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STRATEGIC

MARKETING

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TABLE OF CONTENTS
INTRODUCTION
ACTIVITY 1
Assessing the role of strategic marketing in organization
Analyzing the relationship between corporate and marketing strategy
Analyzing the ways to develop marketing strategy
Analyzing the choices and decisions that are to be made at corporate level
Assessing the impact of these decisions at business and function level
Analyzing approaches to the competitive positioning of enterprise
ACTIVITY 2
Evaluating the approaches to internal environmental analysis
Evaluating the approaches to external environmental analysis
Explaining the ways of integrating internal and external analysis
ACTIVITY 3
Assessing the range of strategies that can contribute to the business
competitive advantage
Analyzing marketing communication strategies
Analyzing and implementing the marketing tactics
CONCLUSION
REFERENCES

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INTRODUCTION
Strategic marketing provides direction by which firm creates their plan
for the purpose of attaining different types of objectives such as raising the
customer satisfaction and improving the organization's profitability (Strategic
marketing, 2015). The report is based upon varied types of case scenarios.
However, all these case scenarios focus upon main objective which is of
developing the strategic marketing plan for the prospective clients. In this
regard, report will showcase the ways of analyzing tactical marketing
decisions which is being taken by the organization. Furthermore, the report
will also provide a detailed description regarding the range of marketing
strategy that can be implemented to contribute in the competitive
advantage.

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ACTIVITY 1
The information pack is produced for the prospective new clients of
TMS (Total marketing solution) that are associated with the hospitality
industry and named as Ritz Carlton and hotel Hilton. The pack produced will
cover the following points:
Assessing the role of strategic marketing in organization
The concept such as strategic marketing plays a crucial role within
organization like Ritz Carlton and Hotel Hilton. Strategic marketing has the
role to streamline the product development process of firms. It is because
marketing strategy begins with the marketplace research wherein it
considered the needs and demand of target buyers (Role of strategic
marketing, 2015). Thus, on the basis of these assessed needs and demand
only, cited enterprises carry out the development of effective products and
services. Through this way, firm can perform necessary improvements in
their sales and profitability related condition. In addition to this, strategic
marketing assists the firms with regard to build up the positive image about
the brand in minds of buyers. In this context, it has been seen that the type
of marketing strategy which is being selected by the firm possesses
significant impact on the mind of customers. For example, the use of modern
and high tech promotional means by Ritz Carlton develops an effective
image among customers (Brookes and Palmer, 2003). Here, buyers decvelop
this type of image about the firm in their mind that they are using the
services of that particular organization which understands the needs and
importance of modern and high tech means. Thus, it can be said that the
given concept has greater importance within enterprise.

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Analyzing the relationship between corporate and marketing


strategy
There is a relationship exist between the corporate and marketing
strategy of firm. In order to explain about the same, examples from the cited
hospitality organizations are drawn. In accordance with the given context, on
the basis of analysis, it has been found out that Ritz Carlton has the mission
of providing genuine care and exceptional services to the customers that
result into high profits. In order to perform the same, at first, manager of the
cited firm has to give information to its buyers regarding the type of goods
and services which is being offered by it. However, with an aim to achieve
the given goal, manager of Ritz Carlton has to take assistance from varied
marketing promotional tools and techniques such as television, print media
and social networking sites etc. (Daniels and Radebaugh, 2006). This is
because, by using these given specified means only, hotel can attract large
number of buyers towards its services. As a result of it, the mission of
corporation can be met that is of increasing the profits of organization.
Likewise, for instance, Hilton has objective to enhance the satisfaction
of its buyers by introducing new services in the market. The objective cannot
be met by the firm if it would not have assistance from the marketing
department. It is due to the fact that it is the marketing department only that
conducts research upon the country where firm functions its operations. The
research as being conducted by marketing department helps the enterprise
with regard to assess the specific new area of services where it can explore
(Gilmore, 2011). Thus, it can be stated that the marketing and corporate
strategy are inter-related and interconnected to each other. In order to
clarify it more it can also be said that the manager selection with respect to
the type of marketing means also depends upon its corporate strategy. For
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example, hotel Hilton has introduced some services for the young buyers.
Thus, in order to give information about the services to the respective buyers,
cited firm will use the marketing mean such as social media websites. This is
because, these are the websites which are mostly being used by the young
customers. Thus, by selecting the given marketing strategy the framed
corporate goal of firm will be met.
Analyzing the ways to develop marketing strategy
Number of steps are identified that can be used by the prospective
clients of TMS with an aim to develop an effective marketing strategy with
regard to the products and services being offered by them. The detailed
explanation regarding the assessed steps is depicted as below:
Define about the products and services which are being
offered by the firm: At the first step, marketing manager of Ritz
Carlton and Hilton hotel has to give proper explanation regarding the
type of products and services which are being offered by it. This is
because, on the basis of given information only, an effectual marketing
plan can be developed by the marketing managers.
Identifying the target customer: In the next phase, marketing
manager of cited corporations have to gather the information
regarding the type of customers which they will be going to target for
the particular goods and services (French, 2009). For any firm, it is
essential that it must improve its knowledge with respect to the target
customers. This is because; the type of marketing tactic which is being
selected by the firm largely depends upon the buyers which it will be
going to target.
Gathering the information about the competitors: It is important
for the firms that are to gather the information about the competitors
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as it helps in the selection process of an effective marketing tactic. For


