Strategic Marketing Planning - Coursework

This coursework on Desklib covers strategic marketing planning, Porters 5 force theory, marketing audit, and recommendations for marketing strategy. It also includes a TOWS analysis and critical reflection using SWOT model. The subject, course code, and college/university are not mentioned.

Strategic Marketing Planning -
Coursework

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Porters 5 force theory...................................................................................................................3
Concept: Marketing Audit ..........................................................................................................7
Recommendations for marketing strategy...................................................................................8
Question 2:.......................................................................................................................................9
Critical reflection using SWOT model .......................................................................................9
Strengths and limitations for strategic marketing planning ......................................................10
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
Strategic marketing planning plays crucial role for determining best working strategies in
competitive business productivity within longer extended run, which further enhances extensive
scope. The competitive industry within recent time are taking huge steps for strategic marketing
planning, by utilizing new models and technically using technical scope and retaining untapped
goals within longer run. Cavendish, coffee products company has been taken as business within
recent report known for its high quality premium services and fundamental high end functional
vision. The recent report, in recent research will determine usage of best models and techniques
for analysing company competitive market situation for harnessing functional significant
benchmarks. Also research will determine best stable growth strategies and competent goals
advancing further extensive scope to be diversified for leveraged market growth efficacy.
MAIN BODY
Porters 5 force theory
Porter 5 force is a framework which is used for analysing or assessing then current
position of the Cavendish coffee company in the market. The factors of Porter 5 force model,will
determine best scale competencies to diversify best scale functional working engagement and
enhance long term strategies (Voronov and et.al, 2022).
 You were instructed to put SWOT/TOWS in an appendix, and highlight key issues from
your analysis in the main body of the report. The results of your application of TOWS are
very vague, particularly ‘WT’.
Competitive Rivalry
In current situation, strong force of the competitive rivalry is faced by the Cavendish coffee
company in the coffee house industries. Influence of competitors on each other during present
time is pertained in this force and also in the environment of industry. The following are the
external factors in the current situation of the Cavendish coffee company which contributes to
the strong force of competition. Also adopting to new scale innovation, and technically bringing
competitive business frameworks enhances operative expansion further practically for business
avenues.

The firms which are large
Firms of moderate varieties
Switching costs are low
Cavendish coffee company has many competitors in current scenario, which are of
different sizes. Varied in terms of speciality and strategy, the population of competitors is
moderate. The competitive position of the company is competitive in the market because
due to the presence of other competitors in the market, the company is still able to
compete with its competitors.
Bargaining power of the buyers
Bargaining power of the buyer refers to the pressure which is put by consumers on the business
for getting the products of higher quality. Without having any radical differentiation , the
bargaining power of the Cavendish coffee company is high due to the presence of large number
of providers of coffee. The bargaining power of the company is high because the buyers have the
option to choose the different brands or switch to the other brands (Vuillermin and Huck-
Sandhu, 2022).
Bargaining power of the suppliers
The bargaining power of the supplier of the Cavendish company is low because there are large
number of suppliers from which the company can buy. As there are numerous suppliers from
which the company can buy, it puts the company in a dominant position. Following are the
external factors which contributes to the bargaining power of the suppliers of the Cavendish
company:
Individual suppliers are of moderate size.
Variety of suppliers are high
Large overall supply
Moderate force is imposed on the company due to the moderate size of the individual suppliers.
As there are many suppliers of coffee , the bargaining power of the suppliers is low .
Threat of Substitution
Threat of substitution occurs when one industry is forced to compete with those industries which
are producing their substitute products. Due to the availability of multiple substitutes, the threat
of substitutes of the Cavendish company is high. As the number of substitutes for the company
are increasing , it can be a threat for the company. The major substitute of Cavendish coffee

company will be tea company. The other companies which are offering different types of
beverages can also be threat for the company (Tetteh and et.al, , 2022).
Threat of New Entrants
When new competitors replace the current players in an industry , then it can be termed as threat
of new entry. Because as the number of hurdles for entering into the market is very low, threat of
new entrant for the Cavendish company will be high. The main reason for easily entering the
market can be the hurdles which are available in the company are not complex and it is also
possible to eliminate those hurdles ( Voola and et.al, 2022).
From the above discussed factors, it has been analysed that Cavendish has to
develop best end market goals for leveraged functional market stability which
determines high end revenue. This will determine the best competent goals to further
enhance strategic growth.
TOWS analysis:
It is termed as strategic management technique which is used by organization to analyse
the threat, opportunities, weakness and strength in relation to the business. With this framework
the aspect of creation, comparison, deciding and accessing the business strategy would be made
performed. This model mainly focus towards the external environment. It has majorly 4 aspects:

Figure 1TOWS model
Source: Chowdhury, 2019
SO Strength and Opportunity:
This is termed as maxi-maxi stage under which with the use of maximum strength the
maximum opportunities in relation with the business would be grabbed by the company. As
strength have a close association with the grabbing of opportunities thus, this stage focus with
the maximising the strength. In case of Cavendish Coffee with the persistence of strength in
terms of high USP, brand image, customer coverage, quality with minimum price would assist
the company in grabbing of opportunities of the market in terms of maximising the business in
other location. This means with the use of its maximum strength the company can grab the
market share with respect to expansion of its business.
ST Strength and Threat:
This strategy is termed as mxi-mini under which with the use of maximum strength the
threats can be minimised. This means if the company have adequate and high strength then with

the use of these strength the company can reduce and minimise the threats which may have an
impact towards the company (Dandage, Mantha and Rane, 2019). As the Cavendish Coffee have
the strength of quality product with value based pricing and high brand image so with the use of
such strength the company can make minimisation of the threat in terms of dealing with the weak
management structure of the company. In the same way with the use of the strength the company
can also deal with the threat associated with the competition. This means the extent of the market
competition can be easily deal by the Cavendish Coffee with the use of its strength. This will let
the company to maximise the advantage and success.
WO
The weakness of high quality customer choices rising, further puts company in specific
pressure for new investments to be worked on. Cavendish has huge opportunity to use its brand
productive goodwill, for further extensive new determined rise based on further specific
competitive abilities . This specifies that company need to retain further extensive scope on
strategic working criteria, based on determined goals within longer time run.
WT:
The weaknesses and threats potential inclusion signifies focus on fact that Cavendish has
been further found to be critically facing complication of high end customer demands. Also,
practical working vision for strengthening new end market reach based on specific vision has
been found to be critically effective. Also company need to identify further working findings
based on specific aspects, for working vision to determine based on new untapped competitive
abilities' diversification. Weaknesses have to be also analysed as per key specific functional
vision, to be further extended on towards productive scope rise and determine extensive
development
Thus, it would be right to said that with the use of appropriate strategy the Cavendish
Coffee can deal with the situation of threats and the weakness with the appropriate use of
strength. This is because with the high strength the company can grab the opportunities along
with minimising the intensity of threats.
Concept: Marketing Audit
Marketing audit is a way by which marketing environment of the business can be fully identified
and explored. With the help of marketing audit, external analysis of the Cavendish coffee

company can be done. Marketing audit help the company in identifying the position of the
company within the market and it also helps the company in identifying its goodwill. Marketing
audit will helps in identifying the metrics which are right for the company (Thaher and Jaaron,
2022). Role of marketing audit is to extensively analyse new scale working advancement and
generate specific analysis of latest working findings regarding key domains. By taking up
marketing audit, extensively new scale working extensive diversification towards optimised
expansion goals within developed paradigms.
The marketing audit also helps the Cavendish coffee company in identifying the goals
and also helps in identifying the opportunities which are related with the field of marketing.
Marketing audits are one of the important tool for correcting the deviations of the market. Areas
of improvement for the Cavendish coffee company can also be identified, by marketing audit. It
The situations related with the crisis can be solved by marketing audit. This audit can be a
beneficial for the potential investors of the Cavendish coffee company.
It is system which is designed by the company which helps the company in evaluating t
and assessing the activities which are related with the field of marketing. The data which is
gathered from the marketing audit helps in developing the marketing and advertising plan which
is more focused. With the help of marketing audit, marketing plan of the Cavendish coffee
company can be assessed. For getting in touch with the brand, products and services which the
company is offering, marketing audit is very useful.
Marketing audit helps the Cavendish company in comparing the performance of the
company with its competitors. For reviewing the strategy of the business, marketing audit is used
by the Cavendish coffee company. For monitoring future marketing activity of the business,
marketing audit provides the benchmark to the company and it also provides the suggestions for
improving the efficiency and performance for marketing activity of the Cavendish coffee
company. Marketing audit of a Cavendish company helps the company to explore the
opportunities and resources which further assists the company in improving its profit and
performance ( Hanaysha and Mehmood, 2022). The marketing audit done by the Cavendish
company should consider the following points i.e. the audit which is to be done by the company
should be comprehensive which means the company should cover all the areas which are related
with marketing field in which the problem persists. The marketing audit which is done by the
company should be periodical which means it should be done on the regular basis.

Recommendations for marketing strategy
Adopting towards new marketing strategies, holds huge commercial scope for company
to enhance working reach rapidly within extended business aspects based on productive working
efficacy. Cavendish as one of the best coffee serving products company, has been further
extending new end productive targets for harnessing higher edge benchmarks for retaining
consumers goodwill. There are various recommendations used within marketing strategy, are
found to be effective for competent working engagement based on competitive competencies
diversely. Usage of the best multi media and social promotions, will enhance company to
primitively bring higher quality growth rapidly and invest on towards the best productive vision
for strengthened practical efficacy. Risk and challenges used within new extended business
goals for extending higher competitive rise at Cavendish are as follows ( Hanaysha and
Mehmood, 2022).
 Adopting multimedia marketing strategy, on platforms and digital platforms such as
Facebook, YouTube and Instagram will enhance new aspects of coffee products launched
for customer satisfaction competently. It can be analysed that social media marketing and
promotions are connected to bring the best strategic growth fundamentally. Also,
Cavendish company aim to enhance new strategic working vision will primitively bring
on competitive engagement fundamentally and retain higher quality management
profoundly. It can be also analysed that by strengthening market promotions profoundly,
there is market stability diversified rapidly and further extended new promotions worked
on for high-quality revenue expansion. This can be also found to be strategically crucial
for gaining the best business benchmarks, and larger scope worked on dynamically.
 Paid media advertising, holds huge profitability and high range of commercial working
efficacy for extended new market exposure within marketing goals in competitive
business growth rapidly. By utilizing paid media advertising, company will be able to
synchronize new end long term business goals and advance up scope within extended
technical competitive abilities extensively. The usage of paid media advertising and new
extended mechanism for catering to the latest customers needs, will enhance long term
working goodwill prominently ( Faghih and Forouharfar, 2022). By adhering to new end
goals in paid media marketing, further competent business benchmarks can be attained
for longer edge benchmarks within extended market period.

Risk and challenges used within competent marketing strategy are that new investments
in terms of capital expansion, are connected to further diversify new end fundamental
competitive abilities diversely. There has to be further productive aspects correlated for higher
strategic working engagement among innovation goals, among stakeholders aspects for
strengthened functional rise. There is also challenge of high quality new competent investments,
where new end fundamental vision synchronizes the best critical long term vision to be formed
on for competitive benchmarks. By adopting towards new end high quality social marketing
there is further retained market stability at risk, if investments are not done in proper timely
manner for gaining functional growth efficacy. There is further scale competent scope at risk,
where new determined targets worked on for business to diversify further practical investments
for gaining competitive profitability in longer run (Anning-Dorso and et.al, 2022).
Also strategic vision investment will be primitively also bringing new scale fundamental
growth for gaining working rise as per wider developed benchmarks. Adopting new digital
platforms, will further practically commercially enhance working goals for new businesses and
generate higher quality returns actively.
Question 2:
Critical reflection using SWOT model
The SWOT model will further determine competent vision to be analysed, where further
new stable decisions will be evaluated in context of company Cavendish for harnessing new
operative market positioning profoundly. SWOT will further determine new competencies to be
diversified, market stability to be formed up for gaining extensive new mechanism worked on
practically. Reflecting on this will significantly improvise new end determined competitive goals
to be worked on, where Cavendish need to determine best scale targets for retained developed
scope within longer time period. SWOT factors will enable critical reflection to be worked on for
practical engagement of long term targets in improvement of company vision. Strengths : Cavendish has high quality premium coffee products, where this is one of the
best strength for company to determine best scale working efficacy on extended
paradigms. This further extends scope for implementing new decisions, based on higher
quality goals for developing best innovation strategically. It has specialization within the
best technologies and has high scope for strengthening best quality services for coffee
related products (Hanlon, A., 2022).

 Weaknesses: There is high competition rising among customers choice, where it further
determines new market stability to be performed on for gaining market competitive
benchmark reached. For further retaining new extensive scope, strategic marketing of
digital integration and promotions of social media platforms further has to be correlated
towards which needs practical development. Opportunities: Cavendish has new optimistic competitive market opportunities, for
gaining further extended market customers worked on practically which enhances
customer stability. It can be also analysed that Cavendish further has new scope, for
strengthening higher end quality marketing which develops huge base which develops
larger diversity to be worked on.
 Threats: There is also threat of internal weak structure in management, planning working
engagement used up for competitive industry market stability which practically holds
huge importance. Also making new long term vision oriented planning, holds huge
critical functional importance for competitive market competencies to be diversified as
per long term technical goals.
By using swot model internal business factors have been identified and specific keen vision
has to be optimised profoundly.
Strengths and limitations for strategic marketing planning
Strength of the chosen market planning goal is to further retain market new extensive
working benchmarks worked on, for strengthening best scale revenue standards by determining
long term market goals practically. By determining potential usage of multimedia and social
media marketing, business goals can be further expanded on practical working competencies for
higher quality delivery. This will primitively determine keen engaged growth for strengthening
functional determined abilities, which signifies best marketing pathways to be worked on within
longer time goals (.Shahri, 2022).
The limitations for strategic marketing analysed, further has been found that further new
productive working vision has high risks factors associated with specific focus lacking within
long term strategic marketing. It can be also analysed that company by retaining new end
practical working competencies, will be able to deliver good returns only if the risks taken are
within the set targets meeting criteria. Cavendish for strengthening market stability, has to

