Strategic Marketing Report: Analysis for Total Marketing Solutions

This report provides a comprehensive analysis of strategic marketing, focusing on the application of marketing principles to business ventures. It begins with an introduction to strategic marketing, emphasizing its role in differentiating businesses and providing customer value. The report explores the relationship between corporate and marketing strategies, highlighting the importance of aligning departmental goals with overall corporate objectives. It then delves into the development of effective marketing strategies, including the identification of business goals, market analysis, and the creation of marketing plans. The report examines internal and external environmental analysis, competitive positioning, and marketing communication strategies. Key concepts such as the 7 P's of marketing and Ansoff's matrix are also discussed. The report uses Total Marketing Solutions (TMS), a marketing consultancy, as a case study to illustrate the practical application of these concepts, offering insights into how businesses can gain a competitive advantage through strategic marketing. The report concludes by summarizing the key findings and recommendations for implementing effective marketing strategies within an organization.

STRATEGIC
MARKETING

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
ACTIVITY 1....................................................................................................................................1
1.1 Role of strategic marketing in the organization...............................................................1
1.2 Relationship between corporate strategy and marketing strategy....................................2
1.3 Analysis on developing marketing strategy.....................................................................4
3.1 Analysing decisions and choices to be made at corporate level.......................................5
3.2 Assessing decisions which are influencing at functional level........................................7
3.3 Analysing approaches for competitive positioning of organization.................................8
ACTIVITY 2....................................................................................................................................9
2.1 Internal environmental analysis of TSM..........................................................................9
2.2 External environmental analysis of TSM.......................................................................11
2.3 Integration of internal and external analysis..................................................................12
ACTIVITY 3..................................................................................................................................13
4.1 Identifying range of strategies that contribute business competitive advantage............13
4.2 Analysis of the marketing communication strategies for the business venture..............14
4.3 Analysing marketing strategies as how it can be implemented within business organization
..............................................................................................................................................15
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Strategic marketing can be defined as a process through which business organization
differentiates itself from their competitors by capitalizing their strengths. Further, they also
emphasize on providing best of the value to their customers as compared with their major
competitors which are working in the same industry (Hollensen, 2015). With good marketing
strategy, organization will be able to develop a good product policy which will help them in
achieving their goals and objectives as well as it will also boost venture morale to increase their
revenue and profitability. Further, effective strategic marketing will give firm a competitive edge
and with that, they will get best of the customer responses which will help them in building
superior brand image. Organization undertaken for the present study is Total Marketing
Solutions (TMS) which is a marketing consultancy business that provides support and advice to
other business ventures who are looking for developing their strategic marketing plans.
This present study will focus on understanding the role of strategic marketing within the
business organization. This report will also emphasize on analyzing that how an effective
marketing strategy is developed within the business enterprise. Further, this study will also look
towards the evaluation of different approaches in the respect of internal and external
environmental analysis.
ACTIVITY 1
1.1 Role of strategic marketing in the organization
Strategic marketing helps in ensuring that business venture must select the right output,
products as well as services to bring best of the outcomes for the customers. Apart from it,
marketing is also considered as a management process of identifying, anticipating and satisfying
the needs of different users. Further, there exists many roles of strategy within the business
enterprise. Some of these roles have been studied down under:
Major framework for operational planning:
Strategies generally provide framework for plans and by taking effective operative
decisions, firm will be able to achieve their goals and objectives in a significant manner (Proctor,
2014). Moreover, if strategies are developed by taking proper actions and if these strategies are
effectively understood by the managers, then it will provide consistent framework for the
operational planning. TMS considers the requirements of their business clients and accordingly,
develop their plans and policies.
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Streamlining the product development:
Marketing strategy will help the mentioned enterprise to develop services with an
optimum chance of making profit. This is genuine because marketing strategy starts with
undertaking the market research and by taking this thing into consideration, organization will be
able to satisfy the needs and demands of their customers. Further, cited firm should come to
know that what are the needs of customers and they should produce only those services which
give them maximum satisfaction and help mentioned firm to increase their revenue as well as
productivity.
