Techniques of Marketing Management Report

Added on - 22 Jul 2020

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MARKETING MANAGEMENT INPRACTICE
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11.1 Situational market analysis...............................................................................................11.2 Compare opportunities and threats...................................................................................31.3 Identified opportunities and threats to organisation's strategic objectives and position.4TASK 2............................................................................................................................................52.1 Different models used in strategic marketing planning and communications................52.2 Construct a detailed framework of activities for an integrated marketing plan..............52.3 Evaluate the constructed plan...........................................................................................6TASK 3............................................................................................................................................73.1 Advantages and disadvantages of different campaign channels.....................................73.2 Marketing campaign plan for retail industry....................................................................83.3 Targets for the campaign by using SMART objectives...................................................8TASK 4............................................................................................................................................94.1 Propose, evaluate and select a new product or service ideas..........................................94.2 Compare the appropriateness of various market testing and selection techniques......104.3 Evaluate ethical and CSR issues....................................................................................11CONCLUSION..............................................................................................................................11.......................................................................................................................................................11REFERENCES..............................................................................................................................12
INTRODUCTIONIn this current era, most of the companies are using smart and innovative techniques ofmarketing. Marketing is an effective process, it includes various activities which helps toimprove awareness of company's products and goods. This is very essential to identify currentmarket trends or situation of marketplace (Sheth and Sisodia, 2015). For assessing andevaluating condition of market SWOT and PESTEL methods will be used by cited organisation.There will be discussing about BCG matrix and strategic marketing plan, it includes differentstages which helps to identify objectives and goals of the company. In this assignment has beenchoose Sainsbury organisation, it is a supermarket which is dealing with different types of homeand other products.TASK 11.1 Situational market analysisSituation market analysis is an method, it refers to a selection of effective methods andtechniques with the help of this managers of the cited company can properly analyse andevaluate organisation's internal and external environment. It includes enterprise's workingcapabilities, consumers, employers, competitors etc (Hollensen, 2015). For effectively analysingand evaluating situation of market place so there can be use several methods.SWOT AnalysisPESTELIllustration1: SWOT Analysis of Sainsbury1
SWOT Analysis:This is an significant analysis tool, it can be use for auditing citedorganisation and external market place in effective manner. With the help of this easy to identifystrengths, weaknesses, opportunities and threats of Sainsbury.StrengthsOne of the largest four supermarket in UK.This company has experienced and capable leadership team.Cited firm using excellent promotional and adversing method.WeaknessesIn the recent time period, Sainsbury rise good and product prices.High number of competition within segment of retail sector.OpportunitiesThis company has an opportunity to enter in the different markets, through joint ventureor partnership to explore these new market place (Lusch and Vargo, 2014).Sainsbury can expand their business in growing economic countries such as Africa, Asiaetc.ThreatsIn the current time period, regularly growing globalisation, which can be big threat forcited company as well as opportunity.PESTEL Analysis:It is an effective method, it include various major factors that can beinfluence on company whether positive and negative in nature.Political:Sainsbury is a largest supermarket in UK and Ireland. This company'sperformance and working capability affected by political factors. In the current timeperiod, increased globalisation that can be opportunity and challenge for organisation.Economical:The regularly increasing cost of fuels, it is one of the biggest economicalfactors that can be affecting on Sainsbury's supply chain management process.Social:As defined opportunities are the part of SWOT analysis tool, developing socialtrends in good quality and healthier foods of the company is a great opportunity for citeenterprise (Wilson and Gilligan, 2012 ).2
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