Strategic Marketing: Macro Environment Analysis, Market Entry Strategies, Market Segmentation and Targeting, Porters Generic Strategy

Strategic Marketing

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Macro environment analysis........................................................................................................3
Different modes of market entry..................................................................................................5
Market segmentation and targetting.............................................................................................7
Porters generic strategy strategy..................................................................................................9
CONCLUSION..............................................................................................................................10
REFERNCES...................................................................................................................................1
Market entry strategies. 2018. [Online]. Available through:<http://www.tradestart.ca/market-
entry-strategies>...............................................................................................................................1

INTRODUCTION
Strategic marketing is the prominent process that outline the objective of firm in terms of
adequate planning, organising as well as executing the suitable idea to gain the competitive edge
over others. This further assist to secure the market share of company by successfully catering
the mission and attain the suitable objective of firm. The significance of building the marketing
strategy is to satisfy the main stakeholders that is customer so that they can gain the dominance
over market and build substantial image (Chernev, 2018). For the better overview Ashanti
Marketing Solution Limited which is the marketing consultant gives advices to their client in
terms of developing the potential strategy to gain success. Marks and Spencer is the client of
AMS company that gives useful advice to client in terms to adopt the diversification strategy and
enter in new market with new product. This report cover topics like analyses of macro
environment before launching new product and build justified strategy that act as a solution for
M&S. Determine the entry modes of marketing that is suitable for the client to follow and
accordingly plan out the segmentation and targeting method to capture potential target market.
Further, practical application of the Porter's generic strategy in order to build particular strategies
and gain global dominance are covered in the report.
MAIN BODY
Macro environment analysis
Marks and Spenser is the British multinational brand that offer premium quality of
clothing, home décor items as well as food product to the national and international customers. It
is the public limited company that was founded in the year 1884 and has immense retail store in
order to successfully cover the needs and requirement of diverse customer. Thus, it is the highly
recognised company due to which AMS limited recommended M&S to extend its product line
and come up with baby products. The company can successfully launch these products in the
Latvia country which is situated in Baltic sea and experience huge tourism because of its well
designed cities and high infrastructure. Being the popular country which experiences potential
economic growth is a suitable platform to attract the customer and expand the sales of
completely new product (Foxall, 2014).
Macro-environment analysis is itself a broad term that focuses on the opportunity as
well as threat that exist in the external environment. This directly impact the processes and affect

sustainable performance which directly affect the long term growth of country. It basically
include the external factors like PESTLE analyses that determine the actual condition of the
surrounding before diversifying the process. Explanation of these factors in context to the client
of AMS limited are determined below:
Political factor: It refers to the government rules and regulation, taxation policy as well
as different political condition that can affect the functioning of the companies situated in the
particular market. Marks and Spencer has the global presence due to which most of the customer
recognises the brand and have trust over the prestigious offering of company. Initially the
company used to experience immense profit due to which to the leverage of free trade zone by
operation in whole European Union. Later on due to the emergence of Brexit affect the
profitability of large multinational company (Hajli, 2015). Thus, the company can take
advantage of economies of scale and diversify its operation in Latvia country because there the
political condition are scale and experience huge tourism which is the scope of high profitability.
Economic factor: It is related to the purchasing power of customer as well as their
spending habits that instigate the company to set the strategy and launch completely new product
in market. M&S is the part of retail industry but instead of appealing the interest through
discounted product it attract customers through its quality. Although the disposable income of
customer is high in Latvia country so it is desirable platform to spread awareness about the new
range of baby products.
Social factor: It is linked with the specific values, preferences, customs as well as
behaviour of customer within society. Some of the large company's fail to operate in the
particular country because they lack to gain the potential information about the foreign culture.
Herein, Marks and Spencer before launching the new baby products need to understand the
social background of the local resident of Latvia country. Based on preferences the company
need to promote the brand to gain global dominance.
Technology factor: It refer to the latest innovation and trend that is opt by company with
the objective to expand the operations of firm. M&S are prone to technology in terms to scale up
the process and functioning due to which it even provide the training to staff to use innovative
technology and work in customised software. Along with that it has strong presence over social
media by which the company can successfully engage the customers through promotion.