7 P's of marketing
Strategic marketing can help TMS in ensuring that firm provides right quality of services
to the business ventures which will help it to achieve their goals and objectives in an effective
manner (Zhu and et.al., 2012). Different P's have their own significance in the success of
business firm and these P's of marketing have been discussed down under:
 Right product/service
 Right place as they should be available through right channels
 Right price as it needs to be served products and services at the best of price and there
should not be a burden on service users.
 Right promotion as it needs to be presented products and services in a right manner with
the help of different promotional techniques.
 With employment of right people, they give user a genuine experience and guide them
regarding all the positive forms of service.
 Physical evidence needs to be taken into consideration as business venture has to
consider business environment and different other factors.
 Under process, cited firm has to be taken into consideration that products and services
should be user-friendly (Blythe and et. al., 2010).
1.2 Relationship between corporate strategy and marketing strategy
Corporate strategy
An organization strategy shows that where corporate wants to go and how they are
planning to go there. This definition of corporate strategy is applied to both the overall strategy
of venture as well as to the strategies to major sub-units of organization as well. Apart from it,
major attention is given to strategy formulation at the corporate level as compared to business
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level. Moreover, for TMS, concept of strategy management includes different activities which
consist of determination of strategy, implementation of strategy and evaluation of strategy.
Furthermore, corporate refers to the organization and it defines as the overall strategy for
the company (Frankwick and Ward, 2010). It can be also treated as a long-term planning for the
venture which includes directions and goals. Direction is termed as a way through which firm
plans to achieve their final objectives. Moreover, in the corporate strategy, management of TMS
can plan to enter into a new market or can come out from the existing market as per the
possibilities of corporate strategy along with due justifications.
Moreover, corporate strategy is influenced by the culture, stakeholders, resources,
environment, mission and vision. Apart from it, in order to achieve the goals and objectives,
cited organization can focus on different areas like organization structure, profitability, change
management and diversification. Along with this, it can majorly increase their business
operations with the help of joint ventures (Difference Between Corporate Strategy and
Marketing Strategy, 2015).
Marketing strategy
Marketing strategy is an important function within the business organization which is
handled by different departments. Sales is considered as a part of marketing function and major
role which sales people have to play is that they need to increase the sale of services and should
focus on achieving corporate advantage over their major competitors (Leisen, Lilly and Winsor,
2010). In relation to this, marketing strategy can be defined as a process of increasing the sales
and enhancing the corporate advantage in a sustainable manner. Further, TMS venture implies
marketing mix techniques to develop their future plans. Earlier, only four major elements were
the part of marketing strategy and these were product, price, place and promotion. But after some
time, people, process and physical evidence were also given priority and they have been added in
the conventional toolkit of marketing strategy.
Marketing strategy also involves different aspects of marketing planning which includes
day to day functions, short-term objectives, new product development, customer care, etc.
Relationship between these two strategy
Business enterprise is made up of many departments and function major operations like
marketing, finance, human resources, production and different others. Organization is considered
effective when all the department works in a better way. Moreover, corporate strategy is also
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similar as departments within the venture need to work together in order to achieve their desired
targets which are as a part of corporate strategy. Moreover, corporate strategies of TMS should
not violate the departmental strategic goals and should not impact the customer aspirations as
well. Marketing strategies are formed on the basis of the corporate strategies and organization by
using cheap materials and other irrelevant activities can hurt these marketing activities (Feng,
D’Amours and Beauregard, 2010). Further, the corporate strategy focuses on covering the whole
organization but the marketing strategy emphasizes on single department function and future
cause of action.
1.3 Analysis on developing marketing strategy
To develop an effective marketing strategy, TMS need to identify their business goals
and on the basis of this they can set up their marketing goals as well. These goals might include
increasing awareness of the services in which they are dealing. With more consumer awareness,
more will be the revenue and productivity and with that business venture will be able to achieve
their goals and objectives. Further, effective marketing comes up with a well informed marketing
strategy. A well defined marketing strategy will help TMS to define their mission, vision along
with short term and long term goals. Further, these marketing strategy at times can affect the
overall functioning of enterprise. Therefore, these activities should be developed and planned in
consultation with all the employees who are working within the venture (Maier, 2012).
