Report: Marketing Strategy Analysis for Eastern Valley Chemical Ltd

This report provides a comprehensive analysis of the marketing strategy employed by Eastern Valley Chemical Limited, a leading European brand specializing in private label laundry detergents. The report begins with an executive summary outlining the company's objectives and the scope of the analysis. It then delves into a situational analysis, utilizing PESTEL and SWOT frameworks to assess the external and internal environments, respectively. The report identifies the company's competitive advantages, including its unique selling proposition (USP) of offering quality products at affordable prices. Furthermore, the report evaluates the company's current marketing strategy, including pricing and promotional tactics. The second part of the report focuses on segmentation, targeting, and positioning (STP) strategies, along with the development of SMART objectives and recommendations for improvement. The report concludes with a summary of marketing strategies and a conclusion that synthesizes the key findings and recommendations. The report aims to provide insights into Eastern Valley Chemical's market position and suggest strategies for future growth and success.

Marketing
Strategy

EXECTIVE SUMMARY
Marketing strategy is a business's overall framework that will help a company in
identifying and reaching to its potential target audiences and also help them in converting those
into a customer of product or service that they are providing for main purpose of generating
profit and fulfilling customers need as well as requirement. This report is based on and
organization i.e. Eastern Valley Chemical limited that is one of the well-known and leading
brand of Europe that manufacture laundry detergent of private label and they want to analysis
there market position for which they develop marketing strategy. For which they develop
marketing strategy through various activities such as conduct market analysis through SWOT
and PESTEL, identifying competitive advantage by using identifying USP. They also conduct
STP analysis so that they can know about their potential customers.

Table of Content
INTRODUCTION ..........................................................................................................................................4
PART 1.........................................................................................................................................................4
Situational analysis .................................................................................................................................4
Competitive advantage............................................................................................................................7
Evaluation of current marketing strategy................................................................................................7
PART 2.........................................................................................................................................................8
Segmentation Targeting & Positioning ...................................................................................................8
Development of SMART Objective and recommendation ......................................................................9
Marketing Strategies .............................................................................................................................11
CONCLUSION ............................................................................................................................................12
REFRENCES ................................................................................................................................................13

INTRODUCTION
Marketing strategy refers to a business's overall guideline or framework which is adopted
by a company in order to reach potential target audiences and converting them into customers of
the product or service which is provided by company in order to generate profit as well as market
shares. It is generally a long-term process which helps a firm in looking forward for conducting
planning in order to attain fundamental goal of achieving competitive advantage at a specific
market. Mainly marketing strategy of an organization is depends upon four P’s of marketing i.e.
products, price, place and promotion (Baker, 2014). Organization taken for this assignment is
Eastern Valley Chemical limited which is one of the leading brand of Europe that conducting its
business in manufacturing private label laundry detergent. Along with this respective company is
operating its function of formulation as well as production of best quality laundry care products
from 25 years. Topics included in this report are analysis of market and situation by conducting
SWOT and PESTEL, competitive advantage of respective company and current market strategy
of company for achieving goal. Moreover it will also include STP of company which helps them
in identifying target market as well as it mentioned objective of respective company.
PART 1
Situational analysis
Situation analysis is considered as a collection of various methods which is used by
managers of an organization in order to evaluate as well as analyze internal and external
environment (Kumar and Rajan, 2012). Moreover, by this manager also able to understand their
capabilities, target customers and business environment. For which they can adopt various
methods that help them in evaluating internal and external environment. In context of Eastern
Valley Chemical limited they adopt PESTEL analysis in order to conduct external environment
analysis and SWOT analysis for internal environment, which explanation is given below:-
PESTLE- It refers to a framework or technique which is used by marketers or an organization in
order to analyze as well as monitor macro-environmental factors which is affecting operations
and functions of a company.

 Political Factors: Political factor directly and indirectly impact on profitability ratio as
well as survival of a company. This include various other factors like tax policy, foreign
trade policy, corruption, labour law, environmental law and many more which is
necessary to consider for each and every company while developing strategy and
policies. In context of Eastern Valley Chemical limited they consider these factors while
developing decision and strategy so that they can operate its business function in Europe
in proper and effective way. Along with this they also update their strategies according to
change occur in respective factor.
 Economic Factors: This factor includes economic growth, inflation rate, exchange rate,
interest rate, disposable income, unemployment rate and many more. These factors
indirectly and directly impact on business operations and functions because buying or
purchasing powers of customers are linked to this. So it is necessary for an organization
to develop strategy according to economic condition of customers, country as well as
company (Kumar and et.al., 2013). In respect of respective company they must consider
economic condition of their country as well as themselves so that they can design proper
decision. This is so because if they offer expensive products at market which economic
condition is poor then customers not able to afford it due to which company way face
decline situation. Social Factors: This is most rapid changing situation which will impact on decision
making of a company. It will include income, age distribution, growth rate, career
attitude, health consideration, lifestyle, culture and so on. For a company it is necessary
to update themselves according to trending situation because customers are more
attracted to new, creative and innovating products and services. In respect of Eastern
Valley Chemical limited they must conduct market analysis con regular basis so that they
can update or develop their products according to need and demand of customers.
Through this they also able be enhance their profitability and market shares by attracting
as well as retaining them for long time.
 Technological Factors: This factor refers to the innovation which will occur in
technology and that will improve operation functions of a company. In today’s time
customers are more attracted towards new technological products so it develop