example, manager of Hilton hotel has identified that its competitor is
using the social networking websites in order to attract the buyers
towards its services. Then, in this condition, Hilton should also adopt
the given tactic. This is because; lack of adoption by firm will lead to
hamper the sales and profits of organization in a negative way.
Deciding

the

marketing

budget

and

selecting

suitable

promotional mean: Finally, in the last step, appropriate budget for


the organization will be set. Thus, as per the predefined budget only,
an appropriate promotional mean will be selected by the cited
corporation (Berthon and et.al., 2012). For example, if Hilton has set
very high marketing budget then, in this condition, it can use the
combination of different promotional means in order to carry out the
promotion of its goods and services.
Analyzing the choices and decisions that are to be made at
corporate level
Different types of choices and decisions are assessed that are being
made at the corporate level. Setting the vision and mission of company is
being regarded as one of the significant decisions that are being made at the
given level. For firms like Ritz Carlton and Hilton hotel, it is necessary to form
the vision and mission of firm. This is because; through this way only,
direction of corporation can be set. In addition to this, at this level, managers
of cited corporations have to make decision with respect to the type of
strategy which it should choose. In order to make this decision, enterprises
generally take assistance from the approach such as Ansoff matrix (Ho,
2012). The tool is effective as it presents strategic choices among companies
like Ritz Carlton and Hilton hotel. Here, by selecting the suitable option,
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enterprises can increase their sales and profits. Ansoff matrix possesses
varied types of tactical choices such as product development, market
development, market penetration and diversification etc. The decision
related to all these given factors are taken at the corporate level.
Furthermore, the individual who resides at this level also takes decision
regarding the ways of attracting the customers. For the purpose to take this
decision, assistance is being taken from the porters generic model. This
model includes the tactics like differentiation and cost leadership etc.
Appropriate strategy is selected by the individuals of corporate level after
analyzing the conditions that are prevailing in the external and internal
environment of company.
Assessing the impact of these decisions at business and function
level
Function and business level includes the departments like HR, finance,
operations and marketing etc. that performs the particular type of job. The
decision taken at corporate level causes necessary impact upon the
functions which is being carried out by the given departments. For instance,
the corporate level team of Ritz Carlton has taken decision to choose the
diversification related strategy wherein it has decided to expand its
operation in the retail sector. In order to fulfill the given mission, cited
corporation has to take the help from different functional and business level
departments (Jones, Suoranta and Rowley, 2013). There is the requirement
of recruiting more employees that will be raised if hotel opts for the
diversification related tactic. However, the need related to the workers can
be met by it with the help of its human resource department. In addition to
this, since hotel is expanding its operations in the new sector thus, there is
need to give information about the same to customers is being raised in
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front of Ritz Carlton hotel. This objective can be fulfilled by the cited firm
with the use of its marketing department. Thus, it can be said that the
decision taken at corporate level molds the work which is being carried out
by other departments.
Analyzing approaches to the competitive positioning of enterprise
Various types of approaches are analyzed that can be used by the
manager of both given firms in order to build their competitive position in the
market. One of the approaches can be setting clear and attainable goals and
objectives of hotel. The success of firm largely depends upon the objectives
which are being set by it. This is because, on the basis of framed goals only,
direction of firm can be maintained and this will help in enhancing the profits
and sales of firm effectively. In addition to this, with an aim to build
competitive position, firm like Ritz Carlton and Hilton hotel can introduce
itself as the leader of particular market (Martin and Isozaki, 2013). Here, in
order to become the market leader of specific market, managers of cited
firms has to carry out his/her efforts in terms of reducing the prices of
services which are being delivered by them. This is because; through this
way only, organization can develop the difference between services which
are being offered by it and its competitors.
Moreover, hotels can gain the competitive advantages by adopting
niche marketing tactic. This tactic entails that firm should focus upon the
small section of customers which it wants to target (Proctor, 2014). For
example, Ritz Carlton and Hilton are luxury hotels that targets premium class
customers who are able to pay high prices for their services. Thus, giving the
services to elite customers is being regarded as the competitive advantage
for both the given firms.

