Metro Knitting & Dyeing Mills Ltd.

MARKETING MANAGEMENT

Module code: SBLC7009

Executive Summary

Metro Knitting & Dyeing Mills Ltd. is a prominent Bangladeshi knitwear company, which exports knitting products to Europe, USA, Canada, Russia and many other countries. The performance of its marketing functions is directly impacted by its internal organisational environment and external environment. SWOT analysis can be conducted and through this the internal environmental issues like strengths and weakness of the company can be examined and showed how these factors impact on the performance of marketing functions of the company.

On the other hand, value chain is a systematic review which can be deployed to existing products for comparing the effectiveness of the product or service which is required by consumers to meet their necessities at lower cost with the predetermined performances. This tool can be applied to understand the influences of internal environment on the effectiveness of marketing functions of the company. PESTLE analysis is the tool which can be done for analysing and understanding the external environment of the company. Market research estimates the potential growth of a new good which can be undertaken for the customers which lets a company to find the target markets and many more inputs.

SPACE Matrix is concerned with the framework that identifies if a company’s performances are aggressive, defensive, conservative or competitive It’s one of the best strategic marketing tool that is used to analyse what strategy a company should take in the given market situation. The marketing mix is an important marketing tool which helps a company to know how the product or service can be offered. The traditional and widely used marketing mix is the 4P’s Marketing Mix. The 4P’s stands for Product, Price, Place and Promotion. Metro knitting and Dyeing Mills Ltd company uses the 4P’s Marketing Mix strategy for conducting action plans for the upcoming 3 years.

Contents

Title                                                                                        Page No.

Introduction        1

Question 1. A Critical Examination of Your Chosen Organisation’s Internal Organisational Environment and Its External Market Environment, Which Have a Direct Impact on the Performance of the Marketing Function        2

Question 2. Undertake a Market Positioning analysis for your chosen organisation, explaining the Market research that was necessary in this undertaking        8

Question 3. Critically evaluate the potential application of the SPACE Matrix in order to determine the organisation`s future Marketing strategies for your chosen organisation.        11

Question 4. A critical discussion of your chosen organisation`s Marketing Mix action plans over the next 3-year planning period.        14

Question No. 5 Outline the key areas of study and research you have undertaken in a Gantt chart and then specify the literature and other evidence sources you have used to complete the requirements of this assignment        16

Conclusion        18

References        19

Introduction

In the 21st century the world has experienced enormous beauty of the practice of marketing, and the shift of the power from producer to the customer’s hand (Kotler and Keller, 2014). In this assignment, how the marketing process works and how it can affect the organization and customers is replicated. Through different theory, model and process here, as a managing manager I have tried to fulfil the different requirement sought by the marketing manager. To complete the assignment, here both the primary and secondary data has been used. Primary data has been collected from observation of the organization used here. And the secondary data has been used from journal, articles and books referred. To complete the marketing management analysis, the organization I have chosen here is Metro Knitting & Dyeing Mills Ltd situated in Gazipur, Bangladesh.

Question 1.

Internal Organisational Environment

The impact of internal environment on the performance of marketing functions of the company can be examined through the SWOT and Value Chain Analysis tools (West, Ford and Ibrahim, 2015).

A) SWOT Analysis

SWOT stands for strengths, weaknesses, opportunities and threats (Kotler and Keller, 2014).

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Figure: SWOT Analysis (Kotler and Keller, 2014)

Strengths: The company’s internal strengths push its marketing strategies and functions to be more successful in satisfying customer demands not only in its home country but also worldwide (Doyle and McEachern, 2001). Its remarkable use of imported technologies in knitwear productions makes the company stronger to position in the world markets.

Weaknesses: The weaknesses of a company can hinder improvement in business in the long (Robbins, 2007). Inexperienced and unskilful technicians sometimes fail to operate the imported machines and instruments that hinders the production process. Consequently, late delivery causes customer dissatisfactions.

B) Value Chain Analysis

Value chain analysis is a strategic tool which is used to analyse a company’s internal operational activities. (Dekker, 2014).

Michael Porter’s value chain analysis in relation to Metro Knitting & Dyeing Mills Ltd is given below –

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Figure: Michael Porter’s value chain analysis (Dekker, 2014)

Primary Activities: The primary activities include inbound and outbound logistics, operations, marketing and sales and services (Baines, Fill and Page, 2014). The company’s raw materials are stored in the warehouse and later transferred to the production plant. Before outbound logistics, machining, assembling and testing of products are done (Kotler and Keller, 2014). The marketing department is responsible for advertising, promoting and pricing of the products in both home and abroad.