STRATEGIC MARKETING MANAGEMENT Essay Example | Topics and Well Written Essays - 5000 words

STRATEGIC MARKETING MANAGEMENT - Essay Example ........................................................................................... 3.0 Marketing plan......................................................................................................... 3.1 Marketing objectives.................................................................................... 3.2 Situational analysis....................................................................................... 4.0 The marketing strategy............................................................................................. 4.1 Psychographic research necessity................................................................. 4.2 Personalised service production – direct marketing...................................... 4.3 Enhanced promotional development............................................................. 4.4 Strategic alliances and partnerships............................................................... 4.5 Control systems.................. ............................................................................ 5.0 Recommendations..................................................................................................... 6.0 Conclusion.................................................................................................................. ... So much of what drive marketing strategy is driven by consumer attitudes and values associated with their own lifestyles and the museum brand, requiring the National Air and Space Museum to invest more in consumer research to gain valuable market information to develop integrated communications strategies that are relevant and attention-grabbing to consumers. This plan recommends a redesign and construction of a new and more modernised servicescape, the development of strategic alliances and sponsorships, procurement of new interactive technologies, a well-developed promotional campaign, and a new staffing model to improve customer interactivity and create an authentic customer experience. This plan will build a better brand reputation for the museum and change perceptions in disparate consumer markets about the nature of the 21st Century Smithsonian museum. The Smithsonian – National Air and Space Museum 1.0 Introduction Museum marketing is a dynamic and complicated task as m ost museums cater to mass market consumers with very disparate socio-economic backgrounds, educational level, resource availability, and lifestyles. Hence, it becomes difficult to create targeted advertising and other relevant promotional materials that will create interest and excitement for consumer segments. In the United States, the National Air and Space Museum, a part of the Smithsonian Institute, offers a variety of historical exhibits related to air and space travel which are relevant and stimulating for a variety wide variety of consumers. The National Air and Space Museum collects, displays and interprets objects related to the history of air and

Business and Management Essay Example | Topics and Well Written Essays - 1250 words

Business and Management - Essay Example It sells more than 2.5 million products to more than 190 countries around the world, which gives an indication towards the company's rapid global expansion (Nissan Motor Co Ltd, accessed 07.01.2006). According to the company's annual report for the year ended 2005, Nissan is basically a Japanese-based company and other than its home country, it has a major market for its products in the United States, United Kingdom, Spain, Thailand, China, Egypt, Brazil and other 150 countries around the world where Nissan automotives and their components are sold. Nissan is a publicly traded company and listed on major stock exchanges of the world. According to the company's annual report for the year ended 2005, the company keeps a double management team comprising the Board of Directors and a Statutory Audit Committee based on their duties and responsibilities under the Commercial Code of Japan. The company's major stakeholders are its customers, employees, shareholders and suppliers etc. Currently, the company has nine members of the board of directors, of which only one is external. The company's Statutory Audit Committee comprises four auditors out of which three are external statutory auditors. The company's management structure is designed in a way that the Board of Directors is responsible for taking the entire management decisions whereas the Statutory Audit Committee is responsible for reviewing the Directors' performance.NISSAN- GLOBAL STRATEGY As mentioned above, Nissan is an international company having its business operations in more than 190 countries around the world. But its major markets include the home market Japan, the North America, Europe, China, Asia, Middle East, Africa, Latin America and the Caribbean. The company maintains its global sales strategy and plans to enhance its sales in all the major areas of its operation. According to the company's Annual report, the company's strategy in Japan is to expand its sales by the enhancement of its marketing strategy and the establishment of an efficient dealership network. But despite all that, the company's sales in its home market are declining. The automotive industry in Europe is highly diverse having a great number of manufacturers engaged in car design, production and sales. To maintain its profitability in the European market, the company's strategy is to design and provide the unique and stylish products that could earn more profits for the company. The company's wide range of products is very popular in North America and China. The strategy behind the success in these areas is to provide its products at a price that is acceptable to its customer group. In the Asian market, the company has planned a strategy to penetrate into new growing markets. In the Middle East, Africa, Latin America and the Caribbean countries, the company is making its profit by adapting a strategy to remain flexible with the market conditions in terms of production. ANALYSIS OF CURRENT PROBLEMS AND ISSUES After the in-depth analysis of Nissan Motor Co. Ltd., it can be seen that the company has to confront with major issues that could affect its sales and profitability for the years to come. Some of the major issues are analyzed and discussed below: Increasing Cost of Sales Although the company has been successful in generating sales for its business for the current year, but still the