MARK 1251 Strategic Marketing Management: Pikashoes Simulation

This report provides a comprehensive analysis of strategic marketing management principles applied to Pikashoes, a company offering a variety of shoes. It includes a detailed market analysis using STP and SWOT frameworks, examining the economic, social, technical, and competitive environments. The report outlines a marketing plan with clear objectives to increase market share and improve output, and discusses segmentation, targeting, and positioning strategies. The marketing mix, including product, price, place, and promotion, is also addressed. Furthermore, the document reflects on the value of simulation games in understanding and applying strategic marketing concepts, drawing from the MARK 1251 course assessment brief.

Strategic Marketing
Management

Table of Contents
Introduction......................................................................................................................................3
Main Body.......................................................................................................................................3
Market analysis.......................................................................................................................3
Marketing plan........................................................................................................................6
Company strategy and objectives...........................................................................................9
Evaluation personal performance.........................................................................................11
Value of simulation games...................................................................................................13
Conclusion.....................................................................................................................................14
References......................................................................................................................................15
Appendix........................................................................................................................................17

Introduction
Strategic marketing management is described as a management activity that may be
utilised to improve the performance and profitability of a company. It is critical for management
to review performance and establish plans in order to make adjustments in their performance and
operations. Because changes in the business environment occur at a quick pace in the current
market dynamic, companies must devise appropriate strategies in order to maintain their success
and performance. This sort of management entails the development and implementation of
initiatives that are developed by top-level management following an analysis of the internal and
external environmental factors that affect how a firm operates. This will aid in providing clear
guidance to organizations, including objectives, plans, resources and budgets, all of which are
necessary for gaining a competitive advantage in new or dynamic market scenarios and
successfully dealing with problems (Gaudenzi, Mola and Rossignoli, 2021).
The provided report document will include operational working at Pikashoes which
offers a wide variety of shoes to its customers in the business market. The company operates
with a slogan i.e., “Spark your feet with Pikashoes”. The respective company delivers better
working terms on the basis of which competitive working of the firm can be ensured. The stated
firm coordinates with performs a variety of business activities through the use of several strategic
management models (del Rocío Bonilla Quijada, Arriaga and Domingo, 2021).
Main Body
Market analysis
In national developing market scenarios, a PIKASHOES marketing manager examines
shifting consumers, which implies that customer demand may vary by the state since each has its
own culture, beliefs, and behaviour. As a result, firm executives must do thorough market
research in order to achieve high levels of satisfaction and market share. This will aid in the
analysis of market circumstances, which is necessary for firms to understand their capabilities in
order to acquire a competitive edge over their competitors (Kim and Moon, 2021).
STP analysis
STP is a strategy that simplifies the marketing planning process. Its major purpose is to
attract customers, or more precisely, the correct consumers who are interested in the company's
offerings. This product marketing is separated into segments, and then that segment is targeted

for the company's product, and then the product is developed according to the demands of the
targeted segment.
Segmentation
It is a procedure in which a corporation determines the market's needs and desires,
separates the consumers, and then chooses the one sector in which they may obtain the most
competitive advantages. Demographic, regional, psychological, and behavioural segmentation
are examples of different types of segmentation. However, Pikashoes for Men, women and kids
opt for demographic segmentation, which includes divisions based on age, gender, wealth, and
other factors. The corporation, on the other hand, adopts gender segmentation and develops a
product for the male gender (Rashidi-Sabet and Madhavaram, 2021).
Targeting
It is a procedure in which a corporation targets a certain market and then performs all of
the functions for that market. Pikashoes for guys is aimed at men, women and kids. People in this
age range are more concerned about their fashion and are continuously on the lookout for
products that match consumer trends in the fashion business market (Raza and Govindaluri,
2021).
Positioning
It is a metric that depicts the company's market position in terms of consumer
consumption. For this reason, Pikashoes advertises its product and offers discounts to clients in
order to increase market awareness.
Marketing strategies are used by marketing managers to learn about the many norms that
the organization uses to target a specific age, gender, or demographic. For that reason, Pikashoes
uses the STP model, in which the firm splits the market and selects males, with a focus on the
18-32 age bracket which is of men and women. They raise market awareness by advertising their
products and services in order to attract a big number of clients. This increases the company's
total sales as well as the productivity of the company's products and services (Yeo and et. al.,
2022).
SWOT analysis
Companies employed SWOT analysis to analyse internal and external factors for
strategic planning and management. Internally, they could analyse the company's strengths and
weaknesses, while outside, they could identify opportunities and threats. In the case of

