Table of Contents

Task 1 ...................................................................................................................................................... 2 What is marketing strategies? ............................................................................................................. 2 Importance of marketing strategies ..................................................................................................... 3 Case study ........................................................................................................................................... 3 Role of marketing strategy for All power 2 U .................................................................................... 3 How marketing strategy affecting the All power 2 U business .......................................................... 3 A few of the advantages out line bellow ............................................................................................. 4 Evaluate and asses of high risk ........................................................................................................... 4 Marketing research helps ALL 2 U to identify the types of customers .............................................. 4 The 4ps at All 2 U are taken into consideration .................................................................................. 5 SWOT Analysis .................................................................................................................................. 5 Task 2 ...................................................................................................................................................... 6 Marketing strategies options ............................................................................................................... 7 Option for All Power 2 U.................................................................................................................... 8 To understand your potential customers ............................................................................................. 8 Make your customer information available ........................................................................................ 9 Analyse your customers ...................................................................................................................... 9 What makes valuable customers? ....................................................................................................... 9 Improving the customer experience .................................................................................................. 10 Focus on the most valuable customers .............................................................................................. 10 Market efficiently.............................................................................................................................. 11 Find new customers .......................................................................................................................... 11 Task 3 .................................................................................................................................................... 12 Factors can affect the business environment..................................................................................... 12 Micro Factors .................................................................................................................................... 12 Customers ..................................................................................................................................... 12 Employees ..................................................................................................................................... 12 Suppliers ....................................................................................................................................... 13 Shareholders.................................................................................................................................. 13 Media ............................................................................................................................................ 13 Competitors ................................................................................................................................... 14 Macro Environmental factors............................................................................................................ 14

1. 2. 3. 4. 5.

Political and regulatory ...................................................................................................... 15 Economic.............................................................................................................................. 15 Competitive.......................................................................................................................... 16 Technological ....................................................................................................................... 16 Social and cultural .............................................................................................................. 16

Task 4 .................................................................................................................................................... 17 Ethical issues in Marketing ............................................................................................................... 17 Value-oriented framework ................................................................................................................ 17 Stakeholder-orientated framework .................................................................................................... 17 Process-orientated framework........................................................................................................... 17 Market Audience: points ethical risk ............................................................................................... 17 Ethics price: a price list unethical: .................................................................................................... 17 Advertising and marketing: ethical pitfalls: ...................................................................................... 18 References ............................................................................................................................................. 19

Task 1 Understand the role of marketing strategy in contributing to business objectives What is marketing strategies? The marketing strategy is to make your business or organization to concentrate its limited resources on the best opportunities to photograph in order to increase sales and achieve a competitive advantage in a sustainable manner. Marketing strategy is defined by David Aaker prophet as a process that can enable an organization to focus on the best opportunities in order to increase sales and to cover the achievement of a sustainable strategy for all advantage. Marketing core and its long-term resources in marketing dealing with strategic analysis of the situation of the company and the original design evaluation and selection of

market based strategies thus contributing to the objectives of the company and its marketing goals F and Pettitt, S, (2000),. Importance of marketing strategies Whether you run large or small organization marketing strategy can help you succeed in using the experience, skills and creative approaches to the ubiquitous marketing by developing a highly effective marketing plan, and based on the results. In developing a comprehensive marketing plan we can objectively assess the current state of marketing efforts, the quality of the product price distribution and promotion strategies to their relationships with business partners external factors including but not limited to the competition and the target group to evaluate measurable sales objectives and main product lines develop pricing distribution and marketing strategies to achieve those objectives MacInnis, D.J. (2001). Case study All Power 2 U Ltd is a company that makes batteries and portable power for special purposes. Main expertise of solar electricity which allows producing devices depends on the sunlight power. It is designed for industrial and commercial markets for its products, but it was found that there is also an internal market for its production and began manufacturing products and home users who use photovoltaic technology .Recognizes that there is a great market opportunity to develop the production and sale of all Products because they are environmentally friendly because they rely on solar energy Assael, H. (1992). Role of marketing strategy for All power 2 U The strategy is a long term plan to certain strategy is a marketing plan to reach to achieve your marketing goals. For example, it can close the market leader in customer strategies plan to be a detailed design with marketing research and developing a marketing mix to surprise customers. Marketing objective to each organization must have clear marketing objectives, and the main way to achieve the goals of the organization depends on the strategy. Therefore it is important to be clear about the difference between strategy and tactics Lauterborn, R. (1990),. How marketing strategy affecting the All power 2 U business An effective marketing plan is sure to make your sales and increase your profits, which is one of the main goals of every entrepreneur. It can provide the tools and carefully prepared. A huge change in the profits and revenues of the need for the customer and the taste that you

have to convince the product or service you are to them, they because it is something negative, there is a long term negative impact on your business and you can lose potential clients and I would be a waste of time and money for the company. This is a marketing plan comes into play and that's why it's so important W.D. and MacInnis, D.J. (2001). There are many benefits that you can get on the market if you know how. And marketing is a great tool to identify and develop strategies to address them. A few of the advantages out line bellow Found, and that the needs and desires of consumers. To cope with the demand for the product or service, Assist in the design to produce the products consumers Takes note of the measures taken to generate money everyday Get the competitors and analyze the competitive advantage for your business To help you find a new and or potential customers To test whether the strategy is to provide the desired results New products services can be observed. services that meet the needs of

Evaluate and asses of high risk Here we will discuss marketing plans, competitive response, while preserving its image, constantly listening to customer choice and consistency, remains marketing All 2 U shown in the logo - the Golden Arches. As in a competitive market, it competes with others in the market. It also has a number of legal obstacles to regional factors, technological change, which will affect its success Ellwood, I. (2002). Consequently a good business strategy to overcome these barriers and to pursue higher levels of income, Looking at information from the customer on the product their customers get good, it is the price of their customers are interested in, that the restaurants customers. The All 2 U is to achieve to create. Proper marketing plan that they can win the heart of customers and their income in a particular sector they want to consider using market research, where it makes the buying decision. Use whatever the outcome, it serves food as required by the local population. It attempts to integrate with the locals, taste and other social factors the product Kotler, P(2001).. Marketing research helps ALL 2 U to identify the types of customers Marketing research is very useful for any business nowadays to recognise their potential customer in order to achieve the organization objective and maximise the profit of the

organization. There is another benefit of marketing research is to identify the direction of company where we are or where need to move or need to take important decisions Ellwood, I. (2002). The 4ps at All 2 U are taken into consideration Product: All 2 U offering a different product from available options in the market they are a product with different features. The plus point of this product is environmental friendly and controls the emission in atmosphere, which differentiate the All 2 U from other companies. These features are attracting the new client to purchase the best available product in the market Kotler, P(2001). Price: Price is directly related to satisfaction if you are offering a cheap price product but with good level of satisfaction then it not difficult to capture the market. All 2 U attracting new clienteles day by day due to competitive prices Kotler, P(2001). Promotion: Promotion refers all type of communication with customers through different medium. Promotion gives the opportunity to companies to communicate with client directly and send their massage directly to potential customers. All 2 U using different methods to pursue the customers to introduce their products such as TV, Radio, News Paper etc... Place: Place is very important in term of population destiny and distribution of product. It is very important for the success of any company W.D. and MacInnis, D.J. (2001). SWOT Analysis SWOT analyses basically highlight the main issues of any company. It is a basic toll to analyse the company position in the market. SWOT analysis comprise of Strength, Weaknesses, Opportunities and threats. Strengths Unique product Competitive price Environmental friendly

Weaknesses Newly built company Recognition in the market

Less product awareness

Opportunities New product with new features Less competition Introduction of product to new markets

Summary As we discuss different aspects of marketing strategies and role of strategies in business environment to achieve the organization goals. Here we try to discuss the various factors such as marketing advantages in business and the research for new markets.

Task 2 Understand the marketing strategy options available to businesses

Marketing strategies options Every organization wants to maximize their sale and profit but the most important thing is how you get there? What are the available options you have? There are four marketing strategies options available to build that must be considered: 1) Sell existing products to existing customers. 2) Develop new products to sell to existing customer groups. 3) Expand existing products into new market segments. 4) Develop new products for new market segments.

