The Role of Strategic Marketing in an Organisation

Strategic Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
Activity 1.........................................................................................................................................1
1.1 Role of strategic marketing ..................................................................................................1
1.2 Relationship between corporate and marketing strategy .....................................................2
1.3 Development of Marketing Strategy ...................................................................................3
3.1 Decisions and choices at corporate level ............................................................................4
3.2 How decision influences marketing at business and functional levels ...............................5
3.3 Approaches to competitive positioning ................................................................................5
Activity 2.........................................................................................................................................6
2.1 Approaches to internal environmental analysis ...................................................................6
2.2 Approaches to external environment analysis ......................................................................7
2.3 Integration of internal and external analyses .......................................................................8
Activity 3.........................................................................................................................................9
4.1 Strategies that contribute to business competitive advantage ..............................................9
4.2 Market communication Strategies ......................................................................................10
4.3 Analysis and implementation of marketing strategies .......................................................11
CONCLUSION..............................................................................................................................11
REFFERENCES............................................................................................................................12
.......................................................................................................................................................13

INTRODUCTION
Strategic Marketing is the process or the way in which firm formulates effective plan of
action to render products and services effectively to the consumers and thereby differentiates
itself from its competitors. It is a long term approach in which managers of the organisation do
appropriate planning with main aim maximising profitability and to gain competitive advantage
(Chernev, 2018). Therefore, in general terms it is a method through which an company gains
competitive advantage in comparison to its rival companies and provides better services to the
customers. This report is based on Total Marketing Solutions which provides assist advice to
the organisations and assist them in developing the strategic marketing plans. The project will
throw highlights on the importance and the role that strategic marketing plays within
organisation and analyses the relationship between higher level and business unit level strategy.
It will also analyse how decisions and choices are made at the business firm level and analyse
approaches to competitive positioning of organisations. Moreover , it also evaluates the
approaches to internal and external environment analysis. Further more, it also analyses
marketing strategies that can be framed and so as to properly utilise the resource and conducts
the business activities in proper manner (Vellas, 2016).
Activity 1
1.1 Role of strategic marketing
Strategic Marketing is determined to the process of developing effective strategy by properly
analysing the internal and external environment analysis so as to offer attractive services to the
consumers and creates a positive differentiation over its competitors through consumers
perspective. Therefore strategic marketing plays a important role within the organisation,
discussed as follows-
 Helps in Establishing Clear Marketing Objectives- Strategic marketing helps in
developing the most appropriate strategy by analysing the internal and external
environment. Therefore which assist in framing of clear marketing objectives which are
measurable and could be achieved within a specific time frame. This assist the respective
organisation to frame and attain specific clear objectives and gain competitive advantage
over its rival companies (David and David, 2013).
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 Streamlines Product and Service Development- It is the most important role strategic
marketing plays which helps in developing effective products and services. Effective
product and service development is done through conducting proper SWOT analysis and
by determining the existing trends in the market. This information generated helps in
offering proper products and services to the consumers.
 Assist in evaluating Business environment- Strategic Marketing helps in assessing and
evaluating the performance and positioning of the organisation by properly analysing the
business environment. It helps to take proper effective decisions by analysing the overall
competitive environment and helps in future strategic marketing plans for the respective
organisation (Edvardsson and et.al., 2014).
These are the roles that strategic marketing plays within the organisation and helps them
to provide effective products and services by using their strengths and therefore gets competitive
advantage over its rival companies . In addition to this it will help Total Marketing Solutions to
provide better services to the ;organisations and assist them in developing proper strategic plans
that are achievable and measurable within a specified time period. Therefore there is a effective
role of strategic marketing within the organisation and leads to the success of the company.
1.2 Relationship between corporate and marketing strategy
As Strategic Marketing refers to the efforts that are made by the organisation so as to
provide differentiated offerings to the customers and to gain competitive advantage. Hence
Strategic marketing helps the respective organisation in setting and implementing effective
strategy so as to provide better advice to the organisations in developing their strategic marketing
plans. This strategic marketing helps in developing corporate and marketing strategy which have
proper relationships discussed as follows-
Corporate Strategy- Corporate Strategy is concerned with the firms corporate actions
with the aim of attaining goals and objectives of the company and and sustain in the market for a
longer time period.
