Marketing Management Corporate Finance

Questions: 1. Identify the concept of corporate objectives and evaluate an organisation with information available in the public domain.2. Discuss marketing orientation concepts (i.e. the marketing concept, the selling concept or production concept). Explain with examples which concept(s) your organisation follows.3. What is your organisation's core marketing strategy? Discuss the strengths and weaknesses of the current marketing strategy and explain how this strategy will help your organisation reach its corporate objectives. Answers: 1. The concept of corporate objective relates to a business in entirety. Corporate objective is given the topmost priority and focuses on the performance and results of the performance of a business. Corporate objectives generally comprise eight key areas such as customer satisfaction, market share, use of technology, products, supplies, development and promotion, ethical and social behavior, and the structure of management. To summarize, corporate objectives is defined by the aims and goals that a company sets up. A company strives to achieve those goals and gain maximum profit. It includes accomplishing the set activities, goals and targets within a specified period of time (Mauboussin Rappaport, 2015). Eagle Pizza Boys has been delivering pizzas in Australia since 1987. The corporate aim of Eagle Pizza Boys is to become one of the leading franchisers of Australia. This is an objective which the company has already achieved. The company has attained its goal of providing sustainable, healthy, tasty, and quality products to its customers (eagleboys.com). Moreover, the aim of the company is to expand itself globally. The very fact that the company had opened as a single pizza store and has grown to become of the best pizza makers in Australia shows that the company has achieved its goal of expansion. The company has always focused on delivering great size, value, and taste of its pizzas. Also, the company strives to provide a better customer service and satisfaction. 2. The concept of marketing orientation involves monitoring the actions of the competitors and to analyze the effect on the preference of the consumers. Marketing orientation focuses on delivering products based on the choice, needs, requirements, and desires of the customers. Eagle Boys Pizza has launched its marketing campaign. Since the people of Australia are quite health conscious, the company has launched a variety of pizzas of different flavors and that are low in fat content. The company has recently launched 31 new menu items and has campaigned through television, advertisement, radio, and point of sale material. The company has adopted the strategy of entry price at effective price. For a start up business in a different location or away from the country, the company ensures that the start- up price of the products is less. Next, to improve its customer service, the company has incorporated training programs. This includes marketing, staff training, in- hose administrative, and management programs. The aim is to provide better customer services (Mullins et al., 2012). 3. The present objective of the company is to expand itself to local areas in Australia and also abroad. For this, the company has adopted the marketing strategy of flexible store options. The company now provides the option of choosing stores to the customers. Consumers can now choose and pick up stores according to the size, outfit and layout. The company has drive thru, dine in, and small kiosks as its store options. People can now choose from this range of stores. The price of the products may vary depending upon the kind of store. This strategy is aimed for customers who prefer to dine out at better places. The aim is to provide services to the local customers (Kotler et al., 2015). Strengths- This strategy adopted by the company would be helpful to the company if it is able to appeal to the target audience. People looking for Eagle pizzas would now be able to enjoy pizzas in their local community. Moreover, setting up stores in local communities would reduce the cost of delivering pizzas door to door. Weaknesses- The Company may open stores in local areas and people may go to stores according to their choice. But most of the customers prefer quality and price value over the place. Many people may not think it plausible to buy pizzas at high prices just because of a high quality store (eagleboys.com). References Mauboussin, M. J., Rappaport, A. (2015). Transparent Corporate ObjectivesA Win?Win for Investors and the Companies They Invest In.Journal of Applied Corporate Finance,27(2), 28-33. Mullins, J., Walker, O. C., Boyd Jr, H. W. (2012).Marketing management: A strategic decision-making approach. McGraw-Hill Higher Education. Kotler, P., Keller, K. L., Manceau, D., Hmonnet-Goujot, A. (2015).Marketing management(Vol. 14). Englewood Cliffs, NJ: Prentice Hall.