Strategic Marketing Report: Corporate, Business, and Functional Levels

This report provides an analysis of strategic marketing, focusing on corporate decisions, their influence at business unit and functional levels, and competitive positioning. The report begins with an introduction to strategic marketing, emphasizing differentiation and value creation. Task 2, covered in a brochure, is mentioned, and Task 3 delves into justifying corporate-level decisions, including adword campaigns, email marketing, and direct mail advertising. The report assesses how these decisions impact marketing at both business unit and functional levels, highlighting the advantages and disadvantages of each approach. It also evaluates approaches to competitive positioning, emphasizing the importance of competitive analysis. The conclusion summarizes the significance of marketing in achieving organizational success and maintaining a competitive edge. References to relevant books and journals are provided.

STRATEGIC
MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 2............................................................................................................................................3
Covered in Brochure....................................................................................................................3
TASK 3............................................................................................................................................3
Justify decisions and choices to be made at corporate level........................................................3
Assess how these decisions influence marketing at business unit and functional level..............4
Evaluate approaches to competitive positioning of business......................................................4
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................4

INTRODUCTION
Strategic marketing is a method by which companies differentiate them from their Rivals or
competitors by focusing on their strengths in order to offer better services and values to their
customers. This report is going to the various approaches of both internal and external
environment and also determines how these integrated to devise the strategic alternatives.
TASK 2
Covered in Brochure
TASK 3
Justify decisions and choices to be made at corporate level
In this context the three permanent decisions which are taken by company are explode as
under to make more informed decision for the marketing plan.
Adword campaigns: This decision of company is concerned with the pay per click marketing
strategy which considers the advertisement regarding the specific searches which is made by
company. It is considered as a significant tool in order to engage within the prominent strategy.
 Pros: This decision is customizable as in this company choose the target market and
develop their keywords regarding the advertisement which is associated for attracting
more and more customers(Moutinho and Vargas-Sanchez, 2018). In relation with this
company to specific advertisement extensions to represent exactly what they want
considering the images of product and links.
 Cons: It is considered as the costly marketing strategy or decision as in this company has
to pay for each and every click. In addition to this competition is intense and it leads to
increase the cost per click up which is not possible in small budget.
Email marketing: It is a technique which is used in order to reach out to prominent
customers that have information about the company. It depends on the upcoming sales coupon
and enhancing services which is meant for the personal involvement (Hollebeek, Conduit and
Brodie, 2016).
 Pros: It can make the customers feel that they are personally invested in the business
which is the fantastic tool to develop prominent relations.

 Cons: It does not always leads to increase traffic as most of the people do not click on the
link of the landing page and leads to you ignore the email even without opening it.
Direct mail advertising: It is a traditional form of marketing which is still used in present
Times as its ways are printed advertising made through Postal Services to the potential
subscribers.
 Pros: These emails are limited to use at the particular time like in occasions and shopping
season. Cons: It becomes costly when and the information is separates by the direct mail to the
other marketing strategies which leads to develop the cost of designing printing and
postage of mailing that can become expensive for the company.
Assess how these decisions influence marketing at business unit and functional level
The above discussed decisions A positively impact the marketing at the business and
functional unit as because of these company can gain lot of information about the customers and
leads to attract New Market area towards their product (Hollensen, 2019). From the above
marketing decisions email marketing for the business as it is beneficial at both the business and
functional level because in Modern Times most of the customers are active social media that
leads to attract them towards the product.
Evaluate approaches to competitive positioning of business
In order to achieve the competitive position within the market need to conduct competitive
analysis which is useful in analyzing the strengths weaknesses opportunities and threats for the
company regarding its new product. In relation with company need to conduct both internal and
external analysis as by which company can analyze the current market trends and perspective of
their potential customers (Tomczak, Reinecke and Kuss, 2017). Therefore these are the factors
by which organization can achieve competitive positioning in the dynamic business environment.
CONCLUSION
Therefore, it is concluded that marketing plays a significant role in bid to attain success and
growth for organisation and also enhance their sales and productivity. Moreover, marketing
department is also essential in order to achieve competitive edge in the frequent changing
business environment.

REFERENCES
Books and Journals
Hollebeek, L.D., Conduit, J. and Brodie, R.J., 2016. Strategic drivers, anticipated and
unanticipated outcomes of customer engagement.
Hollensen, S., 2019. Marketing management: A relationship approach. Pearson Education.
Moutinho, L. and Vargas-Sanchez, A. eds., 2018. Strategic Management in Tourism, CABI
Tourism Texts. Cabi.
Tomczak, T., Reinecke, S. and Kuss, A., 2017. Strategic marketing: market-oriented corporate
and business unit planning. Springer.