Strategic Marketing for Vin's Appliances

This article discusses the strategic marketing plan for Vin's Appliances, focusing on the role of strategic marketing in an organization, processes involved, links between strategic marketing and corporate strategy, value of models used in strategic marketing planning, links between strategic positioning and marketing tactics, merits of relationship marketing, appropriate marketing techniques to ascertain growth opportunities, planning marketing strategy options, creating strategic marketing objectives, and impact of changes in external environment on marketing strategy.

Running Head: Strategic marketing
Vin’s Appliances
Strategic Marketing

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Table of Contents
Task 1...............................................................................................................................................2
1.1 . Discuss the role of strategic marketing in an organization................................................2
1.2 Explain the processes involved in strategic marketing..........................................................2
1.3 Evaluate the links between strategic marketing and corporate strategy................................3
Task 2...............................................................................................................................................4
2.1 Assess the value of models used in strategic marketing planning.........................................4
2.2 Discuss the links between strategic positioning and marketing tactics.................................4
2.3 Analyze the merits of relationship marketing in a given strategic marketing strategy..........5
Task 3...............................................................................................................................................5
3.1 Use appropriate marketing techniques to ascertain growth opportunities in a market..........5
3.2 Plan how to use marketing strategy options in a market........................................................6
3.3 Create appropriate strategic marketing objectives for a market............................................6
Task 4...............................................................................................................................................7
4.1 Report on the impact of changes in the external environment on a marketing strategy........7
4.2 Conduct an internal analysis to identify current strengths and weaknesses in a marketing
strategy.........................................................................................................................................7
4.3 Propose strategic marketing responses to key emerging themes in a marketing strategy.....8
References........................................................................................................................................9

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Task 1
1.1 . Discuss the role of strategic marketing in an organization
The strategic marketing is used to identify all the strengths that will Air Fryers to differentiate
from other competitors. The goal of strategic marketing helps in achieving all the resources in an
effective way. It is useful for an organization as it helps in analyzing the target market and focus
of the products that are served in the market. The products, price and promotion strategies can be
developed using strategic marketing. Strategic marketing plays an important role in every
organization by developing promotional strategy that helps in identifying the scenario of target
goals. There are many organizations similar to Air Fryers who are cooking fry products without
using oil (West, Ford and Ibrahim, 2015). Thus to beat the competitors in the market strategic
marketing is required. It can be stated that an effective marketing strategy serves as a road map
for the entire company. It helps the business to grow and use all their resources correctly.
Strategic marketing strategy also considers consumers’ expectations so that products could be
modified. The goal of strategic marketing for Air Fryers helps in evaluating the current
environment. It helps in understanding all the available resources and the products that are
served by competitive environment.
1.2 Explain the processes involved in strategic marketing
The process that is involved in strategic marketing is identifying, analyzing and evaluating the
opportunities to gain success in the market place. The processes that are involved in strategic
marketing are mission identification. This helps in identifying the need of Air Fryers, the need of
oil free products in the market. It has gained importance as people are diet conscious and
diseases are increasing due to unhealthy food (Moutinho and Vargas, 2018). Thus identifying
the mission helps in innovating ideas for better sale. Once the mission is identified, situations are
analyzed so that the entire external environment is identified. Strategic marketing helps in
developing plan the process used to help in outlining the tactics. Processes are used to outline the
target audience, goals as well as various factors that help in maintaining better decisions. Process
developed is used to focus on the customer experience. The process involves evolution of the
marketing concept and finding the target market os that promotion is done in right direction.

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The strategic marketing process involves in understanding the clear demand of customers, then
analyzing the market and the competitors who are serving similar products (Kaynak, and
Meulenberg, 2017). Once the competitors are identified products and services are distribute over
the channels to capture maximum audience.
1.3 Evaluate the links between strategic marketing and corporate strategy
Strategic marketing and corporate strategy are linked to each other as corporate strategy guides
the overall direction for an organisation. Corporate strategy is a plan designed by the company to
achieve particular goals. In case of Air Fryers strategic marketing helps in finding the goals that
need to be achieved by analyzing the competitors in the market and corporate strategy help in
achieving the goal of the company (Cooper, 2010). In general the role of strategic marketing is
to attract target customers so that company get effective growth and products gets promoted.
Corporate strategy are meant to have focus primarily on profitability, whereas marketing
strategies refer to the plans and tactics that involve making or selling a product. The concept of
marketing strategy is found revolving around mechanism of marketing mix whereas the
corporate strategy is concerned with the creation and development of an organizational structure,
and debt reduction for improving the Vin’s Appliances balance sheet. Corporate strategy is a
broader concept and also comprises other operations such as diversifying the product or service

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line to increase profits or decrease dependence on one product, merging with or buying another
business to create economies of scale, accessing new technology and increasing sales volume
(McCamley and Gilmore, 2018).

