Strategic marketing management
1 Acknowledgement
The satisfaction and euphoria that accompanies the successful completion of any task would be incomplete without the mention of the people who made it possible. Hard work, perseverance, undeterred missionary zeal, and most importantly encouraging guidance and advice, which served as a beacon of light, crowned the efforts with success.
2 Table of Contents
Acknowledgement 2
Introduction 4
Background theme 4
Role and importance of Strategic Management in Jay Ambe retail store: 5
The catch of Strategic and Tactical marketing 6
Strategic marketing: 6
Tactical marketing: 6
Strategic Management Process 6
Organization structure of Jay Ambe retail store 9
Industry and market environment analysis 11
Porter’s five forces framework 13
Link between strategic positioning and marketing tactics 14
Relationship marketing 14
Segmenting and targeting the markets 15
Integrating the marketing mix 15
References 18
Introduction The assignment concerns a small retail store Jay Ambe Mart located in Gujarat in a small town of Anand. The store specializes in maintaining a good range of product line and wide breadth of product categories of various FMCG products including the daily requirements of the local customers. Along with maintaining a good stock of the branded products, the store also stocks few locally made cheap products including cosmetics and packed food products which cater to the low level income people residing in the small town of Anand. The store is centrally located near the main crossroad of the town and comprises of a single floor building where the first floor is the main store and the basement is used for stocking the inventories or the buffers. The turnover of the Jay Ambe retail outlet is Rs 1 crores per annum and they employ 20 people: 10 for the back end operations which involves the loading and unloading the inventories and 10 people as a front end sales force which is also responsible
The satisfaction and euphoria that accompanies the successful completion of any task would be incomplete without the mention of the people who made it possible. Hard work, perseverance, undeterred missionary zeal, and most importantly encouraging guidance and advice, which served as a beacon of light, crowned the efforts with success.
2 Table of Contents
Acknowledgement 2
Introduction 4
Background theme 4
Role and importance of Strategic Management in Jay Ambe retail store: 5
The catch of Strategic and Tactical marketing 6
Strategic marketing: 6
Tactical marketing: 6
Strategic Management Process 6
Organization structure of Jay Ambe retail store 9
Industry and market environment analysis 11
Porter’s five forces framework 13
Link between strategic positioning and marketing tactics 14
Relationship marketing 14
Segmenting and targeting the markets 15
Integrating the marketing mix 15
References 18
Introduction The assignment concerns a small retail store Jay Ambe Mart located in Gujarat in a small town of Anand. The store specializes in maintaining a good range of product line and wide breadth of product categories of various FMCG products including the daily requirements of the local customers. Along with maintaining a good stock of the branded products, the store also stocks few locally made cheap products including cosmetics and packed food products which cater to the low level income people residing in the small town of Anand. The store is centrally located near the main crossroad of the town and comprises of a single floor building where the first floor is the main store and the basement is used for stocking the inventories or the buffers. The turnover of the Jay Ambe retail outlet is Rs 1 crores per annum and they employ 20 people: 10 for the back end operations which involves the loading and unloading the inventories and 10 people as a front end sales force which is also responsible
References: • www.inigrium.co.uk/strategic_marketing • www.perrynicholls.co.uk • Text book of strategic marketing problems by Roger A. Kerin and Robert A. Peterson( twelfth edition) • Business case studies.co.uk • Toolkit.smallbiz.nsw.gov.au/part/1/3 • info.shine.com • www.businessdictionary.com • Smallbusiness.chron.com • www.wisegeek.com • www.mindtools.com