LEVEL 7 DIPLOMA IN STRATEGIC MANAGEMENT & LEADERSHIP

Learner Name Katerina Hanakova Friedrichova

Learner Registration 0822

No.

Study Centre Name Lincoln University of Business and Management

Qualification Title OTHM L7 Diploma in Strategic Management & Leadership

Unit Reference No. Y/616/2732

Unit Title Strategic Marketing

Word Count 1297 Words

Submission Date 17th June

Declaration of authenticity:

1. I declare that the attached submission is my own original work. No significant part of it has
been submitted for any other assignment and I have acknowledged in my notes and
bibliography all written and electronic sources used.
2. I acknowledge that my assignment will be subject to electronic scrutiny for academic honesty.
3. I understand that failure to meet these guidelines may instigate the centre’s malpractice
procedures and risk failure of the unit and / or qualification.

Katerina Hanakova Friedrichova Dr. Umesh Kothari

_________________ _________________

Learner signature Tutor signature

Date: 13th June Date: 25 May 2024

 LEVEL 7 DIPLOMA IN STRATEGIC MANAGEMENT & LEADERSHIP

Table of Contents
Introduction.........................................................................................................................................3

Purpose of Strategic Marketing...........................................................................................................3

Marketing Planning Process................................................................................................................4

Marketing Concept, Models, and Theories.........................................................................................5

Significance of Branding.....................................................................................................................6

Branding in Amazon........................................................................................................................6

Branding Challenges and Opportunities..........................................................................................7

Recommendations for Local Businesses.........................................................................................7

Brand Pyramid.....................................................................................................................................7

Brand Positioning................................................................................................................................9

Brand Management..............................................................................................................................9

Recommendations for Integrating Branding Concepts into Marketing Planning...............................9

Conclusion.........................................................................................................................................11

References.........................................................................................................................................12
 LEVEL 7 DIPLOMA IN STRATEGIC MANAGEMENT & LEADERSHIP

Executive Summary

Strategic marketing is essential for organizations aiming to stay competitive, meet customer needs,

and foster sustainable growth. Amazon Go has cashier-less technology and seamless shopping

experience as well as its strategy is based on Aligning Organizational Goals with Market needs.

Local small business association (SMA) is concerned with the potential competition posed by

Amazon Go and SMA knows that it is crucial for local businesses to adapt their marketing

strategies. Strategic marketing involves analyzing the market environment and competitors to

position the business advantageously. So, this report explores the marketing planning process, key

marketing concepts, and the importance of branding, using Amazon Go as a prime example.

Additionally, it offers ways local businesses can leverage these concepts.

The main purposes of strategic marketing are evaluating the current environment, establishing clear

objectives, streamlining product development, and achieving overall company goals. The

marketing planning process is a step-by-step approach to developing and implementing a strategic

marketing plan. Key marketing concepts use in this report that inform marketing planning process

are SWOT analysis, the marketing mix (4Ps), and the AIDA model. In addition, to compete with

innovations like Amazon Go, local businesses should integrate branding concepts at every stage of

their marketing strategy. This includes developing a strong brand pyramid, enhancing brand

positioning, and implementing effective brand management practices. By understanding and

applying these concepts, businesses can create compelling value propositions, enhance customer

experiences, and achieve long-term success.

 LEVEL 7 DIPLOMA IN STRATEGIC MANAGEMENT & LEADERSHIP

Introduction

Strategic marketing is an important tool for any organization which wants to stay competitive, meet

coustomer needs, and promote sustainable growth. In this report we will delve deeper into the

marketing planning process, review key marketing concepts, and discuss the significance of

branding, using Amazon Go as a prime example. In the end, this report is also exploring ways local

businesses can apply these concepts in their organizational

Purpose of Strategic Marketing

The process of creating and carrying out a plan to accomplish particular marketing goals is known

as strategic marketing. It entails doing a market analysis, determining the target audience, forging a

competitive edge, and formulating a marketing mix that appeals to them (McDONALD, 2016).

