Marketing a Company Amongst Multiple Competitors - Phdassistance.com
                     MARKETING A COMPANY  
AMONGST MULTIPLE  
COMPETITORS
An Academic presentation by
Dr. Nancy Agens, Head, Technical Operations, 
Phdassistance  Group www.phdassistance.com
Email: [email protected]
TODAY'S 
DISCUSSION
In Brief
Outlin Introduction
e Integrated Marketing Communications 
(IMC)  Reasons for the Growing Importance 
of IMC  The Role of IMC in Branding
Internet Marketing
Review of the Marketing 
Plan  Conclusion
In 
Brief
A firm should possess a clear business strategy that is supported by  
strategies of other firms, in order to accomplish in today’s competitive business 
 environment. According to previous studies, strategic alignment enhances  
the performance of the firm, whereas strategic alignment including many  
factors or a firm’s strategic orientation has received very little attention. For  
many years, marketing management professionals have stressed the  
importance of aligning strategies of organizations to improve the overall  
business strategy and such strategic alignment will lead to a more intensive.
Introductio
n
The way the organizations act in business markets has been changed by digital  
technologies in terms of what they market and how they market and they also pose new 
 requirements to the capabilities of a firm.
Many aspects of business marketing have been affected by the recent trends in 
digitization
and digitalization.
Although the use of data in business-to-business marketing is not a new trend,
digitalization and digitization have attracted a great deal of attention in business 
models.
The main aim of this paper is to create an overview and consolidate this stream of 
Research.
Integrated Marketing Communications 
(IMC)
Many companies have adopted a broader perspective of IMC.
These companies foresee it as a way to organize and handle their marketing  
communications strategies to ensure that they give reliable info about the company to 
 their customers.
For these companies, the IMC approach is an improvement over the traditional method 
 of various marketing and communications strategies.
The IMC approach helps companies to communicate and build relationships with their 
 customers and other stakeholders such as employees, investors, and suppliers by  
identifying the most suitable and effective methods.
Reasons for the Growing Importance 
of IMC
Both the large and small companies have adopted the most popular IMC approach for 
 marketing communications planning and strategy that has become popular among  
firms marketing.
There is a variety of reasons for marketers to adopt the IMC approach.
A basic reason is that they understand the significance of integrating the various 
 communications programs strategically rather than operating autonomously.
By coordinating the efforts of their marketing communications, replication can be 
 avoided by the companies.
Contd..
Figure 1:
The Role of IMC in 
Branding
The main challenge faced by the marketers is to know how to use the IMC tools to attract 
 the customers and deliver information about the company effectively and efficiently.
The IMC program becomes successful when marketers identify the right combination of 
 communication tools and techniques, characterize their role and the extent to which  
they can be used.
The promotional mix contains six basic elements: advertising, direct marketing, sales 
 promotion, internet marketing, public relations, and personal selling.
Direct marketing and internet marketing are viewed as major promotional-mix elements 
 that recent marketers use to communicate with their customers.
Contd..
Figure 2: The Promotional Mix
Internet 
Marketing
The way the companies design and implement their business and marketin
g  strategies are entirely changed by internet marketing. .
Perhaps the most common idea on the internet is that the internet marketing is just 
 a marketing platform, as many marketers advertise their brand on other  
organization’s websites.
Although internet marketing is used as an advertising medium, it can also be viewed 
 as a promotional tool.
Review of the Marketing 
Plan
Reviewing the marketing plan and objectives is the initial step in the IMC
planning process.
Marketers must first understand the current position of the company, the level that  
the company has to be reached among the audience, and the plan that has to be  
implemented to achieve the goal.
Marketers must form this information in the marketing plan which is a written 
 document that well describes the overall marketing strategy.
A promotional plan is a key part of the marketing strategy for most 
organizations.
Conclusio
n
The challenge for companies might be to identify the marketing strategies that 
 would influence the commitment of a customer to a relationship.
Intense competition in international markets typically triggers efficiency intentions 
 may inspire managers that actively seek differentiation in their offerings to resist 
the  efficiency trend when the competition among firms intensifies.
Instead, the firms can carefully evaluate the feasibility of new competitors and  
competitive contributions with regard to their own, and remain persistent in their 
 efforts to find out innovative ideas.
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