British University College

Assignment Cover Sheet

NAME OF STUDENT Ei Phyu

ASSIGNMENT ISSUE DATE: 10 February 2022
MODULE CODE MAR 704
UNIT TITLE Marketing Management
ASSIGNMENT TITLE Taj Hotels
ASSIGNMENT NO 1
NAME OF ASSESSOR Kyaw Myo Min
SUBMISSION DEADLINE 13 Mar 2022

TO BE FILLED BY STUDENTS
Please complete in full all categories neatly before submitting the work for assessment

NUMBER OF PAGES SUBMITTED 24

ASSESSMENT TITLE (A Copy of the
assessment brief MUST be attached together Taj Hotels
with this work)
DATE ASSESSMENT BRIEF IS RECEIVED
SUBMISSION DATE 11.3.2022

I, ______Ei Phyu____________________ hereby confirm that this assignment is my own

work and not the product of plagiarism, collusion or other academic irregularity. I have
referenced the sources from which information is obtained by me for this assignment.

…Ei Phyu…………………….
….11.3.2022……………….
SIGNATURE OF STUDENT DATE

FOR OFFICIAL USE

Assignment Received By: Date:

BUC 1
:

BUC 2
TO BE FILLED BY STUDENTS
Please list the evidence submitted for each task. Indicate the page numbers where the evidence
can be found or describe the nature of the evidence (e.g. video, illustration).

Page Number or
Task Ref Evidence Submitted
Description
12
1.1 Discuss the role of strategic marketing in an organisation.

12
1.2 Explain the processes involved in strategic marketing.

Evaluate the links between strategic marketing and 13

1.3
corporate strategy.
Assess the value of models used in strategic marketing 14
2.1
planning.
Discuss the links between strategic positioning and 15
2.2
marketing tactics.
Analyse the merits of relationship marketing in a given 16
2.3
strategic marketing strategy.
Use appropriate marketing techniques to ascertain growth 16
3.1
opportunities in a market.
17
3.2 Plan how to use marketing strategy options in a market.

Create appropriate strategic marketing objectives for a 18

3.3
market.
Report on the impact of changes in the external 18
4.1
environment on a marketing strategy.
Conduct an internal analysis to identify current strengths 19
4.2
and weaknesses in a marketing strategy
Propose strategic marketing responses to key emerging 20
4.3
themes in a marketing strategy
Present your proposed marketing strategies and responses 21
4.4
supported by key findings.
Additional comments to the Assessor:

BUC 3
Coursework Policies

1. All coursework submitted must include

a. A copy of the full brief given by the assessor (with the signed coversheet)
b. All source material must be cited in the text and a full bibliography of source
material (including author, title, publisher and date) listed at the end of the
submission.

2. All work must be submitted in the mode instructed by the assessor.

3. Work submitted under the student’s name must only be the work of that student. All
information sources must be acknowledged. Plagiarism is a serious offence and will
render offenders liable to disciplinary action as set out in British University College’s
rules and regulation.

4. Students MUST keep a copy of all submitted work for reference purposes prior to the
original being handed in and returned. This will provide proof that the work was
completed, in the event that the work goes astray.

5. Whenever a candidate submits work after the deadline without an authorised extension,
mark will be capped as 40. Assessors may comment on the quality of the work for
learning purposes.

6. Requests for extensions of submission deadlines must be made in writing prior to the
submission deadline to the Academic Coordinator and must be supported by
documentary evidence.

7.

TO BE FILLED BY ASSESSOR AND INTERNAL VERIFIER

Assessor’s decision
Internal
Outcome Evidence for Feedback First Re- Verificatio
the criteria Tas
attem wor n
k
pt k
Understan
d the
Discuss the role
principles
of strategic
of strategic 1.1
marketing in an
marketing
organisation.
manageme
nt
LO1 Explain the 1.2
processes
involved in
strategic
marketing.

BUC 4
 Evaluate the
links between
strategic
1.3
marketing and
corporate
strategy.

