Marketing Report: Customer Experience, Strategies, and Innovation

This report delves into various aspects of marketing, emphasizing the significance of customer experience in determining a company's success. It explores the role of the marketing mix, customer analysis, and the dynamic nature of the market environment. The report examines market challenger strategies, including the bypass attack, and their impact on gaining a competitive edge. Furthermore, it discusses creating sustainable competitive advantages through value, focus, and innovation. The importance of innovation in competing with rivals and developing brand loyalty is also analyzed. Finally, the report highlights the significance of market-led strategic marketing planning in achieving customer satisfaction and loyalty. The report references various studies and analyses to support its arguments, providing a comprehensive overview of essential marketing concepts and strategies.

Running head: Marketing
Marketing

Table of Contents
Introduction.................................................................................................................................................3
Competing with the new marketing mix......................................................................................................3
Customer analysis and the changing environment.......................................................................................3
Market challenger strategies........................................................................................................................4
Creating sustainable competitive advantage................................................................................................4
Competing through innovation....................................................................................................................6
Develop brand loyalty.................................................................................................................................6
Market led strategic marketing planning.....................................................................................................7
Conclusion...................................................................................................................................................7
References...................................................................................................................................................9

Introduction
Customer experience plays a vital role in a company’s operation. It is a significant
benchmark of evaluating whether this company has achieved its goal or not. According to
different customers’ feedback, companies can check if their products or services have met the
market average standard and hence make some changes or improvements. Nowadays the market
is so competitive, how to attract customers is the most crucial for making profits. There are
different methods which are usually used to prevail against other competitors.
Competing with the new marketing mix
Marketing mix is an essential tool of running a successful company, which is defined as a
process of placing correct products in right positions combined with good prices and
outstanding promotion. The success of a marketing plan depends on selection of marketing mix
strategy. Gordon (2012) described that organizations should have proper attention on their
marketing mix strategies to maintain their relationship with customers. The basic 4Ps are usually
adopted. Along with the extended market mix which contains people, processes and physical
evidence, the organizations can have a better understanding of their advantages and also
disadvantages and that make some improvements. For example, a restaurant’s rating is normally
integrated by its environment, taste and staff service. Therefore, marketing mix is an effective
marketing model for organizations to meet their goals and objectives in an effective manner.
Customer analysis and the changing environment
Market is always changing by time as well as people’s needs and expectations. In this
dynamic world, keeping eyes on customer segmentation is essential. There are too many
variables so that companies should investigate the population based on age, sex, location and so
on. McDonald is an example of a failure of customer analysis. McDonald could not survive in
India because Indians are against beef. There are some external factors that can change market
environment, such as political, economic, social and technological issues.

Market challenger strategies
It has been analyzed by De Clippel, Eliaz & Rozen (2014) marketing strategy is
significant tool to gain competitive advantages in the global market. Furthermore, the marketing
challenger strategies are considered marketing strategies used by the companies, either
occupying the third or carrying the position in the international market, to beat the leader or the
instant rivalry with aiming to capture entire target audience and earn maximum revenue. There
are ample of market challenger strategies including frontal attack, flank attack, encirclement
attack, Guerrilla warfare and bypass attack strategy. One of the significant strategies that mainly
used by the companies is bypass attack. The bypass attack is most significant indirect marketing
strategy initiated by the challenging company with a view to surpassing competitor by beating
and attacking its easier markets. The main motive of this strategy is to broaden the company’s
resources by capturing and attaining the market share of the striving company.
It is stated by Weinreich (2010) an organization could adopt any of the three approaches
before introducing the bypass attack:they can either categorize into the unrelated and inadequate
products into the new and innovative geographical markets or leapfrog into the advanced
technology. All three approaches provide ample of resources and competitive benefits to the
company. The bypass strategy is also called as leap frog strategy. It is a business strategy that
comprises a firm avoiding a competitor’s offensive moves and instead selecting to improve and
explore its business. The bypass strategy is generally initiated if a firm feels responding to
opponent aggression would not be wide or would be counterproductive. According to Tsai and
Eisingerich (2010) bypass strategy is a innovative and unique to stand out against the rivalries in
the international market. This strategy is used by ample of companies to beat the rivalries in the
market. For example, Pepsi uses bypass strategy to cope up with rivalries. There is a war
between Pepsi and Coke thus Pepsi initiates bypass attack against Coke by introducing the
mineral water brand, and the Aquafina (Businessjargons, 2018). By using market challenger
strategies, the firm has been able to attain customer experience and needs.
Creating sustainable competitive advantage
According to Javadein, Rayej, Estiri & Ghorbani (2011) competitive advantage is a situation
and aspect that permits a company to outperform its rivalries in the competitive market. The

sustainable competitive benefits can be taken by rendering the consumer a excellent value than
the rivalries, such as by providing products at lower prices and rendering good quality services to
the customers across the world. It is portrayed by Hakan Altıntaş, Kılıç, Senol & Bahar Isin
(2010) a sustainable competitive benefit is a tool to business growth and success. It is a force that
enables a company to have a major focus, more revenue, higher customer satisfaction and better
profit margins. It is a primary and significant driver of long term progress and business value.
There are three types of sustainable competitive advantage include value advantage, focus
advantage and value advantage. There are various to ways to create sustainable competitive
benefits in the global market that have been discussed below.
 The companies need to understand and evaluate the market and its segment to stay in the
competitive market. For example, Apple Inc. focuses on the plans, policies and strategies
of the competitors to maximize revenue and returns internationally (Porter, 2011).
 The organizations need to develop an understanding of what customers actually want and
set a value proposition that capture their attention and needs. It will help to attract and
retain maximum number of customers globally (Porter, 2011).
 Work out the ample of things that companies need to do really well to deliver and support
the value proposition like quality, branding, loyalty, service levels and pricing etc. It will
help to minimize the extra cost with maximizing the revenue and outcomes.
 It has been stated by Porter (2011) an organization needs to understand and analyze the
strengths and core capabilities of competitors. The company needs to find out innovative
ways to offer value to chosen market. In this way, the organization has been able to attain
its desired objectives and targets.
 Aside this, the companies need to design business model to provide support and render
the value proposition (Porter, 2011).
It is noted that ample of techniques or tools are used by the organizations to strive with
rivalries in the market. The techniques include SWOT analysis, pestle analysis, porter five forces
analysis and porter diamond model. These techniques further help to identify and analyze the
threats, challenges and risks of the market.

Competing through innovation
As per Choi, Kim & Lee (2010), innovation is a significant tool that leads to the creation
of rivalries benefits for the businesses and further, it is an essential part of each and every
company to beat the rivalries globally. Innovation is considered as the soul and heart of the
company’s culture and environment as well. Without innovation, the company cannot attain
competitive benefits internationally. Innovation can be any form such as excellent management,
talented staff, innovative technology and resources. Innovation provides new opportunities to the
companies for competing the rivalries in the marketplace. The needs, demands and requirements
of the customers can be evaluated with the help of innovation (Nibusinessinfo, 2018).
There are enormous types of innovation such as disruptive innovation, radical innovation,
incremental innovation and architectural innovation. It has been analyzed from the various
analysis that innovation further helps in increasing and enhancing awareness among the
customers related to products and services. It is one of the vital factors for attaining progress and
success in any business. It helps the firm resolve issues, generate more revenue, maximize
market share and overcome the rivalries. It increases competitiveness and reduces cost of the
company with maintaining sustainability at the workplace (Nibusinessinfo, 2018). A significant
and vital ingredient for staying on top is innovation. Encouraging and improving innovation at
the workplace comprises encouraging workers to become champions in the global market. The
organization can build and improve brand image and reputation in the global market by
implementing innovation at the workplace.
Develop brand loyalty
Brand loyalty plays an imperial role in gaining ample of advantages globally. In today’s
modern world, organizations use creative and innovative marketing strategies such as rewards
programs, trails, incentives and loyalty. It is analyzed by Ghodeswar (2008) brand loyalty is a
concept and tendency of consumers to constantly buy one brand’s products over some others.
There are several ways to create and develop brand loyalty among the customers that have been
elaborated below.
 Connecting with significant customers helps the company to create a sense of community
and belonging. For developing brand loyalty, the companies need to focus on the trends,

choices and preferences of the customers in the competitive market. By engaging with
customers, the firm could able to make happy the loyal and trustworthy customers
internationally (Keller, 2009).
 Consistency is a important element in developing brand loyalty among the customers.
McDonalds is one of the biggest and well known recognizable brands in the market that
satisfies the needs and demands of the customers.
 An organization needs to focus on the strategies and policies of the competitors to make a
unique and effective brand image among the customers.
 Apart from this, social media channels and advertisement strategies can be used by the
firms to promote and enhance the brand loyalty in the rivalries market (Keller, 2009).
Brand loyalty helps in increasing level of satisfaction of the customers.
Market led strategic marketing planning
A literature is given by Jones, Clarke-Hill, Comfort & Hillier (2008) marketing is the
management and study of exchange or sharing relationships. Marketing is initiated to generate,
keep and fulfill the needs and requirements of the customers. It is true that market led strategic
marketing planning process which helps in achieving goals and targets. Some of marketing
concepts such as product concept, production concept, selling concept and productions are used
by the companies to gain ample of advantages globally. Vasileiou & Rowley (2011) stated that
strategic marketing planning is an important part of market that explains a company’s overall
marketing efforts. The strategic marketing planning is used to maximize sales for the business
producing it. By using strategic marketing planning process, the company can set the long term
objectives, and develops a plan for implementation and control. This strategy also helps in
maintaining strong and reciprocal relationship with customers in the marketplace (Yeshin, 2012).
It helps in providing good experience to the customers globally.
Conclusion
It concludes from the above mentioned literature review that customer experience is
essential key factor to determine and analyze the progress and success of the firm. The paper
analyzes that how innovation, marketing mix and marketing challenger strategies help in

attaining higher customer experience. Innovation and brand loyal also helps in satisfying the
customers in a large extent. Marketing planning also is essential to achieve level of satisfaction
and loyalty of the customers globally.

References
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