Executive summery Strategic marketing is required to be observed within an organisation with the alim of improving their market share. This will help in improving the services which will support a good rise in capabilities of the organisation to setting up of the operations and thus will support a good rise in capabilities and meeting up of operational requirements. The report will present the external environmental support, market entry strategies, segmentation and targeting measures and proper assessment of generic strategies to expand the business of waste management enterprise, First Mile.
Table of Contents Executive summery..........................................................................................................................2 INTRODUCTION...........................................................................................................................4 MAIN BODY...................................................................................................................................4 1. Macro environmental analysis using PESTEL.......................................................................4 2. Market Entry modes that can be carried out by the organisation for effective growth or development of the organisation.................................................................................................7 3. Apply concepts of segmentation and targeting with evaluation to target market of client.....8 4. Porter's generic strategy..........................................................................................................9 CONCLUSION..............................................................................................................................11 REFERENCES..............................................................................................................................12
INTRODUCTION The planning of the strategic marketing measures will impact the overall performance of the organisation in an effective way. The promotional services and other growth measures which are been undertaken within the organisation will impact the performance of an enterprise. The present report is been carried out for a UK based recycling firm, First Mile. The report will cover themacroenvironmentalfactorswithpossibleopportunitiesandthreatsandproper recommendations to tackle it. Also, the modes of market entry are discussed. The market segmentation and targeting is been carried out. Along with it, competitive advantage of generic strategies are been developed. MAIN BODY 1. Macro environmental analysis using PESTEL In order to identify the effective external environmental factors that can impact the establishment and expansion of a business enterprise that will influence the operations of an organisation in an effective and significant manner. As the external environment will look after proper assessment of external expansion operations, this can be said that proper planning of the services and gaining of a good control over the operations (Srinivasan and Lohith, 2017). This can be said that the First mile is required to see through proper planning of its expansion in France and for this purpose, they can carry out effective PESTEL analysis which will impact their performance in most effective way. The effective external environmental factor that impacts the performance and expansion measures of the organisation are: Political:The political factors will have a significant impact on the expansion measures which are been carried out by the organisation. This will help in improving the expansion measures which are carried out by the waste recycling enterprise in France. Foremost, the Brexit will have a significant impact on the expansion and promotional operations of the organisation. Getting away from the EU, the other European countries may turn out to be reluctant to keep any sort of trade relation with UK and its enterprises (Liebl, 2018). The selected enterprises will look after proper and most effective measures to carry out these issue in a significant manner. Economic:The financial factors are also required to be taken in consideration by First Mile. As majority of European countries are facing the recession, inflation and significant difference in currency rates, these measures are required to be controlled and monitored by the enterprise in order to carry out significant rise in the operations which will influence the sales of the
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organisation in a significant manner. This economic factors are required to be looked after and carry out by the organisation in order to incorporate the effective expansion measures which are been carried out by the enterprise. Social:The demographical, cultural and social differences that are been carried out by the organisation will look after the signifiant planning of services and managing the operations of expansion and placing of the services and growth measures within the organisation. This will help the organisation to improve the services and effectiveness of operations within organisation in a significant manner. Innovation, ease of performance and good accessibility are certain major factors which impacts the operations of the organisation. This will help in carrying out of services which will help in proper assessment of operations which will help in effective establishment of services and other plans which will help in carrying out of services in an effective way. First Mile is required to identify the cultural aspects of the organisation and country to facilitates their expansion. Technological:Technological advancement are most prior factor that are required to be taken in consideration by the firm. As First Mile uses an environment friendly approach for collecting garbage and other recyclable goods which will be further reused in one or the other form. Development of innovative measures which are been carried out by the organisation. The development of innovative measures and technologies to treat and process the waste material will help in suitable expansion of the organisation (Chacour and Ulaga, 2015). Besides this, advance technologies like GPS, real time tracking and digital segregation of waste will help in proper evaluation of the growth measures which can be followed within the organisation to improve their expansion within France that will help in effective planning of waste recycling services and other facilities offered by the organisation. Environmental:As the organisational measures undertaken by the firm are for the environment welfare measures. Hence, in order to operate and market its services and functions within France. This will help in proper planning of the services which are been carried out by organisation (O'Cass and Morrish, 2016). Besides this, the firm can opt for CSR operations which will help in improving sales and carrying out of waste recycling measures which are been carried out by the organisation. This will help in improving then sales and carrying out of services which will help in suitable handling of operations and hence, it will support a significant rise in setting up of
