Strategic Marketing: Macro-Environmental Analysis, Market Entry Modes, Segmentation and Targeting

Strategic Marketing

Executive Summary
The project is based on strategic marketing in which macro environmental analysis, modes
of entry in new market, concept of segmentation and targeting and porter’s generic strategy is
applied in order to identify how organisation could gain competitive advantages in Market.

Table of Contents
INTRODUCTION...........................................................................................................................4
Macro-Environmental Analysis.......................................................................................................4
Modes of Market Entry....................................................................................................................6
Concepts of Market Segmentation and Targeting...........................................................................8
Porter’s Generic Strategy.................................................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Strategic marketing is a process through which company differentiate themselves from its
competitors by focusing on its strength in order to provide better goods and services to their
customers. Strategic marketing management includes the strategies decision which is made by
the organisation in its current plan so that they can maximise their plan. The report is based on
the company that has to expand its services in other country (Yusof, Mahmoud and Ahmad,
2016). So, for expanding the business in other region Organisation has to face many challenges
and also conduct an analysis in order to find out the information related to the new market. The
project highlights all the challenges, entry mode in new market, segmentation and targeting and
how firm can gain competitive advantage.
Macro-Environmental Analysis
The Macro-environmental analysis includes external factors that affect the profitability and
growth of business. These External Factors creates a huge impact on the performance of business
due to which company faces many issues and problem while working. For analysing the macro
environment, pestle analysis is conducted to identify the factors and their impact on Organisation
(Sinha, 2018). The pestle analysis conducts some factors such as political, economical, social,
technological, legal and environmental environment. It is conducted to find out the threat which
can be faced by the Organisation due to the macro environmental factors.
Political Factors reflects about the degree of intervention which government takes place in
the economy or Industry. The political factors include government policy, foreign trade policy,
labour law, trade restrictions, political stability, corruption and tax policy. The Organisation must
understand the political factors and its impact on performance of business. It affects the
profitability of company as if there is no political stability in Bulgaria. London Recycling
technologies must know the tax policies, government policies and foreign trade policy of
Bulgaria so that they can establish their business smoothly without facing any issues and trouble.
It is important for the company to address the political factors so that they can assess the
attractiveness of potential market.
Economic Factors determines the performance of the economy by including the factors
such as interest rates, unemployment rates, exchange rates, disposal income of consumers,
economic growth and inflation rate (D’Souza, Taghian and Brouwer, 2021). The Economic