Strategic Marketing

Running Head: STRATEGIC MARKETING
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Strategic
Marketing
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Word Count- 1500

STRATEGIC MARKETING
Executive Summary
Strategic Marketing involves an undertaking of marketing techniques to gain competitive advantage and
developing goods and services which helps in earning the profit. Strategic marketing planning consists of
various strategies that help any company compete with rival firms. Strategic planning is helpful for every
organization to scan the environment to identify different factors affecting the company and making out
the best strategies for the target market. It is also helpful in the proper utilization of resources for
increasing the sales revenue. It is important to analyze the strategic marketing plan to assess the internal
and external environment and analyze the strategies to gain competitive advantage by full use of
opportunities and strength and avoiding weaknesses and threats.
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STRATEGIC MARKETING
Table of Contents
Introduction.................................................................................................................... 3
PESTEL Analysis............................................................................................................ 3
1. Political Factors..................................................................................................... 3
2. Economic Factors................................................................................................... 3
3. Social Factors........................................................................................................ 3
4. Technological Factors.............................................................................................. 4
5. Environmental Factors............................................................................................. 4
6. Legal Factors........................................................................................................ 4
Opportunities and Threats.................................................................................................. 4
1. Opportunities........................................................................................................ 4
2. Threats................................................................................................................ 4
Market-Entry Options....................................................................................................... 5
1. Strategic Alliances.................................................................................................. 5
2. Mergers and Acquisitions......................................................................................... 5
3. Foreign Direct Investment........................................................................................ 5
4. Licensing and franchising......................................................................................... 5
Market Segmentation and Targeting...................................................................................... 6
Porter’s generic strategy.................................................................................................... 8
1. Cost Leadership Strategy.......................................................................................... 8
2. Differentiation Strategy............................................................................................ 8
3. Focus Strategy....................................................................................................... 8
Conclusion..................................................................................................................... 8
References..................................................................................................................... 9
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STRATEGIC MARKETING
Introduction
Marketing is a process of providing value to customers by understanding their needs and performing
different strategies to gain competitive advantage. Strategic Marketing elaborates the company’s
objectives and lays down different ways to achieve those objectives. TESCO Company is taken for the
strategic marketing who wants to enter in Brazil market and the product which can be chosen by the
company is grocery product falling into the industry of retailing. Mobile phones are need of every
individual because it comes with new technology and has tough competition in the market. This report
highlights PESTEL Analysis to identify the macro-environmental factors and the results of these factors
will be helpful in analyzing the opportunities and threats for the TESCO and also analyzing different
modes of entering into the market, market segmentation and lastly Porters Generic Strategy for analyzing
the best strategy.
PESTEL Analysis
PESTEL Analysis is undertaken to identify different factors that affect the organization externally. This
framework is used to analyze an organization’s Macro forces that affect the company and the outcomes of
these factors are used to make full use of opportunities and minimizing the threats of the organization
(Issa, et al., 2010). The factors are explained as follows:
1. Political Factors
Political factors include the political instability, change of the governments and also bureaucratic issues
that the company can face during the course operations. This can have negative or positive impact on the
company (Bonnici & Galae, 2015). However, in Brazil, there is political stability. There is an
independent body for regulating the activities of the communication industry that monitors the activities
of mobile firms. Therefore a company can enter in that market by evaluating these forces that may affect
the mobile industry. Also, there are certain rules and regulations that can affect the mobile industry.
2. Economic Factors
Economic factors include the level of economic system and employment and economic structure that can
directly affect the sales of the company. In Brazil, the government is fair and therefore policies relating to
employment, interest rates, exchange rates, are favorable to the mobile industry. There is economic
instability as there are fluctuations in taxation and trade policies that affect the business. Also, due to the
fluctuations into the exchange rates, company’s business can be affected. For coping with the situation,
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