Strategic Marketing Management for Pikashoes: Market Analysis, Marketing Plan, SWOT Analysis, STP Analysis, and Marketing Mix

This report provides insights into the strategic marketing management of Pikashoes, including market analysis, marketing plan, SWOT analysis, STP analysis, and marketing mix. It covers the economic, social, technical, and industry environment, as well as the vision, mission, and objectives of the company. The report also includes a detailed analysis of the company's strengths, weaknesses, opportunities, and threats, as well as segmentation, targeting, and positioning strategies.

Strategic Marketing
Management

Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
Market analysis.......................................................................................................................3
Marketing plan........................................................................................................................6
Company strategy and objectives...........................................................................................9
Evaluation personal performance.........................................................................................11
Value of simulation games...................................................................................................13
Conclusion.....................................................................................................................................14
References......................................................................................................................................15
Appendix........................................................................................................................................17

Introduction
Strategic marketing management is described as a management activity that may be
utilised to improve the performance and profitability of a company. It is critical for management
to review performance and establish plans in order to make adjustments in their performance and
operations. Because changes in the business environment occur at a quick pace in the current
market dynamic, companies must devise appropriate strategies in order to maintain their success
and performance. This sort of management entails the development and implementation of
initiatives that are developed by top-level management following an analysis of the internal and
external environmental factors that affect how a firm operates. This will aid in providing clear
guidance to organizations, including objectives, plans, resources and budgets, all of which are
necessary for gaining a competitive advantage in new or dynamic market scenarios and
successfully dealing with problems (Gaudenzi, Mola and Rossignoli, 2021).
The provided report document will include operational working at Pikashoes which
offers a wide variety of shoes to its customers in the business market. The company operates
with a slogan i.e., “Spark your feet with Pikashoes”. The respective company delivers better
working terms on the basis of which competitive working of the firm can be ensured. The stated
firm coordinates with performs a variety of business activities through the use of several strategic
management models (del Rocío Bonilla Quijada, Arriaga and Domingo, 2021).
Main Body
Market analysis
In national developing market scenarios, a PIKASHOES marketing manager examines
shifting consumers, which implies that customer demand may vary by the state since each has its
own culture, beliefs, and behaviour. As a result, firm executives must do thorough market
research in order to achieve high levels of satisfaction and market share. This will aid in the
analysis of market circumstances, which is necessary for firms to understand their capabilities in
order to acquire a competitive edge over their competitors (Kim and Moon, 2021).
STP analysis
STP is a strategy that simplifies the marketing planning process. Its major purpose is to
attract customers, or more precisely, the correct consumers who are interested in the company's
offerings. This product marketing is separated into segments, and then that segment is targeted

for the company's product, and then the product is developed according to the demands of the
targeted segment.
Segmentation
It is a procedure in which a corporation determines the market's needs and desires,
separates the consumers, and then chooses the one sector in which they may obtain the most
competitive advantages. Demographic, regional, psychological, and behavioural segmentation
are examples of different types of segmentation. However, Pikashoes for Men, women and kids
opt for demographic segmentation, which includes divisions based on age, gender, wealth, and
other factors. The corporation, on the other hand, adopts gender segmentation and develops a
product for the male gender (Rashidi-Sabet and Madhavaram, 2021).
Targeting
It is a procedure in which a corporation targets a certain market and then performs all of
the functions for that market. Pikashoes for guys is aimed at men, women and kids. People in this
age range are more concerned about their fashion and are continuously on the lookout for
products that match consumer trends in the fashion business market (Raza and Govindaluri,
2021).
Positioning
It is a metric that depicts the company's market position in terms of consumer
consumption. For this reason, Pikashoes advertises its product and offers discounts to clients in
order to increase market awareness.
Marketing strategies are used by marketing managers to learn about the many norms that
the organization uses to target a specific age, gender, or demographic. For that reason, Pikashoes
uses the STP model, in which the firm splits the market and selects males, with a focus on the
18-32 age bracket which is of men and women. They raise market awareness by advertising their
products and services in order to attract a big number of clients. This increases the company's
total sales as well as the productivity of the company's products and services (Yeo and et. al.,
2022).
SWOT analysis
Companies employed SWOT analysis to analyse internal and external factors for
strategic planning and management. Internally, they could analyse the company's strengths and
weaknesses, while outside, they could identify opportunities and threats. In the case of

