Strategic Marketing: Adaptation, Standardisation, CBBE Model

This report discusses the importance of strategic marketing in gaining higher profits and revenues. It covers topics such as adaptation and standardisation of marketing mix, CBBE model, integrated communication mix, and measurement of success. The case study focuses on Ashanti Solution Company PLC.

STRATEGIC MARKETING

EXECUTIVE SUMMARY
Strategic marketing is an effective tool which is very essential for company to gaining
higher profits and revenues. This report includes the Ashanti solution company plc that can
enhance their profits and sales volume by attracting large number of customers so that they can
also face longer sustainability within marketplace. This report includes the adaptation and
standardisation of marketing standard and also CBBE model so that millions of people are retain
with the company. Further the integrated communication mix helps in gaining profits and
customer relation for this several measuring tools and getting analysed so that high success can
be faced.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
MAIN BODY...................................................................................................................................4
Adaptation and standardisation of marketing mix..................................................................4
CBBE Model..........................................................................................................................6
Integrated communication mix and methods.........................................................................8
Measurement of success.........................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Strategic marketing is basically a process that is used to plan, design, develop, implement
and direct various strategies by which higher competitive advantage is attained over a continuous
period of time. It is used to direct an adequate mapping by which ability of business to attain its
objectives and target is achieved with perfection and in timely frame as well. It is usually a
forward looking and long term approach that is used and induced by business in order to achieve
fundamental and sustainable advantage under which basic need and demand get fulfilled as per
customer’s requirement. The following report is based on Ashanti solutions company that
provide different services as like advertising and promotion to other of its client. The report
below is consisting of adaptation and standardisation of marketing mix Germany and for this
design effectual strategy to gain success at new marketplace. In addition report include
customers based brand equity model that assist to build strong brand image. Moreover,
integrated communication mix and methods along with measurement of success is
considered(Chernev, 2018).
MAIN BODY
Adaptation and standardisation of marketing mix
The marketing mix is a set of actions and activities that is induced within the business as
in order to promote brand awareness and its productivity. It is being used by the business in order
to pursue its marketing target and objectives by which standardised target is achieved and
accomplished within the stipulated period of time. It is adopted by an organisation in order to
promote and advance its own products and services and it is supported with the model CBBE
(Customer Based Brand Equity) by which higher competitive advantage is achieved on
continuous basis. In terms of Ashanti solution company, they get launch new products and
services as by adding up web design through which development of websites, content, branding,
visual interface and proprietary software is induced by which higher level growth and
productiveness is induced with perfection as within Germany. In this the management
department of Ashanti solution company make supportive usage of different tactics and
strategies and it is processed with support of 7 Ps of marketing in this marketing adaptation and
its standardisation is addressed with perfection and it is as briefly explained below as:

 Product- It is a marketing in mix in which Ashanti solution company has introduce a
new change within in diverse range of portfolio by which its business expending and
customer needs get satisfied simultaneously. In this Ashanti solution company make sure
that its web services get connect with the customers of Germany. For this they make sure
that technical induction is processed within its and services so that long term benefits are
higher marketing share along with value is enhanced over repetitive basis. For instance,
Ashanti solution company offer adequate solution to other business in terms of consulting
that assist small business to make higher growth over a longer period of time.
 Place- Ashanti solution company get select a new market that is Germany as it is also be
a place at where people are more attracted towards the technological advancement that is
completely related to trends and have more concern towards its safety. In this company
make sure that they have selected different location through which their market reaches
and its attractiveness is increases in comfortable manner. It also enhances the level of
possibility by which market accessibility is increases in effective manner (Beirman,
2020). In this business get enter into the new place and for that Germany is selected as it
is having a better and develop market situation that generate favourable market
conditions for the growth and development of company. It is also be in better place in
terms of GDP that furthermore, has positive impact on market share development and
advancement.
 Price- It is a prospect in which Ashanti solution company make sure that they get provide
various products at low prices but with better quality so that productivity and its market
running is enhanced. In addition to this Ashanti solution company also make uses of
“Customer Based Brand Equity model” as with this they get surpass market expectations
so that higher leading is achieved. It assists to believe that better price-promotional
strategy is implies with support of loyal customer base. For example, in this Ashanti
solution company offer adequate services to its customers so that ability to gain
competitive advantage is increases. In this business also offer service at lower price that
assist to maintain higher sustainability over a new marketplace.
 Promotion- It is a factor that is always be essential for the success and growth of
business as in this business advantage is increases as by developing brand image and
value. In this suitable level of improvement is induced as by making effective utilisation

