Strategic Marketing Planning for NCR Corporation

This assignment focuses on the strategic marketing planning for NCR Corporation, a leading company in banking and commerce solutions. It includes analysis of the marketing environment, goals and objectives of the organization, and strategy formulation.

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.
1

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
2

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).
3

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
4

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
5

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
6

Source: (Rothaermel, 2015)
Porter's Five Forces are an overview of the five forces that have a direct impact on NCR's
profitability and market share. The section will discuss the impacts of these five forces and
how NCR can handle these. The Porters Five Forces are discussed below:
1) The threat of New Entrants: The new entrants in this industry may bring in new
technologies which may result in lower costs of the products they offer and put pressure on
NCR as they may lure the customers of NCR (Ncr, 2019). The threat of New Entrants is high
as the industry is evolving and continuously upgrading. The steps that NCR needs to take to
overcome this force are:
 Continuous Improvement of current products through new innovations and research.
This brings in a new market for upgrading their own products in the market and
overtaking other competitors as well (Mathooko and Ogutu, 2015).
 Using the experience in the industry to build customer-oriented products and use the
data to improve on customer demands.
 Having a cost-efficient production line so as to provide low-cost products to the
customer with the same quality as the competition.
2) Power of Suppliers: NCR has a vast number of suppliers from whom they source their raw
materials and various other services (Annualreports, 2019). If the suppliers increase their
profit margins or if NCR becomes too dependent on the suppliers they can use their
superiority to demand more from NCR. In the current scenario, the power of suppliers is
high. To mitigate this issue, NCR needs to take the following steps:
 They need to build an efficient and trustworthy supply chain and have multiple
suppliers for similar sourcing materials.
7

 They can use technological advancements and innovate new ways to manufacture the
same products with different sourced raw materials. Thus not being dependent on one
particular supplier for that product.
 Have a dedicated supplier that has all its dependency on NCR and thus having the
power of negotiation in NCR’s hand.
3) Power of Buyers: The customers are the base for any organisation and NCR is no different.
The customers have the ability to demand the best product in the minimum price range
according to their requirement. The customers can leverage their buying capabilities to put
pressure on NCR to improve on their products or reduce their price. This may risk the
profitability of the company. The bargaining power of buyers is medium as NCR has been
one of the best and trusted suppliers of these products (Annualreports, 2019). NCR needs to
take the following steps to mitigate this issue:
 Having a large customer pool will help to reduce the bargaining power of customers
and also help NCR to focus on its process towards customer satisfaction.
 Production of new innovative products will give the company edge and attract
customers as they won’t be able to get the same feature s in other products from the
rivals of NCR.
4) The threat of Substitute Products or Services: Having new products with better services or
a substitute for the current product can be a threat to any company (Takata, 2016). The new
technology to replace the current product may be harmful to the company as they may
replace the current system of application of the current products which may completely
remove NCR products from the market. The threat of substitute is high in this ever-changing
innovative world. The steps NCR needs to take to mitigate this force are:
 Targeting the services related to the product and not just on the product is essential to
make sure the company provides services even if the products become obsolete.
8

 Changing and improving according to the changes in the customer requirements by
understanding their need and not just focusing on the sales figures.
 Having high switching costs so as the customers are locked in by NCR.
5) Rivalry with Existing Competitors: The industry needs to have medium to low rivalry in
order to sustain for longer periods of time. Higher rivalry leads to lower prices for the same
products and low profitability and thus may lead to the closing of the company (Asmussen,
2015). Rivalry with competitors is low. NCR needs to take the following steps in order to
maintain a better understanding with their competitors:
 Scaling its reach to bigger markets so that the market share increase amongst the
customers and all are satisfied with their market share.
 Providing a diverse range of products that can give better competition to its rivals,
which will help them grow in other domains as well.
 Have a sustainable differentiation market approach with their rivals.
PEST ANALYSIS:
Figure 2: PEST Analysis
Source: (Barbara et al. 2017)
9

