Abstract:
The basic underlying concept of marketing can be stated as "The collection of activities undertaken by a firm to relate profitably to its market". This is made possible through the firm:
- Examining its potential buyers and determining their needs.
- Creating a product or service to fulfill it.
- Making the products available to the end user through efficient distribution.
The research at hand describes and assesses the marketing mix strategies of Strategie Trading Company (STC), the exclusive agent of Musar Wine, Lindt Chocolate, Bahlsen Biscuits, Passport Scotch Whisky, and K.D.D. Juice.
The researcher has chosen to conduct this analysis concerning STC's marketing and promotional strategies because no similar research has been carried out in the past.
STC's marketing environment is characterized by heavy competition between different product lines in terms of market share, pricing strategies, distribution channels, promotional campaigns...
Now that the Lebanese crisis came to an end, companies are struggling to regain efficiency and productivity, especially now that competition is making a comeback both locally & internationally.
STC pursues three main objectives:
- Increase bottom line profit margin by using just in time policy
- Prompt and efficient service combining established and new products to capture a larger market share.
- Maintain a healthy and viable internal system.
According to the findings of this research, the determination of STC is to maximize its product and marketing mixes to achieve its important goal of customer satisfaction, growth, and establishment, thus imposing itself as a company that meets the current and potential demands of the ever-growing consumer base as well as the expanding challenges of the area.
In summary, STC has in fact achieved a certain level of growth and success, and although there is still a long way to go, the firm is approaching its goals of customer satisfaction as wen as efficient distribution, promotion, and product strategies, making Strategie Trading Company join the believers of the marketing concept rather than the pure selling concept.
