Strategic Management: Product and Country Recommendation
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This report provides a strategic marketing plan for Ashanti Marketing Solutions (AMS), including product and country recommendations. It covers Pestle and SWOT analysis, market entry modes, market segmentation, and Porter's generic strategy.
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STRATEGIC MANAGEMENT
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Table of Contents EXECUTIVE SUMMARY........................................................................................................................3 INTRODUCTION.......................................................................................................................................4 TASKS........................................................................................................................................................4 Recommendation of product and country................................................................................................4 PESTLE analysis.....................................................................................................................................5 SWOT analysis........................................................................................................................................7 Three modes of market entry...................................................................................................................8 Market Segmentation...............................................................................................................................9 Porter’s Generic Strategy.......................................................................................................................12 CONCLUSION.........................................................................................................................................15 REFERENCES..........................................................................................................................................16
EXECUTIVE SUMMARY Strategic Management refers to overall assessment of ongoing business plan in order to meet objectives and goals of the business. Changes in external and internal environment force business to constantly make strategies. It incorporates different areas of the business. This report is based on Ashanti Marketing Solutions (AMS). It had recommended a suitable product and a country for the company. Furthermore, Pestle and SWOT analysis had been done to identify current internal and external environment of chosen country for the firm. Moreover, Study had assesses three modes ofmarketentryinwhichsuitable,modehadbeenrecommended.Afterwards,market segmentation concepts had been introduced and targeting had been done of newly launched product. Lastly through Porter’s generic strategy a generic strategy will be provided so firm can be gain competitive benefit.
INTRODUCTION Strategic management refers to analyzing and exploring strategies so that management of the company can implement them into the business. Through analyzing external and internal environment strategies is being formulated(Anyika, Ehie and Oghojafor, 2019). It asses the planning so that organizational goals can be meet. Present report is based on Ashanti Marketing Solutions (AMS). The company will launch a new range of organic biscuits and cookies in France. Report will cover a strategic marketing plan for the company. The study will recommend a product and a country for the company. By doing external and internal analysis threats and opportunities for the new product get asserted. Furthermore, market entry options for the firm will be suggested. Then product segmentation and targeting will be done. Moreover, report will cover Porter’s genericstrategy in which one would be suggested. Lastly,study willbe summarized. TASKS Recommendation of product and country Product- Ashanti Marketing Solutions (AMS) is engaged in the business of food production. The firm can launch a new range of organic biscuits and cookies which are calories free. This biscuits helps people to lower up their cholesterol levels. As consumers are becoming health conscious they will definitely purchase this biscuits and cookies. This biscuits are blended with fruits & nuts. These are gluten free delight. This are enrich with high fiber and protein. Country– The Company can target the market of France. It is a country located in Europe. The capital of France is Paris. It is one of the largest agricultural producing countries. Thus, there is large market for organic food. Ashanti Marketing solutions can tap into fragmented market of France through mergers and acquisitions. Value chain of industrial producers, farmers and retailers are already established so the firm can easily do positioning of their product (Okumus, Altinay and Koseoglu, 2019).
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PESTLE analysis This analysis is helpful to ascertain factors that may affect the firm externally. Hence, Pestle analysis of France has been done as follows - Political Factors– France has been known for her politics as there is always a gap between poor and wealthy. Thus, all the administration control is under the France government. Perhaps, bringing out reasonable price of organic biscuits and cookies can be preferred by common people. In the year 2015, the France has face troubled due to terrorist attack. Extra measures have been taken to by the government to stop terrorism (Scanning the Environment: PESTEL Analysis, 2016). Economical Factors– At the time of recession, France stand strong and due to government intervention nothing is happened to banking and financial sectors of country. They didn’t suffer as much through this intervention (Lasserre, 2017). Although, they have suffered from deficits because of Raymond rule. Unemployment rate is high in France due to tax rates. It is roughly 40 %. Businesses have to suffer more due to this tax rate. Thus, this makes difficult for the workers to employ in their own country. France is capable and well known for agriculture. Thus, starting a new business in France of organic biscuits and cookies will be fruitful. Social Factors– Due to disparity among the classes the crime rate is at rise in the country. Employee’s are often at strike. Therefore, productivity gets influenced. Racial violence is one of the problems. Immigrants in country are not treated well as there is populationofRomanCatholic.Duetothisdiscriminationsomeclassesremained backward. The people of France are also health conscious. Hence, introducing a new range of organic product can increase the productivity of Ashanti Marketing Solutions.
