Strategic Marketing Management: Building Effective Strategies and Developing Marketing Plans

Strategic marketing
management

Table of Contents
INTRODUCTION...........................................................................................................................3
1. BUILDING EFFECTIVE MARKETING STRATEGY.............................................................3
1.1 Identifying range of marketing strategies.............................................................................3
1.2 Conducting market analysis of organization.........................................................................4
1.3 Carrying marketing analysis to build marketing stratgey for company................................4
1.4 Identifying strengths and weakness of the marketing stratgey of company. .......................5
2. DEVELOPING MARKETING PLAN FOR BETTER DECISION MAKING..........................6
2.1 Examining the key purpose related with the marketing plan................................................6
2.2 Evaluating the benefits of developing marketing plan and sales. ........................................6
2.3 Developing the operational and marketing plan for company. ............................................7
3.1 Identifying the buyer in consumer market............................................................................7
3.2 Role of pricing, distribution and the communication in process of the marketing plan.......8
3.3 Analysis of environmental factors in consumer buying process ..........................................9
3.4 Criteria for successful marketing........................................................................................10
3.5 Marketing approaches in planning and development of target marketing. ........................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Strategic marketing management is significant in implementing the mission of the
company which is useful in focusing process with the existing marketing plan. It is useful in
examining the target customers. This study will highlight on building effective marketing
strategy and also developing a marketing plan for better decision making. This study also tends
to focus planning, segmenting and positioning the product in order to attain target market. Nestle
Trinidad and Tabago limited is one of the recognized brand which helps in providing high degree
of quality and nutritious products. Nestle deals in range of products and services like
confectionery, milk products and baby food, frozen food, baby food, coffee and tea, bottled
water, breakfast cereals, medical food and snacks. This study will focus on marketing milk
products and baby food of Nestle company.
1. BUILDING EFFECTIVE MARKETING STRATEGY
1.1 Identifying range of marketing strategies.
Word of mouth marketing: This is one of the significant procedure which helps in actively
encouraging and influencing the organic word of mouth discussion related with the products,
brand and resources of the Nestle company.
Internet marketing: It is an effective procedure of promoting a products and services of the
specific brand over the internet by effectively using range of social media platforms like social
media platforms through Facebook, Instagram, search engine optimization in order to drive
traffic to the website, generate leads and increase sales of the company.
Paid advertising: This is the marketing strategy where the advertisement about the products has
been displayed on various platforms which is useful in persuading the customer in order to buy
the products and services (8 Types of Marketing Strategies and Definition, 2019).
Diversity marketing: It is a useful marketing paradigm which helps in connecting the diverse
individual within the market. It is significant in catering diverse range of audience by effectively
customizing the different marketing strategies to cover range of varied different aspects like
views, belief, attitude, culture and other specific needs of the customers.
Relationship marketing: This is a significant measure which helps in enhancing the relationship
with existing customers. This way it is useful in enhancing the loyalty of the customers to attain
higher better results and outcomes.

1.2 Conducting market analysis of organization.
The key objective of the Nestle company is to be a global leader in health and wellness,
industry, nutrition. The products which has been offered by the Nestle Trinidad and Tabago are
Milo, Purina, Svelty, Nescafe, Gold flakes, Corn Flakes, Trix, Nesquik, Orchard, Maggi, Lucky
Charms, Lactogen, Minor's, Cheerios, Nestum and Coffee mate. The company has its
establishment in across 191 countries worldwide (Varma and Ravi, 2017). The Nestle has
existence in the Trinidad and Tabago for over 100 years also tends to have local manufacturing
operations for last 55 years. The Nestle company has started its operation from Marine Square to
Picton road to Laventille and has finally established the corporate centre within Valsayn. There
are large number of competitors which are present within the market which can largely influence
the operations of the Nestle company mainly includes Mars, Hershey, Mondelez International,
Pepsico, Kraft Heinz, Danone, Uniliver, General Mills, etc. The company tends to effectively use
geographic, demographic and behavioural segmentation strategies which is useful in mitigating
the changing needs within the competitive industry. The Nestle company effectively reach the
customers with the help of the expert market salesman and significant distribution and
transportation facilities.
1.3 Carrying marketing analysis to build marketing stratgey for company.
Nestle company is considered to be as the one of the top leading FMCG company. The
company mainly focuses on using geographic, demographic and behavioural segmentation
strategies which is useful in mitigating the changing needs within the competitive industry (He,
2018). Effectively targeting, segmenting and positioning is one of the key relevant marketing
strategy of the Nestle company. Using differentiated targeting strategy helps in targeting
homogeneous set of customers who has similar needs. The company focuses on the pioneer
customers with range of premium food innovation helps in providing culinary experience to the
customers. Business goal: The key goal and objective of the company helps in achieving
compatibility with environmental management system and international voluntary
standards. Marketing goal: The key marketing goal of the Nestle company is to raise awareness
related with the brand and the products which has been offered by the company. It is
useful in measuring the marketing success and increasing the value of the customers. The