Strategic Marketing Report: Corporate and Marketing Strategies

This report provides a comprehensive analysis of strategic marketing, focusing on its role in organizations and its relationship with corporate strategy. It delves into the process of developing marketing strategies, including key decisions made at the corporate level and their influence on business units and functional areas. The report explores competitive positioning approaches, such as Porter's Five Forces Model, and examines strategies that contribute to competitive advantage, including the Ansoff Matrix. Furthermore, it analyzes various marketing communication strategies and discusses how these strategies can be effectively applied to organizations, using Total Marketing Solutions as a case study. The report covers market penetration, product development, market development, and diversification as growth strategies. It also explores advertising, blogging, and corporate event sponsorship as marketing communication tactics. The report offers a detailed overview of strategic marketing principles and their practical application.

STRATEGIC MARKETING

Table of Contents
INTRODUCTION ..........................................................................................................................3
ACTIVITY 1 ...................................................................................................................................4
Role of strategic marketing.........................................................................................................4
Relationship between corporate strategy and marketing strategy...............................................4
Analysis of how marketing strategy is developed.......................................................................5
Decisions and choices that are made at a corporate level...........................................................5
Decisions influence marketing at business unit and functional level.........................................5
Approaches to competitive positioning of organisation..............................................................6
ACTIVITY 2 (covered in ppt.)........................................................................................................7
ACTIVITY 3....................................................................................................................................7
Strategies that contributes to competitive advantage..................................................................7
Analysis of marketing communication strategies.......................................................................9
How marketing strategies can be applied to organization........................................................10
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Strategic marketing refers to the process of developing a strategic marketing plan so that,
an organization can easily identify the needs of customers. Strategic marketing will help the
company to improve the level of customer satisfaction and also helps to improve the level of
performance of the company. It will result in improvement in the level of productivity and
profitability of the firm(West, Ford, J. and Ibrahim, 2015). Strategic marketing plan covers
various things such as it includes the types of marketing programs company will use to increase
its market share. Strategic marketing helps a company to better offer the services in more
innovative way. It helps to meet out various objectives such as developing objectives, creating
tactics, improvement in performance etc.
Total marketing solutions (TMS) is a firm that provides consultancy services to the customers in
respect of strategic marketing. The consultancy firm helps the owners and managers of other
firms to achieve their objectives of marketing. The company helps to improve the sales of other
companies on the basis of marketing strategies. The Report will outline the importance of

strategic marketing for a company, the relationship between corporate and marketing strategy,
the process of developing marketing strategies. The Report will also describe decisions taken by
a firm at corporate level, their impact on marketing at functional level etc. The Report will also
explain the various types of strategies through Ansoff matrix that will provides competitive
advantage to the firm, various marketing communication strategies etc.
ACTIVITY 1
Role of strategic marketing.
Strategic marketing plays an important role in an organisation in different ways. They are
as follows-
Strategic marketing plan helps an organisation to evaluate the current situation of business
environment. It helps the firm to understand how it is performing as compared to other
competitors. A clear strategic marketing plan helps to determine the objectives of
marketing(Štefko, Kiráľová, A. and Mudrík, 2015).
It also supports Total Marketing Solutions to develop various solutions that will help to improve
the level of revenue and profitability of the firm. It also helps an organisation to determine its
present resources through SWOT analysis that will help to determine the current state of the
resources of the firm that will be used for gaining competitive advantage.
Relationship between corporate strategy and marketing strategy.
Corporate strategy refers to the overall strategy of the company. Corporate strategies are
developed by the top level management of the firm. For example- Before developing a corporate
strategy for Total Marketing Solutions , the senior level management takes into consideration the
existing capabilities of the organisation as well as the opportunities and threats that can impact
the operations of the business through SWOT and PESTLE analysis.
Marketing strategy refers to the strategy of the company in respect of marketing of its products
or services so that, revenue of the firm will improve. Corporate strategy of Total Marketing
Solutions is related with marketing strategy because corporate level strategy provides a direction
for developing and implementing the marketing strategy of the company. Corporate strategy
guides the marketing manager to offer its products or services to the targeted segment of
customers.