Moreover, for developing a marketing strategy, following steps should be taken into
consideration and these are:
 Describe business and their services
 Evaluate the role and position of service in the marketplace
 Customers profile mas well as of the competitors
 List of marketing tactics which will be used
 Build the marketing plan and measure their effectiveness
Marketing strategy emphasizes on setting overall direction and goals for marketing and
this is because it is considered as different from the marketing plan. Marketing strategy is
developed for next few years but the marketing plan describe the tactics which need to be
achieved within the current year.
Successful marketing strategy
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A successful marketing strategy for TMS will increase their revenue as well as
productivity. Further, with that firm will be able to realize their business goals and also will be
able to build strong goodwill for the services they render. Moreover, the top manager of the cited
firm should emphasize on one or two major ideas which will raise awareness for the services in
which venture deals and sell those to improve their organizational goals and objectives Márcio
Tavares Thomé and et.al., 2012). Apart from it, when setting goals for the venture, it is necessary
for firm to measure the outcomes which is necessary to achieve. In order to meet this, TMS can
set the SMART objectives. These SMART objectives having great importance and need to be set
with the realistic measures as venture can achieve all the components within the set time period.
Further, TMS majorly focusing on recruiting the additional business and by stating these
goals to the team members, they feel motivated and they start working with best of the efficiency
to achieve the organizational goals and objectives. Moreover, these goals will be benchmark for
the firm's success as well. These goals can be long term or short term and they need to decide the
exact duration in order to achieve them within the significant time frame. Further, the marketing
strategy should be modified from year to year because the marketplace is dynamic and it changes
continuously with change in technology and other relevant factors (Wang, Chen and Chen,
2012).
3.1 Analysing decisions and choices to be made at corporate level
Total Marketing Solution firm focuses on providing support and advice to business
ventures who are looking towards developing the strategic marketing plans. Further, there are
different marketing strategies which business venture can adopt and maintain and promote their
business (Angelo and et.al. 2014). Moreover, cited firm can emphasize on Ansoff's matrix to
expand their business operations along with increasing their revenue and productivity. Further,
this matrix emphasize on giving four different growth strategies. These are:
 Market penetration- In this, firm focuses on achieving growth with their existing
products in the current market segments. Here, firm also emphasizes on increasing their
market share.
 Product development- In this strategy, cited firm develops new services for the existing
market segments.
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 Market development- Here, cited firm will focus on targeting their existing services in
the new market in order to increase their brand awareness and also to achieve their
desired goals and objectives.
 Diversification- Here, organization grows diversifying new business by developing
brand new services for new market.
In this, mentioned business venture can focus on market development where organization
will try to seek more of the organizations trust and will give them best of the consultancy
services which will develop their strategic marketing plans (Lee, Kim and Park, 2012).
Apart from it, cited firm will also develop different marketing strategies which
organization can adopt in order to promote and maintain their business operations. They can
emphasize on Segmentation, Targeting and Promotion (STP) approach.
Segmentation:
Marketing process can be defined as a process of dividing the market into different
groups of customers who has different traits, characteristics and behaviour that might require
separate products or marketing programs. Further, cited firm will segment their customers on the
basis of characteristics of the business organization (Develop a marketing strategy, 2016). As
cited firm emphasize on providing necessary guidelines to the venture, they emphasize on the
same.
Targeting:
Target market can be defined as a process of evaluating each market segment and
selecting one of the best segment to enter which improve the organization productivity as well as
their revenue. Further, being a consultancy firm, organization with whom they are in contact are
not the same and differ from one another. Moreover, cited firm have to emphasize on particular
segment to focus on (E. Dobbs, 2014). Here firm who has higher productivity and revenue been
focused as by giving them best of the consultancy service, they will give firm best of the amount
which will improve their revenue generating activities.
Positioning:
TMS need to position themselves at a position where many of the business organization
can approach them in order to improve their business operations. With that much of the brand
image, firm will be able to make a base of their loyal customers which will improve their
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revenue as well as productivity. Apart from it, it will give them a competitive edge over the
organizations who are working in the same industry.
3.2 Assessing decisions which are influencing at functional level
There are various decisions which might be influencing at the functional level and TMS
have to consider all these factors in order to develop effective policy and procedures for the
business venture. Corporate strategies are those which differs from one business venture to the
another and cited firm focuses on giving their best to achieve their goals and objectives. Further,
manager of TMS has to make various decisions both at corporate as well as functional level.
