Concept of Corporate Strategy-Free-Samples-Myassignmenthelp.com

Questions: 1. Identify the concept of corporate objectives and evaluate an organisation with information available in the public domain. 2. Discuss marketing orientation concepts (i.e. the marketing concept, the selling concept or production concept). Explain with examples which concept your organisation follows. 3. What is your organisation's core marketing strategy? Discuss the strengths and weaknesses of the current marketing strategy and explain how this strategy will help your organisation reach its corporate objectives. Answers: 1.The concept of corporate strategy states the well-defined goals of the company. This involves the internal strategies of the organization and the aims and objectives it has. Most of the goals are focused on the time frame that the company has set in order to achieve the goal. It includes the strategies that should be adopted in order to achieve success. The organization taken into consideration in this particular assignment is the clear products of unilever (Care, 2018). Clear scalp and beauty therapy products offers shampoos, conditioners and treatment that nourishes the scalp that is the foundation for strong, healthy and beautiful hair. The company has inherited a structured corporate strategy. They are clearly stated and they are clearly mentioned in the internal document of the companys norms. They focus on providing the best quality product that keeps up the expectations of the customers. They aim at building a sustainable living commonplace. In order to have a clear vision the company has adopted a long term strategy of brands that would deliver growth in order to benefit all the stakeholders. They focus on innovation of their products (Lockrey, 2015). The company follows the three marketing orientation concepts. Marketing concept Product concept Production concept 2.The company pays huge attention in advertising the products. This includes advertising the products in television, in newspapers, in banners and hoardings. This is called the marketing concept. Most importantly the company pays attention in taking feedbacks from the customer. For example, the customers are asked to submit a feedback form on online websites. These actions are practiced by the company. This increases the brand image of the company in the market. This enables the company to improve their products and set up good reputation in the market (Lockrey, 2015). The other concept that is practiced by the company is production concept. The concept reveals the fact that the customers will favor products that they can get at affordable rates. The company maintains the price of the products. They further focus on the efficiency of the production. For example, this is used by the company in two situations, firstly, when the demand for the products exceeds the cost and secondly when the cost of the product is too high. The final concept adopted by the company is the product concept. This concept contains the fact that the consumers opt only for those products that are innovative and that have the best quality. The company maintains the quality of their products and they work on innovation of their products. For example, the company has come up with the customized solution for men and women. They also have included nutrium 10 that was the innovation of the company in the year 2011. It was presented to the worlds largest skincare specialists at the International Academy of Cosmetic Dermatologys World Congress. This was indeed a successful step adopted by the company (Kotler, 2015). 3.Core marketing strategy of the organization The marketing strategy of the company can be analyzed by the PEST analysis and te SWOT analysis: PEST: The political factor for unilever was global and a successful one. There was an abolition of the hair care products consumption tax in the year 2006 which cleared all the hurdles from the path of growth of the company. It gave the company more chances to promote the consumption of the products and make price more expandable. The economic factor in many countries has been a benefit for the organization. The company was able to make huge profit in the places where the economic condition was well developed. It was able to expand the business in all over the world. Clear shampoos aimed to capture the dandruff market. The company highlighted the concept of trust and it planned to launch a series of trust theme activities. Famous stars endorsed the products of the company. The company has adopted the latest technology for the treatment of dandruff and let the people have a clear and neat scalp. The technological progress has helped the company to customize the shampoo according to the scalp of men and women (Kohli Harich, 2015). SWOT: The strength of the company is the quality of the products and the variety of products. The weakness is the price of the products is high. It should be such that everyone can afford the same. Clear brand focuses only on hair products. They have the opportunity to work in some other department like skin treatment. The biggest threat of the company is the rivalry it faces. The company faces tough competition in the market (Kanagal, 2015) References Care, P. (2018). Clear. [online] Unilever Australasia. Available at: https://www.unilever.com.au/brands/personal-care/clear.html [Accessed 27 Mar. 2018]. Kanagal, N. B. (2015). Innovation and product innovation in marketing strategy.Journal of Management and marketing research,18, 1-25. Kohli, C. S., Harich, K. R. (2015). Creating Brand Names: Strategic and International Considerations. InProceedings of the 1996 Multicultural Marketing Conference(pp. 1-2). Springer, Cham. Kotler, P. (2015).Framework for marketing management. Pearson Education India. Lockrey, S. (2015). A review of life cycle based ecological marketing strategy for new product development in the organizational environment.Journal of Cleaner Production,95, 1-15.