Strategic Marketing Management

Strategic Marketing
Management

Executive summary
Marketing management is process through which company plan, control, monitor and
implement different strategies to be in the market for a longer period of time. Strategic
management is the process that helps the company to attains its goals and objective within a
certain period of time. As business environment always keep changing due to a lot of
competition thus company induce some strategical changes in the organisation to measure the
success. This report includes the background of Nivea for men with that defines the role of
strategic management and also linked marketing strategies with corporate strategy. After that
include the model that defines the strategic planning of Nivea through porter's five forces model
and pestle analysis. Also includes the segmentation, targeting and positioning and liked that with
marketing tactics that is used by the company. Then evaluate the growth opportunities for the
company through Ansoff matrix and then use BCG model to evaluate the marketing strategies
options. Then with the help of SWOT Analysis measures internal and external factor of the
business and defines the strength and weaknesses in existing marketing strategies. Furthermore,
includes the local, global emerging marketing themes and also proposed the marketing responses
of that themes.

Table of Contents
Executive summary..........................................................................................................................2
INTRODUCTION...........................................................................................................................4
2) Background of the company...................................................................................................4
3)Explain the role of strategic marketing, the marketing process and evaluate how marketing
strategies can be linked to corporate strategy of an organisation................................................5
4) Discuss and assess the value of two models that contributes to strategic marketing
planning.......................................................................................................................................8
5) Discuss STP Options and explain how they can be linked to the proposed marketing tactics.
...................................................................................................................................................10
6) For the proposed strategic marketing strategy, analyse the benefits of relationship
marketing...................................................................................................................................11
7) Critically analyse and ascertain growth opportunities for businesses in a specific market by
using Ansoff matrix...................................................................................................................13
8) Plan how to use marketing strategy options for particular market by using BCG matrix....15
9) Create strategic marketing objectives...................................................................................16
10) Conduct internal analysis for identifying internal strength and weakness and external
analysis for analysing opportunities and threats by using SWOT............................................17
11) Analyse key local, national and global emerging marketing themes and propose marketing
response for these themes..........................................................................................................18
12) Conclusions and Recommendations...................................................................................19
REFERENCES..............................................................................................................................21

INTRODUCTION
Strategic management means continuous process of designing, organising as well as
monitoring and controlling that are necessary for businesses in order to accomplish their
organisational objectives appropriately (Chernev, 2018). Within the present market dynamic
changes are rapidly occur within the business environment so that company need to plan some
appropriate strategies in order to perpetually access their success as well as performance. This
type of management includes the formulation and execution of initiatives that are formed by the
top level management after analysing the internal and external environmental aspects in which a
company regulates their functions. This will help in providing clear direction to the businesses
which involves objectives, strategies, resources, budget etc. that are essential for taking
competitive edge within the emerging or dynamic market situations and deal with challenges
effectively. In this report NIVEA is chosen which is a German personal care brand which mainly
specialise in body care that is owned by Hamburg based firm Beiersdorf Global AG. NIVEA was
established in 1882 by the founder Paul Carl Beiersdorf which was sold to Oscar Troplowitz in
1890. The company deals in mainly skin and body care products like shaving cream, facial
cleanser, tanning oils as well as toners. In this, the role of strategic marketing, marketing process
and link between marketing strategies and corporate strategy are discussed. For strategic
marketing planning use PESTLE and Porter's five force model are studied with the STP
framework and determine growth opportunities by using Ansoff matrix. Also, plan some
strategic options by using BCG matrix and formulate objectives accordingly. Lastly, conduct
SWOT analysis for analysing internal and external aspects of company and analyse emerging
marketing themes for local, national and global context and appropriately response on these
themes with the proper recommendations.
2) Background of the company
Nivea is one of the most largest personal body-care brand of German that is established
in 28 March 1882, and founded by Paul Carl Beiersdorf. But it was sold in 1890 to Oscar
Troplowitz and in 1930, Beiersdorf added different products like tanning oils, shampoos, facial
cleanser and shaving creams. In 1980, after the second world war “NIVEA” as a brand expanded
its business across all over the world. For more than 100 years Nivea provides extensive skin
care products to the customers and has worked in 173 countries with around 50 products. Nivea

