Strategic Marketing: Building Differentiation and Business Opportunities

This document discusses the importance of strategic marketing in building differentiation and business opportunities. It covers topics such as PESTEL analysis, market entry options, market segmentation, and more.

Strategic Marketing

EXECUTIVE SUMMARY
Strategic marketing is one of the most important kind of tool that helps in building the
differentiation effect in products and services by relying on organisational strength to provide
better kind of services to the end users. it is the plan of an organization to turn organisational
target people into the consumers to gain sustainability in potential manner. respective report is
based on the Ashanti marketing solutions to enlarge business opportunities by entering into the
new marketplace. while entering into the new market with new products need to build the
strategies and tactics to pace towards the definite path.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................5
MAIN BODY..................................................................................................................................5
PESTEL ANANLYSIS................................................................................................................5
MARKET ENTRY OPTIONS.....................................................................................................7
Market segmentation....................................................................................................................9
Porter’s generic strategy:...........................................................................................................11
CONCLUSION..............................................................................................................................12

INTRODUCTION
Strategic marketing incorporates the different kinds of marketing and business careers to
make the business profitable by understanding the consumers wants and needs in potential
manner. Strategic marketing also assist in the build off the marketing knowledge to create the
customer centered strategy, plan or approach and marketing campaign for achieving the ultimate
goal that is profitability and sustainability of the marketplace (Wilson and Joseph, 2019). This
assignment rely on the Ashanti marketing solutions which is the marketing organization and
deals to serve consumers by providing various kinds of services such as promotions campaign,
advertising and efforts to build public relations and many more other aspects. Respective
organization to remain competitive wants to enlarge their market with the new product and
services to achieve the desirable outcomes. before commencing business activities into the new
market it is very much potential to evaluate various factors such as PESTEL analysis that enables
to access the external business environment. Before going into the new market organization have
to opt the entry mode by accessing its strength and weaknesses. To serve consumers in proper
manner required to frame the STP that helps to bifurcate consumers demand on various basis.
Lastly it includes the porter’s generic strategy to evaluate effective kind of strategy for
organization.
MAIN BODY
PESTEL ANANLYSIS
In external business environment consist of the various factors that directly influence the
business activities in both positive and negative manner. with the help of PESTEL analysis
organization can be able to accumulate necessary knowledge and information to reach at
potential outcomes that are as follows:
Political factors: In political factor consist of the various kinds of external factors that directly
affect the business works and activities that includes government regulations, entry and exit
strategies and tax regimes and many more (Wilson and Joseph, 2019). In context of UK

marketplace in which Ashanti marketing solutions operated and want to expand in the Germany
market after exploring market and opportunities. It has been analyze that Germany is the fourth
largest contributor in the economy that proved beneficial for the respective organization in
exploring the market opportunities. For utilization of political changes it is very much potential
to evaluate the tax rate that is 30 to 33%,if the taxation rate rises then it negatively affect the
business works and activities in adverse manner. in that regards it is very much important for an
organization to evaluate each and every attribute in effective manner to reach at valid
conclusion.
Economic factor: In economic factor consist of the rate of inflation, interest rate and pace of
economy and various other kind of aspects that directly affect the business works and activities.
While operating in the new market place it is very much important for an organization to
evaluate respective attributes in order to gain important kind of insights. In context of Ashanti
marketing solutions, with the commencement of Brexit organization have to encounter no. of
problems or issues that hinders self interest of organization in negative manner (Turner and et.al.,
2019). due to the Brexit organization encounter the problem in finding the talented personnel
within the organization and it decreases the disposable income of consumers that directly affect
the profitability of organization. In that regards it is very important for organization to develop
the product as per the consumer needs and wants.
Social factors: In social factors consist of change in the consumers needs and wants that are
directly impact on the profitability and sustainability of the organization. in context of Ashanti
marketing solutions before operating in the German marketplace with the new product that is
development of web that helps to organization to show case important kind of knowledge and
information in front of consumers so that by evaluating the same can take purchasing decisions
in potential manner.
Technological factors: In technological factors consist of the usage of highly advance kind of
tools and techniques that plays very much important role in providing products and services in
highly advance manner that enhance their living standard (Sophocleous, Masouras and
Papademetriou, 2019). In context of Ashanti marketing solutions by using the Java script to build
advanced kind of websites and apps that is very important to provide one of best experience to
their consumers.