Moreover, for better decision making, there need to be some factors which business
organization have to identify. At very first, cited firm has to identify their current business
strategy, their long term corporate planning, different functions which fits resources and finally
need to analyse the entire supportive factor (Uhrenfeldt and et.al., 2014). TMS has to perform all
these functions and need to function significantly well in order to improve their productivity as
well as revenue. Further, there exists different departments namely marketing, finance, human
resource, research, etc. and all these departments having their own role and responsibilities
within the business venture. These departments employees different human resource who gives
their productive services and focuses on achieving their individual as well as organizational
goals and objectives.
Finance tells business firm that what sort of financing comes at lower cost and which
maximizes their profit rate. This is eventually identified by the finance manager and the persons
working in these departments. TMS focusing on keeping their administrative cost as low as
possible with an intention of increasing their revenue and profitability. On the other side, Human
Resource department allocate the job responsibilities which ensures the employee's performance.
This activity is followed by the HR manager of the business venture and they emphasize on
boosting the employee's morale so that they can work with their best of the efficiency to achieve
their individual goals and objectives. Employees are boosted up through different motivational
and non-motivational techniques (Zott, Amit and Massa, 2011). Further, HR manager also
implement different motivational theories so that they can identify the needs and demands of
individuals for growth and prosperity of the enterprise.
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Research also plays a crucial role in the development of the business enterprise and
technical department of the venture emphasize on conducting various research so that they will
find more of the business venture and by adding them in their tally, they will be able to improve
their revenue and profitability.
3.3 Analysing approaches for competitive positioning of organization
TMS has to identify their marketing objectives and by comprehensively defining the
plan, firm will be able to achieve their set goals and objectives. Apart from it, these marketing
objectives are formulated on the basis of the marketing plan and firm emphasizes on achieving
that so that they can increase their revenue as well as profitability too (Slack, 2015). Moreover,
there exists four type of the marketing strategy which will determine the competitive positioning
of the business enterprise. Some of them has been discussed down under:
Market leaders
Business organizations who has the largest market share eventually leads other ventures
who are working in the same industry in terms of price changes, new service introduction,
distribution coverage and promotion is termed as the market leaders. Further, market leaders
always focuses on increasing or defending their existing market share (Campbell and Rahman,
2010). With more of the customer's trust, firm will be able to increase their market share and
with that they will give a stiff competition to their major competitors who are working in the
same industry.
Market challenger
Market challenger is type of runner up position in venture where organization fighting
hard and emphasizing on giving their best to increase their market share. Further, market
challengers emphasizes on following points:
 Expanding their market share
 Identify their potential competitors and tries to get ahead of themselves
 Selects general attack strategy which might now directly harm the corporate goodwill,
but it pampers through their good performance in the eyes of the competitors.
Market followers
Market follower focuses on holding the market share without impacting the brand image
of the cited business enterprise. Moreover, market follower follows the market leader and walks
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on the path in which the leader is moving (Salem Khalifa, 2012). If the market firm offer low
price for the services than the leader will focus on cutting the price further.
Market niche
Market niche generally works on small targeted market where other firm either overlook
or ignore that. A niche can be defined as a process of dividing the segment into sub-segment and
worked by different set of people which comes from combination. In this, mentioned
organization can also emphasize on attracting the lower business organization and make a base
of large business firms so that they will be able to improve their revenue as well as productivity.
ACTIVITY 2
2.1 Internal environmental analysis of TSM
Total quality management solutions is an eminence marketing consultancy business firm.
The managerial team of mentioned organisation focuses on accomplishing goals and objectives
set by them. For this purpose, there is need to make proper analysis of internal and external
environment of the company. The concept of internal environment can be understood as those
factors that work within or outside an enterprise and directly or indirectly influences its
performance. They have active participation in decision making process of the company
(Uhrenfeldt and et. al., 2014). They generally consist of shareholders, suppliers, customers,
management and employees.
