Principles of Marketing: Team17 PLC Strategy Analysis - PPM Module

This report analyzes Team17 PLC's marketing strategies, focusing on their positioning, marketing mix, and the effectiveness of their marketing efforts. It uses Porter's generic strategies to understand the company's competitive advantage through cost leadership, differentiation, and focus strategies. The report evaluates the effectiveness of marketing efforts through various channels like email, content, and social media marketing, using KPIs such as sales revenue, customer lifetime value, and site traffic. The marketing mix elements (product, price, place, promotion) are examined to show how they reinforce the company's positioning in the market. The strategic decision to implement social media marketing is also discussed, highlighting its impact on customer relations and operational management. Desklib offers similar solved assignments and resources for students.

Principles and Practices of
Marketing PPM

TABLE OF CONTENT
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
Analysation of the company positioning.....................................................................................3
Evaluation of effectiveness of its marketing efforts....................................................................5
Explaining Marketing mix in reinforcing positioning ................................................................7
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Marketing is the business way of promoting the sales of products and services which also
includes the market research and advertisement for the organization. The practices of
management are essential towards the management of the planning, organizing and controlling
for the implementation of the strategies and tactics for the designing the creation of satisfaction
of the demand of the product of the firm. In this project the chosen organization is Team17 Plc
which is British video game developer and publisher based in Wakefield. This organization was
created in 1990 with a merger of British publisher 17 Bit Software and Swedish developer
Team7. This business has found success with its game known as Worms, the success of which
has give the business opportunities for developing multiple versions. In this project the position
of the organization with effective cost leadership and differentiation of the organization. This
project will also discuss the marketing mix explaining the P's of for the analysation of their
marketing strategies. This project will be able to analyse the evaluation of the effectiveness of
the marketing efforts of the business. In this project the evidence of the KPI's and social media
analytics for the effectiveness in the marketing strategies will be discussed.
MAIN BODY
Analysation of the company positioning
The positioning of a business in understanding of which the development of a product
and brand image in the customers mind, for the improving the perception about the experiences
which will help in the creation of perception about the experiences which will help in choosing
the products and services. This allows the business in understanding competitiveness of the
products and benefits of seeking the target markets. For understanding company positioning of
Team 17 the business can utilize the Porter generic strategies can be used. This theory explains
that the competitive advantage and sustainability superior performance for the business with the
help different strategies which can help the business in the analysation of the position for the
organization (Bara and et.al., 2021.). The generic strategy consists of the following, strategies
which shows the effectiveness of the business analysation of position.
The cost leadership strategy :
This is that type of strategy which is a way with the help of which the business is able to
gain competitive advantage also in other words it can be said as the development of the edge
which provides a business like Team 17 the opportunities of being competitive in the achieving

the cost leadership strategy. This helps the business in increasing the profits by reduction of
costs. The business model of this organization is of a video game manufacturer thus, the main
income of this business is generated from the sales of units of the game. Thus, the business is
only able to generate more profit only when they will be able to reduce their costs. For increasing
potential strategies of implementation of the organizational polices which will help the
organization in the management of the company. In this cost leadership strategy the business can
access the capital needs of the investment for technology which can bring costs below the
organizational performance. It can also be considered as the most efficient logistics which allows
the business in the development of strategies that can help the business with effectiveness which
can allow the low cost base way of developing sustainability in the cutting the costs below the
competitors (De Vries and Duque, 2018). The low cost is the base for the sustainability of cutting
costs below the other competitors which allows the business in the competitors.
The differentiation strategy :
In this strategy of the differentiation of making the products and services can allow the
business attraction of different types of competitors which can allow the business in spending
extra and exact nature of the industry and products and service of themselves. Typical
involvement feature, functionality and durability towards the development of the brand image of
the customers values. For making the success of differentiation strategy the organization of needs
can provide the business good research, development and innovation which will be an effective
way of innovating the ability achieving exceptional services. This organization which develops
video games have multiple opportunities for the development of an understanding which can
benefit the offer with the differentiation of the kind of game topics (Li, Kim and Choi, 2021). It
is said to be the development of the large organization which helps in pursuing the differentiation
strategy which can provide the business in the product development process for the otherwise
risking the attack on the several fronts which can help the business in competing with focus on
differentiation strategies for the different marketing segments.
The focus strategy :
In this business the focus strategy is towards the concentration of a particular niche
markets which helps in the understanding of the cultural dynamics of the market that is
considered to be unit in its preparation. In this strategy the business focuses on a unique needs of
the customers (Pawaskar and Goel, 2017). This unique needs of the customers can be fulfilled by

