Designing an appropriate marketing strategy. The ability to use strategic marketing techniques and respond to changes in the marketing environment

Seminar paper from the year 2015 in the subject Business economics - Business Management, Corporate Governance, grade: 76%, European College of Business and Management (ECBM) London, language: English, abstract: The *GIGA-group, whose main companies are *GIGANOVA and *GIGAPRODUCTION, is a full-service provider that designs, plans, produces and distributes high-quality point-of-sale (POS) items such as shop-window campaigns, in-store elements, store-construction elements or event productions. For our national and international clients, we offer unique custom-made items and prototypes, as well as large series productions with worldwide logistics. The concentration of six different production workshops under one roof, ultra-modern infrastructure and integrated processes and information technology (IT) systems guarantees maximum flexibility and reduced transaction costs while ensuring efficient production for our clients. Throughout the project, our project management is in constant contact with our clients and supervises all production work-shops as well as the logistics and installation unit. As a result of expanding fields and responsibilities of operation, as well as growth in both total and duty-incurring shipments, our internal logistics department is set to become an independent company within the *GIGA-group. *GIGALOGISTIC will enter the market as a full-service logistics provider within the marketing and brand retail industry, focusing on premium brands. Its services will compromise the whole field of logistical campaign planning, including packaging planning as well as picking and packing, global shipping and, if required, montage of promotion elements. Following CIM (2009), our strategic marketing identifies, anticipates and ensures the satisfaction of the target customer's requirements. Therefore, an appropriate marketing strategy is of utmost importance for the organization to achieve successful market entry.