Table of contents Marketing Strategy of the retailer Zara Introduction 1. Marketing audit -theories integrating them with practice -understand the environment in which the org is operating 1)PESTLE-MACRO ENVIRONMENT, LOOKING AT THE BROADER ECONOMY 2)Internal environment- porter’s 5 forces -competitive environment in which the org is presented -other players in the industry, understand who we are competing with -find possible opportunities and threats (SWOT) -BCG matrix-to highlight the potential of the products; which products are doing well ? inform the objectives SMART objectives -max of 3 objectives -should be informed by the marketing audit Marketing strategy (choose an appropriate strategy: SPT (segmentation, targeting, positioning); porters generic strategies, porters value chain or ansoff matrix) -how we will meet the objectives -link the theory with practice -suggestions: build a better customer relationship or try to get new market search, optimize digital marketing strategy (depending on the audit) Tactical marketing mix -which products are you going to be selling or prices you will be charging (are you creating new products to meet the new marketing objectives; what prices-premium pricing or penetration pricing strategies depending on the objectives); promotion strategy; distribution strategy -4Ps (product, place, promotion and price)
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