Strategic Marketing Management: Kazkommertsbank Case Study Analysis

This report provides a comprehensive analysis of strategic marketing management, focusing on the case of Kazkommertsbank. It begins with an executive summary, table of contents, and an introduction highlighting the significance of strategic marketing. The report then offers an overview of Kazkommertsbank, its nature, and the purpose of strategic marketing within the company. It explores various marketing concepts, the processes involved in strategic marketing, and the development of SMART marketing objectives. The analysis includes PEST and Porter's Five Forces analyses, product life cycle, and Ansoff matrix, followed by an examination of the external and competitive environment, including competition, customer service, and supply-demand dynamics. An internal and stakeholder environment evaluation includes a SWOT analysis. The report also covers the development and evaluation of strategic options, Porter's generic strategies, market segmentation, targeting, brand positioning, and the marketing mix (7Ps). It further establishes the linkage between the product life cycle and the marketing mix, identifies critical success factors for implementing marketing strategies, and discusses resource organization and the monitoring of marketing strategy effectiveness. The report concludes with a summary of key findings and references.

Running head: STRATEGIC MARKETING MANAGEMENT
Strategic marketing management
Name of the student
Name of the university
Author note

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Executive Summary
The report throws light in understanding the importance of the strategic marketing approach
of organization Kazkommertsbank positively. With the assistance of external and internal
environment analysis, the strengths, opportunities as well as threats can be analysed that
helped in understanding the growth of the company in a successful manner. The marketing
mix along with the segmentation, targeting and positioning have been helpful for improving
the growth and effectiveness of company in an effective manner.

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Table of Contents
Introduction................................................................................................................................2
Overview of Kazkommertsbank............................................................................................2
Nature and purpose of strategic marketing in company.............................................................2
Analysis and application of different marketing concepts.........................................................3
Process involved in strategic marketing.....................................................................................3
Development of smart marketing objectives..............................................................................4
Pest analysis...........................................................................................................................4
Porter’s five forces analysis...................................................................................................6
Product life cycle....................................................................................................................7
Ansoff matrix.........................................................................................................................7
Analysis of external and competitive environment (competition, new constraints, importance
of customer service)...................................................................................................................8
Level of competition..............................................................................................................8
Supply to Demand Environment Shift...................................................................................8
Importance of customer service.............................................................................................9
Evaluation of internal and stakeholder environment.................................................................9
SWOT Analysis.....................................................................................................................9
Role of Stakeholders............................................................................................................10
Development of Various Options Available............................................................................10
Evaluation of various options available within constraints......................................................11
Porter’s Generic Strategies...................................................................................................11

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Selection of competitive strategic marketing strategies...........................................................11
Development of market segments, targeting and brand positioning........................................11
Significance of integrated marketing communication mix......................................................12
Marketing mix (7ps).................................................................................................................13
Establishment of linkage between product life cycle and dynamics of marketing mix...........14
Critical analysis factors of impacting successful implementation of marketing strategies.....14
Organising for resources during implementations...................................................................14
Monitoring the effectiveness of marketing strategies and qualifications.................................15
Conclusion................................................................................................................................15
References................................................................................................................................16

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Introduction
The report helps in analysing the significance of strategic marketing in the
organization that can prove to be helpful for managing various kinds of instances in an
appropriate manner. The main aim and purpose of the assignment is to analyse different
processes which are included in the strategic marketing for understanding the position of the
company in the competitive market. Through the help of the external along with the internal
environment analysis, the performance and the environment in which the organization is
operating can be identified. In addition, there will be critical assessment of segmentation,
targeting along with positioning from organizational context to understand the position of the
company in the environment. Lastly, marketing mix and the branding are required to be
demonstrated which will be strengthening the products and services delivered by the
company.
Overview of Kazkommertsbank
Kazkommertsbank is one of the largest providers of the banking services along with
the different other financial products to the different small along with medium sized
companies in the different sectors in the economy of Kazakh. The company was founded in
the year 1990 and it belongs to the finance and insurance industry wherein it is considered to
be the commercial banking business that primarily consists of the corporate banking, personal
banking along with debit or credit card services (Kazkommertsbank.com 2019). There has
been increase in revenue of the company in last few years which is around 19,023 million kzt
till the year 2018 and it proves that the company is performing well and it will be suitable for
the growth of the company.

