Strategic Marketing Planning Report: Corporate and Business Objectives

This report provides a comprehensive analysis of strategic marketing planning, focusing on the application of corporate and business strategies within Rowlinson Knitwear. The introduction defines strategic marketing planning as a continuous process for forming effective marketing strategies. The main body delves into corporate strategy, including resource allocation, organizational design, portfolio management, and strategic trade-offs, emphasizing how these elements contribute to Rowlinson's competitive advantage. Business strategy is then examined, highlighting its role in achieving long-term goals, market creation, and cost leadership. A company overview of Rowlinson Knitwear is presented, followed by an evaluation of corporate and business objectives using the STP (Segmentation, Targeting, and Positioning) marketing model. The report concludes by summarizing the importance of strategic marketing planning for organizational success, providing insights into how Rowlinson Knitwear can achieve its goals through effective strategy implementation. The report references key academic sources to support its analysis.

STRATEGIC MARKETING PLANNING
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Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Corporate strategy.......................................................................................................................3
Business Strategy........................................................................................................................5
Company overview.....................................................................................................................6
Evaluation of corporate and business objectives with using marketing theory..........................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8
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INTRODUCTION
Strategic marketing planning is a continuous procedure which helps business in forming
marketing strategies and plans which will be implemented by organisation for targeting the
segmented market (Adhikari, 2018). This report focuses on importance of corporate strategy in
organisation and how corporate strategies help in adding value to its business. This report is
based on organisation Rowlinson knitwear and help in understanding about importance of
corporate and business strategies in Rowlinson business. This report also focuses on importance
of strategic planning in organisation.
MAIN BODY
Corporate strategy
Corporate strategy is explained as the effective strategies to create the value for
organisation business and help in determining productivity and profitability of organisation. This
part of report focuses on understanding of corporate strategy and different aspects which are
involved in formulating a effective corporate strategy. Corporate strategy in an organisation is
build on top of business strategy which helps in making effective business decision and help
organisation in achieving desired goals and objectives (Aliarabi and Kazemi, 2020). There are
various components which are included in corporate strategy and organisation have to focus on
these components during development of effective corporate strategy. The main task which falls
under corporate strategy are mentioned below:
 Allocation of resources
 Organisational design
 Portfolio management
 Strategic trade-offs
Rowlinson knitwear which is chosen a organisation in this report and this part of report focuses
on corporate strategy of Rowlinson knitwear and help in understanding about importance of
corporate strategy for organisation and also help in understanding that corporate strategy help
organisation in achieving competitor advantage over competitors and also help in boosting
profits for organisation. Various components which are mentioned above help Rowlinson
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knitwear in developing effective corporate strategies and how these components plays vital role
in developing effective corporate strategy is mentioned below:
 Allocation of resources – Allocation of resources plays vital role in developing a
effective corporate strategy as Rowlinson focuses on effectively utilising their resources
which are people and capital. Rownlinson focuses on maximizing the effectiveness and
efficiency of business as managers of Rowlinson focuses on allocating these resources
effectively and according to need of organisation (Aliarabi and Kazemi, 2020). Effective
utilisation of resources help organisation in achieving goals and objectives. In accordance
with people, Rowlinson focuses on identifying core competencies and make sure that
resources should be distributed effectively. Focuses on leaders of organisation and using
them at place where they can add value to the organisation. In accordance with capital,
Rowlinson focuses on allocating capital to business and focuses on getting high returns. It
also help in understanding and analysing business opportunities which can help
Rowlinson in maximizing productivity and profitability of business.
 Organisational design – Rowlinson focuses on formulating effective corporate strategy
which is based on effective corporate structure of organisation which help in creating
maximum value of organisation. Rowlinson ensures that their managers should
understand their roles and responsibilities which can help organisation in achieving its
goals and objectives. Effective structure of organisation help in developing effective
corporate strategy for organisation (Babkin Alexander and Baikov Evgeny, 2017).
 Portfolio management – Portfolio management is explained as the way by which business
understand each other and help in understanding the firm role and responsibilities.
Rowlinson corporate strategy focuses on different aspects which are related to portfolio
management such as:
1. Understanding need of business and its in or out
2. Understanding need of vertical integration of firm
3. Managing risk in organisation with the help of diversification
4. Finding and implementing strategic option for new business opportunities
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 Strategic trade-offs – Rowlison focuses on maintaining the balance among trade-offs
between risk and return across the firm. Rowlinson make sure that business should be
effective and risk involved during business should be managed effectively and efficiently
by managers of organisation (Beirman, 2020). Rowlinson focuses on understanding and
analysing risk and developing appropriate options to resolve and tackle issues related
with business.
Business Strategy
Business strategy refers to the compositions of all decisions which are taken and all
actions which are performed by an organisation through which they can accomplish the long
term targets which will help in gaining competitive advantage. Business strategy is a planned
strategy which help business to run for long period of time. Business strategy help a business in
planning all the actions which will be taken for the accomplishment of organisational goals, it
also help in forming strategies through which business can analyse the strengths and identify
weakness for which corrective measures can be taken. Business strategy help an organisation in
allocating the resources which can be optimised effectively and business can gain competitive
advantage from such operations. Forming strategies with the help of such level help business in
achieving their targets using constructive and innovative approaches. The main objective of a
business strategy is to accomplish the organisational targets through strategically planning and
directing all employee's regarding what and how should be done through which maximum profits
can be maximised.
Business strategy help business in creating a new market and also help in using cost
leadership approaches through which the desired objectives can be achieved. A successful
business strategy must be flexible, adaptable ad must be based on updates market research
through which business can make an effective impact in their industry and utilise all resources
effectively through which business can also minimise the wastage and use cost and time effective
measures. For developing a good business strategy, person must have a strong leadership vision
and must have strong knowledge through which an effective strategic marketing plan can be
formed (Galli and et.al, 2021). This will also help in allocating and utilising all resources which
help in accomplish organisational goals and targets. The goals and objectives which are set by
organisation can be accomplished with the help of effective business strategy and business
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strategy can be classified under three levels, which are: corporate level, business and functional
level.
Company overview
Rowlinson Knitwear is an organisation which focus on making affordable and durable
school uniforms through which they focus on enhancing the living standards of people and make
a better place and planet for others (Proctor, 2020). The company provides variety of products
and apparels, such as school wear, corporate wear which are more sustainable and can be used
for longer period of time. The company focus on adopting an transparent and ethical practices
through which they can run their business for longer period of time. Rowlinson Knitwear focus
on maintaining quality of their products and providing products at durable and affordable with
maintaining fair and reasonable prices through which maximum customers can be attracted and
company can meet customer satisfaction.
Evaluation of corporate and business objectives with using marketing theory
Rowlinson aims to create a long term organisational objective through which they can
operate for longer period of time and sustainability can be enhanced (Sood, ed, 2017). The
targets which are set by organisation help business in increasing their share in marketplace
through which maximum profits can be gained, some of the corporate and business objectives
which will set by organisation are as follows:
 To maximise profit through increasing the sale of their products by 20%
 To manufacture products and services by using eco-friendly material in upcoming 1 year
 To encourage staff through which performance can be improved and they can contribute
in constructive decision making
 To focus on providing quality customer services in 2 months through which sales can be
increased monthly by 5%
Evaluation of objectives through STP
The organisational corporate and business objectives are identified through using marting
theory of STP:
 Segmentation- This marketing approach refers to the segmentation or classification of
target market into different categories through which business can easily target their
customers. Some of the factors which are analysed by Rowlinson for segmenting the
market are demographic factors, behavioural and psychographic aspects. These factors
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help organisation in diving their customers under different categories through which they
can meet the requirements of their customers (Srinivasan and Lohith, 2017).
 Targeting- This marketing approach helps an organisation in targeting the customers
who are valuable for the organisation and through which business can met the
requirements of their customers and their target market. Rowlinson target the customer
through analysing their segmented category and focus on providing offers and quality
products to them.
 Positioning- This marketing strategy states that the products which are introduced by
organisation must be provided to their targeted market and their potential customers
through which they can meet customer requirements (Thrassou, Vrontis and Bresciani,
2018). Rowlinson Knitwear analyse the segmented and targeted market through which
they deliver products to right place at right time which will help them to attract more
customers and also help them in utilizing their resources.
CONCLUSION
This report concludes about the importance of strategic marketing planning in an
organisation and how strategies plays vital role in organisation business and help organisation in
achieving its goals and objectives. This report concludes about importance of corporate strategy
in an organisation and how corporate strategy help organisation in adding value to its business.
This report concludes about Rowlinson knitwear and help in concluding about importance of
corporate and business strategy in organisation to achieve desired goals and objectives.
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REFERENCES
Books and journals
Adhikari, A., 2018. Strategic marketing issues in emerging markets. Springer Science+ Business
Media, LLC.
Aliarabi, L. and Kazemi, S. A., 2020. The Interplay of Strategic and Green Marketing
Orientation on Competitive Advantage. Jounal of Marketing Management. 15(47).
pp.87-102.
Babkin Alexander, V. and Baikov Evgeny, A., 2017. Strategic planning for enterpises entering
foreign markets enterprises in a new economic reality. St. Petersburg State
Polytechnical University Journal. Economics. 66(4). pp.19-30.
Beirman, D., 2020. Restoring tourism destinations in crisis: A strategic marketing approach.
Routledge.
Galli, B.J and et.al., 2021. A Critical Literature Analysis of the Relationships of Marketing and
Strategic Planning Under Project Environments. International Journal of Service
Science, Management, Engineering, and Technology (IJSSMET). 12(2). pp.1-24.
Proctor, T., 2020. Absolute Essentials of Strategic Marketing: A Research Overview.
Sood, T. ed., 2017. Strategic marketing management and tactics in the service industry. IGI
Global.
Srinivasan, R. and Lohith, C. P., 2017. MSMEs-Strategic Marketing. In Strategic Marketing and
Innovation for Indian MSMEs (pp. 19-23). Springer, Singapore.
Thrassou, A., Vrontis, D. and Bresciani, S., 2018. The agile innovation pendulum: family
business innovation and the human, social, and marketing capitals. International Studies
of Management & Organization. 48(1). pp.88-104.
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