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Marketing and Advertising Strategy

C/M/1352. Theoretical underpinnings of marketing strategy and case study of Gorvins Solicitors

WORDS:
5800
DATE:
2010
PRICE:
59.99 GBP

The paper looks at the concept of marketing strategy explaining the benefits of an efficient marketing strategy with regard to the market segmentation of B2B and B2C markets, and conducting a case study of Gorvins Solicitors’ segmentation, targeting and positioning strategy. Analysis of the company’s micro and macro environment is performed using the models of SWOT, PEST and Porter’s Five Forces. The role of market strategy in B2B organisations is examined highlighting the impact of the Internet on market development. A marketing mix (4P) plan for a digital strategy is suggested illustrasting how e-markeitng mix can be co-ordinated with traditional markeng mix. The issues of efficient product marketing are addressed suggesting frameworks for pricing policy.

 

KEYWORDS: Gorvins Solicitors, marketing strategy, SWOT, PEST, Porter’s Five Forces, marketing mix, e-marketing mix, product marketing, pricing policy,

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