Marketing Strategy Analysis and Research

This assignment delves into the realm of marketing strategy, analyzing different approaches and their effectiveness. It examines concepts like market segmentation, digital marketing, stakeholder marketing, luxury branding, export marketing, and the impact of capabilities on performance. The provided research papers offer insights into these areas, guiding students in understanding contemporary marketing trends and best practices.

Strategic Marketing

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................2
TASK ..............................................................................................................................................2
PESTLE analysis.........................................................................................................................2
Market Entry Option...................................................................................................................4
Market segmentation...................................................................................................................6
Porters generic strategy...............................................................................................................7
CONCLUSION................................................................................................................................9
REFERENCES .............................................................................................................................10

EXECUTIVE SUMMARY
This project is describing about introducing new branded clothing product in Poland to
expand their business in large market area. The company main target is attract every age group
people who are like to eat chocolates with different flavours. There are internal and external
environment which directly affect their decision of introducing new product in the new market
place of Poland. Therefore, organisation can successfully launching specific new product in the
market of Poland with the help of acquiring support from their existing business concerns which
are established in Poland country.
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INTRODUCTION
Strategic marketing is that way where company effectively differentiated itself from other
rivals by capitalising their strength for providing consistently better value to their customers
rather than its competitors. It help in identifying the customers needs and also create effective
marketing plan for achieving the customers satisfaction, improving firm performance and
increasing profitability. It will assist in communicating with targeting the customers through
adopting strategic marketing (Baker, 2014). It is more helpful for organisation who decide to
introduce new product in the market so they can maintain the huge customer base. The report is
based on Arcadia group which is British multinational retailing company and it is situated in
London, united kingdom. The main purpose of this project is to analyse internal and external
environment which may restrict or motivate the company to follow predetermined strategies and
planning.
TASK
PESTLE analysis
Arcadia group, a UK based company which mainly deals in clothing, accessories and
shoes for their large number of customer's in all over the world. They are deciding to bring new
branded clothing product in the market of Poland for gaining competitive advantages. They main
target young generation who purchase their goods and products and they help in gaining high
level of success and growth. Therefore, it can assist in bringing out profitable outcome to the
firm if their decision regarding introducing new product in the large market of Poland that should
be followed. There are large number of competitors which exist in the market such as ASDA,
ZARA, H&M etc. which give very tough competition to the Arcadia group in new market area
and it is necessary for them is to develop innovation in their products so they can easily compete
with their other rivals. Thus, it is essential for management is to analyse external factors that
includes social, economical, technological, political, etc (Bar‐Isaac, Caruana and Cuñat, 2010).
There are different advantages of an organisation which can receive after launching new
products in the market that are described as under:
Political factors - It is related with various rules and norms that executed by authorities
for an enterprise which main motive is to operate business in smooth way. As Arcadia group
organisation decide to operate and regulate their business activities in Poland due to this they
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required to identifying the taxation price which imposed by government on clothing products
before launching new brand goods in the market. For example, if taxation rate on clothing
products are enhancing then it can create difficulty for firm to survive in the large market place
(Berthon and et. al., 2012). Thus, management require to consider the following factors that
directly affect on introducing new products into the market are as:
 Regulations and tariffs are related with clothing branded products Tax rate is obligatory by government
Economic factor – It is related with country economy which affect on growth and
success of new introducing product in the market. These factors includes interest rate, inflation
rate and saving interest rate etc. that affect their decision for launching the clothing brands in the
market of Poland country. For example, at the time of inflation in Poland so the buying power of
customers going decreases due to this they do not have adequate revenue for spending on
purchasing new branded goods. In such situations, the possibility for bringing new branding
clothing products will be low. Thus, it is necessary for company administration is to wait till the
correct time for presenting new product in the market area.
