Strategic and Marketing Options for an Organization essay.

Produce an individual assignment. Informed by and consistent with the previous external analysis in Assignment 1 and the feedback given, the focus now will be on providing and evaluating strategic and marketing options for the identified organisation and making specific recommendations. You will consider its position, resources and capabilities.

Evaluate possible strategies and justify an appropriate approach
In brief, recommend a marketing plan

Assignment 2 will be in the form of an internal consultant’s report. The exact presentation style will be at your discretion but should be a professional, business like analytical report with an executive summary, conclusions and recommendations. It should also use Harvard referencing.

The assignment should be 3600 words in length, (+/- 10%) The word count does not include appendices, references, bibliography, or other supporting material which are additional and do not contribute to your grade. Include information or analysis contained in a professional business report or which are deemed as essential background for markers if you are writing about a less well-known business. Make sure the submission is a piece of critical analysis rather than the presentation of descriptive facts. It must be materially different from Assignment 1, focussed as is required on the internal strategic capabilities of the organisation.

Marketing Plan

Internal analysis is exploration of company’s competencies, cost position and making visibility of the company in the market. The internal analysis helps the company to measure the useful information that can be done by performing the swot analyses of the company. The information captured using internal analysis helps in developing the sustainable and strategic plans for better growth of the business. The level of strength and competencies are determined using internal analysis. The weakness is also figured, like where the organisation is lacking. Thus, new technology needs to be adopted so that improvement and objective cudl be met.

With the help of internal analysis marketing plan for the company was developed easily. Internal analyses help the firm to achieve the goal and objective by focusing on the sustainable growth and development (Pucciarelli and Kaplan, 2016). The last section of this report covers VRIO analyses with the motive of determining the capabilities and objective to gain advantage in the competition world. The internal analyses helped in gaining overall success of the firm. Apart from this the competitors the company in the market are identified and a value chain analyses is undertaken (Pucciarelli and Kaplan, 2016). The understanding of all these theories helped the managers to gain competitive advantage and make a good place in the targey market by capturing more audience.

It is a set of strategies that focuses on gaining market by promoting the services. It is an important subdivision of the whole organisational plan. The lists of actions plans are prepared so that promotion of services and products could be done effectively so that larder target audience could be captured (Murshid, et. al, 2016). The marketing plan for JLL has been discussed below.

Increasing the target customers helps in generating greater demands that helps in improving overall growth. The key part of marketing plan is analysing the market by researching about all the competitors. Then advertisement and promotions plans are finalised according to the budgets (Toivonen and Viitanen, 2015). The marketing plan is very important as it helps in capturing audience to achieve the desired outcome. For expanding the business company should also look upon the external factors. Thus marketing plan is developed after having a complete analysis of internal and external factors (Toivonen and Viitanen, 2015). It has been suggested to the business, that they should execute its operations on the basis of below discussed marketing plan:

Strengths and Weaknesses

Market Research- The first important step is research. In case of JLL, there are high requirements in the market about properties and estates. It is important for JLL to first research the market on the behalf of various activities. Market research helps in knowing about demand of the audience so that appropriate plans could be used. It helps in gathering information, facts and figures (Wood, et. al, 2018).The preferences of customers are figured out so that elements are deployed accordingly. If considering the case f JLL, they are offering various services to customers regarding real estates and properties. Thus it is important to first analyse the customers demand and then offering them the properties as per their demand (Rogers, 2017). Thus designing the strategies after knowing the needs will help organisation to enhance their efficiency and then providing them services as per the preferences.

To analyse and know the market, SWOT analysis and PESTEL analysis is done by the company. Here, are some of the strengths and weaknesses that has been analysed.

The company has consistent and stable suppliers (Fern fort university, 2017). That also helps in making loyal customers.
The firm has highly skilled and talented staff (Fern fort university, 2017).
The cash flow is easy and simple in the company.

