The Role of Strategic Marketing in an Organisation
Added on 2021-02-19
16 Pages4861 Words19 Views
Strategic Marketing
Table of ContentsINTRODUCTION...........................................................................................................................1Activity 1.........................................................................................................................................11.1 Role of strategic marketing ..................................................................................................11.2 Relationship between corporate and marketing strategy .....................................................21.3 Development of Marketing Strategy ...................................................................................33.1 Decisions and choices at corporate level ............................................................................43.2 How decision influences marketing at business and functional levels ...............................53.3 Approaches to competitive positioning ................................................................................5Activity 2.........................................................................................................................................62.1 Approaches to internal environmental analysis ...................................................................62.2 Approaches to external environment analysis ......................................................................72.3 Integration of internal and external analyses .......................................................................8Activity 3.........................................................................................................................................94.1 Strategies that contribute to business competitive advantage ..............................................94.2 Market communication Strategies ......................................................................................104.3 Analysis and implementation of marketing strategies .......................................................11CONCLUSION..............................................................................................................................11REFFERENCES............................................................................................................................12.......................................................................................................................................................13
INTRODUCTIONStrategic Marketing is the process or the way in which firm formulates effective plan ofaction to render products and services effectively to the consumers and thereby differentiatesitself from its competitors. It is a long term approach in which managers of the organisation doappropriate 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 gainscompetitive advantage in comparison to its rival companies and provides better services to thecustomers. This report is based on Total Marketing Solutions which provides assist advice tothe organisations and assist them in developing the strategic marketing plans. The project willthrow highlights on the importance and the role that strategic marketing plays withinorganisation 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 analyseapproaches to competitive positioning of organisations. Moreover , it also evaluates theapproaches to internal and external environment analysis. Further more, it also analysesmarketing strategies that can be framed and so as to properly utilise the resource and conductsthe business activities in proper manner (Vellas, 2016). Activity 11.1 Role of strategic marketing Strategic Marketing is determined to the process of developing effective strategy by properlyanalysing the internal and external environment analysis so as to offer attractive services to theconsumers and creates a positive differentiation over its competitors through consumersperspective. Therefore strategic marketing plays a important role within the organisation,discussed as follows-Helps in Establishing Clear Marketing Objectives- Strategic marketing helps indeveloping the most appropriate strategy by analysing the internal and externalenvironment. Therefore which assist in framing of clear marketing objectives which aremeasurable and could be achieved within a specific time frame. This assist the respectiveorganisation to frame and attain specific clear objectives and gain competitive advantageover its rival companies (David and David, 2013). 1
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