In this assignment there is a discussion of strategic marketing management that how it plays an important role. Strategic marketing tools are essential to play game; there are different strategies and techniques of marketing. There is a best fit relation between corporate strategy and marketing strategy. There is a discussion of different analysis model for the positioning and growth. Nestle has been used an example of strategic marketing management because of its standard and leadership in food industry (...)
Marketing is a game and there are strategic tools which are needed for playing the game between buyers and sellers where they exchange values for the satisfaction which results in profitability.
At a glance
- Uses Nestle as an example of strategic marketing management in the food industry
- Discusses Ansoff, Porter and SMART models for strategic marketing planning
- 11 sources in the bibliography
Contents
1. INTRODUCTION:
2.1 STRATEGIC MARKETING IN AN ORGANIZATION:
2.2 STRATEGIC MARKETING PROCESS:
a. VMV:
b. GOALS AND OBJECTIVES:
c. EXTERNAL ANALYSIS:
d. INTERNAL ANALYSIS:
e. TOOLS:
f. STRATEGIC ANALYSIS:
g. MEDIA PLAN:
h. DISTRIBUTION CHANNELS:
i. FINANCIAL PLAN:
2.3 LINK BETWEEN STRATEGIC MARKETING AND CORPORATE STRATEGY:
3.1 VALUE OF STRATEGIC MARKETING PLANNING MODELS:
a. ANSOFF MATRIX:
b. PORTER MODEL:
c. SMART ANALYSIS:
3.2 LINK BETWEEN MARKETING TACTICS AND STRATEGIC POSITIONING:
3.3 MERITS OF RELATIONSHIP MARKETING IN A STRATEGIC MARKETING STRATEGY:
4.1 MARETING TECHNIQUES TO ASCERTAIN GROWTH OPPORTUNITIES IN THE MARKET:
a. BRANDING:
b. PACKAGING AND DESIGN:
c. OFFERINGS:
d. LABELLING:
e. VALUE ADD ON:
f. ENVIRONMENTAL SCANNING:
4.2 USE OF MARKETING STRATEGY IN A MARKET:
4.3 STRATEGIC MARKETING OBJECTIVES FOR A MARKET:
5.1 IMPACT OF CHANGES IN THE EXTERAL ENVIRONMENT ON MARKETING STRATEGY:
5.2 CURRENT STRENGTH ANS WEAKNESS IN MARKETING STRATEGY:
5.3 STRATEGIC MARKETING RESPONSES TO KEY EMERGING MARKETING STRATEGY:
6. CONCLUSION:
Aim and Topics
This work examines the role of strategic marketing management in business development, using Nestle as an example. It explores how marketing planning, positioning and analytical models relate to corporate strategy and market growth.
- The marketing mix and the strategic marketing process
- Links between corporate and marketing strategies
- Ansoff, Porter and SMART planning models
- Positioning and relationship marketing
- Growth techniques and the external environment
Excerpt from the Book
2.2 STRATEGIC MARKETING PROCESS:
For the development of marketing strategies and plan, an organization goes through the following process;
a. VMV: First, an organization defines its V-values, M-mission and V-vision (Kotler & Keller, 2009). Nestle values are to create long term values for its customers and shareholders means creating a shared value. Nestle mission is to become a leader in food industry by continuous innovative discoveries which promotes better health. Nestle vision is to serve its customers with nutritious and tasty food which fulfill their needs and are according to their preferences (Nestle, 2010).
b. GOALS AND OBJECTIVES: Secondly, an organization defines its goals and objectives clearly. Nestle goals are to rule the market as a food leader, to make people more demanding for its products which will create a competitive advantage and profitability and also it want to make its remark in financial performance (Nestle, 2010).
c. EXTERNAL ANALYSIS: Now organization carries out PEST (political, economical, social and technological) and EL (ecological and legal), it is an industrial analysis. These are known as externalities. These are for defining the organization (Kotler & Keller, 20069).
d. INTERNAL ANALYSIS: Internal analysis is carried out by SWOT (strength, weakness, opportunity and threat) analysis. Its basic rule is to convert T into O and then into S and in same way convert W into O and then into S (Peter, & Donnelly, 2007).
