Strategic Marketing Management

|| STRATEGIC MARKETING MANAGEMENT 1
Introduction
Ove the years, the managers, leaders and business experts have tried to understand what it is
that compares successful from unsuccessful companies. The answer found by them was as it
depends on the ability of the organization to deliver superior value to the customer and as a
result beating the competitors in customer’s eyes. In short, they found tat the Marketing is the
answer for that question. According to Kotler and Keller, Marketing is about identifying and
meeting human and social needs and they shortly defined it as ‘meeting needs profitably’ (Kotler
and Keller, 2012). In the modern concept, the business leaders are giving more importance to the
Strategic Marketing. According to the Guenther Klein, Strategic Marketing is the process of
aligning the marketing activities of an organization in such a way that they help organizations
meet their strategic objectives (Klein, 2007). In this project I am discuss about the whole
perspective of Strategic Marketing in the business world and the Strategic Marketing at the
Coffee Cream.
Coffee Cream is a Coffee Shop in Changuvetty, Kottakkal, Kerala. The early thoughts came
from the founders Farooq and Saleem in many years ago. After the long research and effort,
they managed to set up the first outlet in 2015 at Kottakkal. It is the one of the famous and
well-maintained coffee shops among the Kottakkal region. Coffees, Juices, Cakes, and Eateries
are mainly including in their product range. It is one of the best shop in Kottakkal where the
customers can acquire best cakes. Taste and the Quality of the Pastries are the unique features
which make different in Coffee Cream from others. The main competitor of the Coffee Cream
is Cream Castle situated near them who also have the same product range but comparatively
low quality and price. They are focusing on the Differentiation Strategy, in which they focus
on giving the best quality products and service for the premium price. The atmosphere here at
the Coffee Cream was awesome. The hygiene policy and relaxed cool condition in the shop
force you to sip a coffee from there even in a peak summer outside. The customer satisfaction
is also high as they managed to give best out of them.
LO 1: Understand the principles of strategic marketing management
1.1 Discuss the role of strategic marketing in an organisation
According to the American Marketing Association (AMA), Marketing is the management

activity, set of institutions, and processes for creating, communicating, delivering, and
MOHAMMED SHIBILI KV Pearson BTEC Level 7 Diploma in Strategic Management and Leadership (QCF) 29-July-2019
exchange offerings that have value for customers, clients, partners, and society at large
(American Marketing Association, 2019). Marketing is more than simply advertising or selling a
product in the market. Marketing involves developing and managing a product that will satisfy
customer needs. It focuses on making the product available in the right place and at a price
acceptable to buyers. It also requires communicating information that helps customers
determine if the product will satisfy their needs. The strategic marketing is the latest concept
of the marketing in this competitive business world. In first, the companies only focused on the
production orientation in the late 19th century. In that time, efficient production of goods
allowed firms to meet strong customer demand. But it when comes to the mid-1920s to the
early 1950s, the concept is shifted to the Sales Orientation or Selling concept and then it shifted
to the Marketing Orientation or Marketing Concept which we can see in the current standard
organizations.
In the selling concept, the sellers thought that consumers will not purchase enough of the
company’s products unless large-scale promotional and selling efforts are carried out by it.
Selling concept is one of the ideologies in marketing like production concept, product concept,
holistic concept etc. In this concept, consumer wants are induced to buy the products, through
aggressive selling and promotional techniques such as advertising, personal selling and sales
promotion. While according to Kotler et al. (1996), the marketing concept holds that achieving
organisational goals depends on determining the needs and wants of target markets and
delivering the desired satisfactions more effectively and efﬁciently than competitors do. It
relies on four elements, such as target market, integrated marketing, customer needs and
profitability. The concept begins with the specific market, stresses on customer needs,
coordinates activities that influence customers and reaps profit by satisfying customers.
The key differences between the Selling and the Marketing concepts are that the Selling
concept is always associated with the compelling of consumer's mind towards goods and
services while the Marketing Concept is focus on directing goods and services towards
consumer's mind. The process is starting at the target market for the Customer needs in
Marketing Concept while the Selling Concept is starting at the factory for the product focus
and also in the Marketing concept, we could only see the target to the satisfaction of customers
and the planning is for long term while other is short term.
In conclusion we can say that the marketing concept is a wider concept than the selling concept
and it is an integrated one. By choosing the marketing concept over the selling concept we can
focus on the customer needs before developing the products and it can help to increase the
acceptability of the product in the market which can reduce the loss that may cause by the non-
acceptability of high quantity production of items. This can also help in reduce the promotion
which required to inform the people. In this concept, it is integrated and co-ordinated approach
to marketing so it can help in the unification of business activities which may help in keeping
economy and efficiency in marketing operations. It can also help in creating the competitive
advantage in the market. As it is a long-term effort, it can give a strategic approach to the
organization in marketing. The business firm having the marketing concept, can respond
effectively to changes in its environment. The firm can very well face the pressures of
competition and environmental changes. While these of the benefits for adopting the marketing
concept, there also some limitations to it. This concept is not recognizing the wider social
dimension of marketing such as stakeholders like employees, investors, suppliers, the State and
the public at large. So, this concept may lead to the actions against these stakeholders like waste
disposals. So, there is the importance of the two dimensions of marketing concept, Tactical
Marketing and Strategic Marketing comes to play in the modern organizations.
Strategic marketing is a method through which an organisation differentiates itself from its
competition by focusing on its strengths to provide better service and value to its customers.
The goal of strategic marketing is to make the most of an organisation’s positive differentiation
over its competition through the consumers’ perspective. Tactical Marketing refers to the
actions a company takes in order to market a product. These actions generally include
generating leads, placing ads, building websites, creating brochures and other mailings and
implementing a follow-up system. Tactical marketing is the way the product is placed in front
of potential customers. In the strategic marketing, it is concerned with the long term and has a
broad focus, covering competitive positioning and the development of new products while
Tactical marketing has its focus on the short term, and day-to-day marketing activity such as
price discounting and customer communication (Roberts, 2019). So, from this understand that the
Strategic marketing is having more future preference and it have a good connection with
strategy. By choosing the Strategic Marketing over the Tactical Marketing there are many
benefits which could get for the organization. Strategic Marketing helps in evaluating the
current environment of the organization in the market as it helps in assessing the positioning
and performance of an organization. It could also help in establishing clear marketing
objectives with SMART. Strategic marketing helps in creating products and services that
provide the organisation with high profits. This is because strategic marketing starts off by
conducting a SWOT analysis of the organisation, a market analysis of the consumers and the
existing trends in the market. This information is then used to create the optimal products and
services for the consumers.
In the Coffee Cream, they are doing the Tactical marketing as they only focus on the daily or
monthly sales. They only try to sell the product in the market with increasing sales. They have
a good customer satisfaction in the market when compared to the other organizations in the
market like their main competitor Café Cream Castle. But basically, they have no focus on the
creating brochures and the placing ads, they believe on complete mouth advertisement. We
cannot see any hoarding of the Coffee Cream more than two in the Kottakkal Market. It is the
one of the weakness of their marketing because by this they cannot attain or aware the preferred
customer or their segmented customers. They are very good at providing their service and the
products at the best in the market. Even the most established companies are providing the
advertisement for their products in the market to attract the customers. So, in my opinion, the
first one is need to be in the refreshment of the marketing strategies in the Coffee Cream. So,
for this we can put the strategic marketing concept to the Coffee Cream to provide a competitive
advantage in the market. If they do not go for a Strategic Marketing, the organization will face
a loss of strategic direction in the organization and they will lose their targeted customers.
Coffee Cream is now only practising the tactical marketing as they only focus on how to built
the sales generation from the current market. If the Coffee Cream is only focus on the tactical
marketing, they will fail to create a competitive advantage in the market. By adopting the
strategical marketing in the Coffee Cream, they will get the three orientation in their
organization. The first one they will get the customer focus as they do the STP and it could
help in putting the investment and effort only in these targeted customers which could help to
increase the cost and the built the brand image on the sector. Also, by aligning the whole
organization towards the organizational goals by interdepartmental orientation helps in
efficient achievement of the organization. Also, the strategic marketing could increase the
competitive advantage over the competitors by building brands through the STP. It also helps
in focusing on their preferred customers or targeted customers, thus helps in implementing the
marketing strategies according to them.
The strategic marketing is starting with the SWOT analysis, so it could help Coffee Cream in
understanding the strength and weakness of their resources and marketing strategy, the
customers and the current trends in the market which helps to give a better dimension in the
market and where to start the improvement in the marketing and providing the service and
products in the precise manner, thus to decrease the costs in the business. As it helps to set the
clear objectives in the marketing, it could also help in giving a direction to the marketing
department and also helps in achieving the overall business objectives and strategy. By the
strategic marketing, it could help Coffee Cream in the assessing the position in the current
market and thus helps in adjusting the performance of the market. So, the Strategic Marketing
helps in determining where to compete, how to compete, and when to compete. These are some
benefits and role will be achieved when Coffee Cream plan for the Strategic Marketing. Now,
we have to discuss about the Strategic Marketing Planning Process in the organizations and in
Coffee Cream.
1.2 Explain the processes involved in strategic marketing
There are many marketing plans is available from the marketing gurus like Philip Kotler, Pride
and Ferrell, Peter Doyle, Malcom McDonald and I am here taking the plan proposed by the
Malcom McDonald. The Strategic Marketing Planning Process proposed by the Malcom
McDonald as follows:
According to Malcom McDonald, Strategic Marketing Planning by means of a planning system

