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How market segmentation ,targeting and positioning are important
importance of strategic marketing in an organization
marketing evaluation
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Marketing Strategies of a Company
1. TERMS OF REFERENECE
======================
The marketing management uses marketing strategies in order to meet
the customer’s needs. The marketing strategy involves pricing,
advertising, branding, packaging, publicity, public relations (PR),
sales promotions, merchandising, and distribution. Satisfying the
customers by differentiating their product to competitors using the
Marketing Strategy. The marketing plan usually covers following
elements:
* How the strategy is based on the principles of marketing
* How marketer used sources of primary and secondary marketing
information
* How marketer analysed the marketing context and decided on an
appropriate strategy
* How marketer would develop a coherent strategies to meet consumer
needs
· An evaluation of the reliability of the different marketing
strategies used
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2. EXECUTIVE SUMMARY
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The marketing campaign for the project is going to be devised for the
Coca-Cola Company.
[IMAGE]
Figure 1. Coca-Cola Trademark
The company is the largest manufacturer, distributor and marketer of
nonalcoholic beverage concentrates and syrups in the world. Finished
beverage products bearing its trademarks (Figure 1), sold in the
United States since1886, are now sold nearly 400 brands in more than
200 countries and include the leading soft drink products in most of
these countries.
The project focuses on analysis of reasons for the company’s
performance, providing PEST, SWOT, and marketing models analyses to
examine its external and internal environments via diversified
analyses directions. The project also evaluates company’s
segmentation, targeting and positioning, subsequently provides the
recommendations.
3. BUSINESS OBJECTIVES
Coca-Cola Company articulates its missions as a promise: Our Company
exists to benefit and refresh everyone it touches[1]. The project
generalizes company’s basic objectives as six items, and how they can
be achieved are as follows:
l Accelerate carbonated soft-drink growth, led by Coca-Cola
Coca-Cola is the eternal topic and foundation of the Coca-Cola
... look out for high profile contacts and good image building activities especially due to the on going outsourcing concern. As community theatre boards include executive level staff these consulting companies could get high visibility and a sophisticated image by pairing up with something as ?cultured? as theatre. These companies can be requested by the boards of community theaters to sponsor the building and maintenance of the theatre websites in exchange for good PR and contacts.
Several NFL players have stated that the game is so risky they wouldn't let their own kids play” (Shotz 11). This does not mean that kids can never play football, or that football is completely inappropriate for anyone to ever play. An alternative is playing flag football, which is much safer than tackle. If kids played this version of football they could focus on the many technical skills that they would need to play at a higher level. Examples of these skills would include running properly, lateral movements, the fundamentals of running the ball and throwing the ball. “Pop Warner, the largest youth football program in the country, experienced a 9.5 percent drop in participation between 2010 and 2012, and participation has only leveled off since then” (Strachan 2). As one can see many parents have come to their senses and taken their children out of youth football. The chance of having concussive injuries would be significantly lowered if more parents and coaches had kids aged six through 14 play flag football instead of
Target provides certain products to fit the need of their guests throughout all their retail locations. They look to appeal to young, active, and well educated families by setting standards for the products they carry and the layout of there stores. They carry selections of a wide variety of home goods and personal care products; they even carry pet supplies and fresh produce. This allows their consumers to purchase everything they need for their homes within one store; a huge advantage for families and young adults.
In today’s society new forms of technology have enhanced and in some cases replaced traditional methods of promoting a product. The sports industry, in particular, can utilize these emerging technologies to reach their customers in new and improved ways. This new media merges traditional forms of media such as audio, video and written word with interactive digital technology (Parkhouse, 2012 p. 184). New media includes not only computers, laptops and smartphones, but also all software applications and platforms. Additionally, cross platform software such as Twitter, Facebook and Instagram are utilized at an increasing rate as due to the desires of today’s technological society. Many teams use blogging, which provides a venue to hear directly
Recommendations to achieve a sustained competitive advantage: Online, mobile, and store purchase will certainly increase customer traffic with the online and store combinations gives Target Corporation with a best possible low-cost price. A best-cost provider strategy allows Target to position itself and compete with low-cost providers such as Walmart. In addition, it employs a competitive strategy with a designer label along with superior supply chain, increased operational capabilities, and skilled employees. . The strategy of sending coupons are huge for a customer, so increase discount based on their purchase history and use the store brand credit card to attract more customers.
Football is America’s favorite sport. It is a fast-paced, hard-hitting game. Every week thousands of men and boys all across the country take part in football and every week these men and boys receive violent hits during the game. Frequently, as a result of these violent hits, the player receives a concussion. However, the long-term effects of concussions on players are not fully understood. New research shows that even a slight concussion in a football game can have lasting effects on a player. As a result of this research, children under the age of fourteen should not play tackle football.