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ACTIVITY 2
In this section, short training program is designed for the prospective
clients of TMS which will cover the following points:
Evaluating the approaches to internal environmental analysis
For the firms like Ritz Carlton and Hotel Hilton, it is essential with
regard to carry out the analysis of its internal environment while making any
decision. However, this can be performed by the cited corporations through
using approaches like value chain and resource based analysis etc. The first
approach is of value chain analysis which is the useful tool that defines about
the firm's core competencies and activities. This chain divides the whole
activity of firm into two parts such as primary and supportive (Value chain
analysis, 2015). This chain is effective as it describes about the particular
process which can be adopted by the firms like Ritz Carlton and Hotel Hilton
in order to add value to the services. Here, primary activities involves
inbound logistic, operation, outbound logistic, marketing and services etc.
With respect to hotel Hilton, inbound logistic will be all the efforts which is
being put up by its employees with an aim to accomplish the goal and
objective of corporation in an effective way. The outbound logistic of given
efforts will be seen in the form of high customer satisfaction. Besides this,
there are some supporting activities are also available which plays crucial
role in the success of hotel. It involves HR, infrastructure, technology and
procurement etc. These all provide support to the strategic goals and
objectives of firm. However, it has been evaluated that the approach proved
to be ineffective when some changes occur in the external environment
wherein firm needs to change its process with an aim to add value to the
existing services.
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Furthermore, resource based approach assists the corporation to


identify its resources and capabilities. Both these information plays a crucial
role in the process when organizations formulate their marketing strategy.
For example, by conducting the resource based analysis, manager of Ritz
Carlton can assess that whether it possess a significant amount of resources
in the form of HR and finance in order to meet its marketing goal or not. Here,
on the basis of given information, varied decisions will be taken by the
enterprises (Tamilia, 2009).
Evaluating the approaches to external environmental analysis
Two basic types of approaches to the external environmental analysis
are identified which is PESTEL and competitor analysis. The tool such as
PESTEL is effective as with the help of this, hotels can gather the information
related to different factors that might create hurdles in the process of
developing and implementing marketing plans. In addition to this, with the
help of given approach only, hotels such as Ritz Carlton and Hilton can
gather thorough information regarding market. This assists the corporation
to make selection of an appropriate marketing tactic (Wilson and Gilligan,
2012). However, the tool such as PESTEL analysis only provides description
regarding the different factors that may influence the operation of firm. The
given tool does not give information regarding the tactic which needs to be
adopted by the cited firms with an aim to deal with the given factors.
Furthermore, performing competitor analysis is another approach of
analyzing external environment. With the use of this tool, both hotels can
gather the detailed information regarding the competitors of company (West,
Ford

and

Ibrahim,

2015).

Moreover,

firms

can

also

improve

their

understanding related to type of tactic which is being adopted by their


rivalries. In addition to this, by conducting the competitor analysis cited firm
can set its direction towards the right approach. Thereby, it can perform
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improvements in its own sales and profits in an effectual way. In addition to


this, the given type of analysis will also provide opportunity to the cited with
regard

to

mark

an

effective

presence

in

the

competitive

business

environment.
Explaining the ways of integrating internal and external analysis
Besides conducting the separate analysis of both internal and external
environment, it is impossible for the organizations to make the decision on
the basis of one particular component only. Thus, there is the need to form
integration between given analysis. However, with the use of technique like
SWOT analysis, an effective integration can be established by the hotels
between both given environment (Giannakis and Harker, 2014). For instance,
strengths and weaknesses related factor provides description regarding the
internal affairs of company. However, components such as opportunities and
threats look after the external environment of company. Thus, by using the
given tool, manager of Ritz Carlton and Hilton hotel can take some strategic
decision

about

its

operations.

Thus,

firm

can

carry

out

necessary

improvements in their sales as well as in the market share. In addition to


this, hotel has achieved integration between given environment. It is being
done by it by forming the connection between both internal and external
information. For example, if firm has identified through the competitors'
analysis that its rivalries are launching new services in the market. Thus,
with an aim to compete with its competitors cited firms will also have to
introduce new services in market. However, with an aim to perform the same
it will have to done the internal analysis. For example, by conducting the
internal analysis it has been identified by the manager that it do not possess
good team of skilled employees who can launch the services as being
launched by its competitor. Then in the given circumstance significant
measures will be taken by cited firm.
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ACTIVITY 3
Finally, in this section, a report is prepared which needs to be given to
the client of TMS.
Assessing the range of strategies that can contribute to the
business competitive advantage
There are different types of marketing strategies which are assessed
that manager of Ritz Carlton can use in order to gain the competitive
advantage in market where it is operating its operation. The detailed
explanation with respect to the same is depicted as below:
Segmentation: The given strategy divides the total market of firm
into varied sub segments. This tactic can be used by Ritz Carlton with
an aim to perform an appropriate segmentation of its services (Payne
and Frow, 2014). In order to perform the same, it can use the
demographic basis segmentation in which criteria like age, gender and
income is used. For instance, hotel can divide its services on the basis
of income of buyers. Here, services with additional benefits can be
given by the firm to those buyers who belong to the high income class.
Targeting: In order to gain the competitive advantage, the type of
targeting strategy which is being selected by company plays a very
effective role. For example, Ritz Carlton can use differentiated
targeting tactic wherein it can frame different types of promotional
message for varied types of buyers.
Product innovation and development: It is another method that
hotel can adopt with an aim to build distinct image of its services. In
this regard, Ritz Carlton can introduce such type of services in its firm
which has not been introduced by any of its competitor. Hence, it can

