Marketing to meet strategy

Essay by baharsylvieUniversity, Bachelor'sB, July 2004

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Executive Summary

" The enigma of marketing is that it is one of man's oldest activities and yet regarded as the most recent of the business discipline" Michael Baker - 1976

The true concept of marketing is an exchange based upon mutually satisfying relationships in which both parties get what they want.

This assignment is aimed at providing a clear and methodical approach to determine if marketing concepts could meet the strategic objectives. It will focus on the viability of that project from the market prospective in view of the organization strategic objectives with recommendation for the basis on which the project would proceed. It looks at a growing company operating in the food service industry in the city of Dubai in the United Arab Emirates.

It aims at examining the marketing options available to face a very competitive environment in a changing world. In addition, this assignment is proposing a marketing strategy, along recommendations to be submitted to the management.

The objective is to answer the following fundamental questions

(Ref : Strategic Marketing Management by Wilson & Guilligan)

Where are we now ?

Where do we want to be ?

How might we get there ?

Which way is the best ?

How can we ensure arrival ?

The components of a marketing strategy are as following:

Organization mission, goals and corporate strategy

Organization opportunities and capabilities (environment scanning, customer and competitor analysis, capabilities and resources)

Strategic objectives (growth with a low-cost and focus strategy)

Target market strategy and brand positioning (market segmentation, differential advantages)

Marketing objectives

Marketing programs for implementation (marketing mix)

Performance assessment and benchmarking (unstudied. The product has not yet been manufactured . April 2004)

To analyze this company, the following research methods have been used.

Research is a systematic search for information. It is a...