Defining and analysing marketing management

Marketing direction has a specific duty for pull offing the interface between the administration and its environment. As such, it has an progressively of import function to play in a house ‘s overall scheme development.

Discuss this statement with support from relevant literature, in study format, with peculiar mention to the selling scheme procedure. Choose a company of your pick to exemplify your reply.

Strategy – selling seeks to develop responses to altering market environment by specifying market sections, and developing & A ; positioning offerings to the mark market.

market/customer analysis

Marketing Mix – 7Ps

Marketing Strategy Process

Establish nucleus scheme

Create competitory place

Implement determinations

Selling can be defined as “ a societal and managerial procedure by which persons and groups obtain what they need and want through making and interchanging merchandises and value with others ” ( Kotler et al. 1996: P 7 ) . Drucker one time said: “ The purpose of the concern is to make clients ” ( Kotler et al. 1996: P 72 ) .

Our demands, wants and desires are altering all the clip and with it ‘s we change the conditions houses have to accommodate to. To run into the demands of altering markets, companies need schemes.

Within this dynamic procedure of invariably altering markets and strategic planning selling plays an of import function, because it provides a batch of input to fix the program. On the other manus the strategic program guides selling in order to accomplish the overall aim of the house. The planning contains the “ strategic program ” itself, “ the selling procedure ” , including market cleavage, aiming, and “ ways of seting the program into action ” ( Kotler et al. 1996: P 71 ) .

The strategic program includes the development of a strategic tantrum to run into organisations objectives with its given capablenesss. Thereby selling plays an of import function, as it looks at the company ‘s ability to fulfill certain consumer group needs which should steer the strategic planning procedure. It identifies attractive market chances and helps the single concern units within the company to make a scheme for their peculiar sector to function to overall aims of the house ( Kotler et al. 1996: P 72 ) . The development of strategic program can be harmonizing to the undermentioned stairss:

The mission and aims:

The mission statement describes the intent of a company. It should steer people in an administration, although even working in different concern units, to accomplish jointly a common airy end ( Kotler et al. 1996: P 74 ) .

PUMA ‘s mission is “ to be the most desirable and sustainable Sportlifestyle trade name in the universe ” ( Puma one-year study 2009 ) .

Having its mission defined, the company has to explicate specific strategic aims, quantitative and qualitative, to steer selling activities and direction in all concern units. Quantitative aims can be for illustration, heighten net incomes, stockholder value or derive athleticss dress market portion in Latin America. Qualitative are those which have to make with image, positioning, or acknowledgment for case. The mission statement and the defined aims are footing for a scheme ( Lancaster 1998: P 14 ) .

The Marketing-/Strategic audit/Environmental scanning

The strategic- or selling audit shall supply internal and external information to construct the elaborate scheme on. The administration should utilize it to divide governable from unmanageable variables which could act upon it public presentation. External audit include the scrutiny of the PESTLE factors

( Lancaster 1998: P 15 ) which are environmental influences an administration is exposed that can make up one’s mind over a possible success or failure of a scheme. PESTEL base for the undermentioned classs:

As the list of external influences could be ageless it is necessary to place those factors which might hold the highest impact on the company, the so called “ cardinal drivers ” ( Johnson et al. 2008: p 55-56 ) . In add-on to the PESTEL macro-environmental analysis, Michael Porters “ five forces model ” helps to place competitory factors of the industry or sector which are really likely to hold a high impact on an administration ‘s scheme ( Johnson et al. 2008: P 59 ) .

Abbildung 1 “ The Five Competitive Forces That Shape Strategy ” by Michael E. Porter, Harvard Business Review, January 2008

The internal audit of the company ‘s selling public presentation is indispensable. Thos include the analysis of market portions, net income part, and an rating of the efficiency of the selling mix, and -control plans. As the selling audit will do many new finds and raise a batch of inquiries, all influential factors need to be arranged in an acceptable format ( Lancaster 1998: P 15 ) . This format is known as the SWOT analysis and helps to summaries the cardinal issues of the external concern environment, its chances and menaces, the internal strategic capablenesss of the company, its strengths and failings, and therefore makes strategic options for future behavior. The analysis needs to be comparative compared to its rivals ( Johnson et al. 2008: P 119 ) .


To accomplishing the aim


To accomplishing the aims

Internal beginning


Strong fiscal place

Strong life style trade name

Well known

Strong selling


Missing athletics sections

Small publicity compared to the two market leaders

Over 50 % of income is dependent on footwear

External beginning


Industry selling driven

Health & A ; fitness civilization

Market growing in developing states

Lifestyle facet of the trade name


Strong competition

Pressure on Selling and R & A ; D

Particularly from Nike and Adidas

Economic state of affairs in the traditional key markets Europe and North America

Demographic alterations

Exchange rate fluctuations

Consumer monetary value sensitiveness

A house should seek to derive a competitory advantage by fiting its strengths to the chances it has. At the same clip it has to better its public presentation where it has failings and should fix preventative steps to the menaces it faces. On footing of a company ‘s SWOT, it has to make up one’s mind in which portfolio of concerns and merchandises to put to accomplish the overall strategic aims.

