Strategic Marketing Plan for Penguin Marine Services: CIM L6

This report outlines a comprehensive marketing and digital strategy for Penguin Marine Services, a company based in Tema, Ghana, focusing on enhancing its customer base and revenue. It details the use of market penetration strategies and includes a strategic audit employing SWOT and PESTEL analyses to assess the company's internal and external environments. The report sets marketing objectives, such as increasing sales revenue and targeting new customer segments, and explores strategic options using the STP framework (Segmentation, Targeting, Positioning). The analysis covers market segmentation, customer targeting, and product positioning to improve the company's marketing effectiveness and achieve sustainable success.

Marketing &
Digital Strategy

Contents
INTRODUCTION...........................................................................................................................................3
MAIN BODY.................................................................................................................................................3
CONCLUSION.............................................................................................................................................15
REFERENCES..............................................................................................................................................16

INTRODUCTION
Marketing & Digital Strategy refers to the use of a wide range of methods and techniques
through which the organizations can make sure that they are able to identify the way in which
they will be able to attain its goals and objectives in a right way. Therefore, its use is quite
essential so that the organizations are able to make sure that their products and services can reach
the customers (Ali and Anwar, 2021). It is quite important because through its use the
management of the needs and requirements which are related with various customers can be
made in a proper manner. This report is based on Penguin Marine Services and Logistics. It is a
company which is located in Tema, Ghana and provides different types of marine services to its
different types of customers and clients in a proper manner. In this report, a detailed focus will
be mad on the way in which the use of the wider range of methods and techniques can be made
by the organizations for the purpose of ensuring that they are able to bring more efficiency and
effectiveness in their strategy which will be thus quite helpful in making progress in the future.
MAIN BODY
Scenario- Penguin Marine Services and Logistics are looking forward towards increasing
its customer base substantially so that it is able to enhance its overall level of revenues quite
effectively and efficiently. Therefore, for this purpose it will make sure that it uses the Market
Penetration Strategy so that it is able to penetrate into the market and thus enhance the overall
level of revenues quite effectively and efficiently.
TASK 1-
Background of Organization-
Name of the Organization- Penguin Marine Services and Logistics
Organization Information- Penguin Marine Services and Logistics is an organization
which is providing a lot of products and services to the customers in the market (Amoncar,
2020). Therefore, in this way the organization is able to make sure that it can help in the
attainment of the goals and objectives in the future in a proper manner. The company has various
stores which are located in different countries and therefore in this manner makes sure that it is
able to target a wide range of customers in the market quite effectively and efficiently. The
company has set up various targets which are required to be attained so that it is able to attain a
much-required strategic and competitive edge over the different types of competitors in the
market in the right manner.
Stakeholders- There is various types of stakeholders of the organization. It is thus quite
important that the focus can be put on these stakeholders which will be quite helpful in ensuring
that the organization is able to satisfy them quite appropriately. The stakeholders of Penguin

Marine Services and Logistics will be Government, Customers, Shareholders and Employees. It
is important for the company to put its focus on them which will ensure that the satisfaction level
of these stakeholders can be enhanced quite effectively and efficiently which will be quite
helpful for the company in the future.
Key Customer Segment- Key Customer Segment for Penguin Marine and Logistics
Services will be the organizations who deal in Imports and Exports quite frequently (Anjum,
Thomas and Prakash, 2020). The reason is that they are the ones who require that such services
are provided to them in a proper manner and therefore this can help them a lot because this will
lead towards the attainment of the goals and objectives in a right way. Therefore the products
and services of the company have to be provided accordingly to them. Thus it becomes quite
necessary for Woolworths that it is able to make use of an appropriate strategy to target them so
that the attainment of the future goals and objectives can be done in a right way.
Theme Chosen and Rationale for choice- The theme which has been chosen is Market
Penetration (Correani and et.al., 2020). The Rationale for choice is that by making use of Market
Penetration Strategy the attainment of the future goals and objectives can be made by the
company. Further, the use of this strategy helps the organization to attain a sustainable level of
success in the future which can be quite helpful for it in the future.
Marketing Plan-
A Marketing Plan refers to a document which is used by the organizations so that they are
able to set Marketing goals and objectives to be attained in the future which will be quite helpful
in ensuring that the Marketing Strategies can be applied in a proper manner so that the
management of a wide range of needs and requirements can be carried out quite effectively and
efficiently (Dwivedi and et.al., 2020). The Marketing Plan which will be used by Penguin
Marine and Logistics Services will be as follows-
Strategic audit-
It is necessary that a Strategic audit is conducted by the organizations so that they are
able to make sure that they can raise the overall level of efficiency and effectiveness and are able
to attain their necessary goals and objectives in the future (Goldman and et.al., 2021). For
conducting a Strategic audit, it is absolutely essential that the use of the following models is
made-
SWOT analysis-
It is an internal analysis tool which is used by the organizations so that they are able to
make sure that they can assess their overall internal position in quite a proper manner (Hofacker
and et.al., 2020). For a company like Penguin Marine and Logistics Services it is important that

