Strategic Marketing Assignment - Dacia Duster

STRATEGIC MARKETING

EXECUTIVE SUMMARY
Strategic marketing refers to determination of one or more than one sustainable
competitive benefit that company has in market it provides and also resources al;location in order
to be exploit them. This assignment explain regarding introduce new and innovative cars with
attractive features in Brazil in order to expand business in large market. The main motive of this
organisation is to attract large number of people which like to drive most. Before conduct
business, it is necessary to analyse internal as well as external factors. It will be helpful in
introduce any new service and goods at market place. Firm can successful launch particular new
goods and services in market of Brazil. In order to present the findings, this report has attempted
numerous strategies of market entry such as joint venture, acquisition etc. along with optimised
the Potter's generic model, market segmentation etc.

Table of Contents
INTRODUCTION...........................................................................................................................1
PESTLE analysis.........................................................................................................................1
Market entry strategies................................................................................................................3
Market segmentation...................................................................................................................5
Porters generic strategy...............................................................................................................6
CONCLUSION................................................................................................................................8
REFERENCES ...............................................................................................................................9

INTRODUCTION
Marketing strategy refers to forward looking and long term approach to the approach
with fundamental aim to attain sustainable competitive benefit. Companies use the strategic
marketing in order to develop better plan for fulfil requirements while enhancing growth and
profit level. It is helpful in develop effective marketing plan to accomplish consumer needs,
maximise profit and make improvement in performance of firm. This report is based on Dacia
Duster that is compact sport utility vehicle (SUV) developed jointly through French Renault
producer in particular market like Iran, Mexico, Egypt, UAE etc. However there seems to be a
growing opportunity for this car in the Brazilian auto market. Therefore, as part of this report
macro- environment analysis of Brazil will be conducted to assess the organisation’s
opportunities and threats which are important for an organisation trying to expand it
internationalisation operations (Baker, 2014). Also three entry modes will also be assessed with
the aim of recommending one which might be suitable for the organisation to go into the
Brazilian market. Market segmentation process leading to the selection of a prioritised segment
will also be carried out. Finally Porter’s generic strategies will also be analysed on the chosen
organisation to select which on might be appropriate be embarked on by the organisation to gain
competitive advantage.
PESTLE analysis
Dacia is car producer firm that take its name from historic region which constitutes more
of the existing day Brazil. This firm was establish in year 1966 and also has been subsidiary of
French Car Producer Renault company since 1999. It is largest exporter and top firm in terms of
revenue. Its target people are middle class of people in order to gaining more competitive
benefit. It is helpful in get positive result. At market place, this company has large number of
competitors. Dacia organization can expand its business in Brazil country because under this the
political stability is goods and there is no expansion of this company. So, it is a main reason to
expand business in Brazil country. Regarding this, it is essential for Dacia organisation to
analyse its all macro economic environment that includes political, economic, social,
technological, legal and environmental factors. PESTLE Analyse is an effective tool that used
through marketers in order to measure and also monitor external environment components that
develop negative affect on business (Bar‐Isaac, Caruana and Cuñat, 2010). There is no control of
firm on all these factors. Before launching new product at market place, it is a responsibility of
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