of resources so that production and manufacturing cost is reduced by which ability to
gain higher competitive advantage is enhanced and increases systematically. It provide
higher attractiveness that strive larger market share and for this Ashanti solution company
make successful usage of online promotion as by making direct marketing(Sahaf, 2019).
For instance, Ashanti solution company make appropriate usage of various promotional
activities such as usage of advertisement, social media marketing by which ability to get
connect with customers is enhanced.
 Process- It is a process of marketing mix in which Ashanti solution company always
make sure that customers always get happy and flexible as by enjoying business products
and services over regular period of instance. In this Ashanti solution company make
supportive usage of offline and online platform through which market competency and
grievance of customers is managed and controlled with better suitability. For example,
Ashanti solution company offer continuous based services so that they provide long term
solutions to the businesses by which ability to resolve complex situation that is generated
over a regular period of time is reduced and assist to maintain lead in terms of profit
generation.
 People- It is dependent over the employees and staff that is required for the business as
with this lot of responsibilities is addressed with perfection. It is also being used to attain
higher success and development by which higher level of earning and loyalty among
workers is enhanced by which better competent is contributed so that higher success is
achieved in timely frame. For example, Ashanti solution company offer adequate wage
and salary to its employee so that they could have retain and attract by the business for a
longer period of time. It assist to perform daily operations and functions of business with
perfections and with this ability to achieve standardised outcome and objectives also get
developed.
 Physical evidence- In order to make better fashionable brands under which technological
advancement are sold by which overall elaboration is induced by which market
expenditure also get enhanced. In this necessary change is addressed as by furbishing so
that clean and attractive evidence is processed. In this it is easy for the customers to get
easy connect with business so that its financial resources is getting conserved in simple
and transparent manner( Tafesse, and Wien, 2018). For example, Ashanti solution

company offer furnished services through which they are able to connect with other
businesses of marketplace in easiest and flexible manner.
CBBE Model
CBBE model is also known as Keller’s brand equity model that is related to customer
based brand equity. The main focus of this model is to satisfying the customers by providing the
satisfying goods and services. In this brand equity is a significant term for branding that helps in
enhancing the brand image of the company. In context of Ashanti solution company the CBBE
model can be elaborated below to make the customer happy and gain the competitive advantage
within the marketplace (What is customer-based brand equity? 2020).
Figure 1 Customer-based brand equity, 2020
 Brand identity - It represents as a vital position of a business organisation that reflect the
customer viewpoint regarding company in comparison of other business enterprises. This
term helps in showing the picture or words of the buyers that will connect with some
specific brand name of the company. This term is very essential for developing the strong
support related to examine the important features and brand name i.e. Ashanti solution
company. With the background of the Ashanti solution company Plc. manager can focus
on including some specific activities that helps in developing the brand image in the eyes
of the customers. Brand identity is very effective for measuring the depth and breadth
based on customers awareness of the brand i.e. Ashanti solution company Plc. The

manager of the concerned business enterprise should focus on spreading the awareness
related to company products and services among the customers within society who are
not aware about the commodities of the firm and its related values. For this Ashanti
solution company can focus on organising the prominent marketing campaign to target
the market so that potential and targeted customers are retain and loyal for the business
organisation( Hansen, and Juslin, 2018).
 Brand Meaning - After brand identity in which customers are aware about the products
and services than the firm will focus on introducing themselves in front of the people of
society. It includes specifications, looks, styles, durability, reliability that can introduce
by the manager of the Ashanti solution company plc. Due to this customer can experience
the company value and their spending. It involves the important aim of brand reputation
that includes:
o Brand Performance - This aspect involves the reliability, durability, price and
activities aspects that will helps in enhancing the brand performance in term of
customer point of view.
o Brand Imagery – This factor is quite different but more important in this
imagery meets the demands of the customers and also fulfils their basic needs. for
instance- Ashanti solution company can offer the technological oriented products
that are efficient and effective for the usage of a people. This reflecting the major
two tool that are word of mouth and targeting people and so that high profits can
be attained in effective period of time( Hunt, 2018).
 Brand response - It represents the feeling of customers related to brand. The feeling of
the customers is different as one another. In this for one person the brand is more
important whereas for another person the brand is more important and relevant. In terms
of Ashanti solution company plc. Manager can focus on enhancing their value of
products and services as comparing to other competitors so that they can lead the market
and also develops the customer interaction for a longer period of time. This also helps in
longer sustaining of the company within marketplace. high focus of the company on the
commodities helps in positively developing the customer response related to the
brand( Thrassou,Vrontis, and Bresciani, 2018).

 Brand Resonance – This term defines to develop the strong relationship with the
customers so that they become loyal towards the business enterprise. This helps in
developing the healthy relationship with the customers by the employees of the
enterprise. These terms also assist the company in attaining the competitive advantage in
an effective manner so that firm will sustain to a longer period of time. This helps in
representing the positive factor in relation to Ashanti solution company plc as it will
enhance the customer base within marketplace so that they can know the value and
actions of the brand. it will build the customer trust and faith on the company and their
products which helps in gaining higher profits and revenues ( D’Andrea, 2020).
There is few limitation of this model is that it is quite liner model by which it is not able
to accomplish brand equity under which complex situation get developed for Ashanti solution
company in order to construct market balanced. In this consumer behavioural outcome also get
affect the development of brand and in this it is required that Ashanti solution company make
clear interaction and understanding of marketplace as with this only they are able to connect with
other customers.
Integrated communication mix and methods
Integrated communication mix refers to the approach related to plan the communication
that helps in gaining the business the better results that is based on the marketing campaigns.
These marketing campaigns are based on low cost that are very advantageous for the company in
developing the bets relations with the organisation. This tool is very prominent for the successful
launch of the new product and services within the organisation. This integrated communication
mix is a process which represents the effective coordination between the customers and company
by using the several communication mediums so that goals can be attained in specific period of
time. In context of Ashanti solution company some if the integrated communication mix methods
can be shown below:
 Advertising- This term is represented as any paid form of marketing which is related to
the ideas and thoughts of promotion of the goods and services for attracting the large base
of customers in a small period of time. This will helps in gaining high profits and
revenues by gaining competitive advantage. In term of Ashanti solution company plc
manager can adopts the use of advertising for communicating with customers via using
radio, magazines, television, newspaper etc. in this the main aim of the concerned