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Nature and purpose of strategic marketing in company
As commented by West, Ford and Ibrahim (2015), the marketing strategy helps in
providing the organizations an edge over the other competitors which are present in the
competitive environment. The strategy is helpful in developing different goods as well as
services for making optimum utilisation of the different resources as to provide the sales
message to the target audiences present in the market. Strategic marketing is helpful for
identification of strengths of the company that assists them in differentiating their products
and services from competitors (Vellas 2016). There is strong interrelationship between
strategic marketing and business company named Kazkommertsbank as through the internal
and external analysis of environment, it has allowed the financial services provider company
to differentiate themselves from other companies.
Analysis and application of different marketing concepts
The mission of Kazkommertsbank is to provide the different financial services to the
customers at an international standard along with provide local financial kind of expertise to
the different foreign partners. The company wants to enhance wealth as well as fulfillment of
the life of the different customers (Tomczak, Reinecke and Kuss 2017).
On the other hand, vision of Kazkommertsbank is to become a respected as well as
reputed financial service provider company in the entire world and spread their presence
effectively.
the ethical values which are followed by Kazkommertsbank includes helping the
individuals to follow forward thinking along with innovative approach which will be
adhering to the principles of the good banking in a successful manner (Spanjol et al. 2015).
The different corporate social responsibility practices which are included by
Kazkommertsbank is their commitment to the financial education of the students along with

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equipping themselves with the technologies which are environment friendly (Sams et al.
2016).
Process involved in strategic marketing
In the strategic type of marketing aspects, there are five steps which are required to be
followed which include the identifying objectives along with determining the mission and
vision of the company. There will be external and internal business environment analysis
which will be successful in devising strategy that will be effective in improving the business
operations. Lastly, there will be implementation of strategy for putting the plan into action is
necessary that will be enhancing the efficiency in an appropriate manner (Rudd, Jaakkolaand
Marshall 2016). The strategy of marketing will be allowing the company for concentrating
the limited resources in the greater opportunities that will be effective in improving the
business operations. In case of Kazkommertsbank, strategic marketing will be helpful in
supporting next and other departments which will be efficient in managing operations.
Development of smart marketing objectives
The external environment and the situation analysis are required to be analyzed as it
will be helpful for making the organization understand under which kind of environment,
they are operating their business. In this section, the pest, porter’s five forces analysis,
product life cycle and the Ansoff matrix will be analyzed to understand the situation of the
environment wherein it is performing their business.
 To maximise the return on capital for spreading their presence in an efficient manner
 To create strong customer relationship that is given due to importance (Postand
Leavell 2019)
 To work for the upliftment of the women class of Kazakhstan

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Pest analysis
Political There is high level of political stability
which will be playing a vital role in survival
of the Kazkommertsbank in the respective
country
However, the high level of taxation would
demotivate the companies like
kazkommertsbank from maximising their
profits (Miles et al. 2015)
Economic The GDP of the country is high and it is one
of the major advantages for
kazkommertsbank to gain competitive
advantage in the market (McDONALD
2016)
However, there is high level of
unemployment in country, therefore, the
demand for the job is less than supply and
due to the same, the people are willing to
work for lower wage

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Social There are few differences in the educational
background among marketers as well as
target market and due to the same, the
kazkommertsbank needs to be careful
regarding not losing their target market’s
attention (Magalhãesand Pereira 2019)
Technological There is advancement of technology in the
different sectors such as in banking sector as
well. However, kazkommertsbank does not
apply such technological innovation which
can be of great disadvantage for the
company
Porter’s five forces analysis
Competitive rivalry It is high in nature as banking industry has
become competitive as the respective
financial services industry has been in the
society for centuries. There are different
other competitors such as commonwealth
bank in Australia, which impacts the
effectiveness of the company negatively
(Liebl 2015)
Threat of new entrants It is low as there are high level of entry
barriers for the new companies and it is not

