Marketing Management: Customer Value, STP Approach, Marketing Objectives, Ansoff Matrix, Marketing Mix

This document provides insights into marketing management, focusing on customer value, STP approach, marketing objectives, Ansoff Matrix, and marketing mix. It discusses Adventa Berhad, a Malaysian healthcare company, and its strategies for business expansion and sales growth. The document also explores market segmentation, targeting, and positioning, as well as the 7 P's of marketing mix used by Adventa Berhad.

Marketing Management

Contents
Contents...........................................................................................................................................2
Introduction......................................................................................................................................3
Section 1...........................................................................................................................................3
Customer value hierarchy.......................................................................................................3
Customer value analysis.........................................................................................................4
Section 2...........................................................................................................................................5
STP Approach........................................................................................................................5
Section 3...........................................................................................................................................6
Marketing objectives..............................................................................................................6
Ansoff Matrix.........................................................................................................................7
Section 4...........................................................................................................................................8
Marketing Mix........................................................................................................................8
Conclusion.......................................................................................................................................9
Section 5.........................................................................................................................................10
References............................................................................................................................10

Introduction
Marketing management in an organisation refers to the management which majorly focuses
on practically applying techniques of market orientation and various methods in organisation
which will help a firm in managing its marketing resources as well as activities. The following
report is conducted on Adventa Berhad (Cavusgil, and et. al., 2014). It is a Malaysian holding
company which was founded in 2004. Company initially started from investing in glove making.
They then acquired Electron Beam and Lucenxia which helped them to get into healthcare
business. The following report consist of customer perceived value for the company. There is
description about customer behaviour and marketing objectives of company. Marketing mix plan
for the company to achieve marketing objectives are also mentioned in the report (Pike, 2015).
Section 1
Perceived value for customer refers to the evaluation of various advantages that a product
and service is bringing to a customer in meeting their expectations. In this the product or service
by the company is usually compare to its competitors. There are a number of models which can
be used to determine customer perceived value for Adventa Berhad. Two of such models are
mentioned below:
Customer value hierarchy
Customer value hierarchy is satisfying the needs of customers by making them to buy the
products or services (Cohen, 2015) It is necessary that a customer does not only value the
product on the basis of the price they have paid but also the result which they are obtaining from
the product. There are five levels in customer value hierarchy which are defined below:
 The first one is core benefit which refers to a very basic for which the product is
purchased by a customer. This refers to the basic functionality of product. Adventa
Berhad Provides its customers with healthcare products and supplies basic functions of
which is to provide health benefits to customer.
 Basic product is the very first outlet of the product and its physical appearance. Dealing
in healthcare services Adventa Berhad provides its customer with basic looking products
and major focus is paid on functionality rather than its outlook.
 The third level in this hierarchy is expected product in which very good features are
present in the product. It is necessary that the product is fulfilling the expectations of

consumers and the company is effectively meeting the expected product level. Adventa
Berhad make sure that the product is their manufacturing are well tested beforehand to
fulfil this need of customers.
 The fourth level is augmented products in which the features which are provided by
company in a product or exceeding the satisfaction of consumers. In this company is
required to come up with the products which can exceed customer expectation and give
them high level of satisfaction (Dioko, 2016). In order to do so some of the products of
Adventa Berhad are very beneficial for healthy living of their customers which enable
them to mediocre minted product needs.
 Potential product is the last level in which the concept of products is very futuristic than
the already existing product. Adventa Berhad is working on providing such features India
products in order to make sure that they are developing futuristic products which no other
competitor of theirs have thought about.
Customer value analysis
Another model which can be used by company is the customer value analysis
model in which there are a total of five steps which company have to go through in order
to build their customer value model (Duffett, 2017). Below mentioned are these five
steps for Adventa Berhad:
 The first step is to understand that what is actually deriving value for customers. In order
to do so Adventa Berhad make sure that they are taking surveys and watching actions and
reactions of their customers closely.
 The second step includes understanding value proposition of the customers. In order to
understand the value proposition of customer Adventa Berhad is using cost of products to
understand the value their creating for the customers. Basic understanding can be found
out through the time the customers are spending to buy the product or services provided
by Adventa Berhad.
 The third step is we are company needs to provide a win-win price to their product. In
order to do so Adventa Berhad make sure that they are pricing their products moderately
as compare to the value of consumers and the value of products provided by their
computers.

