Strategic Marketing: Macro-Environmental Analysis, Market Entry Options, Market Segmentation and Targeting, Porter's Generic Strategies

Strategic Marketing

Table of Contents
Executive Summary.........................................................................................................................3
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
Macro-Environmental Analysis...................................................................................................4
Market Entry Options......................................................................................................................7
Apply the concept of market segmentation and targeting for critically evaluating the potential
target market....................................................................................................................................9
Demonstrate Porter’s generic strategies which helps to gain competitive advantages..................10
RECOMMENDATIONS...............................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

Executive Summary
Strategic Marketing is used by the organizations so that they are able to get a strategic
edge within the market. It has to be used specifically so that a right strategy can be framed for
getting ahead of the various competitors. The managers of an organization are required to use it
effectively and efficiently using the right techniques to get the required benefit from using it. For
it, it is necessary to outline the objectives which will be achieved by the company in a particular
time period and the methods it will adopt for doing so.

INTRODUCTION
Strategic Marketing is a process which is used to develop specific strategies and use
certain tactics so as to get ahead of the competitors in the market (Burford and Chan, 2017). This
has to be used by the marketing managers for the purpose of developing a specific strategy for
marketing. If used correctly this is going to benefit the company a lot by ensuring an increase in
its sales and maximization of its profits. For this report, Wilko has been considered which a
British Company is dealing in homewares and other household items. It is considering
diversifying its business to New Zealand where it will bring some new products in the market. In
this assignment, specific and detailed analysis will be made on macro-environment factors which
affect a firm, modes of market entry, application of concepts of market segmentation. Also,
application of Porter’s generic strategies will be done as a part of this project.
MAIN BODY
Macro-Environmental Analysis
Macro-Environment factors are required to be considered by the organizations because
they can impact its marketing strategy both in the short-run and the long-run (Felix, Rauschnabel
and Hinsch, 2017). These factors can be analyzed with the help of PESTEL analysis. The
analysis in the context of Wilko is as follows-
Political factors- These are government policy, political stability and corruption. These
factors impact Wilko because they are required to be analyzed effectively and efficiently so as to
obtain a strategic edge.
 Opportunity- The government policies in New Zealand are in the favor of the businesses
and thus this creates an advantage for Wilko because it can help it in earning more profits
in the future.
 Threat- If the government increases the tax rates in New Zealand then the profits of
Wilko will reduce leading to the creation of disadvantage for it.