1

Role of strategic marketing in the organization

Marketing is the function in the organization, which perform an experience enhancement role in
the organization because with the help of marketing we convey our ideas related to our product
and services that what quality and which type of product and services we are selling. Without the
marketing, we cannot capture the customers and cannot retain the customers because strategic
marketing put the important role in the organization. In addition, the main feature of the strategic
marketing is to enhance the ration of the buyer and capture the new customer and the business
clients as well as the increase the ratio of the investor and shareholders in the organization due to
the increase in the revenue of that organization. Because all the competitor are deal with the
same feature of the product but marketing tell us different strategies that how to differentiate
their product from others. Without the attractive marketing, the customer will not tend to buy
your product that is why the marketing is the things, that tell about the features and the result of
your product (Deng, 2014) .

Relationship between corporate and marketing strategy

The major difference between corporate and marketing strategy is that the corporate strategy
focus on the profitability of the organization but on the other hand, the marketing strategy is that
to increase in the ratio of buying and selling the product and services. Corporate strategy is work
for the organization structure that how to make more profit, how to reduced the debts of the
organization. However, the marketing strategy we decide the four ps that what is the price of the
product, how to promote the product and which will be placement of the product, which will
capture more customer so that the marketing strategies are used for the customer awareness.

How marketing strategy is developed

For the development of the marketing strategies firstly need to know about the business and
industry where you are working.

Define the market
2

Firstly, define the market that in which market you are working so according to the market you
can define the thing you have to learn for a successful business
Second, learn about the market which types of thing are important for the survival in the market.
after the analysis of your product then you can identifies the advantages and disadvantages of his
product because many business are also running in the market that is why they have the need to
know about the positives point and competitive points of his product which totally differentiate
your product from others. Therefore, after the whole analysis, you need a marketing strategy that
will be help in the capture of customers because without the customers you cannot survive in the
market because customers are important for the running of the business (Silk, 2008).
The marketing strategy of the business should be unique because marketing is gives the
impression about the product and services of your organization product. So with the help of the
marketing strategy the organization tell about that how to do all the thing in the organization and
which step will be follow to increase the buying and selling ratio of the organization.

Offerings and Branding is important things, which deliver the message that, what we are
offering of which quality.
Without the Value & satisfaction, no business can run efficiently that is why they have
the need to do business according to the needs and the customer satisfaction
for the specialization in their area so the organization have to maintain the Relationships
& networks with the audience, so create a good structure as well as hire the customer
relationship manager who will advertise your product in the market.
for the marketing of the product the organization have to decide the good marketing
channels like online advertisement, television, radio and other channel which the
customer like to spend more time on which social media.
For the marketing of the product, the organization must know about the Competition and the
competitor in the market (Edelman, 2013).
So firstly, business spends a lot of investment for the understanding of customer needs, and
develop the research and development department which working on the customer need and find
the new different way to design the new product and services which customer like to buy as well
as differentiate your product from the market. Research and development department also find
3

upcoming trend and fashions, which ultimately effected on customers need that is why
companies us the proactive approach means that prepare their self for future. the main focus of
the customer relation manager is to find the customer perception regarding the product and
services and also find that when customer like to buy your product , which feature they liked or
not, why the customers buy your products as compare to their competitors.
For the good relation with the audience they needs the customer relationship manager who
capture the new customer by find their needs related to the product and services. Now a day
companies hire the employees for capture the new customers by introduced their product its job
like a marketing manager that how to market your product and services in front of audience with
the help of all process the organization develop the marketing strategy for the organization which
enhance the profit of the organization (Badi, 2014).
Analyze decision and choices that are made at corporate level
At the corporate level the top management made those strategies which help full for the whole
organization in which include the customers, business clients, employees as well as the
management of the organization so the organization take all the decision according to analyze the
each aspect of the organization
How these decisions influence marketing at business unit and functional level
Any decision from the side of the management related to the corporate strategy or may be for the
marketing strategy will ultimately affect on the whole organization at the business unit and the
functional level. For example, with help of the online marketing the demand of the product is
going to be high so the organization gives the instruction to the business unit to increase the
production of the product so ultimately it will be effect on the functional level of the organization
(Edelman, 2013).
Approaches for the competitive positioning in the organization
Marketing and corporate approaches gives the competitive edge to the organization that how to
deal with the resources of the organization because every business have their norm and values
which is used in the organization. The organizations, which have the quality product having the
latest technology and the creation of the new knowledge gets the competitive edge in the market.
4

Activity 2
Evaluate the approaches at the internal environment
In the internal environment all the things are involved which relate within the organization in
which involve the management of the organization as well as the employees of the organization
that is why the organization have to make the up dated system which provide the easiness to the
organization. So that the marketing approach firstly made in the organization which support the
internal activities of the organization because in the internal activities are involve all the problem
related to the organization and for the internal environment companies have to know about the
internal environment of the organization. in which we find that the company objective means
that mission and vision so according to the case study we analyze that the company focused that
how to make the good strategies which help full in all the situation. because it is industry that is
the trends is changed according to the passage of time that is why first identify the company
objectives through this we can find that the strength and weakness of the company and also
analyze the product line of the company.
The environmental analysis also called the external factor, which is prevailing in the market. The
consumer wants can be changed at any time due to the many internal as well as external factors
but the consumer behavior regarding the trend can be changed due to two components. One is
how much consumer like or dislikes your brand and second is consumer perception toward the
brand. Some time consumers have good perception related to your brand but due to some
external factor, they avoid to buy their products. These environmental analyses help to identify
the customers need and want in which include the cross culture, change in technology and the
customers norms and values which effect on the customer has needs and wants.
External environment
In the external environment, involve many things, which are given below.
Climate and culture
For the development of the business must be know about the business climate because the
business climate shows that the need and the wants of the customers in which involve all type of
5

the factors so the organization should analyze the external environment while making a new
strategy and culture on the country is also effected on their business strategies.
Culture is the representative of customers behavior, need and wants, and norms and values of
any person because cultures have the major impact on the human personality due to cross
culture, which is given below
Every country and every people have Different norm, value, and believes on these basis
the employees have conflict among them by understand about their norm, value and
believes
Every countries have Different religious, due to this people starting disliked to other
person due changing in the religious
All people have Different perceptions of each thing that is why miss match in the
perception lead toward the conflict among the employees
Languages and culture differences
All are the point are included in the needs and wants of the customer because its totally effect on
the consumers behavior while buying a product
Competitors
Competitor is also the external force, which push the organization in a way of competition. For
the development of the company to know about their competitor is more important because its
gives the motivation to the person that how to work in a competition so if we know about our
competitor then we can easily survive in the market.
Buying power
The buying power of the organization is depend upon the marketing strategy that how much they
attract the customers to buy the things. We can identify our customers with the help of pest
analysis in which we used different strategies to know about our customers. In pest analysis we
will be handle 4 point related to their customers. Political, economical social and technological
through this the company will be know about the targeted customers.

How internal and external environment is integrated
With the help of SWOT and PEST analysis, we can find the internal and external force so that
while making the strategies internal and external environment integrated with each other because
each strategy is made after identifying the internal and external forces of the company. In the
6

SWOT analysis companies identifies the threats and the opportunities, which are the external
force, which tell about the market structure (Silk, 2008).
Activity 3
Identified the range of strategies that contribute their competitive advantage
The organization gain the competitive advantage when provide the product and service to the
customer from their expectation then organization gain the competitive advantage so with the
competitive advantage they get the good reputation in the market. In addition, competitive
advantage provides the new ways to the customer that their product differentiates from the other
product and make the different strategies, which provide the sustainable competitive advantage,
which gives the value to the organization. For the good relation with the audience they needs the
customer relationship manager who capture the new customer by find their needs related to the
product and services. Now a day companies hire the employees for capture the new customers by
introduced their product its job like a marketing manager that how to market your product and
services in front of audience. There are three type of marketing strategies which gives the
competitive edge to the organization one cost leadership in which company offer their product at
low cost as compare to the other competition through which more customers are attract from
them. Second is differentiation strategy in which organization differentiates their product from
the market and those products are not available in the market due to have unique features. Coca
cola Is the example if the differentiation that they provide the unique taste to the customers and
charge the amount from the customers. The Quality control of the product is very important duty
of the manufacturing manager because the company have target to fulfill the customer demand
that is why manager have to manage the time of the production as well as the quality of the
product. last focus on the one area means that focus marketing strategy because they focus only
the one industry that is why they have to do the entire thing with the great specialization because
they customer satisfaction are more important for the business. In the niche marketing strategy
business, only focus on the specialties and the quality of the product and the customer know
about the company with the specialties of the things as well as with the name of quality and used
the good social medias which gives the help to identified the new customers. Every organization
must be work for identifying the needs of the customers.
In the segmentation, we analyze the common needs of the customer, which belongs to the
different areas. We can divide the marketing segmentation in to the different groups. In which
7