PEST Analysis will help NCR understand the market for their product launch better and take
decisions accordingly. NCR has a global presence and is now trying to launch a product in
the fourth quarter of 2019 and also explore new markets like Cyprus. In this section, we look
in the factors that have an effect on NCR.
1) Political Factors
 Policies and regulations: The regulations and policies by the government play an
important role in any organization trying to expand in new regions. The policies in
Cyprus are strict and regressive and need to follow adamantly (Asmussen, 2015).
 Internal or External War: There are no signs of any external or internal conflicts in the
region and it looks peaceful in upcoming years. Though the neighbouring countries
like Israel, Lebanon and Egypt, Syria having conflicts of their own can cause
problems in the region and hamper the business processes (Beuchmp, 2019).
 Political Stability: The stability of the current government is essential to the market
fluctuation and policies related to them. The current government looks to be stable in
Cyprus and will be confident to come in the next term as well (Bbc, 2019). NCR has
had good terms with the current government and is willing to expand in the region
soon.
 Taxation:The tax rates are moderate in Cyprus since it has been integrated into the
European Union in 2004 (Europa, 2019). They allow shipping companies flying under
the Cyprus flag to pay zero taxes on profits. Some of the tax benefits will be useful for
NCR as they are trying to expand in this region shortly.
2) Economic Factors:
 Foreign Exchange Rate: The currency of Cyprus is Euro since 2008 and will be
beneficial as it is the most widely used currency in most of Europe (Europa, 2019).
10

 Investments from within the country: The domestic companies are generally privately
owned and are generally small market and will not be much of much importance for
NCR as it comes into the country. But as the GDP of the country grows more
investments from within the region is expected (Europa, 2019).
 Financial Market stability of the region: The economic impact of the economic crisis
is huge on the financial market. They have been in recession in recent years and
require investments from outside as to boost their trade. They mostly rely on tourism
and small exports to neighbouring countries.
 Open Trade policies: To enhance better investment from foreign investors in the
country and bolster their economy as they have labour and resources available.
3) Social Factors:
 Education Level: Education in Cyprus is mandatory for children up to the age of 15
(Studycountry, 2019). The literacy is high in the region, and NCR will be able to get
skilled labours at cheaper costs.
 Societal Power Structure: There is a strong sense of power culture, and the hierarchal
system is followed. The
 Need for growth: The economy has been showing signs of growth but need better
foreign trade policies in the country.
 Essential Service: Providing essential services like POS, banking systems, kiosks, and
other products that are offered by NCR will be a boost for the population of the region
and will be a necessity in upcoming years.
 Demographics: The young generation is living with the parents and has a vast
potential amongst them. The company will benefit investing in this young
demographic which is going to improve as the economy grows.
4) Technological Factors:
11

 Low production Cost: Having an effective and innovative supply chain system helps
the company avail resources at a low cost thus providing the products at rates lower
than the market.
 Mobile Technology: As the customer’s expectations grow towards mobile technology,
NCR has been building on mobile technology to meet customer demands.
 Cloud and Security: Cloud deployments help the company have better mobility and
security (Paladi et al. 2018). This helps the company save on huge amounts of
resources.
 5G: The new upcoming technology holds the key to entering new heights in the
potential reach for NCR and its products. The new capabilities brought by 5G will
enhance the functionality of NCR products and services.
 Innovation and Research: The Company needs to invest in research and development
to cope with the new threats that may outdate them in this dynamic and fast market.
They need to be on top of their rivals, thus need to invest heavily on new innovative
ideas to gain them the edge.
NCR SWOT ANALYSIS:
Figure 3: SWOT Analysis
12

