Strategic Marketing Planning Report: Corporate and Business Strategy

This report provides a detailed analysis of the strategic marketing planning of Oak Cash & Carry, a UK-based grocery wholesaler. The report begins with an introduction to strategic marketing planning, emphasizing its importance for achieving organizational goals. The main body of the report delves into the concepts of corporate and business strategy, explaining their roles in guiding the company's direction and gaining a competitive advantage. The report then presents a brief history of Oak Cash & Carry, tracing its evolution from its establishment in 2000 to its current market position. Furthermore, it identifies and critically evaluates the company's corporate and business objectives, including its goals for revenue growth, market expansion, and customer service improvement. The analysis highlights the significance of adapting marketing policies to meet consumer needs and the importance of continuous strategic planning in a dynamic business environment. The report concludes by summarizing the key findings and emphasizing the value of strategic marketing planning for the success of Oak Cash & Carry. The references section includes a comprehensive list of sources used in the report.

Strategic marketing
planning

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................4
What is corporate strategy?..............................................................................................................4
What is business strategy?...............................................................................................................5
Brief: History of the organisation....................................................................................................5
Organisation corporate and business objectives with critical evaluation and analysis....................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Strategic marketing planning means the approaches and strategies which companies uses
to achieve their goals in the target market. This strategy identifies the internal and external
environment,competitors, innovation and many more so that organisation can work according to
the demands of such factors in effective and successful manner(Yaghin, 2020). Using this
approach, organisations gets the idea that what marketing strategies has to be adopted to achieve
goals. It takes into consideration all the short term and long term views of markets and also
reviews the current financial position of the company with the trends in market which will help
the organisation to differentiate it from others. For gaining success in the market, the company
must change its marketing policies and planning according to the needs of the consumers. This
report covers corporate and business strategy of Oak cash & carry which was incorporated in
2000 located in Banbury,UK. This report also covers the history of the organisation and its
corporate and business objectives.
MAIN BODY
What is corporate strategy?
Corporate strategy is the long term plan which provides direction to the organisation and
helps in achieving goals successfully. It is also an interrupted process which requires continuous
attempt for engaging investors to trust the company in terms of their financial position(Lim, Jee
and De Run, 2020). This strategy helps in achieving the competitive advantage in the market
form their competitors. Corporate strategy also helps in determining the goals and motivates the
employees to achieve them and sets out what plan has to be achieved and in what time. When the
strategy or planning regarding the organisation goals and its objectives are made prior it helps
the companies to format their working and go in accordance with the plan and every organisation
have their own strategies for capturing the market. Oak cash & carry operates in grocery market
with 54 employees whose main focus is on customer trust and providing those products and
services which customer wants(Mezhouda, 2019).
The main aim of the company is to increase the number of customers which will
ultimately lead to increase in revenue and the target of the company is to increase its profit from
$5.25 million to $7 million which will increase the dimensions of the company and will help it to
expand further in different areas. Oak cash & carry wants to expand from 2 companies so that

name of the company increases in the market and more consumer gets connected. The company
wants to make innovation and uniqueness in the products that are being offered to the
consumers . Still, the main aim of the company is to expand its size and its extent so that they
can employ more workman which will help in increasing goodwill of the company(D’Souza and
et. al., 2019). The company want to increase its business line from physical purchase to making
the business online as now more customers are engaged in online purchase of goods and
services. For achieving goals every organisation have short term and long term strategies and
plans to build its business.
What is business strategy?
Business strategy is a plan which management of the company makes to achieve its
goals and to gain competitive advantage in the market (Pu, Gong and Han, 2019). Making
strategies and plans are essential for the business because it helps in providing the correct
direction to the business and provides solutions for unforeseen circumstances which can be faced
by any business organisations. Business strategy is important as it provides whole information in
a clear way where business can perform its activities and can change it according to the
requirements. When the plans are made in advance it helps the entrepreneurs who wants
investments to transfer their idea to potential investors.
Oak cash & carry always focusses on attracting new customers by offering them special
deals which are providing them incentives on bulk orders, higher discount compared to others
etc. the company always focusses on more advertising so that customers come to know more
about the company which will lead to increase in orders and thus,high revenue (Dubey, 2019).
When the retailers are accompanied with full stock it becomes easy for them as well as to the
customers but when retailers are out of stock it decreases their revenue and consumers have to
face deficiency for that product decreasing the goodwill of retailer. The company have targetted
in providing fast shipping and delivering timely products to its customers and to see whether the
demands of the products are met. Oak cash & carry decides to launch its application where
customers can make and receive their orders which will help in providing smooth process in the
working and also the response will be more quick. Company have come up with excellent
customer service providing assistance to customers and providing training to the sales
department for communicating in a decent and affectionate manner. Providing knowledge about

different products which are offered in the market and making recommendations about the
products will help in building good relations with the customer is what company focusses.
Brief: History of the organisation.
Oak cash & carry was established in the year 2000 in Banbury,United Kingdom which
deals in non-specialised wholesale groceries,food, wine and distilled beverages etc. (Valos,
Mavondo and Nyadzayo,2019) .The company started its small business of distributing the
products to some shops with quality in its working. In the initial phase the company was
operating in wholesale of food at low scale but they were facing heavy debt as the company was
not able to earn more .In 2002,Oak cash & carry become more focussed for distribution division
to different retailers. In 2003,the company started earning profits not greater then invested capital
but yet some profits which gave idea to the company for doing its business.
Later on, the company expanded its activities from food groceries and general line ,wine
and distilled beverages and fruits and vegetables etc. and began to export and import the products
to other countries. Oak cash & carry started gaining its name in the market and also with retailers
with annual revenue of $5.13 million .Company is still making different policies to make its
business name distinct in the market and started working on digitizing its operations which will
help the company to run the business smoothly and more investors are coming to invest in this
business line.
Organisation corporate and business objectives with critical evaluation and
analysis.
Corporate objectives:
Corporate objectives are those which are associated with the business completely and are
set up by top authority focussing on all the desired performance and outcome of the
business(O’Dwyer and Gilmore, 2019). The company always aims to achieve its objectives in
order to maximise value for its owners. Some of the corporate objectives are explained below-
 To acknowledge the role of retailers and wholesalers so that company comes to know
about the marketing channel.
 Focus on withholding the customer base which will help in increasing revenue.

 To gain greater effectiveness in the local market and lately exporting products to other
countries.
 To increase sales figure by selling products in large proportion to different customers.
 Increasing customer base by extending to new retailers and other customers.
 Improving customer service and their experience from the business.
All these corporate objectives will help the company to raise its market share and develop
its goodwill which will add more customers in the company . The company needs to make
effective marketing planning which will impact the profits and will help in improving the
distribution channel. Oak cash & carry have always tried to expand its business by adding new
products in the business because of which the company is gaining brand success (Elliott, Day
and Lichtenstein, 2020). With this,they are also trying to increase their productivity by equipping
themselves with all products required by the customers leaving no deficiency.
Business objectives-
Business objectives means the targets which are set up by the organisation and to achieve
them over a specific time(Pham, and et. al., 2019). These objectives provides the plan of how the
company is going to achieve these objectives and what time it will take to accomplish them.
Business objectives of Oak cash & carry are-
 Sustaining profitability from $5.13 million to $7 million so that revenue stays above from
the costs .
 Reaching larger audiences and to understand their buying activities so that the company
knowns the demand of products according to the requirements of customers.
 To ensure growth and expansion of business in accordance with increase sales and more
customer base.
CONCLUSION
Thus,from above analysis it can be concluded that strategic marketing planning helps the
organisation to evaluate the market environment which becomes simple for the organisation to
frame their goals according to the demands of market. Strategic plan helps in identifying the
target market and also provides information regarding the fuller utilization of resources. These
plans are continuous as the business environment keeps on changing which the company needs
to watch regularly. The company needs to make its planning in advance so that they have full
knowledge as to what steps should be taken if some contagious issues are faced.

REFERENCES
Books and Journals
D’Souza, C. and et. al., 2019. Environmental management systems: an alternative marketing
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Elliott, G., Day, M. and Lichtenstein, S., 2020. Strategic planning activity, middle manager
divergent thinking, external stakeholder salience, and organizational performance: a
study of English and Welsh police forces. Public Management Review. 22(11). pp.1581-
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Mezhouda, A., 2019. Strategic planning of scientific research activities: What is the added value
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O’Dwyer, M. and Gilmore, A., 2019. Competitor orientation in successful SMEs: An exploration
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Pham, T.H. and et. al., 2019. Evaluating the purchase behaviour of organic food by young
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Pu, X., Gong, L. and Han, G., 2019. A feasible incentive contract between a manufacturer and
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Valos, M.J., Mavondo, F.T. and Nyadzayo, M.W., 2019. How do alternative strategic
orientations influence social media performance?. Journal of Strategic
Marketing. 27(1). pp.1-20.
Yaghin, R.G., 2020. Enhancing supply chain production-marketing planning with geometric
multivariate demand function (a case study of textile industry). Computers & Industrial
Engineering. 140. p.106220.