Global Integrated Marketing Communications
Marks & Spencer in UK & UAE
Submitted By: Zhang Qang (MAIM FEB 2010)
Student No: 109998494
Module Leader: Dixon
Abstract
An organisation needs an image, which projects itself as a responsible and trustworthy which is not only interest in making money but also places the interest of its customers as well. In this assignment we will review different aspects of Globally Integrated Marketing Strategy and our focused organisation will be Marks & Spencer. We will focus on its IMC practices and how they act as part of the organisation’s strategic framework. The study will consider M&S operations in UK and UAE for its research purposes and will elaborate how resembles as well as differs in
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This integration of marketing tools in association with the organisation’s strategic objective transmitted through a carefully chosen media, results in an effective integrated marketing communication strategy. This amalgamation of strategy, tool, message and media is called the marketing communication mix.
However, with the introduction of new technologies and advances in information technology communication has been completely revolutionised and same has impacted in organisations in there IMC strategies. “For IMC to really take hold, old assumptions must exit, assumptions about the role of advertising and sales promotion, about the organisation of advertising and public relations departments, about agencies and what they do, about the media, and most of all accountability” (Schultz et al. 1994).
In this assignment we will review different aspects of Globally Integrated Marketing Strategy and our focused organisation will be Marks & Spencer. We will focus on its IMC practices and how they act as part of the organisation’s strategic framework. The study will consider M&S operations in UK and UAE for its research purposes and will elaborate how resembles as well as differs in the two environments. Finally, with the launch of a new product line we will try to incorporate how a new product needs to integrated into the existing overall structure and marketing framework of the organisation.
Company Overview
Established in 1894 Marks &
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.
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
A tropical wave emerged into the Atlantic from the west coast of Africa on September 14. After detaching from the Intertropical Convergence Zone (ITCZ) on September 18,[7] the wave quickly developed into a tropical depression about 575 mi (925 km) west of the Cabo Verde Islands.[3] Moving northwestward, the depression intensified according to ships and satellite imagery,[7] becoming Tropical Storm Faye on September 19.[3] The cyclone then moved westward and was unable to intensify further due to increasing wind shear,[7] before weakening to a tropical depression on September 23.[3] Shortly thereafter, Faye turned to the north, crossing an upper trough axis over the central Atlantic. Southwesterly flow aloft allowed the system to re-strengthen,[7]
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
A primary similarity between Aristotle and Plato is that they were both Greek philosophers. Plato’s philosophy is based on dissatisfaction of the world. He believed that philosophy was a practice for death and dying. He believed that the aim of philosophy is to transcend our attachment to the physical world, including our bodies. In contract, Aristotle believed the aim of philosophy is to not escape or transcend the physical world, but to make sense of it and understand it.
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.
Several facts are changing in today’s marketing communications. Owing to the growing numbers of alternative communication media and promotion, marketing communication does not just primarily focus on advertising and promotion. Organizations and entrepreneurs begin moving toward the process of integrated marketing communication (IMC), which has emerged as a new concept and the major communication development in marketing in the 21th century. More and more companies adopt IMC to convey a consistent message about their brand and products to derive competitive advantage and brand value. In addition, IMC has developed into a beneficial strategy for companies to reach more customers as well as build good customer relationships. Smith et al.
Metaphysics, religion, spirituality. All of these just trying to find an answer to what’s The Point, really? And the point is, that nobody really knows. Well, one can say that the people who have experienced clinical death might have a bit of an insight; yes, – but still, nobody knows for sure. And that’s what is to be expected. Metaphorically speaking, a river can’t understand how the ocean functions, it can only have a feeling about it.
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 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
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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.
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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: