| Marketing Strategy |
Learning Outcomes:
- Explain the role of marketing and how it interrelates with other business units of the organization.
- Compare ways in which organizations use elements of the marketing mix to achieve overall business objectives.
- Produce a marketing plan for an organization that meets marketing objectives.
- Develop a media plan to support a marketing campaign for an organization.
Scenario
The marketing world is becoming more and more focused on directly connecting with consumers and making the marketing experience more personal. Consumer marketing managers lead teams of marketing agents through the successful implementation of a marketing campaign creating value for customers in order to capture value from customers in return. Today’s marketers must be good at creating customer value and managing customer relationships.
Outstanding marketing companies understand the marketplace and customer needs, design value-creating marketing strategies, develop integrated marketing programs that deliver customer value and delight, and build strong customer relationships. In return, they capture value from customers in the form of sales, profits, and customer loyalty.
You are the manager of the marketing department in a company that specializes in producing a variety of drinks. Your head manager asked you to open in a new Arab market that has a poor nature like Egypt or Yemen.
In addition, your head manager wants to launch a series of cafés that only offer the products available in your company within the mentioned regions and needs you to set a marketing strategy and to also modify your marketing mix to set up this project to be able to meet the needs and wants of those markets. Your company also segments its consumer market based on consumer age and consumer beliefs within certain countries and cities. All may be categorized under one of four main approaches, which are:
- Geographical Segmentation
- Demographic Segmentation
- Psychographic Segmentation
- Behavioral Segmentation
As part of your job, you have been asked by your head manager to provide information about the market of your company which is considering the expansion of their business in a nearby Arab country next year. You should include the explanation of the concept and function of marketing and also the analysis of the role of marketing with the critical analysis of the external and internal environment in which the marketing function operates.
Additionally, you need to compare and review tactical strategies and evaluate the marketing mix to achieve overall business objectives. You also need to develop and produce a detailed tactical marketing plan and also produce and devise a justified integrated multimedia plan based on quantity and qualitative criteria.