Nestle strengths are its diversified portfolio, strong brand equity, great market share and high quality. Its weaknesses are fragile distribution channels and communication. Its opportunities are to more diversify its product line, converting weaknesses into strengths and more enhanced promotional strategies. Its threats are its competitors and uncertainty (Robbins & Coulter, 2001).
e. TOOLS: Organization makes strategies for seven P’s .
f. STRATEGIC ANALYSIS: Nestle uses different strategies for improving the quality of its products. It uses BCG matrix, SMART analysis, porter model etc for strategic analysis of its position in market (Webster,2009).
g. MEDIA PLAN: Now an organization promotes its products through media. Segmentation Targeting and Positioning plays an important role. Media plan must be according to AIDA (Kotler & Keller, 2009).
Chapter Summaries
1. INTRODUCTION: Introduces marketing as an exchange between buyers and sellers supported by strategic tools.
2.1 STRATEGIC MARKETING IN AN ORGANIZATION: Explains the marketing mix and the four strategic C’s, illustrated with Nestle.
2.2 STRATEGIC MARKETING PROCESS: Outlines the stages of marketing planning, from values and objectives to analysis, promotion, distribution and finance.
2.3 LINK BETWEEN STRATEGIC MARKETING AND CORPORATE STRATEGY: Discusses how marketing strategy supports corporate objectives and uses Nestle to illustrate the relationship.
3.1 VALUE OF STRATEGIC MARKETING PLANNING MODELS: Introduces the Ansoff matrix, Porter model and SMART analysis as planning tools.
3.2 LINK BETWEEN MARKETING TACTICS AND STRATEGIC POSITIONING: Connects product availability, promotion and positioning with customer perceptions.
3.3 MERITS OF RELATIONSHIP MARKETING IN A STRATEGIC MARKETING STRATEGY: Considers long-term customer relationships, communication and employee satisfaction.
4.1 MARETING TECHNIQUES TO ASCERTAIN GROWTH OPPORTUNITIES IN THE MARKET: Describes techniques including branding, packaging, labelling and environmental scanning.
4.2 USE OF MARKETING STRATEGY IN A MARKET: Discusses the marketing mix and Nestle’s approach to product, price, placement and promotion.
4.3 STRATEGIC MARKETING OBJECTIVES FOR A MARKET: Outlines Nestle’s long-term marketing and business-development objectives.
5.1 IMPACT OF CHANGES IN THE EXTERAL ENVIRONMENT ON MARKETING STRATEGY: Examines external pressures through PEST analysis and the five forces model.
5.2 CURRENT STRENGTH ANS WEAKNESS IN MARKETING STRATEGY: Identifies aspects of Nestle’s marketing strengths and weaknesses.
5.3 STRATEGIC MARKETING RESPONSES TO KEY EMERGING MARKETING STRATEGY: Discusses marketing responses to competitive challenges and emerging opportunities.
6. CONCLUSION: Summarizes the role of strategic marketing in business development and returns to the Nestle example.
Keywords
strategic marketing, Nestle, marketing mix, corporate strategy, marketing planning, SWOT analysis, PEST analysis, Ansoff matrix, Porter model, SMART analysis, positioning, relationship marketing, market growth
Frequently Asked Questions
What is this work about?
It discusses strategic marketing management and its role in business development, using Nestle as an example.
What are the main topics?
The work covers marketing planning, the marketing mix, positioning, relationship marketing, growth opportunities and external influences.
What is its primary aim?
Its aim is to explain how strategic marketing tools and plans relate to organizational objectives and market activity.
What method does the author use?
The author presents a discussion drawing on cited marketing literature and applies concepts to Nestle as an illustrative example.
What does the main body cover?
It moves from the marketing process and corporate strategy to planning models, positioning, growth techniques and environmental pressures.
Which keywords characterize the work?
Key terms include strategic marketing, Nestle, marketing mix, SWOT, PEST, Ansoff matrix and positioning.
How is Nestle used in the discussion?
Nestle illustrates topics including marketing objectives, the marketing mix, strategic analysis and positioning.
Which planning models are discussed?
The work discusses the Ansoff matrix, the Porter model and SMART analysis.
How does the work approach relationship marketing?
It describes relationship marketing as a long-term process involving customer relationships, communication, convenience and satisfaction.
- Quote paper
- Kelvin Cherry (Author), 2011, Nestlé. Strategic marketing management, Munich, GRIN Verlag, https://www.grin.com/document/271465