Assess the value

of models used
in strategic 2.1
marketing
planning.

Discuss the
Understan links between
d the tools strategic
used to 2.2
positioning and
develop marketing
a strategic tactics.
marketing
strategy
LO2
Analyse the
merits of
relationship
marketing in a 2.3
given strategic
marketing
strategy.

Assessor’s decision
Internal
Outcome Evidence for Feedback First Re- Verificati
the criteria Tas
attem wor on
k
pt k
Use appropriate
marketing
techniques to
3.1
ascertain growth
Be able to opportunities in
use strategic a market.
marketing
techniques
LO3 Plan how to use
marketing
3.2
strategy options
in a market.

BUC 5
 Create
appropriate
strategic
3.3
marketing
objectives for a
market.

Report on the
impact of
changes in the
external 4.1
environment on
a marketing
strategy.

Conduct an
Be able to
internal analysis
respond to
to identify
changes in
current strengths 4.2
the
and weaknesses
marketing
in a marketing
environment
strategy
LO4
Propose
strategic
marketing
responses to key
4.3
emerging
themes in a
marketing
strategy
Present your
proposed
marketing
strategies and 4.4
responses
supported by
key findings.

BUC 6
 Assignment

( ) Well-structured; Reference is done properly / should be done (if any)

Areas for improvement:

ASSESSOR SIGNATURE DATE / /

NAME:................................................................................

(Oral feedback was also provided)

STUDENT SIGNATURE DATE 11 / 3 /2022

NAME : Ei Phyu.................................................................

BUC 7
 FOR INTERNAL USE ONLY

VERIFIED YES NO

DATE : ..................................................................

VERIFIED BY : .................................................................

NAME : ..................................................................

BUC 8
Table of contents

Executive Summary 10

Introduction 11

Role of strategic marketing in an organisation 12

Processes of strategic marketing 12

The links between strategic marketing and corporate strategy 13

The value of models used in strategic marketing planning 14

The links between strategic positioning and marketing tactics 15

Relationship marketing 16

Marketing techniques 16

Marketing strategy 17

Strategic marketing objectives 18

Impact of changes in the external environment on a marketing strategy 18

Internal analysis to identify strengths and weaknesses 19

Strategic marketing responses to key emerging themes in a marketing strategy 20

Marketing strategies and responses 21

Conclusion 22

References 23

BUC 9
 Executive Summary

This assignment is about the marketing strategies of Taj Hotels. It consists of the role of strategic
marketing in an organisation and the processes involved in strategic marketing. And it consists of
evaluation of strategic marketing that it links to corporate strategy. And then it includes discussion
of marketing models that used in strategic marketing planning and the link between marketing
tactics and strategic positioning. In addition, it consists of analysing the relationship marketing that
it used in strategic marketing strategy and how to get opportunities in a market by using
appropriate marketing techniques. And how to use appropriate marketing strategy in a market and
setting smart marketing objectives for a market and how to adjust the marketing strategy to
respond the impact of external changes. And it consists of internal analysis that connected with
marketing strategy of Taj Hotels. And then we are talking about strategic marketing responses to
key emerging themes in a marketing strategy and presenting marketing strategies and responses
the appropriate marketing strategy.

BUC 10
 Introduction

The Indian Hotels Company (IHC) is the parent company of Taj Hotels Resorts and Palaces. Taj
Hotels is Asia’s largest and finest group of hotels and it was founded in the year 1903 by
Jamsetji Tata, founder of Tata Group. The Taj Hotels Resorts and Palaces comprises 60 hotels in
42 locations in India and 17 internationally hotels in the Australia, USA, UK, Bhutan, Sri Lanka,
Africa, Malaysia and the Middle East with over 13000 people. Taj Hotels is one of the leading
brands in the tourism and hospitality sector. The Taj Hotels are categorized as luxury, business
and leisure and it provides the finest standards of hospitality. Taj Hotels operates in the luxury,
premium, mid-market and value segmentation of the market. The goal of Taj Hotels is to
become the largest hotel brand in the Hospitality industry in Indian and to be developed into
international hotel brand. I am working as a Marketing Manager in the Taj Hotels. A marketing
manager’s job is to promote a business, product, or service. And I have to report to the
Marketing Director about the various issues in Strategic Marketing of our organization.

