Developing and Managing a Strategic Marketing Plan

This assignment focuses on strategic marketing and its adoption by Ajman Free Zone. The role of strategic marketing is essential in context of an organization. This assignment also focuses on the links between corporate strategy and strategic marketing along with the models used in strategic marketing planning.

Assignment Cover Sheet
Course/Unit Information
Course Pearson (Edexcel) BTEC Level 7 – Diploma / Extended
Diploma in Strategic Management & Leadership
Unit No. Unit-7
Unit Name Strategic Marketing Management
Unit code Y/602/2065
Batch SFM3-SMM-Zawahir-1810
Instructor Information
Name Zawahir Siddique
Phone [phone]
Email [e-mail]
Assignment Information
Full/ Part Assignment Full Assignment
Date Assignment Issued 26.10.2018
Date Assignment Due 15.11.2018
Turnitin Class ID 19494546
Turnitin Password 1810
Student Information
(To be filled by the student prior submitting the assignment)
Name Eissa Al-Sheebani
Email [e-mail]
Date of Submission 02/11/2018

Student Declaration
I, Eissa Al-Sheebani hereby confirm that this assignment is my own work and not copied
or plagiarized. It has not previously been submitted as part of any assessment for this
qualification. All the sources, from which information has been obtained for this
assignment, have been referenced as per Harvard Referencing format. I further confirm
that I have read and understood the Westford School of Management rules and
regulations about plagiarism and copying and agree to be bound by them.
Students Signature : Eissa Al-Sheebani
Student Name : Eissa Al-Sheebani
Date : 02/11/2018

Learning Outcomes and Assessment Feedback
Name of the Assessor Zawahir Siddique
Learning Outcomes Assessment Criteria (AC)
Assessor
Feedbac
k
LO 1 TASK 1 AC NOT
MET
Understand the principles of
strategic
marketing management
1.1 - discuss the role of strategic marketing in an
organization
1.2 - explain the processes involved in strategic
marketing
AC NOT
MET
1.3 evaluate the links between strategic marketing
and corporate strategy
AC NOT
MET
LO 2 AC NOT
MET
Understand the tools used to
develop
a strategic marketing strategy
2.1 - assess the value of models used in strategic
marketing planning
2.2 - discuss the links between strategic positioning
and marketing tactics
AC NOT
MET
2.3 - analyse the merits of relationship marketing in a
given strategic marketing strategy
AC NOT
MET
LO 3 TASK 2 AC MET
Be able to use strategic
marketing
Techniques
3.1 - use appropriate marketing techniques to
ascertain growth opportunities in a market
3.2 - plan how to use marketing strategy options in a
market
AC MET
3.3 - create appropriate strategic marketing objectives
for a market
AC MET
LO 4 AC MET
Be able to respond to
changes in the
marketing environment
4.1 - report on the impact of changes in the external
environment on a marketing strategy
AC MET
4.2 - conduct an internal analysis to identify current
strengths and weaknesses in a marketing strategy
AC MET
4.3 - propose strategic marketing responses to key
emerging themes in a marketing strategy
AC MET

General Guidelines
(Please read the instructions carefully)
1. Complete the title page with all necessary student details and ensure that the signature
of the student is marked in the declaration form.
2. All assignments must be submitted as an electronic document in MS Word to the
LMS (Use 12 Times New Roman script).
3. Assignment that is not submitted to the LMS by the prescribed deadline will be
accepted ONLY under the REDO and RESIT submission policy of Westford.
4. You will PASS the full assignment task only if you achieve “AC Met” in each of the
Assessment Criteria.
5. The results are declared only if the student has met the mandatory attendance
requirement of 75% and/or a minimum of 50% under extenuating circumstances
approved and ratified by the Academic Director. The student has to repeat the module
(with additional fees applicable) if the attendance is below 50%.
6. The assignment should not contain any contents including references cited from
websites like www.ukessays.com, www.studymode.com, www.slideshare.net ,
www.scribd.com.
Over All Result/Grade REDO Date: 18 Nov 2018
Summative Feedback:
Overall Feedback on
current work with
emphasis on how the
student can further
improve in future.
Some ACs are not adequately covered, see detailed individual comments
as a guideline to improvise
Executive Summary as well as Introduction of the Chosen Organization
IS MISSED OUT
Though overall efforts to cover the ACs are evident but need to discuss in
further detail
Need to elaborate on the topic and with reference to the chosen org. to
satisfy the AC criteria
Now all ACs are briefly covered but all in generic manner
Recommendations and conclusions IS MISSED OUT

