Strategic Marketing Management for OriSan Sandwich

Running head: STRATEGIC MARKETING MANAGEMENT
Strategic Marketing Management
Name of the Student:
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1STRATEGIC MARKETING MANAGEMENT
EXECUTIVE SUMMARY
This is a strategic marketing report for OriSan, a sandwich made from organic ingredients
taking into account the health and taste needs of the consumers. The report begins by
introducing the sandwich and also the reason why the nation of USA had been selected for
the product. The report next undertakes an analysis of the macro-environmental factors which
the product is likely to encounter in USA through the usage of the tool of PESTLLE and
finds that apart from the legal factor all other factors like political, economic, technological,
social and environmental are likely to act as opportunities for the firm. The report suggests
the working class health conscious individuals of USA related to the age bracket 30-59 years
as the customer that the firm offering the sandwich needs to target. Lastly, the report
concludes by recommending the usage of strategic alliance as the possible market entry mode
and the use of cost leadership strategy to attain competitive advantage within the business
market of USA.

2STRATEGIC MARKETING MANAGEMENT
Table of Contents
1.0 Introduction..........................................................................................................................3
2.0 Overview of the Product......................................................................................................4
3.0 Justification for the selection of USA..................................................................................4
4.0 PESTLE Analysis.................................................................................................................5
4.1 Political Factors................................................................................................................5
4.2 Economic Factors.............................................................................................................6
4.3 Social Factors...................................................................................................................7
4.4 Technological Factors......................................................................................................7
4.5 Legal Factors....................................................................................................................8
4.6 Environmental Factors.....................................................................................................8
5.0 Market- Entry options..........................................................................................................9
6.0 Market Segmentation.........................................................................................................10
7.0 Porter’s generic strategy.....................................................................................................11
8.0 Conclusion..........................................................................................................................12
9.0 References..........................................................................................................................13

3STRATEGIC MARKETING MANAGEMENT
1.0 Introduction
As opined by Morschett, Schramm-Klein and Zentes (2015), the process of
internationalization and also the usage of different technologies had drastically changed the
nature of the contemporary business world. West, Ford and Ibrahim (2015) are of the
viewpoint that while of the process of globalization had significantly enhanced the number of
business opportunities which are available to the business firms yet at the same time it is seen
that the competition or the rivalry within the business world had also increased in an
exponential manner. Furthermore, the business firms now more than ever need to take into
account the threats and the opportunities presented by the external business environment in
which they are operational (Chernev 2018). More importantly, it is seen that the business
prospects of the firms trying to enter into the business markets of the host nations depends
significantly on the kind of market entry strategies that they use for entering into the same
(Grant 2016). The business firms are thus taking the help of different kinds of strategies like
cost leadership, product differentiation and others so as to gain competitive advantage within
the business markets in which they are operational and also to earn a higher amount of
profitability as well (Banerjee 2017).
The aim of this report is to present a strategic marketing management report on behalf
of Ashanti Marketing Solutions (AMS) for the organic sandwich, named, OriSan, that a client
of the concerned firm intends to launch in the USA market. The objective of this report is
highlight the manner in which the external business environment affects the business of a
firm and also the manner in which the firms need to formulate their strategies on the basis of
this. More importantly, the report will also show the prominence of the concepts of market
entry strategy, market segmentation, Porter’s generic strategies and the benefits that the firms
can gain through the effective usage of the same. The report begins by offering an overview
of the product, OriSan and also the reasons why USA had been selected as a business market