operations in an effective way. This will also encourage the organisation to develop an innovative and environment friendly products and services in an effective way. Legal:Different employment laws, waste treatment laws and trade policies which are been carried out by the organisation will look after by First Mile in order to penetrate within French market (McCamley and Gilmore, 2018.). This will help in proper planning of the services and carrying out of services in a significant way. This will support a rise in chances of the organisation to expand its business within France.Besides this, the allocation of the effective services will support a significant rise in carrying out of services which will help in supporting increase in effectiveness of operations carried out within the firm. On the basis of this assessment, certain opportunities and threat factors are been identified by the First Mile that will look after in significant growth and development of the organisation. The key opportunities for the organisation are: ï‚·Rise in the market presence:As no other private organisation is operating in the waste collection and recycling industry within France, this will help in proper planning of the services and measures within the organisation. ï‚·Getting public support:Waste management is a major issue within a country like France. Hence, the organisation is extensively susceptible to get effective support from the local authorities and people which will support in raising the scalability of the organisation (Nykiel, 2016). However, certain threat factors are also been faced by the organisation that will help in improving the quality of services and growth measures which are been carried out by the firm. Some major threats that are been faced are: ï‚·Unable to cope up with governmental service:As the government of France will be looking after these measure, First Mile is susceptible to get affected within the market thatwillimpactitsperformanceonagreaterlevel.Thiswillalsoinfluencethe performance of organisation in an adverse manner. In order to cope out with this factor, the organisation can opt to carry out effective market research and thus will take appropriate growth measure which will help in proper handling of services and carrying out of operations related to waste management within France (Kipnis and Broderick, 2017).
2. Market Entry modes that can be carried out by the organisation for effective growth or development of the organisation In order to market its effective entry and promotion of the services that are been carried out by the organisation, effective market entry channels or measures are been carried out by the organisation that will help in carrying out of services which will help in proper rise in carrying out of services and growth measures which are been carried out by the firm. Some effective market entry measures which are carried out by the firm are: ï‚·Developing a strategic Alliance:This is the simplest form of market entry that is been carried out by the organisation in order to carry out their market operations and other growth measures in an effective way. The development of a strategic alliance or partnership will assist the organisation to carry out its operations and other measures within the country. As First Mile is a UK based enterprise, developing a strategic alliance will help in improving the sales and carrying out of the services which will help in proper rise in setting up of operations which will support a significant rise in effectiveness to carry out its waste management operations which are been carried out by the organisation. However, the strategic alliance is based on a contract and operational conditions to carry out the business which will help in proper planning of services. It also facilitates the proper promotion of the goods increasing customer satisfaction level that are been carried out by the organisation (MARKET ENTRY STRATEGIES,2019). Proper business relations are required to be maintained and managed by the organisation that will help in carrying out of the service measures which are been carried out by the firm. This will also help in handling the measures which are carried out by First Mile to improve the quality of their services and easily establish their business in market of France (Spanjol and et.al., 2015). ï‚·Mergers or Acquisition:This is the most effective and significant approach of entering within a market that will influence the overall execution of business operations of the organisation in a significant manner. In this approach, First Mile will look after proper acquiring of an organisation within the similar operational sector or other sector at France, in order to aid in its business of waste management. Such operations will lead out to carry out their waste management operations in a very significant manner.This will also help in improving the services of both the firm. This will not only save the
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establishment cost to an organisation but also help in gaining a customer base that will induceinimprovingtheoperationalsalesoftheorganisation.Themergersand acquisition are based on the contracts and involve many legal and operational measures which are been followed within the organisation (Felix, Rauschnabel and Hinsch, 2017). This will help in superior growth and development of operations which are been carried out by First Mile. Besides this, a transparency is required to be maintained in order to avoidanysortofconfusionorconflictthatcanimpacttheperformanceofthe organisation in a significant way. ï‚·Franchising:First Mile can also opt for providing a proper and significant franchise to a service operator's within France. This will help prove out to cost effective measures and a convenient manner to expand within the market this will help in proper assessment of operations and carrying out of services which are been carried out by the firm. Also, the franchising will help selected organisation to gain a good market share and thus, will help in proper planning of services which will support a good rise in carrying out of services which will help in handling their operational requirements and thus, will improve their operations within the firm. This will help in improving qualities of services which are been carried out in an effective way. Looking out the operations and effectiveness to enter within the market of France, First Mile can effectively use the measures of acquisition, merger or Franchising. All these measures help the organisation to improve the quality of services and thus, will support a good rise in carrying out of services within operations in an effective way. This is a time and cost effective approach and supports the rise in operational capability of chosen enterprise to operate within France without any restriction (Kotler and et.al., 2015). 3. Apply concepts of segmentation and targeting with evaluation to target market of client In order to effectively carry out the operations within the market of France, First Mile will look after effective measures to carry out the operations in the best possible manner that will help in improving quality of services carried out within the organisation. It also supports a good rise in setting up of policies and action plans which will support a significant rise in setting up of operations, carried out by the firm. Effective segmentation and targeting measures are been carried out by the firm that will support a good rise in carrying out of business operations within the organisation in a significant manner.
