price, product, promotion and place. Various strategic models, tools and concepts are made to enhance the effectiveness of overall strategic formulation.
This paper will attempt to discuss about social marketing followed by an UK based company and how its social marketing has contributed to the success of the company. The Marks & Spencer is UK based company that has been selected for this report. At first, this essay will present a brief introduction of the Marks & Spencer followed by the discussion on social marketing strategy of the company. The next section will discuss about the competitors’ move in respect of social marketing comparing the Marks & Spencer. Finally, proper recommendations will be provided in order to bring improvement in social marketing strategy for obtaining term sustainable competitive advantage.
‘Social marketing’ is a concept that concentrates on communicational and promotional aspect of marketing. As per the Social Marketing Institute, “social marketing is the planning and implementation of programs designed to bring about social change using concepts from commercial marketing” (Social Marketing Institute, “Social Marketing”). According to Kotler Roberto and Lee, “social marketing is the use of the marketing principles band techniques to influence the target audience to voluntarily accept, reject, modify, or abandon a behavior for the benefit of individual, groups or society as a whole” (Kotler Roberto and Lee, p.5). Social marketing is meant to bring social changes to its targeted groups. Social marketing can be used to achieve profit making or non-profit making organizational goals. The social marketing is basically customer, client or audience centered. Therefore, for successful social marketing, it is very necessary to identify the appropriate and potential group and to develop proper communication for increasing the effectiveness. For planning and
Companies are trying to exploit the potential market by identifying the underlying opportunities before the competitors can move strategically. To avoid such encounter with the rivals that…
The issue of profit maximization is the main concern of any business entity like a company. In order to realize good profits, companies are pursuing strategies like tactical advertisement, fair competition, proper human resource management and corporate communication among others.
Global competitive strategy demonstrates how a company can combine unique sets of strategic tools to analyse their effectiveness in order to gain advantage in the global business environment. One such strategic tool is the ‘Star Analysis’ framework which takes into consideration a company’s strategy in its home country, customer country, supplier country and also, partner country in order to explain how an organization manages to achieve global competitive advantage (Spulbar, 2007).
Creating a brand image and name for a company ensures that customers are able to differentiate the products and recognise the product that satisfies their needs the most and thus improving the customer loyalty. In simple word branding is the process of creating a
The researcher of the dissertation investigates the consumer aptitude regarding the efficacy of Coca-Cola branding campaign. This will help to determine how individuals perceive the brand and where they developed those perceptions. After analyzing how consumers feel about the brand, we will be able to developed a formula for brand efficiency.
This paper illustrates that Merck is an American multinational, dealing with pharmaceuticals. It was founded in 1891 as one of Merck KGaA’s subsidiary. Headquartered in New Jersey, it is seventh largest in terms of revenue and market capitalization. Kenneth Frazier is the current president, chairman and CEO of Merck.
This is mainly due to the enhancement of the demand of the products of beverages in the entire globe to a significant extent rather than other drinks (Bradley, 2012, pp. 332-345). As a result of which, the organizations operating
Coca-Cola, Dettol, Dove. These fast moving consumer goods are the essential items we purchase when we go shopping and use in our everyday lives. Theyre the household items you pick up when youre buying groceries or visit your local chemist or pharmacy. FMCG
12 pages (3000 words)Essay
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