Marketing strategy of Advanced Technology Inc ATI

Posted by Zander Henry on Aug-22-2018

1. The vision of Advanced Technology Inc ATI

The vision of Advanced Technology Inc ATI is to be the leading quality service and product provider for customers. Being the best and the leading player means that Advanced Technology Inc ATI marketing strategy and operations focus on:

• Providing high quality of products and services
• Providing value to customers
• Concentrate on building customer experience

2. The mission of Advanced Technology Inc ATI

Advanced Technology Inc ATI marketing strategy is grounded in its mission. The mission for Advanced Technology Inc ATI is to be the favorite brand of the customers. This mission is essential for the marketing strategy of Advanced Technology Inc ATI as it focuses on all operations and marketing activities in the direction of:

• Consumer centrism
• Using research to understand and influence consumers

3. Brand Equity of Advanced Technology Inc ATI

Understanding and knowing the brand equity is vital for directing and giving meaning to the marketing strategy of Advanced Technology Inc ATI. The knowledge of brand equity will help in shaping Advanced Technology Inc ATI marketing strategy effectively – thereby facilitating the growth of business for Advanced Technology Inc ATI.

3.1. Brand awareness

• Advanced Technology Inc ATI has high brand awareness because of international operations
• The company focuses on higher budget allocation in the country of origin
• Each market for Advanced Technology Inc ATI has modified marketing and strategic directives and plans

3.2. Brand association

• Advanced Technology Inc ATI is directly associated with the brand name and product category
• Advanced Technology Inc ATI has a broad product portfolio
• Advanced Technology Inc ATI is associated with promising and delivering quality and innovative products
• Advanced Technology Inc ATI is also associated with excellent customer service

3.3. Brand loyalty

• Advanced Technology Inc ATI has been successful at gaining high consumer loyalty because of unique and influential marketing strategy
• Advanced Technology Inc ATI has a global customer base
• Advanced Technology Inc ATI keeps adding value addition to the products and product portfolio to keep consumers engaged

3.4. Brand asset

• Advanced Technology Inc ATI has a substantial brand value
• Advanced Technology Inc ATI also enjoys the high financial worth
• Advanced Technology Inc ATI focuses on building a reliable and robust employee base

3.5. Brand element

• Advanced Technology Inc ATI uses the brand element as a means of competitive advantage
• Uses adaptability in product, services, and marketing to meet different cultural demands

4. Situational Analysis of Advanced Technology Inc ATI

The situational analysis will help in developing the marketing strategy of Advanced Technology Inc ATI by conducting a thorough market analysis. This market analysis will aid in understanding the compatibility between external opportunities and other factors, and internal strengths – to be used to maximize the marketing influence of Advanced Technology Inc ATI.

4.1. SWOT

4.1.1. Strengths

Advanced Technology Inc ATI marketing strategy can benefit from the following internal advantages:

• Strong brand image
• Global distribution network
• Investment in market research
• Innovation

4.1.2. Weakness

Advanced Technology Inc ATI faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

Advanced Technology Inc ATI has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

Advanced Technology Inc ATI faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• Advanced Technology Inc ATI operates I markets with political stability
• Advanced Technology Inc ATI has funding support from the government for small businesses

4.2.2. Economic

• Advanced Technology Inc ATI enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for Advanced Technology Inc ATI
• Low inflation strengthens the financial position of Advanced Technology Inc ATI

4.2.3. Social

• Higher education and awareness increases sales of Advanced Technology Inc ATI predict
• Advanced Technology Inc ATI focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• Advanced Technology Inc ATI has an active CSR program
• Advanced Technology Inc ATI ensures environmental safety in all its operations

4.2.5. Legal

• Advanced Technology Inc ATI is aware of local and global laws of business and human resource management
• Advanced Technology Inc ATI abides by all statutes – especially labour law, discrimination law, and employee safety laws

4.3. Porter’s Five Forces

4.3.1. Threat of substitutes

• High risk of replacements
• Substitutes offer similar products at low prices

4.3.2. The threat of new entrants

• New entrants need high financial investment
• New entrants need updated technology for keeping par with industry progress

4.3.3. Bargaining power of buyers

• Sales made to end consumer directly
• Stocking of products at retailers, as well as own-controlled retail outlets

4.3.4. Bargaining power of suppliers

• Multiple suppliers of raw materials
• Suppliers are chosen after careful inspection, and through contracts

4.3.5. Industry rivalry

• High industry rivalry
• Players offer similar products
• Players compete through marketing to influence consumers

