Strategic Marketing Report: Strategies for Daler Rowney Ltd.

This report analyzes the strategic marketing approach for Daler Rowney Ltd., an art materials manufacturer. It begins with an introduction to strategic marketing, its role, and its relationship with corporate strategy. The report outlines the process of developing a market strategy for Daler-Rowney, including identifying the unique selling proposition, clarifying goals, building a marketing plan, implementing the plan, and monitoring its success. It explores competitive positioning using Porter's five forces model and discusses various strategies that contribute to competitive advantage, such as diversification, cost leadership, and differentiation. The report also covers market strategies, their application, and implementation, including advertising and sales promotion. Additionally, it evaluates approaches for internal and external environmental analysis, and how to integrate these analyses to devise strategic alternatives. The report concludes by justifying decisions at the corporate level and assessing their influence on marketing at the business unit and functional levels. The report emphasizes the importance of effective marketing strategies for achieving competitive advantages and building a strong brand image for Daler-Rowney.

Strategic Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Evaluating the role of marketing...........................................................................................1
1.2 Analysing the relationship between corporate and marketing strategy................................2
1.3 The way market strategy is developed..................................................................................2
3.3 Approaches for competitive positioning of business............................................................3
4.1 Range of strategies that contributes to competitive advantage.............................................4
4.2 Market strategies, their application and implementation for an organisation.......................5
4.3 Evaluation of market strategies for an organisation..............................................................5
TASK 2............................................................................................................................................6
2.1 Evaluate several approaches for internal environmental analysis.........................................6
2.2 Evaluate various approaches for external environmental analysis........................................6
2.3 Explain the internal and external analyses that can be integrated for devise strategic
alternatives..................................................................................................................................7
TASK 3............................................................................................................................................8
3.1 Justify decision and choices to be made at corporate level...................................................8
3.2 Assess the decisions influence marketing at business unit and functional level...................8
CONCLUSION................................................................................................................................9
REFERENCES................................................................................................................................9

INTRODUCTION
Strategic marketing is defined as the process of planning and taking actions for
promoting particular products and services which includes research of market and advertising. In
the present scenario, competition is growing at the highest level as every company is trying to
attract number of customers and other stakeholders towards organisation's new or innovative
products (Todor, 2014). There are various market trends which generally change according to the
environment. In this, new trend is strategic marketing that every industry adopted for developing
the business. This report is based on Daler Rowney Ltd. which is art material manufacturing firm
and situated in United Kingdom. This firm sells variety of artist’s products such as paints,
brushes artist’s surfaces as well as accessories being part of Print wafer Mouse Trooper which is
a consulting firm. It must be required to suggest effective marketing strategies for increasing the
sales of company. This report will cover various topics such as role of marketing and relationship
with corporate strategy. Various approaches as internal and external defined. It justify decision
choice and its influence on marketing at business unit. It define strategies and application for an
organisation.
TASK 1
Covered in PPT
Introduction
Marketing is an essential tool for every business firm as it considers various activities for
promoting particular goods and services of company in the market place. It includes research and
advertisement for selling products. Every firm knows about the importance of marketing that
must be required for successful strategic marketing campaign.
1.1 Evaluating the role of marketing
Marketing is an important element for every successful organisation. Each firm must
focus on effective marketing campaign for achieving the competitive advantage. Therefore,
companies are required to consider marketing strategies which help in creating a strong brand
image in their customer’s mind and attracts them towards company's goods or services. The
marketing strategies of Daler-Rowney should be very effective as strategic marketing plays a
comprehensive role in achieving success. This firm deals in selling fines and arts or crafts
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material at market place so that campaign will help in creating awareness among customers and
attracts them in order to purchase various things.
The strategic marketing identifies several available media for promoting particular goods
or crafts items. Consulting group should suggest effective and appropriate marketing strategies
for attaining company's objectives. It will support in communicating proper ideas or innovative
offers to potential customers as well as stakeholders so that maximum sales can be increased.
Strategies can be made by considering the marketing mix elements such as products, price, place
and promotional tools of an organisation.
1.2 Analysing the relationship between corporate and marketing strategy
Corporate strategies generally refer to the direction and scope of corporation while
running an organisation or operating the business for attaining particular goals or objectives.
Ultimate goal of corporate strategy defines the long term objectives which every industry wants
to achieve. Corporate strategies and marketing strategy are inter-linked with each other because
these define the key objective and they all can be achieved through formulation of effective
marketing strategies.
Daler-Rowney firm is the part of FILA group which deals with number of products such
as paints, artists and brushes and therefore, they require effective marketing strategies. As a part
sales team, I would like to suggest the most effective tool for advertising of fines and arts among
customers. As corporate strategy build strong relations with potential customers and use better
marketing strategies for developing and promoting products and services.