BUC 11
1.1Ans
“Strategic Marketing is the use of marketing disciplines to achieve organizational goals by
developing and maintaining a sustainable competitive advantage. It addresses high-level
considerations such as what markets to target, which services to offer and how to price and
promote them” (Lee Frederiksen, 2021).

According to the above definition, strategic marketing is the vital role of Taj Hotels as it helps to
achieve the organizational goal by using the resources in effective way. Taj Hotels mainly uses
the marketing mix model (4Ps- Product, Price, Promotion and Place) in strategic marketing to
maintain its market and get the competitive advantages. As the activities of marketing of Taj
Hotels, the company uses the product strategy by building luxury, business and leisure hotels in
India and international countries to fill the market demand. And Taj Hotels uses promotion
strategy by doing various advertising strategy and promotional campaign to build the brand
awareness. Then, Taj Hotels uses the pricing strategy as regarding premium price to get the
customer impress and give customer value. And Taj Hotels is located in comfortable places for
tourists and business travellers. As the Taj Hotels is a service marketing brand, marketing and
sales team are the most important part to get the customer satisfaction about their service.
Marketing and sales department, then, directly relate to getting the profit of the organization.

1.2 Ans
“Strategic marketing process can be defined as marketing planning, which is the application of
marketing resources to achieve marketing objectives. Marketing planning, then, is simply a
logical sequence of activities leading to the setting of marketing objectives and formulation of
plans for achieving them” (TMC Academy). “Strategic marketing process consists of 4 stages:
(1) analysing marketing opportunities
(2) selecting target markets
(3) developing the marketing mix
(4) managing the marketing effort” (Kotler, 2005).

At the stage of analysing marketing opportunities, Taj Hotels uses SWOT analysis in which Taj
Hotels aims all segments like upper upscale segment, luxury segment, upscale and economy
segment in hospitality sector as its competitive strengths.

BUC 12
At the stage of selecting target markets, target market of Taj Hotels is the upper middle class to
upper-class individuals such as business traveller, tourists and the people who want to taste
luxury and leisure.

At the stage of the marketing mix, Taj Hotels does the implementation and brand positioning by
utilizing the marketing mix (4Ps- Product, Price, Promotion and Place). In this stage, Taj Hotels
gains its marketing objectives by using the marketing mix.

At the stage of managing the marketing effort, the company revises and adjusts its marketing
strategy according to market condition that helps future marketing activities. For example, Taj
Hotels can set marketing objectives like whether its market area ought to be expanded or not
according to its current situation.

1.3 Ans
Corporate strategy is the strategic decisions in which how to attain the goal, how to gain the
competitive advantage and create value for shareholders. “Value chain- It is the process of
making, communicating and delivering a product as per the customer’s needs and wants. It links
strategic marketing and corporate strategy” (Clegg, 2011).

Mission statement of Taj Hotels is to become the largest hotel brand in the Indian sector and
develop into international hotel brand representing its home country. To achieve the mission
statement, the company makes corporate strategy in which it is included regarding target market
i.e. developed countries like UK, USA, Australia, Malaysia, Middle East sectors and other
countries, regarding marketing strategies like marketing mix models and other marketing
techniques and deciding the promotion strategies like Taj Inner Circle Programme and other
internal training programmes and regarding advertising strategies like Business newspaper, T.V
channels, Magazines and other social media platforms to do band positioning and customer
awareness. Marketing department needs to link mission statement of Taj Hotels. Marketing
department needs to follow the framework of strategic planning of Taj Hotels. For example, as
target segment of Taj Hotels are upper class, business class and tourists, marketing department
have to choose appropriate advertising channels like CNN and CNBC T.V channels, The Out
Look Travelar, Go Now and Travel magazines and E.T, Bombay Times and other business
newspapers to achieve the mission statement.

