Strategic Marketing CW2 Report: Analysis of Marketing Strategies

This report provides an executive summary of strategic marketing principles, focusing on the application of these principles by Ashanti Marketing Solution Limited. The report delves into the adaptation and standardization of the marketing mix, emphasizing the importance of modifying products to reach a wider customer base, particularly in the context of the company's expansion into the French market. It further explores the CBBE (Customer-Based Brand Equity) model, outlining the stages of brand identity, meaning, response, and relationships. The report also examines integrated communication mix and methods, highlighting the importance of coherence, consistency, and continuity in marketing messages. Finally, the report discusses the measurement of success through profitability, customer acquisition, and employee satisfaction, providing a comprehensive overview of strategic marketing practices and their impact on business outcomes. The report concludes by referencing key academic sources supporting the analysis.

STRATEGIC MARKETING
CW2

EXECUTIVE SUMMARY
Strategic Marketing is the process in which an entity is required to conduct
different process such as planning, implementing and many more through which company
can get the opportunity to take lead with the market. This file has a detail information
adoption and standardisation of marketing mix including CBBE model. Marketing
communication process is one of the way through which any of the company can provide
information about the products of a company. Measurement of Success has guided the
organisation to determine whether goals has been accomplished or not.

TABLE OF CONTENT
• Introduction
• Adaptation & standardisation of marketing mix
• CBBE Model
• Integrated communication mix and method
• Measurement of success
• Conclusion
• References

INTRODUCTION
• Strategic Management has become of the
essential topic within the business
organisation where proper planning is the
most important thing where focus is
required. In context of the file, the
chosen organisation is Ashanti marketing
Solution Limited.

ADAPTATION & STANDARDISATION
OF MARKETING MIX
Adaptation of Marketing Mix: It is explained as the process where company tries
to bring modification or changed within the product for the purpose of reaching out
maximum number of customers. This process is among those process where new process
can also be introduced for taking competitive advantage. For example: company like
Ashanti marketing Solution Limited is planning to expand its business within the market of
France where their focus will be on Web designing.

CONTINUE…
• Standardisation of Marketing Mix: It is one
of those process where organisation focuses that
how they are needed to perform within the
market for the purpose of accomplishing their
goals. The major focus in this respective strategy
is that company mainly focuses on the approach
where they can reduce overall cost of the
product.

CONTINUE…
In context of Ashanti marketing Solution Limited, they are entering into the market
of France for the first time where they will focus mainly on Web designing work. It is
necessary for them to understand that company must be able to focus towards standardised
marketing mix across different segment within the same market because it is one of the
process through which they can connect with more number of customers in a very short
time period which is not necessary that it will be completed in the field of another approach.

CBBE MODEL
It is one of the model which is important for
business entity because it directly contributes for
accomplishing the goals on specific time period.
The CBBE Model was introduced by Keller
Model which is developed in pyramid shape
which shows that how any of the business can
develop its brand image within the market.

CONTINUE…
• Brand Identity (who are you?):It is known as the primary phase where customer tries to
see the product of company and starts to distinguish with others
• Brand Meaning (What are you?):Although it is the second stage but it needs to
understand that when customers of Ashanti marketing Solution Limited will become
aware about the products of a company then they will start to ask different question

CONTINUE…
• Brand Responsibility (What are the feelings for the brand?): It is among one of the
important stage where lots of positive vibes are required for the management. In context of
Ashanti marketing Solution Limited, they are planning to expand their business to France
where lots of people will do criticism towards the product of a company
• Brand Resonance (a strong relationship):This is the stage where company has developed
its image within the market through which they can easily attract higher number of
customers in future time period. It is said that company like Ashanti marketing Solution
Limited and their customers will build strong relation till this stage.

INTEGRATED COMMUNICATION
MIX AND METHOD
• Integrated communication mix is the process by which an organization grows itself and
makes the best outcome possible of an situation to achieve an particular task. This
communication is one of the easiest things because it promotes ideas that are unique and
is very much required by an organization of any nature to grow itself.

CONTINUE…
• COHERENCE: Coherence means ensuring that marketing messages are logically
connected across all organizational channels. For example, direct mail, SMS messages,
and emails should all be directing customers to do the same thing.
• CONSISTENCY: All the marketing channels should reinforce the same message. This
involves using a consistent design through colours and imagination, the same tone of
voice and the same call for an action