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Marketing Strategy Assignment

2751 words - 11 pages

Assignment 1 required you to assess the marketing orientation of your organisation. This dictates how it views it's customers and competitors.Assignment 2 requires you to consider competing solutions from the perspective of the customer and to construct a perceptual map of the purchase situation. You should do this for:-a) your own organisation (or one well known to you)b) a recent purchase of your ownIntroduce the purchase situation and examine the factors that are important to customers when evaluating a purchase. Then consider whether the supplying organisation holds the same perspective - Table 6.1 in Jobber reminds us that the perception of these factors can be very different in the customers and organisations view!.Use the customer's view of factors to produce a "Company capability profile" (look at figure 18.4 in Jobber).Finally, select the most relevant factors (explaining your choice) & construct a Perceptual Map of your organisation & competing suppliers. Discuss whether & why the perceptions have changed in the last 10 years. You find the "Networks of Perceptions" (Fig 3 in Study Guide 2) useful in this regard.TOWRY LAW INTERNATIONALTowry Law International (SA) Pty Limited ('TLISA') was a Proprietary company and a subsidiary of Towry Law International ('TLI'), a worldwide financial services provider. TLISA was based in South Africa serving clients predominantly in Southern Africa.TLI was part of The Towry Law Group however the UK arm has been sold on to another brokerage in the United Kingdom and the International arm has been in the process of closing it's operations for the past 2 years. Before the decision to close, TLI was probably the largest firm of independent financial advisers in the offshore market, with close to 30 offices worldwide covering the whole of Asia, the Middle East, Europe and beyond, and approximately 1000 staff. Towry Law Group had been in operation since 1958 and had listed on the London Stock Exchange with a capitalization of over $70 million prior to it's takeover by a Multinational Insurance company in 2000.TLI was also the largest independent distributor of unit trusts and international wealth management advice in the international market.Client offering and factors important to clients.As stated in my first Marketing Strategy assignment, TLISA's client offering was that of service. The offering to clients in South Africa, whether local or expatriate, was a personal financial planning service from 'cradle to the grave'. The main requirement at that time for most South African clients was to invest funds offshore, thereby diversifying wealth away from a weak 'home' currency.The vision of the international group (outside of the UK) was "To become the pre-eminent offshore financial services group, within the Independent Financial adviser (IFA) market" and this would be achieved by;* Concentrating on Quality not Quantity* Retaining the position of premier broker* Maintaining the position of largest...

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