BUC 13
2.1 Ans
“Strategic marketing planning: It is an operational and managerial process which helps an
organization in making and applying effective marketing strategies” (Dess, 2012).

“A marketing model is a framework that describes how consumers find, interact with, engage
with, and buy from you, and compares these data points with your competition” (Ahn, 2020).

The Ansoff matrix is one of the marketing models. Ansoff Matrix strategy consists of 4
strategies:

1. Market penetration strategy: This strategy focuses on increasing of sale volume in which
existing products have to be penetrated to existing market.
2. Product development strategy: This strategy focuses on introducing of new products to
penetrate in existing market.
3. Market development strategy: This strategy focuses on penetrating in a new market to
enter its existing products.
4. Diversification strategy: This strategy focuses on penetrating a new market to introduce
its new products.

This marketing model is important in strategic marketing planning of the organization as it helps
the organization to get competitive advantages and market opportunities. For example, when Taj
Hotels uses product development strategy, the organization needs to do marketing planning
processes (Market analysis, Market segment, Marketing mix and Review market condition and
strategies) according to the marketing model that used in the organization.

Porter’s five forces is one of the marketing models. These five forces are:

1. Competitive Rivalry: the strength of competition in the industry.

2. Supplier Power: the ability of suppliers to drive up the prices of your inputs or raw
materials.
3. Buyer Power: the strength of your customers to drive down your prices.
4. Threat of Substitution: the extent to which different products and services can be used in
place of your own.
5. Threat of New Entry: the ease with which new competitors can enter the market and
potentially drive down your prices.

BUC 14
This model is also important in strategic marketing planning as it helps the organization to
identify its strength area, to improve weakness and to avoid the mistake by using this model. For
example, Taj Hotels gains the benefit of using this model by which creating differentiation
products like luxury, business and leisure hotels differ from other competitors.

2.2 Ans
“Strategic positioning is the principle which shows how an organization competes and serves its
customers. Positioning helps an organization by creating awareness among the customers”
(Proctor, 2000). Strategic positioning is brand establishing in the minds of customers by using
the marketing tactics. Taj Hotels utilizes the marketing mix (4Ps- Product, Price, Place and
Promotion) as marketing tactics to build brand positioning.

Product strategy of Taj Hotels:

The Taj Hotels brand consists of 90+ hotels and resorts in India and around the world. And the
Taj hotels operates three main categories – Luxury, Business, and Leisure namely Taj, Vivanta,
and Gateway as a part of its marketing mix product strategy.

Pricing strategy of Taj Hotels:

Taj Hotels aims to a group of people who wants the taste of luxury in their travel and business.
Taj Hotels are the market leaders in the sector and worldwide. Target customers of Taj Hotels
are upper class audience. The brand of Taj Hotels follows the premium pricing strategy as it is
known for luxury, excellence, quality and leisure.

Place and distribution strategy of the Taj Hotels:

Taj Hotels established its hotels in very large cities and it expands in business sector. Then it
gradually expands and changes into the tourism and hospitality market. Taj Hotels are present in
many states in India. The Taj Hotels is present in international countries like South Africa,
Bhutan, Maldives, Zambia, Nepal, Sri Lanka, Dubai (UAE), Malaysia, UK, and the USA.

Promotional strategy of Taj Hotels:

Taj Hotels have membership club, loyalty program and promotional offers to loyal customers.
These promotional strategies help the organization in maintaining the loyal customers and in
attracting the new customers.

BUC 15
2.3 Ans
“Relationship marketing is a face of customer relationship management (CRM) that focuses on
customer loyalty and long-term customer engagement rather than shorter-term goals like
customer acquisition and individual sales” (TechTarget, 2019). The purpose of using
relationship development strategies in marketing is to create lifelong customers.

