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Marketing Strategy for Metro Mining Limited
Posted by Addison on Mar-29-2023
The report primarily focuses on the marketing strategy of Metro Mining Limited to give a reader an overview of the growth dynamics of the company. Recently, several strategic issues and managerial problems have been identified in marketing strategy of Metro Mining Limited that have drawn the attention of the entire management to devise new marketing strategies that can help the company to resolve the problems to continue its expansion and future growth to achieve a competitive edge in the marketplace. This report is written to provide Metro Mining Limited marketing strategy with the required strategic solutions using multiple frameworks and tools.
External Environmental Analysis
PESTLE Analysis is the most popular strategic tool that is used by many organizations when conducting an external environmental analysis. This framework typically focuses on political, economic, social, technological, legal, and environmental factors that can impact the macro environment of the business (Zalengera, E.Blanchard, & C.Eames, 2014).
Metro Mining Limited operates in a politically stable environment, which means that it provides the company with more friendly and stable business growth opportunities (Christodoulou & Cullinane, 2019). However, since Metro Mining Limited operates in multiple countries, there are high chances of various political tensions that can cause instability in market growth trends for Metro Mining Limited. This can limit the company's growth opportunities.
Moreover, it is important for Metro Mining Limited to analyze and monitor the activities of pressure groups. Metro Mining Limited can create a close collaboration with these groups to achieve long-term goals.
Corruption and Changing Policies
Metro Mining Limited must keep a close check on the changes in any government policies because they can directly impact the performance of the business. The operations of Metro Mining Limited are its different countries can become unpredictable if there is a high level of corruption and weak enforcement of the law (Achinas, Horjus, & Achinas, 2019).
Trade and Taxes
The profitability of a company is directly influenced if there are high taxes in a country. Metro Mining Limited should look into the taxation policies in each country before further expanding its operations (Eierle, Hartlieb, & C. Hay, 2022). Similarly, if there are high trade restrictions, it can get difficult for Metro Mining Limited to import and export its products, impacting the relationships with trade partners.
GDP, Employment, and Exchange Rates
The long-term growth strategies of Metro Mining Limited are majorly determined by the GDP growth of the economy. The purchasing power of consumers significantly increases with a high GDP. High unemployment in an economy shows that Metro Mining Limited can benefit from surplus labor with low-cost wages. Furthermore, Metro Mining Limited should monitor interest rates as it can affect the borrowing ability. With that being said, if there is a high fluctuation in currency, the profitability of Metro Mining Limited can also be influenced (Sadeghi, 2020).
It is important for Metro Mining Limited to make appropriate predictions regarding the labor market conditions in a specific economy (Sadeghi, 2020). This can help the company to hire a more talented workforce that can improve the performance of the company.
Industry lifecycle stage
Metro Mining Limited should consider expanding its operations in growing economies to benefit from growth opportunities. It can be challenging for Metro Mining Limited to enter a mature industry at a growing stage (Villamarín & Pinzon, 2017).
Metro Mining Limited should study the changing patterns of demographics, such as socio-economic variables, the aging population, and trends in migration (Barbara & Cortis, 2017). This can help the company to identify the right segment to target with a high potential for growth opportunities.
Every country and society has a distinctive culture with different norms and values. It is important for Metro Mining Limited to study and identify social class stratification.
There has been a significant shift in online shopping. Metro Mining Limited needs to adopt necessary changes considering the growing use of social media networking sites and mobile phones to increase its revenue and overall profitability (Villamarín & Pinzon, 2017).
On-going technological innovations should be considered carefully by Metro Mining Limited so that it can stay ahead of the competitive market. Metro Mining Limited should continue working on introducing major technological transformations to achieve a competitive advantage (Rastogi & TRIVEDI, 2016).
Social Media Marketing
The collaboration with consumers has been growing rapidly because of the development of communication technologies (Rastogi & TRIVEDI, 2016). Metro Mining Limited can take it as a great opportunity where can use innovative strategies to expand its customer base.
Metro Mining Limited should implement the latest technological tools to minimize environmental pollution. Waste management is now getting popular and has been considered a major business norm (Igliński, Iglińska, & Cichosz, 2016).
Climatic Conditions and Eco-friendly products
Climatic conditions can influence the efficiency of Metro Mining Limited. The cost of a company's operations can be increased if there are extreme weather conditions. Similarly, there has been an increasing demand for eco-friendly products. Metro Mining Limited should work towards adopting more sustainable business practices to gain customer trust (Barkauskas, Barkauskienė, & Jasinskas, 2015).