is little more than a structured way of identifying a range of options for the company, of making
them explicit in writing, of formulating marketing objectives which are consistent with the
company’s overall objectives and of scheduling and costing out the specific activities most
likely to bring about the achievement of the objectives. It is the systemization of this process
which is distinctive and which lies at the heart of the theory of strategic marketing planning
(McDonald, 2008). The following is detailed Strategic Marketing Planning Process.
(McDonald, 2008)
Step 1: Mission
A Corporate Mission is well defined and realistic goal set by a company that often influences
its internal strategic decisions. In many of the organizations there will be at least two levels of
the mission statement. First one is the Corporate mission statement which is a meaningful
statement, unique to the organisation concerned, which impacts on the behaviour of the
executives at all levels. The other one is the Purpose statement or lower level mission statement
which is appropriate at the strategic business unit, departmental or product group level of the
organisation. The last one is the ‘Motherhood Statement’ which is usually found inside annual
reports designed to stroke shareholders and otherwise of no practical use.
Step 2: Corporate Objectives with Financial Summary
Corporate objectives are those that relate to the business as a whole. They are usually set by
the top management of the business and they provide the focus for setting more detailed
objectives for the main functional activities of the business. In this step, it amounts to a
statement of corporate financial objectives for the long-range planning period of the
organization. These objectives are often expressed in terms of turnover, profit before tax, and
return on investment. Usually this planning horizon is five years, but the precise period should
be determined by the nature of the markets in which the organization operates.
Step 3: The Marketing Audit
A marketing audit is a systematic, critical and unbiased review and appraisal of all the external
and internal factors that have affected an organization’s commercial performance over a
defined period. This audit can give answer to the organization about ‘where is the organization
now’. By providing an understanding of how the organization relates to the environment in
which it operates, the marketing audit enables management to select a position within that
environment based on known factors. The Marketing Audit involves two variables; External
and Internal. External audit involves the uncontrollable variables like business and economic
environment, the market, the competition and the Internal audit involves the controllable
variables like organization’s strengths and weaknesses, operations and resources vis-à-vis the
environment and competitors.
Step 4: SWOT Analysis
A SWOT is a summary of internal differential strengths and weaknesses vis-à-vis competitors