Environmental factors: In environmental factors consist of efforts by protecting the
environment and any other factors that are very much potential for organization to operate in
successful manner. in context of Ashanti marketing solutions they invest lot of time and efforts
in the CSR activities that are not only proved beneficial in gaining profitability but also build
distinctive image in front of consumers.
Legal factors: In legal factors consist of rules and regimes that need to follow by organization
that operated within the UK marketplace (Shalender and Yadav, 2019). in context of Ashanti
marketing solutions it has been evaluated that various kinds of regulations on operations and HR
practices need to follow while operating business activities. Respective regulations directly
contributes in systematically assign and allocate roles and responsibilities to each and every
individual in gaining potential outcomes.
From the above discussion it has been summarized that PESTEL analysis is very much
important for an organization as it provides the important kind of insights and information that
directly contributes in taking decisive decisions.
MARKET ENTRY OPTIONS
For an organization it is very much important to evaluate one of best entry modes before
entering into the market to reap potential outcomes. there are various kinds of entry modes that
are adopted by organization to obtain crucial kinds of results. Here are the various kinds of
market entry options that can be selected after collecting potential knowledge about them:
Strategic alliance: Strategic alliance is one of most important kind of market entry option that
adopted by various organization to obtain desirable outcomes. SA is shows the coordination and
cooperation in between the two or more than two liberal firms that joint hands for obtaining
potential outcomes (O'brien, 2019). there are various kinds of sub entry options come under the
strategic alliance that are joint venture, market equity strategic alliance and non equity strategic
alliance. To reach at desirable goals and objectives it is very much potential for an organization
with the help of senior managers to evaluate the pros and cons of respective entry mode options
in proper manner that are as follows;
Positive aspect: The most positive aspect behind using respective entry mode strategy that helps
to organization to collaborate with other firm to operate current business options in proper

manner (Noci, 2019). the another one more important aspect that it provides ease to enter or exit
from the business dealing in very frequently that is very potential for organization.
Negative aspect: It has been analyze that each and every aspect has both the positive and
negative aspect that need to be evaluated to build strategies and tactics against it. In context of
SA sometimes partners get misrepresent the information in front of other firm that directly
harms on its dignity and reputation adversely.
Mergers and acquisition: M&A is the another important kind of entry mode option in which
two or more than two enterprises jointly contribute own self interest in one single unit to reap
important kind of advantages. In that regards it has been analyze that it is very much potential for
an organization to build a distinctive image in market place that proved beneficial in gaining
higher level of profitability and sustainability (Mogaji, Maringe and Hinson, 2020).. While
choosing respective entry mode it is very significant to consider that both organization have the
same self interest and products.
Positive aspect: The most important aspect that reap by the organization by using respective
entry mode option that it provides suitability to organization in purchasing raw material that
proved beneficial in transformation into finished goods. Respective factor directly helps in
saving cost and time factor by aligning the business goals and objectives.
Negative aspect: It is observed that to align with other organization it is very much potential to
have the close relationship with other firm that is not possible for any firm. It required a lot of
efforts and money to combine oneself with other firm.
Foreign direct investment: FDI refers to the investment of an individual or organization more
than the ten percent in the foreign nation (Kingsnorth, 2019). By using respective entry mode
option organization can reap important kind of advantage that is it acquire the ownership of the
other nation in positive manner. it assist in aligning one self in day to day operation of other
nation to enlarge business opportunities in positive manner. to take appropriate kind of decision
it is very much potential to analyze the both positive and negative aspect of it:
Positive aspect: It has been analyze that FDI Proved beneficial for both side of economy as it
contributes in development and for raising the living standard by providing products and services

in their one of best manner. by using it organization can achieve extra benefit of cost and serving
large no. of consumers potentially.
Negative aspect: there are some disadvantages that associated with the FDI that it hinders self
interest of various organization by using it organization crisis also from one another due to the
presence of FDI in marketplace.
From the above discussion it has been evaluated that for an organization and its team
need to collect appropriate kind of knowledge and information before enlarge business
opportunities in the foreign marketplace (Harwood and Murray, N., 2019). In context of Ashanti
marketing solutions, which operates relatively at small level and not have much resources to
prosper their market at wide scale. In that regards they can avail the strategic alliance in which
joint venture proved beneficial for them to reap the important outcomes in potential manner.
Market segmentation
Market segmentation is very much important tool for the organization that assist in divide
the consumers on basis of their needs and demand in order to serve them in one of best manner
(Ginaya and et.al., 2019). by using it organization can be able to respond in positive manner in
against of same likings and demand of people to provide one of best experience to them. in
context of Ashanti marketing solution by using STP model organization can be able to divide the
consumers needs on various basis that are as follows:
Segmentation of market: for an organization to divide their potential market on the various
backgrounds to serve consumers in one of best manner that are as follows:
Demographic segmentation: In respective kind of segmentation consist of evaluation of
consumer wants on basis of their level of income, gender and spending habits. In context of
respective organization their all consumers are other marketing organization that wants to build
the website to reach at large no. of consumers and they majorly are from high income group.
Geographical segmentation: In respective kind of segmentation consist of the targeting the
specified area to serve the consumers in one of best manner. in that regards they select Germany
to serve their consumers in one of best manner (Efstathiou, Efstathiou and Psychopoulou, 2019).

