Strategic Marketing

Strategic Marketing

Executive Summary: Marketing is the process of buying and selling of good and services
by understanding the needs and wants of customers in order to generate more sales and profit.
This could be done by providing best packaging, timely delivering and also ensuring best quality
of products or services so as to achieve reputation within the market. This report covers PESTEL
analysis that provide macroeconomic framework of achieving sustainable competitive advantage
by identifying various threats that client face within the market. This report also comprises of
various modes such as merger and acquisition, strategic alliances and joint venture that provide
vast growth opportunities and also aids in diversification and expansion of a firm. This report
also covers Porter generic strategy which comprises of various strategies in order to determine
the attractiveness and profitability of an industry.

Table of content
Contents
Contents...........................................................................................................................................1
PESTEL ANALYSIS..................................................................................................................2
Various market entry modes........................................................................................................5
Market Segmentation and Targeting...........................................................................................7
Porter’s Generic strategy.............................................................................................................8
CONCLUSION................................................................................................................................9
1

INTRODUCTION
Marketing is defined as the process of planning and executing the conception, pricing,
promotion, and distribution of goods and services in order to satisfy individual and
organisational objectives (Agyapong, Ellis and Domeher, 2016). In other words, it is the entire
process of satisfying the needs of customers and the main focus is to make them feel delighted.
Marketing strategy has a broad meaning to prepare a strategy so as to gain competitive advantage
by providing valuable services to their clients. This report is based on Rowlinson Knitwear
which deals with manufacturer of garments suitable for corporate wear and school wear that
emphasises on expanding its operations in USA with more variety of traditional and casual wear
so as to gain large number of customers across the globe. This report comprises of PESTEL
analysis which aids in ascertaining the various external factors so as to identify the strength and
weaknesses of a firm and it also includes various modes of market entry across the globe. This
report also covers segmentation and targeting special segments of customers within the market
(Zghidi and Zaiem, 2017). It also includes Porter Generic strategy so as to gain competitive
position in different segments of market.
PESTEL ANALYSIS
This analysis provides the framework that aids the macro environmentalist to scan the
external factors and assessing the resources which provide assistance in decision making of a
firm and also help in gaining a significant position within the market (Andaleeb, 2016). In other
words, it comprises of various elements such as political, economic, social, technological,
environmental and legal as they are regarded as the essential determinants of strategic
development in an economy. Rowlinson Knitwear produce garment for school wear and
corporate wear by focussing mainly on quality so as to satisfy large group of individuals. The
concerned firm expand its operation in USA by providing traditional and casual wear so as to
generate more sales across the globe. In the context of Rowlinson Knitwear, the various elements
of PESTEL analysis are presents as follows:
Political Factors: This includes various aspects such as corruption, taxation policies,
labour laws, foreign trade and many more. USA is considered as the second largest democracy
across the globe and it is considered as the political stable country (Bang, Joshi and Singh, 2016).
President is regarded as the head of the country and is elected for four years term. USA has
2