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at all easy in establishing private banks in
limiting presence of foreign banks in the
respective country (Hollebeek, Conduitand
Brodie 2016)
Bargaining power of suppliers It is low as the suppliers who are in large
numbers make the switching cost of
kazkommertsbank is low and these cannot
influence the company as well.
Bargaining power of buyers It is high as there are different kinds of
banking institutions which are present in the
country which can be providing different
options to the customers and it can be
creating high level of ineffectiveness in the
banking industry (Felix, Rauschnabel and
Hinsch 2017)
Threat of substitutes It is medium in nature as there are different
banking institutions beside the financial
services company which can be impacting
the performance of the company negatively
to a certain extent (Hajli 2015)

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Product life cycle
In the case of product life cycle, the Kazkommertsbank is in the growth stage wherein
there can be different kinds of new products which can be introduced which can be satisfying
the entire market. Through introduction of different debit or credit cards, the distribution and
sales will be increasing and so does the competition. The profits increase while
manufacturing and the entire promotion costs gain economies of scale. It will be capable of
gaining high level of acceptance among the different customers (David, David and David
2017).
Ansoff’s matrix
Based on the analysis of Ansoff’s matrix, the Kazkommertsbank’s main intensive
strategy which is followed is market penetration. The growth strategy mainly aims in selling
different kinds of financial services to the current markets of the company. In addition, the
respective company mainly relies on the market penetration than diversifying the different
product portfolio outside the financial service industry (David and David 2017). For instance-
the cost leadership strategy helps in ensuring the competitive kind of advantage as well as
attractiveness of the financial services of organization which will be leading to the success of
the company.
Analysis of external and competitive environment (competition, new constraints,
importance of customer service)
Level of competition
Name of competitors Market share and level of Comments

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revenue
Commonwealth bank 2,600.5 crores AUD and
there is more than 45% of
the market share which is
owned by them
From the analysis, it can be
seen that commonwealth
bank has been capable of
improving the market share
and gain competitiveness in
the market as well (Chernev
2018)
Westpac bank 40% of the market share in
the economy and the
revenue 2,200 crores AUD
In case of Westpac bank, the
main aspect which has been
learnt is the fact that the
company is trying hard to
achieve the strong presence
in market and improve their
business operations
Supply to Demand Environment Shift
In the entire banking industry, it can be seen that at Kazakhstan, it can be seen that as
there is high level of gap in the education of the different people, therefore, the demand is
less than the supply in the environment and it can be impacting their effectiveness in a
negative manner. In such scenario, the technological advancement plays a crucial role in
managing the growth prospects of the company in a suitable manner.

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Importance of customer service
In case of Kazkommertsbank, the customer service has been one of the main aspects
which is managed in a suitable manner. As the customer satisfaction is critical element as it
will be helping them in differentiating themselves from the competition and improve the
financial performance of the company. Kazkommertsbank needs to empower the different
employees and educate the customers on the financial literacy which will be beneficial in
improving the effectiveness of the services which are delivered by the banking companies.
Evaluation of internal and stakeholder environment
SWOT Analysis
Strengths
It is one of the largest financial institutions
in the country which makes them effective
in managing their operations successfully
The continually working environment is the
other strength which makes
Kazkommertsbank more efficient in
managing their operations (Chernev 2018)
Weaknesses
There is lack of technological innovation
and advancement which impacts their
efficiency level to a great extent (Chernev
2018)
The geographical diversity is low and it
impacts effectiveness of the company
negatively
There is increase in operating expenses
which impacts the level of efficiency
Opportunities
The expansion in different areas other than
Kazakhstan can be helpful for them in
Threats
Fragile kind of business environment along
with ineffectiveness in relationships with

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improving their level of efficiency to a great
extent
the other countries (Chernev 2018)
Role of Stakeholders
In the approach of stakeholders, it can be seen that stakeholders such as employees,
suppliers along with customers play a crucial role in managing the business operations of the
bank. The customers are the major stakeholders as when they are unhappy, they can file a
complaint and it will be impacting the business operations negatively. There are unions
formed in banks and it is required to be noticed that they are main investors in the company
whose actions determine outcome of the business-related decisions successfully.
Development of Various Options Available
Relationship Marketing is the key element which can be adopted by
Kazkommertsbank as it will be helping them in staying in close contact with the different
customers effectively. The brand of Kazkommertsbank can be creating new features which
will be suitable for meeting the unmet needs and strengthen the relationship successfully. The
defensive strategy can be used by Kazkommertsbank as it assists them in retaining valuable
customers in the market and improve their prospects successfully (Chandra and Sharma
2018). For Kazkommertsbank, the satisfaction of customers is the key element which needs
to be implemented by them which will be affecting their growth prospects successfully.

