Essays on Strategic Marketing

Introduction

Companies in different industries are adopting marketing strategies that aid them achieve uniqueness and difference from their competitors. At an age where companies experience stiff intra-industry competition, it is imperative that their marketing managers be regularly involved in the development of distinct strategies that help them acquire a comparative advantage over their competitors. The whole process of adopting unique marketing strategies to attract a certain target market is called strategic marketing. According to Wilson & Galligan (2012), strategic marketing refers to all activities undertaken by a company to differentiate itself from other players in the same industry in the marketplace. ...

Market Positioning

Introduction Market positioning is a marketing strategy that seeks to influence consumer's perception of a given brand or product in relation to other competing commodities in the market. Many scholars view this marketing strategy as the process of creating an image or product identity in the minds of consumers to influence the way they (customers) perceive products in the target market (Blankson et al., 2013, p. 500). Market positioning must be maintained throughout the entire life of a given product/brand, and for firms to achieve this objective, they must understand the key market segments that they want to serve ( ...

Executive Summary

This report paper provides information about a business idea whose aim is to provide an alternative mean of transport that is convenient in short distances, less costly, and which can take short time to avoid exhausting for ill or old persons. This report talks about a phone application called Travel companion. This application helps one to travel from city to city by car in a more efficient and comfort manner. With this application, one is linked with other persons travelling to common destination ad also splits your expenses and burdens incurred while travelling with other persons. This application helps ...

Executive Summary

Luxury Swap is an innovative web-based product exchange service. Modeled on e-bay's exchange program, Luxury Swap introduces an unparalleled service in KSA, first, and hopes to expand into GCC, East Europe, North America and world at large. The service connects upper class / sellers, who have unneeded luxury products, and middle class/ buyers, who, although having rising disposable income, cannot afford to purchase luxury products at retail prices. This report is made up of five sections: (1) Service Information, (2). PEST Analysis & SWOT Analysis, (3) Strategic Marketing Objectives, (4) Market Segmentation & Positioning and (5) Four Ps Strategies and (6) ...

While sustainable development means meeting the needs of the present and future generations, and a focus on prevention of environmental degradation, several factors influence the attainment of these goals, specifically culture and organizations. Sustainable development as a concept first appeared in the Brundtland Report of the World Commission on Economic Development (Buchanan 29). The Brundtland Commission was established in 1985 to address environmental problems due to economic development. Atmospheric pollution, climate change and global warming, accumulated wetlands, decreased freshwater quality, topsoil degradation, endangered species of animals and fishes, and forest degradation were environmental concerns discussed in the Brundtland Commission ( ...

Abstract

Marketing is an essential functionality in the business set up. For the procedure to be effective, marketing has to have clear objectives that are set in the organization. The objectives can be cascaded down to the individuals who have taken up certain roles in the marketing department for instance. Aggressive promotion while at the same time making identification of the expected target for the particular service or product is of importance. The marketing content is also crucial, and this can be promoted by the presence of activities like marketing strategies and strategic marketing which can be solely managed in ...

Developing a Marketing Plan

Executive Summary This report is an analysis of PepsiCo marketing strategy in Cambodian market. The report starts by giving an explanation of the significance of marketing plan for Pepsi. It goes further to state the goals that the company intends to achieve and the mechanism to make them. The current marketing situation analysis gives the facts on the ground about the enterprise. It goes further to illustrate how the company has positioned itself in the market. There is SWOT analysis for PepsiCo. This gives the strengths and weaknesses that the firm has. Working to improve these factors and exploiting ...

Executive Summary

Marketing is an important business function that ensures a company remains competitive. Kingsford is an American brand that produces premium charcoal grilling products and one that enjoyed a steady growth of revenues in the 1980s. The company has relied on an experienced team of sales executives, consistency in marketing and sales actions, superior quality, and brand positioning for success. However, Kingsford’s main problem lies in the aspect of competition. The company has faced serious challenges in regard to the strategic decisions that were necessary to avert competition in relation to aspects such as pricing, advertising, promotion as well ...

Prada’s Marketing Strategy

Prada is one of the world’s most famous brands when it comes to clothing and fashion accessories. The process to become a market leader in the fashion industry can be traced back to the early 90’s when the company was started in Italy. In 1913, Mario Prada came up with the idea of starting Prada, with the goal of serving mostly the aristocrats and the European elite . This vision was realized through the first store located in Galleria Vittorio Emanuele II, which was stylish and focused on the sale of luxury goods and accessories targeting the elite ...

