Strategic Marketing Strategy Case Study

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A marketing strategy is an essential component of a corporate strategy (Bradley, 2015). An appropriate marketing strategy assists a company to identify its target markets and to set measurable goals. It is vital to the success of the organization that a marketing plan is implemented that addresses performance, growth and profitability (Daft, 2015). The aim of this paper is to examine the strategic marketing process with specific emphasis on the key phases of planning, implementation and control.
According to Satell (2013) marketing strategies used to be a matter of identifying needs and communicating benefits to a customer base. However, the markets have become complex, surpassing the TV, radio and newspaper platforms that were once used. Marketing …show more content…

Implementation is the process the company will actually take to promote its business. Previous approaches to this, according to Satell (2013), may have been TV and radio commercials. However, there are many tactics that a company can employ. The main objective is drive a process that will result in the company meeting its objectives; if successful the implementation can be repeated for further success, if not then revision of the plan is required. In 1996 the British soft drink manufacturer, Tango, produced a commercial for its not-so-successful blackcurrant soda. The commercial was a runaway success, depicting a middle aged, overweight, middle manager become the voice of the United Kingdom, challenging France and the rest of Europe to a boxing match. It drew on the rivalry between France and the UK, the dissatisfaction with European legislation and the national pride of the Brits. As a result the advertisement won several awards, and the in-your-face marketing campaign was repeated for Tango’s other flavors (MadDonald, …show more content…

Clear definition of these components are essential parts of a formal marketing strategy. Bhasin (2015) advises that marketing mix plays a crucial role while deciding the strategy of an organization, affecting segmentation, targeting and positioning decisions. Based on products, segmentation and targeting can be performed. Based on the price, positioning can be decided. And these decisions will likely affect the place and promotion decisions. The end result is that the marketing mix strategy directly impacts segmentation targeting and

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