Strategic Marketing Assignment Example | Topics and Well Written Essays - 2250 words - 3

Strategic Marketing - Assignment Example The theoretical underpinnings have been used to analyse the marketing strategies of Unilever. The company has successfully positioned its brands in such a manner that it is a household name in almost every household across the globe. The company also has portrayed a strong responsibility towards the betterment of the society and has taken its CSR activities to a new level. Unilever has also developed innovative strategies that would allow them to reach to every cross section of the population across all income levels. In the end recommendations have been provided that the company can adopt for its betterment. The marketing concepts have evolved over the past few decades. Previously when there were lesser options and the competition was monopoly or monopolistic the customers had little say over the pricing strategies or even the quality of products. However in the present world the market structure has changed from monopolistic to perfect competition whereby the customers have the power of making or breaking an organisation. The marketing strategies are thus formed keeping in mind the role of customer. The organisations aim to maximise customer satisfaction and design strategies to that effect. Apart from developing marketing strategies that would be customer friendly and also facilitate the increase of market share of the firm, multinational companies (MNC) have to undergo Corporate Social Responsibility (CSR) so that a favourable image of the firm can be maintained. Marketing orientation is considered a concept that takes into account customer orientation, competitor orientation, inter-functional coordination, organisational structure and long term creation of value for shareholders. The concept pledges to deliver superior performance of the company by way of satisfying customers needs. Therefore a company philosophy that focuses on identifying and meeting the