Social factors – This factor can be included with culture, behaviour, attitude and society
interest towards buying different products. Along with this, it is necessary for Arcadia group is to
analyse the customers demand and needs by which they can easily fulfil their needs in
appropriate manner. Also they required to understand their customers behaviour and interest so
they can capable for developing and making effective policies and strategies which assist them in
generating high income. Before launching some specific product with new clothing product, so
the management of Arcadia group require to understand various factors:
Technological factors – It is essential factor that assist company for manufacturing
different branding goods and products without facing lot of wastage in the production procedure
(Bhattacharya, 2010). Thus, it is essential for company management of Arcadia group is to adopt
or use creative and innovative technologies for producing branded clothing products at
reasonable cost. There are various factors which required to be considered by company
management that are as follows:
 The inappropriate perception of people towards used of branded clothing products as
they think about using such type of new branding clothes offer to their customers who
are interested to purchase such kind of goods.
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 Culture and interest of people
Environmental factors – It will define to that factor which includes climatic condition
that required to considered by the management of Arcadia group while manufacturing such type
of products. An organisation products which may cause air pollution by this environment is
effectively impact on the goods of firm (Chaffey and Ellis-Chadwick, 2016). This will create bad
effect on people of UK because this may conflicting with production services or activities of an
organisation. There are some major factors which required to consider by Arcadia group that are
as under:
 Standards and guidelines which implemented by authorities for protecting with
government
 Climatic situation and weather of nation
Legal factors – This is related with different rules and regulation which are made by
government so it is essential for comply with smoothly run the business operations and its
functions in effective manner. Along with this, non compliance will directly affect on company
reputation and this may cause trouble for them for getting success and growth of company.
For facing tough competition in the large market place so they need to identifying major
opportunities and threats which are related to the company for analysing possible solution are as
under:
Opportunities - Arcadia group organisation mainly deals with offering branded clothing
products to the people of UK thus in order for surviving in the market for long time period, so
firm need to implementing such chances in their present goods and carry out new branding
clothes whose main motive is to attracting large number of customers towards their products.
Threats – In the market area, there are huge number of competitors which give tough
competition to their other companies. Arcadia group decided to enter in the market such as
ASDA, ZARA, etc. that provide tough competition that are related to quality of goods and
services (Crane, Kawashima and Kawasaki, 2016). Therefore, it is essential for firm is to make
and create effective plans and strategies for improving in their products which compete with their
competitors in effective and efficient manner.
Market Entry Option
There are different modes of market entry which an organisation can introduce with new
branded clothing products in Poland which assist them in sustaining in the market for long time
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period. Thus, management are liable for identify small and medium size retailing company
which is situated in Poland and concept that provide them adequate support in reaching with
different goods in this country. For this, an organisation need to fix the meeting with them and
discuss them regarding the proportion of profit income which they want to share with each other
(Fulgoni and Lella, 2014). There are various ways through which Arcadia group can easily
launching new branded clothing products in the market of Poland which are facing many
difficulties that are as follows:
Acquisition – It can be determined as an effective way for enter in the new market in
successful manner. It is that process where one company getting another organisation which
main purpose is to establish itself in the new market place. This can be done when one firm
facing huge losses amount for last years and company owners have no chance for earning profits.
Due to this, they decided to sell their business in another firm which are strong in the term of
financially and it will help in stable the market. Acquisition can be done with the help of paying
cash or adopting all assets and liabilities for selling the firm.
Mergers - A merger is the combination where two or more district ventures combine into
one, so potential affect being assumed with assets and liabilities of well-defined entities and
various other advantages are occurs that includes tax benefits, fast growth level, synergy,
diversifications, economies of scale, etc. the merging entity may cease which has been existence
and merge in the single servicing ventures. Merger is used for acquiring new technology,
reducing the level of competition and provide fast access to the market and distributing
networks.
FDI (Foreign Direct Investment) – It is that mode of enter in the international market
through investment. Investment may be directly or indirectly using with the help of financial
institutions. Along with this, FDI influencing the investment pattern of the economy and also
help in increasing the entire development (Hollensen, 2015). FDI is also allow the country which
are subjected to the government regulations of such nations. This can be done by buying shares
of the organisation, assets and property.
For the above mentioned market entry modes it can be suggested that FDI help them in
expanding their business in other locations. Arcadia group will select this method of marketing
entry for gaining huge amount and it help in establishing business in other country in proper
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manner. For spending capital through FDI, this will make and create huge amount of profitability
to their customers.
Market segmentation
Market segmentation refers to the procedures where entire people exist in specific market
place that can be separated and divided into desired customers into assorted groups or teams.
