Strategic Marketing: Product and Country Analysis

This report provides an analysis of strategic marketing for Ashanti Marketing Solutions, including product and country selection, pestle analysis, SWOT analysis, modes of entry into new markets, market segmentation and targeting, and Porter's generic strategy.

STRATEGIC MARKETING

Table of Contents
EXECUTIVE SUMMARY.................................................................................................................................3
INTRODUCTION...........................................................................................................................................4
TASKS...........................................................................................................................................................4
Product and Country for the company.....................................................................................................4
Pestle Analysis........................................................................................................................................5
SWOT analysis........................................................................................................................................6
Assessment of three modes of entry into new market..............................................................................7
Concept of market segmentation and targeting........................................................................................8
Porter’s generic strategy and competitive advantage to firm.................................................................10
CONCLUSION.............................................................................................................................................12
REFERENCES..............................................................................................................................................13

EXECUTIVE SUMMARY
Strategic Marketing refers to a method by which company can differentiate their products
from competitors. Company can serve better services to its customers by putting focus on the
strengths and through strategic marketing. The report had been based on a scenario in which as a
marketing consultant working in the firm Ashanti marketing solutions had to recommended
country in which new product they can launched.
Furthermore, pestle analysis had been done to identify external environment of chosen
country. Through SWOT analysis current opportunities and threats of the firm had been
identified. Moreover, a critical assessment had been done to identify suitable mode of entry for
the firm. By applying concept of market segmentation evaluation had been done for client.
Lastly, Porter’s generic strategy had been explained in which best one is referred for the
company.

INTRODUCTION
Strategic marketing ensures that marketing effort of the firm should ally with the strategic
plan otherwise all the marketing efforts get nil (The Role of Strategic Marketing in an
Organisation, 2019). By suggesting better strategic marketing to the company, the firm is able to
gain high market share from its competitors. Present report is also based on the concept of
marketing in which as a marketing consultant it will recommend suitable product and country for
Ashanti marketing solutions.
The study will cover pestle and SWOT analysis in which both internal and external
environment gets analyzed. Three modes of entry is prescribed for the company in which best
one will be suggested, Afterwards, Market segmenting and targeting will be done of new product
in the chosen firm. Porter’s generic strategy will be applied to explain the company adopting
suitable generic strategies for the new products. Brief summary will be given at last.
TASKS
Product and Country for the company
Product – Ashanti Immunity booster water purifier
Ashanti Marketing solutions can launch Immunity booster water purifier. This water
purify comes with combined technologies of RO+UF+UV. It is helpful in providing alkaline
antioxidant water. It is helpful to strengthen the mechanism of defense in human body. It is
helpful in improving health of customers. As customers are also becoming health conscious in
the time of COVID-19, they will definitely purchase it. This is high time to increase customer
base in the company.
Country - Switzerland
Switzerland is a country which is located to western central and south of Europe. It
comes under Swiss confederation. It is founded on 1 August 1648. The reason behind to choose
this country is that Switzerland has adopting high technology. Hence, it will be easier to set up
the plant of the company. As raw material and labor is also easily available in the country.

Ashanti marketing solutions can easily hire technical expertise so that production of immunity
booster water purifier can easily be done (Kreutzer, 2019).
Pestle Analysis
 Political Factors - Switzerland is known for involving reforms for tax evolution. Hence,
there is possible impact of these reforms on firm. Conflicts of Europe also affect the
politics of Switzerland. There is impact of Brexit in the country. Thus, while establishing
the business in Switzerland Ashanti marketing solution also needs to focus on this taxes
and charges. Federal constitution looks after foreign relations (What is a pestle analysis?,
2019).
 Economical Factors – The economy of Switzerland is very stable so Ashanti marketing
solutions can expand their business in the country. Exports of the country are also high
which adds in on capital income of Switzerland. Thus, financial and economy condition
of the country is quiet good. Market Fluctuations and changing interest rate are the big
issue fir the company’s who are working in Switzerland. Thus, Ashanti marketing
solutions needs to take care of such impacts.
 Social Factors. - Swiss Re has been impacted due to low insurance penetration. There
are many customers available who empower the small shareholder's or the investors.
Hence, it is helpful for Ashanti marketing solutions to make investment in country like
Switzerland. Labor rates are generally high in the country but plus point is that the people
rev already upgraded with high technology (Alsem, 2019). Hence, it needs to be consider
while set up the business in the country.
 Technological Factors - Evolving technologies is helpful for the country to boost up its
domestic income. If Ashanti marketing wants to establish its plant in Switzerland they
can easily do this. As raw material for making water purify is also available. The country
is technology is high and all the resources for making a water purifier are also easily
available. High technological tools in Switzerland help the company to easily get
updated with the customers via online channels.
 Legal Factors - There are legal and regulatory risk exposures in the Switzerland. This
can affect the business if Ashanti Marketing solutions. The firm needs to obey all 5he
rules and regulations of the country while doing business out there. Legal framework and
business ethics will also to be considering while launching product in the country. Health

insurance is also compulsory in Switzerland. Hence, Ashanti marketing solutions need to
remember while doing business there that first they need to do insurance of the workers.
 Environmental Factors - The main focus of country is to do sustainable development in
the country. Ashanti Marketing solutions also need to focus on this by taking incentives
to support sustainable development in country on timely basis (Mogaji, Maringe and
Hinson, 2020). Switzerland is also known as top of recyclers all over the world.
SWOT analysis
 Strengths - Country is extending diversification on geographical basis. They have
developing global partnership in order to broaden customer base. Research and
development sector in the country’s economy is also strong hence they are able or
provide innovative products to the customers. Ashanti marketing solutions is also going
to introduce a new innovative product which is immunity booster water purifier. Hence,
there is high chance that this product will work in the country. There is strong dealer
community available in Switzerland by this there is strong distributer network available
locally. Hence new product immunity booster water purifier can easily deliver to the
customers.
 Weakness - It has been noticed that there is decreasing tend of operating income in
Switzerland. The revenues are not good enough from past years. They are paying more
costs and claims. If Ashanti marketing solutions works in the country and can help them
to increase their GDP rate this will be fruitful (Chernev, 2018). As government will also
supports there business. Attrition rate is high in Switzerland which means that there is
lots of investment on employees in order to give them training.
 Opportunities - There is opportunities in insurance sector. Insurance sector is booming
in Switzerland. It is a great opportunity to open up an insurance industry. For
diversification there is huge reserved balance in country's economy by which country can
do expansion. Stable cash flow in Switzerland provides opportunity for Ashanti
Marketing solutions to invest in contiguous type of product segment. Government free
trade agreement will also be helpful for the company to introduced new product in the
market of Switzerland.

 Threats - Switzerland is facing competition as there is a drop in business renewal. With
continuous lower interest rate there is minimum economic growth. There is threat of
natural disasters as this is influencing operating income of country. New environmental
laws are a threat for some products as per the Paris agreement 2016.
Assessment of three modes of entry into new market
Definition – Modes of market entry refers to the ways of entering in foreign market, there are
several ways of entering in the foreign market. The company has to decide that which way it
should prefer by analyzing both positive and negative aspects of each mode.
Modes of Market Entry
 Licensing – An international licensing agreement refers to the agreement which allows
the firm either non-exclusively or exclusively to start its operations for a consumer good
and for a specific period of time. In this mode of foreign entry, a licensor from home
country makes limited rights or resources that will be available to the licensee in the host
country (Galati and Varadarajan, 2018). The rights given may include trademarks,
technology, patents, managerial skills, etc. This mode is generally not preferred by
business units other than big ones, because it requires a lot of money in form of
commission and other payables.
 Joint Venture – It is a type of strategic alliance where a local company and a foreign
investor agrees to setup a new firm by joining hands in which both the firm shares profit
in agreed ratio. Maruti Suzuki is an example of joint venture. This type of market entry
had its own several advantages such as no need of huge capital to invest, low degree of
risk, sharing of liabilities and the ownership over assets. This method is one of the most
advantageous and most preferable (Sadeghpour, Far and Amiri, 2017). The ownership in
this lies between both of the companies but the establishment lies in the country which
has greater share in capital.
 Strategic Alliances – Strategic alliances is a type of mutual agreement between different
business units. Making strategic alliances has the most advantageous situation in the case
of technology as both the firms can take advantage of latest technology. This also helps in
reducing global competition rather two units can be together and can earn high amount of
profit. Also it helps in reducing the risk of individual and is also helpful in sharing of

