Global Integrated Marketing Communications - Marks & Spencer in Uk & Uae

The following report is prepared as part of the assignment 2 required for the module Strategic Marketing of the BSc Degree in Business Management from the University of Wales.

In relation to promotions we believe an Integrated Marketing Communication (IMC) strategy would be the best way to proceed. Through IMC the brand will be able to maintain a personality and attitude that communicates effectively with the target segment. It will also help to build a desirable ‘brand image’ and relationships with consumers and distributors. The marketing activities will be very specific. It will involve a range of communication mediums including advertising, media, public relations and sales promotion.

So, what should a marketer adopt as a strategy? There are unconventional approaches followed by Multinationals to address the goal of increasing their market share. With consumer demand for innovation increasing, brand loyalty being a privilege of few companies and E-commerce providing an instant comparison amongst

The following report takes into account the selection of two integral companies with global operations, Wal-Mart and Sainsbury. These two companies are critically assessed in link to their individual brand positioning strategies. Some strategies overlap each other whereas some are different, so both are discussed in context. The brand positioning strategy has taken into account the individual companies’ marketing objectives, sales pitches, expansive strategies and service competition that are provided nationally and internationally. Wal-Mart has its extensive operations, hence has a more generic service oriented approach where products are sold and retailed in an intelligent global manner. In this context, its international website layout, online presence and promotional campaigns are discussed that hopes to target mass social target audience. On the other hand, Sainsbury deals in the same business of retail and online shopping, but since its operations are more suited and favorable in the United Kingdom, that is why its operations are limited compared to Wal-Mart. Sainsbury deals with niche market segment, which is limited by some geographic and demographic segmentation. Sainsbury’s promotional and marketing campaigns are also less generic, and keep intact its present social and cultural context. Both companies are suggested for service development, market penetration and market developments. Since both companies are rates exceptionally agile, they still compete on the

During this assignment, I intend to cover the marketing concept and its importance to an organization as McDonalds. I will make particular reference of the marketing environment, consumer markets, market segmentation and the importance of the role of the marketing mix. In addition, I will focus on the concepts of marketing in terms of supporting their brand standards.

Tesco, as a major food manufacturer, in a very competitive market sector, it is the UK 's largest grocer and the most successful Internet supermarket. The recent history of Tesco is the story of a retailer 's successful evolution: its diversification into new businesses and in particular its leap-frogging of long-standing market leader Sainsbury 's to become the number one UK retailer. As self-service high street supermarkets were superseded by superstores and megastores, consumers became anonymous in exchange for improved choice and value. With the global business strategy, competitive advantage usually comes from common global brands and from concentrated production activity that has been sited to deliver significant economies of scale and resource souring. There may be some adjustment of the product or service for local needs but essentially it is the same around the world. The term 'globalisation ' is used to cover three main area, which is globalisation of economies, trade activities and regulatory regimes; globalisation of industries; morality of globalisation. Under this generation, Tesco launched some project to meet different needs from different customers. Such as launched Clubcard to win customer loyalty.

Definition: Integrated Marketing Communication Definition: IMC is a concept of marketing communications planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles of a variety of communications disciplines – for example, general advertising, direct response, sales promotion, and public relations – and combines these disciplines to provide clarity, consistency, and maximum communications impact by The American Association of Advertising Agencies (the 4A’s)

An Integrated Marketing Communications program is based on the foundation provided by the communication model. IMC programs have been described in several ways; the consensus is to define them as follows: Integrated Marketing Communication (IMC) is the coordination and integration of all marketing communication tools, avenues, and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. This integration affects all firm’s business-to-business, marketing channel, customer-focused, internally directed communications.

The first part of this paper represents a phase of a longitudinal multinational investigation (i.e. Schultz and Kitchen, 1997; Kitchen and Schultz, 1998) of the emergent concept and field of Integrated Marketing Communications (IMC). Both parts of this study and paper were conducted with the full support of the two major industry organizations; the Association of New Zealand Advertisers (ANZA) representing major marketing organizations, and the Association of Advertising Agencies (3As). Advertising agencies were selected as they are the dominant marketing communication supplier in New Zealand. Public relations, direct marketing and sales promotion organizations, while important providers of marketing communications, take a subservient role to advertising agencies in strategy development and many of these organizations are either owned by, or combine in strategic alliances with, advertising agencies.

"The international market goes beyond the export marketer and becomes more involved in the marketing environment in the countries in which it is doing business” (Keegan, 2002). "At its simplest level, international marketing involves the firm in making one or more marketing mix decisions across national boundaries. At its most sophisticated level, it involves the business in establishing manufacturing facilities overseas and coordinating marketing strategies across the globe.” (Dole &Lowe, 2001). From these two scholarly quotes, we can deduce that International Marketing involves executing marketing principles to satisfy the variety of product and services needs and wants of different people situated across borders (International Marketing,” 2015) and organizational objectives. Likewise, International Marketing is commonly referred to as Global Marketing which also engineers the marketing mix by closely analyzing the product, price, place, promotion worldwide and customizing to precisely fit the needs and wants of a

It is very important for retailers to define their target markets and decide the types of strategies that they will use to serve their markets as well. Organizations can become very competitive when trying to separate themselves from one another and come up with different ways to attract the most reliable customers. The third step in the marketing planning process is to develop marketing strategies: target markets and the marking mix. In this process “marketing managers develop their actual marketing strategies—that is they make decisions about what activities they must accomplish to achieve the marketing objectives.” (Solomon, Marshall, and Stuart 82) The type of marketing strategy that a retailor develops is based on their products, policies, and design. Therefore, it is essential for managers to advance their marketing strategies over other organizations to ensure that they are not the same as their competitors.

The process of penetrating and then developing an international market is a difficult one, which many companies still identify as an Achilles ' heel in their global capabilities. Two aspects of the typical approach are particularly striking. First, companies often pursue this new business opportunity with a focus on minimizing risk and investment—the complete opposite of the approach usually advocated for genuine start-up situations. Second, from a marketing perspective, many companies break the founding principle of marketing—that a firm should start by analyzing the market, and then, and only then, decide on its offer in terms of products, services, and marketing programs. In fact, it is far more

As a company enters into the foreign market, so does their marketing efforts. In hindsight, if a company’s marketing activities are not perceived well abroad, it could completely destroy the business’ plans to venture into the global market. When a company decides to go beyond their domestic country they must consider the changes that will be made within their

This essay is to present a thoughtful analysis of the current marketing structure of a company, its position and its future marketing strategy. The aims and objectives are as follows:

This paper explores the global strategies of McDonald’s Corporation and Starbucks Corporation. An overview of the company histories is included along with the basic business philosophies. The focus of the paper is on the marketing strategies, both domestic and international, examining the marketing mix for each company. The four P’s of marketing are detailed with examples of how each company uses them to their advantage. The reasons for the successful global expansion of both companies are incorporated into the compiled information.