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Marketing Strategy

Marketing Strategy
y Marketing strategy is a process that can allow an

organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. y A Marketing Strategy outlines the manner in which the marketing mix is used to attract and satisfy the target markets and accomplish an organization s objectives.

Types of Marketing Strategy


y Market Strategy y Product Strategy y Price Strategy y Distribution Strategy y Promotion Strategy

Steps in Marketing Planning


y Business mission y Marketing Analysis y Marketing Objectives y Target markets y Marketing-mix Strategies y Competitive advantage y Implementation & Control

Business Mission
y Enduring statement of purpose that distinguishes a

business from others of its type. y What business are we in? y What business do we want to be in?

Marketing Analysis
y Marketing Environment-Micro & Macro y Micro-Customers, Competitors,Suppliers,Distributors y Macro-Political, Economical, Ecological, Social,

Technological y SWOT Analysis y Consumer Behavior

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