Strategic Marketing: Market Analysis, Campaign Strategy, and Marketing Mix

STRATEGIC MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
1........................................................................................................................................................3
Campaign strategy ......................................................................................................................6
2........................................................................................................................................................7
Marketing and communication mix.............................................................................................7
CONCLUSION..............................................................................................................................11

INTRODUCTION
Strategic Management is a bundle of decisions that a manager has to undertake for the
firm's performance. It is the concept of identification, implementation, and management, of the
strategies, that managers carried out for achievement of goals, tagetes, and objectives of the
organization (Ansoff, and et.al., 2018). This report shows internal analysis which looks on
strengths and weaknesses of business, and external analysis of market which shows businesses
environment that affect our business. In this report we applied brief campaign strategies with
using Race Model strategic implementation and also used marketing roll out plan, budget
assumptions and key performance indicator.
MAIN BODY.
1.
Market Analysis-
Market size-
The market size of Yorkshire Tea is very large and it is black tea blend and most popular
traditional product sold in UK. Yorkshire is competing with the British-owned Tata and Unilever
and most occurs a position of most famous tea brand in UK which is overtaking Typhoo and
Twinings (Resmini, 2017). The Yorkshire brand will be extended their business by providing
different tea brands. Its a larger selling tea blend firm and occurs huge market size compare with
the competitors. While researching the entire industry it has been identified that the company
market share will increase to grow overtime.
Competitors analysis-
Due to Covid-19 the company has decrease their income as its having an impact towards the
company revenue by 0.2% (Li and et.al., 2020). while analysing the competition between
Yorkshire tea and PG tips marketing mix strategy is to be followed to identify the quality of the
products and services they are providing by studying four p's of marketing.
Product- The PG tips include various tea for consumers whereas Yorkshire is popular for black
tea blend product.
Price- The PG tips use the competitive pricing strategy whereas Yorkshire follow the penetration
pricing strategy to cover huge marketplace.

Place- PG tips distribute their products by using online and offline platform however Yorkshire
deal with customers on physical stores.
Promotion- The PG tips use various techniques to promote their products by using the digital
marketing as well as sales promotion however the Yorkshire company promote their product
through digital marketing as well as by advertising.
Macro-Micro economic factors affecting the organization-
PESTLE Analysis-
Political Factor-
 Political Stability
 Relatively fair with the
public having huge
influence on the
workings.
Economical Factor-
 Inflation rate are
favourable (Perera,
2017)
Social factor-
 Income distribution
 On-trends products of
tea
Technological factor-
 Internet technology
 Quality innovation
skills
Legal Factor-
 Tax policies
 Consumer protection
act
 Employment laws
Environmental factor-
 Corporate social
responsibility
SWOT Analysis-
Strength--
 Quality of product
 the largest tea production firm (Vlados, 2019)
Weaknesses-
 Online shopping
 Uncreative in products developing
Opportunities-
 Develop online business due to Covid-19
 Bringing new flavours of tea for customers
Threat-