IntroductionBryant Homes’ has an excellent marketing strategy that has helped the company maintain its market position as the best homes provider. It is considered as the company that understands the environment within which it operates and hence it expansively manages to gain competitive advantage over its competitors. This section discusses the different marketing strategies that have helped Bryant Homes’ to withstand rivalry and hence maintain its market position as the best homes provider in UK; in this regard, Ansoff Matrix, PESTEL analysis and Branding will be used. Ansoff MatrixThis matrix was developed to help managers to consider growing the business through existing or new products in existing or new markets (Reed 2006).
For instance, the matrix is vital in helping managers assess the different degrees of risks associated with making the organization more profitable and hence moving it forward. Ansoff Matrix has four marketing strategies that are mainly hinged on whether the products are new or existing as well as focus on whether the market is new or existing. Accordingly, each strategy has a distinct level of risk. The diagram below shows Ansoff Matrix. This section discusses Bryant Homes marketing operations using Ansoff Matrix; in essence, the four Ansoff marketing strategies will be used: Market Penetration: this strategy demands that the company increases its market share within the existing market segments (Ferrell, Lukas & Schembri, 2012).
This can be substantially achieved through selling more products or services to established customers or through getting new customers within the existing market (Kazmi 2007). Regardless of the market being crowded by many players, Bryant Homes provide its customers with high-end homes, which are attractive in design, excellent use of space, which complies with customer specifications (Schmid 2011).
The company has a distinct market position making it to have a competitive position over its competitors. Given the fact that Bryant Homes exceed other stakeholders’ expectations in the market, the company has immense competitive advantage and thus its level of penetration is un-comparable (Percy 2012). Product Expansion: this strategy involves the development of new products for an existing market; for instance, the company should think about developing products that meet customer needs that will automatically make the company perform better than its rivals (Fifield 2012).
Bryant Homes provide homes that are beyond customer expectations, which have largely continued to win customers in the market. In this regard, the company has continually improved product quality by building houses with extreme privacy, ambience views, aspect as well as including a garden. Market Expansion/Development: this strategy focuses on finding new markets for existing products (Loudon, Stevens & Wrenn 2005). For instance, it involves marketing activities such as market research together with further market segmentation, which vastly help in identifying new groups of customers (Anderson 2012).
Bryant Homes has managed to increase customer loyalty as well win new customers in the current market and is largely considered as the best and outstanding modern homes provider (Bachmeier 2009). In the same line of discussion, the company has excellent marketing promotion, which has elicited diverse media coverage thus helping the company to increase its customer base. Diversification: when the company uses this strategy, it is compelled to produce new products for new markets simultaneously (McDonald 2007). This is the most risky marketing strategy (Barker, Valos & Shimp, 2012).
For example, as the company create or produce products, which it never used to create, the risk of uncertainty increases. The urban renewal and buildings on Brownfield; Bryant Homes diversified its products which on the other hand helped the company to restore its premium position in the market. The Simple Universal Recognizable Truth (SURT) research vastly empowered the company to understand what customers need and thus work to meet these needs by diversifying their products.