Strategic Marketing Plan Assignment Example | Topics and Well Written Essays - 2000 words

Strategic Marketing Plan - Assignment Example Laura Ashley, the brand that originated from Welsh designer Laura Ashley, is a household name popularised by its colourful fabrics for clothes and home furnishings. Laura Ashley Plc. is a small family company with very specialised products spread in the Europe, UK and US. Started by the Ashleys in 1953 the company kept on embracing new products and companies and integrated vertically. The key for the significance and the competitive edge of the company was the design philosophy of Laura Ashley. Although the company faced a shock after the death of Laura Ashley but the company followed the line of Laura's designs. By 1985 the company established its own supply chain and kept on supplying the products at shops. The Company also implemented the Information system for effective communication with in the company Sales practice: The Company established the shops with the same design and undertaken research and development activities in order to analyse the consumer preferences regarding th e brand. As a result of the surveys conducted the company found the brand name as the major asset of the company, which could prove to be the main source of competitive advantage of the company. Using the Ansoff matrix which is a framework for identifying corporate growth opportunities with two dimensions determining the scope of options between products and markets, this study shall develop SMART strategic marketing objectives. It will identify four generic growth strategies: Market penetration of Laura Ashley means that the company need to aim selling its existing high-end products from accessories, beds, bedlinen and bedspreads, curtains, cushions and throws, fabric, furniture, lighting, mirrors, rugs, sofas and chairs, and wallpapers within the markets it is currently serving but in increasing numbers. Greater effort in sales and marketing to achieve higher product sales is needed for a bigger market share attained possibly through improved product quality or cost reductions. In this process, Laura Ashley must take the opportunity to capture high-end markets in emerging economies such as India and China. As LA's market has declined, more marketing efforts are needed. Market development means selling to new customers for existing products which could require market segmentation. New market in this instance could include previously un-served geographical areas, or another market segment which was not previously catered to. For Laura Ashley, considering its classic home furnishing and fabrics, new markets such as those seeking luxurious abode overseas could be a target. Age, for instance could also be factor for consideration in this process as it has been suggested by various studies that older age indicate diligent shoppers and pursue sedate lifestyle (Zeithaml, 1985 and Hisrich & Peters, 1974). LA could also go for full nesters indicative through movement in household as this group prefer consumer durables and are basically home-oriented (Shanginger and Danko, 1993) Product development through new designs of existing products capitalising on existing knowledge and skills for the market it once

Analysis of Personal and Organizational Ethics and Values between Research Paper

Analysis of Personal and Organizational Ethics and Values between For-Profit and Not-for-Profit Organizations - Research Paper Example Various companies claim to have the best corporate environment in their respective cultures but there are several discrepancies and deviations in them. Abolishment of organizational ethics can be observed in companies and yet they claim to be the best in market. The purpose of this paper is to examine such circumstances in a profit organization- Apple Inc. and a nonprofit organization- International Red Crescent. What sort of organizational ethics play into action in these firms and how are they following the code of ethics is the essence of the paper. What kind of culture is prevailing in the decision making process- authoritative or democratic etc. Examining the current status of employees, management practices and their relationship with the ethical management theories will be illustrated. What processes the companies have applied to remain competitive in the industry and are the mission & vision matching with their respective actions etc or not. In depth analysis of both these co mpanies will be done to acquire concrete knowledge. Part 1: International Red Cross: Company Profile The International Red Cross movement is a world renowned nonprofit humanitarian movement for the welfare of human race. It has the legacy to help out human beings irrespective of any race, color or religion. The motto of this movement is to protect human lives, cure them from diseases and prevent their sufferings. This movement has been working globally having stations in almost every country of the world. The Red Cross movement has its subsidiaries working in countries by the name of National Red Cross; however the mother organization remains as International Red Cross. Red Cross joined hands with the Red Crescent movement so that humanitarian services would be expanded and an overall impact all over the globe could be made. The efforts of the merger of both these organizations gave a powerful message that humanity first. The establishment of International Red Cross and Red Crescent movement was essential as they got immense aid and their humanitarian services also spread out. This movement is highly acknowledged by the governments of the world and in the time of war, floods, earthquakes or any unpleasant circumstances; International Red Cross & Red Crescent are the front row saviors of human lives. They have well qualified doctors, physicians, rescue team and technology. Due to their enormous fame and great services, government and people whole heartedly aid this organization. The efforts laid by Red Cross are verily outstanding and commendable. Ethical Dilemma at Red Cross Every organization faces tough and hard circumstances through which it has to pass victorious. Red Cross has faced several ethical dilemmas and it occurred due to numerous reasons. The biggest issue which Red Cross has been facing is the logistics problem. Logistics and Supply chain management is a big setback in the serving efforts of the organization. The proper management and allocation process still needs to be examined. There is no doubt about the services provided by Red Cross but most of them it is observed that there process is slowed down due to delay in supplies. The supply chain management department of Red Crescent has not been so active in the years and their service has not been up to the mark (Van Wassenhove, 2005). Delays in facilitating the affected masses have been due to shortage of supplies in which the negligence of supply chain department and