Question
Student are required to build a strategic marketing plan for an organization based in UAE.
The students must apply Ansoff Matrix while identifying the right strategy and assess the organizations external and internal environment based on relevant theory
Word Count – 2000 Words.
Solution
Executive Summary
This report has focused on building a strategic marketing plan for Aramex organisation that is based in UAE. The internal factors analysis has been conducted to identify the market and forces factors that the organisation as direct control over it. On the other hand, external factors have been used to determine the best strategies that Aramex can adopt to improve their marketing strategies. The Ansoff’s matrix has in particular been adopted to generate four main marketing strategies that Aramex can adopt. It has also guided the development of a marketing strategic plan which includes areas to be considered in the recommendations. The recommendations on strategic marketing to be used by Aramex have been informed by the need to enhance the performance, sustainability, innovation and to leverage on their market dominance and profitability.
Table of Contents
2.0 External and Internal Environment Analysis. 4
2.1 External Environmental Analysis. 5
2.1.1 Porter’s Five Forces Analysis. 5
2.2 Internal Environment Analysis Environment Analysis. 7
2.2.3 SWOT Analysis of Aramex. 8
4.0 Identifying the Right Strategy. 10
5.0 Conclusions and Recommendations. 11
Introduction
Strategic marketing plan is identified as an operational process inclusive of integration of client experiences with the entire direction an organisation wants and needs to take to be successful. According to Mcdonald (2016), a strategic marketing plan enhances the capability of an organisation to identify the existing promotional opportunities and evaluating marketing opportunities. This also involves researching, analysing and identifying target markets to develop a strategic position for an organisation for pursuing and implementing the strategy, preparation and implementation of a marketing plan, measure and evaluating marketing efforts results of an organisation. As noted by Todor (2014), for this to be effective, the tool must incorporate macro and micro-marketing strategies for identifying aspects of strengths, weaknesses, opportunities and threats, political, economic and social factors. Other factors include threats of new competitors, competition level, substitute products threats and bargaining power of clients and suppliers. Taking this background into account, this report develops a strategic marketing plan for Aramex which is a UAE organisation. In this plan, the organisation external and internal environment factors have been evaluated with Ansoff matrix being adopted to identify the appropriate strategy.
2.0 External and Internal Environment Analysis
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