Decisions should be well mannered regarding selection of appropriate material of craft
items for better manufacturing of attractive show pieces so that customers can be attracted
towards innovative goods. So ultimately, corporate strategies are closely relative of market
strategy. In this includes various study and analysis of internal and external environment which
helps in providing strategic planning.
1.3 The way market strategy is developed
For Daler-Rowney, it must be required to develop effective strategies of marketing for
promoting their products among customers in an appropriate manner. In this includes various
steps for better marketing, so by using these procedures, Daler-Rowney can develop strategies
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and increase maximum sales in the market. It will support in achieving business goals or
objectives as well as boost their revenues. These are following such as:
 Identifies the USP (Unique selling proposition) of this firm for finding strengths that can
be a strong point for increasing sales in the market and attracts more audience towards
unique or innovative goods or services.
 Clarify the goals and define appropriate target market for particular art and crafts such as
many people are interested in decoration regarding any event.
 After analysing all these factors, next phase is building a marketing plan for promoting
special products and create goodwill among competitors in an effective manner.
 This next phase where plan will be implement, as in this company has to focus on
implementing plan in better ways.
 Last but not least that is controlling and monitoring the succession of entire procedures
for analysing the strategies and its effects that must be in positive way. In this,
organisation ensure about planning and its execution in same way.
These steps will support in developing better marketing strategies for Daler-Rowney firm
as they can build a strong brand image among competitors and achieve competitive advantage
with ultimate goals or objectives.
3.3 Approaches for competitive positioning of business
For getting success and achieve competitive advantages by positioning the best
approaches so that Daler-Rowney can promote their specific arts and crafts products in the
market. In this, firm can consider Porter's five force model which is a useful tool that supports in
completive posting which is given by Michael Porter. In this model various key factors included
that are given below such as:
Bargaining power of buyers: In this, the bargaining power of customers is very low
because of hand made and crafts items in which lots of efforts are required for making products.
On the other side, there are various competitors and so, customer loyalty is poor.
Bargaining power of suppliers: The bargaining power of suppliers is very hsigher in
fines and arts industry because in this requires best quality of materials for making innovative
products. Therefore this firm has to purchase all those items as per the suppliers demand.
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Threats of new entry: This is a major factor that can affect to business firms as new
competitors are increasing in market place with several arts and crafts items so it is biggest
threats of Daler-Rowney company for market positions.
Threats of substitute products: This is also another major force that many or duplicate
companies are making same kinds of products in lower quality and selling those in cheap price
so the threats of substitute products are very higher.
Rivalry among existing competitors: Competitors are biggest threats for every
organisation as it has major impact on the firm. Daler-Rowney has various competitors such as
Crafts suppliers, Art Cass and Swann Morton etc. that attracts numbers of customers towards its
innovative goods and services. Therefore, this firms is trying to change their segmentation as per
the products.
4.1 Range of strategies that contributes to competitive advantage
For every successful organisation, it must be necessary to adopt best strategies for
achieving competitive advantages as these will support in attaining business goals by increasing
sales volume of particular products or services in appropriate manner. These strategies are as
follows:
Diversification strategy: It is very useful or effective strategy in which firm starts to
produce new items or products in the market. In this strategy three types of diversification
involved such as conglomerate, concentric and horizontal. When company turns into new
business which is different from previous is called conglomerate. On the other side, when
company enters into new activity which has relations with primary activity. Last but not least
that is horizontal diversification as it is adopted in that situation where customers are offered new
innovative products in the market.
Cost leadership: this strategy is generally adopted for developing competitive advantages
in the market. These types strategies usually based on various elements such as scope, scale,
efficiency and size. Cost leadership aim is to exploit economies, scale of productions and scope
etc.
Differentiation: This Strategy is based on products and services differentiations for
competing with competitors. Differentiation strategy is very effective where the customer
segmentation is not price sensitive as they have their specific needs or demands in the market.
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4.2 Market strategies, their application and implementation for an organisation
In order to achieve competitive advantages, effective communications must be required.
Company always try to develop its brand image among competitors and customers by adopting
various strategies and tools or techniques in the market. In the other words, marketing
communication strategy is very effective that helps in providing information regarding particular
products or services to the customers. It affects their perception and attitudes regarding
company's products and attracts them towards organisation. There are several marketing
strategies which must be consider by Daler-Rowney firm for increasing their sales volume in
effective manner such as:
Advertising: This types of tools are very effective for creating market awareness as it is
paid form of marketing that helps in providing proper information and details regarding products
and services. These are very effective because it helps in influencing behaviour, belief and
attitudes of customers regarding products. Here are some major components of advertisement
such as newspapers, billboards, magazines, signs and miscellaneous media.