Nike is an American Multinational Company that designs and manufactures footwear along with sports gears and accessories. It is a major manufacturer of athletic shoes, sports equipment, accessories and services. Nike was founded by Phil Knight and his coach, Bill Bowerman in January 25, 1964. It was previously names as Blue Ribbons Sports, but it was later renamed as Nike in 1971.
Australia has had one of the most outstanding economies of the world in recent years - competitive, open and vibrant. The nation’s high economic performance stems from effective economic management and ongoing structural reform. Australia has a competitive and dynamic private sector and a skilled, flexible workforce. It also has a comprehensive economic policy framework in place. The economy is globally competitive and remains an attractive destination for investment. Australia has a sound, stable and modern institutional structure that provides certainty to businesses. For long time, Australia is a stable democratic country with strong growth, low inflation and low interest rate.(Ning)
The LEGO Group organization is famous due to its flagship product – colourful plastic bricks that can be interlocked to form a variety of figures, and then disconnected again. These binding bricks originated in a wooden form when the company was first established in Billund, Denmark by Kirk Kristiansen in 1932 (The LEGO Group, 2012), and today’s well known plastic version was introduced in 1958 (Rosenberg). The company’s head office is located in Billund to this day, and The LEGO Group remains privately owned by Kristiansen’s family (The LEGO Group, 2012). They currently sell toys and teaching materials in over 130 countries worldwide.
Marketing Mix is a very essential concept for the progression of the business. Products and services of a business organization get effective strategic positions in the market with the help of using marketing mix. According to Belz (2011), through appropriate attentiveness of the marketing mix, an organization can have proper explicated marketing tactics and strategies through which the company’s marketing objectives can be achieved at the required level. Marketing mix is not merely a single term but it is an assembly of different elements of marketing.
In a competitive environment where market is changing instantly, organizations are in a fix to design a strategy that could market their products enticing the consumers to buy their products and services. Market is the arena for business gladiators who fight out for maximum share and profitability and this is possible only through effective marketing strategy. Competing in present economy means finding ways to break out of commodity status to meet customers’ needs better than competing firms (Ferrell and Hartline, 2010). The intensity of competition has increased after the introduction of media and internet where the companies present their product in the best way through advertisements, product reviews, blog entries, etc. With the advancement in technological innovations, companies have found various ways of providing services to the consumers in a cheaper and effective way and this has resulted in communication revolution in late 1990’s as the cellular technology was unfold in most of the regions. Singtel Optus Pty Limited (Optus) is one such company that has evolved during this period as a leader in integrated communications and this paper is assumed to make an analysis of the company’s marketing strategy and its financial position in the market industry.
An organisation strategies that combine all of its marketing goals into one comprehensive plan. A good marketing strategy should be drawn from market research and focus on the right product mix in order to achieve the maximum profit potential and the business. marketing strategy is one way to achieve the goal of a company. The destination marketing is the first and best in class in meeting the needs and aspirations of consumers. Besides that, being a key partner for our customers, consumers and communities. Eliminating non-value added activities of the process. However, the aims to increase the target profitable growth and provides benefits above average employees and shareholders. There is an example of marketing strategies that used in Rejoice company. The 4P’s are influence the marketing strategies.
Market opportunities for breakfast cereals is vast, some segments of the market have been neglected, most notably that of the over-50’s. Insightful presentations were given at the “Older, Richer, Wiser” Conference that would suggest the over 50’s market segment is targetable.
By definition, strategic marketing is a firm’s ability to concentrate a limited amount of resource on an opportunity that has deemed to have the highest potential to increase sales, thereby creating a sustainable competitive edge over rivals (Brooksbank & Taylor 2007). Fundamentally, each aspect of marketing has the potential to improve or affect the performance of other marketing facets. Hence, creating a proper coordination of a firm’s activities makes it possible to eliminate unnecessary activities that interfere with efficient profit maximization processes. Strategic marketing explores ways that each of the marketing processes will reinforce each other for the best output. More importantly, strategic marketing makes each department to work
Clearly analyze the external influences affecting the development of the marketing strategy. There are numerous factors that have an effect on BMW’s business and the consequences of its operations, a few of which are beyond the control of the Company. The following information below is an explanation of some of the mainly important factors that may cause the definite results of the Company's operations in potential periods to change essentially from those at present expected or most wanted. Additionally, there are 4 macro marketing factors, which all concern BMW's marketing strategy, and BMW themselves cannot change or influence them.