Strategic Marketing Management

Table of Contents
Introduction
Assignment
1.1 Strategic planning process for a smart phone
1.2 Key elements of strategy and marketing plan
1.3 Marketing Plan
1.4 Potential problem areas for short, long term and medium planning

Introduction
Companies need to differentiate themselves along the other players in the
market in order to obtain a competitive advantage which will facilitate the
long term sustainability of the organisations. This assignment will discuss
the strategic planning process and the associated marketing plan for a
smart phone manufacturer and will pay particular attention with regard to
an emerging Smartphone manufacturer. This assignment will further focus
on the background and the development of a marketing plan with regard to
the food brand Primark. This assignment takes into account the marketing
plan for a new restaurant in the Central London, which could be identified
as the busiest city in England. Fast foods like fish n chips are in demand in
London, due to the busy lifestyles of people. The factor which would affect
the decision of the type of restaurant that needs to be started in Central
London has been considered in this assignment.

Assignment 1
1.1 Strategic planning process for
a smart phone
As explained by Himmelsbach (2012:p.7) smartphone sector can be
identified as one of the very much dynamic business sectors where the
industry mainly depends on the new technologies and new innovations. In
that light for an upcoming smart phone manufacturer it will be very much
important to be equipped with a proper overall strategy that will enable to
obtain a competitive edge in the mobile market. The following can be
identified as the strategic planning process for a new Smartphone
manufacturer.
Where are we now?
According to Grunig and Kuhn (2011:p.188) strategies should be developed
in order to compete with the current situation in the market. So the position
of the company should be identified with regard to the industrial situation. A
 Porters five forces analysis can be carried out in order to identify the
current position.

Porters five forces analysis

Bargaining power of customers
High level of bargaining power due to the low switching costs and the
availability of same type products from different competitors (Kurtz,
2010:p.40).
Bargaining power of suppliers
High level of bargaining power due to the availability if different
potential buyers and a competitive price.
Threat of substitute products
Moderate level of threat due to certain substitutes such as i-pads and
similar products.
Threat of new entrants
High level of threat due to low initial costs and availability of different
technologies.
Competitive rivalry
High to large scale manufacturers such as Apple, Nokia, HTC and
Samsung (Goggin, 2011:p.24).
Where we are going?
After identifying the current position the the strategic direction should be
identified. The Ansoff matrix can be effectively used in that light.