Strategic Marketing Report: Analysis of Strategies and Decisions

This report delves into the realm of strategic marketing, exploring its pivotal role within organizations and its impact on competitive advantage. It meticulously analyzes the relationship between corporate and marketing strategies, dissecting the process of developing effective marketing strategies, and examining decision-making at the corporate level. The report further assesses how these decisions influence marketing at both business unit and functional levels. It also evaluates approaches to internal and external environmental analysis, highlighting their integration. Finally, the report investigates a range of strategies that contribute to a business's competitive advantage, analyzes marketing communication strategies, and examines how these strategies are applied and implemented, including resource and management implications. This analysis provides a comprehensive understanding of strategic marketing principles and practices, which is crucial for business success.

STRATEGIC
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
ACITIVITY 1..................................................................................................................................1
1.1 Assessment of role of strategic marketing in an organisation..........................................1
1.2 Analysis of relationship between corporate strategy and marketing strategy..................2
1.3 Analysis of how marketing strategy is developed............................................................3
3.1 Analyse decision and choices which are made at corporate level ...................................4
3.2 Assess how these decisions influence marketing at business unit and functional level...5
3.3 Analyse approaches to competitive positioning of organisations....................................5
ACITIVITY 2..................................................................................................................................6
2.1 Evaluation of approaches to internal environmental analysis..........................................6
2.2 Evaluation of approaches to external environmental analysis ........................................7
2.3 Explanation of how internal and external analyses are integrated...................................8
ACTIVITY 3....................................................................................................................................8
4.1 Range of strategies that can contribute to their businesses competitive advantage.........8
4.2 Analysis of marketing communication strategies for the business..................................9
4.3 Marketing strategies and how they can be applied and implemented by organisation,
including resource and management implications...............................................................10
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12

INTRODUCTION
Strategic Marketing is technique used by several organisation in order to separate as well
as differentiate itself from competitors. This is effectively done by capitalising company's
strength in order to provide consistence value for customers than competitors. It is used my
companies to identify customers needs and further aim at creating a marketing plan in order to
achieve customers satisfaction and improve overall performance of a company which tend at
increasing profitability. Moreover, a company usually creates a written marketing plan which
dedicates what type of marketing strategies will be used by a firm under several circumstance.
Through adoption of strategic marketing a business becomes innovative and is able to penetrate
market actively. Moreover, the purpose of this report is to highlight several factors that helps in
creating effective marketing strategy in order to capture reasonable market share. This report will
basically covers the following aspects: role of strategic marketing within an organisation,
relationship between corporate strategy and marketing strategy, analysis of how effective
marketing strategy should be developed. Furthermore, it will also cover decision as well as
choices which are required to be made at corporate level and assess how these decision will
influence marketing as well as functional unit in an organisation. Moreover approaches relating
to internal and external environmental analysis would be also considered. At the end of the report
it will also includes range of strategies which contributes a business environment in order to
effectively carry out company's operation.
ACITIVITY 1
1.1 Assessment of role of strategic marketing in an organisation.
Strategic Marketing is method used by several organisation in order to effectively
compete with the tough business world (Aguinis, Edwards and Bradley, 2017). These strategies
are implemented by almost all companies whether small or big this because through
implementation of these strategies only a firm is able to successfully attain its desired business
objective within a specific period of time. Strategic marketing within an organisation plays a
very important role. This is basically because through strategic marketing an organisation
successfully evaluating the current market environment effectively. It helps in assessing
performance as well as positioning of an organisation within the market. However, it very
important to know what the essential business resources that the required in order to carry
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activities with proper efficiency. Through these actions the company's overall performance
within overall competitive environment it highlighted effectively. Furthermore, through strategic
marketing a firm is clear about marketing objectives which are required to be achieved in the
course of business so that objectives are accomplished within specific time frame and are easily
measurable. Strategic Marketing also helps in creating products as well as services which
provides an organization with high amount of profits. This is basically because strategic
marketing is usually started by SWOT analysis under which a particular company takes several
measures to identify company's internal as well as external strengths, weakness, threats and
opportunity (Ansoff and et.al., 2018). Through this collected information optimal products as
well as services are produces by firms in order to gain high profits. Several department within a
business usually create a strategic plan in order capture new customers as well as retain the lost
customers so that the overall revenue earned tends to increase. Therefore, can be concluded
within a company strategic marketing plays a very curial role because though these strategies
company is successful in capturing wide market share.