The stakeholders of TMS plays crucial role in determining outcomes of business
decisions. In order to understand internal environment of concerned organisation primary step is
to identify and evaluate roles specific stakeholders. First of all, shareholders are major element
for the company. TMS started its functioning with huge amount of funds that is acquired from
shareholders. They are liable to invest funds and avail capital to the organisation at regular
intervals. In response, TMS provides huge profit, growth and development prospects to the
shareholders. Secondly, management and employees altogether make efforts to achieve set
targets for business enterprise (Lee, Kim and Park, 2012). Management plan, direct and control
various marketing and production activities of TMS while, employees are given authority to
execute these plans in proper manner. Another group is of suppliers and creditors, those who
provide raw materials or unanalysed information to the company. Their presence causes
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continuous flow of unfinished goods and funds that helps in achieving targets of management.
The last key stakeholders are consumers that acquire finished services of TMS. The mentioned
company is ranked on the basis of level of satisfaction acquired by society through its
consultancy services.
Now, the secondary step to determine internal environment of TMS is performed through
SWOT analysis. It is useful technique for understanding strength and weaknesses of concerned
company. It also identifies both threat and opportunities of an organisation, that can be
understood below:
Strengths
This factor determines positive aspects about the internal environment of the company.
TMS is a marketing consultancy firm and its main strength is specific professional knowledge,
skills and strategies to help their clients in establishing their brand image in market (Gillam and
Siriwardena, 2013). It has excellent and qualified marketing workforce that implies current
trends and techniques to their respective projects.
Weaknesses
It is considered as negative aspect of internal functioning of an organisation and reduces
its productivity. The major weakness of mentioned firm is limited access to investment capital to
launch its significant marketing campaign. Also, it has to incur high expenses for maintenance
of corporate offices established in centre of city.
Opportunities
Now, this factor analyses growing aspects of TSM as an international entity in global
market. It is an external factor that includes political, social, environmental and demographic
elements influencing mentioned business industry (Craig and Campbell, 2012). The company is
abounded by high profile business entities at the time of excellent economic conditions.
Threat
Here, the concerned company evaluates challenges faced in successfully establishing
itself in the market. Periodically, technological change creates many threats for TMS to execute
different marketing policies. Also, it is endangered by presence of few eminent competitors in
the market. The managerial team needs to focus on improving USP of its schemes and policies in
order to achieve success.
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2.2 External environmental analysis of TSM
Another tool to examine business environment of TSM is through external factors
analysis influencing productivity of organisation. It is a process of scanning and evaluating
outside factors to determine their positive or negative trends for the company. Any change in
TSM's working environment will radically change conditions for their operations. The main
objective of conducting this analysis is to generate profits, create changes or modification
according to market conditions and help to follow cost effective policies.
The managerial team of TSM make use of PESTLE analysis to undertake external
environment investigation (Welford, 2013). The model includes six different but very crucial
forces influencing working of mentioned business entity. The analysis helps to determine that
how certain external forces affect performance and activities of business in long run. Now, below
is made PESTLE analysis of TSM which is as follows: Political factors: Those factors that take into account political scenario of a country for
framing its plans and policies is included in political factors. Generally, trading policies
are studied and evaluated by TSM management team to execute its business operations.
Political stability and instability are two core values determined by mentioned business
entity for its market expansion (Kotler and Armstrong, 2010). It also focuses on wars and
conflict situation within states or international territories. Economic factors: The company determines economic condition of the market or nation
through inflation rate, monetary or fiscal policies, interest rate and foreign exchange rates
prevailing. Taxation policies entails TSM managerial team to determine its cost and price
policies in upcoming future. The mentioned business entity is affected by some other
economic forces like market or trade cycle, overseas economic trends. As firm will not be
able to promote its services appropriately in the economy if it is not steady or
progressing. Social and cultural factors: The next acronym of concerned analysis is social and cultural
factors. TSM has to avail its consultancy services on the basis of prevailing society's
cultures and ethics. The social factors include lifestyle, trends, consumer buying pattern
and ethical or religious issues. There are several clients with different personalities and
ideologies and TSM has to serve each one of them depending upon their choice.
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 Technological factors: Change in technology has an adverse impact on working of
organisation (Kotler and Armstrong, 2010). Information and communication evidence
crucial part for mentioned business entity as it deals in providing marketing consultancy
services. Storage and transmission of data undertakes with safe and secured channel. The
firm needs to upgrade its system with changing technical development in IT industry.
