Marketing Analysis: Issues, Stakeholders, and Solutions

This marketing assignment analyzes two articles from Australian newspapers, identifying key marketing issues. The first article discusses the lack of a clear marketing strategy and poor digital channel focus in the Boeing 737 Max scandal, while the second highlights the lack of digital marketing and the shift towards online retailers impacting businesses in Northampton's High Street. The assignment explores the stakeholders involved, including shareholders, employees, customers, and shopkeepers. It proposes solutions such as implementing clear marketing messages, selecting appropriate digital channels, and leveraging social media marketing to attract customers and enhance their experiences. The analysis references academic sources to support the findings and recommendations for addressing the identified marketing challenges.

Running head: MARKETING
Marketing
Name of student
Name of University
Author note

1MARKETING
Table of Contents
Articles published in Australian newspapers.............................................................................3
Marketing issues illustrated in the article...................................................................................3
Important stakeholders involved................................................................................................3
Ways of responding to the issues...............................................................................................3

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Articles published in Australian newspapers
https://www.vox.com/business-and-finance/2019/3/29/18281270/737-max-faa-scandal-
explained
The emerging 737 Max scandal, explained (no clear marketing strategy and lack of focus
on digital channel)
https://www.bbc.com/news/uk-england-northamptonshire-47394740
Can Northampton's 'dying' High Street be saved? (Lack of digital marketing strategy by
the businesses and customers more inclined towards internet retailers)
Marketing issues illustrated in the article
From the first article, it is understood that the marketing issue is related to the lack of
implementing a clear marketing strategy and poor focus on the digital channels. It was found
that due to some software problems in the system of the flight, there have been flight crash
incidents. According to Yglesias (2019), there was high competition in the industry, which
also made marketing strategy and poor focus on strengthening the customer base, the
company failed the company force its marketing techniques to attain technical advantage
(Yglesias, 2019). With the lack of a clear marketing strategy to make proper software
upgrades and implementation, which resulted in two crashes. Thus, the major marketing
issues faced by the business are the absence of a clear marketing strategy and struggling to
sell products and services to the clients. Due to lack of clear marketing strategy, the company
failed to spread the right messages and information about the products and services to its
clients while the poor selection of digital channel further affected the company’s ability to
make upgrades properly and thus failure to satisfy the clients was evident as well (Ryan,
2016).

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Based on the second article, the lack of digital marketing strategy and customers more
inclined towards the internet retailers have been the issues of marketing, due to which, many
of the businesses in the area faced severe loss in business. The marketing budget was not
enough, which hindered successful marketing strategy implementation and thus the
companies in the Northampton's High Street failed to select the right digital channels required
to execute the marketing plan efficiently (Bailey, 2019). There were questions arising the
shops that performed poorly due to the lack of proper marketing budget and most of the
customers were inclined towards making online purchases rather than visiting the stores,
which usually has been time and effort consuming.
Important stakeholders involved
The most important stakeholders involved in the first context are the shareholders or
investors, employees, managers of the organisation and even the customers or business
partners who were not satisfied with the services delivered by Boeing and thus the sales
decline happened. After the two crash incidents, the sales level fell and due to this, not only
the customers were unsatisfied but also the shareholders did not get the required rate of return
based on the investments made by them.
From the second news article, it can be understood that most of the shopkeepers, the
managers and employees of Marks and Spencer in the area as well as few of the customers
who made frequent visit at Northampton's High Street are the main stakeholders involved
here (Tiago & Veríssimo, 2014).
Ways of responding to the issues
From the first case, it was understood that the company faced loss due to lack of focus
on the right digital channel and a marketing strategy implemented without any clear
messages. To respond to such issues, the company needs to set clear messages and make

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themselves clear while marketing the products and services. The selection of right digital
channel should not only strengthen the ability of the company to manage product distribution,
but would even facilitate extended reach to customers, furthermore strengthen the customer
base and generate higher revenue (Kannan, 2017).
As most of the customers have been attracted to the internet retailers, there has been
gradual dip in sales and closure of many shops in the area too. It is recommended for all the
people who have businesses in this place to develop online marketing techniques, especially,
with the use of social media platforms to attract more clients, because most of the people
nowadays remain online most of the time on these social networks (Bailey, 2019). The social
media marketing should not only make people aware of the products and services available in
Northampton’s High Street area, but will also spread awareness among the people by
influencing them to make investments and facilitate the marketing techniques through social
media involvement. It will also enhance the customers’’ experiences, furthermore respond to
customers queries on the social networks through posting comments and feedbacks as well
(Stephen, 2016). Thus the issues related to lack of marketing budget and customers’
inclination towards online purchases would be overcome and the companies in the area
should gain ability to sustain in the marketplace again.

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References
Bailey, S. (2019). Can one town's 'dying' High Street be saved?. Retrieved from
https://www.bbc.com/news/uk-england-northamptonshire-47394740
Kannan, P. K. (2017). Digital marketing: A framework, review and research
agenda. International Journal of Research in Marketing, 34(1), 22-45.
Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the
digital generation. Kogan Page Publishers.
Stephen, A. T. (2016). The role of digital and social media marketing in consumer
behavior. Current Opinion in Psychology, 10, 17-21.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media:
Why bother?. Business horizons, 57(6), 703-708.
Yglesias, M. (2019). The emerging 737 Max scandal, explained. Retrieved from
https://www.vox.com/business-and-finance/2019/3/29/18281270/737-max-faa-
scandal-explained