High erosion rate in the workforce.
There is high and intense competition in the global market (Fern fort university, 2017).
Competitive market- After analysing the demand in the market it is important to find the market position of the company.This step helps the company to identify its current position and know about the competitor companies, who are beating them in the market. Thus to gain competitive advantage they design plans and policies to come up in the market (Masalskyte, et. al , 2014). Adopting effective measures help the company to compete the competitors and gain competitive advantage. It will help the company to make entirely different image in the market. If considering the case of JLL, the closest competitors are CBRE group. They bet JLL in every way, apart from that there are several other competitors of JLL like Colliers International, Cushman & Wakefield and Newmark Grubb Knight Frank (Masalskyte, et. al , 2014). From the past experiences it is suggested that to gain competitive advantage in the market or to make a good position in the market, the company should pay attention on the training and development sector. Some amount of funds is spent on training of the employees and also funds are used for hiring more talented and skills employees. The training session will be beneficial for the company as it will increase the overall efficiency of the company. The development of employee’s skills will help them to improve overall performance. To gain competitive benefits in the market company can work on advanced technology or using new tools and techniques (Pucciarelli and Kaplan, 2016). This helps the company to enhance their sell as more customers would be attracted towards their services. To offer hi-tech and lavish services advanced technology is used that help the organisation to offer flexibility to the clients (Masalskyte, et. al , 2014). Also offering training will be beneficial for the company as it helps in retaining the old employees and making new employees comfortable. Thus to sustain in the competitive market it is important that organisations work on unique services by offering different services to the competitors. This will help the organisation to make an effective image in the market and bet the competitors.
Marketing techniques-The next step after finding the competitors is to develop a marketing strategy. This covers advertisement techniques along with promotional strategies to gather more audience and customers (Mohamad, 2017). In case of JLL selling of properties and estates mostly requires advertisement and promotion so that goals and objectives could be attained. It is recommended that company should use promotional strategies like direct marketing, social media marketing, website advertisement, trade shows or email marketing (LaSalle, 2016). Theses marketing and promotion strategies are useful as they spread awareness and vacancy about the estate and properties. It is not only important to spread awareness but it is necessary to that all the goals and objectives are met by promoting products and services to wider audience.
Marketing objective- The objectives and goals are set by the management team of an organisation with the specific time limit. Thus it is important to set up the gaols and accomplish them in a definite time period. The marketing objective can be achieved using proper advertisement and promotion tactics. Effective marketing strategies are implemented in the organisation so that products and services are promoted among the audience (LaSalle, 2016). This helps in increasing sale and also contributes in overall performance of the company. Thus it can be clearly stated that marketing objective is all about reaching to target audience and making them aware with all the relevant information. It is also usedto generate the demand of the products and services introduced by the organization in the target market (Zaitseva, et. al, 2017).
SMART: Marketing goal- After setting up the goals and objectives that are needed by an organisation, it is important that it is evaluated by using SMART criteria. The objectives are evaluated on the basis SMART framework. It helps the organisation to achieve their goals easily and effectively (Khan, 2014). It helps in testing all the goals and objectives and then deciding that they are achievable or not, specific, measurable, time specific and realistic. After identifying the goals they are tested by using SMART framework.
Specific: This stated that the goals and objectives that are set for the organisation should be specific as well as précised. They should carry a clear meaning and it should not be confusing (Khan, 2014). The goals should be set in such a manner that organisational efficiency is improved and all the resources are used effectively. The goals should be set according to the demand and requirements.
Measurable- The term measurable is used to check that the goals have a meaning and could be analysed, measured and evaluated easily. Considering the case JLL, it is important for it to analyse the objectives and work on the benchmarks that are decided by top managers (Haines, 2016). The objectives and goals that are set are compared with the benchmarks to check that standards are met. It is helpful in deciding that new products and services should be introduced in the market or not.
Attainable- The goals and objectives that are set by the managers in an organisation is important to achieve in a defined time period. The goals that are decided should be attainable and no unrealistic objectives should be set as it decreases the productivity and efficiency of the firm (Fan, Lau and Zhao, 2015). The goals that are planned should be such that it supports the efficiency of the company. Apart from that strengths and weakness of the goals are analysed and attained.
Realistic- It is basically used to check the performance of an organisation. The overall performance, goals and objective are developed to increase the growth of an organisation (Fan, Lau and Zhao, 2015). Apart from this, it is also essential for the business to build an effective brand image in the target market so that the competitive advantage could be improved.
Time-specific- It is not only important to meet up the gaols ad objectives that are set by the managers. Additionally, it is necessary to meet the goals and objectives in a pre-defined time limit. Attaining the objective after defined time period would be useless (Wolf and Floyd, 2017). Thus meeting the goals and objectives on time improves the brand image of the company and also helps in capturing larger target audience.

All the goals and objectives are listed for improving the performance of a firm. It is necessary to introduce their services and products in the market. This helps in capturing audience by using effective marketing strategies. In case of JLL, it is recommended that they should make use of traditional as well as non-traditional forms of marketing medium so that objectives are attained (Dibrell, Craig and Neubaum, 2014). The general goal is to capture the audience and introduce them about companies’ products and services. Along with this, business is also looking forward to gain leading situation in the real estate industry, thus, it is essential to provide unique, characteristic and effective marketing approaches through which separate image could be developed in comparison to the competitors.

