STRATEGIC MARKETING

Strategic Marketing

Table of Contents

CHAPTER 1: INTRODUCTION3

Background of the Problem3

Purpose of the Study3

Core Theory4

Research Questions5

Research Hypotheses5

Context of the study5

Significance8

CHAPTER 2: LITERATURE REVIEW9

CHAPTER 3: METHODOLOGY18

Data Collection Methods19

Methods of Analysis20

Ethical Considerations22

Limitations23

Action plan23

Timescale23

Budget24

References25

Appendices31

CHAPTER 1: INTRODUCTION

Background of the Problem

A marketing strategy is the mean by which a marketing objective is to be achieved. Most marketing strategies are related to marketing level or schedule related to cost, competition, customers. Determinations are the internal and external condition that determined management choice of marketing strategies. Each strategy is defined by the role marketing play in the product's marketing strategy. Determination of marketing can be determine under various situations, therefore various marketing strategies is been organized the ten strategies into four marketing situations. 1. New Product 2.Competitive 3. Product Line and 4. Cost based marketing. From numerous studies it has been found that Cost - based marketing is an inward oriented strategy, involving company and product considerations, while the other nine marketing strategies generally have a an outward orientation, focusing on the customer and competitors .over 38 per cent of managers responding used a combination of cost-based and one of the other nine market based strategies, which depend on the current status of the company. Out come of the study is that the most popular marketing strategy used by maximum numbers of retail companies is cost -based marketing. The aim of the study is to analysis the organizational implications of pursuing 'marketing' as a strategic initiative. This study organizes the existing theoretical marketing research in to a new two-level framework for the organisational marketing.

Purpose of the Study

The way and means of doing business have been changing rapidly over the year and these changes are effecting organisations profit level in different ways , As higher level of competition been faced by all organisations therefore organisation are trying to make a strong hold in the market by adopting different type of marketing strategy at right time to compete others. Therefore the primary aim of the report will be to find out how today's organisations are using various type of marketing strategies to gain high profit level as well as high market share.

Core Theory

Marketing is often conceived of as the process of identifying and meeting customer needs and wants over time. It tends to view technology as a means, a means to the end of meeting user requirements. Certainly, this is how technology is both conceived and perceived in today's markets. The "marketing concept" tends to see technology in the form of products and services primarily as a means to the laudable end of producing a satisfied customer. However, this focus has sadly led marketers to devalue a deep understanding of technology and its effects. As Taylor argues:

"Today as technology moves into mass markets, marketing has moved away from this understanding of the technology to purely an understanding of branding—branding as naming and promotion only…The most common complaint I heard about marketing people is that they don't understand the ...