Strategic Marketing: Market Audit, Objectives, and Analysis

This presentation provides an overview of strategic marketing for E45, including market audit, competitor analysis, customer analysis, and key strategic marketing objectives. It discusses the market size, trends, and threats, as well as the strengths, weaknesses, opportunities, and threats for E45. The presentation also highlights the significance of stakeholders and concludes with key strategic marketing objectives for the company.

STRATEGIC MARKETING

TABLE OF CONTENT
 INTRODUCTION
 MARKET AUDIT
 KEY STRARTEGIC MARKETING OBJECTIVES
 CONCLUSION
 REFERENCES

INTRODUCTION
 Strategic marketing is by focusing on the strengths
of the company so that the organization can
differentiate itself from competitors.
 Targeting people and converting them into
customers of the companies products and services.
 E45 is a dermatologist cream which is used on
itchy skin, sunburn, soothe dry, etc.

MARKET AUDIT

Market Size and Trends
 The market size of E45 in UK market has analysed with sales
of around 35.5 million pounds.
 It is type of medication which helps to sooth the skin of user.
 Due to many fire hazard deaths of customers the sales of E45
has declined in UK market in 2018 as compared to 2013. This
has also impacted the growth rate of company.
 It is also very essential for company to improve the quality of
business effectively.

COMPETITOR'S ANALYSIS
 Porter's five force model is an analytical tool which helps E45
to understand all the market competition.
 This model analyses uniqueness of company's products which
is creams to increase market share and profitability effectively.
Threat of New Entrants
 Due to increase in the demand in creams and moisturisers there
is a high threat of new entrant for E45 brand in UK market
which can impact the sales and productivity of company.
 However, many new entrants will be discouraged as entering in
healthcare industry is very difficult in UK and company ned to
have all the certificates and licence before starting business.

CONT…
Threat of Substitute Products
 Increase in demand of creams has also reduced the capacity of E45 to meet its demand in UK
market which has increased the threat of substitutes products. Due to innovation in the health c
are industry new products are emerging which can also impact the market share of E45.
Bargaining Power of Buyers
 There is very low bargaining power of buyers of E45 company as there are many products
which help the company to attract more customers. This also increase the market share and
increase competitiveness in UK market effectively. This also help E45 to grow in new market
and increase customer base effectively.

CONT…
Bargaining Power of Suppliers
 The bargaining power of suppliers in health care industry is
moderately low due to many suppliers in the market which provides raw
material to E45. This also helps the company maintain the cost and reduce the
price to increase sales and attract more customer in the business effectively.
Threat of existing competition
 There are many potential competitors in UK market which can
develop the same products. There is a high threat of existing companies as it
can impact the sales of E45 effectively. Company need to increase the research
and development by investing in effective research team to identify alternative
low cost raw material and also innovate their products to achieve competitive
advantage and reduce threat of existing competitors effectively.

CUSTOMER ANALYSIS
Strengths
 There is a faster recovery of the customers skin than the other competitive products in the
market. There is a huge customer base and the trust of the customers in the product. This product
can be very useful for a long run and the improvement is visible within a month or two. The
distribution of the product is making the company have a positive impact for the company which
is making the customer base of the company increase in number.
Weaknesses
 There has to be an investment which is required by the organization so that they can make a
better brand image for themselves which will help the company to grow in the market. Colour of
the product is not so attractive which is why the customers do not want to try this product. The
prices of the products is also very high which is another factor why the company is having a
limited customer base in market.

CONT…
Opportunities
 The company must target the men segment as well so that they can
get more customers in the company so that they can get a
competitive advantage. There are a lot of companies like Nivea,
Ponds, etc. which are in the market and E45 solves the customers
requirement the fastest which is a great advantage for the company.
Threats
 The competitors in the market are changing their products so that
they can compete with E45 in the market which can reduce the
customer base of the company. Racial issues for promoting the
products can be a threat for the company. There is a threat in the
company of new entrants which will make the company have a bad
market for themselves which is going to be very harmful for the
company.

