Case Study Analysis of Marketing Strategies and Process - MKT00720

This report provides an in-depth analysis of marketing strategies and processes, focusing on two case studies to determine their effectiveness. The report begins with an executive summary, followed by an introduction that outlines the importance of marketing and the scope of the analysis. The core of the report examines two case studies, one on digital marketing and the other on marketing management in Asia, discussing their respective marketing strategies, competitive advantages, and the theoretical frameworks supporting their success. The first case study explores digital marketing strategies for engaging the digital generation, analyzing the impact of online advertising and consumer behavior. The second case study examines marketing management in Asia, focusing on the application of the four Ps (price, place, promotion, and product) and the STP theory (segmentation, targeting, and positioning). The analysis includes evidence of marketing-related success, followed by detailed explanations and comparisons of the two case studies. The report concludes by summarizing the key findings and highlighting the significance of marketing theories and their impact on organizational growth in a globalized world.

Running Head: Marketing Strategies and Marketing Process
Marketing Strategies and Marketing Process
Name of the Student
Name of the University
Author’s Note

1MARKETING STARTEGIES AND MARKETING PROCESS
Executive summary
The following report aims at analyzing the marketing strategies and the marketing process based
on real organization. The effectiveness of these organizations aims to determine the concept of
market intelligence, market segmentation and target market. Marketing strategies can be
explained as the value, information and the target audience that the company had prepared before
coming into action.
Marketing is important because it utilizes the different ways of advertising
and promotion of its brand and the services it caters to. The scope of the report is to cover
information on the competitive advantage which the companies are gaining through the process
of marketing.

2MARKETING STARTEGIES AND MARKETING PROCESS
Introduction
The following report aims at analyzing the marketing strategies and the marketing
process based on real organization. The effectiveness of these organizations aims to determine
the concept of market intelligence, market segmentation and target market. Marketing strategies
can be explained as the value, information and the target audience that the company had prepared
before coming into action (Wilson et al. 2016).
Marketing is important because it utilizes the
different ways of advertising and promotion of its brand and the services it caters to. The scope
of the report is to cover information on the competitive advantage which the companies are
gaining through the process of marketing. The following two case study will discuss the
strategies that the organization practices to achieve the goals and report an evidence for its
success. The possible objective is to sustain the competitive advantage.

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Discussion
The following two case study are:
Case study 1: Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers (Ryan, D., 2016).
Case study 2: Kotler, P., Keller, K.L., Ang, S.H., Tan, C.T. and Leong, S.M., 2018. Marketing
management: an Asian perspective. Pearson.
The discussion on the following case study is mentioned below:
Case 1:
Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers (Ryan, D., 2016).
The following case study is related to Digital Marketing which discuss the marketing
strategies for engaging the digital generation of the present and future population. The aim of the
case study discuss about the online advertising and the marketing channel that gives idea,
products and services at a massive extend and focus on the extension of market (Ryan 2016).
The chapters in the case study relates to the digital age in the marketing concept, further it
highlights its point on similarities between the internet and historical global communication
revolution. Now a day’s maximum of the people are over the internet either active on social
media site or on the online shopping site (Kotler et al. 2016). The case study relates to the
consumer behavior that has influenced over the digital technology. The source of information
discuss about the change in the technology from human voice to word of mouth in advertisement
in newspaper to the changes in the media style.

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Case study 2:
Kotler, P., Keller, K.L., Ang, S.H., Tan, C.T. and Leong, S.M., 2018.
Marketing management: an Asian perspective. Pearson.
Kotler (2018) discuss about the changing phases that offers a successful learning of the
product. The emerging market trends stays relevant in the recent changes in pattern and
environment. The case includes discussion about the global brand organization that has marketed
themselves successfully throughout the world. Secondly the developing market and the trends
and lastly about the focus on the technology which ensured the changes in the marketing
procedures (O'Cass and Morrish 2016). The marketing strategies that has been used the basic
principles of four P’s that is price, place, promotion and product. The organisation it caters is
only in the Asian regions for example Tata in India. With the increasing market trends the
companies in the Asian region is growing in corporate e-marketing tools and techniques (Davcik
and Sharma 2016). In today’s world these trends are growing because the strategies incorporated
by the companies are use of social media, video tutorials, using the media of advertising in
LinkedIn and Facebook (Sethna 2015).

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Evidence of Marketing-related success
Marketing success can be defined as the term which requires to identify the needs of a
particular market segment and the offer those products and service that satisfy those needs
(Armstrong 2018). The marketing function studies the nature of the market that are accessible to
the organization and caters to the needs of the members of the same organisation.
The marketing success in the first case study relates to the development in the digital
marketing. The case study reflects in engaging the technology in development of the digital
generation. The strategies that have been implemented in the companies are by maintaining a
consistent website and by daily updating it with recent information (Pride and Ferrell 2016). The
content of marketing strategies and remarketing the new tactics is also an innovative strategy that
has been implemented by the organisation. With the help of the combined strategies it becomes
easier for the companies to become successful and create a powerful impact in online marketing
(De Mooij 2019). The key objective that was followed by organisation are: they believed in
creating a realistic framework, knowing the right technique to provide feedback, explaining the
content of the video published, content marketing, composing email, series and questionnaire
and conducting survey at intervals.
In the second case study discussed above the competitive advantage of the organisation
are the advantage that are gained by offering. The consumers are offered a greater value by
means of lower price for the product or providing the facility of greater benefit that shows the
high price of the goods. The strategy of high price of the goods signifies that the product must be
a luxury or a prestigious good (Vinerean 2017). Kotler explains about the marketing success for
this case study that shows how the organisation have become a threat to the substitute goods and

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services. The competitive advantage is analyzed according to the cost, product services,
differentiation and classification and the niche strategies.
Analysis and explanation
Analysis and Explanation of Case Study 1
The age of globalization has brought about many changes in the market structure of the
economy. One such change that was brought about was the introduction of the online digital
media strategies and communication (Franco 2018). With the establishment of the online means
of communicating with the consumers, many different business organizations have been able to
take an advantage of this aspect. This is clearly shown in the case of the first case study which
has been taken in to consideration in the research paper.
The success of this organization can be linked to the Network theory within the field of
digital marketing. The Network Theory advocates that the different organism of the globe
interact with each other with the aid of online digital platforms. Such interaction makes them
aware about the existence of different products and services in the world of the twenty first
century. As a result, it can be observed that the different market opportunities are advertised in
the form of such online platforms.
The success of the social media platforms can be judged from the observations that
nowadays many products are advertised in such various fields. For instance, through the means
of Instagram and Facebook, the different business firms are able to show case their own products
and services in such platforms. Since more and more people, especially of the younger
generation is available on such platforms, digital media has arisen as a viable place of

7MARKETING STARTEGIES AND MARKETING PROCESS
advertisements and promotions.
Analysis and Explanation of Case Study 2
The second case study discusses the various marketing strategies and plans which have
been implemented by the companies of the Asian region in order to advance the growth and
development of their business opportunities. In this sense, the success of the case study can be
observed from the various successes achieved by the firms on such a region. For instance, the
Tata in India has been able to dip its toes in to the different trends of marketing. The four P’s
have been seen to be in play in this scenario. For instance, the pricing of the various products of
Tata has been made quite affordable. Furthermore, the promotional techniques undertaken by
this organization is quite commendable as people are seen to have with the services received.
This occurs in the form of various post sales benefits which are given whereby any damage that
occurs in the product are their sale, is replaced or taken care of by the company.
Thus, it can be seen that the article written by Kotler (2018) is significant in nature. The
marketing theory which is applied in this case is that of STP Theory. This theory refers to the
segmented, targeting and positioning aspects whereby the organization in question is effective in
its utilization of such features. For instance, in the case of Tata it can be seen that the market has
been properly segmented so as to realize who are the individuals who would be able to afford the
different products manufactured by the company. They have also been priced accordingly for the
benefit of the consumer.
Conclusion
To conclude, it can be observed that the main objective of this paper is to understand the
various marketing theories and the relevant successes which are seen in the case of certain

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organizations. The case studies chosen for this paper have been able to find out a significant
change in the world of globalization which aided in the change of management. Such changes
such as in the introduction of digital media and marketing tactics have enabled companies to
grow at an exponential rate.

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References:
Armstrong, G.M., Kotler, P., Harker, M.J. and Brennan, R., 2018. Marketing: an introduction.
Pearson UK.
Davcik, N.S. and Sharma, P., 2016. Marketing resources, performance, and competitive
advantage: A review and future research directions. Journal of Business Research, 69(12),
pp.5547-5552.
De Mooij, M., 2019. Consumer behavior and culture: Consequences for global marketing and
advertising. SAGE Publications Limited.
Franco, M., 2018. Networking as a marketing tool in small companies: a random and informal
approach. Journal of Business Strategy, 39(2), pp.47-55.
Kotler, P., Burton, S., Deans, K., Brown, L. and Armstrong, G., 2015. Marketing. Pearson
Higher Education AU.
Kotler, P., Keller, K.L., Ang, S.H., Tan, C.T. and Leong, S.M., 2018. Marketing management:
an Asian perspective. Pearson.
O'Cass, A. and Morrish, S., 2016. Anatomy of entrepreneurial marketing. Journal of Strategic
Marketing, 24(1), pp.2-4.
Pride, W.M. and Ferrell, O.C., 2016. Foundations of marketing. Cengage Learning.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
Sethna, B.N., 2015. Extensions and testing of importance-performance analysis. In Proceedings

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of the 1982 Academy of Marketing Science (AMS) Annual Conference (pp. 327-331). Springer,
Cham.
Vinerean, S., 2017. Importance of strategic social media marketing. Expert journal of
marketing, 5(1).
Wilson, A., Zeithaml, V., Bitner, M.J. and Gremler, D., 2016. Services marketing: Integrating
customer focus across the firm.

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