MG529 Strategic Marketing: E45 Case Study with Audit & Objectives

This case study analyzes E45, a leading skincare brand in the UK, focusing on its strategic marketing approaches. It includes a market audit covering market size, competitor analysis (Emuaid, Xtrac), macro and microeconomic forces (PESTLE), customer analysis using the 6 W Model, and stakeholder analysis. The study outlines strategic marketing objectives such as increasing customer satisfaction and maximizing profit margins. The conclusion emphasizes the importance of understanding customer needs to gain a competitive advantage and promote business growth. The analysis highlights how competitive analysis helps companies gather information about rivals and develop strategies to outperform them.

CASE STUDY FOR E45 WITH A COMPANY AUDIT
AND TO OUTLINE THE STRATEGIC MARKETING
OBJECTIVES

TABLE OF CONTENT
• INTRODUCTION
• TASK
• 1- Market Audit
• 2- Determining key strategic marketing objectives for marketing plan
• CONCLUSION
• REFERENCES

INTRODUCTION
(SUMMARY)
• Strategic marketing refer to process of using advertising disciplines that enable companies to achieve
their ventures goals and objectives appropriately.
• This procedure includes different practices and activities such as making essential decision that help
to reach desire outcomes.
• The current assignment will be base on specific organizational case study and that is E45, which
falls under the category of leading skincare brands in the UK.
• Organization tend to increase its profitability and sales level, which play vital role in success of any
company, no matter how vast it was.
• The purpose of company is to strengthen its brand simplicity and retain customers.

MARKET AUDIT
A- Market size and trend data-
• E45 is the best skin care organization in the United Kingdom that provide range of itchy and dry skin
cream to customers that help to fulfil their needs and enhance their satisfactory level, which is
important for company to do so (E45 is such a cult product for every type of skin condition, 2022).
• It may establish its venture between Norway & Italy, via Denmark, Austria, Sweden, Finland and
Germany, where firm may had taken pleasure of increasing profitability and success, but to due to lack
of brand simplicity, regarding which management may tend to focus on.
• The products of E45 contain active elements such as white soft paraffin, lanolin and liquid paraffin.

CONT..
B- Competitors analysis-
• There are several forms of strategies in the companies may utilize by the management and marketers for purpose of achieving strategic aim and
objectives (Hatzijordanou, Bohn and Terzidis, 2019).
• In case of E45, competitive analysis as effective strategic strategy may apply, which in turn provide varied benefits to brand in term of gaining
competitive benefits in bulk.
• This tactic may include key process of researching major rivals, among which each rival or company is able to gain market growth opportunities, by
using and developing the best tactics.
• In the world of business, competitive analysis is considered as effective procedure that enable management to categorize and appropriately evaluate
their brand competitors and develop better understanding about their strengths as well as weaknesses.
• The current strategic concept may apply in order to make a comparison between E45 and its rivalry skin care brands such as Emuaid, and Xtrac.

CONT..
C- Macro and micro economic forces affecting company
PESTLE analysis-
• Political factor-
• Economic factor-
• Social Factor-
• Technology factor
• Legal factor-
• Environmental factor

CONT..
D- Customer analysis
• It can be said that consumer analysis is the most essential and beneficial section of an
organizational marketing plan, because it may drive the attention of management toward
conducting appropriate research about potential customers.
• It may enable them to collect in detail information about target market or audience such
as potential customers, who are taking interest and tend to purchase range of skin care
items offer by E45.
• 6 W Model is the best for management to take into their consideration, which enable
them to conduct customer analysis.

CONT..
E- Stakeholder analysis
• In the corporate world varied approaches and concepts accessible that has been utilized in the context of analysing key stakeholders (Stakeholder
Analysis, 2022).
• Stakeholder analysis matrix is the best example of strategic models that may use to determine the impact and interest level of each stakeholder of E45.

2- DETERMINING KEY STRATEGIC MARKETING
OBJECTIVES FOR MARKETING PLAN
Aim-
The aim of current marketing plan is to generate awareness in the market, from national to international level about new straight up
skincare project.
Objectives-
• To increase customer satisfaction by 50% within 2 years.
• To maximize profits margin up to 50% within 1 years and 6 months.
• To gain competitive advantages within 2 and half years.
• To generate excellent brand awareness within 2 years.

CONCLUSION
• On the basis of above discussion, it has been concluded that by analysing customers needs company has gained competitive benefits in term of
developing effective plan to promote and produce products that enhance buyers satisfaction level.
• It has given tough competition to other companies that are sustaining and running their ventures in similar industry where, chosen firm exist and run
its business in effective manner along with facing challenges that they overcome by developing effective plans.
• Furthermore, from above analysis, it has been determined competitive analysis enabled company to collect more information about key rivals as it had
developed effective plans to beat them in competitive manner.
• By summing up above discussion, it has been summarized that by analysing and determining customers need, firm has retained potential buyers and
gained the attention of new, who are able to promote venture in influencing manner which play significant role in the context of business growth.

REFERENCES
• Celebi, K. and Hönig, M., 2019. The impact of macroeconomic factors on the German stock market: Evidence for the crisis, pre-and post-crisis
periods. International Journal of Financial Studies. 7(2). p.18.
• Hatzijordanou, N., Bohn, N. and Terzidis, O., 2019. A systematic literature review on competitor analysis: status quo and start-up specifics.
Management Review Quarterly. 69(4). pp.415-458.
• Juliana, J .P. E. and Nyoman, Y .N., 2019. Factors influencing competitiveness of small and medium industry of Bali: Porter’s five forces analysis.
Russian Journal of Agricultural and Socio-Economic Sciences. 89(5).
• Sapapthai, S and et.al., 2020. A stakeholder analysis approach for area business continuity management: A systematic review. Journal of Disaster
Research. 15(5). pp.588-598.