the business with the help of the marketing uniquely and specifically for branding the strong but
loyal brand amongst the customers. This as a strategy can be particularly very influential towards
less attractive competitors and is still very essential for deciding the whether the business want to
pursue towards the cost leadership or differentiation once the focus strategy has been selected as
a main approach for focusing on. The focus strategy can be both cost intensive and
differentiation intensive and also the key to the success of generic focus strategy which can
ensure the addition of something extra in the business which will be the result of serving only the
market (Pererva, Nagy and Maslak, 2018). Development of strategy for something extra can be
very influential way of adding the business with reduced costs which can also provide the
knowledge of developing something extra for increasing the differentiation in the business.
Strategic decision with relevant theories
For Team 17 the strategic decision is to implement the social media marketing as their
strategy for improving the marketing operations of the business. Thus, the application of the
social media is done by the organization with the help of influencers and also through their own
page which can create effectiveness in the operations. SDM theory can underpin the SDM which
can somewhat be considered to be eclectic that demand multidisciplinary approach which
suggests that the business is most effective when it is able to generate strong relations with the
customer both directly and indirectly in the organization (Pawaskar and Goel, 2017). This
organization has also been able to provide the business effectiveness in the operational
management of the different strategies which can be implemented in the business of the
effectiveness of the operations.
Evaluation of effectiveness of its marketing efforts
The effectiveness of the marketing efforts for the Team17 plc are said to be the
following,
Definition of the marketing campaign :
The measurement of the effectiveness of the marketing campaign can be done with the
help of understanding the actual plans which is made by the organization during the preparation
of the marketing campaign. The analysation of the marketing efforts can be understood with the
analysation of the results which the business has been able to reach with the marketing practices
which it has been part of in the organization. Thus, it can be considered to be the analysation of
the marketing techniques such as the email marketing, content marketing, social media

marketing and digital advertisement can be very useful for the management of the business
operations which will be very useful for the effectiveness of the business management and its
effectiveness (Ryan and et.al., 2020).
Marketing channels :
With the development of marketing channel for analysation of effectiveness is very easy
and truly defined marketing effectiveness. Certain marketing channels is towards the targeting of
existing customers/ direct customers in which the performance of the business in retaining there
existing customers has been discussed. With the help of directing the traffic to the website of the
organization there methods of search engine optimization also be sued very effectively with the
analysation of the digital advertisement which is very essential and critical for getting the
product in the eyes of the customers (Stoychev, Dimitrova and Desev, 2019).
Email marketing :
This is one of the direct methods which is used for marketing as it utilizes the feature of
emailing for spreading the message of marketing to the business which can be considered to be
the option for the analysation of the different options of the business. The effectiveness of this
strategy can be considered to be very effective as it creates direct relations between the company
and the customers.
Content marketing :
The effective usage of the utilizes content creators for the promotion of the product of
this organization is considered to be a very essential option for the business to make sure that the
business is able to provide effective results as the content on the internet can be used for
influencing the marketing strategy of the organization which will provide the business with
effectiveness in their marketing.
Social media :
Perhaps the most used platform for marketing purpose which helps the business in the
development of their marketing promotions towards the business by providing effective results in
the management of the organization and their development. It can also be considered to be the
strategy which is very essential for the analysation of the strategies which helps them to act
towards the analysation of the organizational management. For a company like Team17 in for
which the main customer segment are the young individuals it becomes essential for the business