Figure1: Pestle Analysis (Source: Scanning the Environment: PESTEL Analysis, 2016) Technological Factors– France is known for nuclear technology expert. As it is also export nuclear technology to its nearby countries. France is inventor of many products such as camera, fridge and generator. Tons of money and resources have been invested in research and development of goods. Government is also investing into the research for making France people healthier. Hence, selling new range of organic and healthier biscuits and cookies would be great choice for the company. France has also high internet speed connection which is termed as ADSL. It is helpful for the company as they can easily contact with the suppliers and can get regular updates (Morden, 2016). Another benefit is that company can easily contact with the customers and also done home delivery by using app. Environmental Factors– France is suffering from water pollution. Water contamination is the major problem out there. Forests are also destroyed due to acid rain. The country is more focused towards protecting their species and land. Nitrate zones have designated by the government in which agricultural development is allowed.Chances of spreading carbon dioxide are also more due to industrialization. Thus, production of organic products will be a great start up business opportunity for the company(Barca, 2017).
Legal Factors–Twenty six laws has been featured by France government to keep pedestrians and drivers safe. Hence, Ashanti Marketing Solutions has to obey those rules and regulations. While doing transportation and supply chain management of organic cookies. This should also be taken into consideration. Workers and employees could not apply makeup or headsets while driving. SWOT analysis This Analysis is helpful for identifying business opportunities and threats. Hence, Pestle analysis of France is being done as follows – Strength– France has strong agriculture, tourism and weapons industries. These sectors have great contributions to France economy. France comes under the top countries as an agricultural producer. Beyond this many of the agro products have being exported outside the country that contributes to total GDP.Production of organic cookies and biscuits will be great idea as agriculture sectors is at boom in country’s economy. Property market is stable in France so if Ashanti marketing solutions wants to purchase property there it is easy. The company can establish their own plants so that production of organic biscuits can be easily done. Weakness– There is difference of cultural belief in France. The workers and employees also show rude nature. The living cost of country is too high. Beyond this there is language barrier. Customer service within the country is also poor. There is lack of administration work. If the company trained there employees by givingthemlanguageclassesandteachingthemrightattitudetoperform customer service the company is able to earn more (Ethiraj, Gambardella and Helfat, 2018). Opportunities– The government of France is also supporting foreign partners and suppliers mainly in consumer goods. Hence, Ashanti Marketing limited has great scope to offer consumer goods to France people such as organic biscuits newrange.Notonlyhasthisgovernmentofthecountryalsosupported agricultural sector so being organic product supplier the company can grab advantage. Moreover, people of France are also heath conscious. Hence, they will love to purchase such type of healthy food products.
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Threats– Islamist terrorist groups have been always in attacking mode towards the France. Thus, survival in France can be dangerous. This is the major threat for the countryman. The country has high volume of break-ins of vehicles. It has noticed that people money, passwords, documents have been frequently stolen. Hence, the company has to consider these threats while establishing business in France. Three modes of market entry Meaning- It generally refers to getting the products of your company into the target market. When thecompany wants toenter into aforeign market then it needs variousstrategies and modes(Boon Eckardt and Boselie, 2018).Thesestrategies canaffectthe firm in differentways suchasgrowth, risk, competition, availability ofresources etc. Also the different market entry modes differ intheirrisk, availability,return on investmentetc. Different modes are not only create difference in financial terms but also in political and social terms, such as government's attitude toward business, one'sown beliefsetc. There are three major types of market entry modes: 1.Strategic Alliances- It refers to where two or moreorganizationsagree to setup a firm together with common objectives but still remains as two different Davies. This type of mode is mostly suitable when alliance issetupfor specific project or ventures. Mostly this type of mode lies between acquisitions and mergers and organic growth. This mode is popular because of individual think about the benefits which are greater in alliance than individual efforts (Hanson, Hitt and Hoskisson, 2016). The alliance also benefits both the parties in areas of technology and modern techniques, because one party can enjoy the benefits of latest technology of the other. 2.Mergers, Acquisitions and Joint ventures- These are the modes which are used to join with other business works and ventures on certain tasks. If the company decides totakeover on other firm the joining occur between the two, or if the company tries to use acquisitions then they will work with other business units for specific projects. This can help the firm to increase their share in the market, also can be beneficial in terms of finance and production cost. Simply we can say acquisitions occur whentheytook over
is based onassetsor other stock and merger is said to be a legal agreement between twofirms into one whereas joint venture is just a sharing of ownership. 3.Foreign Direct Investment(FDI)- FDI is a grabbing thecontrolof ownership a business unit in one country byabusiness unit in other. It differs from portfolio investment in the terms of control because FDItookover almost full control over ownership of the company in which investment is made whereas FPI just aims to took over profit earned during the fiscal year. This option generally includes ownership over stocks, bonds, technology, venture, etc. This type of mode generally suitable when an existing business unit wants todiversifiedits operations or wants a new unitworldwide. The company has decided to choose the second mode of market entryi.e., merger, acquisitions and joint venture(Boon Eckardt and Boselie, 2018). This is so because of our productsi.e., organic biscuits and cookies, this helps the company to capture the newly advanced and innovative technology, also by mergers it will be able totakeover the shares of other big firms by a legal agreement and joint venture will help to took over the ownership control. Then still the two most prominent options which company chooses are mergers and acquisitions. Market Segmentation Definition-It is a process of dividing a market of prominent and potential customers into different segments or groups. The division is mainly based on characteristics of the customers, such as division is generally based on traits of a consumersuchas interests, needs, etc.,with that market strategy.Also market segmentation has a very significant importance in the market because it is easier to take over similar customers in one segment ratherthantreating them individually.Thisultimatelyhelpsinsavingstime,moneyandeffortswhichincrease effectiveness and efficiency(Anyika., Ehie and Oghojafor2019). There are three types of targetmarkets - 1.Niche/ concentrated marketing- This type of market aims towards a small area of the whole market in which a fewer selected customers are targeted. In this market focus is on a specific product. This market defines the different features of the product suchas, range, type, quality, etc. In this the finalquality of the product is not dependent of price elasticity but isaimed to
satisfiedindividualneeds. Providerswith smallcapitalusually go for niche marketi.e., concentrated market with a motive of increasing financial strength. 2.Mass/Undifferentiated marketing-This istype of market where the company sells its products tothe entireconsumer at the same time (Peppard and Ward, 2016). 3.Selective/ Differentiated marketing- This is a market in which the company provides different products to different segments of customers or types of customers. In this company createsprograms that offerto at least two market groups or segments. This type of targeting appeals to more than two segmentsgroups. Forexample,a shoe firm an create two different segments according to the variety of shoes and according to different age groups. The company has decided to choose undifferentiated marketing because the organic biscuits and cookies are eaten by every age and different class group, so this type will be most suitable and beneficial as it will not consume time because the other two requires a lot of time in division of segments. This segment will not only save time but will consume lesser resources than the other two. So this choice is most beneficial that's why the company has selected this alternative. POSITIONING- Positioning is where customer needs and wants are identified in which the position of the competitors and their strength and weakness are indentified. It helps the firm to be always ahead from its competitors to chase the break the market with highest profit. This process is done by four marketing mix. 1.Product- It refers to goods or services, which are offered in the market for sale. It consists of three - ď‚·Branding - Under this firm decides under which generic name its product will circulate in the market(Anyika., Ehie and Oghojafor2019). ď‚·Packaging - Under this the product is packed into its selected packets for different purposes such as safety during transit, product differentiation etc. ď‚·Labeling: under this different labels containing relevant information are stick with the product to make the choice of consumer easy.
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The company's product is organic biscuit and cookies. The product is an organic item which has popular demand in France because the people are more concern to their health nowadays. This product is prepared with full hygiene and nutritional values which makes it more popular. These are sugar free biscuits available in different flavors such as fruits and nuts and buckwheat & milk. This biscuits are delicious and perfectly trigger a finger and also easily dissolved. Customers can take them with milk as well. These are buckwheat cookies. 2.Price-It can be defined as the total amount received or paid by the buyer for the goods or services they had acquired. There are two types of pricing strategy - ď‚·Market penetration- it refers to setting the price of product very low in the initial days of its launch in order to capture a big share in market. ď‚·Market skimming - it refers to setting the price of the product high in order to earn maximum profit in the initial days of its launch. The company has decided to do market penetration by which it will be able to capture a huge share in the market. Afterwards the price of the product will be taken up to reasonable. The price has been decided with keeping in mind no loss of customer and the firm. 3. Place- It refers to which channel of distribution has been selected by the company to enhance or groom its business. There are three types of channel of distribution - ď‚·One level - In this goods are directly sold to the customers with no interference of intermediaries. ď‚·Two levels - In this product is first sold to retailers then they sold it to ultimate consumers(O'Brien, Parent and Gowthorp2019). ď‚·Three levels - The product is first sold to wholesalers then it goes to retailer then to ultimate consumers. The company has decided to use three level channel of distribution in order to make convenient purchase of the consumer and to make goods available in stock every time. 4.Promotion- It refers to the techniques of increasing sales and to make maximum amount of profit. There are four types of promotional techniques namely, Advertising, Sales promotion, Personal selling and Public relation(O'Brien, Parent and Gowthorp2019)
The company has decided to choose sales promotion techniques because there are numerous techniques in sales promotion which can increase the sales to its highest. Also the company has choose to use advertising as it reach is all over the world. These both techniques will be the greatest strength of the company to Achieve miracles. Porter’s Generic Strategy This strategy has been formulated to gain competitive edge. If the business seek differentiation or variation in the product then this is high time to adopt these strategies. In order to find a sustainable competitive edge these strategies should be adopted.Porter’s Generic Strategies are of four types - Cost Leadership This type of strategy helps to increase profits through reducing costs of production by taking charge of industrial average price. Through charging lower prices company is able to gain high profits(Ansoff, Kipley and Dand Ansoff, 2018). As in this production costs gets reduced. Thus, the firm is able to achieve high profitability. The production of products is done to the lowest price as much possible by getting raw material at less cost. Differentiation strategy Under this the products has made different from others so that they can easily catch public eye.The company starts their search for best and lowest possible price with a number of expertise and experimental observations, and this is ensured that in each segment price remains low (Rosenberg Hansen and Ferlie,, 2016). Cost focus In this the niche market is selected and when the lowest possible price is offered to the customers.Throughdeepstudyandunderstandingwithkeepinginmindthetasteand preferences the company ensures costs remains low(Rothaermel, 2016).Also, by this strategy all the other strategies can be derived as it is base of others.The company focuses of cost minimization with profit maximization. Differentiation focus
In this strategy business unit aims to differentiate with one or small target markets. In this the specifically demand and choice of consumer are fulfilled with a high profit because there is an effective opportunity to complete with the customers. This technique helps many small capital holders to top the niche target market (David and David, 2016). The business units choosing this strategy had the main issue that they need the consumer having different needs and wants. Differentiation focus is all about achieving higher prices than undifferentiated items by which the firm can gain a high customer value. Figure2Porter's Model of Generic Strategies (Source: Porter's Model of Generic Strategies for Competitive Advantage, 2018) Ashanti limited has adopted cost focus strategy.Low costs are one of the best strategies because it enables the company to earn maximum profit in short period of time. As product is offered at lower price so many of customers got attracted towards it (Porter's Model of Generic
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Strategies for Competitive Advantage, 2018). Thus, the price of organic biscuits and cookies has been set at minimal price. Ashanti Marketing solutions can also capture large number of audience by adopting this strategy.This strategy is the most dominant one to complete the task of cost minimization and in the most effective way, also this strategy is the most unique as compared to others.