7. Students can refer Wikipedia as a source of information, but the references cited
in Wikipedia has to be mentioned.
8. Submit the assignment in a MS Word document with the file name being:
First Name Last Name_ abbreviation of the subject.
Example: John Smith_SMM.
Quick reference Checklist for the Faculty/Instructor to accept/reject the assignment
before evaluation:
1. Adherence to the deadline of submission date.
2. Original cover sheet and format retained.
3. Student information and signature intact.
4. Font style and size used as instructed.
5. Harvard Referencing System and Citations are strictly followed.
Task 1 (LO1: ACs 1.1, 1.2, 1.3), (LO2: ACs 2.1, 2.2, 2.3), (LO3: ACs 3.1, 3.2, 3.3) &
(LO4: ACs 4.1, 4.2, 4.3)
Assignment title Developing and Managing a Strategic Marketing Plan
Scope (LOs and ACs) of this assignment:
Executive Summary
The focus of this assignment is on strategic marketing and its adoption by Ajman Free Zone. The
role of strategic marketing is essential in context of an organization. This assignment also focuses
on the links between corporate strategy and strategic marketing along with the models used in
strategic marketing planning. In the later part of this assignment, the marketing techniques and
strategy used by Ajman Free Zone is highlighted which is impacted by the changes taking place in
its external environment. Internal analysis and strategic marketing responses are also covered in
relation to Ajman Free Zone.
Introduction of the Chosen Organization
The organization selected is Ajman Free Zone which was established in the year 1988 and provides

outstanding investment opportunities to both foreign and local investors and businessmen. They
provide progressive top- of- the- line facilities and infrastructure for the purpose of fostering
competitive privileges that assists the organizations in realizing their full potential (Ajman Free Zone,
2018).
 AC 1.1: Discuss the role of strategic marketing in an organization.
AC 1.1 Answer
Strategic marketing performs the function of identifying the strengths of an organization
which, in turn, assists such organization in distinguishing itself from the competitors (West,
Ford and Ibrahim, 2015). In the context of Ajman Free Zone, strategic marketing is involved
in the identification of the opportunities, needs and wants in the marketplace and using such
information in the decision making related to the marketing strategies. This means that the
role of strategic marketing is essential in context of Ajman Free Zone. It assists an Ajman
Free Zone in the achievement of its goals and objectives by way of utilizing the scarce
resources in an efficient and effective manner. Furthermore, the allocation and utilization of
the scarce resources contributes towards the increase in sales and competitiveness of the
organization (Proctor, 2014). The capabilities of the Ajman Free Zone are also enhanced with
the help of the adoption of strategic marketing which provides it a competitive advantage in
the marketplace. Strategic marketing further provides confirmation regarding appropriateness
of the production in accordance with the needs of the customers.
 AC 1.2: Explain the processes involved in strategic marketing.
AC 1.2 Answer
The following process is involved in strategic marketing which assists Ajman Free Zone in the
achievement of it objectives. Three phases are involved in the process:
Planning Phase: Three steps are involved in the planning phase as mentioned below:

 Situation Analysis- the strengths of Ajman Free Zone are enhanced with the help of
SWOT analysis along with the rectification of weaknesses, avoidance of situations
hampering the organizational environment and allow grabbing the opportunities on
time (Thrassou, Vrontis and Bresciani, 2018).
 Market Product Focus and Goal Setting- in this step, firstly, the goals related to
marketing and product are defined for the purpose of making the selection of target
market through market segmentation. Then the point of difference is evaluated and
then the positioning of the product takes place in the market.
 Marketing Programme- At this stage, the development of the marketing mix takes
place in the form of product, price, place and promotion such that the budget can be
prepared along with the estimation of expenses, revenues and profits.
Implementation Phase- Four steps are involved in this phase namely searching for resources,
designing of marketing organization, development of schedules and the execution of
marketing program.
Concept Phase- this phase makes the comparison of the outcomes with the plans formulated at
the earlier stage for the purpose of finding out the deviations.
 AC 1.3: Evaluate the links between strategic marketing and corporate strategy.
AC 1.3 Answer
The use of the terms strategic marketing and corporate strategy are made interchangeably,
however, there are a number of differences between them. The basic aim of strategic
marketing is to improve the sales of the products of Ajman Free Zone, on the other hand, the
main aim of the corporate strategy is increase the profits earned by Ajman Free Zone (Spanjol,
Tam, Qualls and Bohlmann, 2015). However, along with the differences, there are some
interrelationship and links between the two terms which are described below:
Core Competency- the quality is considered to be the main factor which differentiates it from

its competitors. The development of core competencies by Ajman Free Zone is their corporate
strategy while the advertisements made by them are the part of strategic marketing (Chernev,
2018).
Value Chain- Value chain can be defined as the process which allows an organization to
produce, communicate and deliver the products in accordance with the needs and wants of the
customers. Here a link between the corporate strategy and strategic marketing is created. The
first link is in the form of market sensing which means making the identification of the target
market. Another link is offering which means production and delivery of the services. Next
link is that of customer acquisition i.e. attracting the investors with the help of promotional
activities (Brewster, 2017).
The alignment of strategic marketing with corporate strategy is also required for the purpose
of attracting, retaining and optimizing the value from customers and investors.
 AC 2.1: Assess the value of models used in strategic marketing planning.
AC 2.1 Answer
The term strategic marketing planning can be defined as the managerial and operational
process with the help of which an organization can make and apply effective marketing
strategies in the business (McDONALD, 2016). Various models are used in strategic
marketing planning which, in turn, assists Ajman Free Zone in the evaluation of its
performance in comparison to its competitors along with the identification of the future
growth strategies. Following are some of the models which are used in the strategic marketing
planning:
BCG Matrix- the BCG matrix assists Ajman Free Zone in the evaluation of its services
portfolio in marketing planning. The purpose of this model is to evaluate all kinds of services
in two dimensions namely market share and market growth (Hubbard, Rice and Galvin, 2014).
The Ansoff Matrix- The Ansoff Matrix assists an Ajman Free Zone in the identification of the
growth opportunities for the business. Four growth strategies are involved in the matrix

namely product development, market penetration, diversification and market development.
The businesses that use the Ansoff matrix can easily determine the best strategy for the
purpose of increasing the sales (Grünig and Morschett, 2017).
Brand Positioning Map- this models assists Ajman Free Zone in visualizing the relative
position of the brand as compared to that of its competitors in the marketplace. This is done
by way of plotting the perceptions of the customers in respect of the brand and the brands of
the competitors against the attributes that drive purchase.
 AC 2.2: Discuss the links between strategic positioning and marketing
tactics.
AC 2.2 Answer
There is a strong link between strategic positioning and marketing tactics. As far as strategic
positioning is concerned, it is the principle which shows the manner of competing and serving
to the customers adopted by Ajman Free Zone. It further assists Ajman Free Zone in the
creation of awareness among its target market which consists of investors and business start-
ups from across the world. (Kavoura, Sakas and Tomaras, 2017). Segmentation and targeting
helps Ajman Free Zone in establishing its positioning in the market. Marketing tactics can be
defined as the set of methods through which the promotion of the products by the business
becomes easier. Furthermore, Ajman Free Zone can also easily utilize its scare resources in the
most effective and efficient way in order to maximize the promotion of its products and sales.
Strategic positioning drives marketing tactics by way of creating the target audience. The
products are defined by the strategic positioning in accordance with the buying characteristics
and needs of the customers as the customers are the one who will buy the products. Ajman
Free Zone takes all the possible steps in order to strengthen its relationship with its clients.
Furthermore, the market venue is also located by strategic positioning where the organization
can easily find the target market (Abratt and Bendixen, 2018).

Positioning establishes the current position of the organization along with the target position
where the organization will reach as the result of strategic marketing. A brand concept is
created which is placed in the minds of the customers. The proper understanding of
demographics and psychographics of the market segments allows the organization in the easy
identification of the target audience.
 AC 2.3: Analyze the merits of relationship marketing in a given strategic marketing strategy.
AC 2.3 Answer
Relationship marketing can be defined as the process which is designed for the purpose of
keeping the customers engaged with the organization. Relationship marketing assists
Ajman Free Zone in engaging the customers and the investors. There are a number of
merits of relationship marketing in strategic marketing strategy. Some of them are
described below:
Boosts Customer Loyalty- when a customer stays with the brand for a longer period of
time, they are considered to be more valuable. When the relationships are built with the
customers, they become more loyal towards the brand which also makes it easier to retain
them for a longer period of time.
Increase the chances of customer referral- In this digital age, the word of mouth is still
considered to be the most powerful marketing technique. When customers receive
recommendations from their friends and family, they consider it to be the most trusted
source of information while making a decision regarding the services.
Grabbing of Feedback Opportunities- Ajman Free Zone can effectively use the
constructive criticism or feedback in its benefit. Furthermore, when the consumer base of
the organization is happy and loyal then it becomes easier for the business to test new

products and services. Valuable feedback can be provided by the long- term customers
regarding the strengths, weaknesses and areas for improvement.
Ease in Introducing Change- the introduction of changes in Ajman Free Zone is a risky
task as it contains the risk of losing the customers such as increasing the prices of the
products. However, the use of relationship marketing strategy can assist the organization
in these transitions in a smooth manner (Bahng, Yang and Reilly, 2016) .
Improvement in Marketing- The retaining of an existing customer costs one third of the
recruitment of a new prospect. Existing customers also put more strain on the customer
support functions as compared to the new prospect (David and David, 2017) .
 AC 3.1: Use appropriate marketing techniques to ascertain growth opportunities in a market
AC 3.1 Answer
Marketing techniques are the set of tools which can be used by the Ajman Free Zone for the
purpose of attracting more investors. Firstly, Ajman Free Zone needs to establish its target
market which will play an important role in its market share, revenue and profitability along
with the evaluation of the feasibility of reaching the objectives of the organization within this
target market. After the evaluation of the target market, the positioning of the target market
will take place (Tomczak, Reinecke and Kuss, 2017). For the purpose of gaining customer’s
attention, a number of methods will be used by Ajman Free Zone relating to the positioning in
target market.
Niche Marketing or Mass Marketing- Since Ajman Free Zone is very large in size and
therefore its target market is also large. This makes niche marketing strategy appropriate for

the organization. Through this, Ajman Free Zone can focus on the needs of their clients and
their needs in terms of business solutions. This in turn provides Ajman Free Zone a highly
competitive position as compares to the other free trade zones.
Service Line Extension- A new service market is entered by an organization with the help of
extension of its services. Ajman Free Zone is taking every possible step for the purpose of
meeting the needs of its clients in the market. For this purpose, it is enhancing the range of
services provided by it.
Valuable Resources- It promotes their products through the use of valuable resources and
provides opportunities for the business start- ups and investors to make the use of its custom-
made business solutions which mark the organization on the map of excellence.
 AC 3.2: Plan how to use marketing strategy options in a market
AC 3.2 Answer
There are differences in the marketing strategy depending upon the type of business and the
respective target market. Three ways are described in the Porter’s generic strategy with the
help of which competitive advantage can be achieved by an organization. This strategy is
centred on the strategic strength and scope. The focus of the strategic scope is on market
penetration while the focus of strategic strength is on the sustainable competitive advantage of
the firm. Two alternatives are available in the generic strategy framework and each of them
has two alternative scopes. These are low- cost leadership and differentiation with a
dimension of narrow and broad focus (Giannakis and Harker, 2014).
Differentiation- It is a process through which Ajman Free Zone will be able to differentiate its
services with that of the services being provided by other free zones in UAE. Differentiation
acts in the favour of the organization by attracting the customers towards it along with gaining

competitive advantage. The differentiation for Ajman Free Zone can be described as below:
It will provide progressive top- of- the- line facilities and infrastructure for the purpose of
fostering competitive privileges that assist the companies in realizing their full potentials.
Furthermore, it will provide wide range of services along with the suitable processing system
which will suit each and every kind of business. Such facilities will differentiate them from its
competitors.
Cost leadership- Ajman Free Zone needs to keep its cost of operation low for the purpose of
gaining competitive advantage. Ajman Free Zone will focus on controlling its costs such that
it can significantly improve its services to the investors. When its costs will reduce, it will be
able to significantly improve its range of services in the form of custom- made solutions for all
its stakeholders (Varadarajan, 2015).
Market Segmentation- It will focus on the creation of subset of the target market which will
comprise of the investors who are in the need of wide range of services and a strategic
location which will provide them with the accessibility to airports, seaports and to the
international road network such that they can easily connect with the neighbouring countries.
 AC 3.3: Create appropriate strategic marketing objectives for a market.
AC 3.3 Answer
For the purpose of reaching the business goals, Ajman Free Zone will base its services on the
following objective:
Creation of awareness among the target investors- Ajman Free Zone aims at creating
awareness among both foreign and local businessmen and investors for the purpose of
providing its custom made business solutions.
Marketing mix can be used by the organization for the purpose of marketing planning process

as it is a well- designed and well- known tool (Foxall, 2014). The use of marketing mix will be
made as it is a mixture of various components and elements, the alteration of which can be
made in accordance with the requirement. Following will be the marketing mix of Ajman Free
Zone:
Price- the investors will be attracted by keeping the prices of the business solutions
reasonable. The main aim will be to quest for service excellence in order to expand the
services and improving the working environment for the purpose of meeting and exceeding
the needs and demands of the customers.
Products- Ajman Free Zone will offer a wide range of services to the investors in the form of
custom made business solutions and will provide them a strategic location through which the
investors can easily access the airports, seaports and international road network enabling their
connection with the neighboring countries.
Promotion- Promotion will define the means which will be adopted by Ajman Free Zone for
the purpose of making the customers aware regarding their services. The customer base of
Ajman Free Zone will significantly improve when it will promote its services and the
incentives it provides to the investors. It will further provide of taking care of their
relationship with the clients and expanding their services in order to meet the demands of the
customers (Hajli, 2015).
Place- This objective will define the place where Ajman Free Zone will provide their services
to their clients. It will provide its services in Ajman through its initiative in the Ajman
industrial expansions. Here it will provide the complete range of business solutions to its
stakeholders.
 AC 4.1: Report on the impact of changes in the external environment on a marketing strategy

AC 4.1 Answer
The changes taking place in the external environment of Ajman Free Zone will have a direct
effect on its operations and the internal environment. Similarly, the marketing strategy of the
organization will also get impacted. Ajman Free Zone always runs in conformity with the ever
changing rules and regulations of the country.
Competition- If the marketing strategies of other free zones will influence the investors, they
will invest in such organizations. Therefore, the business of Ajman Free Zone will get
impacted by the competition in the market. On the basis of existing competition, the
management of Ajman Free Zone will be required to make the needed changes in its
objectives and strategies related to marketing of its services.
Political and Legal Forces- Political and legal forces comprise of the changes taking place in
the rules, laws and regulations of the country from time to time. Ajman Free Zone always runs
in conformity with the ever changing rules and regulations of the country. However, it needs
to make the continuous evaluation of changes in order to cope up with them within the specific
period of time (Brooksbank, Subhan and Miller, 2018).
Social Forces- It defines the way through which the industry gets affected by the changes
taking place in the social values. Opportunities and threats will be created for Ajman Free
Zone as a result of such social changes. The demands of the customers from the services of the
organizations keep on increasing from time to time and it is the responsibility of the
organization to fulfill such demands. This will create both opportunity and threat for Ajman
Free Zone and will also impact the marketing strategy.
Technological Forces- the innovative technologies being introduced in the market will impact
the quality of business solutions offered by the organization. It will need to make changes in
its technology and will market their products in the innovative way such the investors get

attracted irrespective of the technology being used by the organization.
Global Forces- A number of changes are taking place in the economic system of the world.
This will further impact the trading practices adopted by the companies which are associated
with the neighboring countries. This will also impact the marketing strategy of Ajman Free
Zone and therefore, it will be needed to make changes in its strategy (Milichovsky and
Simberova, 2015).
 AC 4.2: Conduct an internal analysis to identify current strengths and weaknesses in a
marketing strategy
AC 4.2 Answer
With the help of a SWOT analysis, managers can easily make the identification of the
strengths and weaknesses in the marketing strategy.
Strengths-
Service Quality- A wide range of services is provided by Ajman Free Zone with the help of
systematic processing system which suits each and every kind of businesses. it further
provides infrastructure facilities with the help of which it supports the companies in realizing
their full potential (Chacour and Ulaga, 2015).
Unique and Innovative- the range of services provided by Ajman Free Zone are innovative,
creative, credible and integrated which, in turn, put the organization on the map of marked
excellence.

Cost Control Focus- The organization also focuses on keeping its costs low in order to provide
its services at reasonable prices to its clients. Furthermore, the strategies are being adopted in
order to latest technologies in the business solutions being offered by the organization.
Weaknesses-
New Service Development- However, it has managed to grab a number of awards and
recognition, but in order to cope up with the rapid changes taking place in the market, it needs
to develop a number of new services so that it can meet the changes taking place in the needs
of their clients (Tomczak, Reinecke and Kuss, 2018).
Marketing- the marketing strategies adopted by Ajman Free Zone is also very weak. These are
incapable of allowing the organization to lead the market for a longer period of time.
 AC 4.3 Propose strategic marketing responses to key emerging themes in a marketing strategy
AC 4.3 Answer
For the purpose of becoming a good strategic manager, the individual needs to have distant
and long vision along with the capability of responding to the emerging changes. Following
are the most important strategic marketing responses:
Political Environment- Ajman Free Zone will be directly impacted by the changes in rules and
regulations and the political reforms existing in the country. There will be impact on the
operations of Ajman Free Zone and therefore it will need to evaluate the economy of UAE
from time to time in order to cope up with the changes. Furthermore, it will be considered as
the key factor in the marketing strategy of Ajman Free Zone.
Technological – there are rapid changes taking place in the technology being adopted for
different operations. The growth of technology will also improve the number of investors
investing in the Ajman Free Zone as the organization will also be required to introduce the

latest technology in the business solutions provided by it. This will further require the
introduction of changes in the marketing strategies adopted by the organization. Ajman Free
Zone will also make the use of social networks and television for the purpose of promoting its
services and grabbing the business opportunities (David, David and David, 2017).
Globalization- The marketing strategy of Ajman Free Zone has significantly impacted as a
result of globalization. This is due to the fact that organizations are now easily capable of
exporting their goods and services anywhere across the world. Ajman free zone provides such
organizations an opportunity to access the seaports, international road network and airports
that connects the neighboring countries. Therefore, the changes in the marketing strategies of
the organization will be needed for the promotion of its services among the organization that
will invest in the organization and take the advantages of its services.
Recommendations
It is recommended that Ajman Free Zone should consider the changes taking place in the
external environment before the formulation of its marketing strategies for the purpose of
attracting the investors. The economy of UAE is also required to be evaluated on timely basis
such that steps can be taken for coping up with the changes. Emerging technologies should
also be utilized such as social networks for grabbing the business opportunities.
Conclusion
Therefore, it can be concluded that strategic marketing plays a great role in the context of
Ajman Free Zone. It assists Ajman Free Zone in attracting the investors and improvising its
services. Furthermore, it should consider the strategic responses for dealing with the changes
taking place in the market.
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