Marketing Cocepts

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The Strategic Marketing Planning process: “Where are we now?”| |
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Student number: 10526133
Student Name: Daniel Jimmy Nwadei

Student number: 10526133
Student Name: Daniel Jimmy Nwadei

According to Everd (1980) “The word strategy came from an ancient Greek military term called “strtagos” which was the name given to the general in command of the army, by the time of Alexander the great strategy became a skill of employing forces to overcome opposition”. Marketing on the other hand is the management process which identifies, anticipates and supplies customer requirements Malcolm McDonald ( ). Strategy, marketing and planning put together gives us strategic marketing plan better known as SMP. Strategic marketing planning consists of three processes which are in a question format. The first question is “where are we now” this process requires us to “Research and analyses the current business and marketing situation of the organisation” Brassington & Pettit (2006).” The second question is where do we want to go?” this process requires us to “develop appropriate objectives and positioning strategy for the organisation” Brassington & Pettit (2006). The third process is “how are we going to get there?” this stage consists of developing marketing strategies and programmes to meet the needs of the target market. In this report I will only be focusing on the “where are we now” part of the strategic marketing plan. I will be using a marketing audit to analyse the current position of the of Black Berry also known as Research in Motion (RIM) within the telecom industry. In order to do that both an internal & external audit will need to be carried out. The internal audit requires looking at past objectives setup by the organisation, past segmentation targeting and positioning strategies. According to the IIA research foundation (2004) “internal auditing is an independent objective assurance and consulting activity designed to add value to improve organisations operation”. The external audit will require conducting a pest analysis, competitor analysis and a swot analysis in general, the external audit looks into the external environment of an organisation. Dibb et al (2006) says that the marketing environment consists of “the external forces that directly or indirectly influence organisations acquit ions of inputs and generation of outputs, comprising six categories of forces: political, legal, regulatory, green, technological and economical”. The pest analysis is used to find and list external factors that may affect an organisation such as political factors, economical factors, social cultural factors and technological factors. The pestel analysis provides an insight in to the factors which will affect theindustry which in turn will also affect the companies that operate within the industry(Johnson et al 2008).

POLITICAL
The main political factors which affects blackberry is the concern government security. The smart phone industry especially RIM to flourish as the recent survey by Nielsenpointed out that the users of smart phones will overtake feature phone users by2011(Nielsen wire 2010) . The actual challenge for RIM has been in countries likeChina, India and UAE where the countries have raised concerns over the securityfeature the blackberry provides to users as it becomes hard to monitor for thegovernment authorities (BBC 2010). RIM has also been scrutinised in countries likeSaudi Arabia, Indonesia, Kuwait, and Egypt for the above mentioned reason(Guardian 2010). Another major political concern is that some of the Europeancountries like UK, Germany etc have imposed strict regulations with respect tohygiene and safety standards for manufacturers which may impact the operations of RIM as faces pressure from the usage of toxic contents, energy usage and recycling( Farrar.j 2009) ECONOMIC

The economic factors plays a key role in the smart phone...
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