Marketing Audits Coursework Example | Topics and Well Written Essays - 3500 words

Marketing Audits - Coursework Example Changing perspectives in marketing planning for Parcelforce The age of globalisation and competition has spurred up the need to ensure more planning and effective strategies in order to counter the threats of competition prevailing in the markets. Business environment in the present date is characterised by cut throat competition among the market players that are engaged in attaching strategies like predatory pricing and ambush marketing to attack competitors. The industry due to high competition is characterised by low margins that has severely changed the business dynamics and has also ensured change in marketing planning tactics so as to ensure sustainability in the market (Global Express Parcels, 2011, p.1). Parcelforce Appraisal for capability for planning its future marketing activity Parcelforce is one of the largest courier and parcel delivery companies operating out of UK and has operations in numerous nations with a cutting edge technology and an effective service delivery mechanism. The company should use its technological advancements and the good brand image of the company owning to its long association with the industry to derive competitive advantage. The company should try to use its massive global presence and couple it with innovation in service delivery mechanism so as to generate competitive advantage.... The company should use its technological advancements and the good brand image of the company owning to its long association with the industry to derive competitive advantage. The company should try to use its massive global presence and couple it with innovation in service delivery mechanism so as to generate competitive advantage. All its marketing efforts must not only be solely directed towards attracting new customers but focus should be made on CRM approaches that can help in not only attracting new customers but also in retention of the existing customers. The efficient technological base of the company along with a team of qualified and talented employees can help generate greater value for the customers. Spending must also be induced in the research and development aspect so as to generate innovation as it is the only way in which the company can distinguish itself from its competitors in the market and generate competitive advantage. SWOT Analysis SWOT stands for Strengths, Weakness, Opportunities and Threats and is used to analyse the internal environment of an organization. The SWOT analysis for Parcelforce is stated below: Strengths The main area of strength for the company includes its long association with the industry as well as a formidable presence across UK. The company also has an effective brand image and has been associated with the royal mail service. Strengths also emerge in the areas of efficient use of technology and effective logistics management and also a good reputation for quality service delivery among the customers (Parcelforce, 2012). Weakness Certain areas of weakness for the company include a limited offering to the customers that is matched