to utilize social media for getting connected with the customers that are can provide the business
(Stubb, Nyström and Colliander, 2019) .
The measurement of the effectiveness of the strategies can be used be done with the help
of KPI methods which will include the following,
Sales Revenue :
The total sales revenue which will be developed by the business will help in the
analysation of the sales revenue and also the management of the organization which will provide
increase in the business profit.
Cost associated per acquisition :
The cost which the business needs to create can be very effective for the analysation of
the cost of the organization. The cost of the business results in efficiency in the business.
Customer lifetime value :
The customers lifetime value can allow the business in the management of the
relationship of the business in the management of the business (Woodham, 2018).
Online marketing ROI :
Utilization of the return on the investments made n the marketing department can be said
to be very handy which allows the organization in the development of the strategies which can
provide the business the efficiency in the business.
Site Traffic :
With the analysation of the total traffic which is present on the website of the
organization company the company can understand the numbers of customers are visiting the
website of the organization.
Conversion rates :
The main way in which the business can analyse the effectiveness is when they will able
to understand the effectiveness of the sales team of the organization.
Explaining Marketing mix in reinforcing positioning
Marketing mix is one of the crucial technique that helps to gain knowledge regarding
essential principles which aid in formulating appropriate strategy. In addition to this, the
specified organization can sue this technique to gain appropriate insights regarding product,
price, place and promotion. In the current era, competition has increased that require firm to pay
attention on developing significant strategies so that higher profitability and sustainability can be

derived (Pistol and Tonis, 2017). Team 17 group plc as being part of video game developer
industry that require building appropriate plan for attracting larger number of customers can
become possible. This particular strategy of marketing aids company to have depth insights
regarding pricing strategy, product differentiation, promotion practices, employee
competitiveness, etc. so that reducing irrelevant components to focus crucial segments in turn
desirable position in game developing sector can be derived through reinforcing positioning.
Product
There are various type of video games products are offered by company for its targeted
audience. In addition to this, company highly pay attention on offering such video games that
can accomplish requirements of targeted audience. There are variety of video games contract
developed by firm includes alien breed, project X, horror continues, super frog, body blows,
lemmings, arcade pool, Worms 3D, etc. these are contracts developed by company for gaining
higher profitability and sustainability. Its first racing game has helped it to attract larger number
of clients for having maximum ability to sustain in sector. It is one of the specialized
organization in game development industry. To provide higher level of satisfaction and
retaining them company majorly focuses on having innovative practices by implementing
diffusion theory that comprises knowledge, persuasion, decision, implementation and
confirmation. It aids in having proper knowledge regarding offering products, its related
persuasion, proper decision-making that executing such plan into market will be beneficial for
the company in both monetary and non financial aspects. These all contributes in gaining
differential characteristics in turn attaining business objective of providing effective products to
customers becomes possible.
Price
Setting appropriate pricing strategy becomes essential for the specified enterprise to
gain proper ability to attract greater number of customers. In addition to this, it can be identified
that there are variety of strategies that can be utilized by particular organization to focus on
having significant amount of profitability. It includes skimming, penetration, economic, etc.
type of strategy that hep users to have sufficient understanding about offered products value.
Targeted audience of specific company can be recognized on the basis of demographic and
behavioural basis. On the basis of this pay attention on focusing on those age group that has
interest in playing such kind of video games. Economic and skimming are two method of price

