Strategic Marketing Management

This study discusses the role, process, tools, and techniques of strategic marketing management. It also emphasizes the importance of relationship marketing and explores various marketing strategies.

Strategic Marketing
Management

Executive Summary
In this study has been concluded strategic marketing management. In this study has been
discussed role, process, tools and techniques of strategic marketing. In this study has been also
concluded the importance of relationship marketing in strategic management. Also, included
various methods and approaches for marketing strategies.

Table of Contents
Executive Summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................4
1.1 Role of strategic marketing in an organization. ...................................................................4
1.2 Process of Strategic Marketing.............................................................................................5
1.3 Link between Strategic Marketing and Corporate Marketing...............................................7
2.1 Values of models used in Strategic Marketing Planning......................................................7
2.2 Link between Strategic positioning and Marketing tactics...................................................8
2.3 Importance of relationship marketing in a given strategic marketing strategy.....................9
3.1Effective techniques of the marketing for growth in the market:........................................10
3.2 Planning of marketing strategy:..........................................................................................11
3.3 Objectives of the strategic marketing:.................................................................................11
4.1 External factors affecting the marketing strategy:..............................................................12
4.2 Conduct an internal analysis to identify current strengths and weaknesses in a marketing
strategy......................................................................................................................................14
4.3 Proposal of strategic marketing responses to key emerging themes in a marketing strategy.
...................................................................................................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTION
Strategic marketing management, is the process by which company can know about their
current situations in the market. With the help of this marketing tool business can find out the
various opportunities for the business (David and David, 2017). Strong strategic marketing plan,
business can make strong image in the market. Strategic marketing management is important for
compete with competitors within the market, also help business for their product development
and earning high rate of profit, with the help of effective marketing strategic process
organization, utilize optimum resources of the company.
Amstrad is British electronic company which is established in 1968, by the founder of
Lord Sugar. The company provide electronic product services to the different market and the
customer. Company headquarter is in Brentwood, Essex, UK. In this study will discuss the
strategic marketing for Amstrad company product smart android LED. In this study will include
role of strategic marketing, process of strategic marketing and also link strategic marketing with
corporate strategy. In this study also summarize values of model used in the strategic marketing
planning, link between marketing tactics and strategic positioning and also includes importance
of relationship marketing in strategic marketing strategy (Hajli, 2015). This study will also
include marketing techniques for growth of opportunities in market, design plan which is use
marketing strategy option and also conclude appropriate strategic marketing objectives for a
market. Also, in this report will include the impact of change in external environment on a
marketing strategy, also conduct an internal analysis to evaluating the strengths and weaknesses
of marketing strategy and include emerging theme in a marketing strategy.
1.1 Role of strategic marketing in an organization.
Strategic marketing is systematic tool by which a company can easily differentiate itself
from their competition available in the market. With the help of strategic marketing organization
can know about their strength and potential to fight with the competitors. For implementation of
the strategic marketing plan company have to answer few questions such as, where to complete,
how to complete and when to complete (David and David, 2017). Strategic marketing have
several roles, which are performed in the company. There are some roles of strategic marketing
which is also implemented in the Amstrad organization i.e.:
Evaluating the current environment: Strategic marketing planning helps the Amstrad to
evaluate the positioning and presentation of the company in the different market situation. With

the help of strategic marketing plan company can know that how organization is performing in
the competition environment of the market. With the help of this technique company can design
the plan which improve the performance of the company and also shape the products as per the
competition environment (Hajli, 2015). As per the strategic marketing method, Amstrad
company know the demands of SAMRT android LED in the market and design LED as per
customers needs. It can be possible just because of strategic marketing plan.
Establishing marketing objectives: With the effective strategic marketing method, Amstrad
organization become able to established clear objectives of marketing. Because with help of this
marketing tool company can know the actual condition of the market and set the effective
objectives which can be helpful for achieving the goal of the company. This is help organization
to design or implement specific time period objectives which company wants to achieve in the
short time.
Product Development: The another major role of strategic marketing, is the development of
company product. With the help of this technique company can know that what kind of products
is demand by the market and the customers (Tomczak, Reinecke and Kuss, 2018). And also, with
the help of this method Amstrad organization can also know that how many changes and
improvement are needed in the products and what are the modification customers want ion the
product. For an examples company design Smart android LED, just because of satisfying the
need of customers and competing with competition in market. Company can get all the details
about products and customers with the SWOT analysis method (Castro, 2015). These techniques
are also beneficial for the organization to earn profit in the market by providing good quality
products and services to the customers.
1.2 Process of Strategic Marketing
Amstrad organization use the strategic marketing process for their company and product
growth. This process has 5 steps i.e.:
Mission Identification: The very first and significant step of this process is mission
identification. Because company have to know that what are need of new plan and how it can be
profitable for the organization (Tomczak, Reinecke and Kuss, 2018). In the mission
identification step, Amstrad will find out the actual needs of changes in the business it can be of
different type such as product development, competition, changes in market environment etc. As