5. Marketing Objectives for Advanced Technology Inc ATI: The Marketing Strategy of Advanced Technology Inc ATI

Advanced Technology Inc ATI marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for Advanced Technology Inc ATI brand and products by 30%
• Increase sales for Advanced Technology Inc ATI by 40% by the third quarter of the financial year
• Achieve a trial rate for new products of 10% during the first quarter of the launch
• Increase consumption rate of existing products by 45% during the current financial year

5.2. Enhanced brand recognition

• Increase top of mind recall by 65% during the current fiscal year
• Increase brand recognition by 80% during the first two quarters of the current financial year

5.3. Increased use of digital marketing

• Acquire 25,000 new online customers during the financial year
• Increase website traffic through using blogging and email tactics effectively by 505 during the first two quarters of the year
• Acquire 65,000 likes on the official Facebook page of Advanced Technology Inc ATI during the first quarter of the financial year

5.4. Retail Growth

• Contract with five more leading supermarkets in the first quarter of the year to stock product at eye level shelving
• Contract with two leading online retail sites – eBay and Amazon – to stock our products, and increase accessibility for consumers globally by the second quarter of the financial year

6. Segmentation of Advanced Technology Inc ATI

Advanced Technology Inc ATI marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

Advanced Technology Inc ATI has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• Advanced Technology Inc ATI has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for Advanced Technology Inc ATI, according to the marketing strategy, are in the following various life cycle stages:

• Single students
• Single graduates
• Single people living at home/not living at home
• Young couples without children
• Married couples with one to four children – all at home
• Married couples with one or two children in college
• Old married couples with an empty nest

6.1.4. Occupation

The marketing strategy devises the following occupations for Advanced Technology Inc ATI consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• Advanced Technology Inc ATI focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

Advanced Technology Inc ATI consumer segments have the following lifestyle characteristics:

• They aspire towards a better and higher living standard
• They want to be successful – professionally and socially
• They are not hesitant to try new things, products and services in life
• They are confident in their behaviour and attitude
• They are mainstreamers in their fields

6.3. Geographic segmentation

6.3.1. Region

• Advanced Technology Inc ATI has operations spread across the western developed countries such as America, the united kingdom, and the Netherlands
• It also has operations in emerging markets such as Brazil, India, and China

6.3.2. Density

• The focus of Advanced Technology Inc ATI remains on the urban part of the population

6.4. Behavioural segmentation

6.4.1. Personality

The marketing strategy defines personality characteristics for the consumers of the brand of Advanced Technology Inc ATI, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for Advanced Technology Inc ATI are regular and frequent users of the product

6.4.3. Benefits sought

• Consumers seek functional benefits
• The focus, however, is more on the emotional benefits reaped from the consumption of the brand

6.4.4. Degree of loyalty

• Consumers are very loyal
• Have an emotional attachment with the brand

7. Targeting of Advanced Technology Inc ATI Positioning of Advanced Technology Inc ATI

The marketing strategy of Advanced Technology Inc ATI targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for Advanced Technology Inc ATI is from middle to upper class
• The target market is ambitious and desires to purchase high-end consumer products
• This target market also seeks affordability
• To meet target market expectations, the Advanced Technology Inc ATI focuses on quality control

7.2. Mass marketing

• The marketing strategy of Advanced Technology Inc ATI focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• Advanced Technology Inc ATI makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• Advanced Technology Inc ATI does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, Advanced Technology Inc ATI also created the marketing mix under the marketing strategy as a singular one for the whole market – regardless of the segmentation divides.

7.4. Focus on quality

• Advanced Technology Inc ATI has created, developed, and maintained a brand that satisfies all consumers under the undifferentiated marketing strategy and mass marketing
• No compromise on quality has been made in the broad product portfolio
• To ensure the influence of a single marketing strategy, the Advanced Technology Inc ATI has also adopted a consumer-centric approach in its overall marketing strategy and operations as well
• This was used for targeting strategy as well as for maintaining growth

8. Company Competitive Advantage in the marketing strategy of Advanced Technology Inc ATI

The marketing strategy of Advanced Technology Inc ATI stands out from the clutter and competition. Advanced Technology Inc ATI has also achieved a sustainable competitive advantage in its marketing strategy. This is because of the following factors that Advanced Technology Inc ATI has utilized:

8.1. Cost-effectiveness

• Advanced Technology Inc ATI focuses on reaching consumers effectively rather than grandeur
• Advanced Technology Inc ATI focuses on developing an integrated marketing approach
• The use of digital marketing efficiently and expertly has helped the company reach a wider audience at a lower cost
• Advanced Technology Inc ATI has in-house copywriters for marketing campaigns which also helps in controlling costs
• Advanced Technology Inc ATI also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