Marketing Strategy- It is a long term forward looking approach, concerned to plan
proper strategies and take effective actions to promote and sell their products and services and
achieve competitive advantage over its rival companies.
Relationship between the Corporate Strategy and Marketing Strategy
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Though strategies framed at the corporate level are bigger than strategies at marketing level but
purpose of both is to retain their customers for a longer time period.
 Corporate and Marketing Strategy main focus is to attain maximum profitability and
productivity for the company, thereby leading to attain business objectives goals.
respective organisation.
 As corporate Strategy is the firms actions to achieve mission and vision of the
organisation, thereby providing better quality products and services to the customers and
hence marketing strategy is also framed to attract customers by providing them unique
and competitive products and to remain competitive in business environment.
Therefore it can be concluded that main focus of both the strategies is to deliver effective
products and services to the customers so as to sustain in the market for a longer time period and
leads to the fulfilment of the vision and mission of the company.
1.3 Development of Marketing Strategy
Marketing Strategy is concerned with planning of actions and decisions to persuade and
offer effective services of the company so as to maximise profit margins of the company to
remain competitively.. Therefore marketing Strategy is a document which allows respective
company to define its business goals in a proper manner and helps to formulate proper tactics
requires as to attain goals and objectives. Marketing Strategy is developed as follows-
 Marketing Research- In order to develop a proper marketing Strategy it is necessary for
respective company to describe its business and the product and services they offer to the
customers. This is the first step in which customers are made aware about the existing
products and services which are offered to the customers. Moreover it also need to
conducting of market research so as analyse the demands of the customer and provide
them services accordingly (How to Develop Marketing Strategy, 2018).
 Analyse competition and discover their target audience - Next step is concerned with
the respective company which needs to analyse in the market with comparison to its
competitors. It also helps TMS in discovering their target audience and leads to adopt
proper marketing tactics so as to attain the organisational goals (Felix, Rauschnabel and
Hinsch, 2017).
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 Set Marketing Goals- This step is concerned to organisations should frame effective
marketing goals which the firm should achieve in order to maximise its profitability
level.
 Review and Assess- This step is concerned that TMS should review their marketing
goals and assess that strategies are framed in accordance with the goals (Theodosiou,
Kehagias and Katsikea, 2012).
 Marketing Mix- In this step, TMS should conduct the marketing mix of the the company
services so as to develop proper strategies as a way to persuade customer to purchase
products and services.
 Define Marketing Strategies- In this step respective company should properly formulate
the appropriate marketing strategies which helps them to firms to attain its goals and
objectives in a proper manner.
These steps provide insights to the managers within the organisation regarding how to
develop proper marketing strategy and leads to the success of the organisation (French and
Gordon, 2015).
3.1 Decisions and choices at corporate level
Corporate level within the organisation is determined the taking proper strategic
conclusion and helps the structure to maintain its sustainability in the complex dynamic
environment. Hence Corporate levels are the top levels of the organisation which takes decision
regarding making modification in the product and service provided by them as well as a=makes
proper decisions regarding allocating of capital, hiring and firing of employees ad other choices
regarding to procurement of resources so that decisions can be taken in a effective manner
(Thrassou and et.al ., 2012.).
Therefore the major focus of the individuals at the at the corporate level, is to formulate
strategies which are so as work according to the long term goals of the respective organisation
and moreover concerned with identifying generic strategies for the organisation which helps
them to take proper decisions regarding framing of strategies and help the employees within the
respective organisation to work accordingly and attains goals and objectives of the organisation.
Manager within the respective organisation take decision whether to continue and exit the
business and make proper choices related to growth or the diversification strategy that the
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company should adopt so as continue its business operations in a proper manner and therefore
gains competitive advantage over its rival companies (Hajli, 2015).
These are the effective decisions that should be concerned by the managers at the
corporate level and later communicate it all the functional unit so that employees can work in
accordance towards achieving the goals and objectives of the organisation.
3.2 How decision influences marketing at business and functional levels
At the corporate level within the respective organisation all the major decisions are taken
by the head and are communicated down to the business unit and the functional level of the
organisation(Shank and Lyberger, 2014). It also influences decision making at the functional
level within the respective organisation. Moreover decision taken at the corporate level are very
influential within the whole business unit which can be understood with the help of the following
example, discussed as follows-
For example- When at the corporate level within the respective organisation,
management takes the decision of providing services to the customers in different geographical
location. This decision is very influential to all the functional units of the organisation. It has a
major effect on the decision making of various departments such as for example, finance
department is responsible for making arrangement of funds and capital in providing better
services to the customer in different geographical locations and enhances their brand image in
the market. It also influences decision making of research and development I.e this department is
responsible for analysing the existing market trends and also determines the requirements of the
customer. This assist the respective company to provide effective services to the customer and
attains maximum profitability for the company. Therefore it can be concluded that decisions
which are taken at the corporate level within the organisation has a major effect on the functional
units of the organisation and influences their decision to behave it a particular way and attains
the goals and objectives of the organisation. Hence it has been determined that functional units of
the organisation are greatly influenced by the the corporate level decisions within the respective
organisation (Kerin and Hartley, 2015).
3.3 Approaches to competitive positioning
Unique pricing strategy: By adopting unique pricing strategy TMS (Total Marketing
Solutions) can capture huge market ratio in the cut throat competitive world. It directly assist the
business associates to create strong competitive positioning in the open market place. By doing
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so competitive advantages can be gained against rivalry. Business associates can also, create
tough competition for other business in the competitive world by adopting unique pricing
strategy. Prices of product or services are designed according to the characteristics and features
of the product. Example: X enterprise is adopting penetration pricing policy for it's creative
product or services in the market. By doing so sales volume and profitability ratio is
accomplished in the set time frame. As well as in the open global market strong position is
captured which is a positive sign for the business associates.
Innovative product or services: TMS (Total Marketing Solutions) come up with
creative products or services on continuous basis. By doing this firm is able to build strong
position with it's innovative idea in the neck to neck competition. Innovation is the key to
success in the global market. Through this aspect business concern gain competitive advantages
and are able to satisfy the emerging needs of the customers. Example: X firm is coming up with
new ways of marketing the product in digital platform. By doing this huge market ratio is
captured and set standards are achieved on time (Kotler. and et.al ., 2015).
Providing effective customer support service: In order to increase customer base for
the product or services Total Marketing Services provides effective customer support service.
And also, address their quarries on time so that best solutions can be provided to them in the cut
throat competitive world. This aspects assist the organization to capture strong position in the
global market due to which sales volume is raised at tremendous scale. Firm taking action on
customers problems on priority helps to build goodwill in the global market. Example: X
enterprise address the issues of customers regarding taste of the product, solutions related to
budgets, solution about marketing the product, solution for which digital platform need to be
used etc.
Activity 2
2.1 Approaches to internal environmental analysis
In order to provide better services to the customer, it is necessary for Total Marketing
Solutions to provide to conduct proper internal environment analysis so as to make necessary
changes against the deviation found in the performance within the organisation. Therefore there
are various approaches to which manager can adopt towards analysing the internal environment
of the organisation.
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Swot analysis- It is a strategic planning technique which assist the respective
organisation to identify its strengths, weakness, opportunities and threats and determines them to
evaluate company's competitive position and to develop proper strategic plans and activity. It is a
useful technique which the respective company can adopt to to identify and grab the
opportunities and take proper action against the threats and weakness identified. This tool helps
the manger within the company to determine its strengths and make the possible use of that so to
conduct business activities in a proper manner. Hence it can be concluded that SWOT analysis is
an effective tool which helps in proper analysis of the internal environment and helps the firm to
take effective decisions.
