Case Study: H.J. Hinchell Limited

Case Study: H.J. Hinchell Limited

Introduction

H.J. Hinchel Ltd is a UK food processing manufacturing company and they deal in can food industry and their main products are Baked Beans, canned soups and baby food. The organization has employed about 5000 employees on its two locations. H.J. Hinchell Limited is a traditional, paternalistic but autocratic employer. A majority of the work force are long service employees. Members of the same family, working for the company is common. This often covers second or third generations.



Task 1

Discuss the role of strategic marketing in an organisation

In General, strategic marketing is a method of selling directly to customers without enabling, distributors or traditional retailers. Strategic marketing is used to identify the customer needs and create a marketing plan to satisfy the needs. The plan of strategic marketing includes what type of marketing programs will be implemented (Palmer, Cockton and Cooper, 2007). H.J. Hinchel Ltd uses the strategic marketing to prepare a plan to reach the customers and satisfy them by maximising the profit and production. The main role and vision of strategic marketing is to increase the performance of organisation through better marketing methods. In strategic marketing, the satisfaction of the customer is the main part. Strategic marketing can also improve the business in a better environment. It is used to identify the needs to customers and prepare a marketing plan to maximise profit and satisfy the needs.

Explain the processes involved in strategic marketing

Strategic marketing is a continuous process of developing marketing strategies taking into consideration the constantly evolving trends in a business environment and by giving utmost importance to customer satisfaction. It helps the organization to achieve competitive advantage and sustain it over a longer period of time (Mullins, Walker and Boyd, 2009). H.J. Hinchel Limited used to perform the strategic marketing process which has 3 phases. It includes planning, implementation and control. All the 3 phases are equally important for achieving the marketing strategy of the organisation. Planning is to perform the SWOT analysis. It will help the organisation to determine the current situation in the market. This analysis is about understanding the internal and external factors of organisation. This information is about planning and setting the marketing objectives and goals. And it is important to identify issues and attitudes related to the organisation. These all steps are identified and carefully implemented and controlled effectively and efficiently by this organisation.

Evaluate the links between strategic marketing and corporate strategy

Corporate Strategy is nothing but the direction of the organisation. Its main objective is to achieve the success of organisation in the long term. It is also focused to involve and expect changes in the organisation which is a flexible strategy. The development of corporate strategy includes framing the scope of the organisation and its purpose. And this can be analysed through a SWOT Analysis (Mukerjee, 2007). Whenever we are making analysis for strategic marketing we perform SWOT which is based on strength, weakness, opportunities and ...