Sales promotion: It may consider as direct inducement to the customers for buying any
items of the company. It is most important tool in the marketings communication strategy such
as company jump-start their sales as well as they can provide better information tom the target
people regarding any products and services in appropriate manner.
4.3 Evaluation of market strategies for an organisation
This is an essential for every business firm to adopt various effective strategies which
will support in increasing sales and create strong brand image among customers in appropriate
manner. Daler-Rowney firm can promote its art and fines by adopting various strategies so that
competitive advantages can be achieved. As per the project, there can be several negative
impacts which can affects on the company's brand image as well as reputations. Therefore, it
must be required to implement the marketing strategies or application for achieving success.
Here are some marketing strategies such as:
Segmentation strategy: As the part of Print Wafer Mouse Trooper, I would like to
recommend to Daler-Rowney firm as they required to choose an appropriate target audience for
particular market like people are from upper middle class, lower middle or luxury class. So that
company can easily finds its target customers.
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Relationship marketing: This strategy is very useful for selling products and services by
maintaining as well as building long term relations among customers. These types of strategies,
complete information should be given for maintain the sales database of the organisation.
Conclusion:
From above information, it can be concluded that effective marketing strategies are must
be required for achieving competitive advantages so, Daler-Rowney firm must be consider all
marketing tools or techniques for selling their handicrafts or fines arts products or services.
TASK 2
2.1 Evaluate several approaches for internal environmental analysis
Internal analysis are very effective in defining various strengths and weaknesses of the
company. It generally focus on company's missions, visions, objectives and strategies for
achieving competitive advantages (Hollebeek, 2011). Internal analysis also consider various
resources such as financial, human resource, different assets as well as technological
advancement which helps in meeting organisational objectives in better ways. In this SWOT and
value chain analysis can be consider which are very effective tool for internal analysis.
Value chain analysis:
It is an essential for examining the internal environment of any particular company. It is
based on various activities which is delivering products and services in the market. In this
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Illustration 1: Value chain analysis 2018

consider two types of activities as one is primary which has included inbound logistics,
operations, marketing and sales services and outbound logistics (Line and Runyan, 2014). On the
other side, secondary activities including infrastructure, procurement, human resource
management and technology.
For the Print Wafer Mouse Trooper, their primary activities are providing better
marketing consulting services to the other companies who are dealing in art and crafts or fines art
in the market. This firm has sound contacts or relations with all companies because it supplies
products or material on time with best quality. They use various tools or techniques for
increasing demand among customers.
2.2 Evaluate various approaches for external environmental analysis
These approaches are very helpful in analysing all external factors that cannot be control
by the company or management. Generally, most of the external forces directly affects to the
entire industry as well as every business organisation and their operations (Moutinho, 2011). It
can be understood through PESTEL Model which is best approach for external analysis such as:
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Illustration 2: PESTEL Analysis

Political factors: This forces consider all the changes regarding government policies
which can affect on the business operations and its performance (Proctor, 2014). The key
political factors are advertisement of any products through media.
Economical factors: These factors concern with various changes such as inflation,
exchange rates, interest rates and economic growth. Some of major factor of economic for
consulting marketing firm or Daler-Rowney company that growing market and perceived values
for money.
Social factors: These forces are related with human's lifestyles, beliefs and knowledge of
society. People are usually less interested with purchasing art or crafts items due to high prices as
well as social activities are major factors of the company.
Technological factors: These factors also very important as it affects on the marketing
campaign of every or each firm because of introducing new innovative ideas and technologies
for promoting particular products or services. In this includes various forces such as online
ordering, social networking and online marketings campaign etc.
Legal factors: These factors generally depends on the country's effects as some legal
obligations as well as rules or regulations of government that affects to the organisation and its
operations. Therefore, different laws and legal boundaries are major factors of the firm.
Environmental factors: These forces are another important which must be required for
considering all these factors that affects on the business operations such as animal campaign,
save tree and make green or clean environment campaign and many more.
2.3 Explain the internal and external analyses that can be integrated for devise strategic
alternatives
According to internal and external analysis, effective strategies must be formulated so
that company cam achieves all competitive advantages and grab the opportunities, reduces weak
points as well as utilise strengths with available resources for achieving objectives and goals in
effective manner (Quinton and Fennemore, 2013). Internal factors can be control by the
organisation as it is controllable in nature but external factors cannot be controlled by the firm so
they adopt strategies for managing these forces.
