Strategic Marketing: Adaptation, Standardization, and Measurement

This report provides an overview of strategic marketing, focusing on the adaptation and standardization of the marketing mix, particularly in the context of Ashanti Marketing Solutions (AMS), a UK-based service industry company. It delves into the importance of balancing standardization and adaptation when entering new markets, considering factors like product, price, place, and promotion. The report also examines the Customer-Based Brand Equity (CBBE) model, highlighting brand identity, meaning, response, and resonance. Furthermore, it discusses integrated communication mix and methods, including advertising, events, public relations, and publicity, and their role in designing effective marketing campaigns. Finally, the report touches on measuring success through sales targets and market share, concluding with a summary of key findings and recommendations for AMS as it considers expanding into the German market. Desklib offers a variety of resources, including similar past papers and solved assignments, to aid students in their studies.

STRATEGIC
MARKETING

TABLE OF CONTENT
 INTRODUCTION ( SLIDE 3 )
 THE GENERAL TERMS OF ADAPTION AND
STANDARDIZATION OF MARKETING MIX ( SLIDE 4-6 )
 CBBE MODEL ( SLIDE 7-9)
 INTEGRATED COMMUNICATION MIX AND METHODS (SLIDE 10-11)
 MEASUREMENT OF SUCCESS (SLIDE 12)
 CONCLUSION (SLIDE 13)
 REFERENCES (SLIDE 14)

INTRODUCTION
 Strategic marketing can be define as the process of planning and
implementing plan in order deal with the external and internal factor
of business environment.
 The present report is based Ashanti Marketing Solutions(AMS) is a family
service industry that is located at UK.
 Furthermore, the study will discuss about the standardization and
adaption of the marketing mix so that it can increase the total sales.

GENERAL TERMS OF ADAPTION AND
STANDARDIZATION OF MARKETING MIX
 Before entering the new market every
company has to analysis about the
internal and external factor before
establishing the business.
 Along with this, the most important factor
is managing the balance between
standardization as well as adaptation. .
 PRODUCT: In this factor the
organization provide goods and
product to their customer..
 If company is dealing with product it has
to focus on the specific market
and demands of the customer

To BE COUNTINUE……
• PRICE:
• This is very important factor that need to be taken
in consideration while making adaption strategy. Such
as in this factor ASM has to focus on internal
threats that can impact the decision.
• Along with this, the organization has to focus on
production location as it can be major factor for
influencing the additional cost. .
• PLACE:
• Before entering in the new market the firm need
to conduct about the market condition as well as
geographic location before launching new product.
ASM has to take into consideration about the
external environment such as economy.

TO BE COUNTINUE…..
 PROMOTION:
• The company has to make the
strategic planning such as advertisement
in order to attract customer.
• Along with this, before launching
the product ASM has to investigate in
the local market to identify the
competition.
• However, organization can make use of
digital channels such as social sites
and e-mail marketing .
• In order to enhance the promotion
at local as well as international market.

CBBE MODEL
• This model is known as Customer based brand
Equity (CBBE) that showcase the success of
company can directly influence the attitude
of customer towards the company.
• Moreover, this mode has been known by the
another name Keller model as it is designed by
Kevin Lane Keller that is professor of
marketing.
• Along with this, this model is in shape of
pyramid that allows business to make strong
brand image in the market as well as show case
how to manage the relation with the
customer as well as increase their loyalty towards
company.

TO BE COUNTINUE……
 BRAND IDENTITY
• The goal of each organization is to increase its
brand image so that it can generate revenue.
• So ASM has to stand out in the market by
providing unique and different product and
services.
 BRAND MEANING:
 This is second stage this firm has to
communicate the main aim of the brand to their
customer. Along with this, it has to focus on
the performance of the company.
 Such as performance will define about
how well the goods and services are meeting
the demand of the customer.

TO BE COUNTINUE……
 BRAND RESPONSE
 This is third step in this customer will response towards
brand it can be negative as well as positive. The
negative comments will decrease the brand image
while the positive response will increase the brand
reputation.
 Along with the response of customer will be
categorize in tow part such as judgement and feelings.
 BRAND RESONANCE
 This is the last stage of the equity pyramid it is
one of the most desirable as well as difficult level to reach.
This level can only be accomplished by fulfilling the
physiological and social needs of the customer.
 Keller has divide the resonance into four part such
as behavioural loyalty that a includes repeated as well as
regular purchase by customer.

Integrated communication mix and
methods
 Integrated marketing communication is about to design and develop
the idea that can sustain throughout the marketing process.
 This is about to create a message through singular message which can
further a direction to the marketing campaign of company.
 This is about to connect all aspect of marketing communication while
designing the appropriate marketing campaign to deliver business
campaign.
 AMS Company also follow the practice of integrated marketing
communication to design and develop the bets suitable marketing
campaign for all different client of the organisation.
 This entire practice of marketing is about to design an appropriate
campaign that can support the organisation to practice an efficient
marketing idea.

Cont..
 Advertising: is the bets suitable method of marketing communication.
 This technique is to present the entire marketing idea in the most presentable manner.
 This entire practice is about to drive the marketing campaign.
 Event and experiences: is another suitable method of communication mix which AMS Company utilise.
 This involves conducting events to promote the products and services of the organisation.
 Public relation and publicity: is also a crucial mode of supporting the business objectives through marketing
and promotion.
 This technique is about to support the business growth and development possibilities in the most suitable
manner.
 Public relation is one of the core objective related to communication mix.

MEASUREMENT OF SUCCESS
 Sales target is one of the core method to measure the success of the business.
 This involves setting up the target for sales in company and in the end of the
financial year this is about to measure the fact that at what level the
organisation is capable enough to meet its sales target.
 This technique is a very efficient process to measure the efficiency of the
marketing campaign launch by the AMS Company.
 Every year company decide its sales target that is further tried to achieve
through the effective marketing and pronominal campaign of company.
 Market share is another suitable method to measure the success of the
marketing campaign launch by the company.

CONCLUSION
 From the above report it has been concluded that strategic marketing
include planning and implementing the strategy in order to
promote their product.
 As well as to increase the growth of the firm in the competitive
market. Along with this, the report has summarized about the
ASM company that is trying to expand their business in market
of Germany.
 Along with this, the report has also analysis about the
strategy of standardization as well as adaption that basically means
to adopt the same marketing mix if selling product globally or
adapting new marketing techniques if the company is new.

REFERENCES
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Decision (Survey on Ajimaru Ramen Bandung). Psychology and Education Journal. 58(1). pp.6108-6118.
 Prasandya, C. M. and Pratama, Y., 2018. The Effect Of Marketing Communication Mix Towards The Purchase
Decision Of Mice Products At Santa Monica Hotel & Convention Bogor (Doctoral dissertation, Swiss German
University).
 Fernandes, M. A., 2019. Accountability in marketing: the impact of marketing automation processes in the
measurement of marketing activity performance (Doctoral dissertation).
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and challenges for marketing. Journal of Marketing Theory and Practice. 29(1). pp.65-77.