Strategic Marketing: Adaptation and Standardisation of Marketing Mix

STRATEGIC MARKETING

Executive Summary
Strategic marketing is basically a step by organisation for conducting different activities
of marketing strategically in the market place. In current highly competitive market place, each
business has to consider this strategic marketing to gain better outcomes. This report discusses
the topic of strategic marketing with its different aspects.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
Adaptation and standardisation of marketing mix.......................................................................3
Customer brand equity model......................................................................................................5
Integrated communication mix and methods...............................................................................7
Measurement of success..............................................................................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Strategic marketing is the key practice by the marketing functional department of an
organisation. Basically, strategic marketing helps to a business for effectively promoting its
brand at the large market scale. In this dynamic world, upper management of many companies is
very aggressive to make their ordinary marketing function to effective or strategic marketing
function, because strategic marketing always contributes in achieving different decided
objectives on time of the business (Ritch, 2018). This report discusses strategic marketing aspect
of Arcadia Group. Basically, Arcadia group is a UK based retail business which generally offers
clothes, shoes and other fashion accessories to different customers. The headquarter of company
is situated in London, United Kingdom. This report discusses adaption and standardisation of
marketing mix strategy. There are CBBE (customer-based brand equity) model and integrated
communication mix and methods also has been covered in this report.
MAIN BODY
Adaptation and standardisation of marketing mix
There are adaption and standardisation of marketing mix is very necessary to a brand
right now, because marketing mix is the strategy that enables ventures to gain very appropriate
results in the market place. Currently upper management of Arcadia Group has decided to
expand its brand in Switzerland’s fashion industry by introducing is new premium range of
clothes. In this situation, upper management have to order its marketing management for quickly
adopting the strategy of marketing mix in its daily operations for gaining better outcomes in
different marketing segments of Switzerland after selling its new premium clothes.
Marketing mix strategy
Basically, marketing mix is the strategy of marketing which enables businesses for
systematically attract many new customers towards own brand (Khatri, 2016). In this dynamic
and modern world, almost all businesses have considered this strategy of marketing in their
respective workplace, and this is why they are gaining very positive outcomes as well. Marketing
mix strategy is generally known as the 7Ps of marketing mix strategy, because it projects six