Strategic marketing management
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Strategic marketing management
- 1. DIPLOMA IN STRATEGIC MANAGEMENT AND LEADERSHIP Strategic marketing management W.H.N.P.Somasri 1
- 2. CONTENT 1.0 Objectives 2.0 MAS Holding an overview 2.1 Vision and Mission Statement of MAS Holding 2.2 Legend of MAS holding 2.3 Organizational structure 3.1 Appropriate marketing technic to as certain growth opportunities in a market 3.2 Marketing Strategy Options 3.3 Proposed strategic marketing objectives 4.1 Marketing strategy and the external environment 4.2 Internal Analysis 4.3 Marketing Response towards key emerging themes 4.4 Referencing 2
- 3. Objectives • A solution that fits the needs of its customers. • A solution that provides the possibility of having a competitive advantage. • A common goal of making operations more efficient. 3
- 4. VISION STATEMENT To Inspire, Innovate, Create Value and Respect Humanity 4
- 5. MISSION OF MAS HOLDING Inspire Innovation and Sustainability Build Talent and Strategic Relationships Achieve Excellence and Ambitious Profitable Growth 5
- 6. Legend of MAS holding The MAS holding is leading Intimate Manufacture in Sri Lanka Specially of Lingerie. The company was opened in year of 1987 and presently it has 53 manufacturing facilities in 17 countries. The honor of the beginning legacy of MAS acquires by three brothers whose named were Mahesh, Ajay and Sharad Amalean. Around 93000 employees job in worldwide with the MAS Holding. 6
- 7. The present strength of capital cost of MAS holding is approximately USD 1.9bn. The concept of new thinking at MAS breaks the rules of improvement as the world identifies it. Re– engineering, re– thinking resource utility. When consider the other products manufacturing in MAS holding are Sportswear, swimming wear and types of underwear. 7
- 8. The concept of new thinking at MAS breaks the rules of improvement as the world identifies it. Re – engineering, re – thinking resource utility. Presently the company goes to the sustainable future with new innovation. 8
- 9. Organizational structure of MAS holding 9
- 10. 3.1 Use appropriate marketing techniques to ascertain growth opportunities in a market 10
- 12. ANSOFT Matrix for MAS Holding, Market development The MAS holding beginning to export their items to Asian countries like Bangladesh and Pakistan Diversification The segment of medical target by the MAS and they introduced the electronic dresses for observing kind of parameters of the body Product development The MAS holding introduced as MAS kreeda and they produced wears for any type of sports. Cricket , Swimming .. etc Market penetration For the populating existing product go through market the MAS holding sponsored attiring for Sri Lankan cricket team 12
- 13. • Bowman's Strategy Clock 13
- 14. • Western GDP 14
- 16. • Inflation 16
- 17. • Population 17
- 18. 3.2 Taking into consideration the selected organization, plan how to use marketing strategy options in a market 18
- 19. • Marketing Segment Segmentation Variable P1 P2 P3 Demographic Age Social class income Geographic European Asian Australian Psychographic Health/Fitness Hobbies Fashion Behavioral Occasions High core loyal Attitude toward product 19
- 20. • Targeting M1 M2 M3 P1 P2 P3 20
- 21. • Strategic positioning map 21
- 22. 3.3 In your presentation in applying strategic marketing management techniques to a market situation, create appropriate strategic marketing objectives for a market. 22
- 29. • Physical evidence objective 29
- 30. 4.1 Assuming you are the Marketing Manager, report on the impact of changes in the external environment on a marketing strategy, for the selected organization 30
- 31. PESTELAnalysis Political • Government policies regarding international trade • Political instability in the operating countries E.g. Bangladesh • Tax Benefits given by BOI • Trading Blocks: NAFTA curtailed the export opportunities of Sri Lanka Economical • Volatile exchange rates affect revenue • Volatile interest rates affect borrowing ability 31
- 32. Social Effect • Attitudes in the each country towards the Garments industries • Cultural barriers: Women work force Technological • Automation: Reduce the production cost and increase the productivity • Advance technology: Gives a competitive edge to the company • Fast technological advancement: Makes some workers redundant 32
- 33. Legal • Maximum working hours • Minimum wage rate • Lows prohibiting the use of child labor • Rules and regulations of WTO and EU and other international bodies Environment • Waste management laws • Sustainability policies of the government • EU – Carbon foot print rules 33
- 34. • Porter’s five forces 34
- 35. 4.2 Taking the organization you have selected in to consideration conduct an internal analysis to identify current strengths and weaknesses in a marketing strategy, as devised above 35
- 36. Strength of MAS Holding • Strong Brand name and brand loyalty • Experienced management team • Skilled employees • Creative and innovative culture • Superior technology • Well established supply chain 36
