Strategic Marketing: Analysis and Tactics for Competitive Edge

Strategic Marketing

Executive Summary
Strategic Marketing is done in order to target a specific market. It is very useful for the
companies to make sure that they are able to target a right market for their particular product or
service. By doing this firms can earn higher level of profits in the future time period by getting a
competitive edge over their different competitors. In this report, various aspects related to
strategic marketing of an organization will be discussed. Analysis will be made on the tactics that
should be used to acquire a strategic edge over competitors

Contents
Executive Summary.....................................................................................................................................2
INTRODUCTION.......................................................................................................................................4
MAIN BODY..............................................................................................................................................4
Macro-environment factors.....................................................................................................................4
Modes of market entry that could be suitable to Arcadia Group..............................................................7
Concepts of market segmentation and targeting......................................................................................8
Porter’s generic strategy..........................................................................................................................9
CONCLUSION.........................................................................................................................................10
REFERENCES..........................................................................................................................................11

INTRODUCTION
Strategic marketing refers to the activities which are undertaken by an organization in its
marketing for getting a competitive edge over its rivals in the future (Hollebeek, Conduit and
Brodie, 2016). Therefore, this can allow the companies to maximize their level of profits easily
by taking an appropriate route. It has to done effectively and efficiently so that a strategic edge
can be acquired without issues and problems. For this report, Arcadia Group has been selected
which is a British multinational company provides different kind of clothing products to its
customers. The organization wants to open a store in Switzerland and wants to introduce a new
premium line of clothes there. In this assignment, specific analysis will be made on macro-
environment factors affecting the firm, models of market entry which the firm can choose.
Additionally, the concept of market segmentation and application of Porter’s Generic Strategies
will be discussed as a part of this project.
MAIN BODY
Macro-environment factors
Macro-environment refers to the external forces which can impact the level of
profitability of an organization (The Macro Environment- Six Forces In The Environment Of A
Business, 2015). The factors related to it can be analyzed using PESTEL analysis. It is explained
in the context of Arcadia Group as follows-
Political factors- These are government policy, political stability and corruption
(Josephson, Johnson and Mariadoss, 2016). In Switzerland, there is a relative political stability
which can allow Arcadia Group to target its customers there and earn profits.
 Opportunity- If the government of Switzerland brings a stable policy regarding
businesses then it will positively influence Arcadia Group.
 Threat- If there is political instability arising in Switzerland then it will lead to creation
of problems and issues for Arcadia Group.
 Solution to threat- By providing the right products to the customers Arcadia Group can
keep itself safe in any political situation.