Strategic Marketing: Standardization and Adaptation of Marketing Mix, CBBE Model, and Brand Resonance

STRATEGIC MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
PRESENTING THE GENERAL TERMS OF ADAPTION AND
STANDARDIZATION OF MARKETING MIX...................................................................3
PRESENTING CBBE MODEL.............................................................................................5
CONCLUSION..............................................................................................................................10
REFERENCES................................................................................................................................1

INTRODUCTION
Strategic marketing can be define as the process of planning and
implementing plan in order deal with the external and internal factor of business
environment. The present report is based Ashanti Marketing Solutions(AMS) is a family
service industry that is located at UK. The company has decided to expand
their business in Germany in order to grow the business as well as to provide
best advertisement quality to their targeted customer.
Furthermore, the study will discuss about the standardization and adaption of
the marketing mix so that it can increase the total sales. Along with this, it will also
analysis about CBBE model that will help the company in order to build
strong brand image by connecting the customer. Lastly, it will throw light on IMC
and how it is important for launching new product in the market. In addition, to
this, it will analysis about the ways of measuring the success of the firm in
the competitive market.
MAIN BODY
PRESENTING THE GENERAL TERMS OF ADAPTION AND
STANDARDIZATION OF MARKETING MIX
Before entering the new market every company has to analysis about the
internal and external factor before establishing the business. Along with this, the
most important factor is managing the balance between standardization as well as
adaptation. Moreover, standardization means that firm will use the same standard
of marketing mix in every country it expands. However, this strategy is adopted by
such firm that are exporting for the firsts or the organization that aims to
focus on saving the cost( Blut Teller and Floh, 2018). In simple words the firm that do
not want to use a very costly process will adapt for standardization. The
common factors that affects the standardization is globalization of the market. Such
as if ASM offered the product in global market it can sell the same goods and
services in other country. Another factor that affect the company is economies of
scale and transferable competitive advantage. While on the other hand, Adaption
means that every country has their own marketing mix. This strategy is focused on

meeting the demands and needs of the market in order to sustain in the
competitive environment. Along with this, it also means that company should
implement plan in such way that organization can accomplish it goals. As well as
it should implement the plans to meet the specific needs of the local
consumer (Brahmbhatt and Shah, 2017). The adaption strategy is better in factors in
difference between the consumer and local competitive condition and difference
between the high degree of service in the company offering.
In addition, to this, while deciding the marketing strategy company need to
emphasis about standardization and adaption strategy. Such as the ASM
company has to develop marketing mix according to the condition of the
market.
PRODUCT: In this factor the organization provide goods and product to
their customer. If company is dealing with product it has to focus on the
specific market and demands of the customer (Choi, 2018). On the other
hand, if service is provided then firm has to focus on people, processing and
information based. In addition, to this, ASM provide various services to their customer.
So ASM has to provide those services that are needed by the consumer of
Germany as this will allow to attract more and more customer as increase the brand
name in the market.
PRICE: This is very important factor that need to be taken in consideration
while making adaption strategy. Such as in this factor ASM has to focus on
internal threats that can impact the decision (Dost and et.al., 2019). Along with this,
the organization has to focus on production location as it can be major factor
for influencing the additional cost. ASM has to set the price according to
the income of the targeted customer as it will contribute in sales. However,
before making changes in price firm has to focus on the external factor such
as local government and tax. As well as to analyse about the macroeconomic
situation of the target market.
PLACE: Before entering in the new market the firm need to conduct about
the market condition as well as geographic location before launching new product.
ASM has to take into consideration about the external environment such as