CONT…
Political Factors
 There are a lot of free trade policies in many countries which is a great advantage for E45 but with
European country the trades have a lot of troubles due to Brexit. There were a lot of factors which
were effected in E45 and the company was not being able to do so good financially.
Economic Factors
 The economic factor of the company is stable which is giving the company have a better functioning
for themselves. The economic department of E45 was disturbed by Brexit which is why it is very
essential for the company to have a better functioning for themselves and have changes strategies so
that they can improve this factor.

CONT…
Social Factors
 This is a very appreciated cream in the market and specially for the women
section because they do a lot of research before taking any product and E45
provides their customers with all the necessary products so that they can
select the right brand for themselves. Skin care is a very essential factor for
the customers therefore the products they use also have to be good for the
skin therefore there are decisions which are taken from the customers are
accordingly.
Technological Factors
 There is an increase in the using of technology in the company so that they
can improve the productivity of the company which is going to be very
helpful for the company. The productivity will make E45 reach to the
customers on time and the loyalty of the company amongst customers will
increase.

CONT…
Legal Factor
 The company is following all the legal factors of the company so that they can get
a competitive advantage and also expand themselves in other countries of the world. Safety
of the customers and the labours of the company are taken by E45 so that they can create a
healthy environment to function within.
Environmental Factor
 This is a cream which is very good for a long use for the customers which is not greasy in
nature. The company is not harming the environment as well and the waste of the company is
being disposed off well. The company has a great advantage on the functioning of the
company so that the company can get more loyal customers in the company and to attract
more there are zero footprint carbon which is being followed by the company.

CUSTOMER ANALYSIS
 The targeted customers of E45 are those who are having a skin trouble so that they can find some
difference which will make the company's brand image better.
 Though this product is good for men and women's type of skin but the women prefer taking this brand
more and that is making the company get a great advantage overall which is a great factor for the
company.
 Promotions and pricing of the product is being worked on but the quality of the product is very good for
the customers which is why the company is being able to attract a lot of customers.

STAKEHOLDERS ANALYSIS
Stakeholders Significance
Suppliers They have the essential impact in business
growth by providing low cost raw material.
Investors Investors provided financial resources to E45
company to develop effective products to
increase profit margins.
Employees Employee of E45 helps to increase the
performance of company by doing all the
activities which also attract more customers to
make the loyal (Papadopoulos and et.al.,
2017).

KEY STRATEGIC MARKETING OBJECTIVES
Objectives
 To increase the sales by 20% of E45 by the end of 2022.
 To make the company get a profit by 15% by the end of 2023.
 To make the company have a better market share and improve the advertisement sales by
30% by the end of 2024.
 To improve the productivity of E45 by 35% by the end of 2022.

CONCLUSION
 From the above report it can be concluded that there is a need for company's to analysis
there factors and competitors in market so that there is a better functioning of the
organization in the market.
 Analysis the market is essential so that the decisions which are being taken by the
company would be appropriate for the consumers.

REFERENCES
 Aktas, G. and Sel, Z.G., 2018. A strategic marketing approach. The Routledge Handbook of
Festivals.
 Cegliński, P., 2016. Use of strategic marketing management tools in contemporary
enterprises. Marketing i Zarządzanie. 46(5). pp.9-16.
 Koo, K.R and et.al., 2017, July. THE EFFECTS OF THE FIRM'S STRATEGIC
MARKETING ORIENTATION ON VALUE CO-CREATION AND RELATIONSHIP
PERFORMANCE. In 2017 Global Fashion Management Conference at Vienna (pp. 40-41).
 Lohith, C.P and et.al., 2018. Innovation and strategic marketing-the key factors: a literature
review on Indian micro small medium enterprises. International Journal of Business and
Systems Research. 12(1). pp.53-68.

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