Strategic Marketing: Market Analysis, Competitors Analysis, Customer Analysis

This report discusses the strategic marketing analysis of E45, a company in the skin and beauty care industry. It covers market analysis, competitors analysis, customer analysis, stakeholder analysis, and the marketing campaign strategy. The report also includes the implementation model and budget for the marketing campaign.

Strategic Marketing
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TABLE OF CONTENT
INTRODUCTION...........................................................................................................................3
Market Analysis...........................................................................................................................3
Competitors Analysis...................................................................................................................3
Macro factors...............................................................................................................................3
Micro Factor................................................................................................................................4
Customer Analysis.......................................................................................................................5
Stakeholder Analysis...................................................................................................................6
Marketing campaign strategy......................................................................................................6
Strategy implementation model...................................................................................................7
Marketing roll plan......................................................................................................................9
CONLUSION................................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
Strategic management refers to effective planning and organising of various steps and
task that need to be performed by company in order to gain competitive advantages in the
market. Company frame various strategy and plan in advance so that it can achieve desired
objective within limited time and efforts. This report is about E45 that have extensive products
range of dermatologist that is used to retain skin moisture by managing dry or itchy skin to
provide better skin care to customers. It has conducted market, competitors, stakeholder and
customer analysis so that various key marketing strategies can be formulate to enhance sales and
profitability of firm.
Market Analysis
Skin and beauty, personal care industry is almost £10.2bn in 2017 and most of the people
spend large amount of their money to purchase organic and dermatologist cream for better skin
care. 85% of people between aged 18 and 19 in UK use skin care products so that they can look
beautiful and attractive and maintain good care of their skin. Thus, such increase in market share
and sales volume in beauty and health care industry has opportunity for E45 to expand its
business operation and earn large amount of profitability.
Competitors Analysis
There are various competitors of E45 such as prescriptiontreatmentwebsite, emuaid .com,
xoracclear and ixorastudy.com are some of the competitors of company. But among them
Aveeno is one of the main competitors that possess threat as it impact on overall profitability and
customer satisfaction (Felix, Rauschnabel and Hinsch, 2017). People in UK are confused to
choose which company for better skin care as both provide qualitative products. Therefore E45
has planned to launch innovative products to attract large number of customers.
Macro factors
It is a wider concept that included policies of government, customer need and demand,
economic condition technological trends and environmental factors that impact on company
operation. Pestle model is used to identify various external factors that are out of control by E45
but impact on its operation and marketing strategies are as follows:
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Political Factor: Brexit is one of the government policies that have impact on overall sales
volume and profitability of E45 as it has reduced import and export of products and services. On
the other hand Free trade policy and globalisation has provided opportunity to E45 to easily
expand its market share and profitability by satisfying needs of large number of customers (Gill,
2017).
Economical Factor: Condition of UK is not good as it is facing situation of recession, high
unemployment rate and decrease in disposable income of customers. Therefore, E45 has an
opportunity to hire skilled and qualified employees within organisation at minimum
compensation. But at the same time decrease sales due to less disposable income so company has
to manufacture products at reasonable rates so that customers are influence to buy.
Social Factor: People in UK are more concerned about their health and skin care thus want
qualitative and organic products so resolve various skin problem that are faced by different
individual. Therefore it had provided opportunity to company to easily expand its business
operation by manufacturing products as per need of customers.
Technological Factor: There are various changes in technologies and increasing customer
awareness about recent trend in innovation and technologies (Marketing, 2019). E45 has
effectively use social media to promote its products and services such marketing strategies helps
in attracting younger generation to make purchase.
Environmental Factor: E45 has also taken various steps to protect environment and resource by
reducing amount of wastage and enhancing performance of employees. Company has offer skin
care products that ensure safety and security of people health.
Legal Factor: It is last factors that impact on E45 that included employment law, health and
safety law, discriminative law and equality law. Company has implemented all such laws for
effective operation of business and achievement of goals.
Micro Factor
Porter model can be used to analysis competition level within industry such as number of
competitors, threats of substitute products, new entrance and power of consumer and supplier
within particular industry. Therefore, manager of E45 has use porter five force to analysis
various component to identify level of competition in the skin and beauty care industry.
Power of supplier: It can be stated that power of supplier in the industry within E45 operate has
low as there are large number of supplier with similar quality of input products. So company can
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easily expand its market and gain competitive advantages by purchasing raw material at
reasonable cost as power of supplier is low (Ducange, Pecori and Mezzina, 2018).
Power of consumers: On the other hand power of consumer is high as there are large number of
consumer with different taste and preference. At the same time number of companies in skin
care industry so they can easily switch from one company to another for effectively satisfying
their needs.
Threat of substitute products: It is medium as there are some companies that try to imitate
products of company to sells it at lower prices. Therefore E45 need to formulate effective
strategies such as use of patent, trademarks and copyright so that competitors cannot use
company products and services to attract large number of customers bases.
