strategic marketing dissertation sample

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TABLE OF CONTENTSINTRODUCTIONACTIVITY 1Assessing the role of strategic marketing in organizationAnalyzing the relationship between corporate and marketing strategyAnalyzing the ways to develop marketing strategyAnalyzing the choices and decisions that are to be made at corporate levelAssessing the impact of these decisions at business and function levelAnalyzing approaches to the competitive positioning of enterprise

ACTIVITY 2Evaluating the approaches to internal environmental analysisEvaluating the approaches to external environmental analysisExplaining the ways of integrating internal and external analysis

ACTIVITY 3Assessing the range of strategies that can contribute to the businesscompetitive advantageAnalyzing marketing communication strategiesAnalyzing and implementing the marketing tactics

CONCLUSIONREFERENCES






INTRODUCTIONStrategic marketing provides direction by which firm creates their plan

for the purpose of attaining different types of objectives such as raising thecustomer satisfaction and improving the organization's profitability (Strategicmarketing, 2015). The report is based upon varied types of case scenarios.However, all these case scenarios focus upon main objective which is ofdeveloping the strategic marketing plan for the prospective clients. In thisregard, report will showcase the ways of analyzing tactical marketingdecisions which is being taken by the organization. Furthermore, the reportwill also provide a detailed description regarding the range of marketingstrategy that can be implemented to contribute in the competitiveadvantage.






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ACTIVITY 1The information pack is produced for the prospective new clients of

TMS (Total marketing solution) that are associated with the hospitalityindustry and named as Ritz Carlton and hotel Hilton. The pack produced willcover the following points:

Assessing the role of strategic marketing in organizationThe concept such as strategic marketing plays a crucial role within

organization like Ritz Carlton and Hotel Hilton. Strategic marketing has therole to streamline the product development process of firms. It is becausemarketing strategy begins with the marketplace research wherein itconsidered the needs and demand of target buyers (Role of strategicmarketing, 2015). Thus, on the basis of these assessed needs and demandonly, cited enterprises carry out the development of effective products andservices. Through this way, firm can perform necessary improvements intheir sales and profitability related condition. In addition to this, strategicmarketing assists the firms with regard to build up the positive image aboutthe brand in minds of buyers. In this context, it has been seen that the typeof marketing strategy which is being selected by the firm possessessignificant impact on the mind of customers. For example, the use of modernand high tech promotional means by Ritz Carlton develops an effectiveimage among customers (Brookes and Palmer, 2003). Here, buyers decvelopthis type of image about the firm in their mind that they are using theservices of that particular organization which understands the needs andimportance of modern and high tech means. Thus, it can be said that thegiven concept has greater importance within enterprise.






Analyzing the relationship between corporate and marketingstrategy

There is a relationship exist between the corporate and marketingstrategy of firm. In order to explain about the same, examples from the citedhospitality organizations are drawn. In accordance with the given context, onthe basis of analysis, it has been found out that Ritz Carlton has the missionof providing genuine care and exceptional services to the customers thatresult into high profits. In order to perform the same, at first, manager of thecited firm has to give information to its buyers regarding the type of goodsand services which is being offered by it. However, with an aim to achievethe given goal, manager of Ritz Carlton has to take assistance from variedmarketing promotional tools and techniques such as television, print mediaand social networking sites etc. (Daniels and Radebaugh, 2006). This isbecause, by using these given specified means only, hotel can attract largenumber of buyers towards its services. As a result of it, the mission ofcorporation can be met that is of increasing the profits of organization.

Likewise, for instance, Hilton has objective to enhance the satisfactionof its buyers by introducing new services in the market. The objective cannotbe met by the firm if it would not have assistance from the marketingdepartment. It is due to the fact that it is the marketing department only thatconducts research upon the country where firm functions its operations. Theresearch as being conducted by marketing department helps the enterprisewith regard to assess the specific new area of services where it can explore(Gilmore, 2011). Thus, it can be stated that the marketing and corporatestrategy are inter-related and interconnected to each other. In order toclarify it more it can also be said that the manager selection with respect tothe type of marketing means also depends upon its corporate strategy. For






example, hotel Hilton has introduced some services for the young buyers.Thus, in order to give information about the services to the respective buyers,cited firm will use the marketing mean such as social media websites. This isbecause, these are the websites which are mostly being used by the youngcustomers. Thus, by selecting the given marketing strategy the framedcorporate goal of firm will be met.

Analyzing the ways to develop marketing strategyNumber of steps are identified that can be used by the prospective

clients of TMS with an aim to develop an effective marketing strategy withregard to the products and services being offered by them. The detailedexplanation regarding the assessed steps is depicted as below:

Define about the products and services which are beingoffered by the firm: At the first step, marketing manager of RitzCarlton and Hilton hotel has to give proper explanation regarding thetype of products and services which are being offered by it. This isbecause, on the basis of given information only, an effectual marketingplan can be developed by the marketing managers.Identifying the target customer: In the next phase, marketingmanager of cited corporations have to gather the informationregarding the type of customers which they will be going to target forthe particular goods and services (French, 2009). For any firm, it isessential that it must improve its knowledge with respect to the targetcustomers. This is because; the type of marketing tactic which is beingselected by the firm largely depends upon the buyers which it will begoing to target.Gathering the information about the competitors: It is importantfor the firms that are to gather the information about the competitors






as it helps in the selection process of an effective marketing tactic. Forexample, manager of Hilton hotel has identified that its competitor isusing the social networking websites in order to attract the buyerstowards its services. Then, in this condition, Hilton should also adoptthe given tactic. This is because; lack of adoption by firm will lead tohamper the sales and profits of organization in a negative way.Deciding the marketing budget and selecting suitablepromotional mean: Finally, in the last step, appropriate budget forthe organization will be set. Thus, as per the predefined budget only,an appropriate promotional mean will be selected by the citedcorporation (Berthon and et.al., 2012). For example, if Hilton has setvery high marketing budget then, in this condition, it can use thecombination of different promotional means in order to carry out thepromotion of its goods and services.

Analyzing the choices and decisions that are to be made atcorporate levelDifferent types of choices and decisions are assessed that are being

made at the corporate level. Setting the vision and mission of company isbeing regarded as one of the significant decisions that are being made at thegiven level. For firms like Ritz Carlton and Hilton hotel, it is necessary to formthe vision and mission of firm. This is because; through this way only,direction of corporation can be set. In addition to this, at this level, managersof cited corporations have to make decision with respect to the type ofstrategy which it should choose. In order to make this decision, enterprisesgenerally take assistance from the approach such as Ansoff matrix (Ho,2012). The tool is effective as it presents strategic choices among companieslike Ritz Carlton and Hilton hotel. Here, by selecting the suitable option,






enterprises can increase their sales and profits. Ansoff matrix possessesvaried types of tactical choices such as product development, marketdevelopment, market penetration and diversification etc. The decisionrelated to all these given factors are taken at the corporate level.Furthermore, the individual who resides at this level also takes decisionregarding the ways of attracting the customers. For the purpose to take thisdecision, assistance is being taken from the porter’s generic model. Thismodel includes the tactics like differentiation and cost leadership etc.Appropriate strategy is selected by the individuals of corporate level afteranalyzing the conditions that are prevailing in the external and internalenvironment of company.

Assessing the impact of these decisions at business and functionlevelFunction and business level includes the departments like HR, finance,

operations and marketing etc. that performs the particular type of job. Thedecision taken at corporate level causes necessary impact upon thefunctions which is being carried out by the given departments. For instance,the corporate level team of Ritz Carlton has taken decision to choose thediversification related strategy wherein it has decided to expand itsoperation in the retail sector. In order to fulfill the given mission, citedcorporation has to take the help from different functional and business leveldepartments (Jones, Suoranta and Rowley, 2013). There is the requirementof recruiting more employees that will be raised if hotel opts for thediversification related tactic. However, the need related to the workers canbe met by it with the help of its human resource department. In addition tothis, since hotel is expanding its operations in the new sector thus, there isneed to give information about the same to customers is being raised in






front of Ritz Carlton hotel. This objective can be fulfilled by the cited firmwith the use of its marketing department. Thus, it can be said that thedecision taken at corporate level molds the work which is being carried outby other departments.

Analyzing approaches to the competitive positioning of enterpriseVarious types of approaches are analyzed that can be used by the

manager of both given firms in order to build their competitive position in themarket. One of the approaches can be setting clear and attainable goals andobjectives of hotel. The success of firm largely depends upon the objectiveswhich are being set by it. This is because, on the basis of framed goals only,direction of firm can be maintained and this will help in enhancing the profitsand sales of firm effectively. In addition to this, with an aim to buildcompetitive position, firm like Ritz Carlton and Hilton hotel can introduceitself as the leader of particular market (Martin and Isozaki, 2013). Here, inorder to become the market leader of specific market, managers of citedfirms has to carry out his/her efforts in terms of reducing the prices ofservices which are being delivered by them. This is because; through thisway only, organization can develop the difference between services whichare being offered by it and its competitors.

Moreover, hotels can gain the competitive advantages by adoptingniche marketing tactic. This tactic entails that firm should focus upon thesmall section of customers which it wants to target (Proctor, 2014). Forexample, Ritz Carlton and Hilton are luxury hotels that targets premium classcustomers who are able to pay high prices for their services. Thus, giving theservices to elite customers is being regarded as the competitive advantagefor both the given firms.






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ACTIVITY 2In this section, short training program is designed for the prospective

clients of TMS which will cover the following points:

Evaluating the approaches to internal environmental analysisFor the firms like Ritz Carlton and Hotel Hilton, it is essential with

regard to carry out the analysis of its internal environment while making anydecision. However, this can be performed by the cited corporations throughusing approaches like value chain and resource based analysis etc. The firstapproach is of value chain analysis which is the useful tool that defines aboutthe firm's core competencies and activities. This chain divides the wholeactivity of firm into two parts such as primary and supportive (Value chainanalysis, 2015). This chain is effective as it describes about the particularprocess which can be adopted by the firms like Ritz Carlton and Hotel Hiltonin order to add value to the services. Here, primary activities involvesinbound logistic, operation, outbound logistic, marketing and services etc.With respect to hotel Hilton, inbound logistic will be all the efforts which isbeing put up by its employees with an aim to accomplish the goal andobjective of corporation in an effective way. The outbound logistic of givenefforts will be seen in the form of high customer satisfaction. Besides this,there are some supporting activities are also available which plays crucialrole in the success of hotel. It involves HR, infrastructure, technology andprocurement etc. These all provide support to the strategic goals andobjectives of firm. However, it has been evaluated that the approach provedto be ineffective when some changes occur in the external environmentwherein firm needs to change its process with an aim to add value to theexisting services.






Furthermore, resource based approach assists the corporation toidentify its resources and capabilities. Both these information plays a crucialrole in the process when organizations formulate their marketing strategy.For example, by conducting the resource based analysis, manager of RitzCarlton can assess that whether it possess a significant amount of resourcesin the form of HR and finance in order to meet its marketing goal or not. Here,on the basis of given information, varied decisions will be taken by theenterprises (Tamilia, 2009).

Evaluating the approaches to external environmental analysisTwo basic types of approaches to the external environmental analysis

are identified which is PESTEL and competitor analysis. The tool such asPESTEL is effective as with the help of this, hotels can gather the informationrelated to different factors that might create hurdles in the process ofdeveloping and implementing marketing plans. In addition to this, with thehelp of given approach only, hotels such as Ritz Carlton and Hilton cangather thorough information regarding market. This assists the corporationto make selection of an appropriate marketing tactic (Wilson and Gilligan,2012). However, the tool such as PESTEL analysis only provides descriptionregarding the different factors that may influence the operation of firm. Thegiven tool does not give information regarding the tactic which needs to beadopted by the cited firms with an aim to deal with the given factors.

Furthermore, performing competitor analysis is another approach ofanalyzing external environment. With the use of this tool, both hotels cangather the detailed information regarding the competitors of company (West,Ford and Ibrahim, 2015). Moreover, firms can also improve theirunderstanding related to type of tactic which is being adopted by theirrivalries. In addition to this, by conducting the competitor analysis cited firmcan set its direction towards the right approach. Thereby, it can perform






improvements in its own sales and profits in an effectual way. In addition tothis, the given type of analysis will also provide opportunity to the cited withregard to mark an effective presence in the competitive businessenvironment.

Explaining the ways of integrating internal and external analysisBesides conducting the separate analysis of both internal and external

environment, it is impossible for the organizations to make the decision onthe basis of one particular component only. Thus, there is the need to formintegration between given analysis. However, with the use of technique likeSWOT analysis, an effective integration can be established by the hotelsbetween both given environment (Giannakis and Harker, 2014). For instance,strengths and weaknesses related factor provides description regarding theinternal affairs of company. However, components such as opportunities andthreats look after the external environment of company. Thus, by using thegiven tool, manager of Ritz Carlton and Hilton hotel can take some strategicdecision about its operations. Thus, firm can carry out necessaryimprovements in their sales as well as in the market share. In addition tothis, hotel has achieved integration between given environment. It is beingdone by it by forming the connection between both internal and externalinformation. For example, if firm has identified through the competitors'analysis that its rivalries are launching new services in the market. Thus,with an aim to compete with its competitors cited firms will also have tointroduce new services in market. However, with an aim to perform the sameit will have to done the internal analysis. For example, by conducting theinternal analysis it has been identified by the manager that it do not possessgood team of skilled employees who can launch the services as beinglaunched by its competitor. Then in the given circumstance significantmeasures will be taken by cited firm.







