Developing a Strategic Marketing Plan for Ashanti Marketing Solutions

This report provides a strategic marketing plan for Ashanti Marketing Solutions, focusing on the introduction of IT consulting services. It analyzes the marketing mix (product, price, place, promotion, physical evidence, process, and people) in relation to the Chinese market. The report applies the Customer-Based Brand Equity (CBBE) model to build brand identity, meaning, response, and resonance. It also discusses the importance of integrated marketing communications (IMC) for launching new services, including advertising, sales promotion, and public relations. Finally, it assesses how Ashanti Marketing Solutions can measure its marketing success through sales targets, market share, profitability, and return on investment, emphasizing the need for continuous improvement and customer satisfaction. Desklib offers similar solved assignments and past papers for students.

Strategic Marketing

EXECUTIVE SUMMARY
Strategic marketing is wider aspects that use by organization for the purpose running
their business and managing all functions. To increase organizational sale and productivity there
is need to have proper planning and strategies that supports businesses to grow continuously and
managing performance. The current report based on marketing mix and strategic plan of Ashanti
Marketing Solutions that has decided to include IT consultant services as customer is demanding
that can help to develop organizational performance and image.

Contents
Contents...........................................................................................................................................3
INTRODUCTION...........................................................................................................................1
MAIN BODY..................................................................................................................................1
The various aspects of the marketing mix be standardised or customized for the country.........1
Applying the Customer Based Brand Equity model....................................................................3
Applying the concept of integrated marketing communications.................................................5
Critically assess how your client could measure its marketing success......................................6
CONCLUSION................................................................................................................................7
REFERENCE..................................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Strategic marketing is continuous process of making right business decision as it involve
market research introducing products and selling to customers who need this, help to run a
business effectively. This is the use of marketing principles and disciples uses by corporation to
achieve goals and maintaining sustainable competitive advantages. This is important for each
organization to understand marketing changes and introduce products accordingly, that can help
to provide the competitive advantages. Since analysing initial report China is appropriate country
to formulate marketing plan for the purpose of running business. The chosen industry is Ashanti
Marketing Solutions that introduces new services such as IT consultant that will help to grow
business continuously. The report covers marketing mix, CBBE model, integrated marketing
communication, and marketing success that use to improve future.
MAIN BODY
The various aspects of the marketing mix be standardised or customized for the country
To operate a business in changing environment market analysis is considered as important
practice that used by management for deciding what type of business should be started and how
it can be continue for long period of time. Once business has been started then requiring to
formulate new strategies and planning that can be used to bring changes and developing
organizational performance. The aim and objectives of Ashanti Marketing Solution is to increase
sales and develop performance in competitive environment. The organization is planning to
provide its innovative services in China that is developed country and ready to accept the
changes in dynamic environment. After Covid-19 the economic condition of China is reduced
where it became important to introduce products and services that can help to bring improvement
in economic condition by running business effectively. Marketing Mix is explained as
combination of various factors such as product, price, place, promotion, physical evidence,
process and people that all connected to business and affected industry.
The new products/services introduced by Ashanti Marketing Solution
Ashanti Marketing Solution is medium size organization that offers different kind of
services and now planning to provide IT consultant services in China that might be affected the
business. To grow a business and managing all functions there is need to follow strategic
marketing plan that can help to increase business performance in changing environment. The
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marketing mix in relation to Ashanti Marketing Solution is used by management that is
explained below:
Product – This refers to product and services which introduce by organization for running
their business and managing all activities. In context to Ashanti Marketing Solution, marketing
services and IT consultant services is providing by organization by understanding demand that
can help to regulate business continuously in China (Jacobson, Gruzd, and Hernández-García,
2020).
Price – For influencing customers and increasing corporation sales there is need to focus
over pricing strategy that decided by management by involving income and expenses that occurs
while running business. In relation to Ashanti Marketing Solution, competitive pricing strategy is
decided to use by management that will help all companies to work from home by using IT
services. This can help to develop organizational performance effectively.
Place – This can be explained as location and place where organization running their
business by managing all functions and activities. Ashanti Marketing Solution is decided to
provide its IT consultant services in China that could help to increase sales and productivity of
organization in pandemic period also.
Promotion – The goal of organization is to promote its products and services by using
different promotional channel that supports to develop organizational productivity. In relation to
Ashanti Marketing Solution, management employs in IT consultant services by using digital
marketing, and content marketing which helps to develop organizational sales in China and
maintain higher productivity (Sahaf, 2019).
