Marketing strategy of VMware Inc A

Posted by Zander Henry on Aug-22-2018

1. The vision of VMware Inc A

The vision of VMware Inc A is to be the leading quality service and product provider for customers. Being the best and the leading player means that VMware Inc A 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 VMware Inc A

VMware Inc A marketing strategy is grounded in its mission. The mission for VMware Inc A is to be the favorite brand of the customers. This mission is essential for the marketing strategy of VMware Inc A 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 VMware Inc A

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

3.1. Brand awareness

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

3.2. Brand association

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

3.3. Brand loyalty

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

3.4. Brand asset

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

3.5. Brand element

• VMware Inc A 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 VMware Inc A

The situational analysis will help in developing the marketing strategy of VMware Inc A 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 VMware Inc A.

4.1. SWOT

4.1.1. Strengths

VMware Inc A marketing strategy can benefit from the following internal advantages:

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

4.1.2. Weakness

VMware Inc A faces challenges in marketing strategy because of the following weakness:

• Slow organizational processes
• High product prices

4.1.3. Opportunity

VMware Inc A has the following possibilities of business growth:

• Green lifestyles
• Regional expansion
• Diversification

4.1.4. Threats

VMware Inc A faces business threats because of the following factors:

• Increased competition
• Increased imitation

4.2. PESTEL

4.2.1. Political

• VMware Inc A operates I markets with political stability
• VMware Inc A has funding support from the government for small businesses

4.2.2. Economic

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

4.2.3. Social

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

4.2.4. Environmental

• VMware Inc A has an active CSR program
• VMware Inc A ensures environmental safety in all its operations

4.2.5. Legal

• VMware Inc A is aware of local and global laws of business and human resource management
• VMware Inc A 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 VMware Inc A: The Marketing Strategy of VMware Inc A

VMware Inc A marketing strategy has the following objectives for the current financial year:

5.1. Increased market penetration

• Increase top of mind recall for VMware Inc A brand and products by 30%
• Increase sales for VMware Inc A 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 VMware Inc A 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 VMware Inc A

VMware Inc A marketing strategy uses different means of segmentation to reach an increase in market penetration.

6.1. Demographic segmentation

6.1.1. Age

VMware Inc A has consumers of age groups

• 20-45 years
• 45-60 years

6.1.2. Gender

• VMware Inc A has a broad product portfolio for both males and females

6.1.3. Life-cycle stage

Consumers for VMware Inc A, 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 VMware Inc A consumers:

• Professionals
• Students
• House makers

6.2. Psychographic segmentation

6.2.1. Social class

• VMware Inc A focuses on segments of middle-upper and upper social classes

6.2.2. Lifestyle

VMware Inc A 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

• VMware Inc A 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 VMware Inc A 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 VMware Inc A, such as:

• Determined
• Confident
• Ambitious
• Hardworking

6.4.2. Usage frequency

• The consumer segments for VMware Inc A 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 VMware Inc A Positioning of VMware Inc A

The marketing strategy of VMware Inc A targets consumer groups based on segmentation as follows:

7.1. Target market

• The target market for VMware Inc A 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 VMware Inc A focuses on quality control

7.2. Mass marketing

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

7.3. Undifferentiated marketing strategy

• VMware Inc A does not differentiate between market segments
• It uses a single marketing strategy to target all segments and consumer groups
• Based on this, VMware Inc A 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

• VMware Inc A 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 VMware Inc A 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 VMware Inc A

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

8.1. Cost-effectiveness

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

8.2. Innovation

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

8.3. Strong market research and consumer understanding grounded

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

9. Distribution Strategy of VMware Inc A

VMware Inc A marketing strategy highlights the use of the following distribution strategy to maximize reach and accessibility for consumers.

9.1. Intensive distribution strategy

• VMware Inc A makes use of intensive distribution strategy because it is mass marketing
• VMware Inc A’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, VMware Inc A 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

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

9.3. Indirect distribution strategy

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

The industry in which VMware Inc A operates is very responsive to market and consumer trends. VMware Inc A, 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

• VMware Inc A 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
• VMware Inc A 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

• VMware Inc A 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 VMware Inc A

The marketing mix for VMware Inc A as per the marketing strategy is the following:

11.1. Product

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

11.2. Place

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

11.3. Price

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

11.5. People

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

11.6. Process

• All activities at VMware Inc A - from raw material procurement to the final sale to the end consumer - undergo systematic processes
• The processes at VMware Inc A 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 VMware Inc A

11.7. Physical evidence

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

12. Promotional tactics for the marketing strategy of VMware Inc A

12.1. Digital marketing

• The company uses social media for reaching consumers effectively
• The VMware Inc A 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
• VMware Inc A 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 VMware Inc A brand

13. Monitoring and evaluation of the marketing strategy of VMware Inc A

13.1. Changes in sales

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

13.2. Surveys and focus groups

• VMware Inc A 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 VMware Inc A to gather feedback on its marketing strategy and helps it understand consumers better

13.3. ROI

• Effectiveness of marketing strategy of VMware Inc A can also be seen through the revenue and profit growth
• Return on investment allows VMware Inc A 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 VMware Inc A 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 VMware Inc A