Question
Executive Summary
The marketing mix includes four main decisions that are taken into account in the marketing strategy by an organization which includes product, price, place and promotion. Apart from the marketing strategy used, the components are instrumental in formulation of strategic decisions to leverage on a competitive advantage. This case study analysis has focused on Aramex organisation to identify the relevance of the different components of the marketing mix and how this assists in the development of marketing strategies for their products. From the analysis of the available secondary analysis, it has been established that the marketing mix factors include all aspects that guide in making an appropriate decision on how to implement the marketing strategy. This case study analysis has followed a review of different theories and concepts to develop recommendations for the future which include promotion to increase the product sales, proper distribution of product to harness client satisfaction and develop a holistic marketing mix policy to increase the overall products sales, market share and profitability. Also, an increased sales point for Aramex is critical as well as ensuring they redirect finances to the growing e-commerce sector of their operations.
Table of Contents
2.0 Key Marketing Mix of the Selected Brand. 4
3.0 Marketing Strategies Implemented by the Brand in UAE.. 7
3.1 Macro-Environmental Analysis. 7
3.1.1 Porter’s Five Forces Analysis. 7
3.2 Micro Environment Analysis. 8
1.0 Introduction
The financial success is in most instances dependent on marketing ability, increase in demands for products and services leading to job creation and building of a strong brand and a loyal customer base. Adopting the definition of American Market Association (AMA), marketing includes the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings with customers, clients, partners and society at large values (Gundlach & Wilkie, 2009). A successful marketing process is defined by the ability to select a target market and getting, keeping and growing clients through creation, delivery and communication of superior client’s value. In this case, it is necessary to evaluate the scope of marketing research, strategies for implementing proper marketing research and practices of assessing marketing productivity (Harrison & Reilly, 2011). In this case analysis, a marketing mix has been provided focusing on Aramex as a brand in UAE (Aramex, 2020). This is an organisation that is listed in the Dubai Financial Market (DFM), centrally located at crossroads between East and West allowing the provision of customised logistics solutions globally reaching more businesses and customers regionally and globally. To achieve this, different marketing theories and concepts has been adopted which inform on the conclusions and recommendations for the organisation future practices.
2.0 Key Marketing Mix of the Selected Brand
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