Physical evidence – This could be explained as things and structure that have seen by
people while getting products and services offered by company. In relation to Ashanti Marketing
Solution, IT consultant services and web designing is considered under physical evidence
strategy that supports to develop business productivity.
Process – This can be defined as practice of delivering products and services after
considering modes. The Ashanti Marketing Solution uses online marketing, software and internet
system to deliver IT services which supports to develop business productivity.
People – This involves human resources who indulge in organizational working. In relation
to Ashanti Marketing Solution in China technical employees, stakeholders, management and
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marketing team is considered in this element that supports to develop organizational
performance.
Market segment
This structure is used by corporation for segmenting marketing in to different groups and
influencing customers that supports to develop organizational performance. The market segment
of Ashanti Marketing Solution classified below:
Demographic: This segmentation involved demographic aspects like education, age,
family size, race, gender and nationality.
Geographic: This is based on location and country where products is being offered. This
can help to regulate and expand a business continuously.
Behavioural: This explained as behavioural pattern that uses by companies to show their
products and encourage to make buying decisions.
In relation to Ashanti Marketing Solution, geographic segment has been selected as
China is selected country where IT consultant services is provided to customers that supports to
develop organizational performance.
Applying the Customer Based Brand Equity model
CBBE model is brand equity model that uses by company to develop organizational
success by delivering good level of attitude to customers and services. For running a business
successfully in changing environment it is important to analysis competition that supports to
provide products and creating customer value in business industry. The model is proposed by
Professor of Marketing Kevin Lane Keller that explains how a business could maintain brand
opportunities and attain competitive forces. The CBBE model in relation to Ashanti Marketing
Solution where it provides IT consultant services in China is defined below:
Brand identity – This stage is used to know how customers look towards a particular
brand and create difference from others. For instance, Ashanti Marketing Solution is creating
brand recognition by offering marketing services, software development and IT consultant
services to other business. This could help to create brand identify in China as it manages all
function smoothly and guide people to use.
Brand meaning – Once people become aware about product then they know about
products and services which offered by company. In relation to Ashanti Marketing Solution used
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this strategy by creating awareness between people regarding their IT consultant services in
China that will help to increase number of clients (Sandberg, Holmström, and Lyytinen, 2020).
Brand Response – This strategy is used by management to know how people feel about
products and brand that is providing by organization that can help to regulate a business. The
customers and business concerns in China judge the brand and make decision to buying IT
consultant services from chosen organization that supports to develop organizational productivity
(Dost, Phieler, Haenlein, and Libai, 2019).
Brand Resonance – This stage of model is used by companies to build good relations
with customers and employees that supports to develop organizational performance. In relation
to Ashanti Marketing Solution, marketing management is maintaining the good relationship with
their customers and maintain the higher performance while offering services that supports to
maintain high brand image in changing environment.
Figure 1 CBB model for TESCO
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Applying the concept of integrated marketing communications
International marketing communication can be explained as process of informing people and
communicating with existing and potential customers for the purpose of developing a business in
changing environment. In other words, IMC is the process of various activities used by marketers
to inform and persuade the consumers to buy. In relation to Ashanti Marketing Solution, used
IMC to share information with people who belong to China and other country that can help to
develop organizational productivity (Akcura, Sinapuelas, and Wang, 2019).
Importance of IMC to launch new product and service
Integrated marketing communication is critically important for launching a product /
services in their business. This is used by companies for reaching their targeted customers and
maintaining higher productivity at the workplace. For example, Ashanti Marketing Solution is
launching new IT consultant services to its organization and other businesses that will help to
continue business in Pandemic period and further more. This can help to increase the number of
customers and organizational productivity in changing environment by influencing number of
customers (Vilkaite-Vaitone, and Skackauskiene, 2019). When organization has launched the
new service and wants to reach the targeted customers then it needs to adopt different methods of
communication that are as explained:
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Advertising – This is important method that used by company to show their products and
services being offered. The Ashanti Marketing Solution uses this method to share information
with people and providing all details about its new launching services such as IT consultant
which can help to develop organizational productivity and performance.
Sales Promotion – This can be explained as another method of sharing information and
increasing organizational sales. This can help to regulate the business effectively. This impacts
positively on brand awareness, customer satisfaction and revenues that supports to develop
business productivity. In relation to Ashanti Marketing Solution, marketing management uses
sales promotion to increase service sales and managing all functions effectively. This also helps
to manage each function in China (Sriwatthana, and Chantharat, 2020).
