Ashanti Marketing Solutions: Strategic Marketing & IT Services

This report provides a strategic marketing plan for Ashanti Marketing Solutions as they expand into IT consultant services, particularly in China. It examines the standardization and adaptation of the marketing mix, applies the Customer Based Brand Equity (CBBE) model to build a strong brand, evaluates integrated marketing communications (IMC) methods, and assesses how to measure marketing success in this new market. The plan focuses on product, price, place, promotion, physical evidence, process, and people, with considerations for demographic, geographic, and behavioral market segments. The report concludes with recommendations for achieving sales targets, increasing market share, and improving profitability through effective marketing strategies and customer satisfaction. Desklib offers a wealth of similar solved assignments and study resources to aid students in their academic pursuits.

Strategic Marketing

EXECUTIVE SUMMARY
Strategic marketing is wider aspects that use by organization for the purpose running their
business and managing all functions. To increase organizational sale and productivity there
is need to have proper planning and strategies that supports businesses to grow
continuously and managing performance. The current report based on marketing mix and
strategic plan of Ashanti Marketing Solutions that has decided to include IT consultant
services as customer is demanding that can help to develop organizational performance and
image.

Table of Content
• Introduction
• What extent should the different elements of the marketing mix be standardised or adapted
for your chosen country.
• Applying the Customer Based Brand Equity model, critically analyse how your client could
build and manage a strong brand in this new market
• Applying the concept of integrated marketing communications (IMC) critically evaluate
three effective marketing communication methods
• Critically assess how your client could measure its marketing success in this market and
how it could improve in the future
• Conclusion
• References

Introduction
Strategic marketing is continuous process of making right
business decision as it involve market research introducing
products and selling to customers who need this, help to run
a business effectively. This is the use of marketing
principles and disciples uses by corporation to achieve goals
and maintaining sustainable competitive advantages. This is
important for each organization to understand marketing
changes and introduce products accordingly, that can help
to provide the competitive advantages.

The various aspects of the marketing mix be standardized
or customized for the country.
To operate a business in changing
environment market analysis is considered
as important practice that used by
management for deciding what type of
business should be started and how it can be
continues for long period of time. Once
business has been started then requiring
formulating new strategies and planning that

Standardization Continue
The new products/services introduced by Ashanti Marketing Solution
Ashanti Marketing Solution is medium size organization that offers different
kind of services and now planning to provide IT consultant services in China
that might be affected the business. To grow a business and managing all
functions there is need to follow strategic marketing plan that can help to
increase business performance in changing environment. The marketing mix
in relation to Ashanti Marketing Solution is used by management that is
explained below:

Standardization Continue
The marketing mix in relation to Ashanti Marketing Solution is used by
management that is explained below:
• Product
• Price
• Place

Standardization Continue
• Promotion
• Physical evidence
• Process
• People

Market segment
This structure is used by corporation for segmenting marketing in to different
groups and influencing customers that supports to develop organizational
performance. The market segment of Ashanti Marketing Solution classified
below:
• Demographic
• Geographic
• Behavioural:

Applying the Customer Based Brand Equity model
CBBE model is brand equity model that uses by
company to develop organizational success by delivering
good level of attitude to customers and services. The
CBBE model in relation to Ashanti Marketing Solution
where it provides IT consultant services in China is
defined below:

CBBE Continue..
• Brand identity
• Brand meaning
• Brand Response
• Brand Resonance