Sechelle Ltd Marketing Strategy Report: Semester 2, 2023

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Marketing strategy
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Executive Summary
The project report addresses and elaborates on the in-depth and elaborated understanding of the
internal and external environment related to the work operations of the Sechelle Ltd so as to
assist the authority concern in the better and effective decision making. For the attainment of the
effective command PESTLE and SWOT analysis has been used. Apart from that the report work
addresses on the evaluation of the various strategy that can assist the company concern in
gaining of the competitive advantage. This will ensure better command in the attainment of the
objectives in a better manner. In addition it enhances the application of the STP (Segmentation.
Targeting and Positioning) approach so as to enable the management of Sechelle Ltd in the
creation of the suitable brand value. This will assist the company concern in the attraction of the
customer from a greater market scenario.
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Table of Contents
Executive Summary.........................................................................................................................1
Introduction......................................................................................................................................3
Part 1................................................................................................................................................4
Situational Analysis.........................................................................................................................4
Competitive advantage (USP).........................................................................................................8
Evaluation of current marketing strategy........................................................................................9
Part 2..............................................................................................................................................10
Segmentation Targeting & Positioning (STP)...............................................................................10
Recommended objectives and goals (SMART)............................................................................12
Recommend marketing strategies, based on the application of the marketing mix to your chosen
brand..............................................................................................................................................14
Conclusion.....................................................................................................................................16
References......................................................................................................................................17
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Introduction
The assessment task highlights on the application of the PESTLE and SWOT analysis so as to
assist the authority concern of the Sechelle ltd ensure effective command on the internal and
external environment. This will assist the authority concern in the better work operations. Apart
from that the report work addresses on the USP of the company that can be more enhanced with
the effective evaluation of the varied sets of the strategy. This will support in the dealing with the
strategy of the competitors. Further provided, the report work embarks on the creation of the
brand awareness so as to attract the customers in a better and effective manner. For the purpose
the report work embarks on the understanding of the STP (Segmentation, Targeting and
Positioning) approach that can assist in gaining of the greater level of productivity and the profit
margin.
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Part 1
Situational Analysis
For the attainment of the suitable command on the terms of the market and the various situations
emerging from the market environment there is a crucial role of the authority concern of Sechelle
ltd. This will assist the management of the concerned company to focus on the analysis of the
internal and external environment so as to have better decision with respect to the future
operations (Stead and Hastings, 2018). In this respect the company concern can make use of the
PESTLE and SWOT analysis.
PESTLE Analysis
PESTLE analysis is a framework that supports in the analyzing and monitoring of the macro-
environmental factors that can as such assist in the better performance and the increased level of
productivity (Wahab, et, al., 2016).
Political Aspect
Political aspect depicts on the intervention of the government in the work operation of the
concerned company. There various factor in this parameter that needs to be focused by the
management of the Sechelle ltd i0n relation to its work operations:
 Government policy
 Political stability or instability
 Tax policy
 Environmental laws and trade restrictions.
Since the company involves in the process of the production the use of the chemical materials it
is necessary that they ensure adherence of all the policies of the government so as to avoid all the
barriers.
Economic Aspect
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Economic aspect reflects the determinant that depicts the performance of the economy. The
factors of the economic parameters include:
 Exchange rates
 Inflation Rates
 Disposable income (Stead and Hastings, 2018)
 Income of the consumers and the unemployment rates
The company while implementing its operation in the dynamic environment must considered the
economic aspects so as to ensure better decision making with respect to the product.
Social Aspect:
Social factors include all the factors that are favorable in respect to satisfying them with respect
to the products of the company. It includes factors such as:
 Price of the product
 Quality of the product (Ahmed and Rahman, 2015)
 Uses of the product
The management of the Sechelle ltd needs to make sure that the products being offered are good
enough that can better satisfy their needs and wants leading to suitable command and operations.
Technological Aspect
The factors of the technological parameters will assist in the bringing of the innovation and
creativity so as to ensure better work operations in terms of the working patterns of the
competitors. Technological aspects include the following parameters:
 Level of innovation
 Technological change
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 Technological awareness
 Research and development activities
The management of Sechelle ltd must ensure to bring technological advancement in the
manufacturing of the product such that to have suitable better command on the factors of the cost
and availability of the resources (Ahmed and Rahman, 2015).
Legal Aspect
Legal aspects include the various laws that need to be abide by the management of the
companies in order to avoid the barriers (Rastogi, et. al., 2016). This will assist in the enhanced
trading and in ethical manner. It includes the following parameters:
 Employment laws
 Consumer protection laws
 Copyright and patent laws
The management of Sechelle ltd must ensure a proper overview on the legal parameters such that
to have better adherence of the various laws. This will assist in avoid all the barriers in terms of
the legal parameters.
Environmental Aspect
Environmental factors in the recent scenario have become the factor of great importance. This is
mainly due to the scarcity of the raw materials and the increase level of pollution. Environmental
aspects mainly include:
 Weather and climate
 Environmental offsets
The management of Sechelle ltd must ensure proper knowledge of the environmental prospects
so as to ensure effective attraction of the customer from the national as well as international
market.
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SWOT analysis
SWOT analysis is an approach that assists in the identification of the strengths, weakness,
opportunities and threats (Rastogi, et. al., 2016). This will assist the management of the Sechelle
ltd in the identification of the areas that can improve and maximize the amount of the
profitability. The SWOT analysis of the management of Sechelle ltd includes:
Strengths
 The company has a good and positive brand
value.
