Marketing Management: Strategic Analysis, Objectives, and Planning

This assignment delves into various aspects of marketing management, starting with the benefits of strategic alliances in leveraging expertise and brand value. It discusses Ansoff's matrix and its role in market penetration and diversification through existing product development. The impact of business acquisitions on marketing opportunities, including reduced competition and increased market share, is also examined. Furthermore, the assignment highlights the critical importance of product feasibility and adaptability in franchising. It explores the advantages of developing new businesses in diverse markets, using Suzuki as an example, and contrasts market development strategies with exporting for foreign market entry. The product life cycle, marketing mix, and product elements are analyzed for their impact on marketing effectiveness, along with the use of pricing strategies to enhance market potential. Promotional strategies like social media marketing and sales promotions are compared, distribution strategies are outlined, and the use of undifferentiated and concentration marketing strategies are explored. Finally, the assignment emphasizes the alignment of strategic objectives with marketing strategies, the importance of ethical and legal awareness, and the role of organizational infrastructure in achieving marketing objectives. Desklib offers more solved assignments and resources for students.

Running head: MARKETING MANAGEMENT
Marketing management
Name of the student
Name of the university
Author note

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Question: 1
Strategic alliances helps the partner organizations to use each other’s expertise and brand
value to improve their marketing process (Brouthers, Nakos and Dimitratos 2015). This provides
better marketing opportunities due to merger of resources of both the brands. This can be
understood by giving an illustration such as in order to promote their debit and credit card,
financial institution often for alliances with retail grocery outlets and in return, the retail store
can use the brand value of the financial institution to enhance their brand identity. Moreover, it
is common for restaurant to promote different soft drink products so that they can use the
marketing channels of the beverage company to increase their market penetration and in return,
the restaurant will sell only the products offered by the strategic partner.
Question: 2
As per ansoff matrix, existing product development is the method of increasing the
penetration of the brand in the market. The development of products already existing in the
product line will add value to the original value proposition which in turn will enhances the
penetration the market (Hussain et al. 2013). On the contrary, when targeting new markets, the
product development process for existing product line will improve the diversity of the product
portfolio. This means that the organization will be able to cater to a bigger target population.
Question: 3
Acquisition of a business entity or takeover provides better marketing
opportunities for the acquiring company as they will be able to effective use the resources,
infrastructure and brand value of the organization for their benefit (Bena and Li 2014).
Acquisition takes place in same sectors in majority of the cases and most companies prefer to

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acquire their competitors. It reduces the competition in the market and increase the overall
market share. Moreover, it will also help in increasing the overall existing consumers and target
segment for the business entity.
Question: 4
The feasibility of the product or services sold to the consumers will be one of the critical
information. This is due a fact that feasibility of the product or service will determine the
sustainability of the franchise in the market (Lee et al. 2015). The capability of the product to
adapt to the target market is another key factor as the products or services needs to be in line
with the current trend in the market or the franchising is expected to fail as there will no demand
for the products or services offered by the company.
Question: 5
It is effective for the organizations to develop new business in new countries as diverse
markets brings forth new opportunities for the companies. This is due to the fact that
organizations utilize the demand in specific markets to develop and cater products specific to the
needs of different markets (Fritsch 2013). This increases the brand identity of the organization.
This can be explained by taking Suzuki as an example. Suzuki has manufacturing units in
different countries which is the reason that they are able to address diverse trends in different
markets. This increases the scope of opportunities in different markets.
Question: 6
Exporting and market development strategy are other two major options for companies.
The market development strategies are used by companies to offer existing products to new

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markets (Kang and Montoya 2014). This will increase the number of target consumers for the
existing products offered by the business entity. On the contrary, foreign market entry can be
effectively executed using exporting. The risk factor is quite less when compared to other
strategies while entering a new market. This is the reason that companies prefer using exporting
to make an entry into foreign markets.
Question: 7
Product life cycle is one of the most critical factors in management of marketing. The
different stages through which a product goes throughout its life time is known as product life
cycle and consists of four stages. These four stages are growth, decline, saturation and
introduction. The introduction phase refers to the launching of a new product into a market
where the product has low identity among the consumers. It is essential to use aggressive
marketing in this stage to improve the awareness of the brand among the consumers (Stark
2015). The next phase is the growth phase, where the share of the product in the market increases
and keeps on increasing. The market awareness of the product increases considerably in this
phase. However, the importance of aggressive marketing of the product is high in this stage of
the product life cycle as it facilitates in improving the growth of the product. The next phase
deals with saturation where the product hits saturation level means that it is the maximum limit
beyond which there is no added potentiality to the product in the market. In the phase, reducing
the overall price of the product is a key strategy. The final stage is declining phase where the
product starts losing its share in the market to other new products which completes the overall
life cycle.

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Question: 8
Marketing activities are made more effective using marketing models such as marketing
mix. This is used prior to the launching of new products for developing effective distribution,
promotion and pricing strategies (Huang and Sarigollu 2014). This helps in developing effective
strategies based on the new products so that market potentiality can be increased.
Question: 9
The different levels of products are addressed using the product elements of the
marketing mix. It is crucial to consider product components so that the value proposition of the
products in different levels can be enhanced (Kim and Krishnan 2015). The social value of the
consumers can be matched with the auxiliary levels and actual requirements can be matched by
the core level of the product by using the product element of marketing mix.
Question: 10
The market potentiality of the products are increased by using effective pricing strategy
by an organization. For example, luxury product need premium pricing to attract more
consumers and the necessary product will use marketing penetration pricing. The two major
pricing strategies are market penetration pricing and premium pricing (Li, Xu and Li 2013). The
products that are offered at high price points are considered as premium pricing which enhances
the overall profitability of the product and provides exclusiveness to the products offered in the
market. The lower end pricing strategy is referred to market penetration pricing which is

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addressed to consumers with lower disposable income. This strategy helps in increasing profit
margin by enhancing the overall volume of sales of the products.
Question: 11
Social media marketing and sales promotion are two of the main promotional strategies
used business entities. Sales promotion strategy is used by the companies to increase the overall
interaction in real time and increases the experiences of the consumers. The target consumers can
be addressed effectively using this strategy (Gangwar, Kumar and Rao 2013). On the contrary,
social media marketing provides an interactive platform to the company where they can
communicate with the consumers and acquire relevant feedback on product and service quality.
Question: 12
Exclusive distribution, intensive distribution and extensive distribution are the three
common strategies of distribution. In intensive distribution, the business entity keeps the
accessibility of products limited to selected outlets. In case of exclusive distribution, the products
are only sold in outlets that are exclusive in nature which means that the products will not be
obtainable by third-party vendors (Rehme et al. 2016). In case of extensive distribution, the
products are available in majority of the stores so that market penetration can be increased.
Question: 13
The business entities can cater standardized product in all countries using the
undifferentiated marketing strategy. This will facilitate in developing regulated and universal
cost of marketing (Dalgic and Leeuw 2015). This strategies are mainly beneficial to the

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companies selling electronic goods as the demand remains undifferentiated across different
markets.
Question: 14
In order to have specific products based on the need of the market concentration
marketing strategy is used. This fulfills the trends in the local market and enhances the
satisfaction level of the consumers which in turn increases the retention rate (Ford and Leonidou
2013). In case of consumer products, concentration marketing strategy is the most efficient as it
meets the local demand of the customers.
Question: 15
Strategic objectives of a company and their marketing strategies needs to be in alignment
for sustainability and consensus decision making process is used to ensure this factor (Vohs et al.
2018). This decision making process is used to analyze the effectiveness of the strategies in
marketing from the root level. The comparison of this process with the objectives of the
organizations improves the alignment by comparing and modification.
Question: 16
The ethical and legal requirements of an organization needs to be conveyed to the internal
stakeholders and employees so that they are aware of their ethical limitations and the
consequences of going out of bounds. For instance, the awareness of unethical activities will stop

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the employees from the marketing department to making any legal breach as they will aware of
the consequences.
Question: 17
The marketing objectives can be effectively executed if the organization has effective
infrastructure to support it. The employees can be develop new skills and knowledge by regular
training and development process which helps in achieving the objectives of marketing. The
appropriateness of the infrastructure helps in achieving the marketing objectives. Therefore, it is
crucial for business entities to focus on continuous improvement of infrastructure. The
probability of achieving the marketing objectives in directly proportional to employee
management and organizational infrastructure.

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