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Task 2
2.1 Assess the value of models used in strategic marketing planning
The role of strategic planning is significant for every organization and for Vin’s Appliances
Porter’s five forces model used by the manager in enhancing the strategic marketing plan for the
company (Kumar & Reinartz, 2018).
Porter’s five forces
Threat of new entrants (high)
The threat of new entrants for the company is high because the brand value of the company is not
as efficient as their competitors.
Threat of substitutes (low)
The substitute of air fryer product is not available that is why the threat of substitute is low which
would be helpful for the company to get growth in an innovative product (Ashley & Tuten,
2015).
Bargaining power of suppliers (high)
The Vin’s Appliances is itself a supplier to most of the kitchen appliances products. However,
the bargaining power of suppliers is high for this industry because for the raw material company
need to focus on suppliers.
Bargaining power of customers (low)
Buyers have a sufficient access to gather the information and due to advanced technology they
can compare the prices and quality of the products. They can easily switch from one brand to
another by comparing the products.
Intensify of competition rivalry (high)

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The competition in kitchen appliances is very competitive due to several organizations
competing worldwide for the purpose of making their reputation in the market place. The major
competitors of the company are Philips.
2.2 Discuss the links between strategic positioning and marketing tactics
The aim of every organization is to attain the unique strategic positions in their determined area
in the market in these hard and competitive business environments. This can be possible for the
business to attain the marketing tactics because the role of marketing tactics play a sophisticated
role that enables organization to focus on the available resources and opportunities for
amplifying the sales and revenues of the company. In a general way, it can be said that the
marketing tactics improves and utilized by the business facilitates and allow to attain the unique
strategic positioning in the market. Vin’s Appliances deals in various products but after
observing people who are more concern regarding their health, the company has come up with
‘Air Fryers’ where cooking oil is not required to fry products. For Vin’s Appliances, the bonding
between strategic positioning and marketing tactics can be mentioned as:
 To develop the value of the customers (Jarzabkowski & Kaplan, 2015).
 Creating the long-term relationship with the customers.
 Building the demands for the products of Vin’s Appliances.
 Setting attractive prices for the products of the company.
 To efficiently meets the needs and desires of the customers.
Therefore, these are some important marketing tactics that Vin’s Appliance implement for the
purpose of increasing the sales and profitability.
2.3 Analyze the merits of relationship marketing in a given strategic marketing strategy
For Vin’s Appliances, the benefits of relationship marketing can be evaluated as per below-
mentioned aspects:
 The relationship marketing of Vin’s Appliances helps in attaining the competitive
advantages from its competitors such as Philips.
 Relationship marketing of the company facilitates in making good binding with their
customers for a long term by providing quality products.

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 Along with that it is acted as a medium in the growth and sales of the company.
 The relationship marketing encourages company to keep more focus on the innovative
products for getting the attention of the customers from nee targeted market.
 The execution of the relationship marketing is the one which facilitates company to stay
as a leader in the appliance industry (Ryan, 2016).
 Also, it is assisted in building the company as leading seller of air fryer product.
 It is the approach that increases the word of mouth activity which would be helpful in
repeating the purchases of the same product.
Hence, on the basis of these factors the merits that Vin’s Appliances has attained by expanding
and executing the relationship marketing.
Task 3
3.1 Use appropriate marketing techniques to ascertain growth opportunities in a market
Marketing techniques in relation with attainment of growth opportunities in the target market,
organization could select one of the most appropriate growth strategies as per organizational
operations in terms of attainment of goals and objectives. There are four growth strategies in the
market i.e. market expansion, product expansion, diversification and acquisition strategy. As per
Vin’s Appliances operations, they have planned to invent a new product in the target market i.e.
Air Fryer so that their revenues, profitability and sales could be enhanced. With the help of this
product, organization would be able to enhance its customer base in the target market along with
attaining competitive advantage. In relation with attainment of desired goals and objectives,
organization will adopt product diversification strategy (Cross, Belich & Rudelius, 2015). With
the help of this strategy, organization would be able to launch its new product in the existing as
well as in the new market. As the concept of Air Fryer is unique and there are various advantages
linked with the new product i.e. the new product uses hot air for frying the eatables which could
be consumed by heart patient and health conscious people (Cusumano, Kahl & Suarez, 2015).
Thus, organization would easily be able to set up its effective position in the target market with
the help of product diversification strategy. Organizational desired goals such as increasing

