Individual Management Report on Strategic Marketing Management

This report covers the macro environment of PESTLE analysis, market entry strategies, market targeting and segmentation, and Porter's generic strategy for Ashanti Marketing Solutions. It also provides opportunities and threats for the client in the Indian market.

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Strategic Marketing
Management

Table of Contents
INTRODUCTION:............................................................................................................................................3
MAIN BODY....................................................................................................................................................3
Explain the macro environment of PESTLE analysis of Ashanti marketing solutions and to providing
the possible opportunity and threats for client could face within the market of your choosing country?...3
Explain the three modes of market entry strategy and out of choose the one suitable strategy options for
the client. Justify it?......................................................................................................................................5
Explain the concept of market targeting and market segmentation and how to target market to the
potential customers effectively. Justify in detail?.........................................................................................6
Explain the porter's generic strategy, how to gain the competitive advantage of client to choose the one
of porter generic strategy?............................................................................................................................7
CONCLUSION.................................................................................................................................................9
REFERENCES................................................................................................................................................10
Books and Journals.....................................................................................................................................10

·INTRODUCTION:
Strategy Marketing is termed as a firm to effect way to differentiates from the rival of competitor
by capitalize on strong of new and expected to providing consistent improved value to the customers than
the competitors (Chernev, 2018). It is achieving the organization goals by develop and maintain a
sustainable advantage. The term strategic marketing management is the use of strategy such as to select the
real based goals and objectives, to develop more effectively, to set the priority for the business activity
change and to improve the performance of firm. This respective report will cover under the strategic
marketing management report with the idea to help the improvement in the organisation.
·MAIN BODY
· Explain the macro environment of PESTLE analysis of Ashanti marketing solutions and to providing
the possible opportunity and threats for client could face within the market of your choosing country?
Recommending a marketing services such as advertising, promotions and public relations etc in India for
Ashanti Marketing Solutions Limited.
PESTEL stands for political, economic, social, technological, environmental and legal forces. It analysis
referred to tool used to identify the macro environment forces (Chernev, 2019). It is a framework to assess
the factors of business concern environment in which a firm operates.
·Political Factors: It is a factors that are made by the government. India is the largest democracy country
in the global. Ashanti Marketing solutions utilize the benefits of the marketing services in India. They are
closely work and interact with the government to protect the interests of organization. They support the
government as a fair trade of services. The government spending is high it finally develops the economy. It
brings a positive impact on the services marketing. If the government increases the tax on services then the
company of marketing services will also increases the tax in economy. It create a negative impact on the
government.
·Economic Factors: It include the factors such as interest rates and inflation rates etc. Fiscal and monetary
policy of government finances are properly managed in India. It successful maintained at a low rate of
inflation in marketing services (Parsons, and Lepkowska-White, 2018). Services firms affected by less cash
spend on the advertising and marketing a product. It determine the different income levels in a particular
company that determines the pricing strategy of the services in the market.
·Social Factors: It affects the demand for a company services and how they run the Ashanti Marketing
limited company. Also it improving the marketing services in according to the customer trends (Sahaf,
2019). And they allowed the customers to payment through the credit cards that company took the benefit
of opportunity to increasing the marketing services along with profit margins. Marketing is a process that

