MARKETING STRATEGY

Marketing strategy[1][2] 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[3]. A marketing strategy should be centered around the key concept that customer satisfaction is the main goal.

Key part of the general corporate strategy

arketing strategy is a method of focusing an organization!s energies and resources on a course of action which can lead to increased sales and dominance of a targeted market niche. A marketing strategy combines product development" promotion" distribution" pricing" relationship management and other elements# identifies the firm!s marketing goals" and e$plains how they will be achieved" ideally within a stated timeframe. arketing strategy determines the choice of target market segments" positioning" marketing mi$" and allocation of resources. %t is most effective when it is an integral component of overall firm strategy" defining how the organization will successfully engage customers" prospects" and competitors in the market arena. &orporate strategies" corporate missions" and corporate goals. As the customer constitutes the source of a company!s revenue" marketing strategy is closely linked with sales. A key component of marketing strategy is often to keep marketing in line with a company!s overarching mission statement[']. (asic theory) 1. *arget Audience 2. +roposition,-ey .lement 3. %mplementation

Tactics and actions

A marketing strategy can serve as the foundation of a marketing plan. A marketing plan contains a set of specific actions re/uired to successfully implement a marketing strategy. 0or e$ample) 12se a low cost product to attract consumers. 3nce our organization" via our low cost product" has established a relationship with consumers" our organization will sell additional" higher4margin products and services that enhance the consumer!s interaction with the low4cost product or service.1 A strategy consists of a well thought out series of tactics to make a marketing plan more effective. arketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing ob5ectives[6]. +lans and ob5ectives are generally tested for measurable results. A marketing strategy often integrates an organization!s marketing goals" policies" and action se/uences 7tactics8 into a cohesive whole. 9imilarly" the various strands of the strategy " which might include advertising" channel marketing" internet marketing" promotion and public relations can be orchestrated. any companies cascade a strategy throughout an organization"

by creating strategy tactics that then become strategy goals for the ne$t level or group. .ach one group is e$pected to take that strategy goal and develop a set of tactics to achieve that goal. *his is why it is important to make each strategy goal measurable. arketing strategies are dynamic and interactive. *hey are partially planned and partially unplanned. 9ee strategy dynamics.

Types of strategies
arketing strategies may differ depending on the uni/ue situation of the individual business. :owever there are a number of ways of categorizing some generic strategies. A brief description of the most common categorizing schemes is presented below)

9trategies based on market dominance 4 %n this scheme" firms are classified based on their market share or dominance of an industry. *ypically there are four types of market dominance strategies) o ;eader o &hallenger o 0ollower o <icher +orter generic strategies 4 strategy on the dimensions of strategic scope and strategic strength. 9trategic scope refers to the market penetration while strategic strength refers to the firm=s sustainable competitive advantage. *he generic strategy framework 7porter 1>?'8 comprises two alternatives each with two alternative scopes. *hese are Differentiation and low-cost leadership each with a dimension of Focus4broad or narrow. o +roduct differentiation o arket segmentation %nnovation strategies 4 *his deals with the firm!s rate of the new product development and business model innovation. %t asks whether the company is on the cutting edge of technology and business innovation. *here are three types) o +ioneers o &lose followers o ;ate followers @rowth strategies 4 %n this scheme we ask the /uestion" A:ow should the firm growBC. *here are a number of different ways of answering that /uestion" but the most common gives four answers) o :orizontal integration o Dertical integration o Eiversification o %ntensification

A more detailed scheme uses the categories [F])

+rospector Analyzer Eefender Geactor

arketing warfare strategies 4 *his scheme draws parallels between marketing strategies and military strategies.

Strategic models
arketing participants often employ strategic models and tools to analyze marketing decisions. Hhen beginning a strategic analysis" the 3&s can be employed to get a broad understanding of the strategic environment. An Ansoff atri$ is also often used to convey an organization!s strategic positioning of their marketing mi$. *he '+s can then be utilized to form a marketing plan to pursue a defined strategy. arketing in +ractice 4 *he -id *he &onsumer4&entric (usiness *here are a many companies especially those in the &onsumer +ackage @oods 7&+@8 market that adopt the theory of running their business centered around &onsumer" 9hopper I Getailer needs. *heir arketing departments spend /uality time looking for 1@rowth 3pportunities1 in their categories by identifying relevant insights 7both mindsets and behaviors8 on their target &onsumers" 9hoppers and retail partners. *hese @rowth 3pportunities emerge from changes in market trends" segment dynamics changing and also internal brand or operational business challenges.*he arketing team can then prioritize these @rowth 3pportunities and begin to develop strategies to e$ploit the opportunities that could include new or adapted products" services as well as changes to the J+s. Geal4life marketing primarily revolves around the application of a great deal of common4 sense# dealing with a limited number of factors" in an environment of imperfect information and limited resources complicated by uncertainty and tight timescales. 2se of classical marketing techni/ues" in these circumstances" is inevitably partial and uneven. *hus" for e$ample" many new products will emerge from irrational processes and the rational development process may be used 7if at all8 to screen out the worst non4runners. *he design of the advertising" and the packaging" will be the output of the creative minds employed# which management will then screen" often by !gut4reaction!" to ensure that it is reasonable. 0or most of their time" marketing managers use intuition and e$perience to analyze and handle the comple$" and uni/ue" situations being faced# without easy reference to theory. *his will often be !flying by the seat of the pants!" or !gut4reaction!# where the overall strategy" coupled with the knowledge of the customer which has been absorbed almost by a process of osmosis" will determine the /uality of the marketing employed. *his" almost instinctive management" is what is sometimes called !coarse marketing!# to distinguish it from the refined" aesthetically pleasing" form favored by the theorists.

References
1. 2. 3. '. ^ 2- govt businesslink marketing strategy guide. ^ arketbut strategy Australian administration small business guide. ^ (aker" ichael The Strategic Marketing Plan Audit 2KK?. %9(< 1>K2'33>>?. p.3 ^ (aker" ichael The Strategic Marketing Plan Audit 2KK?. %9(< 1>K2'33>>?. p. 2J

6. ^ arketing basics arketing strategy based on market needs" targets and goals. F. ^ 12 anage 72KK>8. [http),,www.12manage.com,methodsLmilesLsnowLfourLstrategicLtypes.html 0our 9trategic *ypes 7Gaymond iles and &harles 9now8]

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