After relocation ACL should consider conducting a market and environmental analysis to determine the nature and behavior of customers, level of existing competition , purchasing trends of the customers, operations of other competitors and the prepare a cost benefit analysis. Market and environmental analysis to determine if the competitors are providing differentiated products. ACL should consider gathering information on the level of loyalty that customers attach to the products and services. It will also be vital because they will familiarize themselves with the culture of customers and how other stable companies are able to maintain good relationships with the potential and existing customers. Environmental analysis will be vital for establishing their strengths and weakness which through these establishment opportunities can be secured and threats eliminated or avoided for the success of the company. Determining the needs of customers and their preferences in terms of quality of the product and its performance will be essential in ensuring that the company remains on top of others (Doole & Lowe, 2008).
In its marketing process, it should consider fixing marketing targets. Identification of the customer base is essential since it will provide ACL with the clear framework on how to produce, distribute and provide after-sale-service to its customers. It will be able to understand the customers it is marketed products for. This will pave way for formulating better marketing strategies.
Inhaltsverzeichnis (Table of Contents)
- Marketing Principles
- Elements of a marketing process
- Costs and benefits of marketing orientation
- Environmental factors
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This case study explores the marketing challenges facing ACL, a company relocating to the Essex region. It examines the essential elements of a comprehensive marketing process, analyzes the costs and benefits of a market-oriented approach, and delves into the environmental factors impacting ACL's operations.
- Developing a successful marketing process for a new market
- Analyzing the costs and benefits of a market orientation strategy
- Identifying and addressing key environmental factors influencing ACL's success
- Understanding the impact of macro-economic factors on ACL's operations
- Balancing the needs of various stakeholders, including customers, employees, suppliers, and shareholders
Zusammenfassung der Kapitel (Chapter Summaries)
Chapter 1.1 focuses on the essential elements of a marketing process, highlighting the importance of market and environmental analysis, setting marketing targets, and implementing a comprehensive marketing mix. Chapter 1.2 delves into the costs and benefits of a market orientation approach, examining the need for extensive research, product development, and customer satisfaction initiatives. Chapter 1.3 explores various environmental factors affecting ACL's operations, including internal factors like customers, employees, and suppliers, as well as external factors like competitors, shareholders, and the macro-environment.
Schlüsselwörter (Keywords)
This case study focuses on key marketing concepts such as market analysis, environmental analysis, marketing mix, market orientation, customer satisfaction, stakeholder management, and macro-economic factors.
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- Martin Jole (Autor), 2010, Elements of marketing, Múnich, GRIN Verlag, https://www.grin.com/document/269798
