Development of Marketing Objectives, Strategies, and Tactics Report

This report delves into the development of marketing objectives, strategies, and tactics, focusing on the Sun newspaper as a case study. It begins by outlining the methodologies employed, including the use of internet articles, secondary data, and company websites. The report then presents key findings, emphasizing the application of SMART goals to enhance customer base, increase market share, and boost sales. Growth strategies, particularly market development, are analyzed through the lens of Ansoff's matrix, with considerations for new market entry, price and product differentiation, and distribution channels. The report also examines competitive advantages, advocating for a differentiation strategy to establish a unique market position. Furthermore, it discusses the implementation of a direct attack strategy to gain competitive edge, highlighting associated risks and benefits. The report also details the selection of competitive advantages, emphasizing product differentiation as a key strategy for the Sun newspaper, and concludes with a summary of the recommendations for future marketing endeavors.

Development of Marketing Objectives,
Strategies and Tactics

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Methods.......................................................................................................................................1
Findings.......................................................................................................................................1
Growth strategies........................................................................................................................4
Selection of Competitive Advantage..........................................................................................6
Targeting and positioning...........................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES .............................................................................................................................11
ILLUSTRATION INDEX
Illustration 1: Marketing development ............................................................................................4
Illustration 2: targeting and positioning ..........................................................................................8
INDEX OF TABLES
Table 1: SMART objectives............................................................................................................4

INTRODUCTION
Marketing objectives include various goals that are set by the business while marketing
or promoting its products or services in order to attract large number of customers within a time
duration. Main objective of marketing team is to enhance product awareness among the targeted
market. It works as a marketing strategy to achieve all the desired organisational objectives.
Process of setting marketing objectives is highly useful to the company in various cases like
expanding its market, growing market share, increasing sales, launching new products,
improving stakeholder relations, enhancing customer loyalty, etc. By adopting marketing traits
and processes, management will be able to enhance the functioning of all the business operations
and activities (Wit and Meyer, 2010). This marketing report also conveys a brief explanation
about the effectiveness and capability of proposed strategic choices that are exploiting rather
than avoiding the major issues of Sun newspaper.
Methods
Helpful materials used to create this report are the sources from where information about
the marketing objectives and strategies are to be attainable, accountable and addressable. In this
regard, useful sources which are to be used to generate appropriate information are internet
articles, secondary data, company's websites, previous implemented strategies, defines
objectives, etc. It is evident that these provide general information about the current position,
market share, marketing objectives, strategies, customer loyalty and available resources of the
company (VanVactor, 2012). Considering this information, it will assist in attaining content for
determining futuristic approaches and setting achievable marketing objectives.
Findings
Concerning the marketing objectives with SMART goals is useful to regulate and
integrate all the information about the specified strategies, plans and directions in order to
accomplish such objectives (Sarkis, Torre and Diaz, 2010). Main objectives of Sun Newspaper
Company are:
 To enhance customer base in the market by 10% till the end of 2016.
 To increase market share from 10% to 15% in the end of 2017.
 To increase the total sales of company by 20% till the end of 2017.
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All the stated objectives are determined and considered as per the concept of SMART
goals. These are helpful for the company to expand its market share and growth. They highly
focus on improving customer base and generating more earning to raise the company's value
among the customers.
Objectives Specific Measurable Attainable Realistic Time bound
To enhance
customer base
in the targeted
market by
10% till the
end of 2016.
Here,
objective is
specific which
directs the
company for
increasing
customer's
value and
loyalty
(Kitchen,
2013).
Improvement
in customer
base is
measurable in
terms of
creating
difference
between the
current and
future
situation
which is to be
up to 10%.
It is attainable
objective
because it
focuses highly
on generating
company
awareness
among the
targeted
customers.
Being so
specific and
attainable
objective, it is
considered to
be realistic
too. Need of
raising market
cognizance
directly relates
to attract new
customers.
By adapting
various
methods of
marketing and
promotional
activities,
company can
expand its
market
boundaries till
the end of
2016.
To increase
market share
from 10% to
15% in the end
of 2017
Such objective
is specific as it
is related to
achieve a
particular
increase in the
company's
market share.
It is a
measurable
objective
because it is
focusing on
increasing the
market share
by 5%.
Concerning
the company's
potentiality, it
ascertains that
stated
objective is
attainable by
them
(Ettouzani,
Yates and
Mena, 2012).
It is evident
that particular
objective is
highly realistic
and achievable
in the practical
sense.
Company
needs to focus
on promoting
its range of
products and
services in the
targeted
market.
To increase It is a This objective This objective By Company is
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total sales of
the company
by 20% till the
end of 2017.
particular
objective
which is
directing the
company's
attention
towards
increasing the
sales of its
products.
is measurable
as the
difference
between sales
percentage
after the
completion of
specified time
is attainable
because it is
among the
main motives
of the
company as it
also increases
their
profitability.
implementing
proper
strategies and
processes,
company can
achieve the
objective and
hence, it is
realistic.
bound to raise
its sales within
the defined
time period
(Carrillat and
Astous, 2012).
Table 1: SMART objectives
Growth strategies
Considering the marketing strategies specified under the Ansoff's matrix, the best among
all of them is market development as per the company's objectives and potentiality. It assists in
generating an effective action plan that determine the sequence of all the marketing operations
and activities in order to accomplish the desired set of objectives (Arslan and Altuna, 2010).
Market development involves the functioning of developing new geographical market, new
product attributes, creating new channels for distribution, segmenting new market and
differentiating pricing.
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Illustration 1: Marketing development

