Marketing strategy of Negotiating Strategic Alliances

Posted by Zander Henry on Aug-22-2018

1. The vision of Negotiating Strategic Alliances

The vision of Negotiating Strategic Alliances is to be the leading quality service and product provider for customers. Being the best and the leading player means that Negotiating Strategic Alliances 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 Negotiating Strategic Alliances

Negotiating Strategic Alliances marketing strategy is grounded in its mission. The mission for Negotiating Strategic Alliances is to be the favorite brand of the customers. This mission is essential for the marketing strategy of Negotiating Strategic Alliances 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 Negotiating Strategic Alliances

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

3.1. Brand awareness

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

3.2. Brand association

• Negotiating Strategic Alliances is directly associated with the brand name and product category
• Negotiating Strategic Alliances has a broad product portfolio
• Negotiating Strategic Alliances is associated with promising and delivering quality and innovative products
• Negotiating Strategic Alliances is also associated with excellent customer service

3.3. Brand loyalty

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

3.4. Brand asset

• Negotiating Strategic Alliances has a substantial brand value
• Negotiating Strategic Alliances also enjoys the high financial worth
• Negotiating Strategic Alliances focuses on building a reliable and robust employee base

3.5. Brand element

• Negotiating Strategic Alliances 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 Negotiating Strategic Alliances

The situational analysis will help in developing the marketing strategy of Negotiating Strategic Alliances 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 Negotiating Strategic Alliances.

4.1. SWOT

4.1.1. Strengths

Negotiating Strategic Alliances marketing strategy can benefit from the following internal advantages:

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

4.1.2. Weakness

Negotiating Strategic Alliances faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

Negotiating Strategic Alliances has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

Negotiating Strategic Alliances faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• Negotiating Strategic Alliances operates I markets with political stability
• Negotiating Strategic Alliances has funding support from the government for small businesses

4.2.2. Economic

• Negotiating Strategic Alliances enjoys high sales because of higher GDP
• Lower interest rates make business expansion and loaning easier for Negotiating Strategic Alliances
• Low inflation strengthens the financial position of Negotiating Strategic Alliances

4.2.3. Social

• Higher education and awareness increases sales of Negotiating Strategic Alliances predict
• Negotiating Strategic Alliances focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• Negotiating Strategic Alliances has an active CSR program
• Negotiating Strategic Alliances ensures environmental safety in all its operations

4.2.5. Legal

• Negotiating Strategic Alliances is aware of local and global laws of business and human resource management
• Negotiating Strategic Alliances 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 Negotiating Strategic Alliances: The Marketing Strategy of Negotiating Strategic Alliances

Negotiating Strategic Alliances marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for Negotiating Strategic Alliances brand and products by 30%
• Increase sales for Negotiating Strategic Alliances 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 Negotiating Strategic Alliances 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 Negotiating Strategic Alliances

Negotiating Strategic Alliances marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

Negotiating Strategic Alliances has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• Negotiating Strategic Alliances has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for Negotiating Strategic Alliances, 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 Negotiating Strategic Alliances consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• Negotiating Strategic Alliances focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

Negotiating Strategic Alliances 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

• Negotiating Strategic Alliances 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 Negotiating Strategic Alliances 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 Negotiating Strategic Alliances, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for Negotiating Strategic Alliances 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 Negotiating Strategic Alliances Positioning of Negotiating Strategic Alliances

The marketing strategy of Negotiating Strategic Alliances targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for Negotiating Strategic Alliances 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 Negotiating Strategic Alliances focuses on quality control

7.2. Mass marketing

• The marketing strategy of Negotiating Strategic Alliances focuses on mass marketing
• This also requires unique marketing designs and product promotion programs
• Negotiating Strategic Alliances makes use of one strategy to influence all segments

7.3. Undifferentiated marketing strategy

• Negotiating Strategic Alliances does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, Negotiating Strategic Alliances 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

• Negotiating Strategic Alliances 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 Negotiating Strategic Alliances 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 Negotiating Strategic Alliances

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

8.1. Cost-effectiveness

• Negotiating Strategic Alliances focuses on reaching consumers effectively rather than grandeur
• Negotiating Strategic Alliances 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
• Negotiating Strategic Alliances has in-house copywriters for marketing campaigns which also helps in controlling costs
• Negotiating Strategic Alliances also focuses efforts on ground activities – which are less expensive than commercial marketing tactics

