Strategic Marketing: Objectives, Stakeholders, and Capabilities

This report delves into the development of organizational marketing objectives, highlighting the importance of aligning marketing activities with strategic goals. It discusses the formulation of long-term strategic objectives using Key Performance Indicators (KPIs) associated with products, services, and the business as a whole. The report also identifies potential risks to business finances and provides suitable risk management strategies, while also explaining unsuitable approaches. Furthermore, it outlines the procedure for documenting marketing objectives, emphasizing the importance of paperwork templates and proper storage. Stakeholder analysis is conducted to identify key individuals and groups that influence the success of marketing objectives. Finally, the report defines capabilities, resources, and financial position, explaining how each affects the organization's ability to launch and manage marketing objectives, with specific examples related to adopting a marketing process model that meets legal and ethical requirements. Desklib provides access to similar solved assignments and study resources for students.

Running head: DEVELOPMENT OF ORGANIZATIONAL MARKETING OBJECTIVE
Development of organizational marketing objective
Name of the student
Name of the university
Author Note:

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DEVELOPMENT OF ORGANIZATIONAL MARKETING OBJECTIVE
1. Identify an organizational goal and suggest 2 marketing activities that would
contribute to this goal and 2 activities that would not contribute to this goal.
Answer: The organizational goals are strategic objectives that are established and
implemented by the management of the company to outline the expected outcomes and guide
the efforts of the employees accordingly. Time management and meeting deadlines are two
such examples of organizational goals1.
Time Management is managed by maintain a schedule of where to spend more time and
where not related to the marketing activities. It is important for the management to allot a
particular time to particular tasks within limits and ensure that the other time can be utilized
for some other purposes. For example in a manufacturing firm the management must set a
time frame for both marketing as well as promotion of the manufactured goods accordingly.
On the other hand meeting deadlines will ensure the meeting of deadlines by getting proper
clarifications about a particular project and making a proper and scientific schedule.
2. Explain how long term strategic objectives are formulated using KPIS associated
with products services, and the business as a whole?
Answer: Strategic Plan Development is a complex process where the management of the
organization generally builds a roadmap that comes to the help of the organizational
development process. The strategy that will be formulated by the management will be necessary
1 Cacciolatti, L. and Lee, S.H., 2016. Revisiting the relationship between marketing capabilities
and firm performance: The moderating role of market orientation, marketing strategy and
organisational power. Journal of Business Research, 69(12), pp.5597-5610.

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DEVELOPMENT OF ORGANIZATIONAL MARKETING OBJECTIVE
to build a proper strategy. KPI’s are referred to as the Key Performance Index of a business.
Some of the most important KPI’s are Cash Flow Forecast, Relative Market Share, Revenue
growth rate and many more as such.
3. Identify a risk to your business finances:
Give an example of a solution that aligns with the organization’s requirements and
objectives .Explain why this is suitable risk management strategy and also give an example
of a solution that does not fit with the organization’s requirements and objectives. Explain
why this is not suitable risk management strategy
Answer: There are different types of risks that are inherent in any of the business organizations.
Such kind of risks tends to disperse the proper working of the business organization. Such kind
of problems and issues can lead to a negative impact in the organization2. One of the major risks
in the business can be termed as the Market Risk. The market Risk involves the changing
conditions in a specific marketplace in which the organization operates. The best example of risk
in the marketplace is the gradual but increasing trend of the customers to buy products from
online retailers.
The best solution to counter the following risk is innovating new ideas and concepts
including starting new online retailing as well as continuing with the traditional process. This
will help the organizations to counter the newly formed online retailing business. On the other
2 Chen, S.Y., Wu, W.C., Chang, C.S. and Lin, C.T., 2015. Job rotation and internal marketing for
increased job satisfaction and organisational commitment in hospital nursing staff. Journal of
Nursing Management, 23(3), pp.297-306.

4
DEVELOPMENT OF ORGANIZATIONAL MARKETING OBJECTIVE
hand selling products on a discount similar to that of the online retailers can also be a option but
it has some major difficulties. First of all providing such a huge discount will hamper the profit
of the organization as the company will not be able to make huge discounts because the online
retailers have a huge range of products to offer the customers compare to traditional
organizations.
4) Explain the procedure you would use for documenting marketing objectives. Make
references to paperwork templates and procedures in place as well as where you would
access and store these materials?
Answers: There are some specific steps to answer the different types of procedure that are used
for the documentation of the marketing objectives in the business organization. This includes the
likes of the;
1. Overall Mission-
2. Target customers-
3. Content Mix Plan
4. Content Creation Process
5. Distribution Plan
Process Documentation is referred to as one of the most complex steps to be completed by
the management of the organization3. It outlines the step that is necessary to complete a
3 Paladino, A., Widing, R. and Whitwell, G., 2015. Internal and external organisational
orientations: Comparing the resource based view and market orientation. In Global perspectives
in marketing for the 21st century (pp. 338-338). Springer, Cham.

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DEVELOPMENT OF ORGANIZATIONAL MARKETING OBJECTIVE
particular task or a particular process. It is an internal process and occurs only during the active
state of the business. It is also important because it take cares of the different types of the
interrelated processes within the organization.
5) Identify the stakeholders you may have to work with developing objectives?
Answers: Stakeholder Analysis is a particular technique which can be used to identify and assess
the importance of the key people, groups of people and institutions that may influence the
success of the activity or the project undertaken by the management of the business
organization4. Stakeholders can be listed according to the needs of the particular project or the
type of the business that is undertaken by the business organization. This may include;
a. Clients
b. Local Community Staffs or the employees
c. Management
d. CEO or Chairman
e. Shareholders and many more as such.
6) Define each of the following, in terms if determining the organizational ability to launch
and manage marketing objective
 Capabilities
 Resources
 Financial position
4 Vernuccio, M. and Ceccotti, F., 2015. Strategic and organisational challenges in the integrated
marketing communication paradigm shift: A holistic vision. European Management
Journal, 33(6), pp.438-449.

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DEVELOPMENT OF ORGANIZATIONAL MARKETING OBJECTIVE
b) Explain how each point can affect the organizational ability to launch and manage a
marketing objective?
Answer: Capabilities- Capabilities includes the likes of focusing on visible skills and invention
of developmental culture in the business.
Resources- The availability of key resources will help in the growth and expansion of the
business.
Financial Position- The financial position of the business is one of the key determinants in the
success of the business as a strong financial position indicates the strength of the business
accordingly.
7) Identify a marketing objective your organization could or does have in place? Explain
how this objective meets the organization legal requirement? Explain how this objective
meets the organization ethical requirement?
Answers: The adoption of a marketing process model in the business organization can be one of
the best business ideas that can be adopted by the business organizations. It will involve the
analysis of the market and accordingly fixing the marketing target. Apart from this the marketing
strategy will be set accordingly with a proper mix of marketing and control of marketing.

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DEVELOPMENT OF ORGANIZATIONAL MARKETING OBJECTIVE
References
Cacciolatti, L. and Lee, S.H., 2016. Revisiting the relationship between marketing capabilities
and firm performance: The moderating role of market orientation, marketing strategy and
organisational power. Journal of Business Research, 69(12), pp.5597-5610.
Chen, S.Y., Wu, W.C., Chang, C.S. and Lin, C.T., 2015. Job rotation and internal marketing for
increased job satisfaction and organisational commitment in hospital nursing staff. Journal of
Nursing Management, 23(3), pp.297-306.
Chen, S.Y., Wu, W.C., Chang, C.S. and Lin, C.T., 2015. Job rotation and internal marketing for
increased job satisfaction and organisational commitment in hospital nursing staff. Journal of
Nursing Management, 23(3), pp.297-306.
Paladino, A., Widing, R. and Whitwell, G., 2015. Internal and external organisational
orientations: Comparing the resource based view and market orientation. In Global perspectives
in marketing for the 21st century (pp. 338-338). Springer, Cham.
Vernuccio, M. and Ceccotti, F., 2015. Strategic and organisational challenges in the integrated
marketing communication paradigm shift: A holistic vision. European Management
Journal, 33(6), pp.438-449.