Taj Hotels uses word of mouth marketing strategy in which customer loyalty program is mainly
used to gain the better customer retention, more customer referrals and user-generated content.
“Customer loyalty program is a marketing approach that recognizes and rewards customers who
purchase or engage with a brand on a recurring basis” (Salesforce, 2019). Taj Hotels’ customer
loyalty program is the automatic upgrade system that given a chance to customers. The
customers can earn points by staying frequently in its hotel in which if the customers have
sufficient points, they can stay in higher class hotel. This marketing strategy of Taj Hotels is
effective in establishing customer relationship, increasing customer purchase frequency and
increasing customer satisfaction.

3.1 Ans
“Marketing techniques are the tools used by the marketing department of the company in order
to attract more customers and make more profits towards business” (Help, 2019).

Brand extension strategy will be appropriate for Taj Hotels. “A brand extension is when a
company uses one of its established brand names on a new product or new product category”
(Kopp, 2021). A brand extension helps Taj Hotels to reach new geographic like China, Korea
and Singapore, etc in which the company can gain more customers, increase sales, and boost the
profit.

Worth of mouth marketing strategy is also appropriate for Taj Hotels. Most of the customers
make the decision by the review or recommendation of their friends or influencers. Thus, Taj
Hotels needs to maximize word of mouth marketing by doing activities or programs like product
giveaways, brand ambassador program and customer membership clubs and so on.

Social media marketing strategy is essential for Taj Hotels. “The term social media marketing
(SMM) refers to the use of social media and social network to market a company’s products and
services” (Hayes, 2021). Taj Hotels can attract the customers by using paid advertisements such

BUC 16
as Google search engine, Face book, Twitter, You tube, Pinterest and other social media
platforms.
3.2 Ans
“A marketing strategy is the combination of all the business’s decisions and actions to increase
sales and achieve a sustainable competitive advantage by understanding and fulfilling the needs
and wants of the customers” (Pahwa, 2021). Porter’s generic strategies is one of the marketing
strategies. Porter's generic strategies are:
 Cost Leadership Strategy
 Differentiation Strategy
 Focus Strategy

Cost leadership strategy: The cost leadership strategy focuses on reducing the cost to deliver the
quality products or services to customer, by which the company gains the competitive
advantage.

Differentiation strategy: The differentiation strategy focuses on the products or services that is
unique feature and different from competitors in which the company can get competitive
advantage.

According to (Porter, 1985) “The focus strategy has two variants:

 Cost focus strategy
 Differentiation focus strategy

In cost focus a firm seeks a cost advantage in its target segment, while in differentiation focus a
frim seeks differentiation in its target segment.”.

Cost leadership strategy is appropriate to use in Taj Hotels in which the company can reduce
fixed cost and variable cost as little as possible. Thus, the company can give to customers with
lower price than competitors. Differentiation strategy is also appropriate to use in Taj Hotels. For
example, Taj Hotels provides sufficient facilities such as travel assistance, restaurant and bars,
full-equipped business centre, meeting rooms, luxurious banquet rooms, shopping arcade, fitness
centre, arrangements made for golf and tennis and other facilities. By using these strategies, the
company can gain the competitive advantages, customer satisfaction and be the market leader.

BUC 17
3.3 Ans
“Marketing objectives are goals set by a business when promoting its products or services to
potential consumers that should be achieved within a given time frame”(study.com, 2021). And
marketing objectives have to be SMART – Specific (the goals have to be clear and easy to
understand), Measurable (the goals need to have key performance indicators-KPI), Achievable
(the goals have to be tangible and good reasons), Relevant (the goals are relevant to business
direction), Time-Bound (the goals need to have timeline)

Taj Hotels marketing objectives include develop brand loyalty, retain existing customers,
increase sales, expand into a new market. To develop brand loyalty and retain existing
customers, Taj Hotels uses promotion strategies such as customer loyalty program, contacting
directly with customers by using social media platform, creating reward program. To increase
sales, the company needs to use advertising strategy by using T.V channels, newspaper,
magazines and social medial platforms. To expand into a new market, the company needs to do
market analysis and use marketing mix models. These marketing objectives can be measured
with SMART whether the company’s goals are successful or not.

