Strategic Marketing: Macro Environmental Analysis, Market Entry Routes, Market Segmentation and Targeting, Porter's Generic Strategies

Strategic Marketing

Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................2
Macro environmental analysis of the firm consisting major opportunities and threats that the
company could face in selected nation........................................................................................2
Explanation of main market entry routes.....................................................................................4
Description of market segmentation and targeting in form of targeting its consumer
appropriately................................................................................................................................4
Explanation of Porter’s generic strategies...................................................................................5
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................8

INTRODUCTION
Strategic marketing is an activity of planning, improving and implementing strategies to attain
business goal and gain competitive edge from a chosen business marketplace. It can be a process
of utilising diverse marketing plan of action to solve the complexities which are occurred in the
business of a venture. It helps in improving products and services with effective profit marketing
potential. It also assist in finding out the areas that are impacted by organisational development
and help in framing an organisational plan to fulfil needs and demands of customers (Chernev,
2018). This report is supported to Rowlinson Knitwear which is a manufacturing company and
produce premium quality garments. The main aim and objective of this firm will use several
marketing plan of action to solve the problems that are arisen in the business of it. This document
will cover information about macro environment analysis, market entry routes, concept of STP
and Porter’s generic strategy for the efficacious business activities and operation of enterprise
and gain competitive benefits from marketplace.
MAIN BODY
Macro environmental analysis of the firm consisting major opportunities and threats that the
company could face in selected nation
Rowlinson Knitwear is a manufacturing company which was incorporated in 1935. This firm
produce premium quality garments for independent retailers of school wear and corporate wear
(Moutinho and Vargas-Sanchez, 2018). For instant, now the firm decide to make expansion in its
business with its new product “Traditional Wear” in Asia.
PESTEL analysis of Rowlinson Knitwear
It is a strategic tool and technique that is used by organisations to determine the macro
environmental factor or external components that affect the business of the company in
favourable and unfavourable manner. It is a process that helps the firm to find out that are which
are affected by external environmental elements (Sahaf, 2019). The description of PESETL
analysis in context of Rowlinson Knitwear is as below:
Political factor- It refers to those components that are all about how and what extent a national
authorities arbitrates in the economic system or particular sector. It include government stability
and instability, taxation policy, corruption level, trade regulations, labour law and foreign
exchange rate etc. In Asia, the political atmosphere is clouded by political intolerance and
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mismanagement etc. So it can create unfavourable impact over the business of Rowlinson
Knitwear because due to mismanagement cannot set up and operate its business in ethical, legal
and structural manner. So it influences the image of the venture in negative form. But the free
trade factor can create favourable impact and beneficial to respective enterprise to run its
business with new commodity at this location (Moutinho and Vargas-Sanchez, 2018). So it, can
be determine that under this factor, organisation have major threat regarding its business.
Economic factor- It is another component of respective analysis which include exchange rate
unemployment trends, economic growth, currency rate, inflation and deflation rate, monetary
policies and labour costs etc. In Asia, exchange and currency rate is low so it is not easy for any
business to run and stay in demand. So if the administration of Rowlinson Knitwear runs its
business with the help of its new product “Traditional Wear” then it will offer growth options to
the venture (Sahaf, 2019). In Asia, the unemployment rate is adequate or moderate which can be
utilised by this firm as an growth option. In this component, the level of threat is high is high in
respect to opportunity for Rowlinson Knitwear.
Social factor- This factor consider different elements like culture, value, beliefs, life standards,
demographic factors and taste & preferences of target audiences. When the needs and demands
of consumers are changed then this component influence the business in positive and negative
manner (Thrassou, Vrontis and Bresciani, 2018). In Asia, the change is occurred in consumer
need frequently and they want innovation in their wear so by offering traditional wear product,
the firm can fulfil their need in effective manner. This will favourably affect the business of
organisation and provide business development opportunity.
Technological factor- It consist technology incentives, legislations regarding technology, basic
infrastructure level, communication infrastructure and access to new techniques etc. In Asia,
countries have not technical advancement that can affect the business of firm in negative manner
and affect business operation of the business. But using different technology like social media
tools in promotion the firm can make development by creating awareness about its new product
“Traditional Wear”. This will help in increasing customer base in term of familiar them about
new products that are able to satisfying them (Thrassou, Vrontis and Bresciani, 2018). So this
actor affect the company by creating threat reading innovative technology in manufacturing but
provide opportunity by cresting awareness by using social media tools
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