TITLE PAGE

2
ND
ASSIGNMENT
STRATEGIC MARKETING


PRESENTING TO:
SIR,ZIA UR REHMAN
PRESENTED BY
WASIM SALEEM
DATED
29-4-2014
DEFINITION:
MARKETING STRATEGY IS DEFINED BY
DAVID AAKER AS A PROCESS THAT CAN
ALLOW AN ORGANIZATION TO
CONCENTRATE ITS RESOURCES ON THE
OPTIMAL OPPORTUNITIES WITH THE GOALS
OF INCREASING SALES AND ACHIEVING A
SUSTAINABLE COMPETITIVE ADVANTAGE.
TYPES OF STRATEGIES:
STRATEGIES BASED ON MARKET
DOMINANCE.THERE ARE FOUR TYPES
OF MARKET DOMINANCE STRATEGIES:
1. LEADER
2. CHALLENGER
3. FOLLOWER
4. NICHER
REAL LIFE MARKETING:
REAL LIFE MARETING PRIMARILY
REVOLVES AROUND THE APPLICATION OF
A GREAT DEAL OF COMMEN SENSE:
DEALING WITH A LIMITED NUMBER OF
FACTORS ,IN AN ENVIORMENT OF
IMPERFECT INFORMATION AND LIMITEDE
RESOURCES COMPLICATED BY
UNCERTANITY AND TIGHT TIME SCALES.
CLASSICAL MARKETING:
USE OF CLASSICAL MARKETING
TECHNIQUES , IS INEVITABLY PARTIAL
AND UNEVEN. FOR EXAMPLE, MANY
NEW PRODUCTS WILL EMERGE FROM
IRRATIONAL PROCESSES AND THE
RATIONL DEVELOPMENT PROCESS MAY
BE USED TO SCREEN OUT THE WORST
NON-RUNNERS.
SERVIS INDUSTRIES LIMITED:
SERVIS GROUP IS PAKISTAN,S LARGEST
FOOTWEAR MANUMFACTURER AND
EXPORTER.THE GROUP HAS DIVERSIFIED
INTEREST IN RUBBER PRODUCTS
INCLUDING TYRES.THE GROUP WAS SET
UP IN 1958 AND TODAY HAS SALES OF
MORE THAN PKR 9 BILLION.SERVIS GROUP
EMPLOYES CLOSE TO 8000 PEOPLE IN ITS
GROUP COMPANIES.
MISSION STATEMENT:
TO BE A RESULT ORIENTED AND
PROFITABLE COMPANY BY CONSISTENTLY
IMPROVING MARKET SHARE , QUALITY,
DIVERSITY,AVAILABILITY,PRESENTATION,R
ELIABILITY AND CUSTOMER ACCEPTANCE.
CRITICAL ISSUE:
MAJOR ISSUE IS THAT LOCAL VENDORS
COPY THE DESINGN. LOCAL VENDERS WHO
COPY THE DESIGN SELL IT ON LOW
PRICE,WHICH HURTS THE BRAND SALE.
DEMAND ESTIMATION:
THEY ESTIMATE AND DETERMINE THE
APPROXIMATE LEVEL OF DEMENAD FOR
THE PRODUCT.AS ACCORDING TO THEM
THE LIFE CYCLE THE LIFECYCLE OF
CASUAL SHOES IS ABOUT 4-6 MONTS AND
LIFECYCLE OF FANCY SHOES IS 2-4 MONTS
MARKETING STRATEGY:
PART OF SERVIS COMPANY MARKETING
STRATEGY IS BASED ON LOCATION AND
DISTRIBUTION. SERVIS COMPANY IS
LOCATED IS LOCATED IN A TREDNDY
MALLS AND BUSY FEMALE PRODUCT
MARKETS.THE MANAGEMENT BELIEVES IN
SMART STRATEGIC MOVES, THUS THEY
ARE UTILIZING THE NETWORK OF SERVIS
MEGA STORES.
SWOT ANALYSIS:
STRENGTH:
1. QUALITY PRODUCTS
2. WELL TRAINED AND CUSTOMER ATTENTIVE STAFF
WEAKNESES:
1. LATE ENTRANT
2. HIGH COST
OPPORTUNITIES:
1. QUICK CHANGE IN DEMAND
2. BIG GAP OF MARKET TO BE CAPTURED
THREATS:
1. LOW COST PRIVATE PLAYERS
2. CUSTOMER MOVEMENT TOWARDS OTHER BRANDS
CONCLUSION:
SERVIS IS THE LARGEST MANUFACTURER
OF FOOTWEAR AND TYRES&TUBES FOR
TWO WHEELERS.THE COMPANY EMPLOYS
MORE THAN 5000 PEOPLE IN ITS FACILITIES
LOCATED IN GUJRAT AND MURIDKE.THE
COMPANY PRODUCTS ARE EXPORTED
PRIMARILY GERMANY,ITALY, FRANCE AND
UK.
RECOMMENDATIONS:
1. THE MANAGEMENT CAN SERVEY THE
MARKET TIME TO TIME.
2. EVERY MANAGER HAS ATHOURITY TO
TAKE DECISION ACCORDING TO
SITUATION.
3. THE STAFF SHOULD BE TRAINED AND
CUSTOMER ATTENTIVE.
4. INTODUCE NEW DESINGS AFTER SMALL
INTERVALS.
REFERENCE:
1. WWW.GOOGLE.COM
2. MARKETING DEPARTMENT