PIKASHOES's men's goods, a marketing manager determines the internal and external
conditions of enterprises, which aids in determining the competitive position and formulating
suitable strategies based on this analysis. The following are the results of PIKASHOES's SWOT
analysis for men:
Strengths Weaknesses
 Brand awareness: PIKASHOES has a
good and high brand awareness within
its operational business market. This
acts as an effective strength for the
company which helps them to
 Professional workflow: The firm has a
highly competent and sought-after
workforce that helps the company
create and sell high-demand men's
items (Sarwar and et. al., 2022).
 Finance resource: Furthermore,
because the firm is in good financial
shape, it has the resources and cash to
organise a robust advertising campaign
and educate male clients about skincare
goods.
 Customer behaviour: Customers of
PIKASHOES are less committed to the
brand, which is seen as a weakness in
the company's PIKASHOES for
consumer goods.
 Inappropriate market focus: Because
PIKASHOES is so concerned with
women, kids and men, it maintains a
separate department for providing
 Failure of strategy: The company's
failure to differentiate its goods or
brand in contrast to its competitors has
resulted in the company's weakness in
the competitive marketplace for
PIKASHOES for its products.
Opportunities Threats
 Market share: The company has
experienced an increase in sales of
men's fashion products, which presents
a chance to grow the firm's market
share in a competitive or rising sector
and successfully lead the market.
 Behaviour of consumer: Because men
are becoming more receptive or less
 Social factors: Consumers, particularly
males, have become more aware and
price-sensitive, and they demand
different promotional activities such as
popularity, health, discounts, and
offers, among other things, posing a
challenge to the company's strategic
strategy (Khan and et. al., 2022).

hostile to fashion products,
PIKASHOES has a chance to capitalize
on changing societal views.
 Competition: Due to the significant
danger of competition, PIKASHOES's
goods, such as PIKASHOES for men,
require great distinction in order for
their marketing tactics to provide a high
return on investment in sales and profit
generation.
Marketing plan
Executive Summary
The determined marketing plan will be comprised of essential and insightful information
and knowledge regarding the marketing activities and practices to be carried out in order to
promote and advertise products offered to customers. For instance, it will be inclusive of analysis
of all the factors and aspects impacting upon marketing practices and developing a suitable and
appropriate strategy for further execution. Furthermore, it will inclusive of defining target market
for the shoes offered to customers, attaining competitive advantage, positioning, etc. which will
further facilitate in designing and developing marketing strategy for the company (Kumar and
Yadav, 2021).
Market and Situation Analysis
 Economic Environment
After the impact of COVID-19, situations now seem to be under control which further
influence the spending of customers towards their personal wants and requirements. For
instance, it results in being a positive aspect for respective business as customers in society
are willing to spend more footwear in order to maintain a living standard in the society.
 Social Environment
Personal preferences of customers towards footwear in order to follow the fashion trends
going on in the market is major social factor influencing purchase of footwear by customers
in society. With the increasing preferences of customers towards purchase of footwear has
been encouraging other customers in society for the same. Therefore, it has gave rise to a
social movement towards fulfilment of personal needs and desires of customers with

