Marketing Strategy Memo: Analysis of AAA Marketing Program

This report is a marketing strategy memo analyzing the marketing program of AAA company. It outlines key marketing goals, including increasing brand awareness, market share, and sales. The memo explores various strategies to achieve these goals, such as leveraging social media, sponsoring events, and employing traditional advertising methods. It also delves into the importance of marketing research, detailing the steps involved in defining problems, developing research plans, collecting and analyzing data, presenting findings, and making decisions. Furthermore, the memo discusses marketing metrix, focusing on strategies to quantify and interpret marketing performance across industry, product, competence, market segment, and geographical aspects. The report provides a comprehensive overview of marketing strategies, research methods, and performance metrics to enhance the company's success.

Marketing Strategy Memo 1
MARKETING STRATEGY MEMO
by [Name]
Course
Professor’s Name
Institution
Location of Institution
Date

Marketing Strategy Memo 2
EXECUTIVE MEMO
DATE: October 30, 2017
TO: Mr. Jim Smith, Chief Marketing Officer, AAA
RE: AAA Marketing Program Analysis
Hello, consider the following general goals the company should focus on to meet its
developmental objectives.
Marketing goals
Build-increase awareness of the company
According to Tsimonis and Dimitriadis (2014), this company can adopt different
strategies to market its brands to the world. These strategies can include, , creating social media
presence, sponsoring public events, leveraging the web, advertising using traditional methods, ,
and displaying our products in prominent stores. Since many people use social media, creating
social media pages such as Facebook and Instagram will help reach many people all over the
world. Besides, sponsoring events such as sports will enable many people to be aware of the
company and its products. Moreover, being that many people are committed, using traditional
advertising methods such as print media and television will help reach majority of people.
Increasing market share
This company can increase its market share by acquiring competitors, engaging in smart
hiring practices, strengthening customer relationships, and fostering innovation in carrying out
activities (Ghosh 2004). As such, the company will control the bigger part of the market.

Marketing Strategy Memo 3
Increase sales, revenue, and profits
In order to increase sales, the company can focus on increasing the number of customers.
This is achievable by diversifying product-line to get more customer base. Additionally, revenue
and profits can increase by increasing the average transaction size. Furthermore, the company
can slightly increase price of its products and increase the frequency of transactions per customer
to maximize on profits.
Marketing research
According to Keller and Kotler (2006), marketing research is a systematic designing,
collecting, analyzing, and reporting of data findings applicable to a specific marketing situation
facing a company. Moreover, Kotler and Keller (2014) identifies the six steps which the
company can adopt include; defining the problem. This involves specifying decision alternatives.
Step two entails developing a research plan such as sources of data, approach of the research,
research instruments, plan of the sampling and contact methods. The next step involves
collecting information on the specific marketing problem or objectives to be achieved. The
fourth step entails analyzing the collected information to find out whether they are in-line with
the objectives. Step five involves presenting the findings to the management of the company.
This will help chose the best alternative. And finally, step six involves making the decision by
implementing the best alternative.
Marketing Metrix
This refers to strategies that helps companies to quantify, make a comparison, and
interpret performance of the marketing approach. The company can adopt strategies in the
industry, products and applications, competence, market segment, vertical and geographical

Marketing Strategy Memo 4
(Kotler and Keller 2014). To improve performance, the company can consider focusing on
providing services, goods and services and other industrial goods to widen the market share.
Improving the competence of the company can take the direction improving creativity and
innovations in service delivery. Besides, the company can segment the markets so that products
provided suit that particular market to increases productivity. It will also help use pricing
strategies such discriminatory pricing in different markets to achieve it revenue goals. All in all,
the company can diversify the range of products so that many customers get attracted to the
company. As such, the company will realize increase in sales and also stay afloat during peak
and off-peak seasons in the market. In addition, the company should consider expanding to other
geographical areas to as to reach a broad customer base.

Marketing Strategy Memo 5
References
Ghosh, A., 2004. Increasing market share as a rationale for corporate acquisitions. Journal of
Business Finance & Accounting, 31(1‐2), pp.209-247.
Kotler, P. and Keller, K.L., 2014. Marketing management. [Online] Available at:
<http://socioline.ru/files/5/283/kotler_keller_-_marketing_management_14th_edition.pdf >
[Accessed Oct. 30, 2017]
Keller, K.L. and Kotler, P., 2006. Holistic marketing. Does marketing need reform, pp.300-
305.Tsimonis?
Sons.G. and Dimitriadis, S., 2014. Brand strategies in social media. Marketing Intelligence &
Planning, 32(3), pp.328-344.