company is to target the millions of customers at a time that includes actions and
features( Hollensen, 2019).
 Personal selling- It is best form of communicating tool that is adopted by the business
firm for developing the effective relationship with the customers. The major aim of the
Ashanti solution company plc is to sell their products and services by maintaining the
strong relationship with their customer so that they can retain with the firm for a longer
period of time. In this company can make the face to face interaction with their customers
and solve their issues related to products so that customers requirements are to be
fulfilled in effective and efficient way so that they can value the offerings to the
best( Gupta, and Nair, 2020.
 Sales promotion – This is an effective technique of the marketing that is followed by the
Ashanti solution company plc for the major objective of boosting the sales and
profitability of the company by selling their goods and services after adding some basic
values within this. Sales promotion within Ashanti solution company includes the several
offers to the consumers for attracting them such as buy one get one free, discounts, etc.
Measurement of success
There are several methods for measuring the success of the Ashanti solution company Plc
that could also helps in improving their future so that high profits and sustainability can be faced
by the organisation which can be shown below:
 Sales target- It is one of the bets method that is adopted by Ashanti solution
company for measuring and analysing the success of the company profits and sales.
In this manager of the business enterprise can examine the firm past and present
performance so that actual data can be shown which helps in analysing the right
sales and profit success of the company. This term helps in monitoring the sales
and performance that is based on target which is developed by the sales
management department so that firm will sustain for a longer period of
time( Ndofirepi, Farinloye, and Mogaji, 2020).
 Market share- This is another method for measuring the company market share by
using the overall sales within the same business industry that is generated by the
company Ashanti solution company in a specific period of time. This strategy is
very effective for developing the best idea related to enhancing the size of company

so that enterprise will gain the competitive advantage in which they will operate
their business and sustain for a longer period of time. This term is also beneficial
for the company because of attracting the large number of investors and also helps
the manager to monitor the targets based on market fluctuations so that high returns
can be attained and large numbers of customers are attracted( Donthu, and et. Al,
2020).
CONCLUSION
It has been concluded from above report that strategic marketing is always being essential
for the business as under this working abilities and its attractiveness is increases in productive
manner. For this business uses different strategy under which long term success is attained in
systematic manner as in this sustained balanced is attained with perfection. In support of these
theories ability of business to attain higher profit and more sales is increases with sufficiency. In
order to launch a new product at new country is quite difficult for the business but with the
support of strategic marketing its ability standardised and adopt marketing mix is enhanced.
Furthermore, CBBE model is used that assist the business to target segmented marketplace so
that higher success is attained. Moreover, different tools are used to analyse sales and profit by
which sustained control on sales is achieved.

REFERENCES
Books & Journal
Beirman, D., 2020. Restoring tourism destinations in crisis: A strategic marketing approach.
Routledge.
Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
D’Andrea, F.A.M.C., 2020. Strategic marketing & Austrian economics: The foundations of
resource-advantage theory. The Review of Austrian Economics, 33(4), pp.481-501.
Donthu, N., and et. Al, 2020. A retrospective of the Journal of Strategic Marketing from 1993 to
2019 using bibliometric analysis. Journal of Strategic Marketing, pp.1-21.
Gupta, C.B. and Nair, R., 2020. Marketing Management, CB Gupta & N. Rajan Nair. Sultan
Chand & Sons.
Hansen, E. and Juslin, H., 2018. Strategic marketing in the global forest industries.
Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.
Hunt, S.D., 2018. Advancing marketing strategy in the marketing discipline and beyond: from
promise, to neglect, to prominence, to fragment (to promise?). Journal of Marketing
Management, 34(1-2), pp.16-51.
Ndofirepi, E., Farinloye, T. and Mogaji, E., 2020. Marketing mix in a heterogenous higher
education market: A case of Africa.
Sahaf, M.A., 2019. Strategic marketing: making decisions for strategic advantage. PHI Learning
Pvt. Ltd..
Tafesse, W. and Wien, A., 2018. Implementing social media marketing strategically: An
empirical assessment. Journal of Marketing Management, 34(9-10), pp.732-749.
Thrassou, A., Vrontis, D. and Bresciani, S., 2018. The Agile Innovation Pendulum: A strategic
marketing multicultural model for family businesses. International Studies of Management
& Organization, 48(1), pp.105-120.
Online
What is customer-based brand equity? 2020, [Online], Available through
<https://www.qualtrics.com/experience-management/brand/customer-based-brand-
equity/>