Resource Based View- Resource based view is a managerial framework which the
managers within the respective organisations uses to determine the strategic resources that the
firm can exploit so as to attain the competitive advantage. It provides analysis to the manager
regarding the resources within the respective organisation and helps them to frame effective
strategies. Therefore this can be properly evaluated by the VRIN characteristics such as with the
valuable feature it helps the respective organisation to analyse that whether there resources are
able to bring value to the firm and able to gain competitive advantage or not. With the rare
feature of the VRIN model it provide analysis to the firm whether there resources are rare and
unique over its rival companies. It also provides an analysis to the firm whether the resources
with the firm are inimitable or not or they can be work as a substitute towards different product
and service. This provides better analysis to the manager within the respective organisation to
take proper decisions and formulates effective strategy so as to run the business activities in a
proper manner (Lee and et.al., 2013).
Therefore SWOT analysis and Resource based view are the proper approaches which the
organisation should adopt so as to analyse the internal environment and make proper decisions
regarding the proper formulation of strategic plans.
2.2 Approaches to external environment analysis
External environment is composed of all the outside factors that has a major impact on
the business activities and operations of the company. Therefore it is the requirements of the
manager within the respective organisation to analyse the business external environment and
takes proper effective decisions. Therefore, analysing of the external environment can be done
by conducting PESTLE analysis.
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PESTLE Analysis- It is a strategic framework or a tool that the respective organisation
should adopt in order to analyse the effect of the micro and macro environment that has on the
organisation and take effective decision so as run its business activities successfully in a global
business environment. This is an effective approach which should be adopted by the organisation
so as to analyse the external environment. It consist of six factors such as with the help of
political factors it assist the organisation to analyse the political condition of the country and
works in accordance with the rules and regulations of the company. It also helps in determining
the economic environment of the country regarding the inflation and deflation period and helps
in proper determination of the product and service (Line and Runyan, 2014).
It also provides analysis about the social and technological environment prevailing in the
outside market place. This helps the manager within the organisation to adopt to proper and
advanced technologies in providing effective services to the customers according to their
demands and requirements as well as according to the existing market trends.
In addition to this it also ascertains the legal and the environmental factors which allows
the respective organisation to analyse the various laws and legislations that is prevailing in the
various countries and allow them to conduct the business activities in a proper manner.
Therefore, PESTLE analysis is an effective tool which should be adopted by the manager within
the respective organisations so as to analyse the business environmental factors and formulates
effective strategy by analysing the different factors within the business environment and sustains
in the market for a long time period (Proctor, 2014).
2.3 Integration of internal and external analyses
It has been analysed that it is the responsibility of the manager within the respective
organisation to analyse the internal and external environment factors so as to formulate effective
decisions so as to sustain in this competitive environment. Therefore internal and external
analysis are both integrated as both internal and external analysis are necessary for the manager
to conduct so as to link the opportunities of the business with the prevailing outside political and
economic conditions of the country. This way both the approaches are integrated and helps the
manager within the Total Marketing Solutions to take effective decisions and provide provide
advice to the different organisation in developing their strategic plans and activities and helps
them to conduct business activities in a proper manner(Moutinho and Vargas-Sanchez, 2018).
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It is not possible for the organisations to take proper decisions and formulates effective
strategy by analysing the either the external or the internal environment analysis. Hence both
these approaches are interrelated as by analysing the external environment it provides ideas to
the manager within the respective organisation to grab the opportunities and take effective
actions which helps them to enhance their brand image in the market and attract large number of
services which are offered by the company to the customers.
Activity 3
4.1 Strategies that contribute to business competitive advantage
Porter's Generic Model was founded by Michael Porter in the year 1980. This model has
four generic strategies such as , cost leadership, cost focus, differentiation leadership and
differentiation focus. It is helpful for the business associates in the cut throat competitive world it
aid in attaining competitive and sustainable advantages. TMS(Total Marketing Solutions) adopts
various strategies of Porter's Generic model to build strong position in the open market. porter's
Generic Model which is explained as follows:
Cost leadership: In this case, enterprise set out to become low cost producer in it's
industry. The strong position is captured by lowering the costs of the product or services in the
global market. By adopting this approach Total Marketing Solutions can gain strong position in
the open market which is a positive sign for the company. Here, the sources of cost advantages
distinguish from firm to firm as structure of industry varies accordingly.