per this mission identification company can know the need of Amstrad smart android LED in
market.
Analysing the situation: The second step of strategic marketing process is analysing situation.
For this Amstrad company conduct a SWOT analysis for their product. With the help of SWOT
analysis company can know the strength, weakness, opportunities and threats of the product in
the market (Kerr and Patti, 2015). Also, with the help of SWOT, company manager can design
strong strategies which are helpful for removing the barriers for the product. For product of the
company, strengths and weakness are decided on the company but the opportunities and threats
are impact the company product outside. So, with the help of this step company can identify
complete condition of the market, which is give the detail market situation is favourable for
product or not.
Specify Marketing Objectives: In the third step of strategic marketing process, company
management design specific marketing objectives for the product. These objectives are provided
an effective way to company to achieve their target. According to this step of plan, Amstrad
management design some objectives for their smart android LED product, for the growth of
product in the market (Kerr and Patti, 2015). These objectives are good for the success of
Amstrad company product in the market. Company management design those objectives which
are achievable in the short time period. For an example Amstrad company design objective that
sale of new smart android LED is 75% within 6 months after launching product.
Developing the strategy: This is the fourth step of the process, according to this step company
develop strategy which are base on the growth of company product. In this step Amstrad
company select specific market and groups of consumers which are more interested to buy
company new product which is SAMRT android LED (McDonald, 2015). For this manager of
the organization design tactics, strategies and also utilize marketing mix tools such as product,
promotion, place, price, public etc. This strategy is helpful for the company and its product to
achieve profit and sustain the market.
Evaluation Plan: The last step of this process is evaluation plan. In this plan Amstrad company,
timely evaluate their strategic management plan (Felix, Rauschnabel and Hinsch, 2017).
According to evaluation plan company will know that their plan is successful or not. With the
help of evaluating plan company can also know that what are the growth their smart android
LED in the market.

1.3 Link between Strategic Marketing and Corporate Marketing
Corporate strategy and marketing strategy are two very important but different plans of
an organization. Corporate strategy help an organization to satisfying their long terms goals
whereas strategic marketing help an organization to attract consumers towards their company
products and services (Icha and Agwu, 2015). For understanding the link between strategic
marketing and corporate marketing will have to understand the meaning of both terms.
According to the corporate strategy, it is systematic planning of company achieving their future
long term goals and targets. The corporate strategy also focus that how an organization or
business mange their risk, resources and return across the company (Agic and et.al., 2016).
Whereas, strategic marketing means, how an organization attract the customers and retain them
with the organization. Corporate and marketing strategies are also played an important role in the
Amstrad organization. Company use those methods which gives success to in their management
system of the business. By using the corporate strategy in business Amstrad try to achieve their
long term objectives such as extend the business at the global level and also improves the share
price of the company. With the help of this strategy company can enhance their market image in
the market. Corporate strategy of the company is also impacted the product of the Amstrad. Such
as company product, smart android LED is also impacted by the image of the company, if
company image is better than consumer show their interest towards organization product
(McDonald, 2015). Whereas by using strategic management plan, company can attract customers
towards their product and retain with an organization. Such as company product, smart android
LED is a new product of the company and for this management design plan by which they attract
customers base to buy their company product and also tries that consumer also willing to buy
product of Amstrad organization. So, that is the relation between in corporate and strategic
marketing, with the help those strategies company can become successful in the market.
2.1 Values of models used in Strategic Marketing Planning
In the strategic marketing planing, various types of models are used but two main models
which are includes in strategic marketing planning i.e.: Porter's Five Force Model and PESTLE
analysis. Porter's five force model, this model help Amstrad organization to evaluating and
analysing five competitive forces that shape every company structure and help company to find
out their weaknesses and strengths (Agic and et.al., 2016). This model is also used by the
Amstrad organization to determining the corporate strategy of the company. With the help of this

