[Marketing Strategy for International Diplomatic Supplies (Ids) Ltd]

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ACKNOWLEDGEMENT

I would like to express my thanks to my advisor, for his suggestions, comments, patience and understanding. Very special thanks to my parents, my father, my mother, my brother and my sister who were continuously supporting me throughout my life and leaving me free in all my decisions. I would also like to thank my colleagues for his technical support whenever I needed. I would like to thank to Department, all the university managers, teachers and students with whom I have worked.

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DECLARATION

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Abstract

In this study, we try to explore the concept of “Marketing Strategy” in a holistic context. The main focus of the research is on “Marketing Strategy” of International Diplomatic Supplies (Ids) Ltd. The research also analyses many aspects of Marketing Strategy and tries to gauge its effect on the company. The focus of my research is to create a marketing strategy for the company who operate globally in a 'niche' market. It will look at relationship marketing, analyze possibilities for introduction of more services to its stakeholders also test business case and ideas, associated with its market demands.

Table of Contents

CHAPTER 1: INTRODUCTION1

CHAPTER 2: LITERATURE REVIEW2

Design of the Competitive Intelligence3

Establishing the System4

Effective competitive Intelligence4

Research Objectives and Questions5

CHAPTER 3: RESEARCH METHODOLOGY6

Research Design6

Research Data Collection and Analysis7

Time Scale7

CHAPTER 4: EXPECTED CONCLUSION8

Preliminary Results and Expected Conclusions8

References10

Bibliography12

CHAPTER 1: INTRODUCTION

The study will provide the company, operating in a niche market, with substantiated by research marketing strategy and thus it will contribute to academic and professional knowledge. It will evaluate its current marketing activities and suggest areas for future growth and development in respect of its marketing worldwide. The Intention of the project "Marketing strategy for International Diplomatic Supplies Limited" is to combine relevant academic knowledge and marketing tools to enable critical reflection upon future development of company's activities and its product portfolio.

International Diplomatic Supplies (IDS, company's website www.i-d-s.com) was founded in 1997, as a duty free supplier of alcoholic drinks, tobacco, cosmetics, perfumes and luxury products to the diplomatic corps in London. The company is one of the duty free suppliers to embassies and diplomatic missions across London with branches in Paris and Dubai serving diplomatic community worldwide. Since then, the company has expanded both in its product portfolio of leading global product brands and its international distribution chain. During initial meetings with the management of the company it became apparent, that IDS is growing fast, however, it is lacking well defined marketing strategy. Hence, a thorough analysis with suggestions on how to improve in this area is the primary objective of the project. Bearing this in mind, research will be directed at mapping its ...