Strategic Marketing: Market Analysis, Competitors Analysis, Customer Analysis

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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