New market
For increasing the market share, company needs to expand its market boundaries. This
involves expansion of business outside of their region or selling products in the international
market (Angelova and Zekiri, 2011). However, element of risk in choosing this strategy
extremely depends on sales channels used by the company in the new market. Company can also
opt for increasing its values among the domestic clients so that their efforts directs only on
particular set of boundaries. This decision improves its local market position and encourages its
growth in the international market.
Price and product differentiation
It is one of the important aspects which is needed to be considered by the company to
compete in the market and increase its market share. Such differentiation in the price and product
helps in attracting large number of targeted customers which eventually boosts the market share
and selling potentiality of company (Sultan and Simpson, 2013). This differentiation also works
as a promotional tool in the marketing functions and helps in defeating the competitors of
business entity.
New channels for distribution
It is necessary that company should develop its strategies to implement new channels for
distributing its products and services to the potential customers. For attaining better outcomes
and set of effective channels, company should identify the best sources that are helpful in
ascertaining appropriate channel for attracting high number of customers. However, company
should allocate more channels of distribution to avoid future issues and problems that can be
faced by the customers.
Company should determine the market development as per the consideration of market
trend prevailing in the present time. It will help the management of company to determine proper
information about the market condition. However, process of market development involves some
major risks. These typical risks are related to a set of issues which are like:
 It requires high capital investment in expansion for building new locations
 It increases labour needs for expanding their marketing efforts.
 New opportunity is not attaining specific outcomes as company is wasting their
resources, time and capital that are invested in various strategies.
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On the hand, concerning the targeted objectives of Sun newspaper, the appropriate
methods under offensive/defensive strategy is direct/front attack. It is ascertained from the
information gathered by the sources that the company need to develop its competitive strategy
for attaining high rise in their sales percentage or yearly ratio (Valiris and Glykas, 2014). In that
case, company's competitive strategies are to be divided into the situation of offensive where
company directly targets the competitor and defensive where the company focuses on
discouraging or turning back on an offending strategy for defeating its competitor. However, it is
contributed that adapting direct attack strategy will be highly beneficial for the company and will
lead new ways to avail advance benefits by increasing earning capacity and selling percentage. It
will expand the market of the company in a brighter sense with innovative and competitive ways
to attract the targeted customers (Culliton, 2011). This strategy will extremely help the company
in achieving the objective of building customer's base among the targeted market. It also helps
the company in differentiating their product from the other similar products available in the
market.
Direct Attack – It is termed as a business strategy in which company faces head-to-head
competition. This kind of direct competition from the other companies, encourages the method
or decision of selling the product, which is similar to the product of competitor, at a low price
and also the method of highlighting quality differences between the company's product and other
brand's product. It is evident that this type of competitive strategy leads to devastating wars
related to the price and product that will ultimately harm both the companies. However, the risk
of adapting such strategies are high but the outcomes so generated is also high (Sheth and
Sisodia, 2015). It is recommended that the method of direct competition is highly beneficial for
the company in increasing its profit as well as sales.
Along with this, it is suggested that company should adopt both the strategies i.e. market
development and direct competition, to accomplish its set of desired objectives. The specified
objectives are to be attained within stated period and for that the company needs to address few
more origin of resources like labour, land and capital. Sun newspaper have small market of
business in UK and in order to attain profits from new market share and rising customer's base,
the company needs to allocate few more resources helpful in generating better outputs.
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Selection of Competitive Advantage
Considering the market of sun newspaper, the effective competitive strategy for their
business is differentiation strategy. It specifies that the competitive advantage is only gained
when the company is having any difference with their products and services from the other
similar products of the competitor available in the market (Armstrong and et.al., 2014). Such
differences can be in the form of product uniqueness, low price with good product, high price
with high quality product, greater benefits from the competitors' products, etc. The company
promotes such differences in the marketing strategies to attract the attention of the targeted
customers. It is recommended that company should aim on developing and marketing unique
products for different customer segments. This strategy helps the company to accomplish its
stated set of objectives along with the increasing its ability to compete in the market. The
company has to sustain an expensive advertisement campaign under this competitive marketing
strategy (Smith, 2014). The company needs to employ a differentiation competing strategy with
the intention of creating a competitive product and service that is highly valued and perceived by
their targeted customers and marked as unique and better than the other similar products
available in the market. It is examined that companies that results success in implementing and
maintaining a discrimination strategy, have reasoned one or more combination of the following
dimensions:
 Increasing scientific research for proper product development.
 Attaining high number of skilled and creative members for better product-development
personnel team.
 Maintaining a strong sales team force along with a strong reputation for quality and
innovation.
For Sun newspaper, the adoption of a skilful differentiation will create a market niche
without coordinating the level of expenditures made by competitors. This method works best
when it is based on some tangible and meaningful differences. However, it is ascertained that the
strategy of product differentiation includes some set of risks and disadvantages and that are:
 Consumer disappointment – The company will adapt the advertisement method for
promoting the difference of the product to their customers. In that case, customers
expectation to the products are highly shaped as compared to other similar products
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(Handlin, 2016). They get disappointed when they do not receive the stated benefits of
the differentiation.
 Resource misallocation – In this process the company will get extreme influence and
competition from the competitors and at that situation, they become redundant in
allocating proper resources and offering for the products.
Targeting and positioning
The market in which Sun newspaper operates their business is Core marketplace, because
they have high market attractiveness and high market positioning (Kleinaltenkamp, Plinke and
Geiger, 2014). Being at such position, company efforts are attaining positive results that are
highly required for holding the current market position.
Market attractiveness – The company is having high market attractiveness that encourages their
business and management to accomplish their specified set of goals. It helps in increasing the
market share of the company and attract a high amount of targeted clients towards their range of
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Illustration 2: targeting and positioning