its use can be made so that the company is able to progress further in the market in a proper
manner. Therefore, it is quite important that the company uses it in the right way.

SWOT analysis
Strengths Weaknesses
 The company provides quality products
and services to its customers which
enhances their overall satisfaction level.
 The company has its various stores
which are located all around the world
in different countries which therefore
help it in targeting the various types of
customers in a proper manner.
 The company is weak in the execution
of its marketing strategy which
therefore impacts it a lot.
 The company is weak in Innovation
and therefore this impacting its overall
level of profits which it can earn in the
future.
Opportunities Threats
 The company has an opportunity of
ensuring that through making the use of
expansion strategy it is able to expand
its stores in the different parts of the
world which will therefore help it in
enhancing the overall level of
profitability in a proper manner.
 The organization needs to ensure that it
makes the use of Innovation so that it is
able to bring new products and services
for targeting the wide range of
customers in the market.
 The organization faces a threat of lack
of appropriate level of profits and
therefore this is creating an impact on
its level of operations.
 The organization is also facing a threat
due to rising tax rates which are
impacting it a lot by reducing its level
of profits.
PESTEL analysis-
Political factors- These are the factors which are quite important for the organizations because
the change in the political situations can happen very quickly and therefore this can affect the
various types of organizations (Kaniawati, 2021). Penguin Marine and Logistics Services has to
make sure that it is able to assess these particular factors which will thus help it in being able to
make the required adjustments.
Economic factors- These are the factors which are important because the economic situations of
the various countries can change quickly. Penguin Marine and Logistics Services have to make
sure that the prevailing economic conditions are considered by it.
Social factors- These are the important factors which are required to be considered by the
organizations because this will ensure that the firms are able to take a right action regarding
enhancing their overall level of profits in the future. Penguin Marine and Logistics Services
needs to ensure that the social needs and requirements of the people in the society can be
considered which will be quite helpful in ensuring that they can be provided products and
services accordingly.