and key external opportunities and threats. It should include reasons for good or poor
performance. By identifying the critical success factors or CSFs for the organization, and
important outside influences and their implications, the key issues to be addressed will emerge.
A useful way of doing this is to complete a SWOT (strengths, weaknesses, opportunities,
threats) analysis for each major product or market segment.
Step 5: Assumptions
There are certain key determinants of success in all companies about which assumptions have
to be made before the planning process can proceed. Assumptions are external factors beyond
your control. These are usually related to key issues that have to be resolved or achieved if you
are to achieve your objectives. For example, with respect to the company’s industrial climate,
it is assumed that industrial overcapacity will increase from 105% to 115% as new industrial
plants come into operation, and Price competition will force price levels down by 10% across
the board.
Step 6: Marketing Objectives and Strategies
An objective is what you want to achieve. Strategies are how you intend to achieve your
objective. Setting marketing objectives and strategies is the key step in the whole process of
developing a plan to grow sales and profits. Strategy is the route to achievement of specific
objectives and describes how objectives will be reached. Marketing strategy reflects the
company’s best opinion as to how it can most profitably apply its skills and resources to the
marketplace. The main marketing strategies of a company includes the Four Ps (Product, Price,
Place, Promotion) and the STP (Segmentation, Targeting, Positioning) which we will be
discuss in the coming tasks.
Step 7 & 8: Estimate Expected Results and Identify Alternative Plans and Mixes
This stage involves employ judgement, analogous experience, field tests, and so on, to test out
the feasibility of the objectives and strategies in terms of market share, costs, profits, and so
on. It is also usually at this stage that alternative plans and mixes are considered if it is
necessary.
Step 9: The Budget
In these stages these strategies would usually be costed out approximately and, if not
practicable, alternative strategies would be proposed and costed out until a satisfactory solution
could be reached. This would then become the budget. In most cases, there would be a budget
for the full three years of the strategic marketing plan, but there would also be a very detailed
budget for the first year of the plan which would be included in the one-year operational plan.
Step 10: First Year Detailed Implementation Programme
In a one-year tactical plan, the general marketing strategies would be developed into specific
sub-objectives, each supported by more detailed strategy and action statements. The monitoring
and controlling systems will be implemented in the step for the measurement and the review
of the effective plan (McDonald, 2008).
These are the steps of the Strategic Marketing Planning Process proposed by the Malcom
McDonald. We have discussed each step in the process and we need to connect all these steps
to Coffee Cream. We will discuss every aspect of Strategic Marketing Planning Process in the
coming tasks and at last of the project, we will summarize this to the Strategic Marketing Plan
for the Coffee Cream.
1.3 Evaluate the links between strategic marketing and corporate strategy
We have discussed what is Strategic Marketing and the its planning processes in the previous
sections, now we can discuss about its link to the Corporate Strategy. The Strategic Marketing
means looking at the whole of a company’s portfolio of products and markets, and managing
the portfolio to achieve the company’s overall goals (Jain, 2000). A Corporate Strategy
encompasses a firm’s corporate actions with the aim to achieve company objectives while
achieving a competitive advantage. Corporate strategies are the most basic planning tools
underlying all planning and strategic activities (Hamel & Prahalad, 1994). According to McDonald,
it includes a clearly defined, long-term vision that organizations set, seeking to create corporate
value and motivate the workforce to implement the proper actions to achieve customer
satisfaction and it is a continuous process that requires a constant effort to engage investors in
trusting the company with their money, thereby increasing the company’s equity. The
relevance of the corporate plan to the marketing is immediately visible in that the first item to
appear in the marketing plan is often a page outlining the corporate mission and objectives. It
should consist of brief statements about the organization’s role or contribution, business
definition, distinctive competences, and indications for the future, that is what the firm will do,
might do, will never do. The mission statement should be followed with a section summarizing
the organization’s financial performance, and its financial projections for the three-year
planning period. This will provide the person reading the marketing plan with an overview of
the financial implications of the plan, including the organization’s financial goals revenue and
profit targets and how these will be achieved. The mission statement and financial summary
represent the goal-setting phase of the marketing planning process, ensuring that the marketing
plan is launched on a firm and realistic corporate step (McDonald, 2008).
By linking the corporate strategy with the marketing will give direction on the marketing
department in which they need to focus in the future. By using an analytical tool such as SWOT
to work through a company assessment, you may discover gaps between your current position
and where you want to be. This process provides the clarity you need to develop a realistic
marketing strategy to achieve your strategic goal and propel your business to greater profits
and higher market share.
In the Coffee Cream, there is no separate department of the marketing. It is done by the Owners
itself. There is no separate staff or any others for the marketing duty. They have only a focus
on the daily-sales and have no focus on any mission or vision in the organization. There are
three levels strategy in an organization. Functional level, Business Level and the Corporate
Level. But currently they have no type of the corporate level strategy in the Coffee Cream and
they only have the functional level strategy and the business level strategy and the owner of
the Coffee Cream Saleem has no intention in the corporate strategy as he not aware of it. This
is leading them in focusing on the tactical marketing and they have no strategic direction other
than the day-to-day analysis of the sales and profits. It will be a future threat for them as it can
lead to the lack of the direction in the market. The first thing that we can do is to aware about
the strategic vision for the organization and if possible, the owner needs to enrol for a strategic
leadership and management programme which is currently given by The B school International
at Calicut. By this the owner will get the benefits of the linking the strategic vision with the
marketing of the Coffee Cream. As the mission and vision is not taken in the Coffee Cream for
the strategic direction, we can propose the vision and mission to them as a part of the corporate
strategy. The proposed mission and vision statement are:
‘To be the most preferred coffee shop in India by 2040, to build a place
Vision:
where customers can enjoy the best moments with coffee and loved beings
nurtured with integrated support from our crafted team’
Mission: ‘To bring the innovation and best life moment experiences to every coffee
lover out there’
For the purpose of the achievement of these statements they need to link all the strategic
marketing objectives with this. The whole organization is need to strive for the achievement of
this strategic vision and mission. For this the Coffee Cream is need to align all the employees
and the stakeholders to this. The main stakeholders of the Coffee Cream are the Employees
and the Customers. For this they need to link the whole aspects of the STP and the marketing
mix towards this goal. By linking strategy with the marketing, it will help them to align the all
the marketing strategies towards the organizational objectives thus increases the efficiency.
Also for the marketing department as the qualification of the owner is low on the other
functions other than cake making, he neds an assistance inside the organization who have a
training in the marketing of the organization, otherwise they have to give the training of the
marketing for the supervisor, Mr. Riyas and also other employees can contribute their ideas.
LO 2: Understand the tools used to develop a strategic marketing strategy
2.1 Assess the value of models used in strategic marketing planning
In this task, we are going discuss about the models used in the strategic marketing planning.
There are three level for the strategy are in the organization which is Corporate, Business, and
the Functional Level. The strategic marketing planning also includes these three levels because
the organizational objectives need to link or align with the marketing which we discussed in
the earlier section.
Corporate level strategy is the highest and the broadest level. This is the place to set lofty, long-
term goals. These goals impact the other two levels. Business level strategy define separate
strategies for the various industries and it is the level that you decide how will the organization
differentiate the from the competition. In the Functional Level, involves how departments
operate and interact, and how they support your corporate level strategy day in and day out.
There are several models used in these strategic marketing planning in these levels of the
strategy. The main models used in the Corporate level are PESTLE Framework, SWOT
Analysis, BCG Matrix, Stakeholder Mapping and Ansoff Matrix while the main models used
in the Business level are Porter’s Generic Strategy and the Porter’s Five Forces. STP
(Segmentation, Targeting, and Positioning) and the Marketing Mix (4P- Product, Price,
Promotion and Price) are the models used in the Functional level in the Strategic Marketing
Planning.
The BCG (Boston Consulting Group) Matrix
The Boston Consulting group’s product portfolio matrix (BCG matrix) is designed to help with
long-term strategic planning, to help a business consider growth opportunities by reviewing its
portfolio of products to decide where to invest, to discontinue or develop products. The Matrix
is divided into 4 quadrants based on an analysis of market growth and relative market share;
Star, Question Mark, Cash Cow, Dog (Johnson et al., 2017).
Question Mark: The Question Mark is the first quadrant of the BCG Matrix. It has a low relative
market share position, but they have competed in a high-growth industry. These products need
high investment but the cash generation is very low. This known to be Question mark because
the organization must decide whether to strengthen them by pursuing an intensive
strategy (market penetration, market development, or product development) or to sell them.
Star: It is the second quadrant and it represent the organization’s best long-run opportunities
for growth and profitability. Divisions with a high relative market share and a high industry
growth rate should receive substantial investment to maintain or strengthen their dominant
positions. Forward, backward, and horizontal integration; market penetration; market
development; and product development are appropriate strategies for these divisions.
Cash Cows: It is the third quadrant have a high relative market share position but compete in a
low-growth industry. They generate cash in excess of their needs, they are often milked. Cash
cow divisions should be managed to maintain their strong position for as long as possible.
Product development or diversification may be attractive strategies for strong cash cows.
Dogs: It is the last quadrant and have a low relative market share position and compete in a
slow- or no-market-growth industry. They have a weak internal and external position, these
businesses are often liquidated, divested, or trimmed down through retrenchment.
The main benefits of using the BCG Matrix is it helps in identification of opportunities and
help in removing the weak area of business. It provides a base for management to decide and
prepare for future actions. The main challenges is that the it ignores the other factors of the
business and it does not have a middle path that is it is not necessary that business is high
growth or low growth as some business can also be of moderate growth and for such business
this matrix offers no solution.
Ansoff Matrix
The concept of Ansoff Matrix comes from the thought that if organization has to grow further,
they can’t do same practices all the time or stick to the same plans and business all the time.
This tool helps to understand the opportunities for a company to grow for a new market and
for a new range of products. This tool helps to find which is the best method for growth in a
organization.
Market Penetration: In this includes the focus on expanding sales of the existing product in the
existing market and aiming to increase market share.
Product Development: It focuses on introducing a new product into your existing market.
Market Development: It focus on putting an existing product into an entirely new market. The
organization can do this by finding a new use for the product, or by adding new features or
benefits to it.
Diversification: It focuses on introducing a new, unproven product into an entirely new market
and which may have no link to the existing market (Mindtools, 2019).
The main benefits of using the Ansoff Matrix are that it can helps in set the aims and objectives
and it forces market planners and management to think about the expected risks of moving in
a certain direction and the challenges are that it does not take into account the activities of
external competitors and fails to show that market development and diversification strategies
require a change to every day running of the business.
PESTLE Framework
PESTLE framework shows some of the macro-environmental influences that might affect
organization. Macro environment means the factors affect the business externally. The term
PESTLE categorized to six different terms such as Political, Economic, Social, Technological,
Legal and Environmental. This helps to understand the key drivers of change and differential
impact of the external factors (Johnson, Scholes and Whittington, 2008).
Political factors determine the extent to which a government may influence the economy or a
certain industry. Economic factors are determinants of an economy’s performance that directly
impacts a company and have resonating long term effects. Social factors comprise of the social
environment of the market. Technological Factors refers to automation, research and
development and the amount of technological awareness that a market possesses. Legal factors
include Competition Law, Employment Law, Health and Safety, Product Safety, New Laws
etc. Environmental Factors: Environmental factors include all those that influence or are
determined by the surrounding environment. This aspect of the PESTLE is crucial for certain
industries particularly for example tourism, farming, agriculture etc. Factors of a business
environmental analysis include but are not limited to climate, weather, geographical location,
global changes in climate, environmental offsets, Energy consumption, Waste disposal,
Environmental protection law etc. (Johnson, Scholes and Whittington, 2008)
The main benefits of using the PESTLE Framework are that it Helps to reduce the impact and
effects of potential threats to your organization and provides a mechanism that enables your
organization to identify and exploit new opportunities. But the main challenges are the
processes has to be conducted regularly to be effective and often organizations do not make
this investment and it is subjective as every person has a different opinion and different people
will view external factor differently.
SWOT Analysis
SWOT analysis is an analysis of the Strengths and Weaknesses present internally in the
organization, coupled with the Opportunities and Threats that the organization faces externally.
Using environmental data to evaluate the position of a company, a SWOT analysis determines
what assists the firm in accomplishing its objectives, and what obstacles must be overcome or
minimized to achieve desired results: where the organization is today, and where it may be
positioned in the future(Lynch, 2006), (Bplans, 2019).
Strengths: Strengths describe the positive attributes, tangible and intangible, internal to the
organization. They are within your control. These are the factors which internal and positive to
the organization.
Weaknesses: Weaknesses are aspects of your business that detract from the value you offer or
place you at a competitive disadvantage. You need to enhance these areas in order to compete
with your best competitor. These are the factors which internal and negative to the organization.
Opportunities: Opportunities are external attractive factors that represent reasons your business
is likely to prosper. The strengths of the organizations become the opportunities for the future.
Threats: Threats include external factors beyond your control that could place your strategy, or
the business itself, at risk. You have no control over these, but you may benefit by having
