Strategic Marketing for Ashanti Marketing Solutions Limited

This report focuses on the marketing solution provided by Ashanti Marketing Solutions Limited to enter the Australian market with new web development services. It includes a PESTLE analysis, modes of market entry, marketing segmentation and targeting, and Porter's generic strategy.

STRATEGIC MARKETING

TABLE OF CONTENTS
EXECUTIVE SUMMARY.........................................................................................................................1
INTRODUCTION.......................................................................................................................................1
Pestle Analysis........................................................................................................................................1
Modes of Market Entry...........................................................................................................................4
Concept of marketing segmentation and targeting..................................................................................5
Porter’s Generic Strategy........................................................................................................................6
CONCLUSION...........................................................................................................................................9
REFERENCES..........................................................................................................................................10

EXECUTIVE SUMMARY
This report has focused upon provision of marketing solution provided by Ashanti Marketing
solutions Limited who wants to enter into new market of Australia with new website development service
that they have commissioned recently. This report has further focused upon macro and micro
environmental analysis of Ashanti Marketing solutions Limited, identification of market entry mode that
can be used by Ashanti Marketing solutions Limited for entering into Australian market.
INTRODUCTION
Strategic marketing can be defined as a kind of marketing plan that helps business organizations
in identifying ways though which they can reach that targeted customers for providing products and
services to targeted customers. Marketing strategy is one of the most important part of business plan in
order to increase awareness of products and services manufactured and sold by organizations. Marketing
strategy also helps in reaching potential customers for enhancing overall sales of their products. This
strategy also helps in achievement of marketing objectives in an appropriate manner. This assignment will
lay emphasis upon marketing solution provided by Ashanti Marketing solutions Limited to enter into new
market of Australia with new web development service that they have commissioned recently. This
assignment will focus upon covering macro-environmental analysis, modes of market entry, market
segmentation and targeting and porter’s generic strategy.
Pestle Analysis
Pestle analysis is based on the important framework for strategic planning. It is mainly used to by
strategic planner and analyse macro environment factors that affect in the “Ashanti Marketing solutions
Limited” company. Pestle stands for political, Economic, social, technological, environmental and legal.
Political Factor
This factor is related to government policy that can directly effect on the Ashanti Marketing
solutions Limited enterprise such as new legislation, regulatory shifts. For Example- Ashanti Marketing
solutions Limited firm has been expanding the business in Australia markets by using web development
service. There are identified the both positive as well as negative impact on “ “Ashanti Marketing
solutions”. In Australia, it is one of powerful country which marked by political stability which has been
consider as great strength for both “Ashanti Marketing solutions” business and nation (Chepulis, Everson
and Mearns, 2020). This country has been focused on the foreign direct investment. Despite, some hidden
corruption in political structure but they do not affect policies and procedures of country which can
manipulate the business enterprises. In context of negative impact, some of political issues which have
directly affected Ashanti Marketing solutions limited in Australia. In order to create as uncertainties and
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political debate. “Ashanti Marketing solutions ” company will be affected by international regulations.
Therefore, process of decision-making will be manipulated.
Economic Factor
There is high economic growth which help for “Ashanti Marketing solutions ” company to attain
more success in global marketplace. It help for developing as strong market that consistent way to
maintain coordination between employee and customers. In context of positive impact, Ashanti
Marketing solutions Limited is entering in Australia which has limited stable economy. In this way, it has
been created some uncertainties for economic landscape of nation. Therefore, Australian government had
taken necessary steps to improve current situation or condition. In context of negative impact, price of
“Ashanti Marketing solutions ” Web development services popularity was rising in Australia. In this way,
it has been reduced the economic condition in Australia while identifying competitive pressure, civil
supply and demand. It will definitely impact on the cost or price strategy within “Ashanti Marketing
solutions ”.
Social Factor
In Australia, large population is highly educated, skilled where they are living in particular
standards which become higher cultural diversity. In this way, it help for “Ashanti Marketing solutions ”
to establish business in market when entering in Australian marketplace. The positive impact of “Ashanti
Marketing solutions ” which most accumulated in different regions (Fernandes and et.al., 2020). There is
high diversity so that company can get more opportunities to target different customer segmentation by
launching customised web development service. It will help for identifying local skilled or experienced
employee which will meet the expectation of all human resources. On the other hand, threat for “Ashanti
Marketing solutions”. In Australia, living standards of people is higher so that they can demand in
marketplace. So as negative impact on the labour.
Technological Factor
In recently, Business needs to be proper investment in the modern technological infrastructure
with Australia which can provide offer “Ashanti Marketing solutions” for doing business. in this way, it
can enter into Australian markets through launching a customised web develop service. In context of
positive aspect, Australia is one of advanced country which has adopted modern technology in all
possible manner. in fact, government has invested in advancing technological infrastructure within
Australia. It help for “Ashanti Marketing solutions ” firm to adopt new technique or method to expand
business in Australia.