Technological factors- These are also crucial factors to be considered by the firms because there
are various technological changes which keep on happening (Karpenko, 2021). Thus, Penguin
Marine and Logistics Services have to make sure that the changes in technology can be
considered by it so that the changes can be implemented in a proper manner.
Environmental factors- These are also important factors because the customers are quite
conscious about the environment and therefore want environment-friendly products to be
provided to them. Therefore, Penguin Marine and Logistics Services have to make sure that the
environment-friendly products and services are provided to the various types of customers in the
market.
Legal factors- These are also crucial factors which are essential to be assessed because the
organizations are required to respect the legal rules and regulations of the country where they are
operating. Thus, it is important for Penguin Marine and Logistics Services has to put its focus on
the legal rules and obligations of the country where it is operating so that it can make sure that it
can attain its goals and objectives in a proper manner.
Marketing objectives- It is important that the organizations are able to set marketing
objectives which they can attain in the future so that they are able to make sure that they are able
to raise the overall efficiency and effectiveness of marketing strategies and tactics to be used in
the future which will thereby help in ensuring that the company is able to raise the overall level
of profits in a proper manner (Lee and Lee, 2020). Penguin Marine and Logistics Services will
set the following Marketing objectives to be attained in the future-
 To increase the overall level of sales revenue quite effectively and efficiently in the future
for targeting a higher-level of growth.
 To make sure that the new customer segments are targeted so that the sales of the
products can be increased quite appropriately.
 To make sure that the marketing of the new products is done so that the company is able
to ensure that it can attain its own goals and objectives in the future.
 To make sure that the enhancement in the overall market share can be done in the right
manner in the organizations which will help in enhancing overall profits.
Strategic options- There are various strategic options which are required to be
considered so that the organization is able to attain sustainable success in the future. The
use of STP framework has to be made so that the marketing strategy of the organization
can be made better (López-López and Giusti, 2020). The framework is explained as
follows-
 Segmentation- It refers to the way in which the segmentation of the market can be done
to target new customers in the market in a proper manner (Low and et.al., 2020). Penguin
Marine and Logistics Services has to make sure that it is able to make sure that its market

can be segmented in a proper manner so that it can manage out its particular needs and
requirements in a right way.
 Targeting- It means the way in which the targeting of the customers can be carried out so
that the level of profits can be increased quite appropriately (Matidza, Ping and Nyasulu,
2020). For Penguin Marine and Logistics Services, it is quite necessary that it is able to
target the right customers so that it can earn more profits. This will thus help it in
ensuring that it is able to enhance its overall level of profits.
 Positioning- It refers to the way in which the positioning of the products is done which
will help in ensuring that the company is able to earn higher-level of profits in the future
(Mehmet, Roberts and Nayeem, 2020). Penguin Marine and Logistics Services is
therefore required to make sure that it is able to gain a proper position in the market from
where it will be able to attain its various types of goals and objectives in a right manner.
Therefore, it becomes highly important that the right position of the products is set by the
company to effectively and efficiently penetrate the given market.
Tactical Mix- Tactical Mix is used in order to break down the business goals into
marketing objectives and ensuring that the use of the appropriate strategies and tactics
can be made for the purpose of ensuring that the attainment of the goals and objectives in
the future can be done in the right way (Pandey, Nayal and Rathore, 2020). For a
company like Penguin Marine and Logistics Services it is quite important that its usage
should be made so that it can attain a higher-level of efficiency and effectiveness.
Details of the implementation of the chosen strategy- The organization will make sure
that it is able to implement its chosen strategy so that it can get ahead of its competitors in
the market. Therefore, it is quite important that the management of Woolworths is able to
implement its chosen strategy in the following manner-
 It is quite important for the managers of Penguin Marine and Logistics Services that they
are able to make sure that the identification of the right markets can be made in Ghana so
that the company is able to make the right progress in the market (Putri and Hermawan,
2021).
 It is also essential for Penguin Marine and Logistics Services that it is able to ensure that
it expands its range of products and services to be offered in the markets which will allow
it to be able to successfully penetrate these markets in the right way quite effectively and
efficiently in a proper manner (Ratnadianti, Fahmi and Hannan, 2020).
 The management of Penguin Marine and Logistics Services has to make sure that through
using the right strategies and tactics the overall management of the various types of needs
and requirements of the target customer group can be met in the right way. This will
make the Market Penetration Strategy successful in the future (Sánchez-Garcés and et.al.,
2021).
 The managers of Penguin marine and Logistics Services have to ensure that by making
the use of the appropriate methods the company is able to ensure that it can become