 The last step is to focus on investment of time and energy on the valuable customers. It is
necessary for Adventa Berhad to allocate their major resources such as resource and
development, sales force towards various customer segments who are actually interested
in their products and services.
Section 2
STP Approach
It is necessary for organisations to understand their market condition and potential customers
whom they might need to communicate the products and services to. In order to do so
segmentation, targeting and positioning is done by Adventa Berhad (Gillespie,and Riddle,
2015). It is a framework also known as market segmentation in which a company is dividing
market into various sectors based on different characteristics. This is affectively helping
companies to set up communication plan for potential customers. STP for Adventa Berhad is
mentioned below:
Segmentation: Being a healthcare company segmentation of Adventa Berhad is differentiated
and other companies. It is first measuring the characteristics and values which are required by
customers. Sustainability of products as a Les communication to this segment is also one of the
major factor based on which the segmentation is provided (Griffitts, 2016). The company first
looks into patient engagement in order to perform segmentation. They need to understand the
behaviour and attitude of patience and collect the clinical information to segment the customers.
Targeting: Targeting is the process which is followed by the process of segmentation. In order
to determine what are the markets and how the potential customers who have been segmented
into first part will be acquired by company. Targeting basically includes various methods of
marketing communication through which Adventa Berhad will effectively communicate their
products and services to their targeted customers. In order to do so Adventa Berhad is using
digital media marketing strategies along with various traditional styles of marketing. They are
effectively using print media, in forms of newspapers, magazines and so on in order to target the
customers they have segmented. The process of targeting is highly dependent upon the products
and services which are being offered. Being the products and services for healthcare sector
hospitals and clinics are best way for Adventa Berhad to target their customers.

Positioning: Positioning is the last step of STP process in which the consumers will ultimately
view the product and services based on comparing it with competitors in the market (Groucutt,
and Hopkins, 2015). It is necessary for company to gain competitive advantage in order to make
sure that their positioning their brand successful in the market. When taking Adventa Berhad
into consideration company is majorly focusing on developing new technologies of healthcare
and limiting its price so that they can provide the customers with affordable healthcare products.
They are also effectively participating into education sector and providing education to students
regarding healthcare services. This will help in building new leaders in healthcare services in
the coming future and position the brand into market successfully.
This is how adventurous targeting its customers and positioning its brand in the market. It is
necessary for them to understand consumer behaviour is so that they can target the consumer
and make sure to retain those consumers with them for a longer period of time. Consumer
loyalty is necessary for the company in order to sustain their business and achieve all their
business objective is in the long run (Hair Jr,and et. al., 2015).
Section 3
Marketing objectives
To expand their business beyond Malaysia
It is necessary for company to look beyond the domestic market and start serving
international markets in order to grow. They will require huge investment along with more
human resource to attain this objective. The company aims at starting to export their products
into international market rather than setting up their production in those market. However they
can choose to start their production houses in international marketing future.
To increase their sales by 15% in next six months
It is necessary for Adventa Berhad to make sure that they are effectively working on
increasing their sales (Hugos, 2018). In order to do so they are exporting their products and also
focusing on communication of the products and services to consumers. Spreading awareness
about the brand and providing various benefits to consumers via their products and services they
can easily achieve these goals in coming six months.