Strategic marketing aims to assist firms in the following areas:

o Evaluating the Current Environment: Strategic marketing helps in assessing the

positioning and performance of an organisation.

o Establishing Clear Marketing Objectives: Having a strategic marketing plan in place

helps in establishing achievable marketing objectives.

o Streamlines Product Development: Strategic marketing helps in creating products and

services that provide the organisation with high profits.

o Achieving Company Overall Goals: It helps in analyzing the market, identifying target

customers, developing a competitive advantage, and creating a marketing mix that meets

the needs of those customers

Marketing Planning Process

A strategic marketing plan is developed and implemented step-by-step through the marketing

planning process (Paley, 2017). The following actions are usually involved in marketing planning

process:
 LEVEL 7 DIPLOMA IN STRATEGIC MANAGEMENT & LEADERSHIP

o Marketing Objectives (Mission): A business can create targeted marketing objectives after

it has a solid knowledge of its purpose.

o Situation Analysis: Situation analysis entails examining the business's internal

environment (SWOT analysis) as well as the external market environment (PESTLE

analysis).

o Marketing Strategy: The strategy describes how the company will accomplish its

marketing goals. Target market identification, competitive advantage development, and

marketing mix creation are all included in this.

o Marketing Evaluation by Marketing Mix: Product creation, price, promotion, and

distribution in places are all measured in order to assess the effectiveness of the marketing

plan. This is known as marketing evaluation by marketing mix. After that, this data might

be utilized to enhance real marketing.

o Marketing Implementation: Implementing a marketing plan entails putting it into

practice. This entails creating targeted marketing campaigns and initiatives.

Figure 1: Marketing Planning Process

 LEVEL 7 DIPLOMA IN STRATEGIC MANAGEMENT & LEADERSHIP

Marketing Concept, Models, and Theories

The marketing planning process can be informed by a variety of marketing concepts, models, and

ideas. Among the most significant are:

 SWOT Analysis: A strategic planning tool called a SWOT analysis is used to determine an

organization's external opportunities and threats in addition to its internal strengths and

weaknesses. SWOT analysis is used in the early stages of marketing strategy to help

companies assess their existing and future status by examining their external environment

and internal capabilities (Yusuf et al, 2022).

 Marketing Mix: Four elements that organizations can employ make up the marketing mix.

offer their goods and services through advertising, location, pricing, and product. The 4Ps

aid in the analysis of the strategies currently employed in the process of marketing

planning. The marketing mix is a tool used to sell and market goods and services. It

involves deciding how to position a product such that it will sell at the appropriate price,

right location, and right moment (Bahador, 2019).

 Attention, Interest, Desire, and Action (AIDA) Model: The stages a customer goes

through from learning about a product to making a purchase are described by the AIDA

model, which begins with drawing attention and ends with carrying out an act. The AIDA

model aids in the marketing planning process by determining a marketing campaign's

potential value. When creating marketing materials that help consumers navigate the

purchasing process, this paradigm is essential (Pramita & Manafe, 2022).

Significance of Branding

Establishing a distinct identity and perception of a product or business in the minds of consumers

using names, phrases, graphics, symbols, and other elements is known as branding (Kladou et al.,

2019). The figure below illustrates the significance of branding.

Figure 2: Significance of branding

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1.1. Branding in Amazon

As one of the most valuable brands in the world, Amazon's brand value was estimated to be $705.6

billion in 2022 (Sharma et al., 2022), demonstrating the importance of branding to a company's

success. Implementating and maintaining the technology needs branding strategies. Unlike many of

the most valuable retail firms in the world, Amazon focuses on making ongoing investments in

technology, such as "Just Walk Out Technology," to increase productivity and customer happiness.

Additionally, the Amazon Go app (a brand for Amazon) makes buying a lot easier.

1.2. Branding Challenges and Opportunities

Figure 3: Branding Challenges and opportunities

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1.3. Recommendations for Local Businesses

 Build a Strong Brand Identity: Make effort on making a unique and strong brand identity.

 Customer-Centric Approach: Always check coustomer needs and experiences to satisfy

them.

 Consistent Branding: Make sure that the coustomers are loyal to the brand by checking

their touchpoints which reflect the brand’s values.

 Leverage Local Strengths: Emphasize distinctive local characteristics and individualized

service to set the company apart from major rivals.

Brand Pyramid

A model designed to address fundamental inquiries about a brand is called a brand pyramid

(Kashive & Khanna, 2017). In this segment of my research about local businesses' and Amazon's

branding, I will discuss Keller's Brand Pyramid, one of the marketing industry's most often-cited

frameworks. The steps that the corporation must take are described on the right side, while the left

side details what the brand does to the customer (Kotler & Keller, 2016).

Figure 3: Keller’s Brand Pyramid

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For Amazon Go the brand pyramid things are shown below.

