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Marketing Strategy for Business ''Express Star'' - Essay Example

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The company is looking for ways to use the brand value of MNA and gain trust held within the market it serves (Andereck, 2005). At present the company is setting up a new business arm completely different from the present business units. It has decided to open up a new recruiting agency by the name Star Employment Service. Other than that there are plans to build new revenue streams, which will either complement the existing media products or will lead to new business opportunities away from the traditional business model (Abratt et al. 2011). The present research paper endeavors to produce a rough sketch of the marketing strategy that Express & Star can follow. The current strategy of Express & Star and its applicability, benefits are discussed in the present business environment. Then a detailed external and internal analysis is produced to reflect the best strategic option available to Express & Star. The choice of the most suitable strategy is explained with justification, and then followed up with subsequent implementation. It is finished off with the inclusion of the control systems to keep the changes within the desired level. Integration of the marketing problem-solving modes and marketing management support system There are more than 5 different types of marketing management models in the market. Some of the marketing management models have core statistical application and controlling techniques. There are vast differences in the marketing management models like in Marketing Information System, the main idea is to support the marketing management team with critical marketing information processed and filtered by applying statistical techniques. There is another type of model which is called the Marketing Decision Support System (Wierenga and Bruggen, 1997). The marketing decision support system helps to derive different strategic decisions using statistical concepts combined with strategic concepts and ideas. Again there is another different set of tool called the Marketing Management Support System. The marketing management support system helps to achieve a different set of benefits which are completely different than the other marketing management techniques discussed above. The different marketing management techniques have unique set of benefits and applications which distinguished them from each other. Although one thing that must be noted is that all the different kinds of marketing management techniques have more or less the same origin. The origin of the different marketing concepts lies in the marketing problem solving modes, which is short formed as the ORAC framework (Wierenga and Bruggen, 1997). The ORAC framework includes the optimizing option, reasoning option, analogizing option and the creating option. It is important that there is proper correlation between the ORAC framework and the marketing management support system. The following diagram gives an indication of the correlation between the marketing management support system and the ORAC framework Source: (Wierenga and Bruggen, 1997) The diagram indicates the relationship between the MPMS and the MMSS. Optimizing leads to development of the marketing model estimation, reasoning leads to MKIS, MDSS, MNN and MKBS. Analogizing leads to the development of MCBR and MNN. Creating leads to the d ...Show more


Marketing Strategy of Express & Star Table of Contents Table of Contents 2 1.0 Executive Summary 3 2. Internal and external analysis 10 3. Two Strategic options 23 4. Final strategic choice 33 5. Implementation 36 6. Conclusion and recommendations 38 Reference 40 Appendix 1 44 Appendix 2 45 Appendix 3 49 1.0 Executive Summary Express & Star is one of the daily titles of MNA media and boasts as one of the largest daily newspapers sold in UK…
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Marketing Strategy for Business Express Star
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