In context of negative perspective, “Ashanti Marketing solutions ” can meet the demand of
oversees consumers with help of online medium. But At certain level, Ashanti Marketing solutions
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Limited firm does not have properly handled the infrastructure to use in fast broadband facilities. it allows
the client to gather or collect better delivery services.
Legal Factor
This type of factor is related to change in taxation policies, trade fair and right of employee. in
this way, many consumers are affecting within business of “Ashanti Marketing solutions ” greatly. Legal
sections of Australia, there is no specific aim to enter in marketplace (Hijazi and Alfaki, 2020). In context
positive impact, different legal policies and procedures which are basically followed by “Ashanti
Marketing solutions in Australia. It includes employee rights, licensing for operates business and other
regulation. In context of negative impact, “Ashanti Marketing solutions ” will affect by regulation of
Australia along with rules and regulation.
Environmental Factor
Recently, it has been changing the factors which manipulating “Ashanti Marketing solutions ”
firm to change their production strategies, when they are operating business through web development
within Australia. It will be increasing issues such as green economy, pollution that have created barrier in
entering in market of Australia.
In context positive manner, the economic activity of Australia completely impacted on the
“Ashanti Marketing solutions” environment however, government has made some significant
improvement to reduce negative impact of business. In context of negative aspect, “Ashanti Marketing
solutions” have faced issue regarding lack of coordination so that provide the best quality of Customised
web development services.
Modes of Market Entry
When an organization wants to operate at global level and wants to enter into market of another
country, they need to focus upon adopting an appropriate mode of market entry. There are many different
kinds of modes of market entry that can be focused upon by ASHANTI MARKETING SOLUTIONS
LIMITED in order to enter into market of Australia.
Three most suitable mode of market entry for ASHANTI MARKETING SOLUTIONS LIMITED
are as follows:
Joint Venture: It is a kind of partnership two companies together creates a third independently managed
organizations (Modes of Market entry, 2017). This mode of market entry can be used when two
companies agree to work together in a particular market. In this mode all kinds of problems and risk are
shared by both the organizations equally. In order to enter into market of Australia ASHANTI
MARKETING SOLUTIONS LIMITED can focus upon joint venturing with a local organization and
expand their products and services in Australia. Some of the main advantages of Joint Venture are:
Accessibility to required resources can be increased, any kind of risk or loss are shared by both the
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companies (Lacy-Nichols, Scrinis and Carey, 2020) But this mode of entry has some disadvantages as
well such as: flexibility in this method is restricted, equal involvement of both the companies is quite
difficult. But one of the main disadvantages of this method is that objectives of a joint venture are never
100 percent clear or main objectives are rarely communicated to all the peoples of both the organizations.
Merger and acquisition: It are another mode of market entry in which consolidation of two companies is
involved. Organization can focus upon merging with another company in order to entry into the chosen
market (McEachern, 2020). ASHANTI MARKETING SOLUTIONS LIMITED can focus upon merging
with a local company in Australia in order to sell its products in Australia. It easily helps the organization
in transferring current technology used by local organization which whom merger has taken place. In
acquisition, Organization can focus upon taking over or acquiring a local business in Australia.
Acquisition can directly help ASHANTI MARKETING SOLUTIONS LIMITED to take over existing
business and technology used by them. Merger and acquisition will help ASHANTI MARKETING
SOLUTIONS LIMITED to develop brand image in Australia in a shorter duration of time. Not only this,
it will further help them in gaining a larger footprint in market in short duration of time. Merger and
acquisition can take place in terms of whole business, assets, exchange of shares etc. Some of the main
advantages of Merger and acquisition are as follows: helps the organization gaining power and control
over chosen market, economies of scale are formed by sharing resources and services. But one of the
main advantages is that it provides tax benefits increase monetary leverage and utilize alternative tax
benefit. But this method has some disadvantages as well, such as: it can lead to less choice of consumers,
it can further lead to loss of jobs and prevents economies of scale.
Franchise Model: It is another market entry mode in which organization engage with local business
organization under franchisee agreement. In this franchisee provided by the local foreign brands but resit
of the areas like marketing, brand promoting product idea sales are overseen by parent company. But in
this long tern business success completely depends upon relationship between both the companies. When
this mode of market entry is adopted it becomes important for Organization to choose an appropriate and
right partner who is interested in growing the business and interested in establishing themselves in an
appropriate manner in the new foreign market (Nguyen, Romaniuk and Faulkner, 2020). Ashanti
marketing solutions limited can focus upon adopting Franchisee model and create a franchisee agreement
within a local business. Some of the main advantages of this model of market entry are: this model of
entry has lower risk of failure. But this model also has some disadvantages as well like: the model has
more advantage for the partner organizations. It is not suitable for company to entry into a new market
within products and services. In this marketing expenses and advertising expenditure is quite high.
