Order Description
Marketing is at the core of business. Outperforming the competition requires solid marketing knowledge and precise marketing decision making. An organisation’s positioning, and the positioning of its products and services, depend on the formulation and implementation of intelligent and well-informed strategic marketing plans.

Your multinational appliance company wants to stay competitive and is continuously adjusting and adapting its customer approach to meet changing needs and expectations. Recently due a rise in heart disease in the country, the company has come up with ‘Air Fryers’ where cooking oil is not required to fry products. The hot air will fry products thus reducing the negative effects of deep frying and allow foodies to enjoy. This will impact deep fry cookers and appliances. You are required to discuss the learning outcomes in perspective of this scenario.

Q.1 Discuss the role of strategic marketing in an organisation

Q.2. Explain the processes involved in strategic marketing

Q.3. Evaluate the links between strategic marketing and corporate strategy

Understand the tools used to develop a strategic marketing strategy :
Models: organisation, industry and market environment situation analysis; Porter’s Five Forces model; structure, conduct and performance; SWOT (strengths, weaknesses, opportunities, threats) analysis, STEEPLE (social, technological, economical, environmental, political, legal, ethical) analysis, PEST (political, economic, social, technological) analysis, marketing audit; portfolio analysis techniques eg BCG matrix, Product Life Cycle model, Ansoff matrix

Links between strategic positioning and marketing tactics: strategic positioning, defining the future position, information collection, analysis, choice of strategy, implementation, monitoring; links to strategic plan eg internal growth, market penetration, market development, product development, marketing tactics; product tactics eg selection, range, quality, branding; price tactics eg skim pricing, penetration pricing, cost price, market price, price discrimination; promotion tactics eg customer loyalty schemes, product sampling, dealer loaders, extended credit, point of sale (POS) materials; place tactics eg distribution channels, transport management, stock and handling, run through times, terms of delivery
Q.1. Assess the value of models used in strategic marketing planning

Q.2. Discuss the links between strategic positioning and marketing tactics

Q.3. Analyse the merits of relationship marketing in a given strategic marketing strategy

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Q.1. Use appropriate marketing techniques to ascertain growth opportunities in a market

Q.2. Plan how to use marketing strategy options in a market

Q.3. Create appropriate strategic marketing objectives for a market

Q.1. Report on the impact of changes in the external environment on a marketing strategy

Q.2. Conduct an internal analysis to identify current strengths and weaknesses in a marketing strategy

Q.3. Propose strategic marketing responses to key emerging themes in a marketing strategy

A.3 By identifying the following KPI’s in Omeir Travel marketing themes, we start with categorizing the marketing channels into;