A Comprehensive Marketing and Operations Strategy for XYZ Company

This report presents a comprehensive marketing and operations strategy proposal for XYZ Company, focusing on key areas such as market segmentation, channels of distribution and logistics, supply chain management, and market research tools. The strategy emphasizes the importance of aligning products with customer desires, prioritizing critical problems, and implementing control procedures based on facts and figures. It also includes ideas for improving quality management through employee satisfaction surveys and cost analysis. The proposal further outlines project management ideas, such as internalizing requirement paradox, creating motivating project themes, and planning for incremental delivery. Overall, the strategy aims to increase sales, improve customer loyalty, and enhance the company's market share while maintaining a focus on employee relations and customer service. This document is available on Desklib, where students can find similar resources.

Running head: PROPOSE A MARKETING AND OPERATIONS STRATEGY 1
Propose a Marketing and Operations Strategy
Name:
Institution:

PROPOSE A MARKETING AND OPERATIONS STRATEGY 2
A good marketing strategy aims to increase sales, increase market share, improve
customer loyalty, establish a company brand better and ensures that profitable customers are
retained by the business (Quester, Neal, Pettigrew, Grimmer, Davis, & Hawkins, 2016).
Therefore, for XYZ Company to succeed in implementing a successful strategy, they have to put
more emphasis on certain marketing plans that will ensure its success. In this proposal, we shall
take a look at the various aspects that should be considered if the company is to have a successful
strategy.
One of the plan to include is market segmentation which is an important technique of
marketing that helps the business reach a certain group of potential customers by using an
approach that will be appealing to them. XYZ Company needs to evaluate each segment so as to
ensure that they don’t waste time and resources on the segments that will not buy their products.
For it to succeed, marketing segments characteristics should match with the qualities of their
product and their ability to achieve sales performance objectives.
Also, for the strategy to be a success, XYZ Company should evaluate the potential of the
segment by analyzing the number of potential buyers in that segment, the number of customers
in need of the product being offered by the company as well as their income (Wedel &
Kamakura, 2012). The company should also evaluate the competitive situation in each segment
which is a factor in the success of the strategy where the company should evaluate whether the
competitors’ sales is below or above the market potential which informs the company of their
chances of succeeding in that specific segment. Lastly, the cost of marketing the products in a
segment should also be evaluated to determine its value where you have to analyze promotional
campaign cost against the expected sales. If the promotional costs are higher than the expected
sales, then the segment value is low.

PROPOSE A MARKETING AND OPERATIONS STRATEGY 3
The second item to consider in the strategy is the channels of distribution and logistics
where a good marketing strategy should interpret what the customer want which should be
combined with the empirical market data such as consumer preferences and numbers, the
location of the consumers so as to establish manufacturing starting point. On completion of
manufacturing, the products are to be moved to the consumer location expecting that the will be
satisfied. The product reaches the customers through a distribution channel that bridges the gap
that is between producers and the consumers and also plays an integral role in marketing concept
operation (Williams, 2014). In addition to these channels of marketing satisfying demand
through supplying products to the right location at the correct price and quantity, they should
also stimulate the demand by promoting retailers, wholesalers and manufactures activities.
Thirdly, assess the supply chain management which will assist the company in identifying
business process gaps that could be solved through technology solutions.
For the strategy to be a success, the level of coordination and collaboration between
different operations, like from forecasting to manufacturing, should be carefully evaluated so as
to order fulfillment, and to also determine the level of effectiveness of the current planning
operations of the company’s supply chain (Gil, Gangopadhyay, Zhou, Gordon, & Nayak, 2010).
The company’s information system should be evaluated as well to identify and fix gaps so as to
improve productivity. XYZ Company should then analyze past and current operations to develop
a detailed plan on how supply chain operations should be improved. The fourth item in our
strategy is figuring out what market research tools to use so as to ensure the company’s brand
long-term success. Market research helps the company in figuring out what makes the customers
tick which keeps the company ahead of the competitors as the market is in a state of change that
is constant. Market research to use should include the following; Open Strategy which will

PROPOSE A MARKETING AND OPERATIONS STRATEGY 4
compile up-to-date reports and tools on market data, consumer research and also case studies
(Bradley, 2017). Another tool to use should be MyBestSegments which will provide useful data
that will help the company do a market research on any type of services or products by exploring
different demographics. Another tool is Quora which will provide authentic feedback from the
customers. this tool informs the company on issues like the customers’ opinion on the problem
they are looking to solve and also their opinion about competitors in the market.
The strategy should also include ideas on how to improve quality management which is
the company’s main objective so as to satisfy people’s needs; employees through individual
growth, customers through quality, community through social contribution and the shareholders
through productivity. For this reason, the strategy should propose some ideas on how quality
management could be achieved (Bergman & Klefsjo, 2010). They include; customer-orientation,
where the products manufactured, should be aligned with what the customer desires and also
need. Secondly, action guided by priorities where the most critical problems are identified and
given the first priority when solving problems. Thirdly, control procedures should be put in place
which will ensure that corrective decisions are not made from the results but during the process
as it’s too late to take any corrective action from the results. The last idea should be taking
actions based on facts and figures.
Quality improvement ideas should put in into consideration in the company’s strategy.
These ideas are; conducting an employee satisfaction survey as happy employees translates to
happy customers (Ryan, 2011_. this ideas’ main goal is to increase the staff’s overall satisfaction
level and also to identify areas of concern and setting goals to improve them. Another idea is
performing a case costing analysis with the aim of reducing the supply costs of certain
procedures. Another idea is to investigate all the company’s inventory practices. Lastly, our

PROPOSE A MARKETING AND OPERATIONS STRATEGY 5
strategy should contain some ideas for project management which will bring project success.
These ideas include; accepting and internalizing requirement paradox as the success of projects
depends on accurate and complete requirements (Kerzner, 2017). Another idea is creating
implementation teams around a compelling, motivating and an attractive project theme as project
teams responds better to a mission that is compelling. The last idea is to plan, work, and deliver
incrementally as value proposition evolves when the project beneficiaries adopt incrementally.
Overall, this proposal of a marketing strategy outlines the company’s overall game plan
for finding customers, minimizing costs, which in turn translate to increased market share is the
main goal the board of directors would want to hear as it is aligned to the company’s objectives.
Also, as the company embraces this strategy, one aspect that will remain in place is the continued
focus on employee relations and a high level of customer service.

PROPOSE A MARKETING AND OPERATIONS STRATEGY 6
References
Bergman, B., & Klefsjö, B. (2010). Quality from customer needs to customer satisfaction.
Studentlitteratur AB.
Bradley, N. (2017). Marketing research: tools & techniques. Oxford University Press,
USA.pp.45-67
Gil, R., Gangopadhyay, D., Zhou, J., Gordon, S., & Nayak, S. (2010). U.S. Patent No. 7,761,319.
Washington, DC: U.S. Patent and Trademark Office.
Kerzner, H., & Kerzner, H. R. (2017). Project management: a systems approach to planning,
scheduling, and controlling. John Wiley & Sons.
Quester, P., Neal, C., Pettigrew, S., Grimmer, M. R., Davis, T., & Hawkins, D. (2016).
Consumer behavior: Implications for marketing strategy. McGraw-Hill.
Ryan, T. P. (2011). Statistical methods for quality improvement. John Wiley & Sons.pp.766-800.
Wedel, M., & Kamakura, W. A. (2012). Market Segmentation: Conceptual and methodological
foundations (Vol. 8). Springer Science & Business Media.
Williams, L. R. (2014). Understanding distribution channels: An inter-organizational. Journal of
Business Logistics, 15(2), 173.