Each of these choices involves certain risks and effects of marketing. What is good? This is one of the most important decisions to make. In fact, the best strategy, more than one of these options to combine different products or different areas of the company W.D. and MacInnis, D.J. (2001). It is the smallest number of risky options 1 just more customers for existing products. Sometimes this is easier said than done, especially if you already have a dominant market share, or care. In relatively small niche although most companies are generally space for many of the same types of customers to attracted. Option most at risk is the number 4, is a new market with a new product. This is the classic diversification of data, the potential impact but can be devastating if you do not have a good understanding of the market and competition W.D. and MacInnis, D.J. (2001).

It is difficult for a company to expand into new markets is the best time. Creating a demand order to generate sales, manage customer expectations and anticipate the actions of competitors can be a real challenge and requires considerable resources. Each of the other two strategic options for the company holds, the client (option 2) or products to understand (option 3) so that the overall risk is somewhat reduced. No matter how you decide to go marketing decisions. Sales process, products, competition, promotional and corporate image are a few things that should be checked. The question is, how can you regarding the purchase of these securities gives the best results? Adding value to customers (i.e., offer real benefits) Human resources (training, operational style, presentation) Business (to distribution, customer service, production respond)

Measure the results and evaluate progress (turnover, profit, advocacy, referrals, written quotations, and the number of customers). Knowing that the marketing carried out and the best time to do this marketing is an essential part of any business. Change and growth in business, it is even more important to look more closely at aspects of the "how" and "why" of marketing activities Lauterborn, R.(1990),. Option for All Power 2 U We have discussed different option of marketing strategies according to different circumstances. All Power 2 U is selling the batteries in the market with differentiate features but the product all ready exit in the market if the product all read exist in the market that means there is a number of client exist the market. In this situation the most suitable strategy for the company is to develop new product and sell the existing customer. Under these circumstances company must be explore new customers Lauterborn, R.(1990),. To understand your potential customers Understand your customers to help sell more you know about them and their needs, the easier it is to identify. Opportunities to sell new products, and to target them with appropriate offers

Profiling current customers easier to find new ones you can search for matching prospects, and sell them in the same direction. However, you must ensure that you comply with the provisions of data protection of personal information of current and potential customers that

you can collect, store and use. There are special rules for e-commerce. You can use the information to improve. The efficiencies are keys to our customers Keeping the customer and sales data to reduce errors and speed up transactions. You can also improve customer service. Improved access to information to help you deal with customers more quickly. You can edit the product and give personal information easier to identify and solve problems. Finally, to help customers understand the design. You can predict what they will buy, and the number of shares must be estimated. Connect to the purchase of customer relationship management can significantly improve profitability. Make your customer information available Making Customer Information for employees to increase their productivity, For example, you give suppliers access to financial systems so that they can review your orders and payments. You need to decide what information to different employees may have and how it is available to them D & Novak, T, (1996),. Analyse your customers The right information will help you build a useful profile for customers. They are as follows General element: Who they are Behaviour

You can use specific computer software to help you collect and your analyse data. For example, dossier Connect clients for your accounting system, it is easy to see different customers are profitable D & Novak, T, (1996),. What makes valuable customers? Customer Analysis helps you find the one that best match your business to identify priorities. These depend on the strategy - for example, if you launch a new product, the goal is to build sales as soon as possible so if you have financial problems, you may be able to create value for customers who pay quickly MacInnis, D.J. (2001). However, most companies want customers as profitable as possible. Customers tend to be profitable if they: To high-margin products to buy Pay full price without negotiating discounts

A small number of large contracts, as many small orders Do not cancel or change your orders Pay, without losing pay on time No extensive maintenance not required

By analyzing the data to assess profitability of each customer in some companies, only a few customers are responsible for almost all the profits. Some of the largest customers may be the least profitable. You may even find that there are customers that you would have no better off MacInnis, D.J. (2001). You should also try to look ahead. For example, a client of the firm can be extended to be profitable in the future. It is important to anticipate the changes and their impact on different customers Ellwood, I. (2002). Improving the customer experience Take care of your customers to build customer loyalty. Sell more too existing customers can be much more cost effective and more profitable than finding new ones. However, you can always have the time between new customers and sell more effective function of your business Ellwood, I. (2002). Focus on the most valuable customers

Only products and services to meet their specific needs if the customer wants delivery before noon, organize delivery schedule to ensure that this happens. Do not stretch yourself too thin. Ensure that sufficient time is devoted to the management of each of your main customers. Identify and solve problems quickly. It is better to under-promise and Over Deliver, but makes sure you always on the promise Ellwood, I. (2002). Staying in touch let them know when you have new or improved service offers are available. To establish r relationships with key decision makers You should provide favourable conditions for example a bulk discount.