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achieve success in the market which is highly competitive in nature


(Nasir and et.al., 2013).
Analyzing marketing communication strategies
Varied marketing communication strategies are analyzed that can be
adopted by manager of Ritz Carlton with an aim to spread the information
about its services among respective buyers. The detailed explanation
regarding the same is depicted as below:
Use of social media websites: Ritz Carlton can adopt this tactic if it
wants to reach among the large number of buyers that resides in
varied nations. This is because; the social networking sites like
Facebook and Twitter become the global platform which helps in
forming the interaction between individuals who belongs to different
nations. By using the given mean, hotel can attract large number of
customers (Green, 2012).
Placing ads on television: This can be used by Ritz Carlton with an
aim to target the particular group of customers. For example, hotel
wants to attract high and middle income class customer towards its
services. Then, in the given circumstances, firm can place its ads in the
channels like travel and living (TLC) which is being seen by the given
type of customers.
Analyzing and implementing the marketing tactics
By designing the suitable process, framed marketing tactics can be
implemented by the firm:
Assessing the organization objective: At the first step, manager of
Ritz Carlton has to make the decision regarding particular enterprise
objective which it wants to achieve. For instance, hotel has an aim to
increase profit within given specified time limit (Amasaka, 2011).
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Selecting the suitable marketing tactic: In this step, an effective


marketing tactic needs to be selected by the firm. For instance, in
order to attain the given objective, hotel has selected the social
networking sites that are related with marketing communication tactic.
In addition to this, in order to achieve the given goal some other
means will also be used by the manager of cited firm. It consists of
newspaper, magazines and television advertisement etc. By placing
ads in all the given means large number of buyers can be attracted by
the hotel.
Selecting the marketing team: Here, organization has to make the
judgment that whether it possesses the team of skilled human
resources or not who have the capability with regard to place the
firms ads in the social networking sites. For example, if organization
has identified that it do not have such type of skilled team then in
order to deal with such condition, firm will require organizing training
and development programs for its marketing workers (Panda and
Mishra, 2012).
Implementing the selected strategy: After performing all these
given operations at that last phase, cited organization will carry out the
implementation of selected tactic. Thus, the objective of the firm which
is being discussed in the first step will be met.

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CONCLUSION
It can be concluded from the given report that it is required by the
managers that they must improve their understanding regarding different
principles of tactical marketing as it will help the firm in the process of
achieving goals and objectives of corporations in an effectual manner. In
addition to this, in order to attain the competitive advantage, different
marketing strategies play a very crucial role. Moreover, it has also been
assessed that the corporate and marketing tactics of organizations are
interrelated and interconnected to each other.

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REFERENCES
Books and Journals
Amasaka, K., 2011. The Validity Of Advanced TMS: A Strategic
Development Marketing System-Toyotas Scientific Customer Creative
Model Utilizing New JIT. International Business & Economics Research
Journal (IBER).
Berthon, P. R. and et.al., 2012. Marketing meets Web 2.0, social media,
and creative consumers: Implications for international marketing
strategy. Business Horizons.
Brookes, R. and Palmer, R. 2003. The New Global Marketing Reality.
Palgrave McMillan Ltd.
Daniels, J. D. and Radebaugh, L. H., 2006. International Business:
Environments and Operations. Addison Wesley.
French, S., 2009. Critiquing the language of strategic management.
Journal of Management Development.
Giannakis, D. and Harker, M. J., 2014. Strategic alignment between
relationship marketing and human resource management in financial
services organizations. Journal of Strategic Marketing.
Online
Role of strategic marketing. 2015. [Online]. Available through:
<http://smallbusiness.chron.com/importance-marketing-strategyorganization-65269.html>.
Strategic
marketing.
2015.
[Online].
<http://www.strategicmarketing.com/>.
Value
chain
analysis.
2015.
[Online].
<http://www.netmba.com/strategy/value-chain/>.

Available
Available

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through:
through: