商务英语论文:营销实施行动计划和营销计划

商务英语论文:营销实施行动计划和营销计划

该仓库,新西兰成立于1982年。它是新西兰最大的零售商之一。本分析的目的是对当前市场进行内部和外部组织的分析,竞争对手的分析,并探讨细分概况。目前该公司是新西兰市场的领导者之一,前期的研究表明,该公司具有市场扩张的潜力。在此分析中将有具体的营销实施行动计划和营销计划。下面将对此进行详细分析。

营销执行计划

已制定的营销实施计划是为了确保从研究和营销分析中获得的见解能够转化为实际行动。这些战略是根据从以前的分析中得到的深刻见解拟订的。

之前已经说过,公司的目标是增加12%的销售额,降低5%的客户获取成本,提高产品的品牌形象和具有竞争力的产品定价。为此,建议公司开展营销活动。

大众营销活动

仓储集团的创建主要是为了迎合大众。有几种与市场沟通的方式。主要是设计一个策略,以确保人们能够与品牌沟通(Cravens, & Piercy, 2006)。在新西兰,公司需要与人们建立联系,并确保他们与市场的影响者建立联系。这将使该公司能够接触到更大的目标群体。在新西兰国内推广的内容是它是一个本土的新西兰品牌。客户的连接应该基于这种思想。在向其他国家推广产品的同时,内容也是告诉人们去体验新西兰的体验。为此,公司应该利用电视媒体,不断与人们沟通。应该有一个全面的推广,旨在通过电视和数字媒体应用推广产品。

在线网络促销

要将销售额提高12%,重点放在社交媒体和数字媒体上是很重要的。他们应该与这些影响联系起来,从而对系统造成任何真正的改变(Cravens, & Piercy, 2006)。应该有更多的品牌大使,他们应该影响目标群体,增加销售。网上应该有更多的促销活动,应该把更多的注意力放在在线媒体门户网站上。

The Warehouse, New Zealand was established in 1982. It is one of the biggest retailers in New Zealand. Purpose of this analysis is to conduct current market analysis of the internal and external organization, competitor analysis and discuss the segmentation profile. Currently the company is one of the market leaders in New Zealand, previous studies have indicated that is market potential for expansion of the company. In this analysis there will be a specific marketing implementation action plan and marketing plan. This will be analyzed in detail in the following.
Marketing Implementation plan
The marketing implementation plan that has been devised is to ensure that the insights gained from the research and marketing analysis can be transformed into tangible actions. The strategies are being formulated based on the insights that have been derived from the previous analysis.
It has been previously stated that the objectives of the company is to increase sales by 12%, decrease customer acquisition cost by 5%, increase the brand image of the product and pricing the products competitively. For this the marketing activities of the company has been suggested.
Mass Marketing activities
Warehouse group is predominately created to cater to the masses. There are several ways to communicate with the markets. Primarily it is to devise a strategy to ensure that the people are able to communicate with the brand (Cravens, & Piercy, 2006). Within New Zealand the company needs to be connect with the people and ensure that they devise they connect with the influencers of the markets. This would enable the company to reach out to a larger target base. Content of the promotion within New Zealand is that it is an indigenous New Zealand brand. Customer should be connected based on this ideology. The content while promoting the product to other countries is to tell the people to gain a taste of New Zealand experience. For this the company should use the Television medium and constantly communicate with the people. There should be a holistic promotion that is aimed to promote the product through television and digital media apps.
Online Web promotions
For increasing the sales by 12%, it is important to focus on the social media and digital media. They should connect with the influences to cause any real change to the system (Cravens, & Piercy, 2006). There should be more brand ambassadors and they should influence the target groups to increase sales. There should be more promotions online and increased focus should be given to the online Media portals.

商务英语论文:营销实施行动计划和营销计划

关系营销策略

为了增加存在和销售,应该对员工进行更多的培训,并且应该容易找到产品。还有企业社会责任(CSR)和与当地社区的联系。企业应组织CSR活动,提高品牌知名度。

为提升品牌形象而进行的市场营销

要改变品牌形象,就要努力使品牌立足于新西兰本土价值观。它应该反映社区的价值,以便在当前环境中发挥作用。

应该更加强调这样一个事实,即产品的销售价格是尽可能低的。需要提到的关键词是bargain和deal,并使其成为品牌的同义词(Westwood, 2013)

职责/岗位职责

在考虑责任和责任时,需要考虑的重要问题是大众营销活动。为此,商店经理应该与经销商联系,以尽可能低的价格购买产品。还建议公司制定垂直整合政策,维护不同产品的仓库(Hollensen, 2015)。这将增加品牌形象。公司的人力资源经理还应该为员工提供不同的技术培训,以提高他们的营销技能。他们应该对产品和不同的交易有全面的知识(Westwood, 2013)。

对于网络推广来说,维护社会分析和市场分析工具来了解市场的影响者是非常必要的。

团队的营销部门、人力资源部门和供应链运营部门应该以团队的形式工作,以达到目标(Hollensen, 2015)。

Relationship Marketing Strategy
To increase the presence and sales more training should be given to the staff and there should be an ease of finding the products. There should also be CSR (Corporate Social Responsibilities) and connectedness with the local communities. The company should organize CSR activities to bring more awareness to the brand.
Marketing for increase in brand image
To make changes to the brand image, there should be efforts made so that the brand is based on the indigenous New Zealand values. It should reflect the values of the communities to leverage presence in the current environment.
More emphasis should be given to the fact that the product sells at the lowest price that is possible. The key words of bargains and deal should be mentioned and made synonymous with the brand (Westwood, 2013)

Responsibilities/accountabilities
Important issue that needs to be factored in while considering the responsibilities and accountabilities is that for the mass marketing activities. For this the store managers should connect with the distributors and procure the product at the lower price possible. It is also advised that the company develops vertical integration policy and maintain warehouse of the different products (Hollensen, 2015). This would increase the brand persona. HR managers of the companies should also provide the people with different technical trainings to develop their marketing skills. They should have holistic knowledge of the product and about the different deals (Westwood, 2013).
For the Web promotions it is imperative to maintain the social analytics and marketing analytics tools to understand about the influencers of the markets.
The marketing department, Human resources and the supply chain operational department of the teams should work in cohorts to achieve the results (Hollensen, 2015).

相关的论文代写的话题