involve analyze the customers demographics, advertising in different areas ,customer motivation
related to buy their product, distribution channels that where to display the things and Customer
monthly income.
After the segmentation we target our customers that which type of customer we need that is why
we target the customer according to their income level and the demand of the customers
Due to the modern age, organization used the new technologies and make the online strategies n
which include the call to action marketing strategy which play an important role in the
organization because in which deal with the web sites advertisement which is related to the
online advertisement (Derdenger, 2012).
Analysis of marketing communication strategies
Marketing communication strategies helps to identify their customer and help for the brand
awareness because marketing communication strategies gives the awareness to the customers
related to the organization product and services so that the organization used these strategies the
capture of the new customers and brand awareness. In which involve the target strategies, market
mix strategies and last is message strategies.
In marketing mix strategy, product, placement, price and the other is promotion of the product
that is why the organization takes the different steps for the promotion of the product and explain
the quality of the product and its classification that which product is used for which purpose. In
addition, target to the which segment as well as discussed the innovation of the new product and
service and the marketing mix strategy for the development of the new product. the product
quality create an image about the product that whether it is good and bad if it is good then create
the brand image in their customer mind. That is why the promotion of the product is more
important for the proper advertisement of the product through this every customer will be aware
from the product and try to buy that product and the product quality is affected on the value of
the company.
The organization is to provide the good at the reason able prices because price makes the
difference in the product and the customer prefer to those product, which is easily available in
the market. If the price is good but the placement is not good then the people avoid buying that
product that is why the placement of the product is more important for any organization and have
their own transportation for the distribution of the product. Distribution and pricing in which
8

involve the right person, right product , right place and right price if any concept will be changed
then it will creates problem for the organization.
Marketing of the product for building profitable customer connections because the marketing
provide the proper awareness about the product of the organization so that the organization set
all the strategies that will effect on the consumer need and demand and have to make those
strategies and also have to target the customer that for what we provide the services.
Organization has to analyze the marketing environment through which they create the relation
with the other audience as well as decide the marketing programs for the good advertisement of
the products (Gupta, 2009).
Marketing strategies and how can implement in the organization
There are a lot of marketing strategies which are apply in the organization but the organization
select those strategies which help full for the organization. Four p marketing, online marketing,
pull and push marketing strategies and many other strategies which are help full for the
organization because market gives the overview related to the brand and product of the
organization and the strategies are made from the side of the top management of the
organization. By the following point the organization, implement the strategies in the
organization (DeMers, 2013).
Coordination and collaboration among the management and the entire department before
to introduced the new strategy.
Maintained the good marking channel which is commonly used by the audience through
this they can capture the more new customer
The structure of the organization must be cooperative and appreciate the reference of the
existing customers
Create a brand image in the market then the customer will prefer to buy their product
from your organization due to the quality product
Trained the employees for the maintenance of the global relation through which you can
easily export the product in the other country by using the infrastructure.
9

Bibliography
Badi, I. (2014). International Marketing: Three Steps to Muy Bueno. Retrieved March 22, 2014,
from http://www.marketingprofs.com/articles/2014/24578/international-marketing-three-steps-
to-muy-bueno
DeMers, J. (2013). How to Build Your First Content Marketing Strategy. Retrieved March 22,
2014, from http://searchenginewatch.com/article/2297429/How-to-Build-Your-First-Content-
Marketing-Strategy
Deng, O. (2014). How and When to Start Marketing Your Product: Four Steps to Follow.
Retrieved March 22, 2014, from http://www.marketingprofs.com/articles/2014/24449/how-and-
when-to-start-marketing-your-product-four-steps-to-follow
Derdenger, T. (2012). The Dynamic Effects of Bundling as a Product Strategy. Retrieved March
22, 2014, from http://hbswk.hbs.edu/item/6898.html
Edelman, B. G. (2013). Information and Incentives in Online Affiliate Marketing. Retrieved
March 22, 2014, from http://hbswk.hbs.edu/item/7400.html
Gupta, S. (2009). Social Network Marketing: What Works? Retrieved March 22, 2014, from
http://hbswk.hbs.edu/item/6187.html
Silk, A. J. (2008). Should You Bring Advertising Expertise In-House? Retrieved March 22,
2014, from http://hbswk.hbs.edu/item/6009.html