1.2 Analysis of relationship between corporate strategy and marketing strategy.
Within a business there are several options available through which objectives and
mission are accomplished. Moreover, for this an effective business strategy is required under
which determination of several aspects is made which includes: product-market scope, functional
area strategies, intensity of business investment and several other factors. Further, when a
company deals with several segments, the strategy usually includes allotment of resources over
different business units. Under business corporate and marketing strategy are two different
plans. In which corporate plan is basically a play book where a business aims at reaching.
Whereas, marketing strategy is a framework which usually attract customers to company's final
products. Both of these strategies are equally important in order to make activities successful.
Corporate and marketing business strategy are discussed below:
 Corporate Strategy: It is basically a planned collection of measures which are to be
achieved in long term by an organisation (Bettis and et.al., 2016). This strategy focuses
on managing resources returns as well as risk involved in business. It a blue print of long
term business perspective which aim at ensuring that an organisation focuses on its core
activities and goals which need to be achieved in future.
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 Marketing Strategy: Moreover, this strategy basically aims at focusing on how to attract
and retain customers. Under this business usually establishes several method in order
attract mitre and more customers towards the respective company so the overall
performance as well as productivity of an organisation tends to increase. Furthermore,
marketing strategy of a company usually contains business's value proposition,
information on final customers as well as several other high level elements. Through
these strategies a marketing plan is prepared which document that primarily lays out
timing and types of marketing activities which an organisation follows in order to
effectively carry put company's business activities.
However, both of these strategy are very essential of business in order to attain and
acquire reasonable market share (Demir, Wennberg and McKelvie, 2017). Therefore,
company's should regularly aim at analysing these business activities in detail so the requirement
improvements within the company is implemented in order achieve business goals.
1.3 Analysis of how marketing strategy is developed.
Marketing Strategy is overall game of business which aims at reaching general public and
convert them into final customers who purchases goods as well as services of respective
company. Moreover, it a formula that highlights how an organisation is going to compete in the
market, what will be the desired goals as well as objectives, what sort of policies might be
implemented and several other factors. Hence, these strategies are basically formulated keeping
in the several aspects of business.
Effective marketing basically starts with the analysis of the market. Moreover, a good
marketing strategy developed helps an organisation in defining vision, goals as well as mission
effectively which outlines steps to be followed in order to achieved goals established by business
(Gallus and Frey, 2016). However, marketing strategy highly affects the way in which the entire
business runs. While developing an appropriate marketing strategy following aspects should be
considered: description of products and services in which business deals, explanation of position
that the product roles in the targetted market, identification of marketing tactics which might be
implemented, furthermore through this proper marketing plan is measured effectively.
Furthermore, development of marketing strategy usually involves separation of potential
market segment, good amount of consumer research, clear set of goals as well as objectives and
implementation of initiatives.
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 Target Market: Target Market is basically a segment which the company aims at
targeting potential customers in order to carry business with efficiency. Basically
customers are usually targetted on the basis of income group, age, geographic area and
several other factors. Moreover, while developing marketing strategy the design adopted
should be effective enough so that it address markets first and foremost.
 Goals: Furthermore, clear and cut goals are very essential under development of
marketing strategy. These goals must always be based on the needs as well as desired of
company's ultimate customers (Ginter, Duncan and Swayne, 2018). Moreover, goals
should be also based on company's previous performance and market prevailing
situations. If marketing strategy fails to reach goals then developed of this strategy
becomes useless.
 Research: Research done should accurate in nature so that the business these steps
according to needs as well as desire of final consumers. Moreover, surveying company's
customer is the best way to develop effective marketing strategy. Through research
elimination of wasted efforts is done and company tends at making profits.