services move from a manufacturer to customer. It means think about customer needs and satisfaction. The
demand for population is increase in the market also increase the demand for services in the market.
·Technological factors: It has established the technology transformation programme to become a first
digital business and to deliver the maximum number of customers experience. The company is focused on
new technology model that designed to create a faster services to the customers that will result the growth
of the business. It provides the vehicles for deliver the services in convenient ways. It facilitates the basic
customer service like bill paying, track orders, check the account records etc. they are close link with the
customer services
·Legal Factors: It found a number of violations as risk issues in documents and conditions of customer
marketing services in advertisement. It provide to create a legal in the company. These are equal
opportunity for all India such as advertisement, consumer rights, promotions and others. These are also
specially for foreign company to opportunity for trading in India. Company must staying on the rule and
inside to each country. It has a negotiable regulation regard the foreign trade to offer growth opportunity to
international brand.
·Environment Factors: It establish a green policy which means brings a positive impact on the well-being,
community and planet. They worked with different areas to promote the fair marketing services to the
customers. It has increase the demand in sustainable products and processes among the consumers.
Industry in India with increasing pollution and negative impact on the healthly & safety measures. It can
help the economy of country and services.
·Opportunities of Ashanti marketing solutions limited:
·Ashanti marketing solutions limited has a opportunity to move in a new development market.
·The new technology provide an opportunity to Ashanti marketing solutions in India to differentiates the
price strategy in the new market. It maintain the loyal customers with great services .
·It has lower the inflation rate bring more stability in the market, it modify the credit card at low rate of
interest to the customer.
·Threats of Ashanti marketing solutions limited:
·To decrease the threat, Company has stable the services to the limited client that is fluctuating the profit. It
causes not a pressure on services of marketing company.
·The demand for new technology is developing by the competitor in medium and long term so that the
possible opportunity of India is difficult to challenge the technology in short term period.
·Limited the raw material is a good possible opportunity to develop the company.
·Explain the three modes of market entry strategy and out of choose the one suitable strategy options for
the client. Justify it?
Market entry strategy: It referred to planning of distribution and deliver the products and services

to a market. And the inflow & outflow of service means to creative, establish & administration of
agreement made in a international market. (Voskresenskaya, Shandova, and Sofiienko, 2020). There are a
different ways to entering a international market. Nobody work for the foreign market. Direct exporters is
a suitable strategy in one market while in other require to a partnership company. There are a number of
element that will influence the best of strategy but not limited to taxation, degree of requirement product,
market costs and transport costs etc. with increase the costs it also expected to increase the services of the
company. There are main market entry options are follows:
1.Strategic Alliances: It refers to the more than two organisations of sharing the natural resource
and activity to pursuing a service strategy.
Types of strategy alliances are given below:
Equity based alliances: It refer to creating of a new entity that is owned separate by the involve of
partners. And several organisations set up a single venture
Non equity based alliances: It is based on the contracts of agreement. It is common form of franchising
and licensing, research and development to agreement and strategy of supplier and distributor etc.
2. Merger and Acquisition: It is external method of strategy growth. It is defined as a how firms
seek to develop their capability and resources.A merger refer to the combine of two previous separate
organisation in order to form a new company. An acquisition refer to involve of one company take over the
ownership or equity of another company. Example, Kraft foods takeover the Cadbury plc.
33. FDI: It stands for foreign direct investment. It is the direct ownership of facility in the target market. It
includes the transfer of resources such as land, labour, capital and technology (SOE, 2020). It can be made
a foreign direct investment through acquisition of old enterpeise or the establishment of new enterprise. It
need to superior level of resources and commitment.
44. Exporting: It refers to direct selling of domestic produced goods to the external country. It is well
establish performing of international market. It is not need to investment in the international production
facility. Mostly costs are assisted in the expenses of marketing such as exporter, importer, government and
provider of transport etc.
55. Greenfield Investments: It need to the investments in international business. It involving to buying the
land, building the facility, and run the business on regular basis in an international market. It certain the
high risks but some market need to understand the cost and risk of investments due to regulations of
government, transport costs, and ability to available technology and labour skill etc.
Merger and Acquisition: Most of the clients can benefits from the mergers and acquisitions
strategy. It helps to understanding of clients that company make takeover to expand into another markets
and to sum of new ability and to increase the revenue. It helps to growth of the company Consumers want
to know about the services that providing by Ashanti marketing solutions(Post, and Leavell, 2019). They
are likely to available on the post transaction services. Most of the client prefer to order the services from