contingency plans to address them if they should occur (Bplans, 2019).
The main benefits of the SWOT Analysis are that it helps to understand the business better and
develop the business goals and strategies for achieving them. The challenges are that the it
doesn't prioritise issues and doesn't provide solutions or offer alternative decisions.
Stakeholder Mapping
Mendelow’s Power Interest Matrix is used to analyse the stakeholder groups based on the
Power, the ability to influence our organisation strategy or project resources and Interest, how
interested they are in the organisation or project succeeding. By this tool we could get the which
stake holder have more influence and power on the organization. This tool also helps to
understand how we need to deal with them. The group with High power and high interest need
to ‘Manage Closely’ while group with high power and less interest need to be ‘Keep Satisfied’.
The group with low power and high interest need to ‘Keep Informed’ while group with low
power and less interest need to be ‘Monitor’ (Mindtools, 2019).
Porter’s Generic Strategies
Porter had introduced the Generic Strategies in late 1985 in his Book to create competitive
advantage for the organizations. He had proposed four strategies for the organizations in his
book. These three are Cost Leadership, Differentiation and Focus (Low Cost and
Differentiation). The Cost Leadership strategy involves being the leader in terms of cost in
your industry or market. Differentiation involves making your products or services different
from and more attractive than those of your competitors. In Focus strategies, it concentrates on
particular niche markets and, by understanding the dynamics of that market and the unique
needs of customers within it, develop uniquely low-cost or well-specified products for the
market (Mindtools.com, 2019).
Porter’s Five Force Framework
Every business should have to face competition may be from same strategic group or from
others or both. So before entering to a market or completion field, we have to analyse how
good the market is if we are entered to it. Porter’s Five Force Framework help us to identify
the how attractive the industry that we are going to compete in the base of five competitive
forces such as Threat of New Entrants, Threat of Substitutes, Buyer’s Power, Supplier Power,
and Competitive Rivalry. Porter states that if these five factors are high in the industry, the
perfect idea is to leave the industry because these factors can kill profitability is all are high
(Johnson et al., 2017).
Competitive Rivalry is looks at the number and strength of your competitors. Supplier Power
is determined by how easy it is for your suppliers to increase their prices. Buyer Power is
determined by how easy it is for buyers to drive your prices down. Threat of Substitution is
refers to the likelihood of your customers finding a different way of doing what you do. Threat
of New Entry is determined by how easily others can enter to your market (Johnson et al., 2017).
The main benefits of the Porter’s Five Force are that it helps in gauging competition, helps in
planning and dealing with buyers and suppliers while its main challenges are that it ignore other
environmental factors and no industry will be a perfect fit in the sense that you cannot expect
one industry to have all positive points and thus as far as the company is concerned if it goes
by porter analysis for finding perfect industry than it will not be able to do business.
These are the models used in the Corporate and Business level in the strategic marketing
planning. PESTLE Framework is used in the strategic marketing planning in analysing the
External Environment in the Phase 2 of situational review. And it helps in the formulation of
new opportunities and threats in the future. In the case of the SWOT, it helps in identifying the
strengths and weaknesses of the organisation and this tool have a separate section in the
strategic marketing planning phase 2 itself. In the case of the BCG Matrix, is helpful for
managers to evaluate balance in the companies’ current portfolio of Stars, Cash Cows, Question
Marks and Dogs and it provides a base for management to decide and prepare for future actions.
This also used in the Phase 2 of the strategic marketing planning for analysing the product
portfolio for creating the strategy for it later. In the case of the Ansoff Matrix, this model is
used in the Phase 3 of the strategic marketing planning in which use to create new objectives
and to analyse the growth opportunities or options in the market.
When we come to the Porter’s generic strategies, it gives the growth option for the
organizations. This model gives the direction or strategy for a business in the Phase 3 of
strategic marketing process. At last, we have the Porter’s Five Force, by using this model helps
to identify the competition and attractiveness in the market and also helps in phase 3 of the
strategic marketing planning for strategic formulation. As discussed earlier there is two other
models used in the functional level which are STP and Marketing Mix and it is going to discuss
in the coming tasks.
2.2 Discuss the links between strategic positioning and marketing tactics
According to Kotler and Keller, Positioning is the act of designing a company’s offering and
image to occupy a distinctive place in the minds of the target market. The goal is to locate the
brand in the minds of consumers to maximize the potential benefit to the firm. A good brand
positioning helps guide marketing strategy by clarifying the brand’s essence, identifying the
goals it helps the consumer achieve, and showing how it does so in a unique way. The examples
of the positioning can be considered as the fast-food restaurant chain may position itself as a
provider of cheap and quick standardized meals and a car maker may position itself as a luxury
status symbol.
The main benefit of the strength of the positioning of the product is that it can create the
competitive advantage in the market through the meeting of the demands and needs of the
buyers. It can help in cope up with the market changes and help to meet the expectations of the
buyers in the market. By positioning a product in the market, the organization can only need to
design the promotion for according to this product. By positioning the product, it helps in
winning attention and interest of consumers and also help to attract different types of
consumers. The positioning also makes the entire organization market-oriented other than the
personal selling. But the main challenges are also there when we position a product is that every
company wants to position its products favourably in the minds of consumers, so there is
usually a high level of competition. New companies often find it difficult to position their
products in a market that has well-established competitors. Also, making out a niche in a large
and competitive market is often difficult for small businesses, so many newcomers focus on a
very narrow segment at the start, building their brand identities before stepping into larger
competitive arenas. Another weakness of product positioning is that maintaining a competitive
position in a market is always difficult. There is also a problem when we reposition the brand
as a brand known for being a low-cost alternative will be difficult to market as a luxury item
when a company adapts to meet the demands of a new market. The link between the position
and the marketing mix because each component of the marketing mix is directly linked to the
positioning that a company takes in the market. For example, if a product is positioned to the
high-quality high price, it concerns with the all element of the Marketing mix such as Product,
price, promotion, and place. So, we first we need to discuss about the marketing mix.
According to the Pride and Ferrell, Marketing mix is the four marketing activities that a firm
can control to meet the needs of customers within its target market. The marketing mix refers
to the set of actions, or tactics, that a company uses to promote its brand or product in the
market. The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place (Pride
and Ferrell, 2006). It helps you to define your marketing options in terms of price, product,
promotion, and place so that your offering meets a specific customer need or demand. The
marketing mix is a good place to start when you are thinking through your plans for a product
or service, and it helps you to avoid these kinds of mistakes. Product represents an item or
service designed to satisfy customer needs and wants. The price is the sale price of the product
reflects what consumers are willing to pay for it. Place is refers to the point of sale and the
promotion: this refers to all the activities undertaken to make the product or service known to
the user and trade. But in the current concept, there are considered to be 7Ps especially because
of the blooming of the service sectors. It shows that the main part of the service sectors are the
employees and the infrastructure or service quality they are being seen in the service
organizations. So, there is a need to extend the marketing mix. The extended marketing mix
includes People, Physical Environment and Process. Physical Evidence involves how we
reassure our customers. People involves who are our people and are there skills gaps and the
Processes reflects all the creativity, discipline, and structure brought to marketing management.
The main benefits of the marketing mix is that it brings together different concepts of
Marketing into one, making Marketing easier to do and manage and allows separation of
marketing from other company activities and delegation of marketing tasks to specialists which
enables a company to vary its Marketing activities according to its resources, market conditions
and customer needs while the Marketing Mix does not mention building relationships with the
consumer that has become a major marketing focus, or the brand experiences that consumers
buy.
Now, we can discuss about the link of the positioning and the 4Ps in the Coffee Cream. In the
Coffee Cream the main position taken by them are the high-quality product and service with
high price and they have the focus on the business people or high class and above average class
people above the age of 30 in the Kottakkal market. The Coffee Cream is mainly aiming to
provide the best service in the market better than the competitors. The Coffee Cream has only
one branch at the Kottakkal Market. As a service sector industry, we need to analyse the all
7Ps in the marketing mix of the organization. The linking of the position and the marketing
mix is important in the Coffee Cream as like other firms to create a competitive advantage in
the market. So, lets look at the extended marketing mix of the Coffee Cream.
The marketing mix of the Coffee Cream is starting with the product. The products in the Coffee
Cream are Cakes, Coffees, Juices, and the eateries such as sandwich and other items. The
quality of the Cakes in the Coffee Cream is very famous in the Kottakkal Market as the most
selling item is the cakes. One of the Owner Mr. Saleem is having a experience on this baking
field of over 18 years which is a great strength for them. They are marketing their cake as the
main. The brand image is also high for the Coffee Cream in the Kottakkal Market as they are
having an first mover advantage. The customer service is also very satisfied in the Coffee
Cream. The decoration or the infrastructure facilities of the Coffee Cream is also up to the mark
besides the low space inside the organization and in the parking area. As per the positioning of
their brand, they are doing well in the product quality and other things like service. The next
element is the Promotion of the Coffee Cream. The main tactic followed by the Coffee Cream
in the promotion is the mouth publicity. We cannot see any type of the Ads in the Kottakkal
Market and this is the one of the drawbacks of their promotion. Even though they have a fan
base in the market with the mouth publicity as one of the best tool in the customer retention
and customer attraction, they are not full make aware the targeted customers of them. it is the
one of the thing which I noticed from the visit to the Coffee Cream as they are positioned it for
the above average people over than age 30 but when I went to the Coffee Cream, there are
mainly many families and the segment aged 20-30 years are presented in the shop. This
indicates that they have problem with the promotional strategy and they need to rectify it. In
my opinion, the suggestion to solve it as to expand their segment of the age to 20 or above as
there are many colleges, hospitals, offices and youth people present in the Kottakkal Market.
Also, they need to attract their targeted customers by providing the ads in the social media, and
in the places like the Clubs which have the membership of the major business persons like
Lions Club. The personnel selling is not a idea in the Coffee Cream and all are focused on the
providing of the best service fort the customers. In my opinion, the only promotion through the
mouth publicity can be affect them in the future because they are failing to aware their targeted
customers. They are also focused on the Branding of their shop for increasing the competitive
advantage in the future market.
The other one is the Price and the Coffee Cream is focusing on the high price compared to the
market. They are focusing on the Premium pricing as they provide the high price for their
products or the service and quality of both. The pricing they are doing in the positioning of
their product. They are very careful in taking the raw materials of the products and they focus
on the best raw materials available as they purchase Coffee Beans from the CCD, the best beans
in India. So, the price will also increase as the quality increases. In the Place element, the
customers are having only option of the in-store. They are not having any distribution system
or logistics as they are not giving the home delivery for their product. As the major item needed
to deliver is the Cakes, they are not taking the risk that the cake is having a high care needed.
In my opinion, in the future they can go for the carry home packages with low plastic content
materials. In the people, there is no separate department in the Coffee Cream for the Marketing
and the owners are carrying it. In my opinion, it is enough as a small shop and they not needed
to appoint other one executive in the market other than giving a task of the job rotation to the
current employees in the Coffee Cream in which they needed to support the marketing tasks to
the owners and need to bring new ideas. The customer satisfaction is also very high in the
Coffee Cream due to the culture and the service inside the organization. The training and the
recruitment also based on the positioning as they mainly select the experienced employees from
the reputed firms like CCD, Starbucks and others.
In the process element, the customer focus is very important in the Coffee Cream as an
employee. The whole process includes in the Coffee Cream is strictly based on the customer
focus of quality. From buying the raw materials to the serving the customers is dome very
carefully. The ambience and the infrastructure are designed to support the positioning but the
main lack in the organization is the parking space and the showroom space. As the targeted
customers are high class, they will be coming with the bigger vehicles such as cars and they
need some privacy. So, they need to increase the showroom space or needed to create a upper
floor and increase parking space. They can also implement the special cabs as the conference
room for people needed the business talk and a room for the special events like Baby shower,
birthday celebration etc. which is now trending in the between the people if they include the
people in the segment of 20-30 years. At last the Physical Evidence, we can say that the name
is itself an evidence of their brand in the Kottakkal Market. Also, the high retention rate of the
customer is also an evidence to the acceptance of their product and the service. But there needed
to increase tactics which needed to create the customer retention in the Coffee Cream for
increasing more like the feedback from the customer through the Social Media to get attached
even after they left from the organization and they can also use this number for wishing the
special events like birthday, anniversary etc. to the customers which will increase both sense
of consideration and attachment for the customers and also can help in getting the sales for the
cakes for that events. By analysing all these elements in the Coffee Cream and when link it
with the positioning of high-quality product, service and high price, they are almost very well
linked with the positioning but there are some problems in some elements either. The main
problems are shown in Promotion, Process and others.
2.3 Analyse the merits of relationship marketing in a given strategic marketing strategy
Relation keeping have an important aspect in the business as the earning of the new customers
are costly and the best way to do is the locking of the current customers in the organization
especially in the organizations like Coffee Cream because the 70% of the customers in the
Coffee Cream are the repeating or loyal customers and attracting new customers is six times
more expensive than holding onto existing customers. Here is the importance of the
relationship marketing is reflecting in the organisations. According to the Kotler, Relationship