- 37. • High Employee turnover rate • Limited fund available for expansion since it is a privately owned group Weaknesses of MAS Holding 37
- 38. 4.3 In your presentation of applying strategic marketing management techniques to a market situation propose strategic marketing responses to key emerging themes in a marketing strategy.(AC4.3) 38
- 40. • Technology 40
- 42. References • Hayes, B., 2018. Business Broadway. [Online] Available at: http://businessoverbroadway.com [Accessed 20 August 2018]. • Anon., 2018. Trading Economics. [Online] Available at: https://tradingeconomics.com/ [Accessed 20 August 2018] • Tverberg, G., 2018. Achaques e Remoques. [Online] Available at: https://eumeswill.wordpress.com/ [Accessed 20 August 2018]. 42
- 43. 43
- 44. Thank You 44
Editor's Notes
- Good morning sir, Good morning all of you…In my strategic Marketing management presentation I have chosen one of the leading brand in Apparel industry, Pioneer in intimate exporting market, It is none other than “MAS”, Holding PVT LTD.
- In here i am supposed to cover my presentation this areas .
- If consider the main objectives of mas holding they always thing about needs of the customers requirement
- Outstanding vision & mission of the mas holding
- Outstanding vision & mission of the mas holding
- In 1987, Mahesh, Ajay and Sharad Amalean introduced lingerie manufacturing to South Asia and there began the MAS legacy. What began as a venture down an unconventional path has resulted in MAS being at the forefront of garment manufacture.
- They also use special production tool which name is lean. This is the one of their key point to success.
- Deshamanya Mahesh Amalean is the Co -Founder/Chairman of MAS Holdings, a Sri Lanka-based global concept-to-delivery apparel services provider. he is the top level manager of the organization. Under the CEO the six directors contribute their service for the mas organization. They are response to give the detail to CEO for making decision. As well as further express about amalean is charismatic leader and he always get ideas from the members of the organization. The directors can introduced as middle level managers of the MAS holding. Under the director board 5 managers indicate their organizational structure.
- Under the 3.1 I hope to say about what are the technics they used in the company for manufacturing product of the market.
- Ansoft matrix is special tool for evaluating product approach the market. When the existing product introduce to new market ansoft said as market development. The next one is market penetration the market penetration meaning is existing product develop in existing market. It can doing with some promotions and advertising. The third one is product development and the new service or new product introduce to the existing market it will be a product development. In ansoft matrix finally describe about diversification it mean is the new product or service introduce to new market
- When the ansoft compare with the mas holding initially the mas export their product only western country and Australia. But present they also export their product for the south Asian countries like Bangladesh and Nepal. This is the action of Mas for market development. As well as i know all of u have seen the attire of sri lankan cricket team and it is sponsor by MAS holding. This is the very good strategy for catching international eye. Advertising is the best method for penetrating market with existing product . The mas basically manufacturing only the intimates and under wears. But now they manufacture sports wears and some sports item for develop existing market with new product. The vison of the mas is making sustainable life with innovation. Under this vision they fabricate new cloths to help measuring some medical parameters of the body. They Included some of sensors and sensors are giving to the heart beat like this parameters. This is the new innovation of the MAS holding . This is the example of the diversification in mas holding
- This is not a very competitive position for a business. The product is not differentiated and the customer perceives very little value, despite a low price. This is a bargain basement strategy. The only way to remain competitive is to be as “cheap as chips” and hope that no-one else is able to undercut you. Businesses positioning themselves here look to be the low-cost leaders in a market. A strategy of cost minimization is required for this to be successful, often associated with economies of scale. Profit margins on each product are low, but the high volume of output can still generate high overall profits. As the name implies, a hybrid position involves some element of low price (relative to the competition), but also some product differentiation. The aim is to persuade consumers that there is good added value through the combination of a reasonable price and acceptable product differentiation. The aim of a differentiation strategy is to offer customers the highest level of perceived added value. Branding plays a key role in this strategy, as does product quality. A high quality product with strong brand awareness and loyalty is perhaps best-placed to achieve the relatively prices and added-value that a differentiation strategy requires. This strategy aims to position a product at the highest price levels, where customers buy the product because of the high perceived value. This the positioning strategy adopted by luxury brands, who aim to achieve premium prices by highly targeted segmentation, promotion and distribution. This is a high risk positioning strategy that you might argue is doomed to failure – eventually. With this strategy, the business sets high prices without offering anything extra in terms of perceived value. If customers continue to buy at these high prices, the profits can be high. But, eventually customers will find a better-positioned product that offers more perceived value for the same or lower price. Where there is a monopoly in a market, there is only one business offering the product. The monopolist doesn’t need to be too concerned about what value the customer perceives in the product – the only choice they have is to buy or not. There are no alternatives. In theory the monopolist can set whatever price they wish. This position is a recipe for disaster in any competitive market. Setting a middle-range or standard price for a product with low perceived value is unlikely to win over many consumers who will have much better options The MAS holding neglected product like 1,2, and 3 . They always going with 4 and 5 with middle price high benefit and high price with high benefit.
- The slide displaying to the rate of growth domestic product in European countries The MAS holding 80 percent their products export to the western countries and when the gross domestic product going increase in this counrties the bargaining power of the customers going increased. This is the opportunity to increase rate of buy.
- According to the slide When increasing the income proportionally increase purchasing power of the customers. It is very well affect of the business and the it will be a roots of the profit freed up.
- The slide indicate the inflation rate of the UK. The uk being a best customer of mas holding. When Decrease the inflation rate of the country also increase the bargaining power of the customer.
- The another valuable roots is indicated the display. Here indicate the population growth of year by year. When increase the population of the world usage going to high. It will be reason to increase buying rate.
- Under the 3.2 i hope to talk about planning market strategy options compare with the mas holding
- Most of the marketers manufacture their product for special group. Express this special groups they categorize as demographic, Geographical, psychological and behavioral etc. Breakdown by any combination: age, gender, income, education, ethnicity, marital status, education, household (or business), size, length of residence, type of residence or even profession/Occupation. Segmentation, targeting, and positioning together comprise a three stage process. We first (1) determine which kinds of customers exist, then (2) select which ones we are best off trying to serve and, finally, (3) implement our segmentation by optimizing our products/services for that segment and communicating that we have made the choice to distinguish ourselves that way.
- The targeting strategy is where the marketing mix comes together to create the right offer and marketing approach for each target segment. The Mas holding introduces their each products for special groups. Some lingerie fission manufacture for targeting only very reach people like this.
- Positioning maps are the last element of the STP process. For this to work, need two variables to illustrate the market overview. Benefits and price. The winning value position is most adding value with low prices. And losing value position is low benefit with high price.
- When consider he market management technic usually market developers consider about strategy of seven P’s. The 7Ps model was originally devised by E. Jerome McCarthy and published in 1960 in his book Basic Marketing. A Managerial Approach.
- Product refers to what are selling, including all of the features, advantages and benefits that customers can enjoy from buying goods or services. When marketing product, it need to think about the key features and benefits customers want or need, including styling, quality, repairs, and accessories. Mas holding design the product according to the customers wants and needs. They export high quality wears for western countries and also including styling.
- This refers to pricing strategy for products and services and how it will affect customers. It should identify how much customers are prepared to pay, how much mark-up need to cater for overheads, profit margins and payment methods, and other costs. To attract customers and retain competitive advantage, it may also wish to consider the possibility of discounts and seasonal pricing When compare with mas holding according to the slide they sell their product with deference prices in each country.
