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Introduction to Strategic Markeitng

Added on - 12 Nov 2020

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STRATEGIC MARKETING
Table of ContentExecutive Summary...............................................................................................................................3INTRODUCTION.....................................................................................................................................4MAIN BODY............................................................................................................................................51. Recommendation of product and PESTLE analysis........................................................................52. Modes of entering new market.....................................................................................................73. Market segmentation and targeting..............................................................................................85. Porters generic strategy...............................................................................................................10CONCLUSION.......................................................................................................................................11REFERENCES.........................................................................................................................................13
Executive SummaryThe report tells about Nando’s who is going to launch a new product koffee in the Romanianmarket. They have make use of Pestle analysis to know about the various environmentalfactors which can lay effect on their business and operations. Company has been engaged indoing market segmentation and targeting in order to gain competitive advantage.Segmentation is been done by them on the basis of behaviour, culture, values and age. Firmhas also used porters generic strategy in order to have expand their market share. This hashelped them in increasing their revenue and profit.
INTRODUCTIONStrategic marketing is the method in which an organization is involved indifferentiating its product from the competitors by working on there strength and weakness.In this process company is engaged in creating better value for the consumers than itscompetitors. Main aim and objective of the report is to gain competitive advantage throughcreative and innovative product. Assignment discusses about the macro environmental factorsthat can affect the entry of new good. Further it highlights upon the modes of market entrywhich will be suitable for country. Study also lays emphasis on importance of marketsegmentation and evaluation of potential target market. It discusses about porters genericstrategy in order to gain competitive advantage.MAIN BODY1. Recommendation of product and PESTLE analysisNando’s is a multi cuisine international dining restaurant chain which has beenestablished in the country South Africa. Company presently have more than thousand outletsin 35 countries. They are dealing in selling all the type of chicken and peri peri chicken hasbeen there speciality. Now firm wants to do business in some other type of product andlaunch it in other region in order to expand their market share. So after doing market analysisNando’s decided to launch its new product named “Koffee” in Romania. Enterprise isIllustration1: Pestle analysisSource: (Pestle,2013)
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