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

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