A conceptual marketing strategic framework: a UK case study perspective.

Abstract

The primary purpose of this study is to develop a conceptual strategic marketing framework and participate in the discussion about the use of strategic planning in organisations. A framework is developed for a specific case study organisation by analysing said organisation with SMPT with the final goal of providing the case study competitive advantage.
This study was conducted in Preston, UK, and was carried out by the use of a mixed methods approach to gather and collect data from the organisation. This approach allowed a deeper understanding of the organisation to be achieved as questionnaires and interviews were performed. For both the questionnaires and interviews, purposive sampling was selected, involving managers and employees with the knowledge and expertise to answer the questions.
The findings provide insight on what the organisation needed to improve and the assets it already had, using these findings to develop a conceptual framework and suggesting how the organisation could achieve sustainable competitive advantage. The results obtained are generisable to other SMEs however, changes must be done.
This piece of this research provides an exciting insight into the operations of a modern small technological firm in the UK and the threats and opportunities it faces in the competitive technology industry. It makes for a must read for any scholars or researchers trying to find out more information about the procedure of analysing and creating a strategy for an SME in the UK. In addition, the data collected, including the PESTLE analysis, offers interesting and up to date information regarding the current UK business climate which will prove useful for scholars looking for a snapshop of the current UK technological industry.