The paper "Export Marketing Capabilities and Export Venture Performance" is a wonderful example of a Marketing Case Study. The strategic marketing planning implies the process in which the managerial, as well as the operational staff of firms, undertakes, in order to create and implement effective marketing strategies for their business. There are several aspects considered in the marketing plan, which include the identification of the promotional opportunities, market opportunities evaluation, researching, and the identification and analysis of the target market. Further, the marketing plan also incorporates the developing of the strategies on how to implement these strategies, implementation preparation as well as assessing the results.
More practically, strategic marketing plan addresses strategies such as pricing, distribution, promotion, segmentation of the market as well as a promotion. In relation to this, the present paper presents a comprehensive strategic marketing plan for the UNE Life. The plan will involve identification of the mission, the Industry of the UNE Life, attractiveness of the industry and the market research relevance, as well as the overall market segmentation. UNE Life Mission Relevance UNE Life implies the business that was established in 2014, following the collaboration of the SportUNE and the ServicesUne.
Its mission is geared to the provision of a streamlined and consistent approach, toward the provision of services as well as facilities at the University of New England (UNE). The main objectives of the business are the establishment of the stimulation of the on-Campus activities and creating a conducive and enjoyable atmosphere for the students, the staff, and the general community. Generally, it aims at transforming and making university life at UNE much easier, as well as enjoyable as possible. To work toward achieving its mission and the above objectives, UNE Life operates through a hierarchy of strategies.
It follows the advice presented by Kash & Deshmukh, (2013), which indicates that the achievement of a firm's objectives and mission could only be possible if these missions and objectives are SMART. These strategies include a range of 9 businesses, which include sports and fitness facilities, popular and accommodative students bar, night clubs, campus essentials such as stationery, health workshops among others. A match between the goals of the business and the strategies adopted clearly reveals that these objectives are Specific, Measurable, Achievable, Realistic as well as Timely, (SMART). The Competition Industry of the UNE Life As illustrated by Izvercianu & Miclea (2015), the most effective way of assessing the industry in which a business is operating, as well as the competitiveness of the business in such industry is through the application of the Porters five competitive forces.
From the analysis of the general mission, objectives, goods and services offered by the business, UNE Life operates in the education industry.
Apart from experiencing gradual changes in terms of technological changes, the industry is quite competitive. Therefore, for the UNE Life to remain competitive and viewable in the overall industry, it has to implement effective competitive strategies, under the assessment of Porter’ s five forces. Under the application of Porter’ s five competitive forces, the business should consider several aspects. First, there are limited threats of new entrants. One of the reasons for this is that the business is connected to the operations of the university (Todor, 2014). Therefore, apart from strengthening the economies of scale, it makes it difficult to gain distribution for the new entrants.
However, there is a significant threat to suppliers bargaining power. The reason is that the business experiences a significant cost of switching its suppliers, and the product of the suppliers contributes a significant part of the value-added of the buyer.
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