- Place is where your products and services are seen, made, sold or distributed. Access for customers to products is key and it is important to ensure that customers can find product. Mas holding their manufacturing industries are keeping as employees best place. In mas holding state including library, children parks and other employee attracted things. In here they increase their product quality and production rate with employee satisfaction tactics. For that they used the place objective very well.
- These are the promotional activities use to make customers aware of our products and services, including advertising, sales tactics, promotions and direct marketing. Generally these are referred to as marketing tactics. The MAS holding sponsor to the Sri Lankan National cricket team for their attairs and it will be a nice tactic to catch international eye for their product.
- Since service provision needs to strike a balance between customization and standardization, the processes involved in the activity require special mention and attention. A process needs to be clearly defined for the service providers. In MAS holding using clear process when they are making their products and they have to used special key process management system that lean manufacturing system. This method keeping Mas product quality and production rate on the higher rank within other competitors.
- This is a vitally important element of the service marketing mix. When a service is being delivered, the person delivering it is not unique from the service itself. When consider the people it should consider both of customers and employees relative to our market. The deferent type of peoples who work in the industry and it should analyze their strength and weaknesses well. As well as second group of customers including various type of minds according to their cultural and country residency. The marketer should also consider about mentioned above.
- Physical evidence refers to everything your customers see when interacting with your business. This includes: the physical environment where you provide the product or service the layout or interior design your packaging your branding. Physical evidence can also refer to your staff and how they dress and act
- When consider impact of changes of the external environment on a marketing strategy i hope to express with some special analyzing method like pastel compare with MAS holding..
- A PESTEL analysis is a framework or tool used by marketers to analyze and monitor the macro-environmental (external marketing environment) factors that have an impact on an organizations The first one is political effect for the market
- In social effect mostly effect on some cultural behaviors each countries. The Arabian countries never buy like lingerie with their culture. The technology is mostly effect for keeping product on top level in the market.
- Legal situation like government legal terms ,like wages , working hours , labor rights also depend on the profit gain of the market. The next one is environment effect for the business, As an example west management laws and implementing green concept some country relative rules like carbon foot print rule are some effect given to the market
- Porter's Five Forces is a model that identifies and analyzes five competitive forces that shape every industry, and helps determine an industry's weaknesses and strengths The importance of this force is the number of competitors and their ability to threaten a company. The larger the number of competitors, along with the number of equivalent products and services they offer, the lesser the power of a company. A company's power is also affected by the force of new entrants into its market. The less time and money it costs for a competitor to enter a company's market and be an effective competitor, the more a company's position may be significantly weakened. This force addresses how easily suppliers can drive up the price of goods and services. It is affected by the number of suppliers of key aspects of a good or service, how unique these aspects are, and how much it would cost a company to switch from one supplier to another This specifically deals with the ability customers have to drive prices down. It is affected by how many buyers or customers a company has, how significant each customer is, and how much it would cost a customer to switch from one company to another Competitor substitutes that can be used in place of a company's products or services pose a threat. For example, if customers rely on a company to provide a tool or service that can be substituted with another tool or service or by performing the task manually, and if this substitution is fairly easy and of low cost, a company's power can be weakened
- Under the 4.2 i hope to express current strength and weakness in MAS holding
- Strength is internal power of the company. The company management can control the strength of the company. The MAS has this Strength …… With this strength presently they are in the top of the clothing manufacturing market.
- The Weakness in the MAS holding they faced the high employee turnover rate. Because the company give some presser for developing employee compatibility relative to the MAS holding.
- When analyze key imagine themes in a market which are shown as Globalization, Technology and customer expectation for imagine themes of market.
- In present the MAS holding exporting their product for indicating countries and the target of the MAS holding is catching spread the market word wild.
- In present mas holding is using top technologies for manufacturing cloths. They develop they production rate quality of product and cost leadership of the product.
- According to the mission of the MAS they always warry about customer expectation. Most of the customers hope to more benefits and low price for product and mas always keep their product best price with international recognize brand name.