For surviving from all these factors, company can utilise their resources in appropriate
manner so different kinds of strategies can be formulated for integrations of internal and external
analysis. Manager should analyse company's strengths, weaknesses, opportunities and threats
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which will support in making effective decisions regarding effective strategies and techniques for
adoptions.
TASK 3
3.1 Justify decision and choices to be made at corporate level
There are major affects of the strategic decisions because it support in shaping and
directing the entire business in effective manner. Corporate level strategies support in occupying
the highest level of strategic decision-making (Smith, 2011). These kinds of decisions generally
made by the top level management or senior authorities and they must be conceptual, value-
oriented and less concrete in comparison of other level decisions. There some major strategic
decisions are made at corporate such as:
Define the corporation mission: There should be brief description of unique purpose of
mission statement of the firm which support in clarify the goals and define the primary directions
according to strategies and objectives.
Choosing the directional strategy: Here are some key major fundamentals that decide the
orientations and intentions towards goals or growth such as:
 Business should expand/ cut back as well as continue without any changes
 Business should diversify into other line or concentrate on various activities within
industry boundaries
Allocating resources: This is also an important decisions that every organisation should
consider in their business operation. It is necessary to utilise all available resources by allocating
them among various business activities in effective manner so that corporate level make
appropriate decisions in any circumstances.
3.2 Assess the decisions influence marketing at business unit and functional level
In this defined that all corporate strategies are formulated by the top level of management
within an organisation. These strategies helps in indicating ultimate goals or objectives for
developing an organisation (Smith, 2011). In other words, corporate and business level strategies
focus on entire organisational performance. There are some strategies which concerned with
business units such as:
 company requires to manage the whole activities which support to attain corporate level
objectives.
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 There should be better cooperation with other business for maintains the synergy.
 Firm has to develop resources, competitive advantages as well as capabilities.
 Identify the product opportunities for developing strategies so that organisation can
achieve success.
 They must be analyse market needs and business environment for developing the
business in appropriate manner.
In the firm, functional areas considers as the product development, marketing and sales,
production, human resource, research and development which must be required for making
strategies of functional level (Thrassou and Vrontis, 2012). There are some strategies such as:
 Develop the entire business functions for performing the activities in efficiently.
 Integrate some business activities.
 Define the links between activities and goals of the company.
CONCLUSION
From the above report, it has been concluded that marketing is an essential for every
business firm which support in getting success. Every organisation try to attract number of
customers by providing innovative products and services. Strategic marketing generally concern
with best possible way for utilising available resources for achieving competitive advantages. As
per this report, Daler-Rowney should adopt effective strategies for promoting their products and
services and increase sales volume by selling effective arts or crafts items to people.
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REFERENCES
Books and Journals
Hollebeek, L., 2011. Exploring customer brand engagement: definition and themes. Journal of
strategic Marketing. 19(7). pp.555-573.
Line, N.D. and Runyan, R.C., 2014. Destination marketing and the service-dominant logic: A
resource-based operationalization of strategic marketing assets. Tourism Management.
43. pp.91-102.
Moutinho, L. ed., 2011. Strategic management in tourism. Cabi.
Proctor, T., 2014. Strategic marketing: an introduction. Routledge.
Quinton, S. and Fennemore, P., 2013. Missing a strategic marketing trick? The use of online
social networks by UK charities. International Journal of Nonprofit and Voluntary
Sector Marketing. 18(1). pp.36-51.
Smith, D.A., 2011. Strategic marketing of library resources and services. College &
Undergraduate Libraries. 18(4). pp.333-349.
Smith, K.T., 2011. Digital marketing strategies that Millennials find appealing, motivating, or
just annoying. Journal of Strategic Marketing. 19(6). pp.489-499.
Thrassou, A., Vrontis, D., Chebbi, H. and Yahiaoui, D., 2012. A preliminary strategic marketing
framework for new product development. Journal of Transnational Management. 17(1).
pp.21-44.
Todor, R.D., 2014. The importance of branding and rebranding for strategic marketing. Bulletin
of the Transilvania University of Brasov. Economic Sciences. Series V. 7(2). p.59.
Tsiotsou, R.H. and Goldsmith, R.E., 2012. Strategic marketing in tourism services. Emerald
Group Publishing.
West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive advantage.
Oxford University Press, USA.
Wilson, R.M. and Gilligan, C., 2012. Strategic marketing management. Routledge.
Online
PESTEL Analysis 2018. [Online]. Available through
<https://www.kbmanage.com/concept/pestel-analysis>.
Value chain analysis 2018. [Online]. Available through
<https://www.strategicmanagementinsight.com/tools/value-chain-analysis.html>.
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