Source: (Bull et al. 2016)
SWOT Analysis gives the company an overview of the capabilities and weaknesses of the
company so that they can devise strategies to mitigate them. Looking at the strengths and
weaknesses the company can work better on its strengths and remove their weaknesses.
Strengths:
 Mergers and Acquisitions: They have had great mergers and acquisitions that have
helped them build a reputation in the market and integrated new technologically
innovative companies to improve on their products and services (Ncr, 2019).
 Good Distribution Network: Having their distributor as their base to catapult into new
territories has been the plan by NCR since the late 1900s (Ncr, 2019). They have a
great market reach due to this effective network of distributors.
 Positive Cash Flow: Having a positive cash flow helps the company use these funds in
new domains and new innovative projects.
 Great Supplier Network: Having a strong and reliable team of suppliers help them
maintain a low cost in productions and mitigate supply chain issues easily.
 High Returns on Investment of Capital: They have been showing good profit margins
in new investments and projects by opening up new domains to improve the overall
performance of the company.
Weaknesses:
 Investment on New Technologies needs to be on par with the vision of the company,
as they are the leaders in manufacturing and sales for POS, KIOSKS and other
systems integrating customers to the service providers (Ncr, 2019). But NCR needs to
be investing more on Innovation and research.
13

 Product Range gap is wide. As the company has a vast range of products, it has some
gaps in the products price range and may be exploited by new entrants or competitors
to lure their customers.
 Poor Product Forecasting has led to a lot of opportunities missed, and the company
has incurred losses due to their inability to gain an advantage.
 Better Marketing strategy required, even though the sales are good, but the product's
new technological inclusions and benefits need to be highlighted in order to clear out
the competition in the market.
 Profitability ratio lesser than the industry average and so is the net contribution
percentage.
 More effort required in the Research and Development Domain. Better than the
average rating but lacking behind the leaders of the market.
Opportunities:
 New Prospects from Online Platforms can be utilized to full potential and can
increase the market reach. Using this platform to analyze trends and customer needs
to improve the products and services are also essential (Hajli et al. 2017).
 Low Transportation due to technological advancements can lead to lower cost on
sourcing, which can increase their profitability or they can lower the product price and
give the benefit to the customer and increase its market value.
 Positive cash flow can lead to investments in different domains which will diversify
the nature of the company and bring in more profits from different segments.
 New environmental policies push the market towards better more digital products
benefiting the products of the company being more utilized.
14

 Economic Growth after the recent recession all over the world has led to a surge in
spending by a customer on an average, thus making the use of the products provided
by NCR a more common requirement.
 Inflation Rates slowing down helps the customers get credit at lower rates and invest
in the company’s products and services.
Threats
 Minimum wages regulations have been increasing the labour costs which can cut the
profit margins substantially as it increases production cost (Iclg, 2019).
 Global presence may have various political threats as they may have to align
themselves to countries according to their sales requirements.
 Competition from other similar companies which may offer better innovative
solutions or may outdate their technology and replace them.
 Competition in the local market may affect the distributor’s profit margin reducing the
company’s profit margin.
 Different Regulations and Laws regulating in different domains of the market the
company works in can potentially harm them.
15

Phase three: Strategy formulation
Analysis of the segmentation strategy
Segmentation in the market defines segmenting the market on the basis of different
parameters for the product. The main objective of the segmentation is to understand the target
consumers for the respective product in a market.
NCR Corp is a company that provides the consumers' data warehousing facilities. The
services of the company are based on the use of different emerging technologies. As the
company is providing services on the newest technology, the company has to be specific are
the consumers or clients. It has been seen that not many organization prefer using emerging
technology instead of traditional or conventional technologies (Kvasova and Tokar 2018). In
this situation, market analysis is needed for NCR Corp
Behavioural segmentation: The behavioural segmentation will categorize the market on the
basis of the behaviour of the client. According to the market analysis, it has been seen that
the organizations which are outsourcing the tasks are less interested in data warehousing.
Whereas, the companies that are providing the outsourcing services are more interested in the
implementation of the data warehousing. Apart from that, some of the product based
companies are interested to implement the data warehousing.
Geographic segmentation: Geographic segmentation will classify the market on the basis of
the geographic criteria. In most of the cases, the services are outsourced from the western
countries. The third-party service providing companies are mainly located in eastern Asia
(Annualreports, 2019). In this situation, it will be natural for NCR Corp to get more market
exposure in the eastern part of Asia.
Demographic segmentation: The demographic segmentation will indicate the classification
of the market on the basis of demographic variations like age, gender, sex and others (Sagar
16