successful in the future. These methods are required so that the Market Penetration
Strategy can become successful in the future.
Thus, in this way Penguin Marine and Logistics Services will be able to implement its
strategy in a proper manner and therefore in this way the company will attain its future
goals and objectives thereby helping it in enhancing the overall level of profits in the
future in the right manner quite effectively and efficiently.
Metrics which will be used by the organization to monitor performance and
measure success-
It is quite important for the organizations that they are able to make the use of various
types of metrics so that they can monitor their overall level of performance and are able to
measure success. The metrics which will be used by Penguin Marine and Logistics Services are
as follows-
 Monthly Growth- This refers to the assessment of the increase in the level of sales as
compared to the previous month. Penguin Marine and Logistics Services can make its use
so that it is able to assess the deviations and variations in the sales which will be useful in
ensuring that it can attain its marketing goals and objectives.
 Conversion Rate- This is quite an important metric through which the overall marketing
productivity can be measured. In the context of Penguin Marine and Logistics Services, it
is important that its use must be made so that the assessment of the number of leads
which were converted into actual sales can be made in the right manner effectively and
efficiently. In this way the goals and objectives of the company can be attained properly.
 Website Traffic- This is also a crucial metric because by making its use the organization
can assess the number of customers which visit its website. Therefore, it is important for
an organization like Penguin Marine and Logistics Services that it is able to make sure
that the increase in website traffic can lead towards more sales revenue which will thus
help it in attaining the wide range of marketing goals and objectives quite properly.
 Cost Per Lead- This is a metric which can be used in order to assess the cost which
incurs generating the leads. For an organization like Penguin Marine and Logistics
Services, it is absolutely essential that its use is made for the purpose of ensuring that the
company is able to bring a reduction in the overall marketing costs in a proper manner.
This will be quite helpful for the company so that it can make sure that it can enhance its
profits.
 Performance Review Feedback- This is also a metric which should be used in ensuring
that the overall level of performance of the marketing team can be reviewed and thus the
deviations and variations can be assessed. Therefore, this will be quite helpful in taking
the appropriate rectifying actions so that the deviations and variations can be removed in
a proper manner and therefore improvements can be made. In an organization like

Penguin Marine and Logistics Services this can be quite useful because this helps a lot in
ensuring that the company is able to improve its performance so that it can attain the
future goals and objectives quite easily. The Marketing Managers of the organization
therefore are required to make sure that by putting their focus on it they are able to bring
sufficient improvements in the overall level of performance which will thus help the
company to maximize the returns in the right way. Thus, it is quite important that the
organization makes its use.
TASK 2-
Key issues-
When the Marketing Audit is done it can lead towards the creation of various types of
key issues. Therefore, it becomes quite important that the assessment of these key issues can
be done quite properly. This will thus help in ensuring that these issues can be sorted out and
the organization is able to grow quite effectively and efficiently. For an organization like
Penguin Marine and Logistics Services, it is important that it is able to identify these issues
quite properly. Therefore, the key issues which for Woolworths can be explained in the
following manner-
 Selection of the right market- The selection of the right market is an important issue
for the organizations. Penguin Marine and Logistics Services faces this issue because
it has to find out the right market where it will able to channelize its potential in a
proper manner and therefore move ahead to attain its various goals and objectives.
 Selection of the appropriate customer segment- The selection of the appropriate
customer segment is quite important to be done because the customers of a particular
segment can be targeted in this manner. For an organization like Penguin Marine and
Logistics Services, it is therefore quite important that it is able to identify the
customer segment to be targeted so that its marketing strategies can be made better.
 Setting the right budget- Setting of the right budget is quite important from the point
of view of the organizations because this will help them in ensuring that they are able
to progress further in the market in the right way by properly conducting the
Marketing Audit (Sánchez-Teba, García-Mestanza and Rodríguez-Fernández, 2020).
Penguin Marine and Logistics Services therefore needs to make sure that through
using the right budget it is able to make sure that the marketing audit can be
conducted quite properly and therefore the company is able to bring more efficiency
in its operations in a proper manner.
 Accuracy of results- The accuracy of results is also an issue which is related with the
Marketing Audit in the organizations. For an organization like Penguin marine and
Logistics Services it thus becomes quite important that the results can be derived
quite accurately in the future.