PIKASHOES's men's goods, a marketing manager determines the internal and external
conditions of enterprises, which aids in determining the competitive position and formulating
suitable strategies based on this analysis. The following are the results of PIKASHOES's SWOT
analysis for men:
Strengths Weaknesses
 Brand awareness: PIKASHOES has a
good and high brand awareness within
its operational business market. This
acts as an effective strength for the
company which helps them to
 Professional workflow: The firm has a
highly competent and sought-after
workforce that helps the company
create and sell high-demand men's
items (Sarwar and et. al., 2022).
 Finance resource: Furthermore,
because the firm is in good financial
shape, it has the resources and cash to
organise a robust advertising campaign
and educate male clients about skincare
goods.
 Customer behaviour: Customers of
PIKASHOES are less committed to the
brand, which is seen as a weakness in
the company's PIKASHOES for
consumer goods.
 Inappropriate market focus: Because
PIKASHOES is so concerned with
women, kids and men, it maintains a
separate department for providing
 Failure of strategy: The company's
failure to differentiate its goods or
brand in contrast to its competitors has
resulted in the company's weakness in
the competitive marketplace for
PIKASHOES for its products.
Opportunities Threats
 Market share: The company has
experienced an increase in sales of
men's fashion products, which presents
a chance to grow the firm's market
share in a competitive or rising sector
and successfully lead the market.
 Behaviour of consumer: Because men
are becoming more receptive or less
 Social factors: Consumers, particularly
males, have become more aware and
price-sensitive, and they demand
different promotional activities such as
popularity, health, discounts, and
offers, among other things, posing a
challenge to the company's strategic
strategy (Khan and et. al., 2022).

hostile to fashion products,
PIKASHOES has a chance to capitalize
on changing societal views.
 Competition: Due to the significant
danger of competition, PIKASHOES's
goods, such as PIKASHOES for men,
require great distinction in order for
their marketing tactics to provide a high
return on investment in sales and profit
generation.
Marketing plan
Executive Summary
The determined marketing plan will be comprised of essential and insightful information
and knowledge regarding the marketing activities and practices to be carried out in order to
promote and advertise products offered to customers. For instance, it will be inclusive of analysis
of all the factors and aspects impacting upon marketing practices and developing a suitable and
appropriate strategy for further execution. Furthermore, it will inclusive of defining target market
for the shoes offered to customers, attaining competitive advantage, positioning, etc. which will
further facilitate in designing and developing marketing strategy for the company (Kumar and
Yadav, 2021).
Market and Situation Analysis
 Economic Environment
After the impact of COVID-19, situations now seem to be under control which further
influence the spending of customers towards their personal wants and requirements. For
instance, it results in being a positive aspect for respective business as customers in society
are willing to spend more footwear in order to maintain a living standard in the society.
 Social Environment
Personal preferences of customers towards footwear in order to follow the fashion trends
going on in the market is major social factor influencing purchase of footwear by customers
in society. With the increasing preferences of customers towards purchase of footwear has
been encouraging other customers in society for the same. Therefore, it has gave rise to a
social movement towards fulfilment of personal needs and desires of customers with

purchase of their desired products (Kumar, Prakash and Kumar, 2021).
 Technical Environment
The advancement of technology has driven businesses to another level of success by
providing them with efficient technological elements in order to acquire required information
and knowledge of customer demands and market trends. In addition to that, it further
facilitates in using the information in development of desired products to be served to
customers in order to fulfil their needs and demands.
 Industry Environment
The clothing and footwear industry has been observed with rapid growth and expansion
with establishment of additional businesses engaged in serving quality Footwear to
customers in order to meet their demands. For instance, Fashion industry is one of the largest
industry all around the globe as each and every consumer uses clothing and Footwear in their
daily routine or schedule.
 Competitive Environment
Referring to the determined company i.e., Pikashoes, there are various big market players
in the market that will result in being the barrier in capturing a higher market share. In
addition to that, Affordable prices and quality of products is considered as Unique Selling
proposition associated with the determined products which will further facilitate in attaining
competitive advantage in the market.
Vision, Mission, and Objectives
Vision
To become the leading business organisation engaged in serving footwear to customers with
global presence in each and every economic nation .
Mission
To contribute additional values towards customers by providing them with quality products at
affordable prices.
Objectives
 To increase market-share by 5% in the upcoming 6 to 8 months with consideration of
effective marketing practices.