Analysis of how marketing strategy is developed.
To develop a marketing strategy, the company has to take into consideration various
components. They are as follows-
 Firstly, senior level management will develop corporate level strategy for whole firm. So
that corporate level strategy will help to develop the marketing strategy of the firm. Ex-
to reach a particular segment of customers.
 Now, the marketing manager of Total Marketing Solutions will decide the marketing
objectives to be achieved.
 After this, company will conduct research for collecting the information related with the
market.
 On the basis of market research, company will determine the pattern of buying of the
customers. For example- Total Marketing Solutions will analyse when they buy, what
they buy etc.
 Now, company will develop the profile of competitors to determine their pricing
strategies, supply chain, information regarding the products of the competitors etc.
Decisions and choices that are made at a corporate level.
Corporate level is one of the major level of an organisation. The decisions and choices
that are made by top level management has long term impact on the business, it also has high
level of risk. The types of decisions that are taken by senior level management are as follows-
 Top level management plays an important role in taking decisions related with the type of
technology company should implement for providing services to the customers.
 Top level management of Total Marketing Solutions is responsible for taking decisions
related with the level of automation company should have in its operations, decisions
related with various equipments of the firm, type of process that company will follow for
offering services to the clients etc.
Decisions influence marketing at business unit and functional level.
Marketing refers to the process of using various tools and techniques for attracting
the targeted segment of customers for purchasing the products or services of the firm.
The corporate level decisions that are taken by top level management plays a major role in
influencing the marketing of products or services in different ways at business level.

 Marketing department which is an important Strategic Business Unit (SBU) of a
company interacts on daily basis with top level management for getting a proper direction
to achieve the marketing objectives of the firm. Marketing strategy of the marketing
department of Total Marketing Solutions is directly influenced by the decisions of top
level management.
 Decisions related with technology impacts the type of technology and tools used by
marketing department for attracting the targeted segment of customers.
 For example- The decision of senior level management of Total Marketing Solutions in
respect of the process of offering the services to clients will also affects the decisions of
marketing department of the firm in respect of marketing of products or services.
Approaches to competitive positioning of organisation.
Competitive positioning refers of determining the ways and methods that company will
use to determine the importance of environment in respect of the business. The approach of
competitive positioning helps to understand the behaviour of customers and helps to gain
competitive advantage over competitors. Total Marketing Solutions will use Porter Five Forces
Model for determining its position in respect of other competitors in the market and also to
evaluate the strategies for competing with them.
Porter's five forces model- It is a tool that helps the companies to determine the strengths in
relation with the competition and also helps to evaluate the position of a firm relation with other
companies. The various types of forces provided by porter five forces model are as follows-
Competition between existing firms-
To determine the competitive positioning, a company will have to determine the number of
competitors that are giving competition to the company. For ex- Total Marketing Solutions will
have to evaluate the number of competitors that are competing with the company in respect of
providing consultancy services to the clients.
Threat of substitutes-
There may be chances that customers of the firm will find better advertising and marketing
services from other companies. Initially, the company may develop the solutions for customers
problems but, it may be possible that due to changes in the technology of offering services the
preferences of clients will also change. Therefore, Total Marketing Solutions should modify the
process of delivering services for gaining competitive advantages.

Clients bargaining power-
Firstly, the company must know about the ability of clients to force the firm to charge low
amount for the services it is providing to the customers. Total Marketing Solutions should know
whether the clients are price sensitive or not. If many companies are offering similar services of
advertising and marketing in such a case, the power of buyer to influence the price will be high.
Suppliers bargaining power-
All the firms need suppliers whether for producing goods or for providing the services. Total
Marketing Solutions takes support from various suppliers for the equipments that are used for
providing consultancy services to the clients in respect of marketing and advertising. The power
of suppliers will depend upon the number of suppliers in the industry, the strengths of the
channel company is using for providing the services to the clients etc. All these factors affects
the power of suppliers.
Threat from new firms-
If many firms are entering in the industry for providing consultancy services to the clients in
such as case, the profitability of the overall industry will decline. Therefore, Total Marketing
Solutions should have specialised knowledge and skills for offering consultancy services to the
customers so that, it will differentiate the services of the firm with other companies(Hunt, 2015).
ACTIVITY 2 (covered in ppt.)
ACTIVITY 3
Strategies that contributes to competitive advantage.
Ansoff Matrix-

It is a tool that helps an organisation to evaluate various strategies for growth and success
of the company(Dawes, 2018).
Total Marketing Solutions will use Ansoff Matrix for determining different types of growth
strategies such as -
Market penetration-
Market penetration is a strategy for selling the current products and services of an organisation in
the current markets. Total Marketing Solutions should make more efforts for offering the
services to the managers and owners of other companies. So that, there objectives of developing
the business can be achieved.
Product development-
Product development is a growth strategy according to this, company can achieve growth by
offering new products or services in the existing markets. Total Marketing Solutions should enter
Figure 1 Ansoff matrix
Source : (Ansoff matrix, 2017)