 Inappropriate planning- The inappropriate planning is also an important issue
related with Marketing Audit. In Penguin Marine and Logistics Services, this issue
can be faced and therefore this can create a particular level of impact on the
organization. Thus, it is quite important that the Marketing Managers of the company
are able to plan in a proper way before the Marketing Audit can be initiated so that
the Marketing Audit is successful.
 Lack of use of appropriate methods and techniques- This is a major issues which
can incur while conducting a Marketing Audit (Sharma, Sharma and Chaudhary,
2020). This is so because if the organization does not use the right methods and
techniques the accurate results will not be derived which will therefore create a
particular level of impact on the organization. Therefore, it is very important for the
firm that it is able to make sure that it can take the appropriate steps towards the
attainment of the future goals and objectives. Penguin Marine and Logistics Services
has to thus ensure that it is able to make the right progress which will thus help in
moving ahead in the market in proper way by conducting its Marketing Audit
appropriately using the right methods and techniques effectively and efficiently.
Thus, in this way it can be said that through making the use of Marketing Audit the
organizations like Penguin Marine and Logistics Services will be able to make sure
that they are able to progress towards the attainment of their goals and objectives.
There are certain issues which can be faced in it and it is important to deal with them.
Justification-
The choice of the strategy for Penguin Marine and Logistics Services is Market
Penetration Strategy. This strategy is quite useful because it can help in targeting the broad
segments in the market where it will be able to make sure that it can derive the right conclusions
and recommendations and therefore make the appropriate progress in the market in a proper
manner. Therefore, it becomes quite important that the company is able to take the right steps for
the purpose of the implementation of this strategy in the future which will help it in attaining
success in the future.
Further, the STP policy which has been selected by the company will be quite useful in
ensuring that the company is able to expand its presence in quite an effective manner within the
market which will be quite useful in attaining the desired goals and objectives in a proper way.
This is required because this will be quite helpful for the organization in ensuring that it can
manage out the needs and requirements which are related to the customers and therefore make
the progress in the market in the future.
Also the company can make sure that the use of theoretical models can be made so that
the marketing strategy can be set quite appropriately which will enable taking the right decisions
for the future.

Justification of content of tactical marketing mix-
The tactical marketing mix is quite important from the point of view of the organizations
because this helps them a lot to be able to attain the desired success in the market quite
effectively and efficiently. Therefore, the content of marketing mix of Penguin Marine and
Logistics Services is as follows-
 Print- This mode will be used by the company so that it is able to make sure that it
advertises in the various newspapers and is able to make sure that it can reach a wide
range of audience in a proper manner. Therefore, this will help the company to be able to
enhance its overall level of profitability in the future.
 Online- This mode can be used by the organization so that it can make sure that it can
reach various customers quite appropriately. This mode is required because due to the
influence created by the advanced technology in the market the company can thus make
sure that it is able to target its customers in a proper way. This will be quite useful for the
company so that it is able to make sure that it can enhance its presence in the market.
 Television- This mode is also useful for the firm because through making its use the
company can make sure that it reaches a mass audience. Therefore, this will help it to
publicize its services among the different customers so that it is able to reach them quite
properly.
 Radio- This mode is also important for the organization because its use is necessary in
reaching the different types of customers in various areas in a proper manner. In this way,
the company will be able to make sure that it can attain the goals and objectives in the
future.
Therefore, it can be said that the company will be able to adjust the various contents of this
marketing mix in such a manner so that it can manage out its needs and requirements in a
proper way (Sheth, 2021). For the company, it will be helpful so that it can target more
customer segments in the market of Ghana which will thus help it to be able to raise the
overall level of efficiency and effectiveness and thus enhance the overall level of profits quite
properly. The contents of the tactical marketing mix are required to be adjusted in this case
so that the company is able to make sure that it can attain its goals and objectives in the
future. Therefore, it is recommended to the company’s managers that they are able to take the
appropriate actions so that the tactical marketing mix can be implemented and thus the
management of the marketing needs and requirements of the company can be done which
will help in enhancing the overall profitability level in the future quite effectively and
efficiently.
Gantt Chart-
A Gantt chart is a diagram which is prepared in order to make sure that the organization
is able to set a proper schedule for its activities which will be quite helpful in ensuring that