marketing is the practice of building long-term satisfying relations with key parties such as
customers, suppliers, distributors in order to retain their long-term preference and business.
The main benefit of relationship marketing is the building of a unique company asset called a
marketing network. A marketing network consists of the company and all of its supporting
stakeholders: customers, employees, suppliers, distributors, retailers, ad agencies, university
scientists, and others with whom it has built mutually profitable business relationships.
Increasingly competition is not between companies but rather between whole networks, with
the prize going to the company that has built better network. The main operating principle in
the relationship marketing is Build a good network of relationships with key stakeholders and
profits will follow. There is an important model for the relationship marketing which is
proposed by the Payne and Ballantynes and it is known as ‘Six Market Model’.
This model helps the organization to study about the stakeholders and key market domain that
may be important to them. In this model they proposed 6 markets in which they need to focus
and which are Customer Market, Influence Market, Referral Market, Supplier Market,
Employee/Recruitment Market, and Internal Market. Customer Market contains buyer,
intermediates, final customers and retailers. They are our final consumers for a product.
Influence market includes stakeholders as well as third parties. Referral marketing is when we
buy something after being referred by our friends and relatives. In general, we can understand
this term as ‘Word of Mouth’. Supplier Market includes Suppliers. Employee/Recruitment
market helps an organization to keep the best people who can add values to the organization.
They should be talented, experienced, skilled and royal. Internal market applies to the
customers and employees within the organization (Payne and Ballantyne, 2005).
These are the most important markets that needed in the relationship market in the organization.
From these group or market, the most valuable customers or the group is the Customer market
which involves the final customers. Now, we need analyse that the Coffee Cream is whether
doing the relationship market or not. Currently the customer retention in the Coffee Cream is
high due to the service give to them. In my opinion, the relation between the customers and the
employees are very high as the customer retention shows it. There are three tools that enables
the relationship marketing in an organization and which are social, financial, and structural.
In my opinion, they can do three sides in for the relationship marketing and these would be
selected according to the revenue they have. In the social side, they can create a community in
the social media or WhatsApp in the Coffee Cream. through this the customers can be char
through it and share their thoughts and ideas on the organization and personally. The numbers
can be collected by the feedback forms and they can ask for the permission of the adding of
each customer in the Coffee Cream. Through this a community will be formed in the name of
the Coffee Cream. By this, the people can be increasing their coffee partners for the
organization. The customers who are closer in these chats will be coming to the Coffee Cream
at specific intervals and can chat with a coffee will be a sale increasing for the Coffee Cream.
they also will be conducting more get-togethers and as the business people is more they will
be coming of the business talks and investment plans. It will be also a good option for the
retired high-class people who need a coffee partner. The people in the groups or community
can also share the new suggestion to the Coffee Cream as they will have more experience in
the organizations. Also as mentioned earlier, Coffee Cream could also send greetings on the
special evets like the birthday, anniversary which is collected through feedback form can create
a sense of consideration and thus sales of the cakes for that event. The main benefits as it can
increase the customer retention and the sales. It is also cheapest way in keeping relationship.
The challenges will be the willingness of the people in giving their numbers as they are business
people and also the using mentality of the customers to the social media.
In the financial section, we can introduce the loyalty card system in the Coffee Cream in which
they will get prize or discounts by achieving the particular points in a month. Also, they can
give discounts to the or prize to the people who gave best suggestions and ideas in the feedback
form. In the structural side, it is little bit expensive as the introduction of the App in the Coffee
Cream. There will app for the loyal customer who can join the membership for Rs. 79 (can be
redeemed from the shop) which will later provide with offers and loyalty programs for the
employees. This system is included with the ‘later billing’ option which provides the members
that they can pay bill later or through app if only provided with registered payment method.
The customers who took membership also can invest on the business or can a business
shareholder if they need it. The registered members will get loyalty points increased as per the
sales and on the special occasions like birthday and wedding anniversary (extra points on this
occasion). The loyalty points can be redeemed from Coffee Cream shop across all shops if they
go to for an expansion plan. The main challenges will be the cost for the app. In my opinion
these are the some of the way to lock the current customers in the Coffee Cream, because the
locking of the existing customers is important other than earning new customers.
LO 3: Be able to use strategic marketing techniques
3.1 Use appropriate marketing techniques to ascertain growth opportunities in a market
The sector of the Coffee Cram is the Coffee Shop Industry, and it is a service sector
organization. The following is the industry profile of the Coffee Shop Industry.
Industry Profile: Coffee Shop Industry
Coffee is emerging as one of the most flourishing business nowadays. Coffee is the second-
most traded commodity in the world after oil. It is cultivated in nearly 45 countries. Brazil,
Vietnam, Indonesia, and Colombia are the leading producers of coffee globally. The growing
demand for coffee globally will drive the market for specialty coffee shops during the forecast
period 2017-2021. Café culture in developing countries like China and India is becoming a
fashion symbol and is driving the coffee consumption globally. Some of the primary factors
driving the global specialty coffee shops market are the expanding global urban population,
increasing demand for on-the-go coffee products, and increasing purchasing power of the
population in emerging countries. Growing urbanization and consumerism is leading to a rapid
rise in the consumption of premium products like specialty coffee. Coffee is the second-largest
beverage segment in the US after soft drinks and the global market value of coffee is expected
to witness a 5.5% CAGR, during the forecast period. About 44% of the United States coffee
demand comes from the millennial. In eight years, through 2016, the daily consumption among
18 to 24-year-olds increased to 48% from 34% while, it is increased to 60% from 51% among
the population aged 25 to 39 years, as reported by the National Coffee Association in New
York. Moreover, adults aged 60 years and above witnessed a decrease to 64% from 76 %,
including the 40 to 59 age group (Mordorintelligence.com, 2019), (Market Insights Reports, 2019), (WIRE,
2019).
The café segment is booming in Indian market as the demand customers also increasing. Many
national and international brands came to operate in Indian market. And the people who prefer
cafes nowadays are also improved with coffee becoming more of a fashion statement among
the millennial. India’s median age is 27 and 65% of the population is under 35. The proportion
of working population (25-59) is expected to increase from 40% in 2000 to 46% in 2020 and
by this time 35% of the total population will be residing in Urban cities. Spending on
discretionary products will increase to about 64% of total spending by 2020. As per reports
there are approximately 100 café and bakery chain brands with an estimated 3200 outlets
spread across various cities in India. The Café Coffee Day being the largest player in terms of
number of outlets. They account for 1556 outlets as of 2015 and has market share of 46%.
Although the global landscape is consolidated among the top brands, local operators can
compete and even dominate at the market level. Café culture is highly varied across markets,
which makes understanding local preferences key to success. This benefit local operators in
their domestic markets but may also be key to developing concepts that can rival the dominant
global chains, as local players begin to seek expansion. Current size of the café market in $70
billion and is expected to grow to $151 billion by 2020 (Karnik, 2019), (Euromonitor.com, 2019).
(Euromonitor.com, 2019)
Now we have to analyse the growth opportunities in the market for the Coffee Cream. For this
I am using the STP tool. The STP is stands for Segmentation, Targeting, and Positioning. STP
is a familiar strategic approach in Modern Marketing to build the targeted marketing plan. It is
one of the most commonly applied marketing models in practice.
The first step in the STP is the Segmentation and it is the dividing of the customer base into
groups of people with similar needs. This allows the organization in creating the approach to
meet each group's needs cost-effectively, and this gives a huge advantage over competitors
who use a one size fits all approach or an approach of the product to all the customers. There
are many ways we can segment our target customers and which are Demographic, Geographic,
Psychographic, and Behavioural approach. Demographic includes the Age, Sex, Education,
Martial Status, and Occupation of the customers. Geographic includes the Country, Region,
State, or City while Psychographic includes Personality, Risk Aversion, Values, Lifestyle and
the Behavioural includes the how people use the product, how loyal they are, or the benefits
that they are looking for. In the Targeting, we need to target the segment by finding the most
attractive ones and in the Positioning, we need to position the product to target the most
valuable segments using marketing mix.
The main benefit of using the STP in the marketing is that it helps in the utilize the
organization’s resources effectively. It helps in attract the right customer to the product of the
organizations. It reduces the risk of marketing a product to the customers who are not in need.
It increases marketing efficiency by directing effort specifically toward the designated segment
in a manner consistent with that segment's characteristics. Also helps in customer retention and
helps in reducing the cost. But the main challenges are that when the firm attempts to serve
several market segments, there is a proliferation of products. Cost of production rises due to
shorter production runs and product variations and need a heavy investment when taking a
position one to other due to the changing of technologies like machineries and others. In
conclusion, the STP is a one of the best tool for targeting the customer and showing the growth
opportunities of the companies’ sector. So, here we need to analyse it for the Coffee Cream.
In the Segmentation, the Coffee Cream is currently looking the business people and above
average high-class people aged 30 or above. The main targeted customers are the people from
the Kottakkal Region. As the Changuvetty region have many schools, institutions, hospitals
and other firms, they have problem with the getting customers in the market. The Coffee Cream
also segmented to the people who are looking for the value of the best service and products in
the Kottakkal Market and the one who need a good coffee experience and having a lifestyle
who need a place to take away his stress. In the current scenario, when I visit the shop, there I
could see more people with families and youngsters aging 20-30 in the Coffee Cream. The
above reports from the Euromonitor shows that the amount of their current customers will
increase 6% in 2020 than 2000. So, the sector is growing in the Indian market. But if they
manage to reschedule the segmentation, by adding the younger aged people of 24-30, they will
get a good amount of the customers because the same reports shows that the 65% of the Indian
population is in below 35 and the working class also increases, thus the disposable income also.
This is witnesses from my personal experience that these aged people are more in the coffee
shops. Id they are with this segment, they can introduce party halls separately as the events
without the cake and the party is very low in the current market. Also, if they are continuing
with this segment, they need to address a high-quality promotion and need to increase the cab
for the better privacy and can introduce the conference hall and private lounges for the couples
and business men who need the private space. So, the scope is very high in this younger
segment and it can also increase the customer base in the market as like CCD and Starbucks.
In my opinion, it is better them to take the segment of the above as it increasing in the market
as per the Euromonitor report. The main benefits of this segment for the Coffee Cream is that
they utilize the resource of the Coffee Cream effectively. It will give them where to focus on
the right customer and implementing the marketing mix with them. The main challenge which
will face by them is the cost needed for implementing of these tactics and promotion needed to
aware the new segmented customers but this cost can be earned after the successful prosecution
of this plan.
3.2 Plan how to use marketing strategy options in a market
We have analysed the growth opportunities in the market for the Coffee Cream in the functional
level using the STP and Marketing Mix. Now we have to create the marketing strategy in the
corporate level and business level. The different models are discussed in the previous sections.
Here, I am using Porter’s Generic Strategy and the BCG Matrix and finally Porter’s Five Force
for analysing the competition and the attractiveness for the Coffee Cream.
Porter’s Generic Strategy: Coffee Cream
In the Porter’s Generic Strategy for the Coffee Cream, I chose to do the differentiation strategy.
Differentiation strategy involves making your products or services different from and more
attractive than those of your competitors. The differentiation strategy is to provide best quality
service and products with premium pricing and a focus on the brand building. This was the
option followed by the major companies’ like CCD, and Starbucks. The main benefit of this
strategy is the owning the followers to the organization if the customers are treated as their will
and if the customers interested in our culture. The main challenges that could face by the Coffee
Cream is the acceptance of them in them in the other markets. Also, in the future there will be
many shops with the same of their strategies but it can overcome by building a unique culture
inside the organization.
BCG Matrix: Coffee Cream
In the Coffee Cream, the Star product is the Cakes. Varieties in the cakes are now a trending
product in the market. From marriages, Birthday celebration to special occasions, the cake is
now a good moving product. The cake is the most profitable business in the Coffee Cream.
Also, the sale of the cakes from the Coffee Cream are increasing day by day. Thus, we can add
them to the Star product of Coffee Cream. Coffee Cream should use invest more in the Cakes
in the future. In the future they can use different varieties in the cake products which could help
in more profit.
Coffee Cream have 3 product section in their Cash Cow Stage which is juices, coffees and
eateries. For the further growth in this section they have to bring out the new varieties in these
products. One of the unique products introduced by the Coffee Cream is the Bubble Tea. But
it is a failure product in the market. The feedback was not that great and it didn’t create any
demand for the product. Now, it is a Dog product for the Coffee Cream. It is still continuing in
the market, but it could be stopped anytime. One of the reasons why it is continuing due to the
low production cost for the item and they seen it as a one of the product used for promotion of
the Coffee Cream. But if they continue to use this in their promotion, which may can affect the
brand image.
Also, the other challenge will come in the future for the Coffee Cream is in their Cash Cow
products. Juice Shops, Coffees, and Eateries like Sandwich and Burger are counted as the most
plotted shops in the market. We can see numerous amounts of shops in this category. So, it is
a low-growth industry but the varieties in the Juices, Coffees, and Eateries makes them profit
out of it. But it could be copied by competitors, bored to customers can make it to move to the
question mark, so they should make sure that they are bringing varieties in these in the market
to sustain. Recently there are no question products in the Coffee Cream.
Porter’s Five Force Framework: Coffee Cream
Forces Description
• Threat of New entry is very much high
• The profit is decreased due to the shops coming near
Threat of New Entrants them
• Threat of substitute is very much high.

