UGB335 Strategic Marketing

Strategic marketing.

TABLE OF CONTENT
1.0 Introduction................................................................................................................................3
2.0 Analysis of the Strategic Marketing Context.............................................................................3
2.1 Key Contextual Factor Analysis and Evaluation................................................................3
3.0 Company Analysis and Evaluation............................................................................................5
4.0 Determination and Evaluation of the Critical Strategic Marketing Approaches.......................6
5.0 Conclusion...............................................................................................................................10
References list................................................................................................................................10
Books and journal...................................................................................................................10

1.0 Introduction
Strategic marketing refers to the process through which the company can allocate their scarce
resources in to marketing activities that can help the company most and can provide the best
possible opportunities to the company. It will also help the company in having competitors
advantage in the market which is one of the most important factors for the company in order to
survive in the market (Campbell, Lowe, and Reeher., 2021.). It is important for the company to
use their resources effectively and efficiently so that the company can be able to achieve their
goals and objectives. In context to Vestas, it is a danish manufacturers, installer, sellers, services
providers of wing turbines. The company was founded in the year 1945 and was founded by
Peder Hansen. The company is the largest wind turbine manufacturers in the world and has
presence in 80 countries. The company is headquartered in Aarhus, Denmark and employs more
that 25000 employees.
2.0 Analysis of the Strategic Marketing Context
2.1 Key Contextual Factor Analysis and Evaluation
- Critical Customer Analysis and evaluation:
Customer value: It refers to the value preposition that the customers adds to the product
of the company. It is important for the company to understand that the value preposition that the
customers is adding can enhance the value of the product offered by the company. The value
preposition of the the products of Vestas is that the company is providing products that are
reducing the emission of CO2 (Chernev, A., 2020.). It will help the company in enhancing the
benefits that the product of the company is providing to the customers. Without any value the
customer of the company will not purchase the product. Strategic marketing helps the company
in creating the value and need of the product in the lives of the customers.
Customer behaviour: The value and the sales of the products of the company highly
depends up on the behaviour of the customers. The customer behaviour can be impacted through
various factors and it is important for the company to analyse all those factors so that it can help
them in analysing the behaviour of the customers and act according to that (Crick, J.M., 2021.).
It will help the company in attracting potential customers which is beneficial for the company. In
context to strategic marketing, it will help the company in analysing the behaviour of the
customer towards the products of the company and will also guide the company towards creating

changes that has to be made in the products of the company. In context to Vestas, the company
has captured a large market share in the industry which is why the company is able to identify
the behaviour of its customers perfectly which is why the company is the leader in the industry.
Changes and trends: It is important for the company to understand that the environment
of the industry in which the company is operating is dynamic. The company will have to make
continuous changes in their products, services as well as management so that they can cope with
these changes before competitors and can get competitors advantage in the market. Strategic
management helps the company in analysing these changes and trends before others and will
enable the company to act proactively so that the company do not have to face any problem in
changes and will it have to suffer from resistance to change as it can severely affect the
management of the company and will also hinder the growth of the company (Gerritsen, D. and
Olderen, R.V., 2020.). In case of Vestas, the biggest change nowadays in the industry is about
becoming more and more sustainable which is why the company is making sure that they are
taking actions proactively in this regard and this is the reason why the company is having more
and more sustainable activities in their systems.
Key customer segments: It is important for the company to analyse the key customer
segment that are needed to be attracted b the company so that the company can aim towards that
market segment and capture the market segment as much as possible. If the company doesn’t
know the marketing segment that they have to capture and make efforts for wrong customers
segment then they will not only waste the marketing efforts but will also not able able to have
sales and profits (Hanlon, A., 2018.). Strategic marketing helps the company in making sure that
the right customer segment is targeted by the company and the product of the company is
suitable according to that market segment. In that case the company will be able to attract large
amount of audiences and will also be able to capture a huge market.
Most critical factors: One of the most critical factor that the company must have to take
under consideration is that the company must make sure that they are making necessary changes
in the products of the company according to the market segment in which the company is
entering. Every market’s customers have their own taste and preferences which is needed to be
analysed by the company and make changes in the products so that the product can match the
taste and preferences of that market segment (Hassan, S.O. and AbouAish, E.M., 2018.).
Strategic marketing helps the company in identifying the necessary changes that the company