Strategic Marketing (StarHub Internet) Research Paper

Strategic Marketing (StarHub Internet) - Research Paper Example But, in the era of the 21st century focusing on one method of marketing is considered as equivalent to committing organizational suicide and therefore, modern businesses are forced to use a bunch of marketing techniques in order to stay in the business (Fahy and Smithee 1999). Moreover, marketing and advertisement is away from the noble concept of ethics and righteousness (Robin and Reidenbach 1987). The marketing is considered marketing whether or not it is dirty. So the staff in the advertisement department is supposed to keep the products and services of the company selling in order to keep their jobs (Botan 1997) The distribution strategy is a means of devising a system and mechanism for delivering the products to the customers. The business in the 21st century cannot survive without placement of the products as soon as possible. The internet service provider is recommended to develop the internal state of the art system and then, move on to the next stage of promoting itself and its services. The main idea is to boost the organizational ability to provide services when customers need or demand them. The external environment of the business has a profound impact on internal matters and practices of the business (Bourgeois 1980). The concerned Strategic Business Unit is operating in an industry that is characterized as well developed and established and therefore, the company is in need to follow the industrial norms strictly. The management is recommended to blend in the market before thinking of innovating. In opening few years, the SBU will not be able to do much more than surviving through the challenges of the industry (Sethi 1979). The SBU’s first and paramount objective is to find balance and sustainability in a challenging environment and these objectives and goals can be obtained by following industrial standards and norms at in initial one or two years (Hult, Hurley and Knight 2004). But, the quality of services should be maintained in a lon g term perspective. The external environment of the internet industry is well established and therefore, management of the company is suggested to introduce standardizations and development of standard operating procedures. The structure of SBU will also be divided clearly and there should be departmentalization. The task of providing internet services is a simple one and because of this reason, management does not have much room for innovation and newness while performing business activities. Product Augmentation Strategy The product augmentation strategy is used to mix two or more offerings in one package so that the customer can receive more value in less amount of money. This strategy is rate as the most effective one, when an organization is working to develop it market presence and share. The internet service provider is recommended to provide high quality cloud printing and scanning services along with traditional ones and therefore, the customers may receive more value than their expectations and anticipations. The receipt of more customer value will induce the consumers to become repeated benefiters. These strategies will be designed for one to two initial years and then the business unit must expand its geographical reach. The core source of creating customer value in internet industry is the quality of internet downloading and uploading speed. In the modern society people have internet connections