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customer base, increasing revenues, sales, profitability and attaining sustainable growth related
objectives would be an easy task for Vin’s Appliances (Lancaster & Massingham, 2017).
3.2 Plan how to use marketing strategy options in a market
Before implementing marketing strategy in the target market for attaining desired goals and
objectives, it is required to analyse target market’s environment and other attributes so that
appropriate market strategy could easily be adopted and implemented for successful launching of
the new product. The major steps which need to be analysed for a successful marketing strategy
are as follows:
 Identification of business goals and objectives
 Setting organizational marketing goals
 Analyse marketing conditions
 Determining potential market for the new product
 Determining major competitors and their market share so that appropriate strategies could
be adopted for attaining competitive advantage in the target market
 Developing and adopting appropriate strategies for supporting marketing goals of the
organization (Cwalina, Falkowski & Newman, 2015).
 Implementing marketing strategies in relevance with promoting new product launched by
the organization so that desired goals could be attained
 Further monitoring and evaluating techniques could be adopted so that the above plans
could be examined and within time, appropriate strategies could be adopted for
enhancing effectiveness of the organizational performance.
3.3 Create appropriate strategic marketing objectives for a market
Vin’s Appliances has planned to launch Air Fryer in UAE market. This product fries product
without consuming cooking oil and motive of introducing this product is providing an alternative
to the heart patients. This Air Fryer uses hot air for frying the products and it does not have
negative impacts over health, thus, it could be consumed by health conscious people. Primary
objectives in relation with the introduction of new product is acquiring market share in the target
market along with gaining competitive advantage. Apart from these objectives, major marketing
objectives for the organization will be increase in profits, sales and revenues so that an effective

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position could be developed in the target market. Following are certain marketing objectives for
the organization in terms of launching a new product:
 Attaining an effective market share in the target market;
 Enhancing revenues, sales and profitability from the launching of new product;
 Gaining competitive advantage;
 Enhancing customer base; and
 Setting goals and objectives on the basis of SMART (specific, measurable, attainable,
realistic, and time-specific) criteria (Cwalina, Falkowski & Newman, 2015).
Task 4
4.1 Report on the impact of changes in the external environment on a marketing strategy
External environmental factors have significant impact over the marketing strategy. Certain
external environmental factors are political, economic, social, technological, legal and
environmental. In relation with this, it is important for the organization to determine all these
factors and their impact before adopting and implementing any marketing strategy with the
motive of promotion of new products. These factors have strong influence over organizational
performance and these should be considered before launching a new product as well as before
launching a business (Li & Kannan, 2014).
For example, overnight implementation of laws, policies and regulations by the government in
terms of using technology which is being used in the manufacturing of Air Fryer will affect the
whole organizational performance because it will lead towards the failure of the product. Thus, it
is necessary to determine the conditions of the market, target audience’s demands, wants,
consumer buying pattern and the other factors which could affect organizational operations in
terms of introduction of new product. This will help the organization to develop and adopt
appropriate marketing strategies through which desired goals and objectives could be attained
(Bamiatzi & Kirchmaier, 2014).

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4.2 Conduct an internal analysis to identify current strengths and weaknesses in a
marketing strategy
Internal analysis is the key element for an organization in terms of adaptation of the appropriate
marketing strategies for attaining desired goals and objectives. Internal analysis includes
determination of strengths, weaknesses, opportunities and threats for enhancing organizational
performance along with the motive of gaining competitive advantage.
Strengths
 Wide product offering
 Huge customer base
 High customer satisfaction
 Brand value
 Huge customer brand loyalty
Weaknesses
 Availability in limited locations
 Low geographic presence
 Less market share in terms of other
global players
Opportunities
 Investing in research and development
department so that other products could
easily be adopted.
 Enhancing product offerings for
enhancing customer base
Threats
 Low chances to expand the business in
other parts of the globe due to high
competition
 Less brand loyalty in other parts of the
globe in comparison to the other global
players (Ralston, et. al., 2015).
4.3 Propose strategic marketing responses to key emerging themes in a marketing strategy
Digital marketing: Digital marketing is an important concept in relation with promoting the
organizational new products and services. This strategy is important as well as effective in terms
of covering the large part of the target market. Apart from this, digital marketing strategy is the
most trending strategy in terms of promotion and advertisement of the new product. This strategy
mainly includes social media strategies, television marketing and other internet based platforms.
Internet users are increasing day by day, thus, organization could easily approach its target
audience in an effective and appropriate manner.

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Globalisation: Since, globalisation has taken place in the business environment; market for
business enterprises has been increased along with enhancing opportunities for attaining growth
related attributes. In the context of Vin’s Appliances, it is necessary to enhance organizational
market share so that the revenues, sales and profitability of the organization (Smither, Houston &
McIntire, 2016).

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