opportunities for a company to attract customers as well as it will also help a company in
improving their working condition and make process more easy and effective (Lusch and
Vargo, 2014). In context of Eastern Valley Chemical limited they should conduct market
evaluation and adopt new technology through which they able to manufacture laundry
detergent in effective way which produce less or minimum wastage.
 Environmental Factors: It is necessary for a company to develop their products and
services by considering environment and society. Along with this there are various rules
and regulation which are developing by government in order to improve as well as
maintain effective environmental condition (Kapferer and Bastien, 2012). For this
company also need to conduct CSR activities (Corporate social responsibilities) which
are related to society and environment. In respect of respective company they must adopt
that manufacturing process which generates less pollution and waste material.
 Legal Factors: It include various rules and regulations which are develop government of
country such as copyright law, customers protection laws, antitrust laws, discrimination
laws, employment laws, patents laws, health and safety laws and many more. It is
essentials for a company to adopt these so that they can operate their business operation
in effective as well as legal manner. In respect of Eastern Valley Chemical limited they
must adopt and follow all legal practices which are developed by government so that they
can operate its business function in smooth as well as appropriate way in all over Europe.
Along with this it will also help respective company in develop strategies and plans
within legal boundaries that leads to attainment of objective and goal.
SWOT- It refers to a strategic planning method that is adopted by a firm or an individual in
order to identify and understand strengths, weaknesses, opportunities, and threats so that they can
develop strategies accordingly for gaining competitive advancement (Gilligan and Hird, 2012).
These regulations will help them in conducting their operations in more effective ways. In
respect of Eastern Valley Chemical limited they are operating its business in Europe so it is
essential for them to adopt and follow each and every legal practices of respective place that will
help them in operating their functions in smooth as well as effective manner.
Strength Weakness

 Respective company provides quality
products to their customers at
affordable price.
 Eastern Valley Chemical limited is
one of the leading and famous brands
of Europe.
 Respective company has loyal
customers from approx 25 years.
 Promotional channel of Eastern Valley
Chemical limited is very strong which
attract more and more customers.
 Market is becoming mature due to
which customers wants that respective
company must come up with new
innovative idea.
 There are various local detergent
company are there in market which
offer detergent at low price which
impact on Eastern Valley Chemical
limited.
 Respective company products contain
less biodegradable compounds.
Opportunities Threats
 Eastern Valley Chemical limited must
grow their market at world wide level
which helps them in earning more
profit and market shares (Eggers,
Hansen and Davis, 2012).
 Respective company may also
introduce or launch new and
innovative products such as natural
wash detergent and many more.
 One of the major threat faces by
Eastern Valley Chemical limited is
their competitors such as Sechelle
Ltd., Talbot chemical ltd and many
more.
 Along with this there are various face
companies in market which
manufacture fake products and sell it
with respective company. That will
decrease market value of company.
Competitive advantage
An organization may gain competitive advantage at a market place through its USP i.e.
unique selling proposition. USP is also known as unique selling point which refers to a factor
that help a company in differentiae its products and services from competitive company such as
low cost, highest quality goods, first-ever product and many more. This unique selling point
attracts customers and encourages them to purchase thing. Along with this it will also helps an
organization in retaining customers for a long time through which they able to gain more and
more profit (Foxall, 2014). In context of Eastern Valley Chemical limited, their unique selling
proposition is that they offer quality products at affordable price along with this they also
provide discount and some offers on regular basis. Such as extra 20 %, buy 1 get 1, buy 2 get 15
% discount and so on those which they able to attract as well as retain customers for a long
duration.
Evaluation of current marketing strategy
Marketing strategy refers to business plan which is adopted by a company in order to
attract more and more customers which help them in attaining their goal as well as objective in

proper way. In respect of Eastern Valley Chemical limited, they manufacture laundry detergent
and sell it in Europe (Baker and Saren, 2016). The marketing strategy which they are currently
using is that they develop or manufacture products according to need, requirement and trends
according to customers so that they get attracted and encourage buying products. Along with this
current pricing strategy adopted by respective company is premium pricing method and
psychological pricing method.
PART 2
Segmentation Targeting & Positioning
It refers to a process which is adopted by a company in order to identify appropriate
customers for products and services as well as positioning strategy which attract more and more
consumers. Through effective and proper segmentation, targeting and positioning a company
may earn more and more profit and market share. Along with this it will also help in identifying
better opportunities for a business operation that leads to increment in competitive advancement.
Explanation of segmentation, targeting and positioning in respect of Eastern Valley Chemical
limited is mentioned below:-
 Segmentation: It refers to process in which whole big potential area, location or markets
are divided into specific portion according to the products and services offer by brand.
Through evaluating diverse segments an organization management able to develop their
targets which they want to achieve in coming years. There are major four type of market
segmentation i.e. demographic, behavioral, psycho-graphic and geographic (Piercy,
2014). It is essential for a company to identify appropriate segment for their products and
services so that they sustain in marketplace for a long time with high market shares. In
context of Eastern Valley Chemical limited they segment their market on the basis of
demographic and psycho-graphic. This is so because they are generally targeting
housewife or maid from aged 18 to 70 who belongs to middle or higher middle or higher
income group peoples. Along with this they are also offer bio and non bio laundry
detergent which is according to need as well as requirement of their target customers.
 Targeting: It refers to a method in which a company selects their potential customers to
whom they want to offer products or services in order to attain goal. Targeting strategy

include segmentation of market and identifying which segment of market is appropriate
for their offerings after which they decide products and services that can be offered in
specific segment of market (Christopher, Payne and Ballantyne, 2013). In context of
Eastern Valley Chemical limited they divide or target middle, higher middle and higher
class housewife or maids which use laundry detergent for washing cloth. Along with this
they are targeting both urban as well as rural area peoples who can afford their products.
 Positioning: It refers to technique which is adopted by a firm in order to place or create
brand image and name in the minds of their potential customers and how they will
distinguished respective company products from its competitor’s offerings. For this an
organization may adopt various methods such as attractive packaging, products type,
introduce offers or discounts and many more. Through this they able to attract customers
and create image of their brand in the mind of target consumers. In respect of respective
company they offer variety of high quality products at affordable price which help them
in attracting customers from all over Europe and retain them for a long time.
Development of SMART Objective and recommendation
SMART objective refers to a term whose acronym stands for Specific, Measurable,
Acceptable, Realistic and Time-bound that helps a company in attaining their goal and objective
in effective manner (Kingsnorth, 2019). Along with this, through this management of a company
able to develop proper strategy as well as policies through which achieve objective successfully.
It is essential because through it an organization able to understand reliability as well as
measurability of a particular objective which they want to attain and they also able to know how
much time required to achieve specific objective appropriately. SMART objective which is
developed by management of Eastern Valley Chemical limited are describe below:-
SMART Objective:-
The Eastern Valley Chemical limited is of the famous European brand of laundry
detergent which is operating its business activities and functions form last 25 years. And they are
developing SMART objective for expanding its business in Africa with same products range
which they are offering in Europe. They plan to do this because day by day goodwill and brand

presence of respective company is getting increased. Objective to expand business in Africa is
described as SMART objective in given way:-
 Specific: Eastern Valley Chemical limited wants to expand its business in Africa with
their products which they offer in Europe and they want to achieve it in within 2 years.
 Measurable: It can be measurable because day by day respective company is enhancing
its goodwill and customers base which develop a good opportunity for them to expand in
new area (Hunt, 2014). For this they need to hire more experienced and skilled staffs of
respective country where they want to expand because it will help them in understanding
customers thinking and requirement more appropriately. Along with they also need to
conduct market analysis in order to know demand, requirement and need of specific
country.
 Acceptable: This restive SMART objective of Eastern Valley Chemical limited is
acceptable because peoples of Africa are very innovative and are more attracted toward
new things so it is opportunity for respective company to expand its business and attract
potential customers there. Along with this market experienced of 25 years at Europe also
help respective company in establishing their business operations as well as function at
Africa.
 Realistic: It is possible for respective company to attain SMART objective of expanding
business at Africa in 2 years because they have very skilled as well as knowledgeable
employees which help them in attaining goal (Thackeray, Neiger and Keller, 2012).
Along with this respective company also have very large customers base and goodwill
which will also seems as and opportunities.
 Time-bound: Time duration required by Eastern Valley Chemical limited in order to
expand its business operations in Africa is 2 years. In two years they hire skilled as well
as experienced employees of Africa which help them in developing business strategies
for developing business in proper and successful way.
For attaining SMART Objective developed by Eastern Valley Chemical limited there are
some recommendation which help them are they must conduct market analysis of respective

country so that they can identify need, requirement and behavior of customers. This will help
them in developing strategies and plans. Along with this they should launch their products with
strong promotion so that they can build strong image of brand in the mind of customers.
Marketing Strategies
Marketing strategy of a company can be developed and identified by various tools and
techniques such as marketing mix. Marketing mix refers to a foundation technique of a business.
Its main objective is to identify and pursue marketing objectives of a company in a particular
target market (Papadopoulos and Heslop, 2014). There are generally 4 P’s of marketing mix
which identify marketing strategy of an organization i.e. product, price, place and promotion. But
now it is get expand with 7 P’s which include process, physical evidence and peoples. In respect
of Eastern Valley Chemical limited analysis of 4 P’s of marketing mix is given below:-
 Product: Eastern Valley Chemical limited offer variety of products related to detergent
such as laundry detergent liquid, fabric conditioners, detergent for washing machine,
power laundry detergent, liquid destainers, liquid alkali boosts, laundry emulsifiers and
starch. These products variety also available in different different types such as bio, non
bio, for high temperature, low temperature and many more.
 Price: pricing strategy adopted by respective company is premium and psychological
strategy which based according to economic condition or buying power of consumers of
products offer by Eastern Valley Chemical limited.
 Place: The respective company is offering their products at almost all small and big
stores of Europe. This is so because by this strategy they able to visible to customers
everywhere that develop brand image in the mind of customers as well as they also get
encouraged to buy it according to requirement.
 Promotion: Promotional technique used by respective company is based on print media,
social media and digital media. Along with this they are targeting house wife and maids
so they adopt mostly newspaper, television, social media like facebook, twitter, instagram
etc., radio and so on (Christopher and Peck, 2012). Through this respective company able
to reach its potential customers and aware them about product so that they convince to
buy it.

Moreover, along with these marketing strategies Eastern Valley Chemical limited can also
adopt various other marketing methods such as conducting CSR activities (corporate social
responsibilities) so that they enhance their goodwill and create positive image, they can also
introduce discounts or offers on regulars basis which catch the eyes of potential customers and so
on.
CONCLUSION
From above discussed it can be conclude and evaluate that it is necessary for a company
to develop appropriate marketing strategy so that they can operate their business functions in
proper manner. This is so because through it they able to develop a whole business plan that help
them in conducting activities in order to attain goal. This business plan or guideline include
various procedure such as analysis of market in order to identify potential customers as well as
market where company may offer its products and service in order to gain profitability. For
developing effective marketing strategy an organization need to conduct various things such as
market analysis through SWOT and PESTEL. Identification of USP in order to gain competitive
advancement as well as company also needs to conduct current marketing strategy of a company.
Along with this an organization conducts STP analysis so that they can identify their potential
customers so that they can develop SMART objective for them which help them in increasing
their sales and profitability ratio.

REFRENCES
Books and journals
Baker, M.J., 2014. Marketing strategy and management. Macmillan International Higher
Education.
Kumar, V. and Rajan, B., 2012. Social coupons as a marketing strategy: a multifaceted
perspective. Journal of the Academy of Marketing Science. 40(1). pp.120-136.
Kumar, V., and et.al., 2013. Practice prize winner—creating a measurable social media
marketing strategy: increasing the value and ROI of intangibles and tangibles for
hokey pokey. Marketing Science. 32(2). pp.194-212.
Lusch, R.F. and Vargo, S.L., 2014. The service-dominant logic of marketing: Dialog, debate,
and directions. Routledge.
Kapferer, J.N. and Bastien, V., 2012. The luxury strategy: Break the rules of marketing to build
luxury brands. Kogan page publishers.
Gilligan, C. and Hird, M., 2012. International marketing: strategy and management (Vol. 17).
Routledge.
Eggers, F., Hansen, D.J. and Davis, A.E., 2012. Examining the relationship between customer
and entrepreneurial orientation on nascent firms’ marketing strategy. International
Entrepreneurship and Management Journal. 8(2). pp.203-222.
Foxall, G., 2014. Corporate Innovation (RLE Marketing): Marketing and Strategy. Routledge.
Baker, M.J. and Saren, M. eds., 2016. Marketing theory: a student text. Sage.
Piercy, N., 2014. Export Strategy: Markets and Competition (RLE Marketing). Routledge.
Christopher, M., Payne, A. and Ballantyne, D., 2013. Relationship marketing. Routledge.
Kingsnorth, S., 2019. Digital marketing strategy: an integrated approach to online marketing.
Kogan Page Publishers.
Hunt, S.D., 2014. Marketing Theory: Foundations, Controversy, Strategy, and Resource-
advantage Theory: Foundations, Controversy, Strategy, and Resource-advantage
Theory. Routledge.
Thackeray, R., Neiger, B.L. and Keller, H., 2012. Integrating social media and social marketing:
a four-step process. Health promotion practice. 13(2). pp.165-168.
Papadopoulos, N. and Heslop, L.A., 2014. Product-country images: Impact and role in
international marketing. Routledge.
Christopher, M. and Peck, H., 2012. Marketing logistics. Routledge.