Behavioral segmentation: In respective kind of segmentation consist of the way to divide
consumers taste and preferences by considering their behavior. In context of Ashanti marketing
solutions by examining that consumers always wants to purchase products that are available at
reasonable price range and it also proved beneficial for organization to reach at large no. of
consumers in potential manner.
Physiological segmentation: In physiological segmentation consist of the evaluation of
consumers attitude, level of interest towards organisational products and services and many
more other kind of aspects that plays very much important role in framing products and services
as per the consumer choice and preferences. It has been evaluated that in context of Ashanti
marketing solutions people largely demand the technologically advance kind of products and
services that directly contributes in enhancing their level of experience in potential manner.
Targeting: In respective factor consist of the potentially segment the market by considering the
way to target consumers on the basis of their demand and wants to serve them in one of best
possible manner. before targeting people it is very much important to collect important kind of
knowledge and information from the various sources (Deffner and et.al., 2020) . In that regards
by using PESTEL, Key performance indicators and other kinds of tools provide necessary
knowledge and information to organization in taking appropriate decision. By collecting
information it has been evaluated that the consumer of respective organization are group of
individuals that serve the other consumers. They are giants in market and want to build their
website to provide knowledge and information to the potential consumers. In that regards by
effectively collecting their areas of interest and income group they proficiently can serve in one
of best manner.
Positioning: The last stage of the STP model consist of the position organisational products and
services in the whole market for gaining the large market share in order to remain competitive in
marketplace. positioning related with the collaborating the unique selling proposition with the
products and services by asking questions from oneself the reason behind purchasing of
consumers the organisational products and services (Çınar, Yetimoğlu and Uğurlu, 2020). in that
regards it is very important for an organization to collect necessary knowledge and information
on the basis provide one of best products and services to the end users.

It has been analyze that respective segmentation, positioning and targeting is very much
important for an organization as it assist in serving the consumers in best possible manner. it
builds the strong relationship with the consumers that is positive symbol of profitability and
sustainability into the marketplace. in that regards with the help of researchers organization have
to collect potential knowledge and information of consumers for serving them in best possible
manner.
Porter’s generic strategy:
Porter’s generic strategy is one of most important kind of tool and technique that provide
the information to consumers regarding factors that helps to serve consumers in best possible
manner. Majorly three kinds of generic strategies available that shows the path on which
organization pace towards for achieving organisational goals and objectives that are as follows:
Cost leadership: In respective kind of strategy organization set one of best price for their
consumers that are relatively low from their fierce competitors and assist in gaining competitive
edge. Before adopting the cost leadership it is very potential to evaluate the structure,
organisational hierarchy and many more other important factors as it largely rely on it.
Differentiation: In Differentiation generic strategy consist of the adaptation of the most unique
and value enhancing attributes that are rare in nature (Butkouskaya, Llonch-Andreu and Alarcón-
del-Amo, 2020). By using respective strategy organization can be able to attract attention of
large no. of consumers in potential manner. in unique proposition consist of attractive
promotional events, bifurcation of market in appropriate manner and best customer serving and
many more. By using respective tools organization can be able to build a unique perception in
mind of their consumers in order to serve them in best possible manner.
Focus: In respective generic strategy consist of the setting the choice of consumers in narrowly
manner in order to serve them in best possible manner. in respective positioning of market
consist of evaluate the needs and wants of consumers at small scale and build products as it fit
per their choice and preferences. By using respective generic strategy organization can be able to
serve consumers in best manner that helps to gain sustainability and profitability in marketplace.
respective strategy proved beneficial while organization have limited resources and it want to
gain competitive advantage by it. In that regards it is very much important for an organization to

collect necessary knowledge and information in regards of consumer in order to evaluate their
needs and wants in one of best possible manner for serving them (Boso and et.al., 2019). in that
regards researchers plays very much important role as they contributes in collecting the potential
knowledge and information regarding market and consumers so that can gain desirable
outcomes.
In context of Ashanti marketing solutions one of best tool of generic strategy that availed
by them is focus. By using it organization can be able to focus on the segment by building
products and services as per their choice and preferences in order to remain competitive in
marketplace.
CONCLUSION
From the above report it has been concluded that business strategies plays very much
important role within the organization as it direct employees and others to pace towards in
definite direction. It is very crucial for an organization to find out always opportunities to enlarge
business. To adopt the opportunities, before it potential to collect necessary knowledge and
information that directly contributes in decisions making of organization. there are no. of tools
that directly contributes in organisational development such as external business environment,
internal capabilities, competitors analysis and at last the segmentation of consumers in order to
gain desirable outcomes. after evaluating respective factors organization need to measure the
outcomes that reap out of them to embrace positive improvements.

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