Recommended mode of market entry
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From the above discussion it is clear that there are various market entry modes for Ashanti
marketing solutions limited in order to enter into market of Australia. But has been identified that all the
three modes have their own advantages and disadvantages. Out of all the three modes, mergers and
acquisition is one of the best modes of entry for Ashanti Marketing solutions Limited. This mode of
market entry will provide Ashanti Marketing solutions Limited with a control over market of Australia
and will make it much easier for them to establish their business in Australia and can also help in forming
economies of scale because most of the services, resources and technologies will be shared by them. It
will also help in providing various kinds of tax benefits to Ashanti Marketing solutions Limited like
increasing monetary leverage, utilize alternative tax benefit and many more. This become easier for
Ashanti Marketing enterprise to provide the service of individual people for customizing the web
development.
Concept of marketing segmentation and targeting
Segmentation, targeting and positioning also known as STP is one of the most important concept or
strategic approach in marketing. It is helpful for organizations in creation of marketing communication
plans. It helps a firm in prioritizing propositions by developing and delivering personalised messages in
order to engage with their target customers. It can be used by organizations for evaluating potential target
market of the organization (Segmentation, targeting and positioning, 2020). The main objective of
Ashanti Marketing solutions Limited is to expand their business with new products and services in
Australia for selling their customised web development services. For this it is important for them to
evaluate their potential target market in an appropriate manner. For this STP is one of the most
appropriate concepts that can focused upon and used by them. Main marketing strategy of Ashanti
Marketing solutions Limited is to provide custom design website development solution to all small and
medium sized organizations.
Segmentation
In this market segmentation is identified that will be focused upon by the organization.
Segmentation strategy used by Ashanti Marketing solutions Limited is smart approach in order to enter
into market of Australia with customer design website development service. Segmentation of Ashanti
Marketing solutions Limited for entering into market of Australia is: geographic segmentation focused by
tem is market of Australia in both Urban and rural areas (Testa and et.al., 2020). Demographic
segmentation focused upon by them is small and medium sized organizations who want to develop their
own customer designed websites.
Targeting
Targeting helps the organization to target a specific segment of people. This is done on the basis
of market size, potential and difference between current segments. Ashanti Marketing solutions Limited
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will be targeting both urban and rural areas of Australia for providing customer designed website
solution. Demographic segment people targeted by Ashanti Marketing solutions Limited are small and
medium sized organizations.
Positioning
Positioning of product focus upon dealing within individual elements of marketing mix for
attracting target segment of customers of Australian market. It is the last element of STP that helps in
making product unique for target customers by providing distinct benefits. Positioning strategy that can
be used by Ashanti Marketing solutions Limited for attracting target segment customers is price positing
strategy (McEachern, 2020). There are various kinds of organizations that provide customer design
website development service but there are extremely lower number of organizations that provide these
services at lower cost. This will help Ashanti Marketing solutions Limited in attracting their targeted
customers and will further help them in establishing themselves in the new chosen market of Australia.
Current Covid-19 situation more number of organizations are focusing upon enhancing their online
presence so this positioning strategy will help them in attracting their target customers.
Porter’s Generic Strategy
Ashanti Marketing solutions ’s company can understand the competitive advantage by Michael
Porter’s generic and intensive growth model (McEachern, 2020). Basically, this organization has adopted
the combination of cost leadership, focus strategies and differentiation to handle competitive pressure.
Porter’s generic strategic is basically combined with scope of different activities in which
organization seeks to achieve them, leads as three strategies for achieving above performance of industry
into another nation.
Cost leadership
This type of strategy involves gaining a competitive benefit, advantage by reducing price or cost.
In case, it can apply this cost leadership in “Ashanti Marketing solutions ” company uses for consumer
markets. Cost leadership strategies will support for consideration as primary objective to preserve the
market leadership position by using value chain management. This strategy will allow for “Ashanti
Marketing solutions ” firm to expand their market share in Australia (country), targeting middle class
which makes largest proposition of entire customer mix. Middle class people can give more preference to
price factors so that this strategy will help for establishing a strong relationship with client.
“Ashanti Marketing solutions ” company is mainly focused on the affordability and accessibility
of different produce across global world. It help for increasing high brand awareness, sales growth in
Australia. On the other hand, low price/cost is changing in term of production and also increasing supply
chain efficiency. “Ashanti Marketing solutions ” firm have frequently offer discounts, coupons in order to
achieve sales target and handle competitive pressure by its closest rival.