et al. 2017). For NCR Corp, it can be assumed that the companies that are willing to spend
extra money for the digital disruption will be getting interested in using the services provided
by this company. Apart from that, the organizations which are dealing with the emerging
technologies for the proper implementation will be interested in the data warehousing
services provided by NCR Corp.
Psychographic: This trait will classify the market on the basis of the nature of the behaviour
along with the personal attributes (Verma, 2017). The organizations that are prone to digital
disruption can be interested in the services provided by NCR Corp. Apart from that, the
enterprises whose are dealing with the analysis of the data and sorting of the data can be
interested in the services provided by the NCR Corp. Moreover, the consultant companies
will be interested in getting the services through the data warehousing as the consulting
business needs the analysis of the facts and information.
In order to target the market, NCR Corp will choose to proceed with the behavioural
segmentation. The justification of choosing this segmentation is that the behaviour of the
customer will determine the level of using the ICT in the organization. Implementation of the
data warehousing is of an advanced level of ICT implementation. It is recommended for the
NCR Corp to proceed with the behavioural segmentation so that the company can understand
the behaviour of the other organization and can proceed accordingly.
Analysis of the Targeting strategy
The targeting in the marketing defines focusing the sale of the product for a particular group
of people. It has been seen that not all people are equally interested in buying a product
whether it is good or bad. NCR Corp is dealing with the data warehousing. In this context, the
organization has to focus on the clients or the consumers who are interested in implementing
the digital disruption in the organization. Apart from that the organization where the analysis
of a large amount of the data is needed can be approachable for the NCR Corp.
17

The main function of NCR Corp is providing the service regarding data warehousing (Ncr,
2019). Data Warehousing is an emerging concept which deals with the managing of the data
and storing of the sorted data in a proper way. This advanced functionality will give the
organization a package for managing the data. There are various services like data analysis
and the cloud storage is included in the system and NCR Corp will provide all the services to
the clients effectively.
Analysis of these factors indicates that the target of the NCR will be the consumers with the
ability of high capital investment. This is because the implementation of the data warehouse
in the organization is an expensive project. However, this expense can be regarded as a one-
time investment.
NCR Corp should target these clients so that NCR can showcase their products and services
to the client. As these clients are also inclined towards the use of merging technology, the
services and the products developed by NCR will be relevant for the need of these clients
(Mandal and Joshi 2017). Some of the clients those can be fitted in this cluster are the one
who is dealing with a large amount of the information. This can be the institution managing
the archive. Many news channels are adopting data warehouse techniques for the better
managing of the information. NCR can approach these institutions.
Making the target fixed during the marketing of the product will help the NCR to reach out to
the specific consumers. It can be assumed that reaching out to the consumers from all the
segment will cost NCR a large amount of money (Varadarajan2015). Apart from that, the
process will be time-consuming. If the target consumers are fixed, it will be beneficial for
NCR to focus and cover a particular segment so that the exposure and the approach of the
products and services are done in a proper way. This will eventually increase the
effectiveness of the marketing for NCR and will increase the selling of the products and
services.
18