• People opting on the cheaper and variety brands like
Dessi Cuppa and Lassi Shops.
• Availability of same products for cheaper than
Threat of Substitutes Coffee Cream in the market.
• Availability of Coffee making machines in market
cheaply
• Buyer power is moderate

• The experience given by the Coffee Cream is a
Buyer’s Power factor that holding the Coffee Cream.
• Supplier power is High

• Suppliers are numerous but the high quality, and
low-price raw materials such as Coffee Beans only
Supplier Power get from the CCD near them or it may be increasing
the expense to switch between suppliers, because
coffee cream prefers Quality more than price.
• Rivalry is moderate in the case of the Coffee Cream.

• They are having a high-quality high price strategy in
the Kottakkal, in which one or two shops exist as a
Competitive Rivalry strategic group for them but competition is moderate
In the Coffee Cream, Threat of New entry, Supplier power and the threat of substitute are very
much high and the Buyer’s Power and Competitive Rivalry is moderate. According to the
current scenario, there will be competition for the Coffee Cream will be high in the future from
the new organizations, substitutes and suppliers. This could be overcome by creating a brand
position in the market.
On the basis of the market position, market shares, brand image, resources capacities, and
domination power, there are 4 types of the competitors are classified. These competitors are
Market Leaders, Market Challengers, Market Followers, and the Market Nichers. The market
leader will have the largest market share in the relevant product in the industry and it has a
dominant position in the market. Market challengers are known as runner-up firms. They
occupy second, third and lower ranks in an industry. The Market followers prefer to follow
leader rather than to challenge and they do not face the leader directly. Some followers are
capable to challenge but they prefer to follow. A niche is a more narrowly defined small market
or having limited number of buyers whose needs are not being well-served by existing sellers.
In this type the Coffee Cream is considered to be in the Market follower. The leader is the
Starbucks and the Challenger is the CCD in India. The main challenge that will face to the
Coffee Cream is that the followers will be higher in the time and they will have a position in
the market but if they are succeed in making the same quality service and the product slightly
lower than the leader or challenger can help them to promote the position.
3.3 Create appropriate strategic marketing objectives for a market
Marketing objectives are goals set by a business when promoting its products or services to
potential consumers that should be achieved within a given time frame. It is the small marketing
strategy set to achieve the organizational objectives. When we setting the objectives, it is very
important to ensure that they are specific, measurable, achievable, realistic and time-specific
or we call it us SMART objectives. It helps in determining the effectiveness of the marketing
strategy. By setting the marketing objectives with SMART, the organization will get many
benefits. The first one is that it will stress on one specific goal than general one. It is impossible
to determine if a team is making a progress without measurability. These progress helps teams
to stay focused. It gives the employees motivation as it is set according to their calibre.
Relevance in marketing objectives helps to choosing goals that have worth in the scenario and
by the Time-bound it helps in effectively managing time and setting deadlines and it will
increase the focus of your teammates and will solve the problem of overdue. The time-frame
is a vital part of marketing objectives because it prevents goals from ignored. The main
challenge is that if the plan is failed to do one objective in the time frame. It can also create the
problem to other.
The Ansoff Matrix is used in the strategy stage of the marketing planning process. It is used to
identify which is the best strategy the business should use and then informs which tactics should
be used in the marketing activity. In the Ansoff Matrix, we can use the different strategies for
adopting the marketing objectives. In the Ansoff Matrix, for the Coffee Cream, I chose the
Marketing Penetration and the Market Development.
In market development, I suggested the plans for a chain of coffee shops in the new markets.
Chain of coffee shops helps to reduce the cost and increase the popularity leads to the
strengthening of brand and in the market penetration option, I suggested to improve the
marketing strategies especially promotion. The promotion is very weak in the Coffee Cream.
Also, they are now following the improper segmentation in their organization. Proper
management of the segmentation can increase the sales. So, now need to create the marketing
objectives for the Coffee Cream using the SMART. The marketing objectives using the Ansoff
Matrix as SMART as follows:
• Increase the percentage of customers whose feedback on service as excellent to 90%

within end of the 2019.
• Needed to increase the market share and sales percentage in the Coffee Cream up to
15% at the mid of 2020.
• Establish a new shop on the Perinthalmanna in the summer of the 2020.
These are the three objectives for the Coffee Cream using the SMART and Ansoff Matrix. The
first two objectives are the part of the market penetration and the third one is a part of the
Market Development and all the short-term plans. In the case of the first objective of the
increasing the percentage of the customers whose feedback on service as excellent to 90%
within end of the 2019, Coffee Cream needs to ensure that the service and the product quality
is up to the mark with the preference they given in the market i.e. the positioning od the high
quality, high price. The main purpose of this objective is to ensure that whether the people are
interested in the culture and the service of the Coffee Cream and tis could be taken by
conducting the feedback form and the employees who take the 1000 positive customers in a
month needed to rewarded. The main benefit is that they will get the understanding how the
people are accepted them and it helps in customer retention and branding. The challenge can
be taking of the feedback from the customers through social media and from store as the many
customers will not be interested in it but this could be overcome by rewarding the customers
for the best feedback and ideas. In my opinion, this thing could be achievable in the current
scenario.
The next objective is to increase the market share and sales percentage in the Coffee Cream up
to 15% at the mid of 2020. The purpose of this objective is to increase the market share in the
Kottakkal Market and need to do a good promotion strategy for this. The main benefit will they
get from this objective is that they will have the more market share in the market. The main
challenge this could face is the competition from the other shops who recently started their
positioning in the high-quality high price but the Coffee Cream is always having a first mover
advantage and they have to maintain it to achieve this.
The last objective is the establishing of the new shop on the Perinthalmanna in the summer of
the 2020. This is a part of the market development. The main benefit is to get to increase the
amount of the shops to decrease the oct and increase the branding. The main challenge that will
face will be the challenge due to the acceptance and the copying of the culture of the Coffee
Cream in the new shop. This could overcome by proper training and for the acceptance their
promotion needed to in point. In the current scenario, it is an achievable for them as the
acceptance in the Kottakkal Market as an example. But the marketing condition can change
due to the coming of the new entrants which increasing in the current situation and there will
other shops in the Perinthelmanna who have a first mover advantage like Planet Café.
LO 4: Be able to respond to changes in the marketing environment
4.1 Report on the impact of changes in the external environment on a marketing strategy
Here we need to discuss about the impact of the external changes in the marketing strategies
of the Coffee Cream. for this purpose, I am using the PESTLE Framework. The PESTLE
framework of the Coffee Cream as follows:
Environmental Factor Comments
Political • Tax laws such as GST, import and export duty

