Fenix Multiniche company has a robust and flexible supply chain so it can meet the challenges of

managing success arising from highly successful marketing efforts that lead to flow in consumer demands
for its products.
Customer– Rather than focusing marketing efforts around single purchase, Fenix Multiniche developed
marketing strategy that can maximize customer life time value
Competitors - Intensity of rivalry among existing players – if the intensity is high then the profitability is
usually low in any industry. Thus Fenix Multiniche spended higher resources on marketing efforts.
Compititors Marketing efforts are often barriers to entry in the industry and new entrants not only have to
have huge marketing resources to compete with the occupants but also need high level of marketing .
Collaborators include the supply chain partners both upstream and downstream of the value chain. For
doing Collaborators analysis Fenix Multiniche needs to critically evaluate the supply chain based on
numerous factors such as – bargaining power, what suppliers bring to table, flexibility & agility of supply
chain, revenue sharing at each step of the value chain.
Context Analysis cover the hard-working analysis of macro environme nt factors such as – political and
social environment, regulatory environment, economic conditions in the markets that the Fenix
Multiniche operates in, rate of technology innovations in the industry, legal environment, environmental
standards in the industry etc.
Fenix five stages of Marketing Strategy Process
Step 1 - Marketing Research and Analysis

The first stage of the marketing process at Fenix Multiniche is to do research and analysis to identify
unmet and even unknown customer needs.
Customers Needs– What are the needs that Fenix Multiniche seek to satisfy. Who are the present
customers and who are the potential customers for the new product or service.
Step 2- Selecting Target Customer Segment

Market segmentation is the process through which marketing managers at Fenix Multiniche can divide
the large market into smaller segments based on distinct needs, characteristics, or consumer behavior.
Fenix Multiniche can do segmentation based on following criteria – geographic, demographic, usage, user
status, income, lifestyle, value proposition priorties, benefits sought, loyalty status, gender, social class,
self-perception, psychographic factors, and other attitudes
Step 3- Making a Marketing Plan
1. Objectives of the Marketing Plan : There are various objectives for which Fenix Multiniche marketing
managers can make marketing plan – New product launch, repositioning of existing brand, targeting new
customer segment, entering international markets etc.
2.Marketing budget: Budget each prospective activity that will be under taken under marketing mix
strategy.
Step 4 - Designing a Marketing Mix using 4Ps - Product, Price, Place & Promotion
Product - Understand the deep-seated drivers of perceptions and behavior of consumers and develop a
product that appeal to those drivers.
Place – Evaluate the buying behavior and distribution channel costs to make a channel decision.

Promotion - Engage with customers through use cases and benefits instead of functionalities and features.
Communication should be focused on experience rather than product features.

Price – Price is often determined by marketing strategy, cost structure of the company, competitive
positioning of firm, brand positioning, and various other factors. If the business model is built on
conversion of existing customers then Fenix Multiniche needs to arrive at a price through research at
which the present customers are willing to switch to a new brand.

Step 5 - Post Purchase Services – Sustaining Value

Providing installation and other related services.

Providing product care tips.

Taking regular feedback from customers and asking them how certain features can be enhanced.

Providing regular maintenance services and spare parts, if the customer needs them.

Building communities where customers can share experience and help other customers.