Strategic Management and Marketing

Over the last 10 years in particular the volatility in global trade, consumer demand, oil prices, and other external factors have seen shipping and maritime companies having to adopt and pursue a range of different strategies in order to obtain a competitive advantage within their market sector. Many of these organisations are turning to creating a portfolio of services to add greater value to their customers. This can take a number of forms depending on their customer base, market sector, geographical location and a range of other factors. You will have identified through your studies and research that organisations can follow a range of strategies including diversification, differentiation, concentration, alliances, specialisation and cost leadership. You are required to provide a detailed analysis of the organisation's marketing strategy to support the decisions the company has taken as discussed in the first part of this brief. You are required to use the marketing mix model as the framework for this part of your analysis and discuss how this is integrated into the overall strategy of the organisation. You are also required to demonstrate a wider understanding of key marketing principles and models that you have read in key marketing texts and your research. To assist you in your planning of this report you may want to consider some of the following: " What services are the company now offering? " Who are their customers? " How can these services provide value to the business and the customers? " Why have they chosen this direction and the service offerings? " What are the synergies between the various services? " How do these fit in to the wider corporate strategy and core business offering? " What are the measurable benefits to the business?  

Sample Solution