fixing is adopted by particular organization for having greater amount of profitability. The
specified company majorly concentrate on gaining significant level of profit margin through
offering such innovative ideas of games like escapists 2, overcooked 2, survivalists, etc. the
mentioned type of pricing strategy helps in achieving capabilities to lead in game developed
industry.
Place
It is concerned with the place which are covered by firm for meeting its objective of gaining
higher conversion rate. There are number of areas which are covered by specific company to
meet objectives of covering larger number of clients so that desire level of revenue can be
gained to have proper sustainability in specific industry. Team 17 Group Plc provides these
games products to various region by utilizing digitalization. It is available on various popular
business based platform, different e-commerce platform, various subsidiaries are well delivered
these mentioned products to clients so that higher possibilities to derive stability through
properly meeting market forces. It generates greater amount of profitability through covering
various location across globe.
Promotion
To become successful in particular industry it becomes essential for the organization to
pay attention on getting proper marketing strategy so that relevant, reliable, etc kind of
information can be provided to targeted audience. In the game developing industry, there is
higher level of competition which can be overcome by having appropriate marketing and
promotion strategy. Having significant approach for communicating with client becomes for
overcoming competition. Team 17 Group Plc is one of the award-winning company that has
major significance in specific sector. To communicate information regarding new launching,
adding of additional information, etc. can be shared with help of emerging on social media,
televisions, print media, etc. so that maximum benefit can be obtained.
Physical evidence
It is an additional part of the marketing mix that is concerned with physical evidence
that is basically used by company interacting with customers (Kusumawati and et.al., 2021). It
provides assistance in focusing on tangible cues of the quality of experience that company is
offering (Saidani and Sudiarditha, 2019). It aids in providing information regarding all
components, documents, etc that are offered by firm to clients so that better trustworthiness

among customer can be developed. Team 17 Group Plc offers physical evidence lie invoices, etc
so that users can properly use according to given instructions in order to obtain maximum
benefits.
People
This is associated with the human resource of company that helps firm to accomplish
business objectives (Marketing Mix,2021). There are approx 200 employees in firm that
provides assistance in accomplishing goals and objectives of firm. There are variety of roles and
responsibilities of that specific employee need to attain for meeting overall vision and mission of
firm. Human resource department of company has all skills and tactics that contribute in
developing effective software games. Customers are as well provided after sales services so that
excellence services can be provided.
Process
There are various processes which are followed by company for completing its overall
operational practices. It includes, designing, developing, delivering, etc. Kind of activities that
are conducted by Team 17 Group plc for providing effective game to clients. There are various
different requirements of customer that keeps on changing due to altering in taste and
preferences. With changing time, company need to comply with all of these actions so that
maximum level of competitiveness can be derived. In all of its internal processes and supply
chain, the major factor that is focused by firm includes higher quality of products. This provides
assistance to have proper competitive benefit meeting industrial standards of quality and
effectiveness so that higher progress can be achieved.
From the evaluation it can be articulated that there are number of components like price,
product, place, promotion, etc that are focused by firm for having appropriate conducting of
operational practices in turn higher profitability & sustainability in industry may derived.
Having effective marketing mix practice in internal process aids company to give focus on each
aspect that can contribute in attaining success. There are various situations in which having
effective approach to attract maximum number of clients in turn handling peak level of
competition becomes easy. Each marketing principle play significant role in providing assistance
in segregating each aspect so that maximum competitive benefits can be derived.

CONCLUSION
From the above report it can be concluded that marketing play significant role in
communicating information regarding company's practices with targeted audience. In addition to
this, current report has given emphasis on conducting company analysis by involving different
factors that is useful in decision-making. There are number of factors that are involved in current
study such as advertising, public relations & publicity, sales promotions, event & experience,
personal selling, direct and interactive marketing. These all information has been provided to
given deeper knowledge regarding company's crucial information. Marketing mix is significant
technique that is used by specific organization for focusing on different factors like price, place,
promotions etc. so that ability attract larger number of customer can be provided.
REFERENCES
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the effectiveness of cause marketing campaigns. Journal of Retailing. 94(4). pp.352-363.
Kusumawati, R.D. and et.al., 2021. Impact of marketing-mix, culture and experience as
moderator to purchase intention and purchase decision for online music product in
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performance: Evidence from a casual-dining restaurant setting. Tourism
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Satisfaction. Jurnal Pendidikan Ekonomi Dan Bisnis (JPEB). 7(1). pp.72-86.
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Stubb, C., Nyström, A.G. and Colliander, J., 2019. Influencer marketing: The impact of
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Online
Marketing Mix. 2021. [Online]. Available through:
<https://economictimes.indiatimes.com/definition/marketing-mix>
Porter's generic strategy, 2021. [Online]. Available through:
<https://www.mindtools.com/pages/article/newSTR_82.htm>