in other branches for offering the services of consultancy to the clients. But, the services of the
firm must be innovative so that, it can face the competition from other companies.
Market development-
Market development is a growth strategy through which companies can achieve growth by
selling existing products or services in new geographic areas. For achieving the growth in the
business, Total Marketing Solutions should adopt market development strategy such as using
innovative channels of providing marketing and advertising consultancy services to the clients.
Company can also provide its services in other geographic areas like other than UK(Biswas,
2019).
Diversification-
It is a growth strategy in which a company can increase the level of growth by developing new
products and services for new geographic markets. Company can diversify its business in some
other areas such as providing consultancy for sustainable business to the clients in new markets.
Analysis of marketing communication strategies.
Marketing communication strategy-
It refers to the different types of communication strategies that an organisation uses for
attracting targeted segment of customers. Marketing communication strategies represent the way
in which a company present the information regarding the firm as well as regarding the products
of the firm(Banerjee, 2017). There are various types of marketing communication strategies that
can be used by Total Marketing Solutions such as-
Advertising-
The main objective behind advertising is to create awareness regarding the products or services
of an organisation. Advertising helps to create brand positioning of the firm. Total Marketing
Solutions should adopt proper tools and techniques such as websites, hoardings etc. so that,
objectives of the firm behind marketing can be achieved.
Blogging -
Blogging is very cost effective strategy. Total Marketing Solutions can adopt this marketing
communication strategy for communicating the functions of new services etc. Company can also
use content marketing to attract more and more customers.
Sponsoring corporate events-

Companies can sponsor various corporate events for creating brand awareness. So that, firm will
get competitive advantage over other competitors. Total Marketing Solutions can put exhibitions
etc(Adi, 2015).
How marketing strategies can be applied to organization.
Marketing strategies includes various tools and techniques that an organisation uses for
communicating the features and benefits of the products or services to the targeted segment of
customers. It also helps to attracting large number of clients for improving the level of
profitability of the firm. The leadership of leader as well as the work of team members plays an
important role in implementing the marketing strategies in the organisation. Efforts of all the
peoples that are working in the firm whether at top level, management level or operational level
are important for successful implementation of marketing strategies.
Firstly, Total Marketing Solutions should develop a team that will be responsible for making
efforts for the success of marketing of services that company will provide to the clients. For
successful implementation, firm must have skilled and talented employees in sales team.
Firm must have all the tools and equipments that are needed for carrying out marketing strategies
for the organisations. All the members of management should make efforts for guiding the
workers of the firm for effective implementation of the marketing strategies. Management of
Total Marketing Solutions should ensure that, it has communicated the marketing plan to all the
employees(Abratt, R. and Bendixen, 2018). And make sure that, all the members of team are
making efforts for implementing the marketing strategy.
CONCLUSION
The above Report has outlined the importance of strategic marketing that includes
preparing strategic marketing plan for an organisation and it helps to analyse the present
condition of the firm so that, the profitability level of the company can be improved. Further, the
Report has also described the interrelationship between top level strategy and marketing strategy
and it helps to improve the revenue of the firm. The Report has also explained the process of
developing marketing strategy of the company. It includes various steps like developing
corporate level strategy, developing objectives of marketing, determining the customer's buying
behaviour etc.

Moreover, the Report has also outlined the various types of decisions that are taken by top level
management at corporate level that includes changes in technology of delivering services,
changes in process of operations, modifications in various equipments etc. The Report has also
explained the ways in which the decisions of top level management influences the function of
marketing. The senior level management provides guidance to marketing department in
implementing the marketing strategy in the organisation. Further, Report has outlined various
methods of analysing competitive position of firm through porter five forces model. Through
Ansoff matrix, a firm can determine various growth strategies that will help to achieve growth
and success in future. The Report has also described various marketing communication strategies
for attracting customers, the ways of implementing strategies of marketing in the firm.
REFERENCES
Books and Journals-
Abratt, R. and Bendixen, M., 2018. Strategic Marketing: Concepts and Cases. Routledge
Adi, B., 2015. An evaluation of the Nigerian telecommunication industry competitiveness:
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Baker, M.J., 2016. What is marketing?. In The Marketing Book(pp. 25-42). Routledge.
Banerjee, S.B., 2017. Corporate environmentalism and the greening of strategic marketing:
Implications for marketing theory and practice. In Greener Marketing (pp. 16-40).
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Chereau, P. and Meschi, P.X., 2018. Choosing a Growth Strategy. In Strategic Consulting (pp.
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Chernev, A., 2018. Strategic marketing management. Cerebellum Press.
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with Two Logical Problems (February 27, 2018).
Felix, R., Rauschnabel, P.A. and Hinsch, C., 2017. Elements of strategic social media marketing:
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Hu, Y. and Yang, S., 2016, June. The competition situation analysis of environmental service
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foundational premises, RA theory, three fundamental strategies, and societal
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Kumar, V., Sharma, A. and Gupta, S., 2017. Accessing the influence of strategic marketing
research on generating impact: moderating roles of models, journals, and estimation
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McDONALD, M.A.L.C.O.L.M., 2016. Strategic marketing planning: theory and practice. In The
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Štefko, R., Kiráľová, A. and Mudrík, M., 2015. Strategic marketing communication in
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