To invest 8% of their profit in research and development.
There is a lot of competition in healthcare sector in Malaysia. Also technological
advancement has made it difficult for companies with traditional methods to survive in
healthcare sector. Therefore, it is required by Adventa Berhad to make sure that they are
investing in research and development and bringing in new technologies India products and
services to serve the market and fulfil all the needs of consumers.
Ansoff Matrix
Ansoff Matrix is a model for strategic planning which is usually used by senior level
managers, marketers and executives in an organisation to devise a strategy which will be used by
them for their future growth (Kladou, and et. al., 2016). There are four types of strategies which
can be used by organisations in order to expand their business framework. Below mentioned are
these four strategies and ways in which Adventa Berhad can use it to fulfil their objectives.
Market penetration: Market penetration is a strategy which is used by organisations in order to
increase their customer base and sales in the market they are already dealing with the product
available. In order to do so it is required by companies to spend on promotion tools and reduce
their cost so that they can compete in market. When taking Adventa Berhad into consideration
the company is working on various ways to produce healthcare services and products at a lower
cost. In this way they can fulfil the requirements of their customers and acquire new customers in
market of Malaysia efficiently.
Product development: Product development is used by organisations in which they conduct
market research to bring in innovative products and services for new customer requirements
(Lane, 2015). With the dynamic and changing environment it is necessary for companies to bring
in changes in their product and services so that changing needs of customers can be met. It is an
efficient strategy which will help Adventa Berhad to make a strong base in Malaysia. With the
help of this strategy they can effectively use the funds available for research and development
and use products and services to fulfil technological advancement requirements.
Market development: Market development is another strategy used by companies when they
launched their products and services in a new market. They do not bring any changes in their
existing products and services but effectively perform research in new market in order to enter it.
The products and services provided by Adventa Berhad are fulfilling the needs of customers in

Malaysia. They can effectively use the services and products to fulfil the needs of customers in
different markets too. It will help them to understand the need of new market as well (Larson,
and Draper, 2015).
Diversification: Diversification is a strategy used by companies in which they go to new markets
with new products and services. This strategy requires market research and lots of human efforts.
Adventa Berhad can also use this strategy and change their services and products according to
the new market in which they are moving however it might require huge investment.
From all the above mentioned strategies market penetration and market development can be
effectively used by Adventa Berhad to fulfil all the objectives they have set up for their business
Section 4
Marketing Mix
Marketing mix is a tool which is used in businesses by marketers to define and determine
what are the brand offerings of the product or service. There are 7 P’s in marketing mix. The 7
P’s of Adventa Berhad or mentioned below:
Product: Adventa Berhad provides a number of products and services to its customer in order to
fulfil their needs and requirements. This include various equipment’s and medicines which are
providing healthcare services to consumers of the company (Malhotra, 2015).
Place: This refers to the location from where the company is working. Adventa Berhad is
successfully set up in Malaysia and distributes its products and services in the region fulfil the
requirement of its customers.
Price: The price strategy used by companies value based pricing. Being a company in healthcare
service it cannot provide products to its customer at a higher range. It is necessary that their
affordable so that customers from every class can easily utilize their products and services
(Muller, 2019).
Promotion: Social media marketing and digital marketing are the main promotional tools used
by Adventa Berhad to promote their products and services in the market. They also use some of
the traditional techniques which include advertising through print media such as newspaper.
People: this include all the human resource of company who are working towards fulfilling the
requirements of customers. It is necessary that the sales executives of company who come in

contact with its customers are trained well to understand their needs and explain them the
utilisation of its products and services.
Processes: Process refers to the complete buying experience which a customer experiences from
the time they see the product till the time delivery is made and they achieve satisfaction from it.
Adventa Berhad make sure that they are making this process of the customers easy and
accessible so that they can easily attain satisfaction from the products provided by them (Pappas,
2017).
Physical evidence: Physical evidence refers to the packaging of products, , infrastructure of the
stores from where the supplies are made to consumers. Adventa Berhad make sure that they are
providing decent looking products and services as utilization of them is more important and their
physical evidence.
Conclusion
With the help of the above report it can be concluded that it is necessary for organisations
to look into various ways to expand their business and strategize accordingly. Making strategies
to fulfil all the objectives which have been created for the organizations enable them to perform
accordingly. There are objectives created by Adventa Berhad and various measures are taken by
the company to fulfil all these objectives. A number of models which can be applied by
organisations to fulfil the requirement of the customers and target market. Using various
promotional tools and marketing models and organisation can easily achieve all its objectives in
the stipulated time period.

Section 5
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