Strategic Marketing Report: New Product and Market Entry Analysis

This report, prepared for Ashanti Marketing Solutions (AMS) Limited, a company seeking international expansion, provides a strategic marketing analysis. It recommends web design services for the German market, supported by a PESTLE analysis to identify opportunities and threats. The report then critically assesses various market-entry modes, recommending joint ventures as the most suitable approach. Furthermore, it applies market segmentation and targeting concepts, focusing on professional and small & medium firms. The report concludes by applying Porter's Five Forces, offering a comprehensive strategy for Ashanti Solutions to successfully enter and compete in the German market. The report emphasizes the importance of understanding market dynamics, competition, and customer needs to achieve sustainable growth.

Strategic marketing

Table of Contents
Executive summary:.........................................................................................................................1
Introduction:.....................................................................................................................................1
LO1:.................................................................................................................................................1
P1: Recommend the new product and services and country to enter and prove the macro-
environment analysis explaining the possible opportunities and threads present in the
organisation............................................................................................................................1
Lo 2:.................................................................................................................................................3
P2: Explain the market –entry modes for the organisation ..................................................3
LO3:.................................................................................................................................................5
P3:Apply the concepts of market segmentation and targeting in the target market places...5
LO4:.................................................................................................................................................6
P4: Apply the porter five forces strategies:...........................................................................6
Conclusion:......................................................................................................................................7
References:.......................................................................................................................................7

Executive summary:
The strategies marketing is essential part of any successful organisation as it helps in
identifying the target market for its goods and services and make effective strategies which
provide the grow their business at the international levels. Under this report, it includes the
aspects of the marketing strategies for the Ashanti solution company, having the headquarter in
the UK market and offering the services such as promotions, advertising and various another
marketing the schemes. Further this report will show the marketing strategy for the new product
entering into new market and including the different aspect of the strategies, competition, risk
and benefits involved in such kinds of strategies. The aim is to produces the plan which
company can use to make the decision about the aspects of the market segmentation, targeting
strategy and positioning and porters five forces in the competitive advantages. (Adhikari,. and
Roy,2017. )
Introduction:
The strategic marketing is helps the organisation to achieves their goals and objectives in the
most effective manners by forming the effectives plans to introduces the new product and
services in the target market places. This report is based on the Ashanti marketing solutions
limited which focus on placing the new product and services in the new market with the help
strategic marketing tools. In the another words, it can be stated that strategic management is
used as planning tools and utilising the operational functions of the company in the competitive
market. Further their will discussion on generating the new ideas to introduces the product in the
new market , using the PESTLE analysis and market segmentations.( Aghazadeh, 2015)
LO1:
P1: Recommend the new product and services and country to enter and prove the macro-
environment analysis explaining the possible opportunities and threads present in the
organisation.
The manager and leader of the Ashanti marketing solutions company tries to expand
their business at the international levels by entering with the new goods and services in the
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existing as well as in the new country which will helps them to enhance the market share in the
market places.
New product for the organisation :
The Ashanti marketing solution provides the services such as advertising, promotions and
PR and various another services so the company come up with the Web Design services as the
part of the company services in the market places. Web design includes the production and
maintenances of the websites and involves the development of the websites, branding, content ,
proprietary software and visuals interface design which new services will helps the Ashanti
solution to expand and grow their business at the next levels and attract more customer and
increase the profits in the long run. (Ahmadi and O'Cass, , 2016)
New country to enter by the Ashanti solution:
The Ashanti marketing solution operates in the United Kingdom market so the next
possible market can be Germany for the organisation to enter with the new services . the market
and working condition of the Germany is highly developed market , it has largest national
economy in the European and 4th largest by the nominal GDP at the global level which can be
good opportunity for the Ashanti solution to expand their operational activities.
Germany market with this product can be useful as there are few competitors in the market
places which lead to have increase in the market share and grow their business at next level.
Macro-environment are the factors which are present in the external environment of the
organisation and which affects the performances of the company at the work and market place.
