Strategic Marketing Essay

ATHE LEVEL 7 DIPLOMA IN STRATEGIC MANAGEMENT

COURSE ASSIGNMENT ON STRATEGIC MARKETING

ACTIVITY 1 - INFORMATION PACK

1.0 Introduction

1.1 Assessment of the role of strategic marketing in an organisation.

1.2 Analysis of Relationship between Corporate strategy and marketing strategy

1.3 Analysis of how marketing strategy is developed.

1.4 Decisions and choices that are made at corporate level

1.5 Assessment of how decisions influence marketing at business and functional level

1.6 Analysis of approaches to competitive positioning of organisations.

Conclusion

ACTIVITY 2 - TRAINING SESSION

2.0 Introduction

2.1 Evaluation of approaches to Internal environmental analysis

2.2 Evaluation of approaches to external environmental analysis

The role of Strategic marketing is crucial throughout the implementation of a company corporate objectives as it involves placing its products or services into an ideal target market. It does this by using an appropriate distribution channel and a plan segmenting its ideal target market and audience. This is the stage where the company uses its promotional plan to help inform, persuade and remind customers of the existence of its products or services. That’s where positioning comes into play. The value of a product or a service lessens overtime one of the key ingredients is to keep the customers interested in the products, this is where the uses of positioning statements comes into play to solidify competitive positioning and remind the customers of the product value, but also the company initial vision and mission. Marketing is about the competitive positioning of products and services in the minds of the customers. It is also about the communication of messages and images (reflecting product and service positioning) and the means which are used to convey these messages and images to the customers. “What isn 't advertised can not be sold”, thus in order to sell the marketer must entice an emotional interest of high involvement in buyers mind to not only trigger their interest and fascination but to also make them realise

A marketing department stands as the developing authority inside an organisation structure; since it plans, execute and implement corporate objectives and in addition works in correlation with senior management. Moreover, it puts into action corporate objectives and goals by using purposeful sales tactics ( 4P 's marketing mix: product, price, place, promotion & promotional mix) to market and sell a company products or services. It utilizes strategic process steps such as market analysis, internal and external business environment analysis, competitors analysis, segmentation, targeting, positioning, to bring value-based products or services to a specific target audience, to develop corporate social responsibility and most importantly answer the corporate call of profit maximisation.

A marketing strategy is also based on creating a product or service with unique selling benefits, reaching prospects investors or communities to project the company value. This amplifies the competitiveness & the competitive positioning of the organisation. It 's about control, setting prices according to profit generating activities and brand-management needs. Using distribution channels that maximise profits, limit losses without damaging the brand image. Using sharp advertising, public relations, promotions, and social medias marketing to reinforce the company positioning statement and reinforce the