Strategic Marketing: Analyzing Environment & Developing Sales Strategy

This report provides a comprehensive overview of strategic marketing, marketing management, and the marketing process, highlighting their differences and interdependencies. It explains how managers conduct business environment analysis using tools like PESTLE to develop effective business strategies, considering political, economic, social, technological, legal, and environmental factors. Furthermore, the report identifies various sales promotion techniques and outlines the steps involved in developing a robust sales strategy, emphasizing the importance of value proposition and customer needs. Desklib offers a platform for students to access this and other solved assignments, along with past papers, to enhance their understanding and academic performance.

Strategic
Marketing

Contents
Q.1) Describe the difference between strategic marketing, marketing management and marketing
process..............................................................................................................................................1
Q.2) Describe how a manager conduct business environment analysis to develop a business
strategy.............................................................................................................................................2
Q.3) Identify sales promotion techniques and how do you develop a sales strategy.......................2
References........................................................................................................................................4

Q.1) Describe the difference between strategic marketing, marketing
management and marketing process.
Strategic Marketing- It is the process which is related to planning, analysing, monitoring and
assessment the all necessities for the company to achieve their target. The management sets the
goals of the company and also comprise the strategy to review the internal and external factors. It
include the strategic steps which helps to find the direction, analysing the resource, formulating
and implementing the strategies. This strategic planning support the company to compete in the
market and provide the best opportunity to achieve the target of the company efficiently and
effectively. The company need to following this steps of strategic mangmnet process such as
identifying the direction, analysing the resources, framing strategies, implement and evaluating
the strategies.
Importance of strategic mangmnet
 Helps to improve the company performance
 Reduce the risk and wastage of resources
 Competitive advantage
Marketing mangmnet – It is the process which is related to the controlling the marketing
aspects, setting the goal for the company, taking and executive the plan to achieve the target of
the company for getting maximum turn over. It helps the company to reaching the potential
customer for the vital component for a business strategy, they ensure that customer are satisfied
with their products and services. Along with marketing management is a wide range method,
which support the company to improve their performance and manger are use this process which
include market and customer analysis, development and market program, monitoring. Market
mangmnet are many types such as brand management, business development, product
development, media relation and so on. Marketing mangmnet is a strategic tool which is used for
promoting the business by using different techniques (de Oliveira and Caetano, 2019).
Marketing Process- It consist the four elements which include marketing mix, strategic
marketing analysis, marketing control, planning and so on. Firstly company need to
understanding the marketplace and customer taste and preferences, because it helps to satisfied
the customer need and build the strong relations, which helps to increase the long-term costumer
equity for the company. Second design the customer- driven marketing strategy, so company
1

need to selecting the target customer, then deciding them how to serve the customer for the best
way. Third constructing the marketing plan to deliver the superior plan and last capturing the
value of customer, because it helps the company to build the brand image and earn maximize
profit.
Q.2) Describe how a manager conduct business environment analysis to
develop a business strategy.
If the company manger wants to analyse the business environment to develop their strategy, so
they need to doing the PESTLE analysis which is related to the external environment, that helps
to make the effective business strategy.
Political- this factor helps the company to determine the extent which is related to the
government influence the industry, for example if the government impose the new tax or duty, so
company need to analysis the government policy.
Economic- This factor are determine the economy performance which is directly influence the
economy or a business, along with it includes fiscal policy, trade tariffs and so on.
Social factor- The company ned to determine the culture trends , population analytics and so on,
along with company need to fulfil their social responsibility efficiently.
Technology- This factor is related to innovation technology, that may affect the building
operation, so company need to adapt the new technology to attract the customers.
Legal- This factor is related to the internal and external sides, company need to focus that they
are not breaking any rules and regulation of the government.
Environment- This factor are related to the surrounding, that company need to focus that they
are making their product eco-friendly and use different techniques which helps to reduce the
wastage (Liyanaarachchi, Deshpande and Weaven, 2021).
Q.3) Identify sales promotion techniques and how do you develop a sales
strategy
Sales promotion is the marketing strategy which is used by the company to promote their
product and services to increase the sales. Along with to develop the sales strategy, they need to
focus on this things such as to build a powerful value proposition, identify the customer needs,
identify the market position, and so on. Effective strategic planning help the company in sales
2

promotion, so that they can able to achieve their target in efficiently and satisfied their customer
too (Zahari and Romli, 2019).
3

References
Books and Journals
de Oliveira, D.S. and Caetano, M., 2019. Market strategy development and innovation to
strengthen consumer-based equity: The case of Brazilian airlines. Journal of Air Transport
Management, 75, pp.103-110.
Liyanaarachchi, G., Deshpande, S. and Weaven, S., 2021. Online banking and privacy:
Redesigning sales strategy through social exchange. International Journal of Bank Marketing.
Zahari, A.R. and Romli, F.I., 2019. Analysis of suborbital flight operation using
PESTLE. Journal of Atmospheric and Solar-Terrestrial Physics, 192, p.104901.
4