8.2. Innovation

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

8.3. Strong market research and consumer understanding grounded

• Negotiating Strategic Alliances marketing strategy is strongly grounded in consumer and market research
• Negotiating Strategic Alliances makes informed marketing campaigns and goals based on consumers’ behavioural feedback
• Negotiating Strategic Alliances also incorporates consumer feedback in its marketing strategy
• Negotiating Strategic Alliances 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 Negotiating Strategic Alliances
• In addition to fulfilling functional needs, Negotiating Strategic Alliances also tries to fulfil the emotional and psychological needs of the consumer
• Negotiating Strategic Alliances tries to build a strong emotional bond with the consumer, which also results in high consumer loyalty

9. Distribution Strategy of Negotiating Strategic Alliances

Negotiating Strategic Alliances marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• Negotiating Strategic Alliances makes use of intensive distribution strategy because it is mass marketing
• Negotiating Strategic Alliances’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, Negotiating Strategic Alliances 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

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

9.3. Indirect distribution strategy

• This strategy is largely used for offshore operations where the Negotiating Strategic Alliances does not have a subsidiary
• In these offshore locations, Negotiating Strategic Alliances largely works through the export model
• This makes use of several intermediaries in between, before the product by Negotiating Strategic Alliances reaches the target consumers
• Intermediaries for Negotiating Strategic Alliances 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, Negotiating Strategic Alliances makes use of selective distribution channel
• Negotiating Strategic Alliances 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 Negotiating Strategic Alliances 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 Negotiating Strategic Alliances

The industry in which Negotiating Strategic Alliances operates is very responsive to market and consumer trends. Negotiating Strategic Alliances, 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

• Negotiating Strategic Alliances 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
• Negotiating Strategic Alliances 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

• Negotiating Strategic Alliances 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 Negotiating Strategic Alliances

The marketing mix for Negotiating Strategic Alliances as per the marketing strategy is the following:

11.1. Product

• Negotiating Strategic Alliances has a broad product portfolio
• Negotiating Strategic Alliances provides mass marketed products for all segments across the market undifferentiated
• Negotiating Strategic Alliances 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 Negotiating Strategic Alliances maintains a high focus on innovation in products and introduces new products frequently to keep the consumers engaged

11.2. Place

• Negotiating Strategic Alliances 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 Negotiating Strategic Alliances also has company-operated stores in malls, and otherwise to make products accessible to consumers easily
• Negotiating Strategic Alliances also makes use of e-commerce to increase penetration and sales

11.3. Price

• The Negotiating Strategic Alliances prices its products so that its target consumers can afford it easily
• Negotiating Strategic Alliances uses relative pricing strategy for its products
• The price of Negotiating Strategic Alliances’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 Negotiating Strategic Alliances has a high budget allocated towards marketing activities
• The Negotiating Strategic Alliances invests substantially in digital marketing activities to reap high and effective results
• Use of digital marketing has also allowed Negotiating Strategic Alliances marketing strategy to cap costs and expenses
• Negotiating Strategic Alliances also takes part in direct consumer engagement through on-ground activities where the company initiates trials
• Negotiating Strategic Alliances also invests in traditional media channels to reach maximum consumers in the market

11.5. People

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

11.6. Process

• All activities at Negotiating Strategic Alliances - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at Negotiating Strategic Alliances 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 Negotiating Strategic Alliances

11.7. Physical evidence

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

12. Promotional tactics for the marketing strategy of Negotiating Strategic Alliances

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The Negotiating Strategic Alliances 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
• Negotiating Strategic Alliances 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 Negotiating Strategic Alliances brand

13. Monitoring and evaluation of the marketing strategy of Negotiating Strategic Alliances

13.1. Changes in sales

• Negotiating Strategic Alliances regularly tracks its sales to identify the effectiveness of its marketing strategy
• Increase in sales reflect the success of marketing strategy of Negotiating Strategic Alliances
• Sometimes, Negotiating Strategic Alliances experiences increase ins ae after some time of the launch of the marketing promotions

13.2. Surveys and focus groups

• Negotiating Strategic Alliances 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 Negotiating Strategic Alliances to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of Negotiating Strategic Alliances can also be seen through the revenue and profit growth
• Return on investment allows Negotiating Strategic Alliances 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 Negotiating Strategic Alliances 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 Negotiating Strategic Alliances