model company can identify the current conditions of their competitors in the market and also
improve the company long-term profitability. This model includes 5 major forces, the first one is
competition in the industry according to this force Amstrad organization find the recent
competitors of the company and how they attract customers in the market. With this situation
company can know that their product is sustainable in market or not. The next step of this model
is potential of new entrants into the industry, with the help of this factor company can know that
who are newly entered the same type of industry. And also find out which quality products and
services they are offering the customers (Felix, Rauschnabel and Hinsch, 2017).
The next factor of this model, power of suppliers, according to this company can know
the power of suppliers because in market various suppliers are available but it is completely
depended on the company that power is give to suppliers or company wants to control suppliers
by themselves. If company can give the power in hand of suppliers than company have to pay as
per the suppliers demand. Power of customer is the next factor of this model, according to this
company find out that customer is retained with an organization or left company products and
services if company does not reduce the price of products. The last point this model is threats of
substitute, which is help Amstrad company to find out that how many substitute products
available in the market of their new product smart android LED.
The another model which is use in the strategic marketing process is PESTLE analysis.
PESTLE analysis, which is helps the Amstrad company to find out external marketing
environment which influence their business(Cegliński, 2016). It includes those factors which are
directly impacted the business of the company such as political factors, economic factors, social
factors, technological factors, legal and environment factors. These all factors impact the
business from the outside. If an external environment is appropriate for the company than, the
products of smart android LED, become successful in the market because all the external factors
are in support for the company product (Yang, Cheng and Zhang, 2017). But in case external
condition of the market is not appropriate than it will impact on the performance of company and
also affect the image of the product of the company.
2.2 Link between Strategic positioning and Marketing tactics
Segmentation: The marketing segmentation is very useful an organization to identify bases for
segmentation. With the help of this method company can identify, the important characteristics

of each market segment (Yang, Cheng and Zhang, 2017). In this Amstrad organization identify
the customers needs and wants in the segment market.
Targeting: The another point is targeting, in this company management identify their target
group of customer in market (Cegliński, 2016). With the help of these Amstrad company, find
out the demands of customer in the market. For this thy are use online revenue contribution for
each market, by using the method of customer life-cycle targeting etc. By the help of targeting,
company can know about the needs of company product smart android LED in the minds of the
customer.
Positioning: In this step company try to find out product positioning for selected or choose
segments. For this company management of Amstrad also design and implement tools of
marketing mix for the selected market segment.
The STP, is linked with the proposed marketing tactics. Through the STP company
Amstrad can provide the detail information about their products and services to the customers
(Kerin and Hartley, 2015). Because marketing tactics are useful for the company to share their
information with the customers. With the help of STP, company can know need and wants about
the smart android LED, and also determine the market in which company can sale their product.
Amstrad could also know about the target group of customer who are interested towards
company product and services. Strategic positioning and marketing tactics are two very useful
and important tools of the company. It is use by all the company for their marketing of products
and services (Papadas and et.al., 2019). Strategic positioning help company to set the process of
company products and services with the good quality of product. Whereas marketing tactics is
use by the organization to promoting company products and services. Amstrad also use both
tools, by using the strategic positioning company can design the smart android LED values and
qualities, and by using the marketing tactics company can know that how and where company
product is promoted. With the help of those methods company can design effective strategies for
the new product of the company.
2.3 Importance of relationship marketing in a given strategic marketing strategy
Relationship marketing is a tool which is used by the organization to build relationship
with the customers. Through this company can know the loyalty of the customers, retain
customers with company for long time period and interact with customers (Papadas and et.al.,
2019). With the help of relationship marketing company can know the needs and wants of the

customers. Relationship marketing is also important for Amstrad company and for their new
product smart LED. With the help of this marketing tool company know the interest of the
customer and try to satisfy the needs of customer through the strategic management. With the
help of this technique company can improve the more sale of their LED because company
management know the interest of customers and also know that which types customers are
attracted towards their product (Kerin and Hartley, 2015). With the help of relationship
marketing, company can find more innovation opportunities for their business. Because with
help of relationship marketing, company have enough knowledge that how satisfies the needs
and demands of customers and find out better opportunities for the business growth.
3.1Effective techniques of the marketing for growth in the market:
Growth and the successful operations of the business in the competitive in the markets
depends on the effective techniques of marketing. Every company have its own strategies to
increase the sale of the company by applying the effective and efficient marketing policy in the
business activities. Use of the media leads to the success of the business across the national
boundaries of the countries. The AMSTRAD uses the social networking sites in their marketing
techniques to improve the activities of the business so that it will help to increase in the sales of
the business. With the help of the social media they post the pictures and the information of the
products and services of the business to attract the number of the customers towards their
business (Guesalaga, and et.al.,). Social media, makes the business easier and faster in the by
applying the strategic techniques of marketing in AMSTRAD. By the creation of the video
tutorial on the social networking sites AMSTRAD teach the customer about the effectiveness of
their products ans satisfied the needs and wants of the customer.
This will increase visibility of the AMSTRAD and results in increase in the sales of the
business as per the different market conditions. Video is the essential for the increase the
marketing of the business. The main aim of the company is to make the effective relation with
the customer. Customers is the important factors of the business is they like the products of the
company they will invest more money in the business. AMSTRAD uses the email marketing
strategy which helps to identify the needs and wants of the customers and increase the sales of
the business. The AMSTRAD evaluate and identify the information and the data about the
customers and target their in marketing practices of the business. Sometimes inbound marketing
also affects the successive and growth of the business in different market situation. The company

