Strategic Marketing Planning

Undergraduate
Essay
Miscellaneous
Pages 6 (1506 words)
Download 0
This report analyses the current operating environment of Corus and its position in a declining industry, in order to determine the possible options available to enable business expansion. Marketing strategies were compared, with the cost-leadership marketing strategy being the chosen strategy to stimulate expansion…

Introduction

However, during the last 20 years, this industry has been experiencing a rapid decline. Declining industries were once growth industries but a continuing fall in demand for their products has resulted in their decline. The steel industry is typical of the British decline in the manufacturing sector. This industry was in a position of supremacy in the 1870's but by 1910-14 British output had fallen behind that of the United States and Germany (Pope, 1998:24). Whilst annual output averaged 7 million tonnes, Germany was averaging 15 million tonnes and the United States averaging 27 million (Pope, 1998: 24).
The US and German producers benefited from home markets protected by tariffs. A guaranteed home market, especially one dominated by huge corporations like US Steel or cartels, encouraged investment in large scale integrated plants utilising the latest technology. These plants gave the US and German producers a competitive edge. However the British industry comprised of mainly modest sized family firms, lacking the capital resources or the market to justify investment in the latest, large-scale and integrated plants (Pope, 1998: 24).
Western Europe accounts for more than 60% of total steel production; with North America accounting for 50% and Japan for about 80% of steel production. ...
Download paper
Not exactly what you need?

Related papers

Strategic Marketing of The North Face
The company obtains a competitive position of the market and a strong band image. Its innovations and product development strategies support its further growth and open new market opportunities. When product life cycles are short (or consumers demands are changed) technological improvement becomes an essential requirement of company strategy.…
Discuss and critically assess the assertion that the role of marketing
The essay will go on to compare whether marketing has a more functional rather than strategic role in the era of modern marketing and how this is reflected in modern marketing strategies in the modern corporate world.…
Strategic Marketing Planning Essay
Based on Levitt's (1983) contribution, the technology is one of the factors which affects firms to globalize their strategy (p.92). The other factor is the cultural, that is consumer homogeneity (p. 96). It means that preferences and tastes of consumers are becoming the same around the globe. The main aspect here is that communication (e.g. internet, cable television) is in hands of normal people…
Strategic Marketing Planning
However, during the last 20 years, this industry has been experiencing a rapid decline. Declining industries were once growth industries but a continuing fall in demand for their products has resulted in their decline. The steel industry is typical of the British decline in the manufacturing sector. This industry was in a position of supremacy in the 1870's but by 1910-14 British output had fallen…
Delovepment of A Marketing Plan
Product, Place, Promotion, Price.…
Strategic Planning and Implementation
Today, Gillette is a business unit of global corporation, Proctor and Gambler. Its global expansion was rapid during the first twenty years of Gillette's existence, with offices and plants opened in a multitude of countries around the world. It was, however, the American entry into World War I that propelled even more rapid growth when the army issued Gillette razors and blades to all military…
Strategic Management and Strategic Planning
The aim of the paper is to analyze and evaluate how the Gillette Company responded to just such a set of circumstances and introduce change management into practice.…