This report provides a detailed analysis of Airdri's strategic marketing plan, focusing on its corporate and business strategies. It begins with an introduction to strategic marketing and the chosen firm, Airdri, a manufacturer of hand dryers. The report delves into Airdri's history, its founding, and its position in the market. It then explores the concepts of corporate and business strategy, outlining their meanings and importance. The report examines the Segmentation, Targeting, and Positioning (STP) model, illustrating how Airdri can use it to achieve its objectives. Furthermore, it discusses the marketing mix model (4Ps: Product, Price, Place, and Promotion) and how Airdri can leverage it to increase growth. The report concludes by summarizing the key findings and emphasizing the importance of strategic marketing planning for business success. The analysis is supported by relevant academic references.
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