call the customers for various reasons and this will gives the great opportunities to sell; the
products and services to the customers.
3.2 Planning of marketing strategy:
The AMSTRAD makes the effective and efficient planning to apply the strategy of the
marketing in the business operations of current and future market situation. There are different
types of marketing planning used by the business for applying the strategy of marketing which
leads to the success growth of the company. For the achievement of the goals and objectives of
the business there is need of the planning in the business. The marketing planning guides the
efforts and activities of the business towards the success and growth. With the help of the
marketing planning AMSTRAD will analyse and examine the different situations of the business
in the competitive market and helps to reach the success of the business. The strength, weakness,
opportunity and threats will show the clear and the effective image of the market situation which
is faced by the business.
The AMSTRAD creates the mission of the business which makes sure that the customer
of the business are aware of the products and services. The marketing planning set the budget of
the marketing strategies which help to determine the efforts of the business so what could be
affordable for the company. Success of the marketing planning is to select the most cost effective
method in the business. The Amstrad will set the time for the distribution and creation of
materials of marketing. Measurement of the effective and efficient strategy of the marketing will
give the information of the efforts of current and the future planning in the business. The needs
and goals of the business are changes continuously (D’Souza, and et.al., 2019). So the company
will make the plans of marketing as per the growth and success of the business in the strategies
of the marketing. With the help of the effectgive marketing planning in the business incan helpsa
to stay current in the presemnt and furtu8re market conditions. Marketing planning savbes time
and money of the business and keeps the goals and objectivce of the business orgainsed sand
focused.
3.3 Objectives of the strategic marketing:
Marketing objectives refers to the aims and the goals of the company which is set for the
effective promotion of the products and services for attracting the customers. It the strategy of
the marketing which is applied by the business to achieve the overall objectives of the marketing.
The AMSTRAD makes the strategy of the marketing to increase the profits of the company in

the present and the future market condition. It focuses to satisfy the customers by fulfilling the
needs and wants for the successful business operations. The awareness of the brand is one of the
most essential objective of the business and this is possible by maintaining the good and
effective image of the brand in the minds of the customer. To increase the profits and sales of the
business company will sales their products and services across the national boundaries. By
bringing innovations in the products so that the customer will get the new and effective products.
By using advanced technology in the business operation of the company will improve the quality
of the products and increase the level of productivity.
By measuring the changes in the market share it helps the company to identify the current
position of the business in the market share. By improving the loyalty of the brand in the minds
of the customer by giving information of the product and services as per the needs of the
business. Promotion of the products and services from the different advertisement on the social
media and television helps to achieve the goals of the company. AMSTRAND focuses to build
the awareness of the brand to achieve the success in different market situation(Rudd, Jaakkola
and Marshall, 2016). The objective of the marketing strategy gives the path to the company to
make the plan as per the requirement of the business. The success of the company depends on the
profits, sales, productivity, customer, so they make the strategies in such a manner that will helps
the company to increase the sales of the smart android TV by improving the satisfaction of the
customer.
4.1 External factors affecting the marketing strategy:
Strategies of marketing are affected by different factors of the external environment in
the success and growth of the business. These external environment makes changes in the
marketing planning. The marketers have to monitor the environment for the successful
operations of the business for getting the advantages of the competition. These external
environment have both positive and negative impacts on the marketing strategy which are
discussed below:
Political factors: Policy of government, political stability and instability, foreign trade policy,
tax policy, labour laws these factors affects the strategy of marketing in the business of
AMSTRAD.
Positive: Political stability will increase the sales of the AMSTRAD.