Such work has been done accordance with certain features and characteristics of general people.
It can be determine as an amazing concept which may generally implemented in the modern
marketing structure (Kapferer and Bastien, 2012). All company require to focus on this during
taken decisions in term of production and foundation of fresh goods in the corporate sector of
Poland. Thus, it can be clearly stated that it is effective device or method which may be used for
ingression into unknown market and selling the goods to their desired customers in the market
place.
Arcadia group is required to developing and formulating accurate research which help in
taking effective decisions regarding proper segmentation. It can be identified that there are large
number of alternatives that are present and it can be applied while separating the whole market
place. For evaluating the current market condition of UK, it can be recommanded for referring
the firm for taking use of STP model for doing the same task or work. This framework is
comprising three types of components such as segmentation, targetting and positioning that are
described as under: Segmentation- It is mainly outline as the separation of market place for doing effective
separation of specific groups into mass grouping according to the particular grounds. It
assist company for identifying desired customers and also target them for analysing their
needs or demand. Along with this, for doing segmentation on the basis of different factors
such as gender, age, standard of living, etc. also it can be associated with psycho-graphics
which has been taken for considering various things such as values, attitudes, interest,
etc. It is essential for Arcadia group is to discover its potential customers for dividing and
categorizing the whole market in the small units (Lorenzo-Romero and Constantinides,
2013). The suitable market of Poland should be segmenting for their unique and creative
products that are based on its characteristics and features of an individual. In this context,
citizen people who are suffer from obesity that can be targeted. Apart from this, an
individual having age of around 20 to 45 years that can be used their clothes and products
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as avoid to satisfy their customers in better manner. Along with this, company need to
identified specific places and locations for launching its new marketing such as Scotland,
united kingdom on the establishment of demographics, behaviour, geography and psycho
graphics. Targeting – In this next stage, an organisation should determine for targetting specialise
and desired customers who are showing their interest in their different deliverables.
Arcadia group is also required to evaluate the appropriate customers for their promotional
products and services (Morgan, Katsikeas and Vorhies, 2012). The accurate segmentation
can help them in determining the prospectives clients in better manner. New branded
clothing products is going to introducing for those people who are mainly purchase
products from cited firm. For this, they need to focus on main targetting market place
where they can easily attracting large number of potential customers. Also they can
concentrate on low, middle and upper class people for buying their firm goods which
they expand in the large market place of Poland.
 Positioning – This is the last factor which is used for showing and demonstrating the
existing orientation of the merchandising and entities at the large market area. Arcadia
group is very popular company which is owned by their managers who place their brand
at that location where most of the customers are gaining attention by this. Thus, it is very
easy for them is come in the market with their unique and innovative products in proper
manner.
There are various customers who are targetting by company but they especially target
those buyers who are always willing to wear new brand clothes. So they are try to expand their
business in that location where they are attracting those type of clients. Arcadia group are target
customers on the basis of age, gender, living standard, etc. which help them in identifying
potential customers in easy manner (Nath, Nachiappan and Ramanathan, 2010).
Porters generic strategy
Porter's generic strategies defines a way in which a company pursue competitive market
within its market scope. It has four generic strategies cost leadership, differentiation, cost focus
and differentiation focus. Arcadia group is evaluating its market scope by using one of two types
of competitive advantages either by lower costs than competition or through differentiating itself
along with its dimensions measured by customers to grant a higher price. The strategies relate to
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the point to where the scope of a business activities narrow versus broad and another extent is to
which a business seeks to differentiate products. These are described as under: Cost leadership strategy- It is that plan which considered as very effectively for
achieving competitive advantages so it offers help in trimming down the entire rate of
particular marketing for attracting large number of customers. Arcadia group can
increasing their profits by depreciating the cost of deliverables. They can need to form
effective strategies and policies which are associated with pricing which can capture the
whole market place (Oly Ndubisi, 2012). It can be clearly proven that more supportive in
increasing market sharing by rendering low price clothes so that whole civilians can
afford it and purchase the same for providing the best level of satisfaction to fulfilling the
requirements and request of desired customers. The differentiation strategy – This is another effective plan of action by which company
can produce different type of goods and services. As a fruitful outcome, it help in
developing good image with compare to their competitors. Arcadia group having
different challenges such as ASDA, ZARA, TESCO and many more. Therefore, it is
essential for organisation is to launch and introduce impressive products which should
comprised for better quality, quantity and reasonable rate are attracting large number of
customers towards firm goods rather then competitors company. It will assist in
satisfying various people at greater level. It is necessary for company required for doing
proper researches, improvement and innovation so that they can identify correct
information and data that can be interconnected with their products and analyse needs of
general people.
 Focus strategy – It is the last but not the least policy which mainly considered in the
niche marketing. In such case, analysing the current trends, satisfying all expectations of
buyers that should be focused. Arcadia group is also need to concentrate on catering best
quality based products and services to the citizens who are living in Poland for applying
unique way for improving their brand loyalty in effective manner. Along with this, they
have to divide whole market place as per the attributes of products. At that time, they
mainly focus and concentrate on obesity suffering people (Pagani and Otto, 2013).
It can suggested that Arcadia group organisation should enforce with differentiate
strategy so it can set for completely different from image among other major rivals. It assist them
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in attracting large number of customers and thus they can gain benefit for surviving in the market
of Poland country where they launch new product. Also it can help in becoming successful in
making or developing strong base of customers in this specific country.
CONCLUSION
From the above mentioned report it can be concluded that before launching new products
in the new market, an organisation require to analyse the internal and external factors which
directly affect on business operations in positive or negative manner. Strategic marketing help in
identifying the customers needs and also create effective marketing plan for achieving the
customers satisfaction, improving firm performance and increasing profitability. For this, the
Arcadia group management required to conduct PESTLE analysis through which they are able to
implement accurate measures and evaluations to eliminating barriers and hurdles which comes in
the procedure of introducing new goods in the new market area. There are various modes of
market entry into new market which required to be selected by an enterprise after estimating the
accurate result or outcome in future time period.
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REFERENCES
Books and Journals
Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan.
Bar‐Isaac, H., Caruana, G. and Cuñat, V., 2010. Information gathering and marketing. Journal of
Economics & Management Strategy. 19(2). pp.375-401.
Berthon, P. R. and et. al., 2012. Marketing meets Web 2.0, social media, and creative
consumers: Implications for international marketing strategy.Business horizons. 55(3).
pp.261-271.
Bhattacharya, C. B. ed., 2010. Introduction to the special section on stakeholder marketing.
Journal of Public Policy & Marketing. 29(1). pp.1-3.
Chaffey, D. and Ellis-Chadwick, F., 2016. Digital marketing. Pearson.
Crane, D., Kawashima, N. and Kawasaki, K.I. eds., 2016.Global culture: Media, arts, policy,
and globalization. Routledge.
Fulgoni, G. and Lella, A., 2014. Is Your Digital Marketing Strategy In Sync with Latino-User
Behavior?. Journal of Advertising Research. 54(3). pp.255-258.
Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education.
Kapferer, J. N. and Bastien, V., 2012. The luxury strategy: break the rules of marketing to build
luxury brands. Kogan page publishers.
Lorenzo-Romero, C. and Constantinides, E., 2013. Social Media as Marketing Strategy: All
Explorative Study on Adoption and Use by Retailers. Social media in strategic
management, p.197.
Morgan, N. A., Katsikeas, C. S. and Vorhies, D. W., 2012. Export marketing strategy
implementation, export marketing capabilities, and export venture performance. Journal
of the Academy of Marketing Science. 40(2). pp.271-289.
Nath, P., Nachiappan, S. and Ramanathan, R., 2010. The impact of marketing capability,
operations capability and diversification strategy on performance: A resource-based
view. Industrial Marketing Management. 39(2). pp.317-329.
Oly Ndubisi, N., 2012. Relationship quality: upshot of mindfulness-based marketing strategy in
small organisations.International Journal of Quality & Reliability Management.29(6).
pp.626-641.
Pagani, M. and Otto, P., 2013. Integrating strategic thinking and simulation in marketing
strategy: Seeing the whole system. Journal of Business Research. 66(9). pp.1568-1575.
Online
Market Segmentation. 2017. [Online]. Available through: <https://www.mbaskool.com/business-
concepts/marketing-and-strategy-terms/16952-market-segmentation.html>.
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