products and services provided in the market (Wit and Meyer, 2010). However, this
attractiveness is affected by some factors which are:
 Impacts from the factors such as growth rate and size of the market.
 Influence from the economic factors like investment potentiality, industry condition or
changing rates of inflation that affects consumers’ purchasing level.
 Technological factors like unavailability of raw materials, websites jamming, etc.
 Competitive factors that consists the kinds of rival companies that rises the bargaining
power of existing suppliers. Environmental factors like the existing regulative climate or the degree of social attitude
for a product in the available market.
Target market strategy – Considering the business market in which the company is engaged in
and their market condition, it has been recommended that the appropriate and suitable targeting
strategy for attracting a high number customers' attention is Undifferentiated. It is because this is
a method in which the activity is focusing on sending same promotional and marketing message
to every individual available in the market. The products offered by the company is newsletters,
newspapers, magazines etc. which do not have any fix buyer and hence has to be marketed as per
concerning the whole market as a targeted customers (Chand, 2013). The objectives specified
were highly concerned on the increasing market share, earning capacity and customer's base in
the market and thus undifferentiated strategies focuses on a whole market.
Positioning – It is observed that the company is having high market positioning in the current
market and as per the condition of the company's business, it will remain at the position in the
future market. It is only possible when the company maintains the level of performance and
quality of products provided by them to the customers (Carrillat and Astous, 2012). However, it
is reviewed that if the company adapt the specified targeting strategy, it will accomplish the set
of stated objectives.
Marketing mix Programme
Product – Company needs to develop its product as per the wants and requirement of customers.
Price – In order to achieve the set objectives the company will adopt the penetrating pricing
strategy. It is referred as the activity of reducing the price to attract the market and then
increasing the price soon after the market is highly gained by the company.
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Promotion – The company should adopt the pull and push strategy to promote their products
among the customers. A push promotional strategy regard as taking the product straight away to
the customer via any means or forms, ensuring that the customers are aware of the company's
brand during purchasing the product (Best Practices for Brand Engagement in Social Media,
2013). In addition to this, company should gain profits by advertisements, TV commercials,
discount coupons, etc.
Place – For accomplishing the goals specified in the strategies, company should place the
product at right time and place to gain high reports. Sun newspaper can adopt the option of e-
channels or e-newspaper where the customer can easily purchase the set of products from the
company's websites.
People – It is essential that the company should hire skilled and experienced individuals in their
premises in order to gain effective workforces and high level of performance by maintaining the
quality of the product (Smith, 2014).
Process – Company's management is highly responsible to carry out the process and methos for
useful technologies and structure by using the CRM procedure, to identify a proper and efefctive
process.
Physical Evidence – By using attractive graphics, the company can easily mark up its presence in
the market. However, it is necessary that company needs to improve and build a strong
packaging box while transferring their products (Arslan and Altuna, 2010).
CONCLUSION
This report concludes that marketing objectives plays a beneficial role in directing a path
to the business of a company. In context to this, present report covers information about the
functions and importance of marketing objectives, growth strategies, competitive advantages,
targeting, positioning and marketing mix.
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