and employment laws
• Increased FDI in India

• Increasing Disposable income
Economic
• Hiking of operation and labour cost
• Demonetisation in India
• Nitaqath in the Arabian Countries.
• The culture of coffee drinking from coffee

houses is increasing.
Socio-Cultural
• Shifting of lifestyle to a healthier mode.
• High education level
• High preference towards best Service and
brands.
• The availability of cheap coffee making

machines and presence of more advanced
Technological
coffee making machines in home and offices
• Social Media helps in promotion
• New biotechnological and agricultural
developments
• Exploitation of the laws related to import and

export
Legal
• Laws from health authorities about the
caffeine production and consumption.
• Natural calamities and harvesting of coffee

beans.
Environmental
• Environmental rules and regulations
• Waste disposal management
From the PESTLE Analysis, we can see there are many factors are affecting the Coffee Cream
from their external environment. The main factor that affect the marketing strategy is the Social
factors and the economic factors for the Coffee Cream. The main factor is affecting the
marketing strategies of the organization is the Social factor which is the culture of coffee
drinking from coffee houses is increasing in the market. It is a favourable item for the coffee
cream as it helps in the growth of the market. The other one is the high preference towards best
service and brands. This is also a favourable item for them as they are providing the best
possible customer service in the organization but the branding is the need to be focused in the
market. They already created a brand in the market of Kottakkal but the profit maximisation
from the Kottakkal is not a good idea for the Coffee Cream as the competition increases. So,
they have to focus on the expanding the market to the markets. In the economic factors,
Demonetisation in India and the Nitaqath in the Arabian Countries is the other factor which is
affected the most in the Coffee Cream. It has decreased some of the customers coming to the
Coffee Cream.
From the political factors the mina factor that could unfavourable to them is the implementation
of the GST in the products. It has increased the price of the products in the Coffee Cream
slightly. In the economic factors, the factors are the increased FDI in India and increasing
Disposable income is a favourable factor for the Coffee Cream when they expand their market
while the hiking of operation and labour cost is an unfavourable factor. In the Socio-culture
factor, shifting of lifestyle to a healthier mode and the high education level are favourable
factors for the Coffee Cream as the higher-class people are the targeted customers. In the
technological factors, the main favourable items are they can promotion through the social
media and other platforms but the unfavourable factor for the Coffee Cream in the
technological factor is the availability of cheap coffee making machines and presence of more
advanced coffee making machines in home and offices. But in my opinion, this factor and the
emerging of the online are not a big threat as of now because the service is matters in the Coffee
Cream, and the people coming to the shops are fond of the service and the quality which cannot
be given by the online stores. The other legal factors and the environmental factors do not have
high impact on the Coffee Cream as of now. So, from this we can understand that the expansion
of the stores like CCD and the Starbucks is a good option for them as a brand with a focus on
the service to the customers.
4.2 Conduct an internal analysis to identify current strengths and weaknesses in a

marketing strategy
In this task, we have to do is the marketing audit of the Coffee Cream. In this task we have to
discuss about the market structure and the SWOT Analysis of the Coffee Cream. In the Coffee
Cream, there is no department for the marketing and the whole marketing is controlled by the
owners. So, there is no existence of a proper marketing structure in the organization. For now,
we can analyse the Strengths and Weakness of the Coffee Cream with respect to the Marketing
Strategy of the Coffee Cream.
Strengths Weaknesses
• Brand Name • Not a vast range of differentiated
• First-mover advantage. products
• Customer retention is high • One of the better idea but lack of

efficient expansion plan
• Best in Quality, Service and taste
• Weak in the segmentation
• Efficient Financial resource
• Marketing strategies
• High quality and modernised
machineries • Slow implantation on innovative
ideas
• Best ambience provided in the local
or competing market. • Fear of losing control
• Good employee skill and strength • The area is too primitive
When we come to the strength of the Coffee Cream, we cannot let their brand name an
exceptional one. Both the high class and low-class people accept their brand image as the best
coffee shop in the market when barring the pricing of the products. But the fact is that they are
providing products that are promising at their rate. Also, they have first-mover advantage on
the market. They have first brought the concept of this focused coffee shop in the market. It
makes them very special to the customers. Literally, even now they have no competitor to them
that can be included in the strategic group. But as a food and beverage shop, they have to face
many competitions from their market.
The Customer retention in the Coffee Cream is very high due to the customer experience
provided by the shop. The ambience is very relaxing and perfect. The demand for the product
is very high in the market. The quality, service and taste of the products of coffee cream is also
helps them in getting the customers who has visited early. One of the other factor that is give
strength to them is efficient financial resource. The efficient flow and backup of the financial
resources makes them financially stable from all other financial issues. This helps them in
getting a good cash flow in all time through organization. They are using the high quality and
modernised machineries in baking, brewing, and all other activities. The main thing about the
Coffee Cream is, like the other shops there are not using the machine with one touch coffee
making, but the coffee, milk and the cream are made separate and mixing as per the customer
needs. This can create a customer customization and also makes tasty. The best thing about the
Coffee Cream is the presence of high skilled employees and it is an asset for the company.
They have one employee from each Starbucks Mumbai, and Café Coffee Day Bangalore. All
others are skilled; many of them were workers at CCD, and other leading Coffee shops along
India. Coffee Cream is the one of the best concept came to the Kottakkal market after a lot of
research and effort.
The main weakness of the Coffee Cream is that they have lack of efficient expansion plan. We
cannot make profit maximisation from one shop from all the time. The only way to make grow
and make profit is the expansion. It is very sad that such a potential company is running out of
expansion and plans. I think this not only about the lack of plans, but the unwillingness to make
it happen. They are worrying about the expenses in the organization. This could be overcome
by expanding and make a good and efficient distribution channel. The fear of losing control is
the other factor that forcing back their expansion plan. They are not ready to lose their policies
on the expansion. But this should be overcome by an efficient planning. Even though they have
a big menus but something is missing in the menus. These mainly reflect in the baked sections.
The lack of sandwich and burger items is a great missing in the Kerala like market. But they
are said that they will be introducing new range of baked products by the end of this year
Ramadan. Another one is the inefficient segmentation. They are segmenting their shop for only
businessmen and highly living culture people. But it is not enough to make profit from one
market and when going with expansion plan. There is a segment in between teenagers and
working men, in which people spent more for the entertainment and food and this segment is
increasing in almost all markets in India. Kottakkal is also blessed highly with this segment.
So, some repairing in the customer segment can make some impact.
Changuvetty is the one of the prominent education hub and business hub but not blessed with
the colleges and it is the great missed opportunity for them. The Marketing strategies put
forwarded by the Coffee Cream are not acceptable and not efficient. They didn’t bring out any
ads in any part of the market and they are giving priority to the mouth publicity. This will not
enough to attract the customers outside the market and bring a brand awareness in the market.
The implementation of new and innovative ideas is very slow in the Coffee Cream. They are
implementing a plan taking time. But the ideas are implementing at the Coffee Cream is done
after immense research. The area in the Coffee Cream is too primitive. There is problem in the
space provided by the organization. Not everyone there may be complaining but they target the
business people searching for relaxation will need more privacy. So, if they are going with the
expansion plan, they need to consider it.
After the analysis of these strengths and the weakness, I have derived some of the opportunities
and threats for the Coffee Cream which is as follows:
Opportunities Threats
• Grow as a brand with a strong

• High competition from the local and
preference in the customer
global players
experience and service.
• Lack of expansion plan
• Enter new market
• Introduce new varieties in foods
The opportunities for the Coffee Cream is very in the other markets due to their unique service
quality. So, the Coffee Cream have as opportunity to grow in the other markets with preference
to the Customer experience and service. Grow as a chain of shops is a better method to catch
up the brand popularity quickly. This could help to create a space in the market, because in
Coffee Shop Industry the most important preference is given to the customer experience and
the customer service quality. They have a good growth opportunity in the Kerala market in that
sector. So, the grow as a brand is a good opportunity in dominating the market. They can also
enter the new markets with the same product or with varieties of products in our country or to
the foreign country. Introduction of varieties have a big scope in this coffee shop sector. So, if
they succeed in creating a better space in the market it will be a good thing to the Coffee Cream.
The main threat for the Coffee Cream is competition from both local and global player just like
the other companies. The down falling economy of India has also a threat to the organization.
As the company has the base in Malappuram, Kerala, India, the nationalisation of the Gulf
Countries has a huge impact on the economy of the Kerala State. The increases amount of the
unemployment rate and the low disposable income in these years also affected the customers
in spending culture. The lack of the expansion plan is the major threat to the organization. The
profit maximization from the same market to the organization for a long time is never an
acceptable factor. So, if they are not grown from the market, the situation of the will be worse.
4.3 Propose strategic marketing responses to key emerging themes in a marketing