Starbucks is a coffee corporation in America that was founded in 1971 and has turned out to be the largest coffeehouse company in the world. It offers the highest quality Arabica coffee as the base for her espresso drinks. This essay considers the case of Howard Schulz and the Starbucks coffee company, Harvard business school, case N9-803-361, revised September 30, 2005, by Nancy F. Koehn. Economist Nancy has researched about Starbucks Company under the leadership of Howard Schulz. She explains economic, management and marketing strategies that Howard Schulz has used to rescue Starbucks from collapsing. The case investigates the ...

Elderly care facilities provide services in the fulfillment of the special needs and requirements that are unique to the senior citizens. They are also called residential care facilities for the elderly or assisted living or sometimes referred to as ‘board and care’. Primarily, they are non-medical facilities that provide housekeeping, meals, supervision, storage and distribution of medications including personal care assistance with basic activities. Eldercare is a broad term that encompasses services that include assisted living, long-term care, adult day care, nursing homes, hospice care and home care (Saul, 2013, p.79). It emphasizes the social and personal requirements of ...

Executive Summary

The report is designed to develop the strategic marketing plan for Vertical Horizon Company for its coming three years. The company was founded in 2003 in New Zealand,and it offers adventurous services. The major activities of the company include Team building, Training of leadership, camping, camps for children, adventurous activities, Family get-togethers and reunions, parties, events and celebrations and Catering, Venue and accommodation services. Based on the situation analysis, strength and weaknesses of Vertical Horizon are found along with the future opportunities and threats to the company. Keeping the analysis in mind, the three marketing objectives are designed ...

Different business organizations utilize varying marketing strategies the help them win in the competitive business environment and make profits. The type of marketing strategy adopted by any firm depends on the industry where the firm operates, the location, the size, and long-term and short-term goals of the firm. In the present digital age, organizations need to use sophisticated and advanced marketing strategies to help them win both local and global competitive advantage. An effective marketing strategy composes of many elements that together assist the firm to achieve its goals. The following paper provides an overview of strategic marketing process ...

1.0 Introduction KFC, the world’s largest fried chicken chain restaurants, was started in 1952 by Harland Sanders, under the name Kentucky Fried Chicken though the idea was first discovered in 1930 when Sanders started to sell fried chicken to visitors in Corbin Kentucky. It is the second largest restaurant chain, with about 1800 locations, with over 3000 stores in China, and a revenue of about $ 15 billion, McDonald’s is the first (Hu & Xie, 2013). In 1939, Sanders came up with an original recipe for fried chicken incorporating 11 spices that are kept at the Company's headquarters in ...

(Alivan Watch & Accessories Company)

Executive Summary

Recent advancement in technology has led to people innovations in electronics such as mobile phones, television, media players and other electronics. Watches, however, have been neglected in this new era of advanced technology. Alivan identified this gap and came up the brilliant idea of Alivan Watch & Accessories, a company that will deal in the manufacture of designer watches and fashionable accessories like earrings, bracelets, and necklaces for both men and women of all ages. The company will be based in Singapore and is planned to begin its operations in the last quarter of this year. ...

Definition of Terms:

Supply chain- The term supply chain is the process where goods are moved from the producer to the consumer. This process has to go through some key stages like the raw materials, supply, production and lastly the distribution stage. This process ensures that goods reach the consumer once they leave the manufacturing industry.

Task environment - Task environment is the external environment in any organization that will affect the business ability to attain its goals at the end of the day. They may include things like competitors, customers and suppliers. Holistic marketing- This is a term that is used ...

Importance of Strategic Marketing

Strategic planning is the process and time through which an organization or institution defines and sets down its objectives, mission and goals. These are otherwise referred to as strategies which then act as guidelines to the company’s future decision making, direction, and resources allocation in labor, finances and time to the various sectors of the organization.

Strategic planning in any organization is important because it acts as a watch dog to ensure that the company sticks to its mission and goals. This is because the plan will declare as determent for any single activity that will be carried out ...

Walmart was founded by Sam Walton in 1962, in Arkansas, U.S. The company was incorporated as Wal-Mart Stores Inc. in 1969 and has become more commonly known as – Walmart. It was founded on the premise of providing products to the consumers at a discounted price. Serving the discount retail industry, Walmart thrived during the recent recession and emerged as the largest retail company during 2008-2009. Today Walmart operates in 15 different countries under 60 different brands with more than 9029 retail stores. It recorded sales worth $405 billion by the end of fiscal year 2010 (Walmartstores.com, 2010.).

Walmart’s primary ...

Arguably, consumer is the most important individual in the entire market and business. Therefore, it is useful to study where, how, when and why people do or do not by a certain brand. Consumer behavior gives a view on the decisions made by the buyer when purchasing a certain brand in the market. Notably, cultural sensitivity is one factor that affects the decisions and the behavior of the consumer. Actually, cultural sensitivity means being aware of the cultural similarities and differences existence and its effects on learning values and behaviors. As a matter of fact, culture is a very challenging issue for many marketers, ...