Threat of new entrance: Large amount of capital and investment is to be made to enter into
skin and health care industry to offer wide varieties of organic and qualitative products for better
skin and health care of individual (Bang, Joshi and Singh, 2016). At the same time E45 has use
patent and copy right on some of the products thus have create barrier in entrance of new
competitors within industry. Therefore it can be stated that threat of new entrance is medium as
some of the company that have resource and capital, innovative idea can easily enter into
industry.
Existing level of competition: It can be illustrated that level of competition is high as there are
number of company with strong brand image that offer qualitative products to customers at
strategy price to earn profitability. Therefore it need to manufacture differentiate organic
products for better skin care of people and satisfaction of needs.
Customer Analysis
E45 has planned to target younger generation for its products and services as they are more
concerned about their skin care. More than 85% of youth in UK spend their money on skin care
products so that they can look better than others. Therefore E45 has planned to satisfied need of
such customers in order to earn large amount of profitability and market share (Sahi, Gupta and
Lonial, 2018). Company has launched products for both men and women categorise so that they
can effective take care of their skin and resolve their various issues related to skin such as itchy,
sunburn and eczema.
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Stakeholder Analysis
Company have number of stakeholder such as employees, customers, investors and
shareholder or employees, suppliers, creditors that are interest in operation of business.
Stakeholder analysis can be used to identify level of participation and interest of each individual
within firm such as:
More power, less interest: Customers of E45 have more power to impact operation of company
but have less interest in its functioning so company need to provide various crucial information’s
to such stakeholders (French and Gordon, 2019).
Less power, more interest: Employees, supplier and creditors of company have less power to
make crucial decision of firm but have more interest in its activities so need to employees should
be satisfied by E45 to offer qualitative products to customers.
Less power, less interest: Consultant management of E45 have less power and less interest in
business so company give less priority to meet needs of such stakeholders.
More power, more interest: Directors and investors of firm have more power and more interest
so E45 handle them with more care for growth and expansion of business.
Marketing campaign strategy
Strategic goal of E45 products: The strategic goal of marketing campaign by E45 Company is
largely focused to reach larger segments of market share among customers, and actively expand
its services with high functionality among company business services. The strategic goal behind
expansion and conducting innovative marketing campaign can be understood with the fact that it
has highly composed various new marketing activities which are also highly rational with the
changing business demands.
Market opportunity: The market opportunity will be highly targeted by E45 product company
while organising the marketing campaign as an integral functional model under which high
innovative service and products modification targeted for catering large customer base. The
functioning will be highly focused to bring best functional units under analysis to be able to
serve large market opportunity, relative services among customers will be developed o the
parameters through which preferences can be highly developed for higher goodwill building
(Zhou,Hedrick and Kraak, 2020).
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Target audience: The E45 marketing campaign will be targeting audience for large productive
expansions of business activities by providing them with high end functional distribution of
various innovative services. The target audience will be targeted with innovative marketing
segments and high end functional relative services for catering high profitability and functional
elements onto which larger strategic planning will play an active part.
General campaign messaging: The general marketing campaign messaging by E45 Company
will be focused towards gaining strong promotional avenues with digital marketing parameters
and to functionally target various new functional elements for reaching the diverse expanded
customer segments. The general campaign messaging for E45 will be focused towards attaining
the best fundamental focus on which company has grown with strong diversification and also the
customer satisfaction services are focused for high optimum revenue generation.
Strategy implementation model
RACE model
The race model is highly one of the biggest innovative frameworks for gaining strong position
among various new companies and to enable marketers in constructing high end business plans
for larger productive business decisions. The race digital marketing framework will be focused
towards enabling marketing campaign fundamentals attribute in the factors of E45 Company for
engaging large segments of world audience (Handa and Gupta, 2020).
 Reach: In this phase of race model E45 will reach diverse segments of customers in the world
audience where the focus will be generated in building diverse fundamental patterns through
which companies can program its innovation for larger customer segments. Reach of company
marketing campaigns shall be programmed with implementation of digital platforms, larger
productive chains for high technical efficiency among customer base and quick fast impactful
services. The reach shall be programmed within marketing campaign through which E45 shall
diversely function its products sales management for high profitability and larger productive
chains.
 Act: In this phase of race model company shall act on various fundamental steps and the strategic
business models to reach the larger segmented of customers on various domestic and
international marketing horizons. The act phase will be impactful for engaging and
implementation of the steps which are highly programmed into various phases to reach the larger
targeted segments of customers on world platforms. Acting of the set models, reaching patterns
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among large customer base and the fundamental goals onto which the procedural steps can be
functioned for larger parameter of time and revenue generation.
 Convert: In this phase of converting the already formulated functional elements which needs to
be converted and programmed into new relative services with latest innovative parameters for
larger productivity. The conversion phase will determine how company plans the high end
business targets completion for larger productive actions building, strong growth and high
functional utilisation of various productive decisions for strong goodwill attainment among E45
customers (Ładyżyński,Żbikowski and Gawrysiak, 2019).
