Marketing Strategy Report

Powerful Essays
MKTG 303
Marketing Strategy

Assignment 3
Marketing Strategy Models, Tools and Techniques

NAME: HUANG XIE
STUID: 42093694
CLASS: WED 2PM
TUTOR: Brenton
DUE DATE: 2012-03-28 @5PM

Introduction

In current dynamic business world, there is more and more business that is entering into local and international marketing every day. Moreover, for most organisations, they must face to all kinds of challenges and threats from their large amount of competitors and this dynamic world. For managers, they must consider about critically how to create and maintain competitive advantages by using the current capabilities inside of the organisations.

Therefore, for these organisations, marketing strategy is introduced to help them survive in the dynamic marketing environment and create and maintain competitive advantages with their competitors. Marketing strategy is identified as “a process that can allow an organisation to concentrate its limited resources on the greatest opportunities to increase sale and achieve a sustainable competitive advantage”.

In this report, emerging strategies and how do they work in marketing will be discussed to help understand how they attribute values and competitive advantages for the organisations in the dynamic global marketing environment. Two strategies which are green marketing and Web 2.0 will be explored in the report. At the same time, models, tools and techniques which is identified in Jain’s book as “an instrument that serves as an aid searching, screening, analysing, selecting, and implementing a course of action “will be discussed related to the two strategies to evaluate them so that have organisation can be aware of more issues when taking a marketing strategy.

Green marketing

The first marketing strategy will be introduced in the report is green marketing. Nowadays, more and more organisations and people concern about environment problems. Whilst, more companies have responsibilities for the greenness

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