Strategic Marketing Planning: AIRDRI Case Study

Strategic Marketing
Planning

Table of Contents
INTRODUCTION...........................................................................................................................1
Main Body.......................................................................................................................................1
Company overview.................................................................................................................1
Corporate objectives...............................................................................................................1
Demonstrate knowledge and understanding of corporate strategy.........................................2
Strategic marketing planning theories....................................................................................3
CONCLUSION................................................................................................................................5
References:.......................................................................................................................................6

INTRODUCTION
Each and every business develop and guide their operational activities according to
established business plan which specifies the path to follow with specified priorities. Strategic
marketing planning is a managerial process which involves defining of goals and objectives,
product planning, keeping pace with change in external environment, implementation and
checking the progress of business performance. The prime objective of such planning is to take
the necessary steps whenever needed in order to survive and grow in a competitive world for
which it is imperative to be a visionary. AIRDRI majorly run its business operation in hand dryer
industry, founded in 1974, in Oxfordshire, UK, by two business partners Peter Philipps and
Peter Allen. The below mentioned report covers a detailed knowledge of corporate strategy and
evaluation of strategic marketing planning theories.
Main Body
Company overview
AIRDRI Limited was founded in the year 1974 by two experienced and entrepreneurial
electrical engineers, named Peter Allen and Peter Phillips, in Oxfordshire. At the time of
advancement in hand dryer industry, there was a lack of reliable and energy efficient hand dryer,
from here AIRDRI realised the need to built a durable, resilient and high speed dryers to meet
the needs of buys wash rooms. Since then, the company has evolved and set the standards in an
industry with their low noise and energy consumption hand dryers.
Corporate objectives
Due to the strike of Covid-19, people are becoming health conscious and heading towards the
use of sustainable products. According to the recent report, the hand dryers are unlikely to spread
the virus in wash rooms which have increased the demand of AIRDRI hand dryers (Yaghin,
2020).
 AIRDRI have introduced a hand and air sanitiser which is capable of eliminating harmful
bacteria and virus up to 98%.
 The AIRDRI quantum model runs at only 0.2kw, which is the lowest wattage hand dryer
in world.
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