 To increase the output per additional unit by 10% in the upcoming 1 year.
SWOT Analysis
Strengths
 Skilled workforce: It contribute
additional values in ensuring effective
and efficient completion of operations
and activities in workplace.
 Financial resources: The sources of
finance of respective organisation
facilitates in fueling up operations and
activities of company in order to
produce their final product to be
served to customers (Kim, Woo and
Ramkumar, 2021).
Weaknesses
 Retention of customers: Lack of
loyal customers and inability of
company to retain their existing
customer base has been considered as
major retention of customers.
 Insufficient market focus: The lack
of market orientation of company is
another major weakness associated
with respective company as it could
lead to lack of coping up with
uncertainties in market.
Opportunities
 Effective Marketing practices:
Carrying out effective marketing
practices could facilitate in increasing
brand awareness among customers in
society as well as increasing overall
sales of products.
 Information technology: This
element of business allows a company
to acquire required information.
Threats
 Highly competitive market: As the
company operates in highly
competitive business environment, it
could lead to shift of customers
towards other competition brands.
 Changing customer demands: The
dynamic changing demands of
customers could result in negative
impact of Pikashoes.
STP Analysis
Segmentation
As the products offered by respective company are classified under different categories on the
basis of particular demographics of customers, Demographic Segmentation has been taken into
consideration for grouping up customers. In addition to that, it will facilitate in targeting the
desired customer base in order to serve products to the same.

Targeting
Referring to the classification of products including Men, Women, and Kids, Customers will be
targeted accordingly. For instance, for the category of Men and Women, customers with age
between 18 to 40 years will be taken into consideration in order to increase overall sales of the
products. On the other hand, for the category of Kids, customers with age between 10 to 18 years
of age will be taken into account in order to serve them with products of Pikashoes.
Positioning
In order to position products of company in the mind of customers, the aspect of quality at lower
prices will be taken into account to be presented before customers for the same. Furthermore, it
will allow company to attract maximum amount of customer base towards purchase of these
products.
Marketing Mix
 Product: The product portfolio of Pikashoes generally includes different types of shoes,
apparels and other clothing accessories in order to offer customer with a variety of shoes.
For instance, these shoes or footwear are made up of high quality fabric with comfortable
sole in order to provide customers with a delightful experience in consumption of these
products. In addition to that, quality of apparels and shoes are primary aspects associated
with these products which could facilitate respective organisation in attaining competitive
advantage over other competitors in the market.
 Price: In order to increase the sales of products in the initial phase, Penetration pricing
strategy has been taken into consideration in order to serve customers with premium
products at lower prices. In addition to that, it facilitates in attracting maximum number
of customers towards products offered by Pikashoes in consumer market. Pricing factor is
one of the most significant concern for customers in selection of a product to be
purchased for further consumption. Therefore, this pricing strategy will contribute
additional values towards respective business organisation by increasing overall sales of
the products offered to their customers.
 Place: In order to maximise the sales of Footwear offered to customers, E-commerce
platform as well as physical outlet stores of Pikashoes will be taken into consideration.
The primary purpose behind consideration of E-commerce lies in increasing reach
towards customers in different economic nation whereas physical stores or outlets will

facilitate in effective interaction with customers in order to maintain customer
engagement. Furthermore, it will ensure maximum sales of products as well as
maintaining effective customer relationship in the consumer market. Therefore,
determined places will result in being most beneficial for Pikashoes in serving their
customers (Ozuem and et. al., 2021).
 Promotion: With the increasing advancement of technological elements, Digital
marketing practices could be taken into consideration in order to promote and advertise
products of Pikashoes. For instance, it includes Social media platform and search engine
optimisation as channels for carrying out marketing practices in order to products offered
by Pikashoes among customers in market. In addition to that, it will facilitate in
increasing awareness for the business entity as well as products among target customer
base in the market in order to maximise the sales of products offered by company.
Company strategy and objectives
PIKASHOES takes advantage of the full screen takeover capabilities to create realistic and
appropriate product presentation scenarios as well as motivate their male target audience to visit
Facebook businesses. In order to attract male clients between the ages of 18 and 32, the
organization must develop certain strategic objectives that are SMART (specific, measurable,
attainable, realistic, and time-bound). The following are some examples of such goals:
 Increase sales of PIKASHOES for Men products by 15% in six months by focusing
heavily on promotional and distributional strategies.
 Focus on completing adequate market research to gain market share by 25% in three
months (Distelhorst and McGahan, 2021).
 To enable outstanding product quality in order to keep people loyal to their brand
regardless of the brand.
Basis Existing strategies Proposed strategies
Product The product range of Pekashoes includes
a variety of sneakers that also forms
Customers will be targeted by the
company's existing product line.