Technology can help to improve the service. You offer For example, you might be able to make the delivery of the products to follow. On the company website your customers you can use your website to display. Useful information, such as data or instructions Also make sure

that staff receive training appropriate customer service - they can make or break your reputation among customers Lauterborn, R.(1990),. For more information, see the manual on how to handle customer service. Market efficiently The more you know about your customers, the more effectively you can market to them. Understanding your customers, you can tailor your marketing to different segments. To ensure that each customer receives the right marketing messages at the right time and advertising campaigns and other campaigns may be more effective if they are directed Lauterborn, R.(1990),. This will also affect the type of media you are using. For example, if the market 24/7 you might consider marketing via text message using the e-mails "viral" or sponsoring musical events. Viral marketing, or "refer a friend" email campaigns allow people to send. Promotion of your friends, which increases market reach for your business but remember that you must respect the privacy and rules of e-commerce to e-mails and text messages Blythe, J. (2001). You can sell also more effective understand your customers can see what their products can meet their needs. For example, you might be able to up-sell, why the more expensive product would be better suited. You will also find opportunities for cross-selling other products that fit their profile. For example, if you know, why they buy a particular product, please tell me which other products may also be required Blythe, J. (2001). Technology can help automate some of these processes. For example, you can set to different customer segments. Another mailing campaigns or emails E-commerce software can allow you to specific customer groups offer discounts or sent to selected "e-coupons" to use your own e-shop customers. An important part of effective marketing is customer service. See the one-page guide on how to improve the customer experience. Find new customers Understanding who your most valuable customers will help focus your efforts on finding new customers. Often the most effective way is to find appropriate prospects. The evolution of the market, you should regularly review your marketing strategy. In some market segments may be less profitable as competition intensifies become. Customer requirements may change, for

example, individual consumers to the parents. Constantly check how valuable your existing customers. Over time customers who used to need a very profitable a lower price. Customers can increase with you when they grow revenues. See the page of this guide, which will make your precious clients. Keep an eye on the future and potential customers Blythe, J. (2001). There have expensive relationships with small customer market has great growth potential. Working with customers can also help you identify ways to develop

Task 3 Understand the marketing strategy options available to businesses Factors can affect the business environment Mainly there are two types of factors can affect the business environment are following. 1. Micro Environment Factors 2. Macro Environment Factors Micro Factors Environmental factors are micro factors close to a company that has a direct impact on the operations and success. Before deciding the business strategy, companies need to implement. Extensive analysis of the microenvironment in this article, the common micro-environmental factors us Ellwood, I. (2002). Customers Like all businesses have customers, they should be cantered (oriented) around the customers. Business marketing plan should aim to attract customers to products that meet their "needs and wants" and excellent customer service Ellwood, I. (2002) Employees Hiring the relevant skills and experience are essential. This process begins with recruitment and continues throughout the continuous staff training and promotion opportunities. Training and development has an important role to achieve a competitive advantage, especially in services marketing. If a company hires employees without motivation knowledge or experience to provide the affected customer service and ultimately sales Baker, M. (2000)

Suppliers Suppliers provide businesses with the materials they require to perform supplier delivers the goods. For example, if a direct impact on the seller provides a poor service to the design or the quality of rise in commodity prices affect the marketing strategy of the organization, and may even force increases. Close relationships with suppliers is an effective way to remain competitive and to ensure the quality of products Baker, M. (2000).