 Engage: Engaging customers among eth marketing campaign is the final stage of E45 onto
which company shall focus for building strong customer satisfaction services, conduct feedback
surveys and develop overall working scenarios with high end functional services. The customers
engagement is highly active for company to gain strong market composition segments, high
profitability revenues and larger goodwill development. This phase of RIUN model will keep
continuous engagement among customer’s high end business performance standards and deliver
high output for the resources utilised for the marketing campaign.
Budget: The budget shall be formulated on the basis of various innovative tools and high
promotional parameters requirement within company internal segments, management functional
goals to effectively build various working parameter. The budget will be focused towards
determination of larger productive actions through which company can generate strong outputs
from the latest advanced service and inputs. The budget will be strategically planned with best
resources and skilled marketers to strongly build the marketing campaign, highly work forward
for building high performance standards and rationally built various budget financial steps.
KPI metrics:
The E45 company to gain information and data up to which products are developed and
focused for larger sale distribution among customers and to get perfect analysis on their
preferences for marketing efforts which company has put into can use various metrics. The key
performance indicators metrics will enable in gaining knowledge on the customers high end
response for the various parameters onto which company need to reflect further for bringing in
more functional services, operational elements on to which company can work more
fundamentally. Social media pages and the search engine optimisation which enable in gaining
strong records for higher productive targets and functionally being highly present with latest
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functional services for gaining high end business parameters for larger functioning gaols. The
E45 Company will program out various online metrics to check customers business targets
functional gaols and check the metrics through which company can successfully host various
new marketing segments The KPI metrics are highly rational with the changing business aspects
and the functional targets among customers which will enable in gaining functional gaols , high
revenue profitability and stronger working targets through which E45 can strongly build various
activities which will enable in gaining huge position among industry segments. KPI metrics will
be used with the base of innovative technology framework for gaining huge optimum business
end parameters which are surveyed among people (Strand and Kehl, 2019).
Recommendations:
The E45 company through bringing forward various new products portfolio under its
marketing campaign among global parameters of audience with large functional elements and
gain technical efficiency among business marketing ends. The E45 for building strong gaols and
high end functional elements should also train its employees further for larger productive
marketing segments to gain high end services to customers worldwide through its online markets
and functionally strong. The E45 company for strong diversification into various new horizons
and expansion into international marketing fundamentals have to plan larger business goals and
keenly function out various new paradigms through which management can be more strong
towards marketers demands (Tsiro and Irmak, 2020).
Marketing roll plan
Task Name May20 June20 July20 August20 September20 October20
Planning
Research
Design
Implementation
of change
Follow UP
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CONLUSION
From the above report it can be concluded that strategies of company helps in effective
marketing of E45 products and services to large number of customers. There are various factors
macro and micro that impact on company marketing strategies so company by analysing them is
able to formulate effective strategies and gain competitive advantages. At last it can be
concluded from above report that Race framework helps in effective implementation of strategies
related to marketing and communication mix.
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REFERENCES
Journals and Books
Bang, V. V., Joshi, S. L. and Singh, M. C., 2016. Marketing strategy in emerging markets: a
conceptual framework. Journal of Strategic Marketing, 24(2). pp.104-117.
Chaney, D., Touzani, M. and Ben Slimane, K., 2017. Marketing to the (new) generations:
summary and perspectives.
Ducange, P., Pecori, R. and Mezzina, P., 2018. A glimpse on big data analytics in the framework
of marketing strategies. Soft Computing, 22(1). pp.325-342.
Felix, R., Rauschnabel, P. A. and Hinsch, C., 2017. Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70. pp.118-126.
French, J. and Gordon, R., 2019. Strategic Social Marketing: For Behaviour and Social Change.
SAGE Publications Limited.
Gill, M. S., 2017. Essays on the Causal Analysis of Strategic Marketing Actions.
Handa, M. and Gupta, S., 2020. Digital cause-related marketing campaigns. Journal of Indian
Business Research.
Ładyżyński, P., Żbikowski, K. and Gawrysiak, P., 2019. Direct marketing campaigns in retail
banking with the use of deep learning and random forests. Expert Systems with
Applications, 134, pp.28-35.
Marketing, S., 2019. Marketing Estratégico.
Sahi, G. K., Gupta, M. C. and Lonial, S. C., 2018. Relating strategic market orientation and
market performance: role of customer value types. Journal of strategic
marketing, 26(4). pp.318-338.
Strand, S. and Kehl, K., 2019. “A country to fall in love with/in”: gender and sexuality in
Swedish Armed Forces’ marketing campaigns. International Feminist Journal of
Politics. 21(2). pp.295-314.
Tsiros, M. and Irmak, C., 2020. Lowering the Minimum Donation Amount Increases Consumer
Purchase Likelihood of Products Associated with Cause-Related Marketing
Campaigns. Journal of Marketing Research, p.0022243720916463.
Zhou, M., Hedrick, V.E. and Kraak, V.I., 2020. How Branded Marketing and Media Campaigns
Can Support a Healthy Diet and Food Well-Being for Americans: Evidence for 13
Campaigns in the United States. Journal of nutrition education and behaviour.
52(1). pp.87-95.
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