Strategic Marketing

STRATEGIC MARKETING

Executive Summary
Strategic marketing involves creating, implementing various strategies to achieve organization's
objectives and to have a competitive edge over others. This report includes PESTEL analysis for Kaffiene
to analyse macro environmental factors of Ireland, which states the positives, negatives factors and
opportunities and threats for Kaffeine in order to launch successfully organic green coffee and also
analysed various market-entry options and suggested most suitable market entry option for Kaffiene,
which was Strategic Alliances. The meaning of Market segmentation in business, targeting the market
share in general terms for expansion and growth among the potential targeted customers. Studying
behavioural approach and demography of Ireland to path out the market scenario, key points to work on
for business growth. Analysis of the Porters generic strategies and explanation of Cost leadership being
the most suitable strategy to use for further stable growth in economy.

Table of Contents
INTRODUCTION...........................................................................................................................4
MAIN BODY..................................................................................................................................4
PESTEL ANALYSIS..................................................................................................................4
Market entry options....................................................................................................................6
Market segmentation...................................................................................................................7
Porters generic strategies.............................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Strategic marketing refers to plan, co-ordinate and apply strategic marketing tactics in order to
have competitive advantage and also helps in identifying company's goals and how to accomplish them.
Main objective of this report is, that a coffee shop named Kaffiene, which is SME of UK, wants to spread
their services to outside the country. They want to introduce a new product, organic green coffee, and also
to launch the same overseas.
The report provides PESTEL analysis to identify the factors the company will face while
launching the product, and also the opportunities and threats according to PESTEL analysis, which will
ultimately guide the company to take precautionary measures. This report also states different market
entry options including strategic alliances, mergers, acquisitions and FDI's etc and also critically explains
market segmentation and targeting customers. This report provides and justifies most suitable market
entry option for Kaffiene and how could they target potential customers efficiently. This report also
includes Porter's generic strategies, while also suggesting best suited strategy for Kaffiene, after critically
analysing.
MAIN BODY
PESTEL ANALYSIS
PESTEL analysis is a tool used by marketing professionals to analyse macro-environmental
factors that affects any organization and to identify opportunities and weaknesses.
Illustration 1: Pestel Analysis
(Source: PESTEL Analysis. 2019.)