Strategy Analysis of Bliss Technologies Limited

Running head: STRATEGY ANALYSIS OF BLISS TECHNOLOGIES LIMITED
Strategy Analysis of Bliss Technologies Limited
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1STRATEGY ANALYSIS OF BLISS TECHNOLOGIES LIMITED
Executive Summary
Bliss Technologies Limited is involved within supply of healthcare products along with dealing
with the manufacture of food products for sale within international and drastic market. The
objective of the paper is to analyze the marketing strategy along with its sustainable position
within the business marketplace with ensuring future growth opportunities.The market segment
that is selected by Bliss Technologies Limited in developing its product development strategies
includes different consumer groups with similar needs along with healthcare service
requirements. In order to increased perceived value of its offerings to consumers, the company
developed strategies in addressing the changing needs of consumers along with offering
developed healthcare products through implementing exceptional research and development
technology

2STRATEGY ANALYSIS OF BLISS TECHNOLOGIES LIMITED
Table of Contents
1. Introduction......................................................................................................................4
1.1. Analysis of Market Situation....................................................................................4
1.2. Key Elements of Marketing Strategy.......................................................................4
1.3. Target Markets..........................................................................................................6
1.4. Competitive Advantages...........................................................................................6
2. Analysis of Future Growth Opportunities.......................................................................7
2.1. Opportunity 1............................................................................................................7
2.2. Opportunity 2............................................................................................................7
2.3. Evaluation of a Possibility to Expand into B2B.......................................................8
3. Marketing Strategy Formulation......................................................................................9
3.1. Marketing Goals and Reasoning...............................................................................9
3.2. Target Markets B2B and B2C................................................................................10
3.3. Offerings for B2B and B2C Markets......................................................................11
3.4. Pricing and Positioning Strategy............................................................................11
3.5. Distribution Plan.....................................................................................................12
3.6. Promotional Tactics................................................................................................13
4. Analysis of Marketing Strategy Meeting KPIs..............................................................14
4.1. Marketing Strategy Impact on Company................................................................14

3STRATEGY ANALYSIS OF BLISS TECHNOLOGIES LIMITED
4.2. KPI Related with Attaining Marketing Goal..........................................................14
5. Conclusion.....................................................................................................................15
References..........................................................................................................................16

4STRATEGY ANALYSIS OF BLISS TECHNOLOGIES LIMITED
1. Introduction
1.1. Analysis of Market Situation
The healthcare industry of New Zealand is observed to evidence an increasing growth
trend as the industry is participating in risk taking along with coordinated care models over the
past five years. The industry revenue is anticipated to attain an increase by 3.4% along with
observing an increase in healthcare product ranges by 4.4% over the future years. Considering
such trend, the market situation analysis indicated that environmental surroundings of a
particular service or product offered by the healthcare institutions are considered in developing
wellness ranges. Through offering exceptional healthcare services the industry is prospering in
an innovative manner and it is tailored carefully in to satisfy the requirement of the consumers
being an individual brand. In case of the healthcare industry of New Zealand, the health products
are deemed to have favorable impact on consumers’ health, their physical performance. The
industry is observing increasing technological advancements and is becoming competitive with
introduction of products with exceptional quality includes types of dietary supplements with
medical advantages and are mostly employed for prevention of several types of diseases (Zhang,
Watson Iv, Palmatier & Dant, 2016).
1.2. Key Elements of Marketing Strategy
In business-to-consumer marketing, Bliss Technologies Limited is focused on selling its
healthcare ranges to its end users through direct medium. In this marketing, the company focuses
on advertising its products on a large scaled in order to decrease riskiness of its business. The
company uses direct selling process for consumers in order to become the most established
consumer-centric organization (Appiah-Adu & Amoako, 2016). In this marketing strategy, Bliss

5STRATEGY ANALYSIS OF BLISS TECHNOLOGIES LIMITED
Technologies Limited is focused on developing quality and innovative products along with
empowering its business owners to attain the benefits by means of face-to-face interaction with
other consumers. In a attritional market within which in which there is increased involvement of
three or four tier supply chain organizations within the consumer market, Bliss Technologies
Limited operates on a two-tier business model including Business-to-Business and Business-to-
Consumer (Armstrong, Kotler, Buchwitz, Trifts & Gaudet, 2015).
Another business-to-consumer marketing strategy of Bliss Technology Limited is
through undertaking aggressive promotion of its products through heavy sampling, individual
sponsorships, group meetings along with the academic oriented programs such as continuing
medical education and free heath check-up camps. This marketing strategy is focused on
developing effective physician’s samples utilization strategy to generate prescriptions. This
marketing strategy is focused on launching special promotional campaign in order to increase
prescriptions of its healthcare products (Ascarza et al., 2018). Moreover, in this marketing
strategy free distribution of physician’s samples, gifts along with detailed conversation in order
to remind the healthcare products as first priority on the doctors mind.
The marketing strategy focused on business-to-consumer campaign is conducted by Bliss
Technology Limited through advertisements within scientific medical journals along with other
magazines focused on health conscious consumers along with making advertisements of the
pharmaceutical products. The marketing strategy of the company is focused on direct selling that
is considered to be an effective marketing strategy in business-to-consumer marketing of Bliss
Technology Limited. In addition, the company also follows effective direct selling activities as
this process involves two-way communication and personal contact among the distributors offers
increased opportunity for company to promote its brand.