Public relations and publicity – This is another method used by organization for developing
sales and productivity in changing environment by information people and communicating
directly. Ashanti Marketing Solution understand customer requirement and maintain good
relation with customers that supports to develop organizational brand image and sales
effectively.
Critically assess how your client could measure its marketing success
To reach the targeted customers and managing all performance there is need to follow
marketing strategies that supports to develop organizational productivity. The aim of Ashanti
Marketing Solution is to provide IT consultant service all over the market and improve the future
by increasing sales and providing customer satisfaction which develop the organizational
productivity. There are different ways which used by management of selected organization to
measure the marketing success that are as explained:
Sales target – This is a measurement tool that measure current sales revenues and compare
it to target or past performance. This can be used by management of Ashanti Marketing Solution
for the purpose of analysing performance and increasing sales by targeting people (Colan,
Vrabie, and Răducan, 2019).
Market share – This tool is used by company by analysing market share and supports to
make right business decision. Ashanti Marketing Solution is growing its market share by offering
better quality of services that can help to develop organization productivity. This also to grow
market share in changing environment by managing all functions and activities.
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Profitability – This technique is related to developing profits by offering quality of
products and services. The management of Ashanti Marketing Solution keep proper records of
all financial transaction and manage all functions that supports to develop organizational
productivity (Seeger, and Kost, 2020).
Return on Investment – This tool is connected with return on investment that state how
much an organization has spent their money in expectation of getting higher returns. This can
help to increase the brand awareness and organizational productivity which can help to provide
the higher returns (Sulehri, 2019).
Thus from the above explanation it can be explained that Ashanti Marketing Solution is
using the sales target and return on investment for the purpose of measuring its business
activities and getting the future opportunity to improve their business in a changing climate that
can assist in achieving predetermined goals and objectives.
CONCLUSION
It can be inferred from the research that marketing is a key factor that organizations employ
to reach out to their targeted consumers and promote their business success. The methods of IMC
are advertisement, public relations, sales promotion and others which can help to improve the
future opportunities and maintain higher performance.
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REFERENCE
Books and Journal
Tong, S., Luo, X. and Xu, B., 2020. Personalized mobile marketing strategies. Journal of the
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Saura, J. R., Palos-Sanchez, P. R. and Correia, M. B., 2019. Digital marketing strategies based
on the e-business model: Literature review and future directions. Organizational
transformation and managing innovation in the fourth industrial revolution, pp.86-103.
Jacobson, J., Gruzd, A. and Hernández-García, Á., 2020. Social media marketing: Who is
watching the watchers?. Journal of Retailing and Consumer Services. 53. p.101774.
Sahaf, M. A., 2019. Strategic marketing: making decisions for strategic advantage. PHI
Learning Pvt. Ltd..
Maier, D., Maftei, M., Maier, A. and Biţan, G. E., 2019. A review of product innovation
management literature in the context of organization sustainable development. Amfiteatru
Economic. 21(13). pp.816-829.
Sandberg, J., Holmström, J. and Lyytinen, K., 2020. Digitization and Phase Transitions in
Platform Organizing Logics: Evidence from the Process Automation Industry. MIS
Quarterly. 44(1).
Jagtap, S. and Duong, L. N. K., 2019. Improving the new product development using big data: A
case study of a food company. British Food Journal.
Dost, F., Phieler, U., Haenlein, M. and Libai, B., 2019. Seeding as part of the marketing mix:
word-of-mouth program interactions for fast-moving consumer goods. Journal of
Marketing. 83(2). pp.62-81.
Akcura, M. T., Sinapuelas, I.C. and Wang, H. M. D., 2019. Effects of multitier private labels on
marketing national brands. Journal of Product & Brand Management.
Vilkaite-Vaitone, N. and Skackauskiene, I., 2019. Green marketing orientation: evolution,
conceptualization and potential benefits. Open economics. 2(1). pp.53-62.
Sriwatthana, S. and Chantharat, N., 2020. Factors Marketing mix affecting Choice of Online
purchasing behavior on the Consumer in Navanakorn Industrial Estate.
Colan, G., Vrabie, T. and Răducan, M., 2019. Marketing Mix Approaches in Educational
Services and Public Administration. Risk in Contemporary Economy, pp.361-377.
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