Richmond Uni: Strategic Marketing Plan for Oak Cash & Carry Analysis

This report provides a comprehensive analysis of the strategic marketing plan for Oak Cash & Carry, a small to medium-sized enterprise (SME) operating in the wholesale grocery sector in Banbury, UK. The report begins with an introduction to strategic marketing planning, defining its role in achievin...Read More

STRATEGIC MARKETING
PLANNING

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Overview of corporate tactic.......................................................................................................3
About business strategy..............................................................................................................3
Briefly providing history of Oak Cash & Carry.........................................................................4
Corporate & business objectives of company.............................................................................4
Critically evaluate and analyse usage of marketing model in context of aim achievements......4
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Strategic marketing planning is defined as set of aims and objectives, which a company
has been achieved by using effective approaches and developing valuable strategies. The current
assignment will be based on Oak Cash & Carry, which falls under category of SMEs in Banbury,
UK. The report will define corporate & venture strategic objectives of chose company and
explain application of relevant strategic marketing planning concepts in context of firm.
TASK
Overview of corporate tactic
A corporate strategy is described as one of those elements that contribute to grow a
company in positive manner and allow it to become a successful brand in the whole world
(Ashrafi and et.al., 202). It creates after considering the goals, vision, mission and objectives,
which drives the attention of management towards taking better action in term of strategy
development. For example, in order to increase the sales and productivity, as well as profitability
when an organization take decision to offer discounts that add value in context of their
consumers is called a corporate strategy. It provides a lot of benefits of those organizations who
do so in term of increasing their customers base and satisfactory level of existing buyers which is
quite beneficial and valuable for any company in the world of business.
About business strategy
A venture tactic is defined as set of effective and important decisions which has taken by
top authority to achieve and smart objectives of businesses in effective manner. For example,
when an entrepreneur take decision to enter into new market, they may think to develop one of
the most effective corporate strategies, for example, Blue Ocean strategy (Sadiq and et.al., 2021).
It defines as simultaneous move of a company in term of adopting low cost and product
differentiation tactics, which made it able to produce a new item within a particular or new
market. This strategy is based on view that market limitations and sector structure are not given
and may restructured by beliefs and activities of rivals that are operating in similar industry from
longer time period.

Briefly providing history of Oak Cash & Carry
Oak Cash & Carry Ltd is one of those small ventures that has been operated within
wholesale grocery sector from longer time period, Banbury (OAK CASH & CARRY LIMITED,
2020). It has successfully sells beverages, food products and Tobacco to consumers. It included
in list of private limited companies. In term of its history, company has started venture by trading
on British market in 2000. The main line of its venture activity is non expert wholesale of above
discussed products. It has sustained in market by providing quality goods from 21 year old. From
begging to current ear, company has offered quality items in wide range to retailers, off-licences,
caterers and newsagents in bulk, which in return increased its sale sand profitability even better
than last few months or years. Oak cash and carry Ltd, originated in the United Kingdom where
it has good customer base and great reputation in market. With few applicants, organization has
been sustaining its venture from so long. It develops varied tactics and used approaches in order
to retain potential buyers for and gain the attention of new, which is quite beneficial for its
venture in term of boosting growth and getting success more than rivals.
Corporate & business objectives of company
Oak Cash & Carry Ltd seek to obtain varied benefits, which made it much stronger and
contribute to covert its small business into big one. It attempts to achieve set objectives that are;
 To increase the sales by 40% within 8 months
 To maximize customers base by 30% within 7 months
 To gain competitive advantages in 8 months
 To enlarge venture up to 40% within almost 1 year
Company may achieve its above smart objectives by applying effective and useful
marketing concept or theory, which in return offers positive outcomes in term of excellent
progress.
Critically evaluate and analyse usage of marketing model in context of aim achievements
Marketing refers to set of appropriate and effective actions, which in return increase the
profitability and sales level of companies. In the world of business, varied forms of marketing
theories or concepts are accessible that many marketers has used to achieve strategic aims and
objectives of their ventures. Oak Cash & Carry Ltd, may use specific marketing concept which
made its marketer able to achieve above objectives and also enable to get desire outcomes.