important parts of the marketing
strategy. The frequent innovations on
products of the firm are based on R&D
department, budget and machine.
Through use of effective R&D activities
effective decision making can be
formulated.
Price In order to gain a competitive edge and
sell more men's items, the firm now uses
a competitive pricing approach.
To boost sales of PIKASHOES men's
goods, the management should now
employ a lowering price approach.
Place In order to reach out to their clients,
PIKASHOES has a forceful distribution
system. They sell men's skincare
products through both online and offline
channels.
In order to meet targets, the marketing
manager must focus on the market
penetration strategy, which entails
emphasizing their present distribution
location for men's skincare goods
(Medcalfe and Miro, 2021).
Promotion To advertise their men's offerings to
their target consumers, they use ad
frames, advertising on websites,
Facebook pages, ad video, and other
methods such as ad frames, ads on
websites, Facebook pages, and ad video.
In addition, they employ digital media to
raise awareness of their product line.
PIKASHOES's management should
emphasize the importance of using social
media marketing to raise awareness of
their men's products and attract a big
number of customers (Bubicz, Barbosa-
Póvoa and Carvalho, 2021).
Evaluation personal performance
Performance Analysis

Referring to above graphical representation, it could be derived from the same that the red
block indicates new staff, blue blocks for staff that left the organisation, green for the staff that
stayed, and yellow presents newly hired staff (Sharma, 2021).
The above-mentioned graphical presentation determines hiring performance of respective
company from the initial stage to exiting scenario. For instance, it could have derived that in the
initial phase of company, the number of employees getting employed was the number of
employees leaving the business organisation. In addition to that, it further resulted in constant
number of employees that stayed in the organisation engaged in carrying out business operations
and activities. Referring to the fourth coming year for company, it could be observed with an
massive increase in new employees getting employed in respective company with quite a higher
number of employees leaving the organisation. With every additional unit further, the number of
employees leaving the organisation tends to decrease whereas it resulted in increasing retentrion
rate of employees in the respective organisation (Yakimova, Owens and Freeman, 2021).
Therefore, it further represents that with the consideration of effective hiring policies and
development of positive working environment, respective business organsiation improvised and
enhanced their previous scenario of retention of employees in the business. In addition to that, it
contributes various additional values towards respective company with increased retention of
employees engaged in the workplace.

©
Referring to the internal analysis of company, the outcomes of analysis of inventory are
mentioned above. For instance, the red line in the graph indicates demand for the products
offered by Pikashoes in the market. On the other hand, Blue line indicates the figure of sales
of these product whereas green line presents the purchased amount of products by customers
through any of the source (Mishra, Jain and Jham, 2021).
As we can derive from the above graphical representation, the demand has been observed to
rise since the initial phase of offerings of Pikashoes to their customers. With every
additional week, it could be derviced that the demand for the products of respective
organisation tends to rise with involvement of some or the other factor or aspect. Though,
the company has been unable to fulfil the increasing demand for the products by consumer
due to inability to produce large amount of output in the existing workplace scenario.
Moreover, the yellow line further determines that company has maintained an approximate
of 2,500 units of products ready to be served to customers whereas the demand of consumer
remained around 3,000 to 4,000 units for every additional fourth week.