Market segmentation can be defined as the selection of a section or segment of market or customer base that will help in carrying out of operations in most effective way. The proper segmentation will be observed that will include the classification of their clients and market where they can operate easily (Josephson, Johnson and Mariadoss, 2016). Besides this, it will help in proper planning of services and carrying out of operations which will support a good rise in carrying out of its operations which will support effective expansion of waste collection business operations within a selected business enterprise and country. An effective segmentation will lead to rise in carrying out of services which will help in proper evaluation of business operations and measures which are been carried out by the firm. Once the segmentation of market is performed, suitable targeting is been carried out within the organisation that will lead to developing of suitable promotional and business expansion strategies. Being a waste processing enterprise, First Mile will look after the regions and customers that produce the highest amount of waste product (Hollebeek, Conduit and Brodie, 2016). In this case, the garbage collection trucks of the selected enterprise will look after the proper management of services which will help in carrying out of services and other business activities within France. In order to connect with its target audience effectively, organisation can opt to follow the approaches like setting of the garbage bins and regularly collecting the waste in order to develop a good image, goodwill and effectiveness to carry out the operations within the organisation in an effective way. This approach will help in meeting the operational needs and requirements of their target customers in an effective manner. Other than this, it supports the growth of the enterprise and rise in its market share and profitability within France. Suitable setting of the operations and their execution will be observed by enterprise which will support a good and significant rise in carrying out of waste collection services by First Mile. 4. Porter's generic strategy Effective strategies and action plan is been carried out by the organisation that will help in improving the quality of services and thus will set up the operations and which will support a significantriseinstrategicmarketpenetrationandbusinessactivities.Thiswillhelpin improving the overall performance of organisation. This will help in effective planning of the services and thus, supports in carrying out of the operation's. Some of the major and most
effective planning strategies that are been carried out by the organisation can be implied using Porter's Generic strategic model that includes following elements: ï‚·Cost leadership:This approach can be adopted by First Mile in order to become a major market leader by providing large quantity of products and services to their customers. All the departments of the chosen enterprise will work in coordination with each other in order to carry out business functions and have a high level of productivity (Banerjee, 2017). Besides this, it will help in improving the utilization of available resources. Also, it facilitates in developing of a high level technology to execute their operations. Besides this, it will also help in achieving the cost advantage and increase their market share within France. ï‚·Cost focus:This is a strategy of low cast advantage that is applicable in low cost market segment. The organisation will see through the proper development of high quality product in response to their competitor and offering it on a reasonable cost that will impact their revenue generation. This may also impact the sales and setting up of the operations and other activities within the market similar to that of the competitive firm. As the products or services are identical of that offered by the cited firm, this can be said that the chosen firm will emerge as a major alternative for their target customers. It leads to rise in market share and overall operations of the organisation (McDONALD, 2016). ï‚·Differentiation focus:This strategy will lay focus on only one market segment. It helps the organisation to cater the needs of their customers in the foreign market. This will help in meeting the need of the organisation in a significant manner. The proper assessment of the operations will lead to carrying out of services and meeting of the operations which will lead to rise in carrying out their waste collection and management business of Fiest Mile effectively within France. Under this strategy, the organisation can also opt to collaborate or acquire suitable market share which will support a significant rise in setting up of business operations in the best possible manner. ï‚·Differentiation:Thisstrategicapproachinvolvessuitabledevelopmentofan organisation as a market leader. It includes the practice of providing high quality service on a premium price range with high satisfaction level in a new market. It has multiple benefits to both, customers and organisation. For organisation, it will help in developing high quality products and services with rise in superior branding. On the other hand,
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customer will get suitable management of their waste and rise in awareness about the services offered by the organisation (Chernev, 2018). For the selected firm, the approach of differentiation and cost focus will be beneficial which will help in improving the quality of services and operations that are been carried out by the organisation. CONCLUSION On the basis of the detailed analysis that is been carried out, this can be effectively said that the strategic planning of the marketing and market penetration measures which are been carried out by the organisation is very important for an enterprise. The suitable assessment of the external environmental approach with suitable assessment of its opportunities and threat factors and recommendation to tackle them are been followed. Besides this the market entry measures and effective methods of market penetration in a foreign market is been carried out. Suitable market segmentation and analysis of Porter's generic strategy is been carried out to facilitates the proper growth and rise in the operations of the chosen organisation.
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