Marketing Strategies

Individual Assignment Cover Sheet

Family Name: Jiang
Given Name: Fei
Student ID: 41884035

Seminar Leader Name: Andrew West
Seminar Time: Monday 9:00-12:00 am
Unit Code: MKTG303
Due Date: 28th March 28, 2011

Introduction

“The marketing concept of building an organization around the profitable satisfaction of customer needs has helped firms to achieve success in high-growth, moderately competitive markets. However, to be successful in markets in which economic growth has leveled and in which there exist many competitors who follow the marketing concept, a well-developed marketing strategy is required.” (See http://www.quickmba.com/MarketingStrat.shtml)

Marketing strategy is the process of corporation setting target market, and selecting the related marketing mix and techniques according to strategic planning in the consideration of market opportunities and internal resources. As an essential strategy, the purport is to improve and maximize the efficiency of resource utilization. Strategic alliance and corporate social responsibility (CSR) as the emerging marketing strategies are widely used in business. This article will analyze these two strategies with business cases by using different marketing techniques.

Strategic Alliance based on Value Chain analysis

Abstract
In the context of the knowledge-based competitive environment, the rate of technology innovation is accelerating, the market is unpredictable, and customer needs are more personalized and diversified. For businesses, the uncertainty of the future is greatly increasing. By means of strategic alliances, the enterprises achieve the purpose of complementary advantages, uncertainty reduction, and joint adventure and against competitors.

Concept of strategic alliance and value chain

The defining characteristics of strategic alliances are the (1) two or more companies unite to pursue a set of agreed goals, but remain independent even though in an alliance; (2) the alliance... [continues]

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