 Evaluation and Adjustment: Development of marketing strategy becomes successful
only after evaluation and adjustments in strategies adopted is made. It is basically a
ongoing process under which required changes are made before finally implementing the
marketing strategy.
3.1 Analyse decision and choices which are made at corporate level
Corporate level strategies basically aims at defining the future of an organisation as a
whole. Moreover, through these activities an organisation successfully achieves long term
business objectives with efficiency.
Corporate level of an organisation usually presents a big picture of a company. Through
these strategies decision by an organisation is taken regarding which product or services shall be
selected to compete in the potential market (Goldfarb and King, 2016). It basically defines the
geographical limit of the business operation where the respective company performs.
Moreover, the corporate level strategy also help an organisation in guiding with attaining
the proper allocation of capital requirements, staffing and several other business resources. After
proper evaluation of market also helps an organisation to decision regarding adding up new
product within the company which further leads to enhance overall productivity. Herein, through
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the guidance of cooperate level strategy only a company is effectively able to decide
competitors.
All business related decision as well as choices are made under corprate level through
goals and objectives are achieved. These decision should taken keeping in minf the business
objectives and avoid mistakes.
3.2 Assess how these decisions influence marketing at business unit and functional level
The decision taken at corporate level within an organisation impacts the marketing as
well functional business units in several ways. Through these decision the overall functioning of
an organisation takes places. Furthermore, at corporate choices as well as decision might be
taken accurately in order to achieved desired business objective with efficiency. Under business
level strategy the focus is on business performance unit. Whereas the corporate strategy focuses
on range of business (Hambrick, 2015). Business units basically focuses on particular industry
or market. Prime responsibility of business unit includes: identification of product or services
opportunities as well as developing strategies in order to make success. Furthermore, several
units are managed in order to fir with corporate level strategies.
Functional level strategies are also impact by decision made at corporate level.
Functional areas basically includes marketing, sales, finance, human resources, research and
development and several other factors. Each of these areas contribute to business as well as
corporate level strategies. However, functional level strategy basically deals with efficient
development of functional areas, integrating activities and many other factors. Moreover, if
decision under corporate level is not accurate then the overall functioning of the respective
organisation tends to impact negativity.
Under a business the decision influences the overall performance of an organisation.
Details of each and ever aspect much be analysed in detail before adopting any of the business
strategy because a wrong strategy can destroy the overall brand image of a company (Hill,
2017). Due which the profitably tends to fall down.
3.3 Analyse approaches to competitive positioning of organisations.
Competitive Positioning basically refers to a method under which company aims at
differentiating their offering as well as creating market value in potential market. It basically
aims at making a competitive landscape business environment. However, there are several
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approaches through which an organisation can successfully position itself into the market place.
One of the most common approach of competitive positioning is explained below:
Porter's Generic Competitive Strategy: This is one of the most common strategy in
order to capture good market share. Under this a firm's relative position is determined in order to
check out profitability of business (Hitt and Duane, 2017). This strategy is implemented in order
attain above average profitably as well as sustainability in long run. There are three variants
under this strategy which are cost leadership, differentiation and focus based.
 Cost Leadership: Under this strategy the firms set out to become low cost vendor. It
sells its product at average prices in order earn profits higher that rivals. The organisation
reduces the overall cost of the products in order to attract new customers towards the
brand. Moreover, the prices under this strategy is very low and competitors are highly
affected.
 Differentiation: under this strategy the firm basically aims the developing new product
in such a way that is differentiated with competitors product and new customers are
attracted towards company's products. This strategy involves several risks.
 Focus: Focus Strategy is basically related to narrow market segment. Firms under this
aims at achieving cost advantage or differentiation. Moreover, a company which uses
focus strategy enjoys high degree of loyalty from customers.
However, there several other approaches though which a company can successfully
position itself into the market.