the mergers and acquisitions because they deals with the low pricing strategy of the company. They
offering the better services to the clients after the transaction process. They are communicating with the
customers it would be more helpful to the customers to make a feel like they are important to the services.
Most of the client hear about the announcement of services and deal is completely and they don't hear
between in anything.
l壱 Explain the concept of market targeting and market segmentation and how to target market to the
potential customers effectively. Justify in detail?
l壱Market Segmentation: It referred to market of target into small groups that share the characters such as
age, income, behaviour, interests, personal traits, needs or locations of the customers. These segments can
be used for optimize the products, marketing, advertising, promotions etc. It is considering the individuals
who think on the same lines and have similar interests (Yaneva, 2020). Those individuals from the same
segment respond in related way to the fluctuate in the market.
l壱Market Targeting: The market is segmented on the basis of age, income, education, lifestyle, social
class and status, many more. After identified the few segments are selected to reaching the target customers.
This process of evaluate the market for measure the suitable segments and and selected the target market
from the five alternative patterns.
There are 10 steps to target the market with potential customers effectively are mentioned below:
·1. Survey the customers: To survey the new customers to discover the better product & service to
present in the market. It helps to find out customers in mind.
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·2. Research your competitors: It is easy way to discoverout the customers in which sort of marketing
work. It helps to get ideas to follow the campaigns, this research review the black spots in competitor
process & take a strategy of marketing is present in new direction.
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·3. Target Ads: It is the cheapest methods of social media platforms such as advertisement, google, twitter
and facebook that the target the ads going on long term. In real world, most advertise are come from a
hoarding, station or commercial etc. These target ads can locating the people has requirement of services
based on geographical location, demographics such as people age, income, gender & education status etc.
By invest in target ads to pay through the PPC. company can see a important customer engage,
conversation and services.
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·4. Smart Media: It is present on social media platforms such as Facebook, Instagram, twitter to keeping

the customers. Social media managers use a applicable posts strategy, connect to the good essays and
answer the every query of customers as they are asked about this. Those are the companies to keep on the
customers, give new technique to use of services & to assist in problem solving
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·5. Affiliate Marketing: It refer the the process of earning a money every time you promote a company of
services and campaign a sale. It operate on a pay per click to get the number of affiliate networks. It is not
easy to find the service.
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·6. Establish trust in your community: Company must have to trust from the customers such as public
users reviews and send a sample of product for trusted blog to review.
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·7. Contact with the true influencers: Company engage with a large player in an industry to get the care
of a leader thinking or leader influencer to get a fans or family to build establish trust and credibility.
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·8. It is applicable content blog: It keep a pattern of constantly & diligent print the applicable content
blog to assist the potential customers to know where company are come from.(Huang and Rust, 2021).
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·9. It leads to engage the newsletter: it analyses the customers demography and activity of social media to
putting the advertisement and survey in online and update the data of user everyday.
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·10. Response in social media platforms: It is requirement to texted and speak on the English to the
customers query and also complaints of customers to respond him accurately in phone call, tweet,
Facebook, email etc.
· Explain the porter's generic strategy, how to gain the competitive advantage of client to choose the one
of porter generic strategy?
Porter Generic Strategies was developed by Michael Porter in 1985. It can be used to determine
the strategy of your organisation. Michael porter uses the four strategy that an organization should choose
from.
1Cost leadership strategy: It refer to minimize the costs that provide goods and services to a customers or
clients which use to rise the market share. It produces the super profit amount for the business with given
price (Visconti, Peñaloza, and Toulouse, 2020). Company that success in this strategy to follow the strength
are mentioned below:
·Available to capital requirement to sort a important investment in assets of production.
·It has a skill of design the products for efficient in manufacturing

·In manufacture process of engineer has a superior level of expertise (Al-Surmi, Cao and Duan, 2020).
·It has efficient distribute the channels.
12. Product differentiation strategy: It refer to make a uniqueness of product with unique features and
different shape, size and colours are available are comparing to the competitor for producing a different
product. Examples are product performance, quality of product, durable of product, appearance, brand
image, features and operational efficiency (Schiavone, and Simoni, 2019).
2The company allow the unique product to price for premium charge is adding to the value. Because of the
uniqueness of product dimension, if supplier has rise the costs of the company ability to pass on the costs to
customers who can't discover the easily secondary product.. Company that success in this strategy have a
strong are mentioned below:
3They are accessible to the leading of scientific research(Chandra and Sharma, 2018).
4They are highly skilled team and creativity product development team
5they are strength sales team with the capability to successful communicate the perceive strength of the
product.
6Quality and innovation are the major corporate reputation company.
7Focus strategy: It involves a concentrate try on customers of unique needs and wants of product also
referred to as niche market. This strategy is focus on the narrow segment to accomplish cost benefit or cost
differentiate. By focusing on the whole to get a good service needs of premise. on it (Osovtsev,
Przhedetskaya, and Sagidullaeva, 2018). A company utilize a focus strategy often enjoy the superior degree
of customer loyal and this entrenchment loyal discourage another company . Company that success this
strategy are ability to focus on a wide scope of product developing strong to relative narrowing segment.
·Cost focus: It means that minimize the costs
·Differentiation focus: It means that an positioning toward differentiate from other products of competitor
within a markets.
·Focus strategy is the better suitable strategy for client to engage within the market. Focus strategy
concentrate the try on customers of unique need and want of products, referred to as a niche market
(Cabaron, 2018). From the stage of customer allow the service in low structured based cost tp produce a
service with unique features or character that meets the needs and wants of market. It split into a 2 category
such as :
·Cost focus strategy: It is the unveil structure of produce a service accepting at a low cost. It is to create
the benefit of cost for customers.
·Differentiation focus strategy: It allows the services to unveil the previous non-recognition needs and
wants to the feature of unique service.

·CONCLUSION
From the above report, It is concluded that strategy marketing management is an essential task for
the study and learning the effectively application used in the real world. It is know that every time,
organisation initiates to enhance something new and innovation for the customer so that they can have the
requirement to depth of theoretical and practical knowledge of strategic marketing management report in
the business. It is essential to have a proper knowledge of Pestle analysis, Market entry strategy, Market
segmentation and targeting & Porter's generic strategies etc. It is imperative for analyse the project
methodologies and the tools used for the specific projects. This project report covered all such areas in
order to enhance the better understanding of the concept of strategic marketing management.
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·REFERENCES
·Books and Journals
Al-Surmi, A., Cao, G. and Duan, Y., 2020. The impact of aligning business, IT, and marketing strategies on
firm performance. Industrial marketing management. 84.pp.39-49.
Cabaron, J.B., 2018. STRATEGIC MARKETING PRACTICES: T.
Chandra, P. and Sharma, V., 2018. Strategic marketing prospects for developing sustainable medicinal and
aromatic plants businesses in the Indian Himalayan region. Small-Scale Forestry. 17(4). pp.423-441.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
Chernev, Alexander., 2019. Strategic marketing management: Theory and practice. Cerebellum Press.
Huang, M.H. and Rust, R.T., 2021. A strategic framework for artificial intelligence in marketing. Journal of
the Academy of Marketing Science. 49(1). pp.30-50.
Osovtsev, VA., Przhedetskaya, NV., and Sagidullaeva, MS., 2018. Conceptual model of adaptive
management of strategic marketing: a system approach. European Research Studies. 21. pp.666-
677.
Parsons, AL., and Lepkowska-White, E., 2018. Social media marketing management: A conceptual
framework. Journal of Internet Commerce. 17(2). pp.81-95.
Post, J., and Leavell, JP., 2019. Diligence-based strategy, strategic marketing ambidexterity, and the
resource-based view: Informing the exploitation/exploration mode and valuing capabilities.
Sahaf, M.A., 2019. Strategic marketing: Making decisions for strategic advantage. PHI Learning Pvt. Ltd..
Schiavone, F., and Simoni, M., 2019. Strategic marketing approaches for the diffusion of innovation in
highly regulated industrial markets: the value of market access. Journal of Business & Industrial
Marketing. 34(7). pp.1606-1618.
SOE, Z., 2020. An Analysis of Strategic Marketing Management on Organizational Performance (Doctoral
dissertation, SCHOOL OF BUSINESS, SIAM UNIVERSITY, BANGKOK, THAILAND).
Visconti, LM., Peñaloza, N., and Toulouse, L., 2020. Marketing management: A cultural perspective.
Routledge
Voskresenskaya, E., Shandova, N., and Sofiienko, A.,2020. Innovative approach to the formation of a
system of strategic marketing management of tourism enterprises in conditions of market
uncertainty. TEM Journal. 9(3). p.1076.
Yaneva, D., 2020. Importance of the marketing environment analysis in the process of Strategic Marketing
Decision making. Economics & Law. 2(2). pp.24-32.