CONCLUSION It has been concluded that Strategic management gives a sense of direction to formulate a plan for the business. It also increases efficiency of operations in the company. It has been summarized from Pestle analysis that France has survived from recession but although there is high criminal rate and racial violence. The tax rate is also high for the businesses but although this is agriculture product which the Ashanti Marketing Limited is going to launch. Thus, the government is going to support this organic biscuits and cookies. By SWOT analysis it has been summarized that company has great opportunity to startup a new agro business in France. It has been concluded that there are lots of market entry options available in France but suitable one is merger and acquisition. Company has adopted mass marketing segmentation to launch new range of biscuits in France.It has also been concluded through Porter’s model of strategies that company has choose Cost focus strategy to attract lots of customers.
REFERENCES Books and Journals Ansoff, H.I., Kipley and Ansoff, R., 2018.Implanting strategic management. Springer. Anyika,E.N., Ehie,I.andOghojafor,B.E.,2019,August.StrategicManagement Practices and Organizational Performance in Nigerian Teaching Hospitals: An Empirical Study. In5TH BIENNIAL CONFERENCE-Nigeria 2020. Barca, M., 2017.Economic foundations of strategic management. Routledge. Boon, C., Eckardt, R. and Boselie, P., 2018. Integrating strategic human capital and strategichumanresourcemanagement.TheInternationalJournalofHumanResource Management.29(1). pp.34-67. David,F.andDavid,F.R.,2016.Strategicmanagement:Acompetitiveadvantage approach, concepts and cases. Pearson–Prentice Hall. Ethiraj,S.K.,Gambardella,A.andHelfat,C.E.,2018.Theoryinstrategic management.Strategic Management Journal.39(6). pp.1529-1529. Hanson,D.,Hitt,M.A.andHoskisson,R.E.,2016.Strategicmanagement: Competitiveness and globalisation. Cengage AU. Lasserre,P.,2017.Globalstrategicmanagement.MacmillanInternationalHigher Education. Morden, T., 2016.Principles of strategic management. Routledge. O'Brien, D., Parent, M.M. and Gowthorp, L., 2019.Strategic Management in Sport. Routledge. Okumus, F., Altinay, L. and Koseoglu, M.A., 2019.Strategic management for hospitality and tourism. Routledge.
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Peppard, J. and Ward, J., 2016.The strategic management of information systems: Building a digital strategy. John Wiley & Sons. Rosenberg Hansen, J. and Ferlie, E., 2016. Applying strategic management theories in public sector organizations: Developing a Typology.Public Management Review.18(1). pp.1- 19. Rothaermel,F.T.,2016.Strategicmanagement:concepts(Vol.2).McGraw-Hill Education. Online Porter'sModelofGenericStrategiesforCompetitiveAdvantage,2018.Available through : <https://www.tutor2u.net/business/reference/porters-generic-strategies-for-competitive- advantage> ScanningtheEnvironment:PESTELAnalysis,2016.Availablethrough:< https://www.business-to-you.com/scanning-the-environment-pestel-analysis/>