Strategic Marketing - Essay Example

Impact from uncontrollable variables such as Political, Economic, Social and Technological factors as well as Customers, Competitors, Suppliers, Publics and the company’s internal environment needs to be managed so that the opportunities are capitalised upon while countering any adverse effects. Managing the controllable variables in a company involves the managing of the marketing process. Marketing process involves identifying the consumer needs, selecting the need segments, which the company aims to cater to, and focusing on the selected segments with a well formulated marketing mix.

The report aims at evaluating the controllable variables a company uses in meeting the needs of its business environment and analyse the similarities and contrasts between the controllable variables being utilised by two companies engaged in manufacturing and exporting of home accessories to the UK market. The two companies chosen are Zeba Group from India and J.D.Lighting Factory from China. The analysis will also address the importance levels of each controllable variable to the two companies.

With the rapid globalisation process and the increased level of Free Trade, the number of well established exporters to the European countries from Asia has increased substantially over the past decade. The two Asian export giants, India and China are pursuing their export drives aggressively and with the right mix of marketing elements, some companies have become established suppliers to some of the most sophisticated consumer markets in the world such as the UK. Zeba Group from India and J.D. Lighting Factory from China are two such examples of companies that have been successful in marketing their products in the UK home accessory market.

Zeba Group, established in 1986 caters to many of the European and American markets with carpets, linens, quilts, cushions and a range of table and bed linen under its own brand name. The products are made available through a host of