MKT 4131 - Strategic Marketing Plan for ESW Cleaning Products

This report offers a comprehensive strategic marketing plan developed for ESW, a UAE-based household cleaning products manufacturer. The plan begins with an executive summary and introduction, outlining the competitive global marketing environment and the report's objectives: to examine ESW's current strategies and recommend improvements for long-term success. The report includes detailed information about the company, its products, and its SMART objectives, setting specific, measurable, achievable, relevant, and time-bound goals for market share, sales, customer satisfaction, and revenue. The report provides an analysis of strategic and tactical changes to the current marketing strategy, including expansion into Southeast Asian countries and the adoption of digital and social media marketing. It then evaluates the benefits and potential problems associated with these changes. The internal environment is examined using tools such as the value chain, key success factors, the Ansoff Matrix, and TOWS analysis. The report details the firm's value chain, highlighting primary and support activities, and identifies key success factors such as financial capabilities, brand strength, product value, customization, and moderate pricing. The Ansoff Matrix is applied to guide ESW's growth strategies, and the report includes a marketing strategy timeline, marketing mix, and control mechanisms. Finally, the report evaluates ESW's strategic position and offers concluding remarks.

Running head: MARKETING
MARKETING
Name of the Student
Name of the University
Author Note

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Executive Summary
The marketing management can be considered to be an effective part of the enterprise and global
trade. In association with this, it can be considered to be very effective for the different
enterprises to see to it that they are successfully being able to engage in effective planning and
initiatives. In association with this, the given marketing plan focuses on the marketing strategy
and growth development for ESW, a firm in UAE. The firm has set out a marketing plan
accordingly and provided certain expansion strategies as well.

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Table of Contents
Executive Summary.........................................................................................................................1
Introduction......................................................................................................................................3
About the company..........................................................................................................................3
SMART Objectives.........................................................................................................................4
Strategic and tactical changes to current marketing strategy...........................................................4
Tactical changes...........................................................................................................................5
Benefits and problems of changes...................................................................................................5
Internal environment analysis..........................................................................................................6
Value chain......................................................................................................................................6
Key Success Factors........................................................................................................................8
Ansoff Matrix strategy.....................................................................................................................9
Market Development.................................................................................................................11
Diversification...........................................................................................................................11
TOWS............................................................................................................................................12
Marketing strategy timeline and actions........................................................................................13
Marketing mix...............................................................................................................................14
Control mechanisms required........................................................................................................16
Evaluation of organizations strategic position (SAF)....................................................................16
Conclusion.....................................................................................................................................18

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References......................................................................................................................................19

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Introduction
The global marketing and strategic business environment can be stated to be highly
competitive in nature and it is in relation to this that all enterprises present in the global trade
wold be required to undertake a number of initiatives and programs with the help of which they
will successfully be able to engage in successful outcomes (Aguinis, Edwards and Bradley
2017). Hence, in pursuit of this, the main aim of the report is to examine the current strategy
which is undertaken ESW cleaning products and recommend certain marketing and strategic
initiatives which can be undertaken by them in order to ensure long term success. In association
with this, the report will follow a structured format whereby aspects like the Strategic Objectives,
Benefits of recommended strategies along with the internal environment analysis of the firm will
be undertaken. Control and evaluation techniques will also be provided.
About the company
The ESW can be stated to be a pioneer in the household cleaning products in the United
Arab Emirates. The company believes that the best household items as well as the household
appliances make the home very comfortable. Hence, in consideration with this, the ESW offers
the most reliable, efficient and versatile household cleaning products. In consideration of this, it
is appropriate to state that ESW is one of the largest manufacturers and suppliers of various
household cleaning products such as the sponge scourers, scouring pads, car wash sponges and
the bath sponges (ESWhome.com 2020). In consideration with this, they manufacture easy
household items like comforters, mattresses, beach beds and pillows. The company is present in
the UAE since the past three decades of experience in the manufacturing of best household

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cleaning products. The brands of the firm like the Super Spongex and Suprex sell worldwide.
The brad also manufactures private label products for many retail chains and supermarkets.
The firm offers customized products of various qualities, sizes as well as shapes which
helps in meeting the requirements and prices accordingly. The firm aims to provide best quality
services at extremely competitive prices.
SMART Objectives
The objectives of the firm are as follows:
 The enterprise aims to attain a global market share of 30% over the coming 3 years
 The enterprise aims to sell 10000 units of each product every month in the coming 3
years
 The enterprise aims to improve its customer satisfaction index rate by 30% in the coming
2 years
 The enterprise also aims to ensure that it will successfully be able to double its revenue in
the coming three years
Strategic and tactical changes to current marketing strategy
Strategic changes to marketing strategy
The strategic changes to the marketing strategy can be described as the long term changes
to the strategy in order to ensure an improvised strategic direction. The enterprise has aimed to
make the following changes to its marketing strategy:
 The firm aims to expand its operations and intends to expand into South East Asian
countries (Ansoff et al. 2018)

