Strategic Marketing Planning for NCR Corporation

MK 641 STRATEGIC MARKETING PLANNING
Assignment: STRATEGIC MARKETING PLANNING
LECTURER:
Grade Percentage: Deadline:
Dr.LycourgosHadjiphanis50% Assignment
06/05/2019 23:59 – (Assignment)
Learner’s Name: .............................................
Statement of authenticity:
I certify that the work submitted for this assignment is my own. Where the work of others has been
used to support my work then credit has been acknowledged.
Learner’s signature: ......................... ................. Date: ...............................
This assignment will provide you with an opportunity to present evidence of achievement towards the
following learning outcome(s) and criteria.
LEARNING OUTCOMES
Upon successful completion of this assignment students should be able to:
1. demonstrate an ability to integrate marketing concepts and analytical techniques into
a logically coherent strategic marketing plan.
2. master a methodical decision-making process to solve strategic (critical) problems.
3. exhibit enhanced presentation skills by communicating clearly, concisely and
convincingly.
4. display your effectiveness in teamwork by achieving individual and group goals.
Assessment criteria
Each student needs to develop a strategic marketing plan for a new product of an existing
organization. In this assignment, students must analyse the phases of the strategic marketing planning.
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Table of Contents
Introduction................................................................................................................................3
First Phase: Goals and Objectives of the Organisation..............................................................4
Second Phase: Analysis of the marketing Environment............................................................5
Analysis of the organisation...................................................................................................5
Analysis of the distribution channels.....................................................................................5
Analysis of the suppliers........................................................................................................6
Analysis of the macro/external environment.........................................................................6
PORTER’S 5 Forces:.............................................................................................................6
PEST ANALYSIS:................................................................................................................9
NCR SWOT ANALYSIS:...................................................................................................11
Phase three: Strategy formulation............................................................................................15
Analysis of the segmentation strategy.................................................................................15
Analysis of the Targeting strategy.......................................................................................16
Analysis of the positioning strategy.....................................................................................18
Analysis of the Marketing mix strategy...............................................................................19
Conclusion...............................................................................................................................22
References................................................................................................................................23
Introduction
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NCR Corporation is a leading company in banking and commerce solutions based in Atlanta,
US. The company also has Cyprus as its headquarter for Asia, Middle East and Africa. With
its hardware, software and services portfolio enables transactions across financial, retail,
hospitality, travel telecom and technology industries (Ncr, 2019). This strategy marketing
plan will focus in new software that is related to Datawarehouse solutions software that will
enable clients to invest on data integrity and loading reliability and also enable them to have a
Unified ELT Environment (UEE).
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First Phase: Goals and Objectives of the Organisation
With the design and implementation of the new software the organisation objectives and
goals will be the following:
 Launch new product by the end of Q4 in 2019
 Expand into a new market in Cyprus
 Build brand awareness
 Acquire new Customers
 Increase sales/revenue
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Second Phase: Analysis of the Marketing Environment
Analysis of the micro/internal environment
Analysis of the organisation
NCR is an Omni-channel technology service provider that helps other business interacts with
its customers (Ncr, 2019). They provide their services in a different type of forms such as
software, hardware and services related to them. These software or Hardware systems helps
the client interacts, transact or connect with their customers. The company provides solutions
for their customers in a various number of diverse industries such as retail, hospitality, travel,
telecommunications and financial services. They provide both assisted and self-service
solution to their customers like ATMs, POS (Point of Sale) terminals, Kiosks and other
software or hardware services. The company was first incorporated in 1884 until it was
acquired by AT&T in 1991 and listed in NYSE (Ncr, 2019). They have been growing since
2007 since it made a huge turnaround in its Teradata warehousing business (Ncr, 2019). They
have had successful acquisitions and mergers and have reached a global list of clients that
they provide their services.
Analysis of the distribution channels
The company has a good relationship built with its distributors and placed an extensive
distribution channel on pitching its products. They have successful go to market strategy that
helps them supply their products or service according to the requirement of the customers.
They have various types of products which are managed by different distribution channels
like Kiosks, and POS terminals are sold directly by a sales force team and also based on the
relationship with their distributors, dealers, and re-sellers (Annualreports, 2019). They have
their inventories set up in more than 40 countries which help them produce the required
products and market them using the correct distribution channel. They have been expanding
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their distribution channels to accommodate their new range of products and services which
will help the distributors attend requests from new domains as well. These steps will help
NCR penetrate the market more with the better distribution network.
Analysis of the suppliers
NCR has an efficient and reliable group of suppliers that they source their raw materials
from. They have various materials for which they have multiple suppliers, but products like
processing chips are only sourced from Intel, transaction processing services from Accenture
and Operating Systems from Microsoft due to quality, cost and technological issues
(Businesswire, 2019). Though they have different suppliers for products but in case of delay
from the suppliers the product delivery from the company may be affected which may impact
the business adversely, as they will need to find a new supplier for the similar product and
then source it.
Analysis of the macro/external environment
PORTER’S 5 Forces:
Figure 1: Porter’s five forces
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