4.1 Ans

“A PESTLE analysis is a tool used to gain a macro picture of an industry environment. PESTLE
stands for Political, Economic, Social, Technological, Legal and Environmental factors”
(Sydney, 2022).

 The political environment can affect an industry through trade tariffs, conflicts, taxation,
fiscal policies.
 Economic factors can affect Inflation rate, disposable income, foreign exchange rates,
economic growth patterns.
 Social factors can affect religion and ethics, consumer buying patterns, opinions and
attitudes, media, brand preferences, education.
 Technological factors may affect in market like technological development, license
registration, technology research and information.

BUC 18
  Legal factors may affect both the internal and external environment of a company like
employment laws, industry specific regulations, consumer protection, environmental
regulations.
 Environmental factors include geographical location, stakeholder and consumer values,
environmental offsets, natural disaster, global climate change.

These external changes may affect in the marketing strategies of Taj Hotels. For example,
environmental changes like Covid-19 pandemic effect on market situation. Because of the
Covid-19, business travelers are not much compared to before. Thus, hotel’s revenue is
automatically low at the same time the company needs to adjust marketing strategies to reduce
its expenses as little as possible. In addition, because of Covid-19, the company needs to create
new technologies to avoid personal contact. And economic factors effect on business profit rate.
For example, if increase the foreign exchange rate, Taj Hotels needs to adjust pricing strategy.
Thus, Taj Hotels needs to adjust their strategies follow by PESTLE changes to get benefit from
these changes.

4.2 Ans
Businesses need to do SWOT analysis to achieve the competitive advantage and organizational
goal. Below are the strengths and weakness of Taj Hotels:

Strength:

1. Group comprises 93 hotels in 55 locations across India with an additional 16

international destinations.
2. Employee strength over 13000 people
3. Luxury, Business and Leisure Hotel
4. Employee retention due to good brand image
5. Top-of-the-mind brand recall
6. Internal training program
7. Taj inner circle loyalty program
8. Various host of facilities

Weakness:

1. The high cost of maintenance

BUC 19
 2. Customer relationships
3. Unequal growth segments

Taj Hotels’ objective is to be the largest hotel brand in India and expand to international sector.
Thus, Taj Hotels’ corporate strategy is to do brand positioning in developed countries in which
target customer is upper class, business travelers and tourists. Marketing department needs to use
the strengths and weaknesses of organization to gain the organizational goals. As Taj Hotels has
above strengths, the company can create increasing the speed of new product developments and
can gain the competitive advantages. And the company can reach its target market and make
more partnerships with customers and other stakeholders by using its strength. In contrast
weakness of Taj Hotels, high cost of maintenance ought to reduce as little as possible. And Taj
Hotels have to do for growth customer relationship. And then every sectors of the organization
need to grow equally. By converting these weaknesses to strength, the company can get more
competitive advantages.

4.3 Ans
Environmental factors and technological trends are the important themes which influenced the
marketing strategy. Businesses should always keep up with the latest technology trends, because
your competitors will too. New technologies are designed to benefit both organization and
customers. For example, COVID-19 pandemic affect in developing new technologies like voice
search, contactless payments, virtual and augmented reality, and the internet of things. It has led
to be smart in hotels industry and travel and tourism sector. By using these technologies, it eases
to check-in, without having to queue and speak to reception staff.

Taj Hotels ought to use these technologies to respond the impact of external factors. Other
competitors will use the new technologies to gain the competitive advantages. Thus, Taj Hotels
should use these technologies to gain customer satisfaction, to get the competitive edge by using
the appropriate strategies for new technology. By using these techniques, the company can
attract the new customer and can be the market leader. So, the businesses need to keep up every
external factors and trending technologies. These are the benefit of Covid-19 impact on
technological sector.

4.4 Ans

BUC 20
“Market segmentation is a marketing term that refers to aggregating prospective buyers into
groups or segments with common needs and who respond similarly to a marketing action”
(Tarver, 2021).

