Case Study - Marketing - Shrm - Finance

Contenido
Strategic Marketing Techniques 1
BCG Matrix 1
Ansoff Matrix 2
Porter Generic 4
Smart Objectives 4
Impact of the External Environment on the Marketing Strategy 5
PESTEL Framework 5
Political Factors 5
Economic Factors 5
Social Factors 5
Technological Factors 6
Environmental Factors 6
Legislative Factors 6
Strengths and Weaknesses of the Proposed MarketingStrategy 6
Strategic Human Resource Management at KCS 7
Planning and Budgeting 7
Organising and Staffing 8
Setting a Direction 8
Motivating People 8
Business Factors 8
Business Growth 8
Business Decline 8
Labour Cost Control 9
Impact of Technology 9
Employ Development 9
HR Requirements at KCS 9
Recruitment and Selection 9
Performance Management 9
Staff Development 9
JobDesign 10
Human Resource Plan 10
Critical Evaluation of HRP 10
The Importance of the Cost in the Pricing Strategy of KCS 12
Design of a Costing System for use within KCS 12
Full Costing or Absorption Costing 12
Marginal Costing 13
Activity Based Costing 14
Sources of Finance 15
Long-term Sources of Finance 15
Ordinary Shares 15
Preference Shares 16
Term Loans 16Short-term Sources of Finance 17
Bank Overdraft 18
Debt Factoring 18
Invoice Discounting 19
Task 6 Finance 19
Assignment Criteria 19
Briefing Notes 19
Bibliography 20
Bibliografía 20
Appendix 1 21

Strategic Marketing Techniques
To compete effectively managers at KCS must have strong knowledge of competitors being aware of what strategies and plans they have developed, anticipatingtheir reaction to KCS’s strategies and evaluating competitors’ threats by assessing their resources and their capability to create a serious threat to KCS.
KCS marketing strategy will be analysed using the following models: BCG matrix, Ansoff and Porter Generic’s strategies.
BCG Matrix
Even though BCG model has been developed to help managers to manage different parts of portfolios, this modelcan be useful for KCS in determining the attractiveness and potential for growth of the business and to make decisions towards its desired increased market share and market growth.
KCS is a question mark business in a growing market but having a low market share after its five years of operations as is depicted in the following exhibit.
BCG Matrix – KCS mapped as question mark, growing market /low market share

As KCS’s goal is to increase its market share it has to invest capital, that has to be precisely estimated and included in its master budget to ensure it will have the required resources to achieve its objective; and manage this capital to support the implementation of strategies to build its market share.
The strategies must be oriented to maintain customers’ loyalty, topersuade other businesses’ customers to switch and to expand its client base into other metropolis in U.K.
To maintain customers’ fidelity KCS’s managers must develop a customer management strategy including evaluation of customers’ satisfaction worksheet to be fulfilled by customers after each service rendered and telephone line for customers’ suggestions, claim and complains.
This customers’management strategy will allow KCS’s managers to gain a better understanding of their customers’ needs, expectations and feelings about the business; and will constitute the underpinning principles of its service management strategy and its marketing strategy.
The purpose of KCS’s service management strategy is to persuade other businesses’ customers to switch. This strategy might include the renderingof free service for trial to allow them to compare and switch to KCS due to its ‘added value for money service’.
To be able to achieve its goal of expansion into other metropolis in U.K. managers at KCS has to develop an effective marketing strategy based on the understanding gained in the implementation of their customer management strategy. To be effective KCS strategy must follow the last...