Marketing to meet strategy

Executive Summary

The enigma of merchandise is that it is one of mans oldest activities and yet regarded as the more or less recent of the business discipline         Michael Baker - 1976

The true belief of marketing is an exchange based upon mutually satisfying relationships in which both parties light what they want.

This assignment is aimed at providing a gather in and methodical approach to determine if marketing concepts could meet the strategic objectives. It will focus on the viability of that project from the market prospective in view of the organization strategic objectives with recommendation for the land on which the project would proceed. It looks at a growing party operating in the food service industry in the city of Dubai in the United Arab Emirates.

It aims at examining the marketing options forthcoming to face a very competitive environment in a changing world. In addition, this assignment is proposing a marketing strategy, along recommendations to be submitted to the management.

The objective is to answer the sideline perfect questions

(Ref : strategical Marketing Management by Wilson & Guilligan)

        Where atomic number 18 we now ?

        Where do we want to be ?

        How might we get there ?

        Which way is the best ?

        How can we ensure comer ?

The components of a marketing strategy are as following:

        Organization mission, goals and corporate strategy

        Organization opportunities and capabilities (environment scanning, customer and competitor analysis, capabilities and resources)

        Strategic objectives (growth with a low-cost and focus strategy)

        Target market strategy and brand positioning (market segmentation, differential advantages)

        Marketing objectives

        Marketing programs for executing (marketing mix)

        Performance assessment and benchmarking (unstudied. The product has not yet been make . April 2004)

To analyze this company, the following research methods have been used.

Research is a regular search for information. It is a...

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