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    MOHAMMED SHIBILI KV Pearson BTEC Level 7 Diploma in Strategic Management and Leadership QCF) 29-July-2019 1   || STRATEGIC MARKETING MANAGEMENT Introduction Ove the years, the managers, leaders and business experts have tried to understand what it is that compares successful from unsuccessful companies. The answer found by them was as it depends on the ability of the organization to deliver superior value to the customer and as a result beating the competitors in customer’s eyes.  In short, they found tat the Marketing is the answer for that question. According to Kotler and Keller, Marketing is about identifying and meeting human and social needs and they shortly defined it as ‘ meeting needs profitably ’ (Kotler and Keller, 2012) . In the modern concept, the business leaders are giving more importance to the Strategic Marketing. According to the Guenther Klein, Strategic Marketing is the process of aligning the marketing activities of an organization in such a way that they help organizations meet their strategic objectives (Klein, 2007). In this project I am discuss about the whole  perspective of Strategic Marketing in the business world and the Strategic Marketing at the Coffee Cream. Coffee Cream is a Coffee Shop in Changuvetty, Kottakkal, Kerala. The early thoughts came from the founders Farooq and Saleem in many years ago. After the long research and effort, they managed to set up the first outlet in 2015 at Kottakkal. It is the one of the famous and well-maintained coffee shops among the Kottakkal region. Coffees, Juices, Cakes, and Eateries are mainly including in their product range. It is one of the best shop in Kottakkal where the customers can acquire best cakes. Taste and the Quality of the Pastries are the unique features which make different in Coffee Cream from others. The main competitor of the Coffee Cream is Cream Castle situated near them who also have the same product range but comparatively low quality and price. They are focusing on the Differentiation Strategy, in which they focus on giving the best quality products and service for the premium price. The atmosphere here at the Coffee Cream was awesome. The hygiene policy and relaxed cool condition in the shop force you to sip a coffee from there even in a peak summer outside. The customer satisfaction is also high as they managed to give best out of them. LO 1: Understand the principles of strategic marketing management   1.1 Discuss the role of strategic marketing in an organisation  According to the American Marketing Association (AMA), Marketing is the management activity, set of institutions, and processes for creating, communicating, delivering, and    MOHAMMED SHIBILI KV Pearson BTEC Level 7 Diploma in Strategic Management and Leadership QCF) 29-July-2019 2   || STRATEGIC MARKETING MANAGEMENT exchange offerings that have value for customers, clients, partners, and society at large (American Marketing Association, 2019) . Marketing is more than simply advertising or selling a  product in the market. Marketing involves developing and managing a product that will satisfy customer needs. It focuses on making the product available in the right place and at a price acceptable to buyers. It also requires communicating information that helps customers determine if the product will satisfy their needs. The strategic marketing is the latest concept of the marketing in this competitive business world. In first, the companies only focused on the  production orientation in the late 19 th  century. In that time, efficient production of goods allowed firms to meet strong customer demand. But it when comes to the mid-1920s to the early 1950s, the concept is shifted to the Sales Orientation or Selling concept and then it shifted to the Marketing Orientation or Marketing Concept which we can see in the current standard organizations. In the selling concept, the sellers thought that consumers will not purchase enough of the company’s products unless large -scale promotional and selling efforts are carried out by it. Selling concept is one of the ideologies in marketing like production concept, product concept, holistic concept etc. In this concept, consumer wants are induced to buy the products, through aggressive selling and promotional techniques such as advertising, personal selling and sales  promotion. While according to Kotler et al. (1996), the marketing concept holds that achieving organisational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectiv ely and efficiently than competitors do.  It relies on four elements, such as target market, integrated marketing, customer needs and  profitability. The concept begins with the specific market, stresses on customer needs, coordinates activities that influence customers and reaps profit by satisfying customers. The key differences between the Selling and the Marketing concepts are that the Selling concept is always associated with the compelling of consumer's mind towards goods and    MOHAMMED SHIBILI KV Pearson BTEC Level 7 Diploma in Strategic Management and Leadership QCF) 29-July-2019 3   || STRATEGIC MARKETING MANAGEMENT services while the Marketing Concept is focus on directing goods and services towards consumer's mind. The process is starting at the target market for the Customer needs in Marketing Concept while the Selling Concept is starting at the factory for the product focus and also in the Marketing concept, we could only see the target to the satisfaction of customers and the planning is for long term while other is short term. In conclusion we can say that the marketing concept is a wider concept than the selling concept and it is an integrated one. By choosing the marketing concept over the selling concept we can focus on the customer needs before developing the products and it can help to increase the acceptability of the product in the market which can reduce the loss that may cause by the non-acceptability of high quantity production of items. This can also help in reduce the promotion which required to inform the people. In this concept, it is integrated and co-ordinated approach to marketing so it can help in the unification of business activities which may help in keeping economy and efficiency in marketing operations. It can also help in creating the competitive advantage in the market. As it is a long-term effort, it can give a strategic approach to the organization in marketing. The business firm having the marketing concept, can respond effectively to changes in its environment. The firm can very well face the pressures of competition and environmental changes. While these of the benefits for adopting the marketing concept, there also some limitations to it. This concept is not recognizing the wider social dimension of marketing such as stakeholders like employees, investors, suppliers, the State and the public at large. So, this concept may lead to the actions against these stakeholders like waste disposals. So, there is the importance of the two dimensions of marketing concept, Tactical Marketing and Strategic Marketing comes to play in the modern organizations. Strategic marketing is a method through which an organisation differentiates itself from its competition by focusing on its strengths to provide better service and value to its customers. T he goal of strategic marketing is to make the most of an organisation’s positive differentiation over its competition through the consumers’ perspective . Tactical Marketing refers to the actions a company takes in order to market a product. These actions generally include generating leads, placing ads, building websites, creating brochures and other mailings and implementing a follow-up system. Tactical marketing is the way the product is placed in front of potential customers. In the strategic marketing, it is concerned with the long term and has a  broad focus, covering competitive positioning and the development of new products while Tactical marketing has its focus on the short term, and day-to-day marketing activity such as  price discounting and customer communication (Roberts, 2019) . So, from this understand that the    MOHAMMED SHIBILI KV Pearson BTEC Level 7 Diploma in Strategic Management and Leadership QCF) 29-July-2019 4   || STRATEGIC MARKETING MANAGEMENT Strategic marketing is having more future preference and it have a good connection with strategy. By choosing the Strategic Marketing over the Tactical Marketing there are many  benefits which could get for the organization. Strategic Marketing helps in evaluating the current environment of the organization in the market as it helps in assessing the positioning and performance of an organization. It could also help in establishing clear marketing objectives with SMART. Strategic marketing helps in creating products and services that  provide the organisation with high profits. This is because strategic marketing starts off by conducting a SWOT analysis of the organisation, a market analysis of the consumers and the existing trends in the market. This information is then used to create the optimal products and services for the consumers. In the Coffee Cream, they are doing the Tactical marketing as they only focus on the daily or monthly sales. They only try to sell the product in the market with increasing sales. They have a good customer satisfaction in the market when compared to the other organizations in the market like their main competitor Café Cream Castle. But basically, they have no focus on the creating brochures and the placing ads, they believe on complete mouth advertisement. We cannot see any hoarding of the Coffee Cream more than two in the Kottakkal Market. It is the one of the weakness of their marketing because by this they cannot attain or aware the preferred customer or their segmented customers. They are very good at providing their service and the  products at the best in the market. Even the most established companies are providing the advertisement for their products in the market to attract the customers. So, in my opinion, the first one is need to be in the refreshment of the marketing strategies in the Coffee Cream. So, for this we can put the strategic marketing concept to the Coffee Cream to provide a competitive advantage in the market. If they do not go for a Strategic Marketing, the organization will face a loss of strategic direction in the organization and they will lose their targeted customers. Coffee Cream is now only practising the tactical marketing as they only focus on how to built the sales generation from the current market. If the Coffee Cream is only focus on the tactical marketing, they will fail to create a competitive advantage in the market. By adopting the strategical marketing in the Coffee Cream, they will get the three orientation in their organization. The first one they will get the customer focus as they do the STP and it could help in putting the investment and effort only in these targeted customers which could help to increase the cost and the built the brand image on the sector. Also, by aligning the whole organization towards the organizational goals by interdepartmental orientation helps in efficient achievement of the organization. Also, the strategic marketing could increase the
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