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ACTIVITY 3Finally, in this section, a report is prepared which needs to be given to

the client of TMS.Assessing the range of strategies that can contribute to the

business competitive advantageThere are different types of marketing strategies which are assessed

that manager of Ritz Carlton can use in order to gain the competitiveadvantage in market where it is operating its operation. The detailedexplanation with respect to the same is depicted as below:

Segmentation: The given strategy divides the total market of firminto varied sub segments. This tactic can be used by Ritz Carlton withan aim to perform an appropriate segmentation of its services (Payneand Frow, 2014). In order to perform the same, it can use thedemographic basis segmentation in which criteria like age, gender andincome is used. For instance, hotel can divide its services on the basisof income of buyers. Here, services with additional benefits can begiven by the firm to those buyers who belong to the high income class.Targeting: In order to gain the competitive advantage, the type oftargeting strategy which is being selected by company plays a veryeffective role. For example, Ritz Carlton can use differentiatedtargeting tactic wherein it can frame different types of promotionalmessage for varied types of buyers.Product innovation and development: It is another method thathotel can adopt with an aim to build distinct image of its services. Inthis regard, Ritz Carlton can introduce such type of services in its firmwhich has not been introduced by any of its competitor. Hence, it can






achieve success in the market which is highly competitive in nature(Nasir and et.al., 2013).

Analyzing marketing communication strategiesVaried marketing communication strategies are analyzed that can be

adopted by manager of Ritz Carlton with an aim to spread the informationabout its services among respective buyers. The detailed explanationregarding the same is depicted as below:

Use of social media websites: Ritz Carlton can adopt this tactic if itwants to reach among the large number of buyers that resides invaried nations. This is because; the social networking sites likeFacebook and Twitter become the global platform which helps informing the interaction between individuals who belongs to differentnations. By using the given mean, hotel can attract large number ofcustomers (Green, 2012).Placing ads on television: This can be used by Ritz Carlton with anaim to target the particular group of customers. For example, hotelwants to attract high and middle income class customer towards itsservices. Then, in the given circumstances, firm can place its ads in thechannels like travel and living (TLC) which is being seen by the giventype of customers.

Analyzing and implementing the marketing tacticsBy designing the suitable process, framed marketing tactics can be

implemented by the firm:Assessing the organization objective: At the first step, manager ofRitz Carlton has to make the decision regarding particular enterpriseobjective which it wants to achieve. For instance, hotel has an aim toincrease profit within given specified time limit (Amasaka, 2011).






Selecting the suitable marketing tactic: In this step, an effectivemarketing tactic needs to be selected by the firm. For instance, inorder to attain the given objective, hotel has selected the socialnetworking sites that are related with marketing communication tactic.In addition to this, in order to achieve the given goal some othermeans will also be used by the manager of cited firm. It consists ofnewspaper, magazines and television advertisement etc. By placingads in all the given means large number of buyers can be attracted bythe hotel.Selecting the marketing team: Here, organization has to make thejudgment that whether it possesses the team of skilled humanresources or not who have the capability with regard to place thefirm’s ads in the social networking sites. For example, if organizationhas identified that it do not have such type of skilled team then inorder to deal with such condition, firm will require organizing trainingand development programs for its marketing workers (Panda andMishra, 2012).Implementing the selected strategy: After performing all thesegiven operations at that last phase, cited organization will carry out theimplementation of selected tactic. Thus, the objective of the firm whichis being discussed in the first step will be met.







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CONCLUSIONIt can be concluded from the given report that it is required by the

managers that they must improve their understanding regarding differentprinciples of tactical marketing as it will help the firm in the process ofachieving goals and objectives of corporations in an effectual manner. Inaddition to this, in order to attain the competitive advantage, differentmarketing strategies play a very crucial role. Moreover, it has also beenassessed that the corporate and marketing tactics of organizations areinterrelated and interconnected to each other.







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REFERENCESBooks and Journals

● Amasaka, K., 2011. The Validity Of Advanced TMS: A StrategicDevelopment Marketing System-Toyota’s Scientific Customer CreativeModel Utilizing New JIT. International Business & Economics ResearchJournal (IBER).

● Berthon, P. R. and et.al., 2012. Marketing meets Web 2.0, social media,and creative consumers: Implications for international marketingstrategy. Business Horizons.

● Brookes, R. and Palmer, R. 2003. The New Global Marketing Reality.Palgrave McMillan Ltd.

● Daniels, J. D. and Radebaugh, L. H., 2006. International Business:Environments and Operations. Addison Wesley.

● French, S., 2009. Critiquing the language of strategic management.Journal of Management Development.

● Giannakis, D. and Harker, M. J., 2014. Strategic alignment betweenrelationship marketing and human resource management in financialservices organizations. Journal of Strategic Marketing.

Online

● Role of strategic marketing. 2015. [Online]. Available through:<http://smallbusiness.chron.com/importance-marketing-strategy-organization-65269.html>.

● Strategic marketing. 2015. [Online]. Available through:<http://www.strategicmarketing.com/>.

● Value chain analysis. 2015. [Online]. Available through:<http://www.netmba.com/strategy/value-chain/>.




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