strategy
We have discussed many of the factors which is going to affect the Coffee Cream in the
previous tasks. We previously found that the Coffee shop industry is till blooming in the
market. Currently, the Coffee Cream also going with progress of the growth in the market. But
the growth of the business cannot determine for the future completely as the marketing
environment can change gradually. So, in the future there can be many themes that will come
to the organizations you work. The main themes which can be come to play in the organization
will be the Globalisation, Technology, Competition.
In the future, the main theme will face by the Coffee Cream can be the Globalisation and the
Competition. We know that the globalisation is changed the way of doing business in any
country as the local business have nightmare of doing business in the country. For the Coffee
Cream we can say that the globally recognised brands like Starbucks will coming to India to
every city within the 2025. So, for withstanding the immense competition and the globalisation,
the first one can do in the Coffee Cream is the creating communities and fans for them which
can be an asset in their future growth. These can be mainly achieved through the efficient
system of the relationship market and the Brand building. For the brand building, and creating
the fans they can do is creating the culture of the ‘Coffee Cream Way’ in the organization
which is needed to be the unique customer experience inside the Coffee Cream and it needed
to be experienced the same way for the whole shop across they go. That is when the people
enter into another shop, they need to get the similar experience over there. For this an immense
amount of the training is needed and there will be needed budgets but result could be help them
in their future growth.
Creating the communities is another way in locking the customers which have done by the
Apple and the Nike in the market. As said above, the possible, and the cheapest way in creating
communities is the creating of the community group in the social medias and give benefits to
the premium members who is the using the app of the Coffee Cream mentioned earlier. By
creating this community, we will get a base from the local community itself, this will help in
the getting the support from the base of the India. This enables us to create a strong base of the
local support from India itself if they go for the expansion plan and the creating chain of the
shops across India. One of the advantage of creating this local support anywhere in India is that
the loyalty of the Indians are very good for this type of shops. This could help in withstand
with the competition from the global market players and the other players in India. If they attain
a immense position in the market in the market, they can go for the other developing countries
like South Africa and try to create a base early as possible before it tuns to a developed country.
The bestselling product in the Coffee Cream are the Cakes. So, in the time of the promotion
they can brand their cakes as the cake industry has a growth in progress. We cannot see any
parties without the cakes and pastries. So, they can brand their cakes also in different varieties.
Through the technological themes, I not much pretty sure about that the online shops can
destroy the coffee shops as the people come in the Coffee Shop for their experience. But one
thing I doubt that the people are coming to the coffee shops for the socializing with the friends
and other and also for the stress relief. But we are in a world of facing the coming of the
generation of have low interest in socializing and all are interested to be an introvert and
dedicate to the mobile phones. So, in this scenario we need to think about how coffee shops
can hit in the future. The one way to fix it by the community creation which is said earlier. So,
the customers can know the value of socialising. The technology can also help in the online
picking in the future for the delivery of the cake in a better manner and they need to create a
worthful websites with memories in it which needed to attract customers. There are some of
the short-term tactics needed to done in the Coffee Cream for the refinement of the service.
The first thing that they are very bad with their social media activities. So, they need to improve
it. Through social media they can go for feedback and giving promotion to their brand,
production etc. Setting up of networked tab or programmed device in taking orders to avoid
queue. The other one is the infrared set up for customers. Messages based on the Special
Occasions to the Customers and other ways to improve promotions like Conducting of the
Programs or Schemes according to the Seasons which is introduction of specials in each
occasions like the Summer and Winter.
Reference Corner
Book Reference
Jain, S. (2000). Marketing planning & strategy. 6th ed. Cincinnati, Ohio: South-Western.
Johnson, G., Scholes, K. and Whittington, R. (2008). Exploring corporate strategy. 7th ed. Harlow: Prentice Hall,
pp.65-68.
Johnson, G., Whittington, R., Scholes, K., Angwin, D. and Regnér, P. (2017). Exploring Strategy. 11th ed. Harlow
(England): Pearson.
Klein, G. (2007). Strategic Marketing. München: GRIN Verlag GmbH.
Kotler, P, Wong, V, Saunders, J & Armstrong, G 1996, Principles of Marketing: European Edition. Prentice Hall
Europe.
Kotler, P. and Keller, K. (2012). Marketing management. 14th ed. Upper Saddle River, N.J.: Pearson/Prentice
Hall
Lynch, R. (2006). Corporate strategy. 4th ed. Essex: Pearson, pp.484
McDonald, M. (2008). Malcolm McDonald on marketing planning. London: Kogan Page.
Pride, W. and Ferrell, O. (2006). Marketing. 13th ed. Boston: Houghton Mifflin Co.
Journal Reference
Hamel, G. and Prahalad, C. (1994). Competing for the Future. [online] Harvard Business Review. Available at:
https://hbr.org/1994/07/competing-for-the-future [Accessed 15 Aug. 2019].
Payne, Adrian, David Ballantyne, and Martin Christopher. “A stakeholder approach to relationship marketing
strategy: The development and use of the “six markets” model.” European Journal of Marketing 39.7/8 (2005)
Other Reference
American Marketing Association. (2019). American Marketing Association. [online] Available at:
https://www.ama.org/ [Accessed 10 Aug. 2019].
Bplans. (2019). What Is a SWOT Analysis? - Bplans Blog. [online] Available at: http://articles.bplans.com/how-
to-perform-swot-analysis/ [Accessed 21 March. 2019].
Euromonitor.com. (2019). Market Research India. [online] Available at: http://www.euromonitor.com/india

[Accessed 10 May 2019].
Karnik, M. (2019). The massive gap between Cafe Coffee Day and other coffee shops in India, charted. [online]
Quartz. Available at: https://qz.com/377135/the-massive-gap-between-cafe-coffee-day-and-other-coffee-shops-
in-india-charted/ [Accessed 10 May 2019].
Market Insights Reports, h. (2019). Global Coffee Market - Segmented By Source, Product, Flavor, Process And
Geography (2018 - 2023) | Market Insights Reports. [online] Marketinsightsreports.com. Available at:
https://www.marketinsightsreports.com/reports/0220247046/global-coffee-market-segmented-by-source-
product-flavor-process-and-geography-2018-2023 [Accessed 10 May 2019].
Mindtools.com. (2019). Stakeholder Analysis: Winning Support for Your Projects. [online] Available at:
https://www.mindtools.com/pages/article/newPPM_07.htm [Accessed 15 Aug. 2019].
Mordorintelligence.com. (2019). Coffee Market | Size | Growth | Statistics (2018 - 2023). [online] Available at:
https://www.mordorintelligence.com/industry-reports/coffee-market [Accessed 11 May 2019].
Roberts, C. (2019). Tactical Marketing Vs. Strategic Marketing. [online] Yourbusiness.azcentral.com. Available
at: https://yourbusiness.azcentral.com/tactical-marketing-vs-strategic-marketing-4922.html [Accessed 12 Aug.
2019].
WIRE, B. (2019). Global Specialty Coffee Shops Market - Drivers and Forecasts by Technavio. [online]
Businesswire.com. Available at: https://www.businesswire.com/news/home/20170725005587/en/Global-
Specialty-Coffee-Shops-Market---Drivers [Accessed 10 May 2019].

Strategic Marketing Management

Diunggah oleh

Informasi Dokumen

Judul Asli

Hak Cipta

Format Tersedia

Bagikan dokumen Ini

Bagikan atau Tanam Dokumen

Opsi Berbagi

Apakah menurut Anda dokumen ini bermanfaat?

Apakah konten ini tidak pantas?

Hak Cipta:

Format Tersedia

Strategic Marketing Management

Diunggah oleh

Hak Cipta:

Format Tersedia

|| STRATEGIC MARKETING MANAGEMENT 1

LO 1: Understand the principles of strategic marketing management

1.1 Discuss the role of strategic marketing in an organisation

According to the American Marketing Association (AMA), Marketing is the management

1.2 Explain the processes involved in strategic marketing

According to Malcom McDonald, Strategic Marketing Planning by means of a planning system

Step 2: Corporate Objectives with Financial Summary

Step 3: The Marketing Audit

Step 4: SWOT Analysis

A SWOT is a summary of internal differential strengths and weaknesses vis-à-vis competitors

Step 6: Marketing Objectives and Strategies

Step 9: The Budget

Step 10: First Year Detailed Implementation Programme

LO 2: Understand the tools used to develop a strategic marketing strategy

2.1 Assess the value of models used in strategic marketing planning

The BCG (Boston Consulting Group) Matrix

Porter’s Generic Strategies

Porter’s Five Force Framework

LO 3: Be able to use strategic marketing techniques

3.1 Use appropriate marketing techniques to ascertain growth opportunities in a market

Industry Profile: Coffee Shop Industry

3.2 Plan how to use marketing strategy options in a market

Porter’s Generic Strategy: Coffee Cream

BCG Matrix: Coffee Cream

Porter’s Five Force Framework: Coffee Cream

• Threat of substitute is very much high.

• Buyer power is moderate

• Supplier power is High

• Rivalry is moderate in the case of the Coffee Cream.

3.3 Create appropriate strategic marketing objectives for a market

• Increase the percentage of customers whose feedback on service as excellent to 90%

LO 4: Be able to respond to changes in the marketing environment

Environmental Factor Comments

Political • Tax laws such as GST, import and export duty

• Increased FDI in India

• The culture of coffee drinking from coffee

• The availability of cheap coffee making

• Exploitation of the laws related to import and

• Natural calamities and harvesting of coffee

4.2 Conduct an internal analysis to identify current strengths and weaknesses in a

• Brand Name • Not a vast range of differentiated

• First-mover advantage. products

• Customer retention is high • One of the better idea but lack of

• Good employee skill and strength • The area is too primitive

• Grow as a brand with a strong

• Introduce new varieties in foods

4.3 Propose strategic marketing responses to key emerging themes in a marketing

Klein, G. (2007). Strategic Marketing. München: GRIN Verlag GmbH.

Lynch, R. (2006). Corporate strategy. 4th ed. Essex: Pearson, pp.484

McDonald, M. (2008). Malcolm McDonald on marketing planning. London: Kogan Page.

Euromonitor.com. (2019). Market Research India. [online] Available at: http://www.euromonitor.com/india

Anda mungkin juga menyukai