ACITIVITY 2
2.1 Evaluation of approaches to internal environmental analysis.
There are several internal environment factor which positivity as well as negativity
impact the overall functioning within an organisation (Honggowati and et.al., 2017). Moreover,
there several business approaches that a firm usually adopts in order to effectively understand the
internal condition of business environment so the the company can effectively implement
measures in order to avoid weakness of an organisation. Internal environment basically includes
employees,management as well as corporate culture. Through effective evaluation of internal
approaches a firm is critically able to find out company's strength as well its weakness
furthermore they are able to determine opportunities and avoid threats. Under internal analysis
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the company becomes well aware about what they can do best and their overall capabilities. In
fact competitors by company's are identified. Aim at adopting strategies in order to become
different from competitors. Assessment is made under following aspects which are: demands for
company's products and services, customer's expectation, technology adoption and several other
aspects. Most common approach which an organisation adopts in order to analyse company's
internal approach are: SWOT analysis under favourable as well as unfavourable aspects of
business are covered in order to make improvements (Karadag, 2015). McKinsey is a model
which analyses firm's organisation design by evaluation of its internal elements. These elements
primarily includes: strategy, system, style, staff, structure, skills ans shared values. In order to
effectively align and allow the company to achieve its objectives. Through this strategic analysis
for an organisation is created.
2.2 Evaluation of approaches to external environmental analysis
External Environment also enormously affects the functioning within an organisation.
These factors basically includes all the outside factors that influences functioning of an
organisation. Moreover the external environment consist of micro as well as macro business
environment. Whereas micro environment factors directly impacts the operation of a company
which includes: suppliers, customers, financiers and several others. Micro environment basically
consists of factors on which company do not have control which includes several factors:
economic factors, sociocultural factors, political factors and many more. However, in order to
study the external forces of potential market company make use of several approaches, so that
they are well aware about condition prevailing in the market. Through these approaches each and
every business aspects are made clear and company can take several measures in order to avoid
the business related aspects and implement strategic marketing planning effectively.
The most common approach which marketers use under external environmental analysis
is PESTEL analysis which is enormously helpful in identifying each and business aspects in
detail. Pestel stands for: political, economical, social, technical, environmental and legal factors
for an organisation which impacts the overall functioning. Under political factors basically the
government of the country under which business operation are carry out intervenes in order
implement government related policies. Economical factors basically consists of interest rate,
inflation rates and several other factors that affects the monetary transaction of an organisation.
Social factors basically highlights the lifestyle of people living and their demand. Technical
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factors includes the technology which the respective company follows in order to carry out
business operation with proper efficiency. Moreover, the environmental factors consist of the
weather as well as climatic condition prevailing in the country under which business operation
are carried. And the last factors is the legal factors which consist of laws related to copy right,
patents and several others.
2.3 Explanation of how internal and external analyses are integrated
The internal and external environment are integrated with each others. The impact of one
can affect other in positive or negative way. Internal are within business and controllable
whereas external are outside business and cannot be controllable by users. It is very important for
business to have proper plans, policies, human resources, labour, financial forecast and others for
internal market (Kenworthy and Verbeke, 2015). Similarly, external includes customers, public,
economic, technology, political and others. Where there is change in external factors then it
impact internal and vice-versa. Both are interrelated in order to achieve goal and objectives of
business in effective and efficient manner. For example, if there is requirement of human
resource in business, then organisation has to study about external requirement and hire skilled
and capable staff or employee in order to run business in effective and efficient manner. Both
internal and external analysis study about each other for better outcomes. Therefore, both should
consider each other need and requirement and work in best possible manner so that long term
objectives and benefits can be achieved. In this way, external and internal environment are
interconnected and integrated with each other.
ACTIVITY 3
4.1 Range of strategies that can contribute to their businesses competitive advantage
The new client of Rowlinson Knitwear has decided to work with TMS for developing
marketing strategy. These strategies helps them to gain competitive advantages from market.
Here, competitive advantage is defined as superior performance which is relative to other
competitors in similar industry (Competitive advantage, 2018). The strategies that can contribute
to their businesses competitive advantage are described below:
Product Development Strategy- It is the strategy which can be adopted by TMS where
they can bring new products in existing market. For adopting this strategy they need to analyse
their consumer's requirements so that they can bring product in the market. This type of strategy
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is created for new products and services for targeted consumers in existing market to gain
competitive advantages. The products are of high quality which are required by users. Such type
of products are obtained through research and development, acquiring right products and buying
own brand value badging and others. Though this strategy carry risk as product is new in market
that may be like or unlike by users.