Employee protection laws
It is important for Metro Mining Limited to follow the health and safety laws for its employees that are issued by the authorities to ensure the safety of its labor.
Metro Mining Limited should protect its customer data to ensure their security and privacy concerns. Moreover, it should set the right price with the right product quality (Igliński, Iglińska, & Cichosz, 2016).
Porter's Five Forces
Metro Mining Limited can use Porter's Five Forces to analyze the competitive landscape of the industry. The strategic planners of Metro Mining Limited can use this framework to make effective decisions.
Threat of New Entrants
Metro Mining Limited operates in an industry where it is difficult to achieve economies of scale, making it difficult for new entrants to enter the industry (Yunna & Yisheng, 2014). There is a strong product differentiation with high capital requirements. Moreover, it is difficult to establish a distribution network easily in this industry. Thus, Metro Mining Limited has a weak threat of new entrants.
Bargaining Power of Suppliers
There are more suppliers in the industry of Metro Mining Limited. This shows that there is less control over prices. Organizations like Metro Mining Limited can easily switch to other suppliers because of less differentiation in products. This makes the bargaining power of suppliers a weak force in Metro Mining Limited's industry (H. Th. Bruijl, 2018).
Bargaining Power of Buyers
The industry in which Metro Mining Limited operates has many suppliers as companies to buyers. This means that buyers have fewer options and do not have control over prices (H. Th. Bruijl, 2018). The high product differentiation shows that there are few alternative products for buyers, and there is a high switching cost. This makes the bargaining power of buyers a weak force in the industry.
Threat of Substitute Products and Services
Metro Mining Limited operates in an industry that offers very few substitutes to its customers. The substitutes that are available are expensive because of their high quality (Zhao, Zuo, & Wu, 2016). However, companies like Metro Mining Limited sell their products at a lower prices. This clearly shows that buyers may feel reluctant when switching to other substitutes.
Rivalry Among Existing Firms
Metro Mining Limited operates in a less competitive industry. The already established companies have a large market share, meaning that any move by the existing companies will be noticed. Moreover, Metro Mining Limited has to take several competitive actions to become a market leader, as the industry is likely to grow rapidly in the coming years (Aithal, 2020).
Metro Mining Limited can make use of SWOT analysis to effectively analyze the company's internal strengths, weaknesses, external opportunities, and threats.
Strong distribution network
Metro Mining Limited operates in various countries and has multiple outlets that help the company to deliver its products quickly to its customers. This shows that Metro Mining Limited has a strong distribution network (Benzaghta, Elwalda, & Mousa, 2021).
Metro Mining Limited has established itself as a strong financial company over the past few years. It has generated enough profits that can be used to finance any future expenditure (Basset & Mohamed, 2018).
Metro Mining Limited has adopted the latest and innovative technology in its business operations, which has allowed the company to reduce its production costs (Benzaghta, Elwalda, & Mousa, 2021).
Social media presence
Metro Mining Limited has been successful in establishing itself as a strong brand on social media platforms that, includes Facebook, Twitter, and Instagram. This increases customer engagement (Basset & Mohamed, 2018).
High rent costs
Metro Mining Limited has its manufacturing plants on rented properties. This increases the company's overall costs, and a significant portion of Metro Mining Limited's profits go into paying the rent (Comino & Ferretti, 2016).
Research and Development
Metro Mining Limited has not been able to conduct effective and in-depth market research regarding new markets and products (Comino & Ferretti, 2016). Customer trends are always evolving, and it is important for Metro Mining Limited to take immediate action in conducting its research.
There has been a centralized decision-making process in Metro Mining Limited. This means that employees have to consult their managers before taking any decision themselves. This slow down the decision-making process. and employees feel demotivated. Thus, impacting the operations of Metro Mining Limited (Comino & Ferretti, 2016).
Presence of Internet
Metro Mining Limited has a great opportunity of expanding its business by using the internet. Since there has been a growing trend in online shopping Metro Mining Limited can boost its sales by expanding its online stores (Yan, Xia, & X.H.Bao, 2015). Additionally, social media platforms can be updated constantly to engage customers with all the new products introduced by Metro Mining Limited.
Technology is constantly evolving, and Metro Mining Limited can benefit from it by implementing the technology in its various departments. Manufacturing process can be completed automated, which can eventually help Metro Mining Limited to reduce its costs (Taghavifard, Mahdiraji, & Alibakhshi, 2018).
The continuous increase in globalization has allowed Metro Mining Limited to expand its business operations across borders. It has the opportunity of entering new markets (Yan, Xia, & X.H.Bao, 2015).
Recently, many companies are entering the industry in which Metro Mining Limited operates. This means that there are chances of increased competition. This poses a threat to Metro Mining Limited as it has to put more effort into gaining market share (Taghavifard, Mahdiraji, & Alibakhshi, 2018).
Fluctuations in exchange rates
The exchange rates are highly subjected to fluctuations that negatively impact the sales of Metro Mining Limited. Metro Mining Limited needs to study the changing fluctuations to keep up with its profitability (Vlados & Chatzinikolaou, 2019).
The consumer trends are constantly changing, that causes changes in their demands. This puts pressure on companies like Metro Mining Limited, who have to continuously meet their consumer demands. Moreover, there is a significant threat from substitute products because consumers tend to switch to these companies (Vlados & Chatzinikolaou, 2019).
Metro Mining Limited operates in a wider range of products. Each of the products has its further product lines that are sold under the Metro Mining Limited. This means that customers can benefit from a large variety of products. Metro Mining Limited sells highly differentiated products with higher quality that, gives it a competitive edge (Khan, 2014).
Metro Mining Limited follows a competitive pricing strategy. The company also takes into account all its costs before setting its prices (Londhe, 2014). Currently, Metro Mining Limited is using a product bundle pricing strategy where customers get bundled products at lower prices.
Metro Mining Limited has adopted various distribution channels to reach its customers. The company sells its products through its website directly (Thabit & Raewf, 2018). Apart from this, it also distributes its products to wholesalers, who then further sell it to small retailers. Metro Mining Limited has its own retail stores where it sells its products directly to consumers.
Metro Mining Limited uses traditional and modern promotional techniques. TV ads are used to reach a larger audience. Metro Mining Limited also advertises on social media sites such as Facebook, Instagram, and Twitter. Events are sponsored by the company. Moreover, Metro Mining Limited participates in several exhibitions (Londhe, 2014).
Metro Mining Limited engages in corporate social responsibility activities. This has allowed the company to establish a strong brand image. Since, Metro Mining Limited has a well-established distribution network, the products are reached to consumers in a timely manner. Metro Mining Limited has been able to introduce innovation in its various departments, which has lowered its costs (Ariyani & Daryanto, 2018).
Metro Mining Limited operates in multiple countries. This means that its global presence is a rare factor. It works towards an organizational culture that encourages teamwork, and creativity among employees (Ariyani & Daryanto, 2018). Metro Mining Limited is also able to adapt to different societies, and cultures due to its exposure to various locations.
The products produced by Metro Mining Limited are of a high quality. Customers make repetitive purchases, and thus it is an inimitable source. (Miethlich & G. Oldenburg, 2019). Metro Mining Limited has a significant placement of its stores that gives an easy access to its customers. Additionally, the company has been using a competitive pricing strategy because it has been able to achieve economies of scale, thus lower production costs.
Metro Mining Limited, over the years, has successfully gained a financial strength. Metro Mining Limited can make use of these finances to invest in major acquisitions that give it more growth opportunities. The advancements in technology have allowed Metro Mining Limited to manage its operations more effectively. Distribution channels are another resource for Metro Mining Limited. The supply chain is very efficient, resulting in more revenue (Miethlich & G. Oldenburg, 2019).
Value Chain Analysis
Metro Mining Limited is involved in primary activities such as the production of goods and then selling them to the target audience.
Metro Mining Limited should ensure to have a strong relationship with its suppliers to avoid any inconvenience in receiving, storing, and distributing the product. This will help Metro Mining Limited to have a more effective transformation of a product (Ariwibowo & Saputro, 2021).
Operations involves manufacturing as well as services. Metro Mining Limited should conduct an in-depth analysis of its operational activities to remain ahead of its competitors (M.El-Sayed, W.Dickson, & O.El-Naggar, 2015). This will increase the productivity of the company, and more profits can be generated.
It is important for Metro Mining Limited to analyze, and optimize its outbound logistics so that it is able to achieve the long-term corporate goals. Managing outbound activities properly reduces the chance of late deliveries (M.El-Sayed, W.Dickson, & O.El-Naggar, 2015).
Marketing and Sales
Metro Mining Limited should use various marketing and sales techniques to differentiate its products from its competitors. Metro Mining Limited can adopt marketing and sales activities such as promotional activities, advertising, and building strong relationships with suppliers and customers (Ariwibowo & Saputro, 2021).
In terms of services, Metro Mining Limited must ensure that it provides its customers with the pre-sale and post-sale services (Jaligot, C.Wilson, & R.Cheeseman, 2016). The post-sale service typically falls into the promotional activities of a company. Metro Mining Limited can thus develop its customer loyalty.
A strong infrastructure of a firm can enable Metro Mining Limited to optimize the entire value chain of the company. Moreover, by controlling the infrastructure activities, Metro Mining Limited can be in a better position to get a strong foothold in the competitive marketplace (Darmawan & Wiguna, 2014).
Human Resource Management
Metro Mining Limited should place its major focus on analyzing the different aspects of HR, such as recruitment, selection, training, and performance evaluation of employees (Darmawan & Wiguna, 2014). Metro Mining Limited can reduce its costs by identifying and analyzing the costs associated with hiring and training.
Procurement is an important element in the Metro Mining Limited's value chain. It is important for the company to assess its overall procurement activities so that the inbound, outbound, and operational activities can be optimized (Kumar & P. V., 2016).
Metro Mining Limited can implement Ansoff's Matrix to make decisions regarding its business growth. This framework includes four different strategic choices that can be selected by Metro Mining Limited.
Metro Mining Limited can increase its overall production capacity. This will allow the company to reach more wider audience in an existing market. Metro Mining Limited can also benefit from the reduced costs by expanding its production capacity. Thus, Metro Mining Limited can attract more customers using competitive pricing (Madsen, 2017).
Metro Mining Limited can penetrate the market by investing more in marketing and sales activities. This will help the company to engage with its customer more effectively, leading to more potential customers (Dawes, 2020).
Innovative and unique distribution channels can be explored by Metro Mining Limited. This will enable the company to reach new segments and groups of customers (Dawes, 2020). In addition to this, Metro Mining Limited can penetrate the market by improving its supply chain, giving more accessibility to customers.
Metro Mining Limited can enter into joint ventures or can take over other leading companies of the market. This will give Metro Mining Limited more market share.
Research & Development
Metro Mining Limited should keep on investing in its R&D department, so it is able to identify the changing trends of the market. This will help Metro Mining Limited to target the right market at the right time (Mukangai & Murigi, 2021).
Metro Mining Limited can enter in a new market by expanding its operations regionally. This includes considering different cities of the country. Metro Mining Limited must consider any cultural differences when entering a new market (Mukangai & Murigi, 2021).
New segments of the current market can be explored (Mukangai & Murigi, 2021). Metro Mining Limited can add new features and product uses to its existing products that satisfies the needs of a different customer segment.
Metro Mining Limited can modify the existing product by improving its features to enhance the product offerings.
Launching additional products
Metro Mining Limited should invest in its R&D department so it can come up with new and innovative products that attracts and fulfill the needs of the target audience. This will boost the sales of Metro Mining Limited and will increase profitability (Khajezadeh, Niasar, & Asli, 2019).
Metro Mining Limited can consider vertical integration. This will allow Metro Mining Limited to develop and launch new products that are similar to its existing product category (Khajezadeh, Niasar, & Asli, 2019).
Metro Mining Limited can diversify its business operation using horizontal integration. This means that the new products and services of Metro Mining Limited will not be related to its current products (Dhir & Dhir, 2015).
A new business diversification
Entering into a completely new business can be considered by Metro Mining Limited. The organization can work towards starting a new business that can give a company more growth prospects in the future (Dhir & Dhir, 2015). Metro Mining Limited can conglomerate with the help of mergers and acquisitions.
To conclude, it could be said that Metro Mining Limited can resolve its current managerial and strategic problems by focusing on its existing products. The company can adopt more attractive marketing strategies that can help Metro Mining Limited to boost its revenue and profitability. It is recommended to focus on maintaining strong supplier relationships. Moreover, it is also advised to focus on more innovative products so Metro Mining Limited can remain competitive in the market.
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- PESTEL Analysis of Metro Mining Limited
- Hofstede Cultural Model of Metro Mining Limited
- Net Present Value (NPV) Analysis of Metro Mining Limited
- Marketing Mix (4Ps) Analysis of Metro Mining Limited
- Corporate Social Responsibility of Metro Mining Limited
- Metro Mining Limited Discounted Cash Flow (DCF) Analysis
- VRIO Analysis of Metro Mining Limited
- Blue Ocean Strategy of Metro Mining Limited
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