STRATEGIC MARKETING

Introduction:

My choice of organisation is ‘Barnard Microsystems Limited’. They develop

unmanned Aircraft to use in commercial, state and scientific applications. They also develop
and design high performance microwave and optoelectronic circuits. They actively
participate in the development of Flight Control Units, Wireless Communications Links and
Precision FMCW microwave altimeters.

Task 1.Understand the principles of strategic marketing management

A. Theoretically discuss the role of strategic marketing in an organisation and briefly

explain the relationship of marketing strategy with corporate strategy.

In General, strategic marketing is a method of selling directly to customers without enabling,

distributors or traditional retailers. Strategic marketing is used to identify the customer needs
and create a marketing plan to satisfy the needs. The plan of strategic marketing includes
what type of marketing programs will be implemented. Our Barnard Microsystems
organisation, use the strategic marketing to prepare a plan to reach the customers and satisfy
them by maximising the profit and production. The main role and vision of strategic
marketing is to increase the performance of organisation through better marketing methods.
In strategic marketing, the satisfaction of the customer is the main part. Strategic marketing
can also improve the business in a better environment. It is used to identify the needs to
customers and prepare a marketing plan to maximise profit and satisfy the needs. Our
organisation usually can create a written plan which contains the marketing programs to be
implemented. This program contains various marketing methods such as E-mail, podcasts
and newsletters.

Corporate Strategy is nothing but the direction of the organisation. Its main objective is to
achieve the success of organisation in long term. It is also focused to involve and expect
changes in the organisation which is a flexible strategy. The development of corporate
strategy includes framing the scope of the organisation and its purpose. And this can be
analysed through a SWOT Analysis. Whenever we are making analysis for strategic
marketing we perform SWOT which is based on strength, weakness, opportunities and
threats. We should analyse and evaluate how they evaluate with one another. It is nothing but
maximising strengths, minimising weakness and considering opportunities. In strategic
marketing while preparing the strategic plan is about to use the output of SWOT analysis and
establish marketing objectives which forms the relationship between the corporate strategy
and strategic marketing.

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B. Explain the process of Strategic Marketing with the help of a diagram and elaborate
each stage in the diagram. Give example from your chosen organisation.

The strategic management process is about analysing the group of analytical tools using
system point of view. It deals with the leadership and decisions required for general managers
in order to achieve vision and goals with the available resources. The strategic management
process is used to develop the structure of organisation and process to make effective and
efficient conditions. It is used to access, develop and control organisation’s strategy. During
the process we can sharpen our skills in presenting analyses and plan of action. There are 3
elements in strategic marketing process such as situation analysis, strategy formulation and
strategy implementation. Situation Analysis is used to develop organisation’s strategic
mission and target by analysing internal and external environment. Strategic formulation is
represented by strategies that are created and developed to put into action. Strategic
implementation is used to implement the values of strategies which are unable to reproduce.
The strategic evaluation and control enables the elements of strategic management process
together in order to achieve the desired strategic output.

The Barnard Microsystems Limited used to perform the strategic marketing process which
has 3 phases. It includes planning, implementation and control. All the 3 phases are equally
important for achieving the marketing strategy of organisation. Planning is to perform the
SWOT analysis. It will help our organisation to determine the current situation in market.
This analysis is about understanding the internal and external factors of organisation. This
information is about planning and setting the marketing objectives and goals. And it is
important to identify issues and attitudes related to the organisation. These all steps are
identified and carefully implemented and controlled effectively and efficiently by this
organisation.

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Task 2: Understand the tools used to develop a strategic marketing strategy

A. There are various models available for strategic marketing planning. With reference
to your chosen organisation, explain which model is being used by the company.

There are various models available for strategic marketing planning we can discuss one by
one. They are Basic strategic planning, Goal Based planning, Alignment model, scenario
planning and organic planning. The Basic Strategic planning has various steps

 Identify our purpose of mission statement

 Select the goals of organisation and accomplish mission
 Identify different approaches to implement the goal
 Identify specific action to implement strategy
 Monitor and update the plan

The Goal based planning contains the following steps such as

 Identify SWOT analysis for assessment

 Strategic analysis to the identify goals
 Design strategies to monitor issues
 Record issues goals and visions
 Develop the budget
 Evaluate strategic plan document

The Alignment model contains the following steps such as

 Plan organisation’s mission, programs and support

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  Identify the adjustments
 Include the strategic adjustments in strategic plan

The strategic planning contains the following steps such as

 Select and imagine several forces affecting organisation

 Develop scenario for every change in force
 Suggest potential strategies to respond for change
 Plan to detect common strategies for external changes

The organic planning contains the following steps such as

 Clarify organisation’s culture values.

 Process the ongoing plan
 Focus on learning

. Our Barnard Microsystems organisation uses the scenario planning model. This is because
this model is about strategic thinking about the issues and goals. Whenever there is change in
organisation it might be demographic changes or changes in regulations. They used to frame
a scenario as best case, worst case and ok. They used to select the most external changes that
affect the organisation. They will identify in next few years and identify reasonable strategies
to undertake a change in the organisation. It is safe and security model for their organisation.
So they implement this model

B. Define and briefly discuss Strategic Positioning and explain its link with marketing
tactics.

Strategic positioning is the main for the success of organisation. It is nothing but the decision.
It helps the organisation to focus and get good. It also helps to know what and where we
stand for. That is it shows the position of strategy. It requires more complexity for managing
the organisation and also requires more clear management techniques, tools and information.
The organisation used to decide and expand the business in different segments where the
organisation produces a unique product and service.

