Strategic Marketing for Ashanti Marketing Solutions Limited

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
1

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
2