PESTLE analysis helps to study the external factors and make the best use of resources . with the
references of the Ashanti solution, the PESTLE as a marketing principle to analysis the market
before entering into it and new services. (Banerjee, 2017)
Political : under this factors, the government trends to influences various factors such
as tax policies, fiscal policy, trade tariff and various another factors, the company focus on
entering into Germany market so first they need to examine the policies of the Germany market,
tax on services as if tax rate increases in the Germany market then company has to face the
threads in future.
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Economic: it includes the interest rates, inflation rates and foreign exchange rates and
etc, Economy of Germany has been the fastest growing in the Europe with the strong GDP in
the world, this will help the Ashanti solution increase the market share as they are huge demand
for the services. Burford. and Chan, 2017)
Social: under this factor, it the includes the cultural trends in the market, demographics,
and various factors, the Ashanti solution examine the size of the population of the Germany
market which helps to divide the target segment so that they can enter in the market
Technology: this factors affects the operations of company in the innovative and
creative manners. the organisation can make use of advances technology which helps them to
enhance their productivity at the market.
Legal: it includes the certain laws that affects the organisation environment and operational
activities in the target market. For example, consumer laws, safety standards and labour laws.
Environmental: it includes the climates in which organisation performances its task ,
geographical location, global changes in the climate and the Ashanti solution needs to find out
the environment to identify the areas level of the pollution and ecofriendlty.
Threats that Ashanti company faces:
The Ashanti solution can face the threats such as market risk such as cost fluctuation,
competition in the market, change in the customer preferences, raw material and operational
maintenances. They also faces problems in failure in the designs, financing sources and
planning(. Chernev, 2018. )
Lo 2:
P2: Explain the market –entry modes for the organisation .
The organisation are looking for the different modes which helps them to expand their business
at next levels. To enter in the Germany market , Ashanti solution needs to examine various
modes and chosen the most effective way to enter into competitive market place. the market can
affects the organisation in many various so it is important for the company to collect data such as
market size, and growth, levels of the competitive intensity, risk involved and distribution
channels. Some of the modes are discussion as below:
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Strategic alliances: under this mode, the two parties agree to set the objective of the business
working together but remain individual entity. This type of situation is suitable for the most who
are looking for the working in the alliances with the another company in different projects. In
the context of the Ashanti solution , the company can work with the another agencies in the same
industry in the German market(. Chhabra, 2015)
Mergers and Acquisition: under this type of mode , company uses this methods as tool to own
the ownerships of company and joining to the another business, if the company decide to take
over the another business operational then it is called as mergers whereas if they decide to
acquire the other business then it is called a acquisition. Which mode helps the organisation to
enhance the market share and decreases the cost. There are two type of mergers one id know as
vertical integration and second one as horizontal integration, under the horizontal mode, the
business which are at same stage of production merge with each other. Horizontal growth is the
enhance the organisation activities into new geographic regions and by introducing the new
services to existing current market. In the context of the Ashanti solution, they can identify the
another marketing company in the Germany market and offers to merge with them or form
acquisitions. Vertical integration is merging to two entity with different level of production.
Joint ventures: under this mode, the organisation tries to make alliances with the another
company in the form of management contract, franchising, licensing and sub-contracting
agreements depending upon the size and market size of the respective company.( DeTienne,
and DeTienne, 2017)
Foreign direct investment: here, the investment took place by controlling the ownership of
business in one county with the another county company. With the references of the Ashanti
solution ,organisation can enter the German market as they can take control of the market by
launching the new services in the target market places. It can also make use of viable resources
to increase the market share in the global levels.
As per above discussion, it is suggested to the Ashanti marketing company to go with the mode
which reduces the cost and risk associated with new market that is joint ventures. It can be done
in the form of franchising, licensing and subcontracting agreement. This mode will helps the
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organisation to enter into Germany market, and gain the market share and build their brand
image in the market places. (Hunt 2017)
LO3:
P3:Apply the concepts of market segmentation and targeting in the target market places.
The market segmentation is a customer are subdivided into small segments , so that company
can produce goods and service according to different segments needs and wants. This can
increase the profits of business and raise in the profit margin and build the sales. With the
careful segmentation and targeting, business can achieve their competitive production and
marketing costs. There are four market segmentation such as demographic, geographic,
behavioural, physiographic.