• Advanced Technology Inc ATI has stayed updated with latest developments in marketing research and marketing knowledge
• Advanced Technology Inc ATI makes use of new and innovative tactics to reach its target consumers
• Advanced Technology Inc ATI also employs top of the field marketers to facilitate its marketing strategy and promotional campaigns
• Each marketing campaign launched by Advanced Technology Inc ATI is effective catchier and more influential than the previous one

8.3. Strong market research and consumer understanding grounded

• Advanced Technology Inc ATI marketing strategy is strongly grounded in consumer and market research
• Advanced Technology Inc ATI makes informed marketing campaigns and goals based on consumers’ behavioural feedback
• Advanced Technology Inc ATI also incorporates consumer feedback in its marketing strategy
• Advanced Technology Inc ATI marketing strategy is based on market trends, and consumer needs and wants

8.4. Making effective use of emotional appeals

• Consumers’ emotional needs strongly influence all marketing objectives and marketing goals set by Advanced Technology Inc ATI
• In addition to fulfilling functional needs, Advanced Technology Inc ATI also tries to fulfil the emotional and psychological needs of the consumer
• Advanced Technology Inc ATI tries to build a strong emotional bond with the consumer, which also results in high consumer loyalty

9. Distribution Strategy of Advanced Technology Inc ATI

Advanced Technology Inc ATI marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• Advanced Technology Inc ATI makes use of intensive distribution strategy because it is mass marketing
• Advanced Technology Inc ATI’s marketing strategy is based on undifferentiated segments, and thus an intensive distribution strategy allows high penetration and reaches in the overall market
• With the use of the intensive distribution, Advanced Technology Inc ATI tries to maximise its coverage of the markets where it's present
• For achieving the intensive strategy, the company uses hardcore 360-degree integrated marketing strategy and campaign to reach all consumers, across all segments in the market.

9.2. Direct distribution strategy

• Advanced Technology Inc ATI uses direct distribution country of origin as well as in locations where it has subsidiary operations
• The Advanced Technology Inc ATI also makes use of modern retailing channels
• Also, Advanced Technology Inc ATI makes use of e-commerce and makes a sale through online retailers, as well as through the company website
• Direct distributions have allowed Advanced Technology Inc ATI to increase market penetration and accessibility for consumers

9.3. Indirect distribution strategy

• This strategy is largely used for offshore operations where the Advanced Technology Inc ATI does not have a subsidiary
• In these offshore locations, Advanced Technology Inc ATI largely works through the export model
• This makes use of several intermediaries in between, before the product by Advanced Technology Inc ATI reaches the target consumers
• Intermediaries for Advanced Technology Inc ATI include not only the end retail outlets, but also sales agents, retail agents, and distribution agents in offshore locations

9.4. Selective distribution strategy

• For some products of its portfolio which are premium in nature, Advanced Technology Inc ATI makes use of selective distribution channel
• Advanced Technology Inc ATI has maintained a few outlets in the country of origin, and in selected offshore markets for these products
• These placements and locations are chosen based on the niche market that Advanced Technology Inc ATI has for its premium products
• These locations, placements, and marketing strategy helps make the company’s product selectively, but readily accessible for its niche target audience

10. Competition Analysis in the marketing strategy of Advanced Technology Inc ATI

The industry in which Advanced Technology Inc ATI operates is very responsive to market and consumer trends. Advanced Technology Inc ATI, therefore, needs to be vigilant in its market strategy towards competition – to make sure that it maintains its competitive advantage.

10.1. Strategic Group Analysis

• Advanced Technology Inc ATI competes with direct and close competition based on quality and price
• Consumers choose between different companies from the industry based on their functional offering
• Consumers have progressively evolved to strengthen loyalty and form an emotional bond with products that they consume
• Advanced Technology Inc ATI also competes, thereby, with close competition for building stronger brand image, increasing consume loyalty, and for forming strong emotional ties with the consumer

10.2. Industry rivalry

• Advanced Technology Inc ATI experiences high industry rivalry
• The barriers to entry for the industry are low, and new entrants gain easy access in the industry
• The number of local as well as global players is increasing

11. Marketing mix of Advanced Technology Inc ATI

The marketing mix for Advanced Technology Inc ATI as per the marketing strategy is the following:

11.1. Product

• Advanced Technology Inc ATI has a broad product portfolio
• Advanced Technology Inc ATI provides mass marketed products for all segments across the market undifferentiated
• Advanced Technology Inc ATI also provides some selected, premium products to niche customer groups
• All products in the portfolio consistently maintain high quality
• All products are tailored to meet consumer specifications, demands and needs across different regional markets
• The Advanced Technology Inc ATI maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

• Advanced Technology Inc ATI wants to have a close, emotional and personal relationship with its consumers
• The company maintains high control in its distribution strategies – especially through direct distribution strategy
• The company has a presence in leading supermarkets
• The Advanced Technology Inc ATI also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• Advanced Technology Inc ATI also makes use of e-commerce to increase penetration and sales

11.3. Price

• The Advanced Technology Inc ATI prices its products so that its target consumers can afford it easily
• Advanced Technology Inc ATI uses relative pricing strategy for its products
• The price of Advanced Technology Inc ATI’s products include not only the high quality raw materials and value additions but also the enhanced customer experience they deliver
• The company’s pricing strategy allows it to enjoy stable revenue and profit growth

11.4. Promotion

• The Advanced Technology Inc ATI has a high budget allocated towards marketing activities
• The Advanced Technology Inc ATI invests substantially in digital marketing activities to reap high and effective results
• Use of digital marketing has also allowed Advanced Technology Inc ATI marketing strategy to cap costs and expenses
• Advanced Technology Inc ATI also takes part in direct consumer engagement through on-ground activities where the company initiates trials
• Advanced Technology Inc ATI also invests in traditional media channels to reach maximum consumers in the market

11.5. People

• Advanced Technology Inc ATI has a large workforce across different companies
• This workforce is continually trained to become experts in their respective fields of operations
• Advanced Technology Inc ATI hires without discrimination
• Advanced Technology Inc ATI ensures that its employees remain motivated through building an inspirational and creative organizational culture
• Advanced Technology Inc ATI focuses on also building and maintaining organizational commitment and loyalty in its employees

11.6. Process

• All activities at Advanced Technology Inc ATI - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at Advanced Technology Inc ATI are well defined, and well communicated to all employees
• All employees are trained to follow the processes internally to ensure consistently high quality as well as timely production and deliveries
• The systematic processes also ensure a smooth running of operations at the Advanced Technology Inc ATI

11.7. Physical evidence

• The physical evidence for Advanced Technology Inc ATI includes the company logo, company store designs, and the product packaging
• Satisfied and excited customers in the retail spaces of Advanced Technology Inc ATI, as well as during product consumption create a bubbling and an inviting atmosphere
• The e-commerce website for retail by Advanced Technology Inc ATI is also designed with a friendly customer interface to allow maximum interaction with the brand
• The store designs created by Advanced Technology Inc ATI for its retail space allow consumers maximum interaction with the products directly.

12. Promotional tactics for the marketing strategy of Advanced Technology Inc ATI

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The Advanced Technology Inc ATI interacts with the consumers directly, and engages with them, answers their queries and takes their feedback
• The company also shares information and build relationships with consumers through digital marketing
• Advanced Technology Inc ATI also makes use of blogging, emails, and content creations as a means of digital marketing

12.2. Conventional marketing

• The company uses a 360-degree approach in its marketing strategy
• This means that the company makes use of traditional marketing channels as well – such as TV, magazine adverts, and out of house placements

12.3. Influencers

• For direct, on-ground engagement, the company uses influencers
• Influencers interact with consumers directly, or through their channels of communication as a means of content creation and endorsing the Advanced Technology Inc ATI brand

13. Monitoring and evaluation of the marketing strategy of Advanced Technology Inc ATI

13.1. Changes in sales

• Advanced Technology Inc ATI regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of Advanced Technology Inc ATI
• Sometimes, Advanced Technology Inc ATI experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• Advanced Technology Inc ATI frequently conducts focus groups and surveys to identify its brand worth
• These methods also help the company identify brand value, brand recall, and brand recognition
• Focus groups allow Advanced Technology Inc ATI to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of Advanced Technology Inc ATI can also be seen through the revenue and profit growth
• Return on investment allows Advanced Technology Inc ATI to effective gauge the effect and influence of the marketing strategy, and measure its success

13.4. Attainment of marketing objectives

• All marketing objectives set by Advanced Technology Inc ATI are SMART
• The quantitative set against each of the marketing objective can facilitate attainment evaluation for the overall marketing strategy
• Successful and timely attainment of these marketing objectives highlight the success of the marketing strategy of Advanced Technology Inc ATI