Analysis of the positioning strategy
Positing is defined by the comparative analysis of the product with respect to other similar
products in the market to understand the current market position of the respective product. It
is assumed that the NCR Corp will do well in the market. However, before the launching of
the services and the products by NCR Corp, the feasibility study of those products are needed
to be done in a proper way against the other similar products. This will can be done through
market positioning.
There are some effective data warehouse tools available in the market those are backed up by
the famous names in the industrial sectors. Some of these tools are SAP BW, Amazon
Redshift, Oracle Data Warehouse. All these data warehousing tools are highly effective.
Apart from that, the brand name they are associated with is giving them another weight (Bang
et al. 2016). However, it has been seen that Amazon Redshift provides a fast and accurate
analysis. This system is best suited for the denormalized data. However, the system is not
appropriate for the transactional data system. Apart from that, the system has a problem with
the synchronization of the information stored in the cloud. Considering all these factors, it
can be said that the price of the Amazon Redshift is moderate and the services it provides are
of high quality.
On the other hand, SAP BW is suitable for a large enterprise. The system can face some of
the implementation problems at the beginning of the use (Davcik and Sharma 2016).
However, the merging of the system is quite difficult. SAP BW is a classic name in the field
of data warehousing. However, the system is expensive and the service that it provides is
limited to a certain domain. One of the main disadvantages of this system is that the
implementation of this system requires business professionals to understand the technical
terms (Ferrell and LeClair 2015). This indicates the system has a lack of flexibility. Apart
19

from that, the services SAP BW provides are of high quality and glitch free. On the basis of
the services it provides, it can be said that a piece of the system is high.
The best part of the Oracle data warehouse is that the system is suitable for the analysis of the
data. Apart from that, it can be a good option for any enterprise of any measure (Weber
2016). It provides all great functionalities like business intelligence system, decision making
and the analysis of the data. Apart from that the storage and the collection of the data can be
done effectively by this system (Palmatier et al., 2016). However, the Oracle Data
Warehouse is an expensive tool for the implementation. From this point of view, it can be
said the high-quality functionalities of the Oracle comes with the high price.
NCR Corp, in this context, can be regarded as the rational solution to the data warehousing. It
has been seen that the price of NCR Corp is not much. Infect the price of NCR Corp is almost
average against the market value. Apart from that NCR Corp covers almost all the
functionalities of the data warehousing (Hunt, 2018). However, there are some specialized
solutions that are provided by the Oracle data warehouse those cannot be provided by the
NCR Corp. However, NCR Corp can be a good solution for the small and medium type
enterprise that are looking for the use of the data warehousing in order to get a better analysis
result. From this, it can be said that the price and the functions for NCR Corp are rational and
can be defined as a medium scale.
20

Analysis of the Marketing mix strategy
Figure 4: Marketing mix
Source: (Sam, 2017)
Price: Smart pricing strategy is important for the selling of the products. It has been seen
that the price of the product should be relevant to the services the product is providing to the
consumer. Regarding this, it can be said that the cost of NCR Corp is strategic (Haque et al.
2017). It has been seen that the functionality of the NCR Corp has covered a large portion of
the functionalities available in data warehousing. However, the system needs to improve its
service in order to get the equivalent position if SAP or Oracle data warehouse system
(Doherty et al. 2015). In this context, the price of the NCR should be average as the products
and services they are dependent on the basic functions. The average price of the product will
be helpful for NCR to attract the large consumer base as well as it would be relevant to the
standard of services.
21

Product: The product needs to fulfil all the requirements of the consumers. The effectiveness
of the product is dependent upon the functionality of the product. It has been seen that the
services NCR Corp provides meet all the basic functioning of the data warehousing (Lee and
Griffith, 2019). In case, if the enterprise is adopting the data warehousing system for the first
time, NCR Corp can be a good option as all the basic functionalities can be implemented
through this system. Moreover, the price of NCR Corp is affordable for the small and
medium enterprises.
Place: The success of the product is dependent upon the right promotion of the product at the
right place and right time. At present, the use of emerging technology is growing. Most of
the organizations have to process a large amount of data in order to get the right information.
Apart from that storage of the information is needed to be done in a proper way so that
overhead time for the accessibility can be mitigated (Baltes, 2015). In this context, the
launching of the new data warehouse product is relevant. Apart from that NCR Corp is
providing a cost-effective and relevant solution that will help the organization to implement
the data warehouse system for the first time. Considering all these matters it can be said that
the launching of the data warehousing system is done at the right place and right time. The
product can be available directly from the website of NCR Corp. The user or the client can
choose the type of the product and can make payment according to it through the online
payment system.
Promotion: The promotion is needed to be done in a proper way so that the launching of the
product can be done properly in front of target market. It has been seen that at the beginning
of the discussion the target market for the NCR Corp has been done properly. This will help
this company to launch and market the products to the specific group. Apart from that this
approach will help NCR Corp to save money in the marketing as there is no need to reach to
all the consumer base. Apart from that, the target-specific promotion will be helpful to get
22

better exposure to the product. For promoting the product, NCR can use digital marketing and
the usage of online advertisements. Apart from that, the marketing can be done through the
social media platform.
23

