Strategic Marketing MG529: Company Audit and Strategic Objectives

This presentation provides a strategic marketing analysis of a company, including market size and trends, competitor analysis focusing on E45 and Awake Organics, and the macro and microeconomic forces affecting the organization. It employs Porter's Five Forces and PESTLE analysis to assess the competitive environment and external factors. Customer and stakeholder analyses are conducted, identifying key stakeholders such as the government and customers. The presentation outlines the company's key strategic objectives, supported by a SWOT analysis, and includes a budget for raw materials, advertising, manufacturing, and rent. Monitoring and controlling mechanisms are discussed to ensure the effective implementation of strategies. The presentation concludes that conducting proper market research benefits the organization and helps in gaining dominance over its competitors. The analysis of the company provides a framework for developing better strategies and promoting its business.

STRATEGIC MARKETING

Table Of Contents
 INTRODUCTION
 Market Size and trend data
 Competitor Analysis
 Macro and Micro economic forces affecting the organization
 Porter’s Five Forces
 PESTLE Analysis
 Customer Analysis
 Stakeholder Analysis
 Key Strategic Objectives of the organization
 SWOT Analysis
 Budget
 Monitoring and Controlling
 CONCLUSION
 REFERENCES

INTRODUCTION
 Strategic marketing is defined as the process to effectively differentiate a firm from its
competitors by capitalizing on its potential and current strengths to provide the
customers with better value than its competitors consistently.
 It involves establishing objectives and conducting market research that will help in
maximizing the effectiveness of the overall business operations.
 It helps an organization to develop products according to the customer needs and
improve the productivity of the business.

Market Size and Trend Data
 The organization may have a huge market size as the problem that the
organization is working is common in the country and the brand may have built
the trust of customers by providing the best quality moisturizer for dry skin.
 It may have expanded its services in various countries such a Sweden,
Denmark, Austria etc. as the climate conditions in these areas may be identical.
 The people are highly focused on their organizational goals and may be one of
the most dedicated individuals in the profession.

Competitor Analysis
Basis E45 Awake Organics
Product The company may offer a wide range of
skin care products including
moisturizers and creams to its
customers and may have created a trust
over past many years due to its quality
and consistency.
It may offer good quality products in
skin care with a prominent market
share and may have been one of the
top priorities of consumers. The
products may be popular due to its
quality and resistance.
Price The company may offer its products at
comparatively nominal prices than its
competitors to attract more customers
towards the brand by providing the best
quality products at reduced prices.
The company may focus on delivering
its products at higher prices to deliver
in its niche market and providing the
customers with best quality products at
an increased price.
Place It started offering its products in the UK
region but now has expanded to various
places such as Australia, Sweden
Denmark etc. according to its strategy
to explore new market and launch its
products to increase its market share.
The company may offer it products in
the UK region by focusing on the
population as its target market and
developing new products according to
their needs.
Promotion The organization may advertise its
products with the help of social media
platforms such as Facebook and Twitter
to reach out to a wider audience by
giving information about the brand all
over the world.
It may promote its products by running
advertisements on conventional
sources such as newspapers and TV
to give information about its products
to the audience of the country.

Macro and Micro economic forces
affecting the organization
Porter’s Five Forces
 Competitive Rivalry:
 This force may have high power in the industry due to an
increased number of rivals in the sector. The supply may be
greater than its demand and the rivals may give strong
competition to the business as there may be negligible
difference in the quality of products in the top rivals.
 Threat of New Entrants:
 This force may have high power as the industry is highly
thriving and may be open to a large number of new entrants
to capture market share. It may lead to a decrease in the
profitability of E45 which may have a negative impact on
the stability of the company.

Macro and Micro economic forces
affecting the organization
PESTLE Analysis
 It may be defined as an effective tool to get an idea of the external factors
affecting the business environment. These factors are as follows:
 Political factor:
 It may have a negative impact on the business as the political stability in the
operating countries may be important for the brand to successfully grow its
business over the different countries. The different trade policies may have
strict exit and entry barriers may be the reason for high imposed taxes.
 Economical factor:
 It may have a negative influence over the business due to the factors such
as inflation, rising taxation import-export duties etc. which may be the
reason for the drop in the sales of the business.

Customer Analysis
 Valuable consumers of the organization may be identified by considering important
customer metrics and patterns of their buying behavior in order to develop desired
products for them.
 To understand the actual situation the organization may directly contact the customers
to get the valuable customer feedback in order to understand their needs.
 The organization may conduct surveys in order to get an idea about the issues and
problems that the customers may have and which should be considered by the
management.

Stakeholder Analysis
Government:
 The government may be the major stakeholder for the company as the company ids
highly influenced by the policies and restrictions imposed by the governments which
may have significant role in the decision making of the organization.
Customers:
 The customers are one of the most important stakeholders as they may help in
increasing the profitability of the organization. The organization may be highly
influenced by their behaviors and choices as it may influence their buying behavior
which may be considered by the organization in order to increase its market share.

Key Strategic Objectives of the organization
Aim:
 The organization may aim at providing people with the best skin care products at
affordable prices to improve the skin condition of people.
Objectives:
 To increase customer satisfaction.
 To enhance the productivity of the organization.
 To develop innovative products in order to increase the market share of the company.
 To expand into new markets and establishing its business in various countries.

SWOT Analysis
Strengths:
 The market share of the organization is high in the industry and it
may have a wide network into many countries which may be the
reason of its increased productivity.
 A wide range of high quality products may be offered by the
company to its customers which creates an effective image of the
brand in the mind of the customers.
Weaknesses:
 Fake products selling under the brand name may be another
drawback for the business which may put a negative impact on the
organization.
 The organization may lack in successfully advertising its products to
the customers which may be a major reason or decrease its sales.

Budget
Expense Amount(€)
Raw Material 7000
Advertisement 5000
Manufacturing 4000
Rent 3000