Assignment on Strategic Marketing of Arrival
Added on 2021-02-19
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STRATEGICMARKETING
EXECUTIVE SUMMARYThis report is all about the strategic marketing and manner in which it help a business toachieve sustainability at marketplace. The marketing strategy contains set of tactics whichsupport an organisation by providing guidance regarding the work they must perform in order toachieve desired objective at marketplace. For this report The Arrival has been considered,which is a UK based automotive company and headquartered in London. It manufacture andmarket smart vehicles that operates with the help of electricity in order to reduce the dependenceof people from diesel or petrol and reduce pollution. The Arrival now want to expand itsbusiness in Argentina by launching a new van which manufacture over new technology i.e.“Driverless”.The current report is sectioned into four part in which first one elaborates about theanalysis of several micro environmental factor to determine the future growth opportunity. Fromthis it has been found that government is supporting the businesses that bring new technology byreducing the legal issues. In section two there is a description regarding several entry modes thatcan be adopted by Arrival company to enter into Argentina market. From this it has been foundthat company must adopt strategic alliance which provide company an advantage of gettingaccess to resource, technology and knowledge of its partner. Section third contain a description regarding market segmentation and targeting that mustbe performed by Arrival company before entering into market of Argentina. From this it hasbeen the segmentation of company would be on demographical basis where target market wouldbe High income people. At last, in section four there is a description regarding porter's genericstrategy framework to formulate tactics in order to deal with market competition. From this it hasbeen found that differentiation leadership would be best strategy that help Arrival company inachieving competitive advantage. Hence, it is recommended to Arrival company that Argentinais an emerging market for Automotive sector and best place to expand the market by launching abrand new Driverless Van.
Table of ContentsEXECUTIVE SUMMARY.............................................................................................................2INTRODUCTION...........................................................................................................................1MAIN BODY...................................................................................................................................1PESTLE.......................................................................................................................................2Market entry mode......................................................................................................................6Market Segmentation..................................................................................................................7Porter's generic strategy..............................................................................................................8CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11
INTRODUCTIONStrategic marketing is defined as way through which a firm become able to differentiateits product or services from other by capitalising its strength for providing better value tocustomer then its competitors (Proctor, 2014). It support in formulating set of action executionof which help in fulfilling the customers need and want by taking effective decision. Under thisproject, Arrival Company is taken into consideration which is headquartered in London. Itmanufactures smart and electric Vans in order to providing having vehicle that can run withoutpetrol and diesel (The Smart Electric Van, 2019). Now it has decided to bring driverless vans byexpanding business in Argentina. This report consist of detail discussion regarding macroenvironmental analysing using PESTLE to determine threats and opportunities. It also includesexplanation of various entry mode that can be used to enter in new market. Further, it containsdiscussion regarding market segmentation and targeting and implementation of Porter's genericstrategy for achieving competitive advantage. MAIN BODYThe Arrival company is an London, UK based automotive organisation that manufactureand market the smart electric vans. The main aim of company for providing electric vans is toprovide a vehicle that doesn't require any petrol or diesel and also support in reducing airpollution. Now, company want to expand its business into another country i.e. Argentina, asthere is a greater opportunity within automotive sector (McDONALD, 2016). Arrival company isplanning to bring new technology in Argentina market i.e. driverless van in which people have toonly adjust the destination they want to visit. This van will be first charged using electricity andthen as per the instructions entered into the system. But before entering into new market andperforming business operations, it is very essential for company to understand the environmentin which they are going to work. This help in determining several threats that can affect thebusiness so that proper strategies can be formulated to deal with these situations. In addition tothis, it also help in identifying the growth opportunities that contribute toward the sustainabilityof business operations. Hence, to perform macro environment, a tool named as PESTLE can beused that support in evaluating several factors present in external environment such as political,
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