Conclusion
NCR Corp is providing relevant and cost-effective solutions to its customers that will help the
organization to implement the data warehouse system for the first time. Considering all
aforementioned facts, it can be said that the launching of the data warehousing system is done
at the right place and right time. The product can be available directly from the website of the
NCR Corp. The user or the client can choose the type of the product and can make payment
according to it through the online payment system.
24

References
Annualreports, 2019. NCR Corp | Annual Reports. Available
at: http://www.annualreports.com/HostedData/AnnualReports/PDF/NYSE_NCR_2017.pdf [
Accessed 4 May 2019]
Asmussen, C.G., 2015. Strategic factor markets, scale free resources, and economic
performance: The impact of product market rivalry. Strategic Management Journal, 36(12),
pp.1826-1844.
Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Baltes, L.P., 2015. Content marketing-the fundamental tool of digital marketing. Bulletin of
the Transilvania University of Brasov. Economic Sciences. Series V, 8(2), p.111.
Bang, V.V., Joshi, S.L. and Singh, M.C., 2016. Marketing strategy in emerging markets: a
conceptual framework. Journal of Strategic Marketing, 24(2), pp.104-117.
Barbara, C., Cortis, D., Perotti, R., Sammut, C. and Vella, A., 2017. The european insurance
industry: A PEST analysis. International Journal of Financial Studies, 5(2), p.14.
Bbc, 2019. Cyprus country profile. [online] Available at: https://www.bbc.com/news/world-
europe-17217956 [Accessed 4 May 2019]
Beuchmp, Z., 2019. How are other Middle Eastern countries handling the conflict? [online]
Available at: https://www.vox.com/2018/11/20/18080074/israeli-palestinian-conflict-saudi-
arabia-iran-turkey-egypt-jordan-syria-lebanon [Accessed 4 May 2019]
Bull, J.W., Jobstvogt, N., Böhnke-Henrichs, A., Mascarenhas, A., Sitas, N., Baulcomb, C.,
Lambini, C.K., Rawlins, M., Baral, H., Zähringer, J. and Carter-Silk, E., 2016. Strengths,
Weaknesses, Opportunities and Threats: A SWOT analysis of the ecosystem services
framework. Ecosystem services, 17, pp.99-111.
Businesswire, 2019. Business wire. Available
at: https://www.businesswire.com/news/home/20171116005195/en/NCR-Plans-Grow-
Channel-Business-Expanded-Channel [Accessed 4 May 2019]
25

Davcik, N.S. and Sharma, P., 2016. Marketing resources, performance, and competitive
advantage: A review and future research directions. Journal of Business Research, 69(12),
pp.5547-5552.
Doherty, A., Kearns, J. and O’Rourke, V., 2015. Integrating mobile into marketing
strategy. Journal of Digital & Social Media Marketing, 3(3), pp.279-287.
Europa, 2019. Taxation Trends in the European Union. [online] Available at:
https://ec.europa.eu/eurostat/documents/3217494/5718201/KS-DU-10-001-EN.PDF/
bd63fe10-7339-491f-afcb-08bd4c8daa8b?version=1.0 [Accessed 4 May 2019]
Ferrell, L. and LeClair, D.T., 2015. Strategic philanthropy’s role in implementing marketing
strategy. In Proceedings of the 2000 Academy of Marketing Science (AMS) Annual
Conference (pp. 349-349). Springer, Cham.
Hajli, N., Shanmugam, M., Papagiannidis, S., Zahay, D. and Richard, M.O., 2017. Branding
co-creation with members of online brand communities. Journal of Business Research, 70,
pp.136-144.
Haque, A., Ahmed, F., Al-Sarwar, A.M. and Shafiq, A., 2017. Measuring the impact of
marketing capability and market control beliefs on marketing strategy intention: a study on
travel and tour agents in Malaysia. International Journal of Islamic Marketing and
Branding, 2(2), pp.134-155.
Hunt, S.D., 2018. Advancing marketing strategy in the marketing discipline and beyond:
from promise, to neglect, to prominence, to fragment (to promise?). Journal of Marketing
Management, 34(1-2), pp.16-51.
Iclg, 2019. [online] Available at: https://iclg.com/practice-areas/employment-and-labour-
laws-and-regulations/cyprus [Accessed 4 May 2019]
26