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Evaluation of various options available within constraints
Porter’s Generic Strategies
Cost leadership strategy is the most prominent tool which can be utilised by
Kazkommertsbank for preserving the market leadership position through the efficient value
chain system. The respective strategy allows Kazkommertsbank in expanding the market
share through targeting middle class that makes largest proportion of the overall customer
market mix. There can be lower charges in the different kinds of interests which will be
efficient in making increase in popularity of the brand (Benyoussef Zghidi and Zaiem 2017).
Differentiation Strategy is the other important tool through which the company can
expand the customer base through emphasizing over the unique feature of the brand. The
extensive kind of experience to the customers is the other aspect which can be effective for
improving their brand image among customers successfully.
Selection of competitive strategic marketing strategies
In case of analysis of competitors, the major weaknesses of the Kazkommertsbank
includes the services as Commonwealth Bank of America does not include the proper
convenience to the customers which impacts the effectiveness of services and it is considered
to be the strength of Kazkommertsbank. The customer satisfaction is considered to be the key
element which is managed by the company for improving the effectiveness of the company in
a suitable manner (Baker and Cronin 2015).
Development of market segments, targeting and brand positioning
Segmentation The Kazkommertsbank has been capable of
segmenting the market with the help of
demographic variables wherein the middle-

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class income group of customers play a vital
role in improving the business operations.
The age groups which are included in the
respective bank includes the people from 26
years to the ones who have retired
(Aghazadeh 2015)
Targeting Middle class customers who do not have the
knowledge on different technological
innovations which can impact the
effectiveness of the firm
Positioning The company or the financial institution has
positioned themselves as the bank which
have been capable of delivering quality
services along with low interest rate that
impacts the effectiveness of the firm in a
positive manner
Analysis and Importance of Branding and Brand Positioning of Kazkommertsbank
Analysis and Nature of Brands and Significance of Branding
The proper branding along with positioning of the products play a vital role in the
market wherein the products are operating is considered to be the most crucial approach
which needs to be undertaken by the company. As commented by (), creating a strong brand
helps the company in standing out of the crowd or the existing kind of competitors which are

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present in the market. Moreover, as opined by (), when the product or the service is different
from competitors, it will be capable of managing the expectations of customers and it will be
effective in gaining competitive advantage.
Discuss of Needs of Integration between Brand Pyramid and Brand Positioning
Under the Kazkommertsbank, there are few banks which are operating their business
and due to the same, it is impacting the brand of Kazkommertsbank in a positive manner. The
brand is considered to be the identity of Kazkommertsbank wherein it provides both tangible
as well as intangible business asset which helps in providing value to the different
shareholders along with distinguishes their brand from others. Kazkommertsbank has been
capable of earning more than 24% of the market share in Kazakhstan which has helped them
in improving their performance in comparison to the other banks. With the help of the
different social media promotions, Kazkommertsbank has been capable of gaining
recognition and becomes known to the different customers.
Figure 1: Brand Pyramid
Source:

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From the figure, it can be noticed that the brand Kazkommertsbank is of high
importance as they are successful in performing the different activities successfully. The
features include the different interest rate and the differentiation is related to the services and
facilities provided to all the customers from various income groups. There are different
functional benefits which is inclusive of tangible products which includes the different kinds
of products such as the credit or debit card facilities available to customers. In addition, the
emotional benefits include the connection with customers that will be efficient in building
brand persona.
Due to the same, branding helped in increasing the awareness, emotional connection
along with increasing the buying intent among the customers. The brand has been positioned
as the high loyalty banking institution which has been capable of improving their
effectiveness in the different services which are delivered by them. Through the brand
positioning map, it will be easier for Kazkommertsbank to gain more customer loyalty and it
increased their effectiveness to a large extent.