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 The firm intends to develop a website which shall encourage e-shopping
Tactical changes
The tactical changes can be essentially mentioned to be short term changes which are
generally focused on changing the means and methods as adopted by the enterprise in order to
ensure successful competition and related activities. In consideration of this, the tactical changes
to the marketing strategy of ESW can be mentioned to be as follows:
The firm aims to adopt the social media strategy to advertise its products. The firm has
intended to target the websites such as the Facebook, Instagram and Twitter to promote its goods
(Engert, Rauter and Baumgartner 2016).
Additionally, the firm also aims to adopt the digital marketing strategy whereby it intends
to adopt and make use of the different digital media avenues such as YouTube to share product
uses and encourage bloggers to post about it.
Benefits and problems of changes
As witnessed from the above analysis, the different changes which the firm intends to
undertake can be mentioned to be the changes in the marketing strategy with respect to the
adaptation of the social media and the digital strategy. In association with this, the firm also
intends to go online and expand to the south East Asian countries (Hitt and Duane Ireland 2017).
In consideration to this, the benefits of these changes can be mentioned to be as follows:
 The firm will be able to earn a higher amount of revenue as the South East Asian markets
hold considerate potential and in association with this, this will be very helpful for them
and shall assist them in increasing their overall market share (ESWhome.com 2020).

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 Moreover, it will help them to serve a large consumer base. As the firm intends to go
online and engage in a sound social media strategy, it will be able to engage in effective
profit and increased brand image
However, the implementation of these strategies shall also have certain side effects for the
organization which can be described to be as follows:
 Different markets have different demands and the enterprise, ESW may find it very
difficult to engage in effective skills which shall assist in attaining goals of the firm.
 In association with this, expanding online has various costs as well which may not be as
profitable in the long run.
 The political and legal scenario of each country has to be abided by accordingly.
Internal environment analysis
In this section, the internal environmental analysis of ESW will be undertaken by making
use of a variety of tools such as the Value chain, Key success factors, the Ansoff Matrix and the
TOWS.
Value chain
The value chain analysis can be described as a critical tool which is essentially made use
of by an enterprise in order to gain an understanding of its overall internal operations and the
means used by the enterprise to engage in long term success (Haider et al. 2017). In association
of this, the value chain of the firm can be mentioned to be as follows:

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Figure 1: The Value chain model
(Source: Ginter, Duncan and Swayne 2018 )
The primary activities of the enterprise can be described as those goods and services
which assist in ensuring that, the overall activities like the Logistic activities along with the
Marketing activities can be carried out adequately. The inbound logistics of the firm can be
mentioned to be the goods and services which enter into the firm in the form of the raw materials
(Hitt, Ireland and Hoskisson 2016). The operations can be mentioned to be the regular operations
which take place at the ESW which thereby assists in carrying out the production and marketing
activities easily. This is then followed by the outbound activities whereby the readymade
products get distributed to various retailers as well as supermarkets and hyper markets
(ESWhome.com 2020). With the help of this, the products of the enterprise get distributed in the
market and this assists in ensuring better and stronger operations. The marketing and sales
activities which are carried out by the different enterprises engage in making the product even
more popular and in consideration of this, the activities to promote the goods are undertaken.
Lastly, the post sales services and other such offer ae provided by the firm which assist in
ensuring that the customers are satisfied.

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The next activities which are undertaken by the firm can be mentioned to be the
secondary or the support activities. According to Ethiraj, Gambardella and Helfat (2018),
although the primary activities help in adding value to the procedure of production they are
overpowering the support activities. The competitive advantage of the ESW comes from the
technological improvements or the innovations which are decided upon by the business models
and the research procedures (Keegan 2017). Hence, the support activities such as the information
systems and the research and development activities along with the general management
activities are the primary source of development and differentiation. Hence, just like any other
competitive enterprise, even ESW engages in various primary and support activities to gain a
competitive advantage (Kotabe 2020).
Key Success Factors
 The key success factors or the critical success factors can be described as the aspects
which are integral in ensuring entrepreneurial success. These factors influence the
business operations to a great extent and also contribute towards ensuring that the
business is being able to attain its overall objectives in a successful manner and ensure
that the firm is being able to perform adequately well (Kotler et al. 2018). In
consideration of this, the Key success factors of the ESW can be mentioned to be as
follows:
 Financial capabilities: The financial capabilities of the ESW can be understood to be
essentially effective. In association with this, it can be mentioned that, the firm has been
operating in the UAE since the past thirty years and hence, has considerate access to a