Kvasova, O. and Tokar, S., 2018, June. Implications of Consumer Animosity for Marketing
Strategy: An Abstract. In Academy of Marketing Science World Marketing Congress(pp. 149-
149). Springer, Cham.
Lee, H.S. and Griffith, D.A., 2019. The Balancing of Country-Based Interaction Orientation
and Marketing Strategy Implementation Adaptation/Standardization for Profit Growth in
Multinational Corporations. Journal of International Marketing, p.1069031X18819757.
Mandal, P. and Joshi, N., 2017. Understanding Digital Marketing Strategy. International
Journal of Scientific Research and Management, 5(6).
Mathooko, F.M. and Ogutu, M., 2015. Porter’s five competitive forces framework and other
factors that influence the choice of response strategies adopted by public universities in
Kenya. International Journal of Educational Management, 29(3), pp.334-354.
Ncr, 2019. NCR Corp. [online] Available at: https://www.ncr.com/company [Accessed 4
May 2019]
Paladi, N., Michalas, A. and Dang, H.V., 2018, April. Towards secure cloud orchestration for
multi-cloud deployments. In Proceedings of the 5th Workshop on CrossCloud Infrastructures
& Platforms (p. 4). ACM.
Palmatier, R., Stern, L. and El-Ansary, A., 2016. Marketing Channel Strategy: Instructor's
Review Copy. Routledge.
Rothaermel, F.T., 2015. Strategic management. McGraw-Hill Education.
Sagar, S., Lundberg, L., Skold, L. and Sidorova, J., 2017, June. Trajectory segmentation for a
recommendation module of a customer relationship management system. In 2017 IEEE
International Conference on Internet of Things (iThings) and IEEE Green Computing and
Communications (GreenCom) and IEEE Cyber, Physical and Social Computing (CPSCom)
and IEEE Smart Data (SmartData) (pp. 1150-1155). IEEE.
SAM, A.F., 2017. The Effects of Marketing Mix (4P) on Companies’ Profitability: A Case
Study of Automotive Industry in France. Journal of Research in Marketing, 8(1), pp.636-640.
27

Seringhaus, F.R., 2015. Export knowledge, strategy and performance. In Proceedings of the
1988 Academy of Marketing Science (AMS) Annual Conference (pp. 97-101). Springer,
Cham.
Studycountry, 2019. [online] Available at: https://www.studycountry.com/guide/CY-
education.htm [Accessed 4 May 2019]
Takata, H., 2016. Effects of industry forces, market orientation, and marketing capabilities on
business performance: An empirical analysis of Japanese manufacturers from 2009 to
2011. Journal of Business Research, 69(12), pp.5611-5619.
Varadarajan, R., 2015. Strategic marketing, marketing strategy and market strategy. AMS
review, 5(3-4), pp.78-90.
Verma, S., 2017. Niche level segmentation of green consumers: A key for psychographic or
demographic predicament. South Asian Journal of Business Studies, 6(3), pp.274-290.
Weber, T.J., 2016. Choosing a Mode of Political Marketing Strategy: Voter or Brand Identity
Orientation. In Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement
Era (pp. 107-107). Springer, Cham.
28