Differentiation Focus: Administration focus on their potential group for designing of
products and services by adding innovative and unique characteristics . TMS by analysing need
and demand of their target market they set tactics accordingly. By differentiation of services it
can create huge growth opportunities to survive in competitive market with their innovative and
new products or services. which can directly assist to rise profits and sales revenue at a large
scale (Najev and Čačija, 2013).
Cost Focus: Cost focus is a part of Porter's, focus on a niche market segment by lowering
the cost for its services in the market place. Total Marketing Solutions charge low price from
their potential customers and provide effective solutions for their issues. Due to which best
results are achieve in short time duration. They do market analysis before introducing services at
a low price so that profit can be maximized at a tremendous scale.
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Differentiation Focus: Purpose of this force is to cater to a narrow segment of a market,
by identifying needs and wants of their prospective customers and fulfilling it through product
and services differentiation. TMS provide quality services to it's potential customers so as to
meet their emerging demand in the competitive.
4.2 Market communication Strategies
Marketing communication strategies adopted by Total marketing Solution has directly
helped the firm to grow business globally. By effectively using this in the working premises the
sales volume and profitability ratio increased at a rapid scale. The various marketing strategies
are explained as follows:
Social media platform: This is the best platform where TMS can aware client regarding the
product or services designed. Facebook, Instagram, Twitter etc. are some of the social media
platform examples. Advertisement in this field helps to raise goodwill of the company in
customers eyes.
Advantages:
 More sales volume is raised which leads to huge profitability.
 Potential customers can be targeted easily for the innovative product or services
Dis-advantages:
 Neck to neck competition is prevailing in the market.
 Switching rate of customers on other brand has raised if slight change in the prices take
place.
Advertisement: TMS promote their goods and services on TV, radio, newspaper etc. so that
every section of the people can be aware about the innovative product. By doing so targeted
customers are pulled towards the goods and services. It directly leads to expansion of the
business globally.
Advantages:
 Promotion is done at a large scale which raises sales ratio.
 Set objectives are achieved on time (O'shaughnessy, 2014).
Dis-advantages:
 People ignore the product and services advertisement many times on bording, hording
etc.
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Customers needs are not satisfied as they focus more on advertisement of the product and
services.
4.3 Analysis and implementation of marketing strategies
Marketing strategies are long term forward looking approaches in order to attain
sustainable competitive advantages in the neck to neck competition. Total Marketing Solutions
adopts marketing strategies and their implementation are explained as follows:
Product: Product are designed as per the market needs. This helps to better understand
the amount of resources required and human assets to frame the product. By implementing this
marketing strategies on continuous basis then firm can capture huge market ratio as well as huge
profit can be gained respectively.
Price: The cost of the product are designed as per market demand. TMS fluctuate the
prices of the product or services as per the customer preferences. By implementing effectively
this in the working premises then-set objectives can be attained in the competitive market place.
The resources and management needed are calculated by prices of the goods and services.
CONCLUSION
From the above report it has been concluded that it is necessary for the organisations to
formulate effective strategies and gains competitive advantage over its rival companies.
Therefore it has been concluded that strategic marketing plays a important role in the
organisations as it helps in proper analysing of the internal and external environment and
therefore leads the form to develop clear objectives and develop effective strategies in order to
attain the same. It also determines with the help of strategic planning organisation can choose
the most effective strategy and leads to success of the business in the complex dynamic
environment. In addition to this, it has also been analysed that PESTLE and SWOT analysis is he
most effective tool which the organisations uses in order to analyse the internal and external
environment and formulates effective strategies for the company.
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REFFERENCES
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ONLINE
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How to Develop Marketing Strategy, 2018. [Online]. Available
Through<https://www.business2community.com/marketing/develop-marketing-
strategy-01997684>.
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