Strategic Marketing: Internal and External Factors

This presentation discusses the internal and external factors that impact strategic marketing and how they contribute to the achievement of organizational goals. It covers market audit, key strategic marketing objectives, and provides insights into market size, competitors analysis, and macro and microeconomic forces affecting strategic marketing. The presentation also includes customer analysis and stakeholder analysis, along with key strategic marketing objectives and a conclusion.

STRATEGIC
MARKETING

 INTRODUCTION
 MARKET AUDIT
 KEY STRATEGIC MARKETING OBJECTIVES
 CONCLUSION
 REFERENCES
TABLE OF CONTENT

 Strategic marketing gets a better sense of operating in the market as well as
makes the organization have higher achievement of goals and objectives.
 The presentation is going to discuss the internal and external factors which
are impacting the working of an organization so that there is going to be
effective working in the business.
INTRODUCTION

 Market size of Yorkshire Tea is worldwide which is that with experience the
organization has been able to expand them in the market.
 The customers want attractive designs and products which is going to suit
their lifestyle.
 There are a lot of other products as well which Yorkshire Tea can start in
order to be able to satisfy their customers’ needs and demands which are
going to be good for the competitive advantage.
A) MARKET SIZE AND TREND DATA

 The competitors in the market are high but the brand recognition and the
quality of the product is higher which makes the organization have a
strong base for them in the market.
 The organization will have to promote them in market and also be able to
successfully expand their working in other products in order to be able to
expand them and have higher economic and competitive advantage.
B) COMPETITORS ANALYSIS

 SWOT
 Strengths
 The company has a strong place for themselves in the market over years which
are a great strength for the company. Customers are aware of Yorkshire Tea
products and services in the market which is a great strength for the company to
have.
C) MACRO AND MICRO ECONOMIC FORCES
AFFECTING

PESTLE
Political factors
 The company has developed themselves worldwide already which is making the
organization have high sales. The promotions of the organization are not present
which has to be controlled so that the organization will be able to get in more
customers.
Economic factors
 The organization is having good sales but Yorkshire Tea will have to invest in
promotions and other aspect in order to be able to operate effectively in the market.
CONTINUE…

 Customers are using the products of Yorkshire Tea but they are not aware
about it much because the company has not been able to make an impact
on their audience.
 Generations have been using it from years and that is a good brand image
in the market but they are not sure of the products and brand name which
can impact the sales of the organization.
D) CUSTOMER ANALYSIS

 There has to be complete transparency which needs to be present in the
organization with the stakeholders of the organization.
 The stakeholders are suppliers, owners, creditors, customers and investors
of the organization who needs to know about the changes which are taking
place and improvement which the organization needs in order to be able to
gain competitive market for having a long run in the market.
E) STAKEHOLDER ANALYSIS

 To increase sales of new product of Yorkshire Tea by 40% till the
end of year 2023.
 To enhance consumer experience by 30% in upcoming 10 months.
 To increase the profitability by 40% till the end of year 2024.
 To increase the market share by 65% till the end of year 2026.
KEY STRATEGIC MARKETING OBJECTIVES

 From the above presentation it can be observed that there has to be good
understanding of the market, both internal and external factors so that there
is going to be effective objectives which can be planned for the
organization to have.
 Businesses have to be certain about the methods they have been using over
years so that there is going to be higher performance which is going to be
present.
CONCLUSION

 Bahng, Y., Yang, J.H. and Reilly, A., 2016. A qualitative approach to
understanding Hawaiian apparel manufacturers' exports: strategic
marketing resources, dynamic capabilities and export
barriers. International Journal of Export Marketing. 1(1). pp.96-113.
 Cegliński, P., 2016. Use of strategic marketing management tools in
contemporary enterprises. Marketing i Zarządzanie. 46(5). pp.9-16.
 Enckell, M., 2016. Planning strategic marketing for non-profit
organizations.
 Kreutzer, R.T., 2019. Strategic and Operational Marketing Plan.
In Toolbox for Marketing and Management (pp. 225-229). Springer,
Cham.
 Proctor, T., 2020. Absolute Essentials of Strategic Marketing: A Research
Overview. Routledge.
REFERENCES

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