Marketing tactics is the process which allows it to focus on resources which are limited to
create opportunities in order to attain competitive advantage. The main goal to keep the
customers satisfied. The marketing strategy combines the development of product,
promotion, distribution, pricing and relationship management. It analyse the choice of target
markets, strategic positioning, resource allocation and marketing mix. It is the most integral
part of strategy. The organisation can engage customers, prospects to analyse the corporate
strategies, missions and goals. The important component of marketing strategy is to keep the
marketing with mission statement. There is a vital link between the strategic positioning and
marketing tactics in the organisation.

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C. Do you think that your chosen company is using Relationship Marketing? If yes,
explain the benefit which the company is enjoying and if No explain what benefits can
the company enjoy by using Relationship Marketing.

Yes our organisation is using Relationship Marketing. There are various benefits that our
organisation is enjoying. Let us discuss in detail. The relationship marketing process contains
various stages which depend on marketing perspective and the type of organisation. It
includes stages like Interact, communicate, valuate and terminate. Then it also includes
Awareness, comparison and transaction. And also it includes suspect, prospect, customer,
partner, advocate and previous customer.

They enjoy various benefits such as:

 Dedicated customers will recommend their organisation to other which enables to

expand the organisation goals.
 Trusted customers are willing to buy their new products and models.
 Customers are willing to pay more for their goods and services or products because of
their trust about the organisation.
 Customers can tell about the problem which enables them to improve products or
services.
 The ultimate benefit will increase market share, sales and dominant.

Task 3: Be able to use strategic marketing techniques

A. For your chosen organisation, determine its strategic marketing objectives for
selected market by identifying the marketing opportunities in the external environment.
You may use STP analysis to identify.

The Barnard Microsystems Limited has its strategic marketing objectives by determining the
marketing opportunities in the external environment as such.

 Define the target market: Who can purchase the product and service and who is our
target audience. Understand the online marketing and marketing blog.
 Establish resources: Identify the resources for opportunity? The organisational
resources have a major advantage enabled with right amount of resources.
 Determine market attraction: Identify the attractive opportunity. We have to
determine the opportunity which will create enough profit to overcome the cost.

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  Predict customer base: Identify the size of customer base. In order to provide effective
profit and growth the target market should be identified.
 Determine cost of product: How much do the customers pay for this item? We should
make sure that we need to make enough manufacturing cost, labour or start up costs.

STP is nothing but the segmentation, targeting and positioning. It contains 3 stages. First we
should determine what kind of customers are exist then we need to select the best who try to
serve and finally we need to implement our segmentation by optimising the product and
services. The Barnard Microsystems uses this STP analysis to maintain their strategic
position efficiently and increase the performance with the desired output.

B. With reference to your chosen organisation, identify what are its core competencies
and how the organisation can use these core competencies effectively in the target
market.

Core competence can be defined as the group of skills and technologies which results in
effective knowledge, experience and new strategic objectives. Every organisation has
competencies. These competencies can be core when the knowledge achieves good status and
provide a good customer value. But not all the competencies are core competencies because it
should have extraordinary skills, superiority which is the integral part of value proposition.
This can be divided into two: physical product production competencies and service product
production. The production competencies can be divided into material competencies,
fabrication and assembly competencies. Material competencies are production and
technological skills and fabrication & assembly competencies are manufacture components,
subsystems and systems. Service competencies can be grouped as knowledge based and
knowledge embedded.

The Barnard Microsystems uses these core competencies in order to develop effective target
market. They make use of all physical product competencies and service product production.
These make their organisation well known and customer focused. The skills and knowledge
are properly identified during each stage and used in our organisation by considering the
target market.

Task 4: Be able to respond to changes in the marketing environment

A. Perform a SWOT analysis on your chosen organisation in details

We can perform SWOT analysis in Barnard Microsystems Limited. In order to perform

SWOT analysis we need to identify the important elements in the organisation such as
strengths, weakness, opportunities and threats. Strengths are internal positive tangible and
intangible attributes. Weakness are factors that organisation to improve. Opportunities are

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factors that represent to develop. Threats are seriousness or problems to occur. Let us identify
those from our organisation. Their strengths are airframes, engines, avionics, wave maker and
circuits. Weaknesses are unmanned aircraft accidents and failures. This should be get
improve which enables the safety and reliability of unmanned aircraft. Opportunities are they
identified technologies which are to be developed further such as flight control systems, sense
and avoid technology, power generation, health monitoring system, sensor and image
management, automatic landing systems and airworthiness. Threats such as flying in sub-zero
temperatures, temperature extremes, winds and dust storms.

B. Analyse the impact of changes in the internal environment of an organisation and

examine how Globalisation have impacted your chosen organisation in external
environment.

The internal environment has various elements like employees, management, corporate
culture. Even though some elements affect the organisation, sometimes it affects only the
manager. There is various impacts of changes in internal environment of organisation such as
various situations or events that arise inside the organisation. This might be an organisational
culture, technological capacity, management systems, financial management or employee
morale. The external environment factors are competition, customer behaviour, economy,
social environment, technological changes and demographics. It also includes opponents,
economic structure, financial arrangement, political system and impact of environment. The

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organisation is exposed to determine the demand, supply, international market and political
development.

Globalisation is the process of change, integration and interaction. There are several ways of
globalisation impact which are as follows:

Manage operations with large scale

Deal with diversity

Usage of technology

Search and increase talent

Corporate communication

Develop shared corporate culture.

Conclusion:

Hence we have analysed our Barnard Microsystems organisation in all views and efforts
through analysis strategic marketing. We have also implemented models and performed
SWOT Analysis with effective measures. Our theoretical and practical study and analysis
proved that we made effective and efficient research on Barnard Microsystems Limited
which is our desired choice of organisation.