MKF3151 - Market-Led Strategic Management - Marketing Assignment Help

Assignment Task

“The purpose of marketing is to contribute to maximising shareholder value and marketing strategies must be evaluated in terms of how much value they create for investors”

Radical strategies: Results in spectacular growth in sales and profits. But such strategies are acquisition based or marketing dept. based (high levels of advertising, lots of product lines) or they are PR based (media hype to attract customers) - Is it sustainable?

Rational strategies: Achieve high, short term performance through product innovation (superior, cheaper). But offer no defensible, sustainable competitive advantage. Do not build long-term relationships with customers, fail to produce long-term shareholder value.

Robust strategies: Achieve steady performance over the long term by creating superior customer value and building long-term all stakeholders in the organisation. - Balance between short term and long term

Marketing concept: that within increasingly dynamic and competitive markets, the company that is most likely to succeed is the one that takes notice of customer expectations, wants and needs and gears themselves to satisfying them better than their competitors.

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