Market segmentation strategy is appropriate to use in Taj Hotels. Market segmentation is

typically divided into four groups: demographic, geographic, behavioural, and psychographic.
Each segmentation strategy offers different marketing solutions and unique from other groups.

 Geographically is analyzing by region or area

 Demographically is analyzing by age, gender, family size, income, or life cycle
 Psychographic is analyzing by social class, lifestyle, or personality
 Behaviorally is analyzing by benefit, use, or response

By using market segmentation strategy, Taj Hotels can build brand loyalty among hotel and
hospitality industry. And Marketing segmentation strategies help the company to predict who the
potential customer is like upper class, business travellers and tourists and where want to
establish its product or service like developed countries or developing countries. By using these
strategies, the company doesn’t use its resources in the wrong market and non-potential
customers and addition the company can get better customer experiences, loyalty, and niche
marketing.

BUC 21
 Conclusion
As the conclusion, we have learnt how the marketing strategies are important in organization.
And we have known how can get the competitive advantage by using the resources like strength
and weakness of the organization. Then importance of techniques to approach the target market
and to choose right market segment. In hotel and hospitality sector, products and the services are
important as these are related to the success of the organization. And it is important to respond
the impact of external changes by using the appropriate marketing strategies. Using marketing
strategies and techniques helped the company in reaching objectives of the company and
satisfying customers with their unique product and service.

BUC 22
References

1. Lee Frederiksen (2021). hingemarketing.com. [online]Available from:

https://hingemarketing.com/blog/story/strategic-marketing-for-professional-services
[Accessed date-21st February 2022]
2. Kotler, P ‘et al’. (2005). England. Principles of marketing. Pearson Education Limited.
Fourth European Edition
3. TMC Academy. Strategic Marketing Management
4. Clegg, S. (2011). London. Strategy. Kirsty Smy. Kuth Stit
5. Dess, G. (2012). New York. Strategic Management. McGaw Hill/Irwin
6. Ann, T. V. (2020). Vital Solutions. [online] Available from:
https://viralsolutions.net/marketing-models-help-strategy/ [Accessed date-23rd February
2022]
7. McDonald, M & Meldrum, M. (2013). London. The complete marketer. Kogan page
8. Mindtools. (2021). mindtools.com. [online] Available from:
https://www.mindtools.com/pages/article/newTMC_08.htm [Accessed date- 24th
February 2022]
9. Proctor, T. (2000). London. Strategic Marketing. Routledge
10. Salesforce (2019). salesforce.com. [online] Available from:
https://www.salesforce.com/blog/customer-loyalty-program-examples-tips/ [Accessed
date- 26th February 2022]
11. HND Assignment Help. (2019). Hndassignmenthelp.com. [online] Available from:
https://www.hndassignmenthelp.com/role-of-strategic-marketing-in-an-organisation/
[Accessed date-26th February 2022]
12. Kopp, C. M (2021). Investopedia.com. [online] Available form:
https://www.investopedia.com/terms/b/brand-extension.asp [ Accessed date-26th
February 2022]
13. Hayes, A (2021). Feedough.com. [online] Available from:
https://www.investopedia.com/terms/s/social-media-marketing-smm.asp [Accessed date-
26th February 2022]
14. Pahwa, A (2021). study.com. [online]Available from:
https://www.feedough.com/marketing-strategy/ [Accessed date-26th February 2022]

BUC 23
 15. Porter, M. E. (1985). New York. Competitive advantage. The free Press
16. Study.com. (2021). study.com. [online] Available from:
https://study.com/academy/lesson/what-are-marketing-objectives-examples-lesson-
quiz.html [Accessed date-26th February 2022]
17. The University of Sydney. (2022). usdy.deu.au. [online] Available from:
https://libguides.library.usyd.edu.au/c.php?g=508107&p=5994242 [Accessed date-26th
February 2022]
18. Lightercapital. (2020). Lightercapital.com. [online] Availablefrom:
http://www.lightercapital.com/blog/product-development-strategy-definition-examples/
[Accessed date- 9th March 2022]

BUC 24