Anosff Growth Matrix is one of those strategic marketing models that help to obtain
existing progress opportunities in market related to business. Furthermore, it can be analysed that
this concept is important in context of strategic marketing planning where it applies to find out
specific growth chance which allow a company to grow even better. Ansoff model encompasses
key four strategies, which Oak Cash & Carry may use to achieve its objectives and get
unpredicted results.
Market penetration strategy-
This kind of tactic defines the actions of companies which allow it to sell more of its
existing items or services to current buyers. For example, Oak Cash & carry Ltd may use this
strategy in context of achieving its business objectives in term of adding more value within range
of items which it sells to target customers in effective manner. This tactic help to increase the
satisfactory level of buyers, which is one of those objectives that chosen small company seek to
achieve and get benefit from it. Organization may utilize it in varied manners for instance,
management may change the timing of outlet opening which allow its consumers to purchase
items early in the morning when they need these urgently (Maria, Pusriadi and Darma, 2020).
Furthermore, there are several ways available in context of applying market penetration tactic,
which provides many benefits to firm in term of improving product visibility.

Product development strategy-
In recent time, most of the companies while operating their ventures within particular
sector whether it is retail or wholesale, used this tactic, in term of manufacturing a new product
that help to gain attention of profitable buyers and allow a company to retain existing for longer
time period. In case of Oak Cash & Carry Ltd, management may adopt this growth strategy in
the way of producing an innovative product according to needs and expectations of consumers,
which permit organization to achieve its objectives in term of increasing sales and gaining
competitive advantages (Granato and et.al., 2020.). Firm may also use this approach in effective
manner and get benefits from it by taking feedback and reviews from existing customers. These
feedbacks play vital role in growth and success of enterprise in term of making management able
to produce what its consumers expect from their company.
Market development strategy-
This tactic is one of the best among list of four Anosff's growth matrix tactics. Firm may
put market development tactic and use it in term of introducing existing items and services in a
new market where it has change to gain the attention of new consumers (Ngarava, Mushunje and
Illustration 1: Ansoff's Growth Matrix
(Source: The Ansoff Model, 2020)

Chaminuka, 2020). When company utilize this strategy, it drives the attention of management
towards entering into profitable market where majority of consumers are seeking to purchase
quality products from a company whether it is small or large. Market penetration strategy allow
company to increase its revenue even better than last few years and also give chance to grow
venture which is quite necessary. When firm implement this tactic in effective and systematic
manner, it permits administration to gain competitive advantages and be a competitor.
Diversification tactic-
All above tactics are beneficial and useful in context of strategic aims achievements of
Oak Cash & Carry Ltd. But still company may consider this way as well through which it may
increase customer base and get more benefits. In corporate world, many companies and their
marketers used this strategy in order to expand or enlarge their venture size. Chosen organization
may also adopt it in term of taking decision to enter into new market with new product. It is one
of the best approaches which in return provide valuable outcomes (Alcon and et.al., 2020). On
the other hand, most of the marketers consider diversification tactic as complex strategy because
the chance of failure with this method is high.
Oak Cash & Carry in order to achieve its set objectives may use product development
and diversification strategies, which is quite beneficial and helpful approaches. It made company
capable to reach at global level and also made it stronger than even in term of selling wide range
of items to huge customer base.
CONCLUSION
From above study, it has been concluded that by applying corporate and business
strategies in effective manner, company has achieved its strategic marketing objectives which in
returned increased its profits margin even better than other small companies which operated in
retail sector. Furthermore, by summing up above discussion, it has been identified that product
development and diversification are the best business tactics that organization has used in style
of marketing concept which made it able to achieved its venture goals.

REFERENCES
Books and journals
Alcon, F. and et.al., 2020. Valuing diversification benefits through intercropping in
Mediterranean agroecosystems: A choice experiment approach. Ecological Economics.
171. p.106593.
Ashrafi, M. and et.al., 2020. A review of corporate sustainability drivers in maritime ports: a
multi-stakeholder perspective. Maritime Policy & Management. 47(8). pp.1027-1044.
Granato, D. and et.al., 2020. Functional foods: Product development, technological trends,
efficacy testing, and safety. Annual review of food science and technology. 11. pp.93-
118.
Maria, S., Pusriadi, T. and Darma, D.C., 2020. Marketing Intelligence: Benefits and
Implementation of its Business. MARKETING. 15(2). p.92.
Ngarava, S., Mushunje, A. and Chaminuka, P., 2020. Qualitative benefits of livestock
development programmes. Evidence from the Kaonafatso ya Dikgomo (KyD) Scheme
in South Africa. Evaluation and program planning. 78. p.101722.
Sadiq, S. and et.al., 2021. An integrated framework for lean manufacturing in relation with blue
ocean manufacturing-a case study. Journal of Cleaner Production. 279. p.123790.
Online
OAK CASH & CARRY LIMITED. 2020. [ONLINE]. Available Through:
<https://uk.globaldatabase.com/company/oak-cash-carry-limited#overview>
The Ansoff Model. 2020. [ONLINE]. Available Through:
<https://www.smartinsights.com/marketing-planning/create-a-marketing-plan/ansoff-
model/>