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Figure 2: Brand Positioning of Kazkommertsbank
(Source: Created by author)
From the positioning map of Kazkommertsbank, it can be analyzed that the bank has
been successful and capable of providing the customers with the utmost type of proper
services which will be capable of improving their brand name and performance. The level of
loyalty provided by Kazkommertsbank brand is high and it includes the material wealth
which impacts the growth of the company in a strong manner in comparison to the other
competitors.
Importance of Branding for Strengthening Product or Service of Kazkommertsbank
The branding of Kazkommertsbank can be playing a vital role in improving
effectiveness of the services in a proper manner which will be impacting the effectiveness of
the services appropriately. In case of Kazkommertsbank, the market share of 24% in the
economy has helped them in strengthening their brand and it impacted their growth in a
positive manner.
Significance of integrated marketing communication mix
The IMC helps in integrating the different components which are essential for
communication for communicating the similar message to the existing as well as potential
end-users. It is considered to be the effective manner for creating brand awareness among the
different customers at a minimal cost (Baker and Cronin 2015). The integrated marketing
communication can reinforce each other and improve the marketing effectiveness. IMC is
coordination as well as integration of marketing communication tools which maximises
impact on customers and end users at minimum cost.

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Marketing mix (7ps)
Product Transactional banking along with managing
credit and debit cards (Aghazadeh 2015)
Price Competitive Pricing Strategy is followed by
the bank wherein it charges the services
which is similar to the different competitors.
Place The company has their presence in the
respective country and the company is
successful in providing online services such
as mobile banking
Promotion Different campaigns and offers are being
provided by the company for understanding
their position in the market
Physical Evidence Kazkommertsbank has been capable of
using the latest format of technology
wherein proper arrangements for sitting are
done for the convenience of customers
(Aghazadeh 2015)
People There are various benefits offered to the
customers wherein employees have strong
functional skills along with knowledge
which impacts the growth of the company
Process The different processes of the company are

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not automated; however, the company has
been capable of managing them physically
Establishment of linkage between product life cycle and dynamics of marketing mix
It can be seen that the company is in the growth stage and the marketing mix elements
play an interconnected role in managing the efficiency of the services which are delivered by
them. In the current scenario, the customers are not worried about the price, they prefer to
consume the different products which are disposing the products in a successful manner.
Critical analysis factors of impacting successful implementation of marketing strategies
There can be different kinds of factors which can impact the performance of
Kazkommertsbank that includes the following:
Understanding of the target audience can create a negative impact as analysis of the
target audience can impact the performance of the company negatively.
Communicating the value to the customers can create negative impact which can be
creating high level of performance in a negative manner.
Organising for resources during implementations
In case of Kazkommertsbank, there are different resources such as budget,
information technology related services along with staffs which play a vital role in managing
the effectiveness of the company. The right mix of skills and expertise in the implementation
planning is the key element which will be beneficial in improving the effectiveness of the
services successfully. The cash flow along with assessment of the risks play a vital role in
understanding the quality control effectively (Abratt and Bendixen 2015).

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Monitoring the effectiveness of marketing strategies and qualifications
Therefore, from the analysis of the strategic marketing of Kazkommertsbank, it can be
seen that the company needs to implement the differentiation of the product which can be
considered as the competitive advantage in the market (Cwalina, Falkowski and Newman
2015). The other strategy that can be implemented is the market penetration for having the
branches in different developing countries as it will be enhancing the growth prospects of the
company in a successful manner. The performance of the bank in delivering the home loans
or the other areas are not satisfactory, therefore, the company can segment wise performance
analysis which will be efficient in managing operations.
Conclusion
Therefore, it can be concluded that the entire strategic marketing plays a significant
type of role in improving the business-related operations successfully. With the assistance of
external and internal environmental kind of analysis, the various kinds of opportunities and
threats have been identified that assisted in analysing the rate of success of the company and
managing their effectiveness in improving the different kinds of business operations.

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