purchase of their desired products (Kumar, Prakash and Kumar, 2021).
 Technical Environment
The advancement of technology has driven businesses to another level of success by
providing them with efficient technological elements in order to acquire required information
and knowledge of customer demands and market trends. In addition to that, it further
facilitates in using the information in development of desired products to be served to
customers in order to fulfil their needs and demands.
 Industry Environment
The clothing and footwear industry has been observed with rapid growth and expansion
with establishment of additional businesses engaged in serving quality Footwear to
customers in order to meet their demands. For instance, Fashion industry is one of the largest
industry all around the globe as each and every consumer uses clothing and Footwear in their
daily routine or schedule.
 Competitive Environment
Referring to the determined company i.e., Pikashoes, there are various big market players
in the market that will result in being the barrier in capturing a higher market share. In
addition to that, Affordable prices and quality of products is considered as Unique Selling
proposition associated with the determined products which will further facilitate in attaining
competitive advantage in the market.
Vision, Mission, and Objectives
Vision
To become the leading business organisation engaged in serving footwear to customers with
global presence in each and every economic nation .
Mission
To contribute additional values towards customers by providing them with quality products at
affordable prices.
Objectives
 To increase market-share by 5% in the upcoming 6 to 8 months with consideration of
effective marketing practices.

 To increase the output per additional unit by 10% in the upcoming 1 year.
SWOT Analysis
Strengths
 Skilled workforce: It contribute
additional values in ensuring effective
and efficient completion of operations
and activities in workplace.
 Financial resources: The sources of
finance of respective organisation
facilitates in fueling up operations and
activities of company in order to
produce their final product to be
served to customers (Kim, Woo and
Ramkumar, 2021).
Weaknesses
 Retention of customers: Lack of
loyal customers and inability of
company to retain their existing
customer base has been considered as
major retention of customers.
 Insufficient market focus: The lack
of market orientation of company is
another major weakness associated
with respective company as it could
lead to lack of coping up with
uncertainties in market.
Opportunities
 Effective Marketing practices:
Carrying out effective marketing
practices could facilitate in increasing
brand awareness among customers in
society as well as increasing overall
sales of products.
 Information technology: This
element of business allows a company
to acquire required information.
Threats
 Highly competitive market: As the
company operates in highly
competitive business environment, it
could lead to shift of customers
towards other competition brands.
 Changing customer demands: The
dynamic changing demands of
customers could result in negative
impact of Pikashoes.
STP Analysis
Segmentation
As the products offered by respective company are classified under different categories on the
basis of particular demographics of customers, Demographic Segmentation has been taken into
consideration for grouping up customers. In addition to that, it will facilitate in targeting the
desired customer base in order to serve products to the same.

Targeting
Referring to the classification of products including Men, Women, and Kids, Customers will be
targeted accordingly. For instance, for the category of Men and Women, customers with age
between 18 to 40 years will be taken into consideration in order to increase overall sales of the
products. On the other hand, for the category of Kids, customers with age between 10 to 18 years
of age will be taken into account in order to serve them with products of Pikashoes.
Positioning
In order to position products of company in the mind of customers, the aspect of quality at lower
prices will be taken into account to be presented before customers for the same. Furthermore, it
will allow company to attract maximum amount of customer base towards purchase of these
products.
Marketing Mix
 Product: The product portfolio of Pikashoes generally includes different types of shoes,
apparels and other clothing accessories in order to offer customer with a variety of shoes.
For instance, these shoes or footwear are made up of high quality fabric with comfortable
sole in order to provide customers with a delightful experience in consumption of these
products. In addition to that, quality of apparels and shoes are primary aspects associated
with these products which could facilitate respective organisation in attaining competitive
advantage over other competitors in the market.
 Price: In order to increase the sales of products in the initial phase, Penetration pricing
strategy has been taken into consideration in order to serve customers with premium
products at lower prices. In addition to that, it facilitates in attracting maximum number
of customers towards products offered by Pikashoes in consumer market. Pricing factor is
one of the most significant concern for customers in selection of a product to be
purchased for further consumption. Therefore, this pricing strategy will contribute
additional values towards respective business organisation by increasing overall sales of
the products offered to their customers.
 Place: In order to maximise the sales of Footwear offered to customers, E-commerce
platform as well as physical outlet stores of Pikashoes will be taken into consideration.
The primary purpose behind consideration of E-commerce lies in increasing reach
towards customers in different economic nation whereas physical stores or outlets will

