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Valentines Cake House Marketing Plan Part B

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Marketing Environment and Strategies

The Valentine cake House has in the past and recently applied different marketing strategies with main intention being to strengthen product positioning in the market. To make the marketing strategies effective, the company has also tried to upgrade its marketing environment so that the marketing strategies used get the target market as anticipated. The more reason is that clients are different in the market and they are different in preference when to marketing strategies. At Valentines Cake House, marketing environment is comprised on both internal and external forces. Some internal forces are forces that the company can control since they are found within the company for instance; men, money, machinery, materials, and markets. External environment is further divided into two the micro and macro marketing environment.

The micro environment is comprised of parties like suppliers, partners, customers, competitors, the public, and market intermediaries. On the other hand, the macro external environment of the business marketing environment is comprised of parties like; political and legal environment, technological environment, physical environment, economic and demographic environments. All these markets are taken into consideration before marketing strategies that the company would use are determined (Yam, 2016). The Valentine Cake House makes use of different marketing strategies since the target market that the business target is also diverse. However, the main marketing strategies that the business uses include; personal selling, advertising, sales promotion, direct marketing, and publicity.

a. Consumer behavior

From the multiple research cases that the business has conducted on customer behavior, it is evident that consumers in the baking industry have specific preferences that different from one customer to the other. The research has proven that it is rarely likely for clients to change their behavior and attitude especially when involved in the decision making process that determines the final product that the business will prepare for the client. Again, clients having the knowledge that the business prepares high quality products, client’s behavior and attitude seem to remain constant. Additionally, business data and information proves that with different types of cakes on display and on the menu list that clients can choose from, the business has been able to maintain client’s behavior under control. The more reason is that with creativity, the business ensures that every client’s needs are listened to and a good product is prepared that makes the clients happy and contented with the services

b. Marketing research tools

Getting to understand the market is important when it comes to the marketing process. The information helps in easily locating the clients and applies a marketing technique that aligns with the target market needs and expectations. There is a number of marketing research tools involved in the Valentine Cake House business marketing process. The Google keyword tool is highly used because a majority of information about clients’ needs in different geographical locations is available online (Ponto, 2015). Quest back is also an effective marketing research tool that is used as it easily gives back feedback within a short time. Key survey tool is also constantly used where people in different locations are taken through a questioning session either one-on-one or through answering to questionnaire forms. The information obtained from the clients is used in the marketing process. Market data websites and marketing professional analytics are also used.

c. Marketing science of customer behavior and products in the marketing exchange process.

One of the most important lessons that the business has learned is about the marketing science that has to be applied in the marketing exchange process. The more reason is that for the business to remain successful and achieve set organizational goals and objectives, it must maintain a high marketing exchange rate. This is the rate at which company products are given to clients and the clients gives the company money in return. By so doing, sales are realized. The science that must be present is that the product that the business is preparing must align with the behavior of the consumer (Al-Shatanawi, Osman, & Ab Halim, 2014). At Valentine Cake House, for the purpose of maintaining a high marketing exchange rate, the science is applied by engaging the clients before the products are prepared. This means that they are designed and prepared using clients recommended ingredients which make the end results to align with customer behavior.

Marketing strategies used to create/communicate customer value

The Valentine Cake House in its years of operation has learned that it is through effective marketing that communication with the target market is done. Marketing is hence granted a priority by the business as this is the only way the desired brand image can be created and maintained in the public domain. Some of the marketing strategies that the business uses to communicate customer value are product differentiation. The company uses differentiation strategy to communicate that the company treats the clients far much better and different from competitors because the company values the client (Hassan, 2012). The second marketing strategy is by offering clients high quality products. High-quality products communicate high customer value. The third way is by setting affordable prices for the products so that many clients can afford quality products. This marketing strategy communicates that the company values all clients and is focused at retaining them as clients.

i. Marketing framework through a situation analysis

Different marketing occasions makes use for a marketing framework. Though the structure of the framework is the same in all marketing activities of the business, the concepts are different. For example, in a situation where the business was marketing black forest cakes, the company has a specific framework that it used for this case. The framework was comprised of elements like objectives to be achieved, information about the product, and information about the target market. The framework also identified the size of the market, their expectations, and competition. It is after all this information had been gathered that the framework identified the suitable marketing channels and strategies to be used and how the product would be launched.