works with 1,290 scientist that is more dedicated and provides the product and services with
continuous improvement and find all the breakthroughs to generate most effective skin care
products. Reliability and quality is the core values of Nivea and with that always maintains the
sustainability in the business. Nivea has $13.3M annual revenue and there competitors are
American International Industries, Johnson and Johnson and The art of shaving.
3)Explain the role of strategic marketing, the marketing process and evaluate how marketing
strategies can be linked to corporate strategy of an organisation.
Marketing is a process through which Nivea create the values and image of the product
and services that is offered by the company to the customers. It is a phenomenon that helps the
company to communicate with the customers and collect their review and feedback and then
implies the change within the business to enhance the profit (Dombrowski, 2018). Marketing is a
art and science that is used by the companies to satisfy the need and demand of customers.
Strategic marketing is the process by which company performs the right task at right time and at
right place by using appropriate strategies like promotions. It manages the overall portfolio of the
company to achieve the target, goals and competitive edge of the company. Strategic marketing
plays an important role in Nivea for men that is as defined below as:
 Helps in evaluating the current environment: Strategic marketing helps the Nivea by
to know about the current position and performance of the business in the global market.
It is important for the company to know about how much people get aware about the
products and how much there services liked by the peoples. It provides the data that helps
the company to made the strategies for future growth and development.
 Helps in establishing clear marketing objectives: Strategic marketing of Nivea
provides the overall strength and opportunities of the business and with that it helps to
achieve the objectives of the company. With that Nivea knows about the current market
position and there market acceptance and it assist to make clear marketing goals that
company achieve within a certain time-period (Schiavone, 2019).
 Streamlines product development: It is a process through which company maintains
the quality of product and services that is offered by them. That development has been
done by the company to increase the sales and profit. Thus Nivea always develop there
products as per the requirement of the market and then induce the advancement in there
products.

Marketing strategies fulfils the goals, mission, vision of an organisation by using some
marketing tools and techniques. The marketing mix of Nivea for men is as follows as:
 Product: It refers to the products that is offered by the company to there customers. For
that Nivea comes with the product of men and named as Nivea for men (Duan, 2020). Price: It is the cost of the product that is offered by the company for that Nivea uses two
type of strategies for pricing that is as defined below as:
Psychological Strategy of pricing: It is a strategy through which company decides the price as
per the perception of customer. Nivea keeps the price of the product at moderate level that is
suitable for all as per the psychology of customers.
Bundle strategy pricing: It is a strategy in which company sales the product in the form of
bundle as attach various product in one. Nivea also uses this strategy with that attract the large
number of customer towards the services of the company.
 Place: It includes the area, regions that is used by the company to sold there product.
Nivea uses the digital platform as it has the worldwide fame thus through this company
increases the customers base.
 Promotion: It is a form that is used by the company to promote there services. Nivea
uses social-media to promote there product and services on larger scale.
Strategic marketing has the process that is followed by Nivea that is as explained below
as:
Step 1: Identify the goals, mission, vision, objectives of the company:
Mission of the company defines what company wants to achieve after after a particular
period of time and with that company made some strategies to achieve their mission (Foucault,
2019). Vision of Nivea provides the viewpoint to the company to gain the competitive advantage
by supplying the best product and services to the customers. Objectives defines the values that
company remains in there product and with that maintains the growth and development.
Step 2: Review the position of company:
After analysing the mission, vision and objectives of the company next is to review about
the position of the company in the market. For that Nivea also performs pestle analysis and
porter's five forces to know about the current position of the company and with that induce the
change to measured the growth in future.
Step 3: Formulate the strategy for marketing: