Marketing Strategies Essay Example

short- and long-term objectives and determining how to achieve them is important. Customizing this process for staff members and setting detailed goals aligned with the vision's values are essential as well. The analysis stage plays a vital role in shaping subsequent stages by gathering relevant information and data contributing to achieving the vision. Understanding the business's needs and strategic direction should also be prioritized during this stage.Additionally, it is important to identify any internal or external issues that may impact goals and objectives during the development of an effective organizational strategy. This process begins with reviewing the information gathered from analysis and determining current resources within the business. It is crucial to prioritize these issues based on importance before formulating a strategy, considering potential changes in business and economic situations. Developing alternative approaches for each step of the plan is also necessary.
Implementing the strategy plays a vital role in achieving business success; if the current structure does not align with the overall strategy, a new structure should be implemented. Clear communication of responsibilities and duties within the organization is necessary, as well as securing any required resources or funding. Once everything is in place, it's time to execute the plan.
Evaluation and control actions are essential elements that include performance measurements, continuous review of internal and external matters, and implementing corrective measures when needed. An effective evaluation of the strategy starts by defining parameters requiring assessment.The text discusses various functional strategies, including production strategy, financial strategy, organizational strategy, research and development (R) strategy, and investment strategy. Each functional strategy may have multiple components. Senior specialists and directors are responsible for implementing these strategies. The Human

Resources department plays a unique role in formulating the strategy by providing competitive intelligence and valuable information. Their capabilities are considered crucial in the process of formulating a strategy.

Marketing strategies involve applying marketing techniques and managing marketing activities. With globalization, international marketability has become essential in a company's marketing strategy. Marketing managers have responsibilities such as influencing customer demand and acting as general managers for specific products.

Developing an effective marketing management strategy requires a thorough understanding of their own operations and the market they operate in, which is part of strategic planning within businesses like financial or organizational strategies.

Marketers typically segment target customers based on factors such as attractiveness, size, growth potential, frequency of purchases, price sensitivity, and other criteria.In order to effectively compete in this segment and surpass competitors while generating profitability, the company must possess the necessary resources and capabilities. "Meeting needs profitably" is a commonly referenced definition of marketing that highlights the importance of maximizing financial resources and achieving sustainability. To achieve these goals, it is crucial to manage all sources of funding with a comprehensive strategy for your organization.

Many organizations handle income from donations, grants, contracts, and trading-generated revenue. A financial strategy allows organizations to assess their financial needs and determine the necessary support to meet objectives and fulfill their mission while planning for future growth. It is essential for this strategy to align with the organization's mission.

Therefore, before creating any budgets or implementing financial plans, the first step is to clearly define why the organization exists and how it plans to achieve its mission. This will provide a solid foundation for decision-making in terms of resource allocation.

In 1824 at 93

Bull Street in Birmingham, John Catbird established his first shop adjacent to his father's drapery and silk business in a fashionable part of town at that time. John Catbird's tea and coffee shop not only provided beverages like tea and coffee but also offered a selection of other items such as hops, mustard, cocoa, drinking chocolate.John used a mortar and pestle to make these treats. Despite cocoa and drinking chocolate becoming available in England in the previous century, they were still considered luxuries for the wealthy elite. John's shop catered to Birmingham's richest families who could afford such delicacies. The cocoa beans he used came from South America, Central America, and the West Indies. Through experimentation with his mortar and pestle, he created various cocoa drinks and sweetened chocolate drinks with added sugar. These products were sold in blocks so customers could scrape off a small portion into a cup or saucepan and mix it with hot water. In March 1824, an advertisement appeared in the Birmingham Gazette promoting John Catbird's invention 'Cocoa Nibs' as a nutritious breakfast beverage. This ad showed his intention to introduce this product to the public. His efforts paid off quickly as he became a prominent trader of cocoa and drinking chocolate in Birmingham. The growing popularity of John Catbird's high-quality cocoa played a significant role in shaping the future direction of his business venture. In 1831, he rented a small factory on Crooked Lane to expand his business.
John Catbird's move into manufacturing drinking chocolate and cocoa laid the foundation for the Catbird chocolate business. Initially, potato starch and sago flour were added to early cocoa and drinking chocolates to

balance their high cocoa butter content. These ingredients were chosen for their health benefits. By 1842, John Catbird had introduced sixteen varieties of drinking chocolate and cocoa in cake and powder forms. The Catbird family, who were Quakers belonging to the Society of Friends, drew inspiration from this nonconformist religious group that aimed to combat poverty and deprivation. Like many other Quaker-led businesses during Britain's Victorian era, John Actuary redirected his enterprise towards offering tea, coffee, cocoa, and chocolate as alternatives to alcohol due to his involvement with the Temperance Society. His goal was to alleviate some of the issues related to alcohol that contributed to poverty among the working class. These principles also guided his approach towards industrial relations within his company. As the business thrived in 1847, John Catbird partnered with his brother Benjamin under the name Catbird Brothers of Birmingham and established a larger factory on Bridge Street. Richard Catbird Barrow took control of the retail aspect of the business on Bull Street which led to its rebranding as Barrow Stores in 1849.Operating in Central Birmingham until the mid-1800s, an important development occurred when Prime Minister William Gladstone reduced taxes on imported cocoa beans. This change made chocolate products more accessible to a larger segment of society. On February 4th, 1854, Catbird Brothers received their first Royal Warrant from Queen Victoria designating them as 'manufacturers of cocoa and chocolate'. Presently, the company still retains royal warrants.

However, business began declining in the 1860s which resulted in the dissolution of the original partnership between the Catbird brothers in 1860. Richard and George Actuary joined their father's company during this period and became known as

the second Catbird brothers after their father retired due to failing health in 1861. John Catbird then dedicated himself to civic and social work in Birmingham until his passing away in 1889.

Even though Richard (25 years old) and George (21 years old) had already been working within their father's business for some time, they faced significant challenges ahead. Their initial five years were marked by hard work, few customers, long hours, and frugal living. During this time period, George served as a tea planter in India while both he and Richard played roles in promoting their goods during the early stages of their business venture.

The dedication and efforts of Catbird led to the improvement of the quality of their cocoa products, resulting not only in survival but also thriving.In 1866, the Catbird brothers made a momentous decision that had a profound impact on their business and revolutionized the British cocoa industry. Previously, English cocoa was mixed with starch substances like potato flour or sago to conceal excess cocoa butter, resulting in a less satisfying cocoa drink, as stated by George Catbird. However, after visiting Van Hooted factory in Holland and witnessing their innovative cocoa press technology, Richard implemented this process at their own Bridge Street factory. This involved pressing the cocoa beans to extract some of the cocoa butter and create a more pleasurable essence. The removal of flour enabled Actuary's new unadulterated cocoa essence to be marketed as "Absolutely pure...Therefore Best." During this period, there were concerns about food adulteration expressed by Parliament, including the adulteration of cocoa. The introduction of Actuary's unadulterated cocoa essence in the 1870s led to the enactment of the

Adulteration of Food Acts and brought attention to Catbird. Consequently, they transformed from a small business into a global company with significantly increased sales. Alongside innovations such as using cocoa butter came various forms of "eating chocolate," including today's smooth and creamy chocolate. Catbird disrupted the monopoly held by French producers in the British market with their enhanced chocolates.Since 1849, Catbird has been producing eating chocolate. However, it wasn't until they developed a new recipe using cocoa butter that the chocolate became more enjoyable by today's standards. The text discusses the various types of chocolates that were once sold in decorative boxes. These included plain chocolate for molding or making bars, as well as chocolate creams with fruit-flavored centers covered in chocolate. These fancy assortments came in boxes adorned with small pictures that children could collect. Richard Catbird, a renowned artist, created elaborate box designs using his own paintings. These British-made fancy chocolate boxes gained popularity and some original ones still exist today. During the Victorian era, these exquisite boxes were cherished as special gifts and later used to store trinkets or buttons. The designs of the boxes ranged from luxurious velvet-covered caskets with mirrors and silk linings to charming boxes decorated with pictures on their lids. Catbird's splendid box designs remained popular until World War II when they disappeared completely. Nowadays, Victorian and Edwardian chocolate boxes are highly sought-after collectibles for enthusiasts.
Catbird Brothers Limited was established as a private limited company in 1899 following Richard Actuary's death at 63. George Catbird became chairman, and Barrow and William A. Catbird (Richard's sons) and Edward and George Catbird Junior (George's sons) joined as fellow directors. The

Brownsville factory experienced significant growth during this time, employing over 2,600 workers.

The establishment of the limited company brought about various changes in Brownsville. Younger board members introduced new concepts such as analytical laboratories, advertising and cost offices, a sales department, works committee, medical department, pension funds, and education/training programs for employees. The Brownsville factory site evolved into a complex with multiple factories including tin box pressing plants, carton making units, a design studio, and printing plant.

After World War II, the company made the decision to streamline operations solely focusing on producing and marketing chocolate confectionery products. This choice resulted in relying on specialized suppliers for ancillary items.

On July 19th 1948,Catbird was founded in India as an importer of chocolatesand it has manufacturing facilities located in Thane (Indri), Malarial (Golliwog), Bangor,and Baddie(Himalaya Pradesh). According to the text,the company has sales offices situated in New Delhi,Mumbai,Kolkata,and Achaean.The corporate head office can be found in Mumbai.Since 1965, Catbird has played a significant role in the development of cocoa cultivation and research in India. Currently, Catbird India operates in various categories including Chocolate confectionery, Beverages, Biscuits, Gum, and Candy. Some well-known brands produced by Catbird include Dairy Milk, Abbreviation, 5 Star, Perk, Brownsville Celebrations,Gems,Halls ,Ã?claims,Balloon,Tang,and Ore. The range of products offered by Catbird includes Dairy Milk Silk,Brownsville,Dairy Milk Shots ,Doubleton,Gems (similar to M&M's), Eclairs ,Abbreviation,Celebrations,Halls,Tang,and Ore.

In the chocolate confectionery industry, Catbird holds a dominant market share of over 70%, making it the leading player. Under the Catbird umbrella are notable chocolate brands like Dairy Milk and Crunchier (1938), Roses (1948), Fudge (1958), Picnic (1960), Dairy Milk Buttons (1968), Aztec and Curly Wryly (1970), Snack (1974), Double Decker (1976), Wisps(relaunched

in 2007), Boost(1981-1985) Twirl(1987) Time Out Wisps Gold(relaunched in 2009 and 2011) Fuse Brunch Bar Dream Flake Snow(circa mid-1990s) Dairy Milk Silk(2001) Big Race ore(2011).

In May 2011, an advertisement controversy arose involving the Bliss bar. Model Naomi Campbell strongly disapproved of the ad as she found it insulting and hurtful due to its tagline "Move over Naomi - there is a new diva in town".Campbell was deeply disturbed and angered by being referred to as "chocolate," which not only impacted her personally but also had wider implications for black women and the black community. She found no amusement in this derogatory label. A representative from Catbird Dairy Milk Bliss defended their campaign, claiming it was a lighthearted commentary on social pretenses. However, they later announced the discontinuation of the campaign with no plans for its revival. Comedian Reginald D. Hunter made a controversial statement on "Have I Got News For You," suggesting that comparing black people to chocolate could be seen as a compliment and that enjoying the Bliss bar might be enhanced by an appreciation for black individuals. In 2006, Catbird Sweepers faced a Salmonella scare due to bacterial contamination in seven products caused by a pipe leak at their Hairdresser dissimulator plant, where chocolate crumb mixture is produced. The Food Standards Agency was informed six months after detecting the leak, resulting in over one million recalled chocolate bars and an estimated cost of EYE million to resolve the contamination issue. In 2007, Birmingham City Council announced that Catbird Sweepers would be prosecuted for three alleged violations of food safety laws. An investigation conducted by the Hairdresser Council revealed six additional charges, while the

Athlete Protection Agency discovered that 31 individuals were infected with Salmonella Montevideo, one of whom required hospitalization after consuming Actuary's caramel barCatbird Sweepers pleaded guilty to all nine charges and was fined one million pounds by Birmingham Crown Court, consolidating the sentencing for both cases. Despite mitigating factors such as the company's prompt admission of guilt and acknowledgment of their mistake regarding the health threat posed by the infection, analysts believe that this fine is not significant. Currently, Catbird's head office is located in Submerged, London Borough of Holding, England within Building 3 of the business park covering an area of 84,000 square feet (7,800 mm). Their previous head office at 25 Berkeley Square in Mayfair, City of Westminster had been leased since 1992 at a cost of EYE per square foot (0.093 mm). However, by 2002, the lease cost increased to EYE.75 per square foot with expectations for further increases according to The Daily Telegraph in 2007 reaching a "three-figure sum." In order to reduce expenses that year while still maintaining a workforce of approximately 200 individuals at their head office, Catbird Sweepers announced their relocation to Submerged. Following the acquisition by Kraft Foods, it has been confirmed that the head office will still be referred to as the "Catbird House." The company's dedication to quality and continuous improvement can be seen through their mission statement and their vision for the future is demonstrated through their Vision into action (VIA) plan which encompasses all aspects of their strategy.The main goal of the company is to achieve outstanding profits for shareholders and establish themselves as the top confectionery company worldwide. A key aspect of their

approach involves focusing on the financial scorecard, as well as their commitments and culture. Additionally, they place great emphasis on their management information strategy.