Effective marketing plan

a. Develop recommendations based on market analysis and strategy

From the research conducted and lessons learned from the Valentine Cake House case, it is evident marketing is important as it helps create the right brand awareness. However, caution must be applied because any wrong move or decision in the marketing process has great potential to compromise brand image in the eyes of product lovers and users. It is hence highly recommendable that different market research tools must be used during the marketing process. The tools help the marketing process to remain informed about the market situation thereby advising the marketing team on things to do and those to avoid. Market analysis should be extensively done using different strategies and results compared to determine the valid of findings made. It is only after the marketing team is sure that a move should be taken.

Secondly, it is important to always bear in mind that clients differ in taste and preference when it comes to marketing. It is for this reason that different marketing strategies should be used. By so doing, there would be a specific marketing strategy for every consumer in the market. This is a recommendable move because it makes it possible for the business to balance when it comes to targeting all clients in the market. It is a way that the business can use to demonstrate to clients that they are valued by the company. On marketing, it is recommendable to promote and upheld ethics at all times and make sure that the message is clear and precise. Instances where businesses have made use of complicated marketing message have resulted in many people ignoring the advert or message being passed across and in other instances creating a negative publicity. Retaining simplicity and elegance at the same time is the most effective way of marketing.

b. Strategies to assess performance and achieve marketing goals

Achieving organizational goals and objectives is the overall aim of any business. However, marketing also has its set goals and it is the achievement of marketing goals that contributes to the achievement of organizational goals and objectives. In the entire marketing process, it is important to assess performance of all members to make sure that they are giving their best contributions towards marketing goals achievement (Fastré, Van der Klink, & Van Merriënboer, 2010). One of the best strategies that can be used is to set individual marketing goals and set a timeline within which the goals should be achieved. To assess performance, every employee to write a daily report of the specific tasks done and accomplishments made on individual. In the case of team work, each member to state the specific roles that he/she played and how it contributed to the team’s daily operations.

According to Fastré, Van der Klink, & Van, (2010); employees can be used to evaluate each other. This is where other employees in the same team can be asked about the performance of one of the team members. This is an effective strategy because employees strive to work hard in order to achieve good ratings and performance comments from other employees. the supervisor can also offer every employees daily performance report to determine how every member of the team is performing. Marketing goals can be assessed by checking the number of people calling to ask about the products after hearing from the marketing strategies employed. Also, the number of clients making purchase and visiting different company sites can also be used as an assessment strategy.

c. Dynamic strategies for competing

Competing is important as it is what keeps employees on their toes and avoid getting into their comfort zone. To promote competition among employees, the company can adapt a reward system where every employee who performs better or comes up with a unique marketing idea is rewarded. This is a strategy that has been proven to work effectively because it brings extra cash in the employees’ pocket. For the organization, research and development is an effective competing strategy. The strategy keeps the company informed of competitors’ strategies and hence the company is able of other techniques to apply to go ahead of competitors. Constant researchers keep an organization ready for competition.

References

Al-Shatanawi, H. A., Osman, A., & Ab Halim, M. S. (2014). The Importance of Market Research in Implementing Marketing Programs. International Journal of Academic Research in Economics and Management Sciences, 3(2), 150.

Fastré, G. M. J., Van der Klink, M. R., & Van Merriënboer, J. J. (2010). The effects of performance-based assessment criteria on student performance and self-assessment skills. Advances in Health Sciences Education, 15(4), 517-532.

Hassan, A. (2012). The value proposition concept in marketing: How customers perceive the value delivered by firms-A study of customer perspectives on supermarkets in Southampton in the United Kingdom. International journal of marketing studies, 4(3), 68.

Ponto, J. (2015). Understanding and evaluating survey research. Journal of the advanced practitioner in oncology, 6(2), 168.

Yam, Y. (2016). The influence of macro and micro-environmental factors on the consumption of wheat products and marketing strategies.