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large number of financial and other strategic resources (Di Benedetto and Lindgreen
2018).
 Strong brand name in the UAE market: The firm has been the market leader since the
past thirty years and in association with this, the firm has a strong brand name and
reputation in the UAE market which acts as goodwill for it and helps it in performing
adequately well.
 Good product value: The products as offered by the enterprise can be mentioned to be of
an adequate value (Kotler et al. 2019). In regards to this, it has to be critically mentioned
that, the products which are sold by the firm are of extremely good quality and provide
adequate value to the customers.
 Customization available: The products of the enterprise are subject to considerate
customization and related facilities. In relation to this, it can be rightfully stated that, as
the products are available in various colours, sizes and types then in such a scenario this
offering acts as a key success factor and facilitates considerable sales in the enterprise
(Deepak and Jeyakumar 2019).
 Moderate prices: The prices as offered by the enterprise can be understood to be very
moderate in nature. With association to this, as the prices are quite moderate, this leads to
a good value proposition.
Ansoff Matrix strategy
The Ansoff Matrix strategy can be mentioned to be the Product or the Market expansion
Grid which can be stated to be a tool which is made use of by the various enterprises to plan their
growth. Hence, to guide the expansion of the ESW, the Ansoff Matrix is being applied. The

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Ansoff Matrix offers a four strategy structure to the enterprise which helps it to grow and
perform well.
Figure 2: The Ansoff Matrix
(Source : Ansoff et al. 2018)
This matrix was developed by the business manager Igor Ansoff and was published in
the Harvard Business in 1957. The Ansoff Matrix has assisted various marketers as well as the
leaders to undertake various risks as present in the market to understand the growth of the
business. The four Ansoff strategies are as follows:

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 Market Penetration: It helps in increasing the sales of the products in the existing market.
 Product Development: It helps in introduction of new products to the current markets.
 Market Development: This strategy helps the firm in entering into a new market by
selling its existing products (Chernev 2018).
 Diversification: This strategy is helpful in entering the new market with a new set of
products.
Market Development
The market development strategy of Ansoff Matrix tends to focus on the firm entering a
new market with the existing products. In consideration with this, the expansion into the new
markets may provide means of expansion into the new geographies, into new segment and
regions. However, this strategy is deemed to be successful only when the firm owns enough
resources to expand. In association with this, the firm has to ensure that, consumer behavior in
the new markets is appropriate and that they will be able to benefit from the organizational
activities accordingly (Chonko and Hunt 2018). Here the strategy can be carried out
successively only when the firm aims to cater to a different customer segment. In association
with this, the new domestic market and entrance into the foreign market can be carried out
accordingly. The enterprises, Nike and Adidas follow this strategy for expansion especially into
the Chinese market. ESW can make use of this strategy in order to see to it that, it is able to
expand into the South East Asian market so as to see to it that, the enterprise is being able to
expand its horizons and use its resources adequately (David and David 2016).

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Diversification
In the future, when the Market Development strategy is successful for the firm then in
such a scenario, the ESW can also apply the diversification strategy adequately. In association
with this, when the firm enters a new market with a new product, it undertakes a key risk and in
association with this, the firm is able to attain long term success in an adequate manner. Hence,
in association with this, the firm can engage in two types of diversification strategies which
relate to the related diversification strategy whereby the synergies are realized between existing
business and new markets and products (Lasserre 2017). The other type of diversification which
can be applied by the firm can be mentioned to be the unrelated diversification. In relation to
this, this helps in existing business to try out new products and market. However, in this
scenario, the appropriate strategy which can be adopted by the enterprise to attain success in the
long run is the related diversification.
TOWS
The TOWS can be described as a strategic tool which can be adopted by the different
organizations in order to attain success in the market. It helps them to map their opportunities
with the strengths or utilise the weaknesses accordingly. In association with this, it can be
mentioned that, the TOWS o the ESW can be mentioned to be as follows:

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Figure 3: The TOWS Market
(Source: As created by the author)
This image reflects the tows applicable for the ESW. In association with this, it can be
rightfully mentioned that the TOWS helps in providing adequate opportunities which can assist
the firm in understanding the appropriate strategy to be adopted for the overall marketing success
(Lindgreen and Di Benedetto 2018).
Marketing strategy timeline and actions
The strategy which has to be applied by the firm and its proper implementation can be
mentioned to be as follows:

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Strategy Person responsible Time frame
Research and activities Marketing manager, research
department
4 months
Market development strategy Marketing manager 1 year
E-commerce strategy Marketing manager, Business
manager
6 months
Monitoring and evaluation
strategy
Business manager 3 years.
Marketing mix
The marketing mix can be described as a strategic marketing tool which helps the
different enterprises in forming their overall offering strategy (Meyer et al. 2017). In association
with this, it can be considered that any firm which aims to attain success in the long run would be
required to come up with adequate marketing mix components with the help of which they will
be able to attain their overall objectives. In consideration to this, the marketing mix for the ESW
while it aims to extend its offerings in the South East Asian countries can be considered to be as
follows:
Product: The product which is offered by the ESW can be considered to be the cleaning
products (Morden 2016). As mentioned earlier, the firm tends to offer a variety of products like
home cleaners, scrubbers, mattresses and other related goods with the help of which individuals
can maintain hygiene and sanitation. In relation to this, it can also be mentioned that, the product

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offerings need to be modified as per the new expansion plans. There are various types of diseases
present in the South East Asian countries and with relation to this ESW would be required to
extend its operations in a manner such that the enterprise would be able to perform well.
Price: The pricing of the products need to be done in a manner such that, the different customers
who required good valued products can be provided with adequate prices (Newburry et al. 2019).
In consideration with this, it is essential to mention that, the firm needs to follow the pricing
strategy which is a competitive pricing strategy with the help of which the enterprise will be able
to compete with other companies. In line with this, the ESW needs to modify the prices of the
products as per the market.
Place: The place refers to the place of selling or the market place which is the South East Asian
markets and the online website as well. As these two strategies have been selected for the
organization, it becomes effective for the firm to ensure that it decides upon the place of selling.
By being available online, the firm will essentially be able to engage in serving a larger market
share. Additionally by entering into the Asian markets the enterprise will be able to widen its
market base (Newburry et al. 2019).
Promotion: The promotional activities can be described as the activities which are carried out by
the enterprise in order to attract the different customers. Here the strategy which is required to be
followed by the enterprise can be stated to be the online social media strategy. As mentioned
before, the firm intends to market its products by making use of various strategies such as the
Facebook, Instagram and Twitter. Moreover, television advertising, Brand marketing and the
Public Relations can be described to be other activities which need to be carried out by the firm
to ensure considerate success.

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People: The people can be described as the different individuals who are involved in selling the
products. In consideration of this, it needs to be considered that, the people who need to be
involved along with the promotional strategies can be mentioned to be relating to the South East
Asian markets only as these managers are required to be having an adequate idea about the
market. In association with this, the different managers and individuals need to be briefed about
the products accordingly and appropriately (Okumus et al. 2019).
Control mechanisms required
 The control mechanisms which have been adopted for the enterprise can be mentioned to
be as follows:
 Monitoring feedback of the customers: This strategy when applied in the enterprise shall
go a long way in assisting the different parties to ensure long term success in the
enterprise (Quelch 2017).
 Budgeting: The budgeting can be described as the initiative which can be adopted by the
enterprise in order to ensure considerate initiatives.
 Target market sales: Measuring up the Target market sales can be understood to be
another mechanism which can be adopted.
Evaluation of organizations strategic position (SAF)
The strategy which has been recommended to the firm comprises of the Market
development strategy and the ecommerce strategy. In association with this, it is recommended
that, the strategies will be effectively analysed using the SAF framework (Rothaermel 2016).
The SAF Framework can be mentioned to be the Suitability, Acceptability and the Feasibility
strategy.

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Strategy Suitability Acceptability Feasibility
E-commerce strategy This strategy will be
the suitability
strategy. In
association with this,
it can be mentioned to
be critical that, this
will be suitable for the
ESW as it has
adequate resources to
carry it out.
This strategy will be
largely accepted by
the different parties as
it will help in ensuring
long term success.
This strategy is
feasible for the firm`s
overall success and
related operations.
Market development
strategy
The market
development strategy
where the enterprise
intends to expand its
operations to South
east Asia. The firm is
popular worldwide
and in association
with this, it is required
to expand its
operations
accordingly.
Even the market
development strategy
will be accepted by
the different mangers
and stakeholders of
the organisation. In
consideration of this,
it can be mentioned
that it would help in
expanding the
operations
This strategy aligns
well with the different
initiatives of the
enterprise and its
goals (Zhao et al.
2017).

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(Trigeorgis and Reuer
2017.)
accordingly.
Conclusion
Therefore, from the given analysis it can be rightfully mentioned that, ESW can be
understood to be a very popular home cleaning products in the United Arab Emirates. In
consideration with this, it can be considered to be effective to mention that, the report followed a
structured format whereby the overall strategy of the enterprise was discussed accordingly which
helped in understanding how the firm can grow in the long run. The report followed a structured
format whereby the internal analysis and objective setting were followed by recommending
certain strategies for the firm to help it in the long run. The evaluation of the strategic position
along with the control mechanisms has also been discussed.

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