Strategic Marketing Management and Branding Analysis Report

This report delves into the realm of strategic marketing management, focusing on the core concepts of strategic marketing and branding to attain a competitive edge in the market. It outlines the strategic marketing process, including planning, development, and implementation. The report incorporates key elements like SWOT analysis, Ansoff Matrix, and the marketing mix, including the 4 and 7 Ps. Branding is highlighted as a crucial aspect, with discussions on brand pyramid, brand positioning, and brand management. The report uses Amazon as a case study, demonstrating the practical application of these concepts. The conclusion emphasizes the importance of marketing planning for market positioning and competitive advantage.

STRATEGIC
MARKETING
MANAGEMENT

 The assignment helps in understanding the concept of
strategic marketing and branding in obtaining the
competitive advantage in the market
 Strategic marketing is the process of planning,
developing along with implementing maneuvers for
obtaining the competitive advantage in the market
successfully (Brown, Foroudi and Hafeez 2019)
 It is essential aspect as it is capable of simplifying the
direct map of the objectives of the company and
achieve them
INTRODUCTION AND PURPOSE OF
STRATEGIC MARKETING

DIAGRAM OF MARKETING
PLANNING PROCESS

 Development of the action plans
 Analyzing the present situation through
SWOT analysis
 Development of the marketing strategy with
the help of marketing mix and communication
means (Garg and Berning 2020)
 Employing, executing along with evaluating
process of planning which will be efficient in
managing the goals
CONTD….

 SWOT ANALYSIS- With the help of the respective
analysis, the external opportunities and threats along with
internal strengths and weaknesses are being analyzed which
will be suitable for the enhancement of the planning and
achieving the goals in a suitable manner . It will be capable
of quickly capitalizing the market successfully (Haislip
and Richardson 2017)
 ANSOFF MATRIX – It is the other important theory in
the marketing planning process as it helped in making the
marketers understand the different risks which are
associated and providing different strategies on which they
can be focusing for making the business efficient in nature
(Ntounis, Lloveras and Parker 2019)
ANALYSIS OF THEORIES AND RELATION
TO MARKETING PLANNNING PROCESS

 MARKETING MIX- It is the other aspect that
includes 4 and 7Ps which needs to be
implemented by the companies for
understanding their position in the competitive
business environment. In such scenario, the
product, price, place and promotion are the
major elements that are needed to be
implemented and analyzed thoroughly for
understanding the position of the company
successfully (Schreiber 2017)
CONTD….

 Branding is the most significant element as it
helps in creating memorable experience on the
minds of different customers
 It allows the customers and clients in
understanding their requirements from the
company as it is the way of distinguishing
themselves from competitors (Taghipourian and
Bakhsh 2017)
SIGNIFICANCE OF BRANDING
USING AMAZON AS EXAMPLE

 In Amazon, it is one of the recognizable brands
wherein the huge selection along with low prices
are the key elements which are being adopted by
them
 The customer centric approach is the key element
of Amazon wherein they are constantly innovating
the ways for enhancing the experience of the
customers in a suitable manner (Amazon.com
2020)
Contd….

 Brand Pyramid – It is the model which helps in
discussing steps through which the customers establish
their loyalty for a particular brand (Tronvoll, Barile and
Caputo 2018)
 Brand Positioning-It is considered to be conceptual
place wherein the target audiences can be captured and
they will be able to meet their demands successfully
 Brand Management- It is considered to be the activity
of properly supervising promotion of the particular
product and brand of goods successfully (Tronvoll,,
Barile and Caputo 2018)
ILLUSTRATING CONCEPTS OF BRAND
PYRAMID, BRAND POSITIONING AND
BRAND MANAGEMENT

 Brand management helps in increasing perceived
value of product line or brand over time
 Brand Pyramid helps the companies in identifying
position of the customers and investing their loyalty
towards the certain product in the market successfully
 Brand positioning helps in understanding the position
such as high quality and high price or high quality
and low price needs to be ascertained (Amazon.com
2020)
INTEGRATION OF THE CONCEPTS
IN MARKETING PLANNING

 Therefore, it can be concluded that marketing
planning is the key element that is needed to be
implemented by the companies for improving
their position in the market and gain competitive
advantage
 The different theories and concepts such as
marketing mix, SWOT analysis along with
Ansoff's matrix are helpful in understanding the
position of the brand in the market
CONCLUSION

 Amazon.com 2020 Amazon- Online Store (Online) Retrieved from https://www.amazon.com
[Accessed on 27th March 2020]
 Brown, D., Foroudi, P. and Hafeez, K., 2019. Marketing management capability: the
construct and its dimensions. Qualitative Market Research: An International Journal.
 Galli, B.J. and Kaviani, M.A., 2017. Are project management and project life cycles affected
by marketing and new product development?. The Journal of Modern Project
Management, 5(1).
 Garg, R. and Berning, S.C., 2020. Indigenous Chinese Management Philosophies: Key
Concepts and Relevance for Modern Chinese Firms. In Indigenous Studies: Breakthroughs
in Research and Practice (pp. 1-15). IGI Global.
 Haislip, J.Z. and Richardson, V.J., 2017. The effect of Customer Relationship Management
systems on firm performance. Int. J. Accounting Inf. Systems, 27, pp.16-29.
 Ntounis, N.F., Lloveras, J. and Parker, C., 2019. A Review Of Epistemological Issues And
Philosophical Positons For The Development Of Theory In Place Marketng.
REFERENCES