Strategic Marketing Essay

3737 words - 15 pages

1. Introduction............31.1 Welcome to the Global Village..........31.2 About the Cereal Market..........31.3 The Kellogg's Company............42. Marketing Environment..............52.1 Porter's Five Forces Model........52.2 Competitive Positions...............72.3 Segmentation and Positioning........82.4 SWOT Analysis..............93. Strategic Planning and the Marketing Process........113.1 Corporate Strategies...........113.2 Marketing Strategies...........124. Implementation of the Marketing Strategy..........144.1 The product...........144.2 The price...............144.3 Promotion..............154.4 Place.....................154.5 Ethical Issues..........165. Conclusion................17Name Shamith Rajitha Dias-AbeygunewardeneStudent ID S7375676FCourse MBA, University of LeicesterIntake April 2004QuestionSelect an organisation that you know well. This could be the organisation you currently work for or have worked in the past, or an organisation well known for its marketing activity and about which information is widely available.Apply what you have learned in this module to the organisation, demonstrating your understanding of theory and how it applied to this organisation. Discuss the marketing management strategy of the organisation, in relation to; (1) the market the organisation is in; (2) implementation of the marketing strategy (through the four P's); and (3) ethical issues that are raised by the marketing strategy and its implementation.While you may want to introduce theories from other modules, for this assignment you should focus in particular on the material related to strategic marketing assignment.Your assignment should explain the situation of the organisation and should also offer a critical analysis that indicates the way that strategic marketing theory can offer alternative routes for the organisation.Make sure you give proper references for any texts of ideas that you use in the preparation of your assignment.Word limit: minimum 2500 - maximum 3500 words.1. Introduction1.1 Welcome to the Global VillageIt is a global world with global consumers who will seek products and services that will conform to their needs but are not willing to search for them. They will seek familiar patterns in their choice of what to buy. This implies that global products and global branding will become even more important. To meet this substantial change in the 'environment' and consumer attitudes, companies will need to reconfigure their entire approach by developing global brands and products. Kellogg is such a world brand that has established itself well in the breakfast cereal market. It is also ranked as the leading cereal manufacturer in the world, ranked by market share.1.2 About the Cereal MarketWhen it comes to consumer attitudes, breakfast food markets have experienced their fair - or unfair - share of rude awakenings. May be in the past, consumers skipped breakfast for lack of appetite now they also eschew it for lack of time or...

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