Strategic Marketing

Marketing Strategy: Strategic Success through Marketing

Table of Contents

Acknowledgement3

Executive Summary4

Strategic Marketing: Strategic Success through Marketing5

Introduction5

Research Methodology5

Research Design6

Background Information7

Industry Background7

Company's Background7

Product8

Company Mission8

Company Vision8

Strategy & Marketing9

External Environment and Competitor Analysis11

Market Segmentation and Options Analysis11

Strategic Marketing Plan17

Recommendations21

Conclsuion23

References26

Acknowledgement

Writing this thesis has been very demanding, challenging and time-consuming, but also remarkable, informative and above all fun. Nevertheless, it feels great to have finally completed my thesis and I am now looking forward to a nice relaxing period for recovering. It has been both advantages and drawbacks with the limited amount of earlier research conducted within this area, even though I faced serious troubles but sometimes the advantages of this research luckily were in my favor and have made this research both challenging and interesting.

I would like to thank my supervisor -------, professor at -------University, who has been great in guiding my through this thesis, helping me through the difficulties I faced during the entire process and motivated me to work hard. Furthermore, I would like to thank all my friends, for their contributions by sharing their perceptions and opinions with me. Above all I would like to thank my family and teachers that provided me with valuable and constructive criticism.

Executive Summary

Marketing research comprises one of the most important and fascinating facets of marketing. It links the consumer, customer and public to the marketer through information which is used to identify and define marketing opportunities and problems; to generate, refine and evaluate marketing actions; and to improve understanding of marketing as a process and of the ways in which specific marketing activities can be made more effective.

Strategic Marketing: Strategic Success through Marketing

Introduction

This report analyzes the case Ingie Etoile Readymade Garments: Fast Fashion and the problems associated in Dubai. The report covers the detailed study of Ingie Etoile Readymade Garments's:•Situational Analysis, which includes factors such as the environment, industry, SWOT analysis, and marketing strategies.

Research Methodology

This assignment looks into the research of the market potential of a chosen product, concentrating mainly on the primary research and developing a research methodology. The research will be conducted for the company Sony Ericsson; the product is a brand line extension for the mobile phone market that is to be integrated into the gaming market. This product will offer the consumer the ability to use their mobile phone as a gaming device and play against other users via Bluetooth and GPRS. At present, the only company selling this type of product is Sony, with their product N-Gage.

Research Design

The research design that will be carried out is the exploratory research; this is due to the nature of the research being an attempt to gain insight and understanding to consumer behaviour and attitudes as opposed to the conclusive research. The type of exploratory design will be focusing on qualitative exploration. Qualitative exploration is chosen because of its ability to understand the consumer and the level of interaction it has with them. The reason for choosing qualitative research as opposed to qualitative research is that this is a launch of a new product, so it ...