 The company has positive and active response
of the employees leading to better coordination
of the activity related to the manufacturing of
the products (Widya Yudha, et. al., 2018).
Weakness
 Ineffectiveness in the formulation of the
strategy with respect to the work operations.
 Poor coordination among the various
departments operating in the Sechelle ltd
Opportunity
 Availability of the good resources (Fozer, et.
al., 2017)
 Attainment of the suitable command that can
assist in dealing with the competition.
Threats
 Frequent changes prevailing in the
environment of the market.
 Changes in the needs and wants of the
customer.
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Competitive advantage (USP)
The competitive advantage of the Sechelle ltd is to offer good and enhanced quality products
with the view to attract the greater sets of the customers. This will also assist the company in
dealing with the intense level of competition leading to better position in the market arena. For
the purpose the company is also focusing on the adoption and implementing the suitable and
effective strategies that can assist in dealing with the various dynamics prevailing in the market
environment. This will as a result assist the company concern in the better work operation with
respect to the manufacturing of the various products.
However, in this respect it is recommended that the authority concern must focus on the active
coordination and participation of the varied parties linked with the Sechelle ltd. This will assist in
the better integration of the activities that will as a result assist in the attainment of the
objectives.
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Evaluation of current marketing strategy
The authorities of the Sechelle ltd are following the cost leadership strategy and market
segmentation strategy in its work operations. However, there is a great need that the authority
concern evaluate the varied terms and aspects associated with the strategy so as to ensure better
and effective decisions. Cost leadership strategy assist the company concern in making suitable
command on the factors of the price with the proper command on the aspects of the advertising,
market research and development. This as a result assists the company concern in the gaining of
the suitable amount of profit (Phadermrod, et. al., 2019). However, the concerned strategy does
not hold a good viability in dealing with the intense level of competition. Further, with the
adoption of the concerned strategy in the unusual circumstances may tend to lose customer that
can act as a major threat in the work operations of the concerned company.
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Part 2
Segmentation Targeting & Positioning (STP)
Segmentation, targeting and positioning approach provides for a broad framework that
summarizes and simplifies the procedure of market segmentation (Gürel, et. al., 2017). With the
concerned approach the focus can be made on the better and effective alignment of the products.
In addition it also assists in the optimum and effective utilization of the resources. This will as
such assist in the attainment of the suitable command on the facts of the cost. In context of the
Sechelle ltd, the company is focusing on the creating of the brands value for the cleansing
product iads required to focus on the adoption and implementation of the concerned approach so
as to ensure better and effective command (Phadermrod, et. al., 2019).
Segmentation
The business organization, Sechelle ltd develops its market segmentation through conducting
market research and analysis of the customer data in order to enhance the brand share in
competitive market. Sechelle ltd could increase its brand awareness through analyzing the
market needs regarding the cleaning products. Sechelle ltd undertakes the consideration of
segmentation for its brand awareness in the market as it provides Sechelle ltd to seek
opportunities to make the brand more compelling in the market through new offers for the
customers in the market. Sechelle ltd could segment the target market through appropriate survey
of the customer demand for the brand’s cleaning products(Wedel, et. al., 2012).
Sechelle ltd targets the market for its cleaning products through evaluating each segment such as
criteria size of market for effectively segmenting the market for increasing the brand awareness
of the company’s products and the cleaning products of Sechelle ltd also consists accessible
segmentation for efficiently targeting market and for increasing brand awareness in the
competitive market. Moreover Sechelle ltd efficiently carry out STP process through positioning
its existing cleaning product in the target market for analyzing the competitors position in
market, determining a comparison of the brand products along with competitors products and to
accurately determine the brand’s product and current business position of the Sechelle ltd in the
market(Yan, et. al., 2016).Sechelle ltd through STP could measure difference in competitive
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market and would also be able to provide effective message related with cleaning products of the
company. Sechelle could increase it band awareness in the competitive market through analyzing
the market, identifying the customer demand and developing effective techniques and methods to
demonstrate the efficiency and features of the cleaning products Sechelle ltd offers in the
competitive market. Through STP approach, Sechelle ltd increase its brand awareness, establish
impactful brand image and could increase its share in the market (Hatheway, et al., 2017).
Targeting
In the concerned approach the focus is made on the segregation of the large market into small
segments. This will assist in the better concentration on the needs and wants of the customer
(Camilleri, 2018). It will in addition assist in the better satisfaction leading to the better capturing
of the market arena.
Sechelle ltd is focusing on the cleansing product so as to attract the customer. For the purpose the
company is trying to ensure the needs and wants of the customer of the small market. This will
as such assist in the company in creating a suitable brand value for the product leading to better
attainment of the objectives. With the aid of the targeting the management of the Sechelle ltd
will be able to focus on the increment of the market share leading to effective growth and
sustainability (DeSarbo, et. al., 2017).
Positioning
This is an important and crucial element in the concerned approach. With the terms of the
positioning it assists and supports the customer of the business concern in the better
understanding of the image of the brand in the minds of the customer. The management of the
Sechelle ltd while focusing and understanding on the creating of the brand awareness with
respect to the cleansing of the product must ensure the concerned element (Wirtz and Lovelock,
2017). This will assist in the better identification of the features that can assist in distinguishing it
with the competitors. The management of the Sechelle ltd can get the series of the benefits such
as:
 The company concern will be able to cope up with the series of the challenges.
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