determine the best strategic outputs and develop end term goals for retaining the higher end
development criteria.
This specifies that analysis based on specific functional working growth competencies
has been found to be diversely crucial for strengthening new end productive working efficacy.
Cavendish within recent time need to determine the best timely investment, for shaping
functional working efficacy and gain high end quality retained which will significantly enhance
further extended scope innovatively. Also maintaining determined working efficacy worked on
in longer run will develop higher goodwill to be framed on within longer time run strategically
for timely efficacy worked on (.Shahri, 2022).
CONCLUSION
From the above report it can be concluded that determining the position of the company in
the market including the position in terms of competition, suppliers, buyers along with the
market position will lead to enable the company in terms of making an analysis of the concerned
opportunities and success factors. In the same way with this this aspect the weak aspects in
relation to the company would also be identified that will lead to enable in taking of suitable
action which will lead to strengthen its position. Various models including the TOWS, porters
five forces and market audit is also summarized in the report with respect to making an analysis
of the position of the company. In the same way the concept of strategic marketing in relation
with the company the awareness in relation to the company’s product and services will be made
performed.

REFERENCES
Books and journals
Anning-Dorson, T and et.al, 2022. Introduction to Marketing Communications in Emerging
Economies: Conceptual Issues and Empirical Evidence. In Marketing
Communications in Emerging Economies, Volume II (pp. 1-9). Palgrave Macmillan,
Cham.
Dandage, R.V., Mantha, S.S. and Rane, S.B., 2019. Strategy development using TOWS matrix
for international project risk management based on prioritization of risk
categories. International Journal of Managing Projects in Business.
Faghih, N. and Forouharfar, A., 2022. An Introduction to Contextual Strategic Entrepreneurship:
Perspectives on the Regional Contexts, Social Elements, and Entrepreneurial
Competitiveness. In Contextual Strategic Entrepreneurship (pp. 3-14). Springer,
Cham.
Hanaysha, J.R. and Mehmood, K. K., 2022. An Exploration of the Effect of Customer
Relationship Management on Organizational Performance in the Banking
Sector. International Journal of Customer Relationship Marketing and
Management (IJCRMM), 13(1), pp.1-16.
Hanlon, A., 2022. Digital marketing: strategic planning & integration. Sage.
Shahri, M. H., 2022. How Entrepreneurial Firms Learn from Competitors: An Examination in
Strategic Learning Perspective. In Contextual Strategic Entrepreneurship (pp. 155-
171). Springer, Cham.
Tetteh, L. A and et.al, , 2022. CORPORATE GOVERNANCE AND FAMILY-OWNED
BUSINESS PERFORMANCE: THE ROLE OF STRATEGIC DECISION AND
SUCCESSION PLANNING. Academy of Accounting and Financial Studies
Journal, 26, pp.1-19.
Thaher, Y. A. and Jaaron, A. A., 2022. The impact of sustainability strategic planning and
management on the organizational sustainable performance: A developing-country
perspective. Journal of Environmental Management, 305, p.114381.
Voola, R., and et.al, 2022. B2B marketing scholarship and the UN sustainable development
goals (SDGs): A systematic literature review. Industrial Marketing
Management, 101, pp.12-32.
Voronov, A.A. and et.al, 2022. Role of Social and Ethical Marketing in Improving Sustainable
Business Development. In Сooperation and Sustainable Development (pp. 1249-
1255). Springer, Cham.
Vuillermin, F. and Huck-Sandhu, S., 2022. Strategic Planning in Dynamic Environments: How
Design Thinking Can Complement Corporate Communication. Journal of Design
Thinking.
Online reference
Chowdhury, O., 2019. What is the TOWS Matrix? And how it is used?. [Online]. Available
through < https://tradebrains.in/tows-matrix/>
1