Report on Strategic Marketing Concept
Added on 2020-06-03
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Strategic Marketing
Executive SummaryThis report is based on strategic marketing concept which is used by organisation toenlarge business and operate activities in new places. Coffee Aroma which is famous MNCrequire to provide quality coffee items to people. PESTEL analysis is appropriate research toolused by management to get information about market conditions, thereby formulate adequateplans and strategies. Besides this, with use of effective market entry alternatives to achievetargets effectively. This assignment also specifies Porter's generic strategy that is used byadministration to target consumers in different locations. These are points which are specified inthis report. Thus, Coffee Aroma uses these tactic to enlarge business in Kenya and enhance salesand profitability. Coffee Aroma executive had taken decision to expand business and openoutlets in Kenya. This benefit company to increase their customer base and improve sales andprofit. Partnership, direct exportation, franchising and join venture are various market entryoptions that help business person to operate business in different countries. This helpadministration to acquire adequate funds and material; thereby accomplish targets and objectiveswithin specified time. This assignment also consists information about market segmentation that are used by superiorsto acknowledge needs and wants of Kenya population. This help manager to recogniseappropriate area and produce different variety of items in according to taste and preference ofpeople. Michael Porter's generic model is used by administration to establishcompetitive advantage byproviding creative and innovative items to grab attention of large number of customers. It isnecessary that manager price products in according to market conditions.
Table of ContentsExecutive Summary.........................................................................................................................2INTRODUCTION...........................................................................................................................1TASK...............................................................................................................................................1Environmental Analysis for new product development in a novel market.................................1Market Entry Options..................................................................................................................4Market Segmentation..................................................................................................................6Porter's generic strategy..............................................................................................................8CONCLUSION................................................................................................................................8REFERENCES..............................................................................................................................10Appendix........................................................................................................................................12
INTRODUCTIONStrategic marketing concept is used by every organisation to enlarge firm in newmarketplace. This tactic helps administration to implement latest technologies in system andutilise resources efficiently. Along with this, this activity also helps members to deliver itemsand services in according to needs and wants of people (Brandellero and Janssen,2014). So,management is able to acquire potential markets and position themselves higher thancompetitors. Companies expand business to utilise market opportunities and achieve additionalrevenue. Present report is based on Coffee Aroma, which is has nearly 25 coffee shopsestablished in UK. Firm has taken decisions to enlarge business in Kenya and implementappropriate tools and techniques in system, thereby utilise market opportunities. New coffeevarieties are introduced by executive to increase customer base and enhance sales andprofitability. Administration has added roasted coffee beans in items to grab attention of largenumber of customers in chosen nation. This help them to expand business in potential market. With help of PESTEL analysis, management is acknowledge information about macroenvironment factors such as government, suppliers, competitors and customers. It is necessarythat administration make system function in according to needs and wants of people. Along this,they even require to take care that funds, material and manpower are utilised efficiently. CoffeeAroma uses partnership to enter new market and increase their customer base. This is appropriatemarket entry option as number of people are involved so firm will be able to get adequate fundsfrom them. Along with this, management uses focus strategy which defines that coffee beanitems is used by them to provide distinct food product to consumers. TASKEnvironmental Analysis for new product development in a novel marketIn east bound of Africa, Kenya is developing country which has highest prosperity rate inrelation with South African nations. This marketplace consists various opportunities, as countryconsists highly talented individuals and prominent youth. This benefit privately owned firms tomake success and make adequate growth with time. So, management acknowledge variousreasons to introduce new variants of coffee in Kenya to enhance sales and profit. With help ofPESTEL analysis and use appropriate techniques to anticipate benefits of launching new itemsand acknowledge market conditions. 1
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