 Amazon Go is a cutting-edge, cashierless supermarket that enhances visibility through app

integration, clever marketing, and great metropolitan locations. (Salience)

 Utilizing a smartphone app, there are no lines to wait in supermarkets. (performance)

 Reduces work for families and gives the client less time spent at supermarkets. (Imagery)

 Reliable, accurate, and high-quality products linked to Amazon are trusted. (Judgements)

 Using digital technology, Amazon Go saves customers time and effort, resulting in

sentiments of efficiency, contentment, and convenience. (Feeling)

 Strongly connected to the brand on an emotional level, feeling "in sync" with its innovation

and convenience. Amazon Go strengthens its consumer relationships by consistently

innovating and growing. (Resonance)

Brand Positioning

A brand's positioning describes the distinct value that it offers to its target audience. It's a tactic

used by brands to communicate their value proposition—the reason a buyer would choose their

company over competitors—while establishing their brand identity. When developing strategies for
 LEVEL 7 DIPLOMA IN STRATEGIC MANAGEMENT & LEADERSHIP

the marketing planning process, brand positioning is crucial and planning marketing goals is made

easy by it (Iyer et al., 2019). Amazon Go makes itself as the technologically advanced purchasing

option for the busiest urban consumer's go-to.

Brand Management

The process of establishing, growing, and preserving a brand is known as brand management.

Brand management is a tool used in the marketing process to anticipate future developments

(Kavaratzis & Hatch, 2021). Brand management includes elements shown in figure below.

Figure 4: Elements of brand Management

Amazon Go continuously innovates and ensures high-quality customer service to maintain its brand

image.

Recommendations for Integrating Branding Concepts into Marketing Planning

At every stage of the marketing strategy process, branding should be included. This implies that

while creating marketing goals, plans, and initiatives, branding should be taken into account.

Therefore, the following are suggestions that local businesses should use into their brand

positioning, brand management, and brand pyramid creation marketing planning strategies.

Figure 5: Recommendations for Local business in making brand pyramid

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Figure 6: Recommendations for brand positioning

Figure 7: Recommendation for brand management

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Conclusion

To compete with innovations such as Amazon Go, local businesses must prioritize strategic

marketing and strong branding. Businesses may develop compelling value propositions, improve

consumer experiences, and succeed over the long run by comprehending and implementing these

ideas.
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References

Iyer, P., Davari, A., Zolfagharian, M. and Paswan, A., 2019. Market orientation, positioning

strategy and brand performance. Industrial Marketing Management, 81, pp.16-29.

https://doi.org/10.1016/j.indmarman.2018.11.004

Bahador, M.H.H., 2019. The effect of marketing mix on organizations performance. In 1st

Strategic Management Conference (Vol. 1, p. 10).

McDONALD, M.A.L.C.O.L.M., 2016. Strategic marketing planning: theory and practice. In The

marketing book (pp. 86-120). Routledge.

Paley, N., 2017. How to Develop a Strategic Marketing Plan: A step-by-step guide. Routledge.

Pramita, K. and Manafe, L.A., 2022. Personal selling implementation and AIDA model; Attention,

interest, desire, action. (International Journal of Entrepreneurship and Business

Development), 5(3), pp.487-494. http://repository.stiemahardhika.ac.id/id/eprint/3891

Kladou, S., Kavaratzis, M., Rigopoulou, I. and Salonika, E., 2017. The role of brand elements in

destination branding. Journal of Destination Marketing & Management, 6(4), pp.426-435.

https://doi.org/10.1016/j.jdmm.2016.06.011

Sharma, P., Sharma, M., Vijayanand, N., Prabhakaran, J., Sahu, D.N. and Choudhary, S., 2022.

Category Management's Effects on Retail Business Profitability and

Operations. NeuroQuantology, 20(10), p.4401.

Kashive, N. and Khanna, V.T., 2017. Conceptualizing employer-based brand equity and employer

brand pyramid. European Scientific Journal, 13(34), pp.211-229.

Kotler & Keller, 2016, Brand Resonance Pyramid.

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Kavaratzis, M. and Hatch, M.J., 2021. The elusive destination brand and the ATLAS wheel of

place brand management. Journal of travel research, 60(1), pp.3-15.

https://doi.org/10.1177/0047287519892323

Yusuf, M., Saiyed, R. and Sahala, J., 2022, December. Swot Analysis in Making Relationship

Marketing Program. InProceeding of The International Conference on Economics and

Business(Vol. 1, No. 2, pp. 573-588)