The traditional media mix covers newspaper, magazines, pamphlets, radio, television, social media, etc. Every media has its own importance and are used to capture audience from different sector or different age. To capture different customers segment it is necessary to take active participation in promotional campaign. To capture larger number of audience traditional media mix are used. Newspaper, magazines and board pamphlets are mostly used to capture people between age group of 45-70 as they are not much active on social media gadgets. Thus promotion of services for capturing the old age group newspapers is the best medium (Dibrell, Craig and Neubaum, 2014). Apart from daily newspaper, radio, televisions are also the source for gaining attention of the people. They convince the target customers towards the organisational policies and services by selecting a best marketing medium mix for promotion (Hunt, 2014).

Traditional Media Mix

These medium help the organisation to gain and capture the audience effectively and easily. These mediums are used to promote the organisational services so that customers get attracted towards it and make the best use of it (Bryson, 2018). These medium highlights all the strength and positive points, so that more number of audience are attracted towards it. Traditional mediums will help the organization to highlight the exclusive features and benefits which will be provided in addition to the properties (Yeung and Coe, 2015). Apart from promotion and marketing, organisation also focuses on various renders services such as investment in banking, management of all the available properties, hotel advisory, sustainable services, energy and many others.

Customers mind can easily be enhanced with the support of marketing tactics that helps in achieving desired goals and objectives. The reason behind the success of JLL is that, it is engaged in rendering investment, consulting as well as managing the demand for the services in the US market (Hartzell, Sun and Titman, 2014). This helps the organization to easily develop a consistent image amongst the target audience along with the accomplishment of its set goals. The 7ps of marketing that could be used by the modern company is:

Product- The product should be developed in such a way that customers in the market actually buy it. The success of a business lies in finding the demand in the market and then producing it.

Price- The price needs to be compatible so that customers can buy it. The product is only worth it when price is fine enough. Price helps the company to stand out in the competitive world.

Place- The place must be appropriate and convenient for the product and customers. The place must be available at the right time and place.

Promotion- it is away in which communicates with the customers about their products and services. It includes activities like branding, sales manager and special offers.

People- The reputation of the company is in the hand of people. Thus people should always keep a positive attitude towards work.

Process- It is used for giving a service or finding ways to keep customers happy. Processes should be flexible that provides feasibility to customers.

Proof- all the risky factors need to be reduced by checking all the factors before selling the services to customers.

These are known as digital marketing strategy and are one of the trending forms of marketing technique. Social media, promotion through third part website, search engine optimization, email marketing, sponsorship, etc. These are effective ways for promoting the services and products. The scope and capacity to capture wider audience is more while using non- traditional media mix (Hartzell, Sun and Titman, 2014). Apart from this both the media mix are important as they both have their own importance and are used to achieve the desired goals and objectives.

Platforms	No. Of Audience covered	Occurrence/Continuity	Budget
Newspaper	15.5 Million People	Twice in a month (Monday & Saturday)	$8600 Per day, 17200 in a month and AUD 103,200
Social Media Marketing (Facebook, Instagram, Snapchat, Twitter, YouTube)	Reach has to be 80%, 20 Million People	Daily 4 Posts	$300,000
Event Marketing(Sponsorship)	Reach has to be 50-60%	6 Events in 6 months	$200,000
Billboard & Hoardings	Reach has to be 50-60%	50 Hoarding around the city	On actual
Digital Advertising (Affiliate Marketing)	80% Reach	Every day, ads posted on different websites on the web	Commission basis, 1% of the sale value

7Ps of Marketing

Some of the pre-defined goals and objectives that need to be accomplished by JLL are listed. The ways these goals can be attained is by using marketing and promotional activities.

The marketing plan of JLL states that sale should increase by 20% in initial months itself.
The marketing plan also states that customer based strategies should also increase by 25%.
The marketing plan makes sure that all type of audience is covered. Some are covered through social media platforms while others are connected by newspaper or magazine s (Huang and Sarigöllü, 2014).
The target market is captured so that all the needs of customers are fulfilled and development leads to a reliable image in the market (Huang and Sarigöllü, 2014).
The customer satisfaction is improved by using such marketing plans.
It is used to bet the competitors by gaining advantage and making a brand image (Huang and Sarigöllü, 2014).