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Differentiation
It is also another type of strategy to build a competitive advantage, benefits. “Ashanti Marketing
solutions ” company uses this differentiation in combination with cost leadership strategy. It help to
achieve growth objectives. The adoption this strategy by “Ashanti Marketing solutions ” and allow to
expand the business on Australia. It emphasizing over the unique customised web development services
“Ashanti Marketing solutions ” Strategic objective of using differentiation by embedding the innovation.
For Example- Ashanti Marketing solutions Limited can launch customised web development services in
Australia market and enter in business while targeting potential consumers.
“Ashanti Marketing solutions ” company position its web development offering in different way
to stand out and different from alternative availabilities. Being as experienced brand with strong
footholds, that why, uses differentiation strategy to reduce pressure within Australian marketplace.
Focus strategy
This type of strategy is based on the competitive that motivate or encourage “Ashanti Marketing
solutions ” firm to concentrate their all essential resources. Afterwards, it will be expanding their business
in Australia through customised web development services. It can help to target the consumers and adopt
focus strategy. Through this, “Ashanti Marketing solutions can serve particular market segments and base
their competitive advantage within niche marketing.
“Ashanti Marketing solutions adopt the focus strategy in context of both low price/cost and
providing the best value. The low cost focus strategy is adopted by serving as need of market segment in
lowest price. This can possible when adopted focus strategy by emphasizing over size, design and
preference of consumers. Launch a customised web development service in which can easily attract more
consumers in Australia. Therefore, it can easily meet expectation level of consumers in markets.
By focusing on web development attributes, “Ashanti Marketing solutions ” revise it’s their branding
strategies which bring continuous change in web development services and also satisfy the consumer
small level expectations, also increasing the value for money.
In above discussion, it has been described about the different three different strategies that applicable
for gaining competitive advantage (McEachern, 2020). As per analysis, it has chosen the cost leadership
strategies that provide benefits to target more consumers in global marketplace. Cost leadership strategies
are easily targeting middle class families, who are conscious about the cost/price of particular items.
Ashanti Marketing company use web development service to expand the SMEs business in Australian
marketplace.
CONCLUSION
From above discussion, it has concluded that Strategic marketing plays important role in the
organization that always supports for identifying need or requirement to potential consumers. In this
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report, it has been targeted the Australian people by using customized web development services of Small
or medium enterprise. They can use themselves to explore their business in global marketplace.
Afterwards, it has been increasing awareness of web development service among potential people.
Furthermore, this strategy has supported the organization in order to achieve their desirable goal or
objective. It has been analysed the current situation or condition of ASHANTI MARKETING
SOLUTIONS LIMITED company through pestle analysis. It emphasis upon marketing solution provided
by Ashanti Marketing solutions Limited to enter into new market of Australia with new with the help of
customized web development services. However, it can be considered the macro-environmental analysis,
modes of market entry, market segmentation and targeting and porter’s generic strategy.
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REFERENCES
Books and Journals
Chepulis, L., Everson, N. and Mearns, G., 2020. The nutritional content of children’s breakfast cereals: a
cross-sectional analysis of New Zealand, Australia, the UK, Canada and the USA. Public Health
Nutrition. 23(9). pp.1589-1598.
Fernandes, L. and et.al., 2020. An Overview on the Market of Edible Flowers. Food Reviews
International. 36(3). pp.258-275.
Hijazi, R. and Alfaki, I., 2020. Reforming Undergraduate Statistics Education in the Arab World in the
Era of Information. Journal of Statistics Education. 28(1). pp.75-88.
Lacy-Nichols, J., Scrinis, G. and Carey, R., 2020. The politics of voluntary self-regulation: insights from
the development and promotion of the Australian Beverages Council’s Commitment. Public Health
Nutrition. 23(3). pp.564-575.
McEachern, M., 2020. Food Marketing Ethics. In The SAGE Handbook of Marketing Ethics (pp. 354-
366). SAGE Publications Ltd.
Nguyen, C., Romaniuk, J. and Faulkner, M., 2020. When retailers and manufacturers advertise together;
examining the effect of co-operative advertising on ad reach and memorability. Journal of Retailing
and Consumer Services. 55. p.102080.
Testa, R. and et.al., 2020. Are alternative food networks winning strategies to increase organic SMEs
profitability? Evidence from a case study. International Journal of Globalisation and Small
Business. 11(1). pp.65-82.
Online
Modes of Market entry. 2017. [Online]. Available though: < http://www.bidc.org/exporters/growing-
your-exports/market-entry-modes>
Segmentation, targeting and positioning. 2020. [Online]. Available though:
https://www.smartinsights.com/digital-marketing-strategy/customer-segmentation-targeting/
segmentation-targetingandpositioning/
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