Published by MBA Skool Team, Last Updated: September 09, 2017
Marketing Strategy of A.T. Kearney analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on A.T. Kearney marketing mix, help the brand succeed.
A.T. Kearney marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the A.T. Kearney Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
A.T. Kearney Product Strategy:
The product strategy and mix in A.T. Kearney marketing strategy can be explained as follows:
A.T. Kearney is a leading global consulting firm have a strong global presence through its diverse operations. A.T. Kearney provides its consulting services as a part of its marketing mix product offerings in various industries like Aerospace & Defense, Automotive, Communications, Media, Retail, Banking Institutions, Health, Metals & Mining, Oil & Gas, Public Sector, Transportation, Travel etc with the services of Analytics, Digital Transformation, Innovation, Marketing & Sales, Mergers & Acquisitions, Operations, Organization & Transformation, Procurement, Strategy and Sustainability. A.T. Kearney is famous for its chessboard strategy which it uses in determining DNA of company, figure out the industry options and evaluate the various alternatives available for company in respect to the DNA of the company. This help in managing the product or business portfolio of their clients.
Image: company website
A.T. Kearney Price/Pricing Strategy:
Below is the pricing strategy in A.T. Kearney marketing strategy:
Kearney service prices varies from industry to industry with respect to services provided. It also varies whether the clients wanted to establish a long term or short term services and also whether clients wants to cherish some of the services even after the completion of project. So A.T. Kearney follows the client based pricing system in which client can itself varies the total cost and services it wants to incur. For their basic pricing structure of each service in in each industry, A.T. Kearney follows a competitive strategy in which it has conducted a value chain analysis to gain the complete overview of not only market but also understand the quality services offered by the competitors with the services provided. This helps A.T. Kearney in fluctuating the prices according to the environment and situation. Company’s cost to deliver also varies with the consumer behaviour.
A.T. Kearney Place & Distribution Strategy:
Following is the distribution strategy in the A.T. Kearney marketing mix:
A.T. Kearney is working in more than 40 countries with a global team of around 4000 people spread all across the world. It follows a direct distribution model which focuses on delivering the services to their clients regularly according to the plan through their team people. For service distribution A.T. Kearney also takes help of their alumni network which itself is huge in number that too be around 20000. A.T.
Kearney makes sure to follow a strategy which helps it in continuously iterating the distribution plans and growing their firm.
A.T. Kearney Promotion & Advertising Strategy:
The promotional and advertising strategy in the A.T. Kearney marketing strategy is as follows:
For promoting its brand A.T. Kearney uses the awards and achievements for recognizing its brand. It also make its brand visible by showcasing the success achieved by various firms with its consultancy and strategies. The big firm brand names who are already working along with A.T. Kearney on a long term helps it in attracting the new customers. To maintain the current clients A.T. Kearney has policies to continue with few services even after the project is finished. This helps A.T. Kearney to maintain its relation with its clients and are preferred by clients if any new project is launched.
Since this is a service marketing brand, here are the other three Ps to make it the 7Ps marketing mix of A.T. Kearney.
A.T. Kearney has a unique and friendly culture which makes its staff approachable and develop a tendency to help each other in overcoming the problems of language barriers and geographical location. Even after being a top ranked organization A.T. Kearney make sure that its employees doesn’t fly in the air and keep coming with new innovative solutions to help their clients with an easy way.
A.T. Kearney’s process is firm and flexible. With its employees easy to approach and with a direct distribution model makes the whole process to be transparent. This helps clients to understand the process easily, adapt it and go up with the flow of the solution. A.T. Kearney has several business processes and solutions, and mostly customized ways to handle customer queries and deliver solutions.
A.T. Kearney’s physical evidence are primarily its offices, reports, analysis compilations etc. Being a total service based organization there is no as such physical products but the physical evidence is given in the term of outputs in different firms like with the strategic help by A.T. Kearney if an industry is able to manufacture its new product at low cost and launch it in market successfully. Then it is the physical evidence. Hence, this gives an insight in the marketing mix of A.T. Kearney.
About A.T. Kearney:
A.T. Kearney is one of the biggest consulting firm which is originated after splitting from Mckinsey and which is providing help in strategy development and operations in almost all the industries by establishing their offices in more than 40 countries across the world since 1926. A.T. Kearney tends to work with more than 50% of Fortune 500 companies. They not only focuses on working with the company who are generating high revenue but also with different governmental institutes and NGO’s which are non- profitable institutes. With the achievement of various awards in different sectors A.T. Kearney has made its brand more recognizable in comparison to its competitors and focuses on working with their clients on both short and long term basis by coming up with an excellent output through the perfect utilization of resources. Major competitors of A.T.
Kearney are Mckinsey & Company, Accenture, Deloitte, Ernst & Young, Bain & Company etc.
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