This is last stage of marketing plan is monitoring and controlling that helps the organisation to find out a good marketing strategies. All the steps of marketing plan are used to enhance the effectiveness of the organisation. Apart from this it is also important to figure out the challenges and issues faced by an organisation so that marketing plan could be implemented. Monitoring all the goals on timely basis helps in achieving the organisational objectives. After identifying all the goals and objectives plans are desired so that goals and objectives could be attained.

Once the strategies are designed it is not necessary that they will always result in a positive outcome. Thus evaluation techniques are used to find out that the strategies are effective or not. The purpose of evaluating is to find out which strategies need to be continued and the ineffective strategies need to be discontinued. The primary goal is to design a marketing plan so that goals are achieved. To maintain effective image of the company among the audience so that marketing of product increases. Thus, it is important to have a good brand image in the market (Fauzi, et. al, 2016). Thus, evaluation techniques are effective enough in order to determine the occasions for competitive acquisition so that appropriate aims could easily be accomplished.

For ever organisation it is important to design some internal strategies so that business gets expanded to wider audience. In case of JLL internal resources and capabilities are used to expand the business. With the help of internal growth strategies the core competitors are found so that their strength and weaknesses could be figured out (Helm and Gritsch, 2014). The current strategies and resources that are used by JLL are identified and future modification is done by using VRIO framework. Value chain analysis is beneficial for the company as it helps the company to expand all its operations (Fauzi, et. al, 2016). The company can also grow by introducing new and innovative product in the market and can also add up modification in the existing products to make it more productivity. The customer satisfaction also increases by using marketing plan.

The competitors plan an important role in the growth of the company. The core competencies are a set of effective skills and actions that are taken by the company to offer valuable service to customers. There are various attributes that help the company to stand out from other competitors by gaining new opportunities so that overall image of the organisation is increased. In terms of gaining competitive advantage four factors play a dominating role (Dayan, Heisig and Matos, 2017). For long term growth sustainable advancement plays an important role. In case of JLL, sustainable growth is achieved by enhancing customer based services and leading the real estate market. The four factors that are used are value, rarity, inimitability and organisational support. This is called as VRIO framework:

Value- It provides value to customers by meeting customers’ expectations and fulfilling all the demand.

Rarity- JLL has some of the products and services which have rare capability in the market that could help in competing with other brands in the market (Beckers, van and Dewulf, 2015). This helps in adding extra features as compared to other competitors.

Inimitability- There are some of the capabilities that are difficult to accomplish as they might be costly or difficult to imitate. Thus JLL also adopted new techniques and tool so that they can easily attain brad image in competitive market (Bahadir, Bharadwaj and Srivastava, 2015). Competitors play an important role in capturing the market thus JLL also adopted various techniques so that target customers can be gained.

For maintaining long term growth of the company the organisational support is must.
For making the products and services visible to the target audience all the factors that is value, rarity and inimitability of an organization is managed so that performance and growth could be enhanced (Renigier, et. al, 2014). .

Valued	Rare	Costly to imitate	Exploited by the organization	Competitive implication
No				Disadvantage
Yes	No			Competitive parity
Yes	Yes	No		Temporary competitive advantage
Yes	Yes	Yes	No	Unexploited competitive advantage
Yes	Yes	Yes	Yes	Sustained competitive advantage

It helps in finding out all the factors that are used to produce to products in the market. The key role is to improve the performance and build a positive brand image and also helps to gain competitive advantage in the market (Anthonisz and Perry, 2015). To gain the competitive advantage human resources, technology and support activities are used to attract more audience. Value chain analyses helps in meeting all the goals and reaching to wider audience.

JLL has many competitors in the market, one such is CBRE group. Thus it is important to bet the competitors this could be done by enhancing market share, revenues, sale and profit margins. Strategic capabilities are those plans that are used for business’ ability to be successfully and attain competitive advantage (LaSalle, 2014). This also helps the organization to survive in the target market for long period of time by increasing its value with the passing time.

Conclusion:

It can be concluded that for growth of the company all the external and internal strategies need to be used so that goals can be achieved. The strengths, weakness and core competitors of the company are identified which make it easy for the company to deal with all the external market conditions. The main aim behind this report was to improve the performance by gaining competitive advantage. Marketing plan along with promotion strategies are discussed so that overall performance could be enhanced.

It is recommended that, JLL should make marketing plan that is a comprehensive article or blueprint that explains how business show grow their marketing and grow their businesses in coming years. It is recommended that all the businesses activities and objectives should be completed in given time period. The main factors of marketing plan include research, capturing audience and making a competitive place in the market by analysing the budget. To make company stand uniquely in the market, SWOT and PESTEL analysis are undertaken. The marketing plan helps the firm to expand and flourish the business activities and operations globally.

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