Diversification Strategy- This is the strategy where both product and market are new for
organisation where they want to expand business. This strategy helps to gain competitive
advantages as enterprise has an opportunity to come up with new and innovative product in new
market. It is the risky strategy which requires proper analysis regarding need and demand of
consumers in competitive market (Kliuchnikova and Pobegaylov, 2016). Diversification is
reasonable choice if there is high risk along with high rate of return. The other advantage is
gaining foothold and reducing overall portfolio risk of business. There are two types of
diversification such as related and unrelated from where they can gain competitive advantage.
This strategy can help business and organisation to get advantage by providing new product in
new market for their users which can help them to increase profits and revenues of business.
4.2 Analysis of marketing communication strategies for the business
For conducting activities with TMS by Rownlinson Knitwear they should develop
effective marketing communication strategies for the business in order to gain competitive
advantages. This is defined as strategies which are used by firm or company in order to reach
target market with help of various communication tools. There are various marketing
communication strategies for business which are described below:
Advertising- In this communication strategy, branding is created with help of loyal
customers. This is non personal, persuasive and paid tools for business. With this consumer can
know about upcoming products in market. It is the most easiest and simple tool for
communicating tool in market for business.
Direct Marketing- This is regarded as communication process which helps business to
directly communicate with their target customers through mail, personal visit, telephone and
electronic. This is the direct way to contact with target consumer for providing of goods and
services in effective and efficient manner.
Public Relations- This is defined as management functions that identifies and maintain
relationship among public and organisation upon which failure and success of business depends.
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In this communication strategy, organisation can easily create public relations for their users or
consumers. This can help business to earn maximum gain and profits for better results.
Sales Promotion- This is defined as procedure of persuading potential consumer in order
to buy products. It is mainly designed for short term tactics for boosting sales in order to build
long term consumer loyalty (Meyer, Neck and Meeks, 2017). With this communication strategy,
business can easily achieve and boost their sales in effective and efficient manner.
Personal Selling- It is defined as person to person contact with consumers having
purpose of introducing product to users and convincing them for increasing product value. In this
type of strategy, meeting is conducted face to face and seller is promoting goods through
appearance, attitude and specialist knowledge of products.
Therefore all these above marketing communication strategy are useful for business to
gain competitive advantages. With these tools information can be transferred from one person to
another in effective manner.
4.3 Marketing strategies and how they can be applied and implemented by organisation,
including resource and management implications
Marketing strategy is defined as business overall plan in order to reach people and turn
them into consumers of goods and services. This is forward and long term looking approach to
plan and achieve sustainable competitive advantages. They can be applied and implemented by
organisation through proper planning and analysis of each and every factors so that goal and
objectives can be achieved (Noe and et.al., 2017). There are various aspects which are covered
under marketing strategies such as vision, mission, objectives, financial budget, market analysis
and others. Some of them are described below:
Resource- The resources required for business are categorised into tangible and
intangible such as financial, human resources, physical resources such as proper work space,
information system and others. Also the emotional and educational resources are required for
organisation to carry out performance (5 Resources You Need to Succeed to Start a Business,
2019).
Management Implications- The management has to manage each and every activities
and operations of business in an effective and efficient manner. This can help them to achieve
goal and objectives in proper and systematic manner for better results.
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CONCLUSION
From this report it can be concluded that effectively implementation of strategies within
an organisation is very essential. Because through these strategies adoption only a company can
successfully attain good market share. Moreover strategic marketing is usually essential in order
to handle tough competition which is prevailing in the market. The strategies which are adopted
by a company should different from company's competitors, so that more and more customers
are adopted towards a particular brand. Furthermore, in order to attain effective market share in
the market an organisation makes use of competitive positioning strategy in order to create
position into the potential market. Moreover, strategic marketing planning effectively includes
company's internal as well as external environmental factors.
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