Demographic segmentation: it refers to customer income, their earning, classification of the
population and various another factors. If Ashanti company uses this approach then they will be
able to see the customer income and their preferences so that they can target the correct
audiences.( McDonald, 2015)
Geographical segmentation: here customer are divided upon different areas and regions like
as rural, local, national areas. The Ashanti solution can chose their customer from different
location.
Behavioural segmentation: it shows how customer responds to change in prices, offers,
promotion decision making which helps the Ashanti company to identify its target customer.
Physiographic segmentation: it includes the customer attitudes, opinions, interest and
perception of the product. The organisation can provide the services according to the desire of its
customer. (Meidan, and Chan 2015)
The next stage after segmentation , targeting strategy come in making the effective marketing
strategies for the Ashanti organisation so that goals and objectives can be achieved . target a
market includes segmentation and targeting and positioning the product and services in the target
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markets places. The web design services entering the Germany Market, the customer can be
professional and small &medium firms willing to provide the designing websites .
Positioning: under this stage, the target customer and market are identified , who are current
competitors present in the market are examined. The main focus of positioning is to find out the
competition and understand the market well so that Ashanti company can places their services at
the right market at right time., the marketing mix of the Ashanti organisation is as follows:
Product: the organisation focus is on launching the web design services in the German market.
Price: the price of the services will meet the current market prices of the German market and
offers various deals like discount
Place: the company place it services at the most attracted market in the German and online
websites.
Promotion: the organisation uses different promotional services such as advertisement,
newspaper, radio and various another modes.
Hence, the Ashanti company can position its new services in the German market by targeting
the few good segments such as SME companies and uses effective promotional tools to aware
the customer about the services offered in the market place
LO4:
P4: Apply the porter five forces strategies:
According to the Michel porter fives forces model , the organisation know about the
competition present in their industry and helps in identifying the strength and limitation of the
organisation. their are five force which helps in understanding the competition in the work
environment. The porters five forces helps in understanding the market and various another
factors that can affects the performances of the organisation in the international levels. There
are bagging power of supplier as well as of the buyers which affects the outcomes of the
organisation at the target markets and in making effective strategies for the growth of the
organisation in the market.
Competition rivalry: under this condition, the numbers of the competitors present in the same
industry can be threat for the organisation to enter in the market. With the references of the
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Ashanti company, the another organisation which operates in the same industry in the German
market create threats for the Ashanti to enter in the market which make the company less
powerful if there are more of similarly organisation in the market places. If there are less
competition in the market then company have more power to sell and make profits in such
market. (Moutinho, and Vargas-Sanchez, 2018)
Threat of new entrants: under this stage, the organisation can get the threats if more
companies are entering into the target market. In the context of the Ashanti solution, the
company tries to enter the German market, then competitors of thinks that new enter is a threads
to them and reduces their share in the target market.
Power of suppliers: here, the suppliers of the goods and services increases the prices of its
product when competition in market is high and companies are competing each other . the fewer
numbers of supplier which enhance the prices of services’ which are offered by the organisation.
Power of customer: here, there are large numbers of customer and less number of companies, so
if organisation increases their prices of its product then customer switch to another company
product and services. buyer can switch to another companies product and services if prices are
low as compared to another supplier in the target market places.
Threat of substitutes: here in the market, there are substitutes goods available in the market ,
if company raise the prices of services then customer purchases the another goods which can
satisfies the needs and wants of the customer. There are many substitute good in comparison of
company commodities so customer can purchase substitutes good if the prices of the main goods
increases in the market places. (Zghidi, and Zaiem, 2017)
In the context of the Ashanti solution, focus is on entering into German market as threat of new
entrant for the organisation already existing in the market, where the power of the suppliers
increases in the market which will lead to high cost, existing cost, and slow market growth and
increase the level of rivalry in the market places.
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Conclusion:
According to the above the discussion, it can be conducted that marketing strategies are very
important part of the organisation as it helps in making its effective strategies so that they can
launch the new product and services in the new market place and earn the profits in present as
well as in the long run. Further there was examination of macro-environment factors that affects
the business to expand their operational activities at the international levels and how to segment
the market and target their audiences so that market share can be enhances.
References:
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(Adhikari,. and Roy,2017.
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