Although the SWOT analysis summarizes internal and external key factor act uponing the concern, it still oversimplifies many critical issues and jobs ( Kotler et al. 2009: P 104 )

The Business Portfolio:

The concern portfolio is the aggregation of all “ strategic concern units ( SBU ) ” that make up the company. Strategic concern units have separate nonsubjective and can be planned independently from other company concerns. Those can run from merchandises or trade names of a company or different divisions. A good portfolio fits the company ‘s strengths and failings to the chances it has. Two stairss are of import to see, foremost analyze the current concern portfolio and make up one’s mind how much support each SBU deserves or even to deprive an SBU, and 2nd measuring growing schemes for the portfolio by adding new merchandises or concern units. ( Kotler et al. 1990: P 30 )

Analyzing current concern units should see three standards, 1 the balance of the portfolio, 2 the attraction of the concern units, and 3 the tantrum of that concern units with each other. One of the most common ways of obtaining a balance of the portfolio is with aid of the growth/share or “ Boston Consulting Group ” matrix. It visualizes different demand and potencies of the concern units on two dimension, the market portion and market growing. The higher a concern unit is on both dimension, the more attractive it is. Four kinds of concern can be categorised ( Johnson et al. 2008: P 278 ) .



Market Share





Question Markss



Foot-wearCash cattles



PUMA has two hard currency cattles, its footwear and apparel concern units. It means that they have comparatively high market portion in a mature market. PUMA can “ milk ” net incomes from these concern units and do attempt they wo n’t go Dogs.

The accoutrements concern unit is a mixture of a inquiry grade and a star. The accoutrement market has possible to turn but PUMA has no yet truly high market portions. PUMA should put from net incomes it makes with his hard currency cattles to do the accoutrements stars and keep them at that place every bit long as possible. Unfortunately for PUMA, Accessories is with 13 % of gross revenues the smallest concern units and has similar gross net income borders as dress and footwear.

The first option PUMA should see is a ) to increase its portion on markets they are active on already with their current merchandises scope. If there is no possibility to perforate the market any further there are 3 other basic waies for strategic development which the Ansoff product/market growing matrix helps to make and measure. Those options are either B ) developing new merchandises for bing markets, degree Celsius ) take bing merchandises and offer them in new markets, or vitamin D ) , the most drastic option, full variegation ( Johnson et al. 2008: P 257 ) .






a )

Market incursion


B )




degree Celsiuss )



vitamin D )


PUMA is seeking to widen their merchandise scope either by new merchandise developments for the illustration for motorsports and cricket or through acquisition of other houses. The latter 1 they used to come in the golf market with an established trade name by geting Cobra Golf.

The selling Procedure:

As the strategic program formulates the mission and overall aims of a company, selling dramas an of import portion in assisting each concern unit to accomplish the overall aims ( Kotler et al. 1990: P 91 ) . Marketing identifies the mark client and his demands and secondly move on the information and develop and implement value adding activities to fulfill those demands. To turn such thoughts into world selling utilises the “ selling mix ” ( Bassington et al. 2007: p 22-21 ) .

Cleavage construct:

For PUMA markets all over the universe have become accessible through mass production, mass communicating and efficient planetary transit. However, PUMA does neither have the necessary resources available nor the desire to function all those slackly defined markets. To cognize which market to function, PUMA should seek to interrupt them down into manageable parts or groups of possible clients with similar features. This makes it easier to concentrate their attempts and capablenesss on the wants and needs which portion those specific clients and fulfill them. This separation of client groups to do a market a referred to as market sections, who may be really different from each other in footings of size and character. Each section has its ain defined standards, referred to as bases, which make up their ain specific profile. Consumer- and concern markets tend to be segmented otherwise ( Bassington et al. 2007: p 113-114 ) . If PUMA targets a specific market section, they are able to offer them custom-make merchandises which differentiates them from the competition. Selling undertakings is non to make sections but place them and make up one’s mind on which 1s to aim, ( Kotler et al. 2009: P 334 ) .

Bases for consumer markets could be descriptive characteristic, such as geographic, demographic, and psychographic, or demo similar behavioral forms, which all might exhibit different demands and merchandise responses. Geographic cleavage divides markets into different geographical units, contracting down the figure of clients down. Those units could be continents, states, metropoliss or peculiar parts. PUMA is already active on a planetary graduated table, but the broader a company offers their merchandise, the more trading barriers such as duties complicate the realisation. Even if companies know where do most of their clients live they need to be careful with this information before concentration excessively much on that part as the information might be outdated and hence non dependable any longer ( Kotler et al. 2009: P 341 ) .

Demographic cleavage divides the market into groups with similar features such as “ age, household size, household life rhythm, gender, income, business, instruction, faith, race, nationality and societal category ” ( Kotler et al. 2009: P 342 )

Psychographic cleavage, or lifestyle cleavage, is a more hard to specify and to aim as it includes intangible variables. Those clients could portion specific beliefs, values, attitudes or sentiments.

Bassington, F. , Pettitt, S. ( 2007 ) “ Necessities of Marketing ” , 2nd edition. London: Prentice Hall

Johnson, G. , Scholes, K. , Whittington, R. ( 2008 ) “ Researching Corporate Strategy ” , 8th Edition. London: Prentice Hall

Kotler, P. , Armstrong, G. ( 1990 ) “ Marketing – An Introduction ” , 2nd edition. London: Prentice Hall

Kotler, P. , Armstrong, G. , Saunders, J. , Wong, V. ( 1996 ) “ Principles of Marketing ” , the European Edition. London: Prentice Hall

Kotler, P. , Keller, K-L. , Brady, M. , Goodman, M. , Hansen, T. ( 2009 ) aˆzMarketing Managment ” , London: Prentice Hall

Lancaster, G. , Lester, M. ( 1998 ) “ Marketing Management ” , Second Edition. London: McGraw-Hill Book Company