facilitate in effective interaction with customers in order to maintain customer
engagement. Furthermore, it will ensure maximum sales of products as well as
maintaining effective customer relationship in the consumer market. Therefore,
determined places will result in being most beneficial for Pikashoes in serving their
customers (Ozuem and et. al., 2021).
 Promotion: With the increasing advancement of technological elements, Digital
marketing practices could be taken into consideration in order to promote and advertise
products of Pikashoes. For instance, it includes Social media platform and search engine
optimisation as channels for carrying out marketing practices in order to products offered
by Pikashoes among customers in market. In addition to that, it will facilitate in
increasing awareness for the business entity as well as products among target customer
base in the market in order to maximise the sales of products offered by company.
Company strategy and objectives
PIKASHOES takes advantage of the full screen takeover capabilities to create realistic and
appropriate product presentation scenarios as well as motivate their male target audience to visit
Facebook businesses. In order to attract male clients between the ages of 18 and 32, the
organization must develop certain strategic objectives that are SMART (specific, measurable,
attainable, realistic, and time-bound). The following are some examples of such goals:
 Increase sales of PIKASHOES for Men products by 15% in six months by focusing
heavily on promotional and distributional strategies.
 Focus on completing adequate market research to gain market share by 25% in three
months (Distelhorst and McGahan, 2021).
 To enable outstanding product quality in order to keep people loyal to their brand
regardless of the brand.
Basis Existing strategies Proposed strategies
Product The product range of Pekashoes includes
a variety of sneakers that also forms
Customers will be targeted by the
company's existing product line.

important parts of the marketing
strategy. The frequent innovations on
products of the firm are based on R&D
department, budget and machine.
Through use of effective R&D activities
effective decision making can be
formulated.
Price In order to gain a competitive edge and
sell more men's items, the firm now uses
a competitive pricing approach.
To boost sales of PIKASHOES men's
goods, the management should now
employ a lowering price approach.
Place In order to reach out to their clients,
PIKASHOES has a forceful distribution
system. They sell men's skincare
products through both online and offline
channels.
In order to meet targets, the marketing
manager must focus on the market
penetration strategy, which entails
emphasizing their present distribution
location for men's skincare goods
(Medcalfe and Miro, 2021).
Promotion To advertise their men's offerings to
their target consumers, they use ad
frames, advertising on websites,
Facebook pages, ad video, and other
methods such as ad frames, ads on
websites, Facebook pages, and ad video.
In addition, they employ digital media to
raise awareness of their product line.
PIKASHOES's management should
emphasize the importance of using social
media marketing to raise awareness of
their men's products and attract a big
number of customers (Bubicz, Barbosa-
Póvoa and Carvalho, 2021).
Evaluation personal performance
Performance Analysis

Referring to above graphical representation, it could be derived from the same that the red
block indicates new staff, blue blocks for staff that left the organisation, green for the staff that
stayed, and yellow presents newly hired staff (Sharma, 2021).
The above-mentioned graphical presentation determines hiring performance of respective
company from the initial stage to exiting scenario. For instance, it could have derived that in the
initial phase of company, the number of employees getting employed was the number of
employees leaving the business organisation. In addition to that, it further resulted in constant
number of employees that stayed in the organisation engaged in carrying out business operations
and activities. Referring to the fourth coming year for company, it could be observed with an
massive increase in new employees getting employed in respective company with quite a higher
number of employees leaving the organisation. With every additional unit further, the number of
employees leaving the organisation tends to decrease whereas it resulted in increasing retentrion
rate of employees in the respective organisation (Yakimova, Owens and Freeman, 2021).
Therefore, it further represents that with the consideration of effective hiring policies and
development of positive working environment, respective business organsiation improvised and
enhanced their previous scenario of retention of employees in the business. In addition to that, it
contributes various additional values towards respective company with increased retention of
employees engaged in the workplace.