Marketing strategy of Trump in Scotland

Posted by Zander Henry on Aug-22-2018

1. The vision of Trump in Scotland

The vision of Trump in Scotland is to be the leading quality service and product provider for customers. Being the best and the leading player means that Trump in Scotland 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 Trump in Scotland

Trump in Scotland marketing strategy is grounded in its mission. The mission for Trump in Scotland is to be the favorite brand of the customers. This mission is essential for the marketing strategy of Trump in Scotland 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 Trump in Scotland

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

3.1. Brand awareness

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

3.2. Brand association

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

3.3. Brand loyalty

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

3.4. Brand asset

• Trump in Scotland has a substantial brand value
• Trump in Scotland also enjoys the high financial worth
• Trump in Scotland focuses on building a reliable and robust employee base

3.5. Brand element

• Trump in Scotland 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 Trump in Scotland

The situational analysis will help in developing the marketing strategy of Trump in Scotland 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 Trump in Scotland.

4.1. SWOT

4.1.1. Strengths

Trump in Scotland marketing strategy can benefit from the following internal advantages:

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

4.1.2. Weakness

Trump in Scotland faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

Trump in Scotland has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

Trump in Scotland faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• Trump in Scotland operates I markets with political stability
• Trump in Scotland has funding support from the government for small businesses

4.2.2. Economic

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

4.2.3. Social

• Higher education and awareness increases sales of Trump in Scotland predict
• Trump in Scotland focuses on understanding consumers and fulfilling their demands through its offerings

4.2.4. Environmental

• Trump in Scotland has an active CSR program
• Trump in Scotland ensures environmental safety in all its operations

4.2.5. Legal

• Trump in Scotland is aware of local and global laws of business and human resource management
• Trump in Scotland 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 Trump in Scotland: The Marketing Strategy of Trump in Scotland

Trump in Scotland marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for Trump in Scotland brand and products by 30%
• Increase sales for Trump in Scotland 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 Trump in Scotland 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 Trump in Scotland

Trump in Scotland marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

Trump in Scotland has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• Trump in Scotland has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for Trump in Scotland, 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 Trump in Scotland consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• Trump in Scotland focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

Trump in Scotland 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

• Trump in Scotland 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 Trump in Scotland 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 Trump in Scotland, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for Trump in Scotland 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 Trump in Scotland Positioning of Trump in Scotland

The marketing strategy of Trump in Scotland targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for Trump in Scotland 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 Trump in Scotland focuses on quality control

7.2. Mass marketing

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

7.3. Undifferentiated marketing strategy

• Trump in Scotland does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, Trump in Scotland 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

• Trump in Scotland 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 Trump in Scotland 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 Trump in Scotland

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

8.1. Cost-effectiveness

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

8.2. Innovation

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

8.3. Strong market research and consumer understanding grounded

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

9. Distribution Strategy of Trump in Scotland

Trump in Scotland marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• Trump in Scotland makes use of intensive distribution strategy because it is mass marketing
• Trump in Scotland’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, Trump in Scotland 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

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

9.3. Indirect distribution strategy

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

The industry in which Trump in Scotland operates is very responsive to market and consumer trends. Trump in Scotland, 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

• Trump in Scotland 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
• Trump in Scotland 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

• Trump in Scotland 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 Trump in Scotland

The marketing mix for Trump in Scotland as per the marketing strategy is the following:

11.1. Product

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

11.2. Place

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

11.3. Price

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

11.5. People

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

11.6. Process

• All activities at Trump in Scotland - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at Trump in Scotland 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 Trump in Scotland

11.7. Physical evidence

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

12. Promotional tactics for the marketing strategy of Trump in Scotland

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The Trump in Scotland 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
• Trump in Scotland 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 Trump in Scotland brand

13. Monitoring and evaluation of the marketing strategy of Trump in Scotland

13.1. Changes in sales

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

13.2. Surveys and focus groups

• Trump in Scotland 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 Trump in Scotland to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of Trump in Scotland can also be seen through the revenue and profit growth
• Return on investment allows Trump in Scotland 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 Trump in Scotland 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 Trump in Scotland