From the above analysis, it could be claimed that Pikashoes has been receiving good
amount of attention from their customers as demand could be observed more than the
expected amount. Though, it results in inability of respective company in fulfilling these
consumer demands, but still it is a positive sign for the company as the demand for products
is increasing among customers (Hartmann, 2021).
Financial results
From the analysis of the presented financial results of the respective company i.e.,
PIKASHOES it can be said that the respective company is performing quite well in terms of
performance in the provided marketplace. The financial manager of the company i.e., Adam
Johnson prepares statistical data which is evaluated on the performance of the workforce which
is extracted by evaluating several working departments of the business firm. From the analysis of
the income statement of the firm, it can be said that the respective company reported
€ 306.131,70 although several businesses failed to manage their work due to difficulties faced
under post-pandemic business scenarios. In addition to this, contrasting several business working
enables them to operate better terms of workings in the business firm. This defines coordinative
working for which results obtained can be compared for evaluating on competitive working of
the business firm (Vrontis and et. al., 2021).
Value of simulation games
The simulation games are the great opportunity for the learners to gain experience and
learning of the real-world enterprises’ decisions in the risk-free learning business environment.
The value of simulation games is huge attempt in the real life in order to copy various activities
from the real life in the form of the game for the different purpose such as prediction, analysis,
training and simply entertainment. The key value of the simulation is the challenge it offers to
the learners that actually acts as a driver for the individual to engage actively then practise the
new skills. Also, in comparison to the lecturers the simulation provides an opportunity to the
learn by try, fail and learn the experience. As by the simulation games the learners will gain an
adaptability their skills to the real world. Also the in terms of the standardization the simulation
games are effective in standardized learning as through simulated games the rules are applied
equally to every participant allowing for the better and real life learning (Ambilkar and et. al.,
2021).

The primary and foremost benefits associated with learning of simulation games lies in
active engagement, adaptability, self-paced, Feedback, cost-effective, etc. which contributes
additional values. An individual learner always finds these games more entertaining and
effective which facilitates in ensuring active participation in the same. In addition to that, it
contributes learning of various different activities including training, analysing, predictions,
dedication, etc. which allows an individual to learn essential and necessary in personal as well as
professional life. Each and every individual look out for some or the other simulation game in
life in order to learn essential skills with passion and fun in learning the same. Furthermore, the
skills and personal abilities learned by an individual in being a part of simulation game include
critical thinking, problem solving, analytical skills, effective decision-making, initiatives, etc.
Therefore, simulation driven games contributes various additional values towards growth and
development of an individual (De Jong and et. al., 2021).
The additional values and benefits associated with simulation game include boosting up
morale and confidence of an individual by contributing towards their personal as well as
professional growth and development. For instance, it enhances sharpness of mind, improvise
decision-making abilities, attentiveness, self-motivation, etc. All these positive values further
allow an individual to stay motivated in life in carrying out essential activities in life be it
personal or professional. Moreover, an individual engaged in playing simulation games is
provided with a platform where he can perform several defined tasks which requires strategic
planning, quick decision making, systematic procedure, etc. which provide them with knowledge
of systematic approach in life (Ali and et. al., 2021).
Conclusion
As a result of the above discussion, it has been determined that strategic marketing
planning is critical for all firms since it aids in the formulation of appropriate strategies for long-
term development and sustainability in a competitive marketplace. As a result, a marketing
manager is accountable for properly preparing all strategies and policies that will contribute to
the organization's success and profitability. As marketing management plays a significant part in
strategic planning, it is vital to understand the many models that aid in formulating good plans,
such as Porter's five force model and PESTLE analysis.

References
Books and Journals
Gaudenzi, B., Mola, L. and Rossignoli, C., 2021. Hitting or missing the target: Resources and
capabilities for alternative e-commerce pathways in the fashion industry. Industrial
Marketing Management, 93, pp.124-136.
Kim, K.H. and Moon, H., 2021. Innovative digital marketing management in B2B
markets. Industrial Marketing Management, 95, pp.1-4.
Rashidi-Sabet, S. and Madhavaram, S., 2021. A Strategic Marketing Framework for Emerging
Out of the Climate Change Social Trap: The Case of the Fashion Industry. Journal of
Macromarketing, p.02761467211058083.
Yeo, S.F., Tan, C.L., Kumar, A., Tan, K.H. and Wong, J.K., 2022. Investigating the impact of
AI-powered technologies on Instagrammers’ purchase decisions in digitalization era–
A study of the fashion and apparel industry. Technological Forecasting and Social
Change, 177, p.121551.
Khan, S.A., Hassan, S.M., Kusi-Sarpong, S., Mubarik, M.S. and Fatima, S., 2022. Designing an
integrated decision support system to link supply chain processes performance with
time to market. International Journal of Management Science and Engineering
Management, 17(1), pp.66-78.
Kumar, A., Prakash, G. and Kumar, G., 2021. Does environmentally responsible purchase
intention matter for consumers? A predictive sustainable model developed through an
empirical study. Journal of Retailing and Consumer Services, 58, p.102270.
Kim, N.L., Woo, H. and Ramkumar, B., 2021. The role of product history in consumer response
to online second-hand clothing retail service based on circular fashion. Journal of
Retailing and Consumer Services, 60, p.102457.
Ozuem, W., Willis, M., Howell, K., Helal, G., Ranfagni, S. and Lancaster, G., 2021. Effects of
online brand communities on millennials' brand loyalty in the fashion
industry. Psychology & Marketing, 38(5), pp.774-793.
Distelhorst, G. and McGahan, A., 2021. Socially irresponsible employment in emerging-market
manufacturers. Organization Science.
Bubicz, M.E., Barbosa-Póvoa, A.P.F.D. and Carvalho, A., 2021. Social sustainability
management in the apparel supply chains. Journal of Cleaner Production, 280,
p.124214.
Sharma, A.P., 2021. Consumers’ purchase behaviour and green marketing: A synthesis, review
and agenda. International Journal of Consumer Studies, 45(6), pp.1217-1238.
Mishra, S., Jain, S. and Jham, V., 2021. Luxury rental purchase intention among millennials—A
cross‐national study. Thunderbird International Business Review, 63(4), pp.503-516.
Hartmann, J., 2021. Toward a more complete theory of sustainable supply chain management:
the role of media attention. Supply Chain Management: An International Journal.
Vrontis, D., Makrides, A., Christofi, M. and Thrassou, A., 2021. Social media influencer
marketing: A systematic review, integrative framework and future research
agenda. International Journal of Consumer Studies, 45(4), pp.617-644.
Ambilkar, P., Dohale, V., Gunasekaran, A. and Bilolikar, V., 2021. Product returns management:
a comprehensive review and future research agenda. International Journal of
Production Research, pp.1-25.

de Jong, A., De Ruyter, K., Keeling, D.I., Polyakova, A. and Ringberg, T., 2021. Key trends in
business-to-business services marketing strategies: Developing a practice-based
research agenda. Industrial Marketing Management, 93, pp.1-9.
Ali, S.M., Paul, S.K., Chowdhury, P., Agarwal, R., Fathollahi-Fard, A.M., Jabbour, C.J.C. and
Luthra, S., 2021. Modelling of supply chain disruption analytics using an integrated
approach: An emerging economy example. Expert Systems with Applications, 173,
p.114690.
del Rocío Bonilla Quijada, M., Arriaga, J.L.D.O. and Domingo, D.A., 2021. Insights into user
engagement on social media. Findings from two fashion retailers. Electronic
Markets, 31(1), pp.125-137.
Raza, S.A. and Govindaluri, S.M., 2021. Omni-channel retailing in supply chains: a systematic
literature review. Benchmarking: An International Journal.
Sarwar, M.A., Awang, Z., Habib, M.D., Nasir, J. and Hussain, M., 2022. Why did I buy this?
Purchase regret and repeat purchase intentions: A model and empirical
application. Journal of Public Affairs, 22(1), p.e2357.
Kumar, S. and Yadav, R., 2021. The impact of shopping motivation on sustainable consumption:
A study in the context of green apparel. Journal of Cleaner Production, 295,
p.126239.
Medcalfe, S. and Miro, E.M., 2021. Sustainable practices and financial performance in fashion
firms. Journal of Fashion Marketing and Management: An International Journal.
Yakimova, R., Owens, M. and Freeman, S., 2021. The ‘visible hand’behind cooperation in
franchising: A model of franchisor practices that influence cooperation within social
networks. Industrial Marketing Management, 94, pp.66-89.
Shen, Z., 2021. “The Other Side of the Brocade”: Translating Fashion Blogs and Data
Mining. TEXTILE, pp.1-17.
Jain, S., Mishra, S. and Mukhopadhyay, S., 2021. Critical success factors for luxury fashion
brands in emerging markets: Insights from a qualitative study. Journal of Global
Fashion Marketing, 12(1), pp.47-61.

Appendix