authorities and responsibilities. But still this method is too complex and therefore it is
least preferable.
 Foreign Direct Investment (FDI) – FDI is an investment in form of taking over the
ownership of a business unit in one country by another country. It is thus different from a
foreign portfolio investment (Crescimanno and Fagnani, 2017). Mainly Mergers and
Acquisitions are two main components of foreign direct investment. But if a company
holding rights of firm less than 10% is not considered as a FDI.
The Ashanti Marketing Solutions after considering all the facts will choose Strategic
Alliance as it will be a best option to insure proper safety and to take benefits of latest
technology. This is a way which has more positive facts than negative facts, so this will be
the most beneficial and simplest way to enter in foreign market. Also this method of foreign
entry is most popular one, therefore other firms will be ready to cooperate with each other
and this will also reduce the risk of individual units.
Concept of market segmentation and targeting
Market Segmentation
Meaning - Market segmentation refers to dividing a wide variety of consumer or business
market, which consists of potential and other consumers, into different groups and sub- groups
on the basis of their traits and characteristics (Magalhães and Pereira, 2019). In this process
researchers generally look for common traits or consumer of similar nature and character. The
overall aim of this is to find and select the most potential segment.
Types of target market
 Niche/Concentrated marketing - concentrated target marketing refers to when business
focuses on selling their products and services only in one specific market, or only in one
market segment. This market has become the best and most successful market among all
others. This market gives the marketer full knowledge about key resources and help the
marketer to focus on only one segment. This method allows the company to take
advantage over other competitive business units. Also by targeting one specific segment
helps in generating higher profits.

 Mass/Undifferentiated marketing - It is a method which is allows a firm to target as
much customers as possible, this is will helps the firm to save its time, money and efforts
(George, 2017. (Hollebeek, Conduit and Brodie, 2016. ). In the initial year when this
option came in the market almost all were using this method. This type of marketing is
best when there is very small or no variety of customers.
 Differentiated Marketing - It is type of marketing in which several group and segments
are created according to the variety of customers on the basis of characteristic of the
customers. It is a method which requires a lot of time and money, so generally marketer's
never prefer this technique. Also this technique requires the work of an expertise.
Targeting - Market targeting is a complex process selecting a part of market from the whole
market. This target market consists of group or groups of customers to whom the company sell
the product for satisfying the needs of customers (Minchin and Alpert, 2017). The target market
is basically the part of the market on which the marketer mainly focuses.
The Ashanti Marketing Solutions chooses the undifferentiated marketing as the product
of the company is the one which is prefer by every family. By choosing this target market the
company would be able to earn higher profits in a very short period of time (Hunt, 2017). Also
this technique will also save the time money and efforts of the company. The company's
maximum benefit is in choosing the undifferentiated marketing.
Market Mix -
 Product - The product of the Ashanti Marketing Solutions is Ashanti Immunity Booster
Purifier. This very new are a required product, this is a very efficient and makes the water
very safe for drinking. As corona virus disease is spreading on a very high note, so this
purifier will be helpful in making the drinking water safe and full of minerals.
 Price - The Company will be going to choose the price skimming technique in order to
get higher profits in the initial days (Hollensen, 2019.).When price are high in initial days
and later comes back to normal in order to get higher profit.
 Place - The Company is launching this product in Switzerland as the people of
Switzerland are rich enough to pay higher price as, the company is going to use price

skimming technique which makes the product expensive in initial days. Also the
company will use three levels of channel of distribution.
 Promotion - The Company is going to choose the sales promotion techniques in which
the company will run the health care campaign in which the company will promote its
products by spreading health awareness (Rudd, Jaakkola and Marshall, 2016). Also the
company would run online campaign by individual means.
Porter’s generic strategy and competitive advantage to firm
Porter's Generic Strategy
Porter's study describes how a business unit pursues competitive advantage in the market.
In this company chooses one type of scope from the two, either focus or segment market.
Four strategies are as follows -
 Cost leadership - in this technique, a firm chooses to become the low cost producer in its
market. The advantages of low cost producer are depending upon the structure and type
of market. This difference may include economies of scale; technology, access to raw
material, etc are some major factors of this difference. A producer with low cost must
find to the ways of cost saving and resource management. This will help the company to
compete with big firm even with its low cost and variety of the product and with high
cost also.
 Differentiation strategy - The differentiation is an strategy which helps the organization
to make their product unique and different from others, this will make the product most
attractive in the market. The organization using this technique generally chooses the
largest target market to ensure higher profits. This strategy also links with charging
premium prices sometimes which makes the product luxury also and therefore very
expensive.
 Cost focus - This refers to the organization who wants to be the lowest cost seeker's, but
only within a small market segment. The products that are being sold with this motive
generally are basic and average goods, which are accepted by sufficient number of
customers (Sahaf, 2019). This technique increases the sales in the shorter period. This

technique is only best for those who are having small or medium size business because
larger firm starts incurring looses when they choose this technique.
 Differentiation focus - Differentiation focus is a strategy which makes the product
differentiated from other, but only in a small market segment or segments. All these
organizations always try to find smaller market segments with potential customers. This
technique is only helpful when there is a wide variety of products in the market if there
will no variety then is will be a useless technique.
The company will choose Differentiation strategy as the product that company is going to
launch is already different from other till now. Also this strategy will enable the Ashanti
Marketing Solutions to capture a big market. The technique that has been choose by the company
therefore will be best and the required one by which the company can hit top of the market. The
Differentiation strategy is the best choice for the company and also very effective as per the
product of the company i.e., "Ashanti Immunity Booster Purifier"

CONCLUSION
It has been concluded from above project report that marketing strategy means a
comprehensive business plan that helps to achieve goals and objectives of the company. Through
marketing research a firm is able to implement successful research. It has been summarized from
pestle analysis that Switzerland is good in research and development sector. This can be
beneficial for Ashanti marketing solutions when they will collaborate with them in making new
products. By SWOT analysis it has been analyzed that company has get opportunity in insurance
sector to grow in Switzerland.
It has been concluded that a suitable option as market entry for the company is
Strategic alliances. Through this the Ashanti marketing solutions can easily get the entry to
establish a new business. It has been summarized that market segmentation done as per
undifferentiating market. This is best option as there is no particular group of the customer whom
to deliver the particular product. The product is available to everyone who has capacity to
purchase they can buy it. Based on Porters generic analysis it has been indentified that
differentiation strategy has been used by the company.

REFERENCES
Books and Journals
Alsem, K.J., 2019. Applied Strategic Marketing: A Step by Step Approach. Routledge.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Galati, A., Crescimanno, M. and Fagnani, F., 2017. Social media as a strategic marketing tool in
the Sicilian wine industry: Evidence from Facebook. Wine Economics and
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George, R., 2017. Responsible tourism as a strategic marketing tool for improving the negative
image of South Africa. Worldwide Hospitality and Tourism Themes.
Hollebeek, L.D., Conduit, J. and Brodie, R.J., 2016. Strategic drivers, anticipated and
unanticipated outcomes of customer engagement.
Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.
Hunt, S.D., 2017. Strategic marketing, sustainability, the triple bottom line, and resource-
advantage (RA) theory: Securing the foundations of strategic marketing theory and
research. AMS Review. 7(1-2). pp.52-66.
Kreutzer, R.T., 2019. Strategic and Operational Marketing Plan. In Toolbox for Marketing and
Management (pp. 225-229). Springer, Cham.
Magalhães, M. and Pereira, M., 2019. The marketing strategy and implementation of strategic
business units: How to choose a methodology of segmentation strategic marketing?.
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Mogaji, E., Maringe, F. and Hinson, R.E. eds., 2020. Strategic Marketing of Higher Education in
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Rudd, J., Jaakkola, M. and Marshall, G.W. eds., 2016. Strategic marketing: New horizons in
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Sadeghpour, F., Far, M.G. and Amiri, M.A.A., 2017. Marketing Strategic Planning and Choosing
the Right Strategy using AHP Technique (Case Study: Ghavamin Bank
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Sahaf, M.A., 2019. Strategic marketing: making decisions for strategic advantage. PHI Learning
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Online
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What is a pestle analysis?, 2019. Available through:
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