Shareholders As companies continue to attract investment to grow, they may decide to collect floating on the stock market, namely the transition from private to public ownership. The introduction of the public shareholders will bring new pressures on the public shareholders want to make money they have invested. A shareholder pressure to increase influence the strategy of an organization's profits F and Pettitt, S, (2000), Relations with shareholders should be treated, because of the rapid growth in earnings to be affected by the long-term success of the company. Short term with caution Media Positive media coverage can do of the organization (or products), and the negative media attention can "break" the organization. Organizations need to manage the media, so the media

promotes positive things about the organization and reducing the negative event to their reputation F and Pettitt, S, (2000),. Even hire PR advisors (PR) to help them achieve their specific event or incident the consumer of television programs and a wide audience directly can also be a very strong influence on the success of the organization. Some companies recognize and change their response when consumers report that they will communicate with the TV consumption or leaves the company. Competitors The name of the game in marketing is differentiation. The organization benefits those are better than those of competitors offer? The company has a unique selling point (USP)? The analysis and monitoring of competitors is essential if the organization to maintain or improve its market position. If the company is not aware of the activities of its competitors, they find it very difficult to "win" their competitors F and Pettitt, S, (2000),. The market can move very quickly, such as changes in economic conditions, consumer behaviour or technical development. As a company it is important to investigate the reactions of competitors to these changes, so you can maximize your answer. Macro Environmental factors In general, managers can control the four Ps of the marketing mix: they may decide to offer, what to pay for them, the price of how to distribute them, and how to reach the target groups of products. Unfortunately, there are other forces in the marketing world, forces that traders have much less control Wong, V, (2001),. These forces are external marketing environment of the company, which, as you can see in Figure 9.15, "marketing environment," we can be divided into five sets of factors: 1. Political and regulatory 2. Economic 3. Competitive 4. Technological 5. Social and cultural

These factors and changes in the presence of threats and opportunities, which require changes in their marketing plans. Identify trends, and other signals that conditions may be shifting, marketers must continuously the environment in which businesses operate. To get a better idea of how they affect to get the marketing company, we will examine each of the five external environments Blythe, J. (2001). 1. Political and regulatory Federal, state and local authorities can do their work. Conditions or restrictions to protect Consumers and commercial enterprises will enjoy some systems such as patent rights and such as restrictions on advertising. The tobacco industry, for example, must learn to live a federal ban on television and radio Wong, V, (2001),. 2. Economic Every day, marketing managers are faced with a barrage of economic news. They are tight, the impact of changes in their marketing plans accordingly. Then there is inflation pushing interest rates. If you try to sell cars, you know that people are facing higher interest rates are not so keen to car loans. Sales slip and counter the deadline, you may need to add to your promotional plans generous discounts Wong, V, (2001).

3. Competitive Companies that are not aware of their competitors to play in particular the loser must be accompanied by two groups of competitors: the manufacturers of competing brands and manufacturers of alternative products Blythe, J. (2001).

4. Technological New technologies are also changing the marketing mix, another important fact: they are changing the way companies market their products. Consider the revolutionary changes that the Internet, which offers a new marketing tool to promote and sell a variety of goods and services. Marketers must monitor technological developments and adjust their strategies, as well as take advantage of the opportunities and avoid the threats Blythe, J. (2001). 5. Social and cultural Managers need to remain attentive to the social and also cultural factors that may affect and attitudes of American consumers are in the state in almost constant motion, this is a cool one year on other mode Blythe, J. (2001).

Task 4 Understand the ethical factors that need to be considered when formulating marketing strategy. Ethical issues in Marketing The marketing ethics deals with the moral principles of marketing regulations. Basic framework for analyzing marketing audit are framework focused on value, values, ethical problems on the basis of factors such as integrity, independence, confidentiality, transparency Davies, M. (1998). Value-oriented framework Value-oriented framework ethical problems on the basis of the values they affect as honesty, independence, confidentiality and openness Blythe, J. (2001). Stakeholder-orientated framework Part of stakeholders focused on the analysis of ethical issues on which they affect, for example, consumers, competitors, society as a whole. Process-orientated framework The analysis of ethical issues in terms of categories used by marketers such as research, price, promotion and placement specific issues in marketing ethics Blythe, J. (2001). Market research: the ethical points of risk in market research are: - Violation of privacy - Stereotypes Market Audience: points ethical risk - Vulnerable groups such as children, the elderly, - Aside from potential customers in the market: selective marketing is used to prevent require market areas desired or completely deprive. Ethics price: a price list unethical: - Fixing - Skimming prices - Price discrimination

- The price war - Concerted bid - Dumping Advertising and marketing: ethical pitfalls: - Issues such as truth and honesty - Problems with violence, sex and profanity - Taste and conflicts - Negative Advertising

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