Contact Us
Sign In / Sign Up for FREE
Go to advanced search...

Marketing strategy and planning - Book Report/Review Example

Comments (0) Cite this document
In this report, based on Stenders profile, and internal situational audit analysis is performed, the products and target consumer’s profile are offered. An external situational audit analysis is then performed in detail with a focus on market opportunities and the competitors…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER92% of users find it useful
Marketing strategy and planning
Read TextPreview

Extract of sample "Marketing strategy and planning"

Download file to see previous pages It currently has more than 200 stores and 70 franchises in 20 countries around the world. This rapid expansion-30%-the last 11 years have been mostly in Northern Europe and parts of Asia.
This situation audit analysis-both internal and external-is in line with Standers target consumers in maintaining and in keeping with their focus, of being a producer of leading brands in the beauty industry globally, with efficient and appealing cosmetics, with a passion for nature.
From our observation and research, it is evident that there exists some discrepancy between consumer’s purchasing trends-wide purchase occasions, very high purchase frequency-and consumer’s attachment to the brand. Despite the fact that customers identify with Stenders Cosmetics as being effective, trendy products that inspire people to feel different moments every day, for various usages every day, they are not attached to the brand and do not feel committed to it. In simpler terms, Stenders Cosmetics are only preferred in the UK by consumers simply because of its practical benefits including affordability and quality. Emotional attachment to the brand or any form of communal sense does not exist in the UK as it is in Northern European countries.
Based our observation and research, there exist various competitor, direct and indirect, which we categorize based on product variety, trend, affordability, and number of franchises and stores. Direct competitors include Avon Cosmetics, NARS cosmetics, MAC cosmetics, Benefit cosmetics, NYX cosmetics, and Becca Cosmetics. The indirect competitors we identified included supermarkets and chain stores such as Tesco and Boots.
According to the interviews and observation carried out, respondents and perspective clients argued that increased CSR involvement would influence consumers’ perception. As a result, it leads to creation of consumer brand attachments despite the ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Marketing strategy and planning Book Report/Review”, n.d.)
Marketing strategy and planning Book Report/Review. Retrieved from
(Marketing Strategy and Planning Book Report/Review)
Marketing Strategy and Planning Book Report/Review.
“Marketing Strategy and Planning Book Report/Review”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Marketing strategy and planning

Marketing strategy and planning

...? MARKETING STRATEGY AND PLANNING Corporate Social Responsibility in relation to three major companies …………………. College/ ………….. of submission …………. Introduction ‘Business Ethics’ and ‘Corporate Social Responsibility’ are perhaps the very common two buzzwords that have gained considerable attention and widespread debate among media, business and academic experts and the very general public in recent years. Modern corporations produce goods or services, foster innovations, that all in maximum attempts to satisfy consumer needs and wants, provide employments to millions and carry greater potential to advance societies. Nevertheless, large corporations and multinational companies face major distrust by the broad public, perhaps due... -care...
8 Pages(2000 words)Assignment

Marketing Strategy and Planning

...22-01-2007 Marketing Strategy & Planning Many organizations apply marketing concepts like focus, good value, quality service and efficient exchange mechanism for satisfying customer need and wants. Organizations based on management information about customers, products, prices, competitors, suppliers and every aspects of the marketing environment are bound to move ahead. 'Marketing' belongs to marketing specialists but 'going to market' is a process owned by everyone in the organization (Piercy, 1997). Due to expansion of new technologies, organizations augmented their geographical reach and could share...
12 Pages(3000 words)Essay

Marketing Strategy and Planning (Two Product Portfolio Analysis models)

...: Practical Experiences with the Directional Policy Matrix," Long-Range Planning, vol. 11, no. 4, pp. 4-5 Kotler, P. 1980, Marketing Management, 4th ed., Prentice-Hall, Englewood Cliffs, New Jersey, pp. 294-295 Hofer, C. W. & Schendel, D. 1978, Strategy Formulation: Analytical Concepts, Western Publications, Minnesota, pp. 32-33. Kotler, P. 1978, "Harvesting Strategies for Weak Products," Business Horizons, August, pp. 17-18 Ansoff, H. I. 1965, Corporate Strategy: An Analytic Approach to Business Policy for Growth and Expansion, McGraw-Hill, New York, pp. 172-206. Steiner, G.A. 1979, Strategic Planning: What Every Manager Must...
18 Pages(4500 words)Essay

Marketing strategy and planning coursework

.... Present credit and debit market..................................................................... 14 References................................................................................................................... 16 Marketing strategy and planning coursework Executive Summary Strategic corporate outcomes of Barclaycard have been associated with a more complex and diverse set of developments that have taken place within the industry in the recent past. Barclaycard is a value parameter and therefore managing and sustaining its growth momentum in an internationally diverse strategic operational environment is determined...
13 Pages(3250 words)Essay

Marketing Planning and Strategy (Learning Activity)2

...Marketing Planning and Strategy: Activity 2 Marketing Planning and Strategy: Activity 2 Introduction In the contemporary global market, many businesses are turning their attention to marketing on social media. With growing popularity of social media, online marketers have shifted their focus to social sites such as Facebook, LinkedIn and Twitter among others. Despite apparent benefits, social media marketing also has intrinsic disadvantages. This paper focuses on the pros and cons of social media marketing with respect to search engine...
1 Pages(250 words)Assignment

Marketing Planning and Strategy (M7_1)

...MARKETING PLANNING AND STRATEGY FOR FORD COMPANY Ford is one of the car manufacturing firms in an industry where technological adoption remains one of the best competitive advantages for the firms. Its marketing strategy has gained it a considerable part of the market size by the introduction of sync technology. This stands out to be more superior that the competitors’ like the OnStar of GM which is of less features compared to the market friendly Sync (Pride & Ferrell, 2012). Ford is also in a good competitive standing owing to its elimination of many brands and narrowing down to highly specialized customer focused...
1 Pages(250 words)Assignment

Marketing Planning and Strategy (Ethical Challenge) 1

...Marketing planning and strategy (Ethical challenge Segmentation is one of the most instrumental strategies to marketing as it helps in identification of a suitable market for commodities. It is based on special characteristics but this may raise ethical concerns such as morality in targeting people with physical disability or health problems. Segmenting and targeting a market based on physical disabilities or health problems is a violation of sound ethical practices. Lamb, Hair, and McDaniel (2012) explain that an act is moral is it generates maximum benefits to a majority of a population segment. Segmentation may however...
1 Pages(250 words)Assignment

Marketing Planning and Strategy

...Marketing Planning and Strategy Q1. Marketing has a definition as a process in management via which services and goods face transfer from concept to the consumer. Marketing as a process entails combination of the four, marketing strategies, which include; -Identification of the product, its selection and development -The process of determining the product’s value -Identification of a mode of distributing the product to the consumer. -The process of developing and implementing a strategy for promoting the product to the consumers Marketing is, therefore, the process of...
1 Pages(250 words)Assignment

Marketing Planning and Strategy (Marketing Yourself)2 Parrish (2014), marketers always strive to create ‘needs’ for their customers because this strategy can assist marketers to make their products/services absolutely necessary to the targeted market segment. In contrast, consumers try to distinguish between their ‘needs and wants’ so as to make effective utilization of money. I do not think that marketers overlook the target market. Generally marketers develop specific policies and practices to market their products/services to the target market. Hence marketers cannot meet their goals once they fail to focus on the...
1 Pages(250 words)Assignment

Marketing Strategy & Planning

...MARKETING FROST GELATO SHOPPE Introduction The ice cream industry has been one the fastest growing industry in the recent past. This is because the customers’ behavior has significantly changed from the consumption of cold drinks such as coca cola and 92% have chosen to consume ice cream as a means of quenching thirst. Due to high demand of ice cream many companies are putting strategies to meet the demand. (Corper, 2013) Overview of the firm Frost Gelato is an Italian restaurant that was founded by Jeffrey Kaiseman and Stephen Ochoa in 2003.The firm is based on Tucson, Arizon.The company is located across the street from Port Clinton Square, which is home to numerous events throughout the year, and in...
12 Pages(3000 words)Assignment
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Book Report/Review on topic Marketing strategy and planning for FREE!

Contact Us