This factor is thoroughly examined to understand how the clients react with adoption of
new technological changes in its services. Legal factors: Another element of PESTLE analysis is legal undertakings of a country
that impacts TSM functioning. Legislative changes occur time to time and many of them
affect business environment. This account to undertake different laws and regulations like
employment laws, anti-competition act, health and safety measures for its employees. If
the firm is unable to follow legal proceedings it may face the situation of penalty or
punishment (Mankiw, 2012).
 Environmental factors: The environmental forces impact business environment of
concerned business entity as it will favour them with goodwill and reputation.
Geographical barriers influences working condition of the company and its management
take in consideration this factor seriously. The waste disposal laws, energy consumption
regulation and people's attitude towards changing environment affect long term planning
of business.
2.3 Integration of internal and external analysis
The internal and external environment of TSM is evaluated above to understand various
factors influencing performance of the company (Mankiw, 2012). On the basis of SWOT
analysis it can be concluded that TSM possess excellent and skilled manpower that provides
effective marketing services to respective clients. It focuses on external factors like social and
cultural trends of industries to prepare schemes in respective context. The management makes
good use of professional expertise to evaluate taxation and other economic polices in favour of
TSM. It has established strong customer relations and satisfy demand of bid business houses at
peak business time in market.
The present report also undertakes PESTLE analysis of company to evaluate external
environment. Technical factor of the mentioned analysis is fruitful to provide grater
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opportunities to concerned marketing consultancy firm. While, political and legal factors often
create threat for company to execute its policies effectively. Taxation policies are important for
TSM to grow and develop properly in the market (Usui, 2011). Its proper implementation will
provide better results to mentioned firm while defects will hamper its growth. Through both
these analysis TSM management team is able to focus on current trends and patterns for the
company. While, it also demonstrates in managing upcoming events of mentioned business firm.
ACTIVITY 3
4.1 Identifying range of strategies that contribute business competitive advantage
The managerial team of TSM faces strong competition in the market and in order to
retain its brand position various strategies are required to execute. The company needs to adopt
policies depending upon situation existing in current market. It will make use of following
strategics to acquire competitive advantage in the market:
Market segmentation is primary policy adopted by TSM to classify market on basis of
distinct groups. The marketing team will first study buyer behaviour to separate consumers on
basis of their respective needs, charismatics and attributes (Weinberg, 2012). The segmentation
process undertakes in four sections that are demographic, geographic, behaviouristic and psycho
graphic. Although it is complex procedure but after categories are made it become beneficial for
firm to undertake operations effectively.
After, market segmentation TSM executes target martingale policy that evaluates each
segment influence over market. Selection of appropriate market segmenting policy results in
better clarification of marketing strategies among managers and their respective subordinates.
The basic concept of targeting is to ensure that adoption of one strategy for entire segment is not
fruitful decision (Weinberg, 2012). The marketing team can focus on specific or targeted
segment at a time rather than planning for all target segments in economy.
Positioning is yet another strategy adopted by TSM to retain its brand image in highly
competitive world. This marketing strategy aims to make services of TSM occupy a distinct
position in the minds of customers. It is a process of arranging product to occupy distinctive
clear, desirable place in computing products in order to increase sales. Product differentiation
strategy will make TSM services more attractive and easy to access in comparison with other
competitive firms.
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Another solution to effectively influence existing and new customers of TSM is branding.
Through branding a name, sign and symbol is constituted by a seller like TSM in the minds of
customers. A positive image is engraved in minds of customers through various marketing
techniques (Hollensen, 2015). Through branding, TSM is able to acquire new customers in the
market as they became aware of its services thorough existing clients.
Proper marketing and distribution channel also empowers TSM team to acquire better
results for the company. It will enable the business entity to make use of different distribution
channels to avail its services in wider context. Advertising and promotional tools like personnel
selling or market campaigning to ensure awareness among clients. It will integrate various
channels to make sure that every potential client is satisfied with TMS services (Ingram and
et.al., 2012).
TSM marketing team needs to build strong customer relationship in the market. This
strategy will foster costumer loyalty in favour of mentioned business enterprise. The main
objective should be to acquire and retain clients interest in TSM consultancy services. Interactive
communication with customers will benefit concerned business entity to achieve its sales and
organisational targets effectively (Proctor, 2014).
4.2 Analysis of the marketing communication strategies for the business venture
Marketing communication helps in developing effective brand awareness so that
customers are effectively informed about the product information available in market. It helps in
providing information about products characteristics and its position in the market so that
effective marketing strategy can be build. Here, the first thing is to create an effective marketing
objective that helps in specifying the needs of customers after having effective communication
with them. Thus, such objective helps in enhancing the number of potential consumers and
enhance the market share of firm. Furthermore, it involves different forms of electronic media so
that customers can be attracted by providing them attractive messages about products and
services (Basili and et.al., 2013). Company can carry out effective communication strategy so
that potential customers can be attracted in order to improve the sales of firm in market.
However, it helps in setting a good relation with the public and thus profits can be generated in
order to attain desired results.
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Further, selecting a particular communication channel helps in providing effective cost so
that it can be adjusted with the budget allocated. However, in the final stage it helps in
effectively implementing and developing communication so that desired targets can be attained.
It can be evaluated that organization is required to enhance the frequency of the advertisement
upon television within weekends and minimize it during week days. Communication is to be
done at both national and international level through adopting effecting marketing plans so that
sales of firm can be enhanced. Company is required to develop competitive advantage upon its
rivals so that they can provide cheap and affordable products to consumers (Zhu and et.al., 2012.
Also, it is essential for the marketing team to well operate and develop proper supervision so that
best marketing campaign can be launched and enhance the sales and profitability of firm in
marketplace.
4.3 Analysing marketing strategies as how it can be implemented within business organization
Marketing strategy majorly concerns regarding their costing and excess costing is not
effective in the organizational turnover. Moreover, there need to be frequency of marketing
strategy which need to be modified according to the different situations. Further, operational
activity is measured with the help of the monitoring which is considered as one of the important
element of the marketing strategy (Zott, Amit and Massa, 2011). Moreover, marketing strategy
should maintain the international communication for enhancing their effectiveness.
Furthermore, strategy implementation is ensured when this monitoring system within the
business venture becomes strict. Further, performance measurement also plays its important role
and it is necessary to continue the task and duty within the business enterprise. Further, the
mentioned venture always need to look towards the competitive advantage where organization
have to provide such offering which can overcome the competitive offering. Further, for the
successful implementation and if venture need to promote their name in the eyes of the
customers then they have to opt suitable marketing strategy and effective marketing campaign.
These campaign will attract business firm towards it and with that the cited firm will be able to
improve their brand image as well as productivity.
Further, analysing of internal and external environment plays a crucial role and if cited
firm planning to expand their business operations then they have to strictly adhere the
environment conditions in which they are planning to regulate. This will give them a competitive
15

edge and they will able to work with best of their efficiency to achieve their goals and objectives.
Moreover, with more expansion, more of the revenue will be generate for the consultancy firm
and this will also give them a competitive edge over the competitors who are working in the
same industry (Lee, Kim and Park, 2012). Further, top management taking quick decisions for
the venture because they are skilled and talented and their decision helps the firms to achieve
their goals and objectives.
CONCLUSION
Organisations use strategic marketing to create plan that satisfies needs and demands of
customers. It also results in increasing productivity and performance of an organisation. TSM
deals in providing specialist marketing consultancy services in the society. The company
provides support and advice related to strategic marketing plan to its different clients. The report
entails significance of strategic marketing in concerned organisation. It empowers management
to prepare plans and provisions for future events taking in consideration current scenario of
market. The company undertakes systematic implementation of marketing strategy process. TMS
management make efficient use of corporate strategy and marketing strategy. The report explains
strong relationship between both these concepts. On one hand corporate strategic is constructed
on overall basis covering each and every aspect of TSM business environment while marketing
strategy is framed for particular department.
Further, the report make use of Ansoff matrix model to ensure better competitive
positioning in the organisation. TSM adopts elements such as market penetration and
development along with diversification and product development. The report also makes internal
and external environment analysis through SWOT and PESTLE analysis in order to execute
plans and policies in better way. It can be concluded that TSM has wider scope of growth and
development in upcoming years with execution of effective marketing stratergies.
16

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