
marketing strategy, B2B marketing mix and export performance. Journal of Global
Scholars of Marketing Science, 26(1), pp.51-65.
Moorman, C. and Day, G.S., 2016. Organizing for marketing excellence. Journal of
Marketing, 80(6), pp.6-35.
Papadas, K.K., Avlonitis, G.J. and Carrigan, M., 2017. Green marketing orientation:
Conceptualization, scale development and validation. Journal of Business Research, 80,
pp.236-246.