Negative: These factors are sometimes barriers for the business because government made high
taxes on the transferred of the products and services of the AMSTRAD (Kumar, Sharma and
Gupta, 2017).
Economic environment: Interest rates, inflation, exchange rates are affects the functions of the
business.
Positive: The exchange rates is increasing because so in the import and export of the product
AMSTRAD got advantage.
Negative: When the exchange rates decrease the prices of import and export of the business also
decrease.
Social factors: Behaviour, population growth, career attitudes, distribution of age are included in
the social factors which affects the business of the AMSTRAD.
Positive: This will helps to understand the behaviours and attitudes of the customers and
manufactures the smart android TV as per the requirements of the customers.
Negative: Needs and wants of the customer are changes continuously and it will affect the
negatively in the process of manufacturing the smart android TV.
Technological environments: Continuous changes in the technology affected the marketing
techniques of the AMSTRAD.
Positive: These factors give the new and innovative in the production process, distribution of the
goods and effective communication with the customers
Negative: The cost of the new and advanced technology is very high so the company faces
financial problem in their purchase.
Environmental factors: Raw material, sustainable and ethical working of business, carbon
footprints are the factors which affects the marketing strategy of the company.
Positive: The AMSTRD make the products eco friendly and which do not harm the nature and
environment.
Negative: The needs and wants of the customers from the products are ethically and possible
from the sustainable resources and it is not possible sometimes.
Legal factors: It includes the safety of health, equal opportunities, rights of the consumers,
safety of the products are influence the effective strategy of the AMSTRAD (Miles, and et.al.,
2015).

Positive: The Amstrad manufacture the smart android TV as per the laws and legislation so the
customer get attracted and it increase the sales of the company
Negative: It creates lots of rules and regulation for the effective operations of the business and
the company changes their planning of marketing from various laws and legislations.
4.2 Conduct an internal analysis to identify current strengths and weaknesses in a marketing
strategy.
Amstrad is one of the most famous electronic companies of UK and it is well-known for its
quality products and services. Amstrad have one of the most innovative products such as Smart
android TV which is the first choice of every customer. For using the TV Amstrad provides most
important benefit of using the Amstrad TVs such as Certified Android OS which is the best
feature of Amstrad TVs and the picture and sound quality gives the competition to the other
electronic companies. Amstrad is the Dubai based company bit after the expansion, it is the first
choice of every user and the users are also very satisfied with this brand. This company provides
the premium quality LED panels which cannot be affected by the normal heat and the excessive
pressure of LED and the LED do not create any impression on the panel after the emission of
light because in some TVs, the LED lights creates the small dots on the screen which creates
very bad impression on the customer's mind (Moutinho and Vargas-Sanchez., 2018). There are
some strengths and weakness of the Amstrad that are as follows-
Strengths
 Experience and knowledge of the wide range of products.
 Develop better and innovative products like smart TVs as per the customer's
requirements.
 After purchasing BskyB, it is the integrated expertise of its parent company into its
current business.
 Best in class smart TVs and the premium quality panels gives the competitive advantage
to this organization.
 Strong culture and vision of the company which makes the strong platform for this
organization (Hollebeek, Conduit and Brodie., 2016).
Weakness
 Reduced the product mix and which has restricted the business reach.

 Shut down of lot of electronic products and also the instability of the existing products
because of the cost and designs.
 Supply to a very limited company or clients (Chernev., 2018).
4.3 Proposal of strategic marketing responses to key emerging themes in a marketing strategy.
Strategic marketing is very essential in making any business stronger and sustainable in this
competitive market. Amstrad is the famous electronic company of the world and also the
provides the premium products and services to the customers. But there are some points where
the company gets defeated and firstly, Amstrad is not so famous brand as compare to other
companies and also the production of this company is very less as compare to other company
which is the biggest threat and weakness of this organization. The company should start
searching the new areas where the users are more which will be helpful in making the market
strong and the new deals and offers should be introduced which will play an important role in
giving the competition to the other electronic companies. Other marketing strategies can be run a
swot analysis, figure out the value preposition, determine marketing strategies objectives,
analyzing the market and competitors and establish the marketing methods which will be helpful
in increasing the productivity of the company and also helps in sustaining the company in future
(Aghazadeh., 2015).
CONCLUSION
From the bases of above study it has been concluded that how strategic marketing
important for an organization. In this study it has been concluded the role of strategic marketing
in organization which includes objectives, product development etc. In this study also included
the process of strategic marketing which is use by an organization for the growth of their
products. On the bases of above study it has been link the relationship between strategic
marketing and corporate marketing. In which includes that corporate strategies are useful for
long term goal of the company and strategic marketing is useful for planning of success of the
company. This study also describe models which are used in strategic marketing planning such
as pestle and porter five force model. It has been also explained segmentation, targeting and
positioning and also conclude, relationship Strategic positioning and Marketing tactics. And also
represented the importance of relationship marketing for the successful strategic marketing ng
plan. In this study it has been also concluded that different types of marketing techniques,

strategy and objectives for the growth opportunities in the market. And in the end of this report
has been discussed impact of changes in the outsider environment of the company marketing
strategy, has been conduct analysis through which strengths and weaknesses of the organization
can be identified and also include themes of key emerging for marketing strategy.

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