Sinisa Zaric - Marketing Strategy
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Transcript of Sinisa Zaric - Marketing Strategy
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7/27/2019 Sinisa Zaric - Marketing Strategy
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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 competitiveadvantage[3] . A marketing strategy should be centered around the key concept that customer
satisfactionis 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$plains how they will be achieved" ideally within a stated timeframe. arketing strategydetermines the choice of target market segments" positioning" marketing mi$"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 Audience2. +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) se a low cost product to attract consumers. nce 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 withthe low4cost product or service.
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 marketingob5ectives[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"promotionandpublic
relationscan be orchestrated. any companies cascade a strategy throughout an organization"
http://en.wikipedia.org/wiki/Marketing_strategy#cite_note-0%23cite_note-0http://en.wikipedia.org/wiki/Marketing_strategy#cite_note-1%23cite_note-1http://en.wikipedia.org/wiki/Marketing_strategy#cite_note-1%23cite_note-1http://en.wikipedia.org/wiki/Competitive_advantagehttp://en.wikipedia.org/wiki/Competitive_advantagehttp://en.wikipedia.org/wiki/Competitive_advantagehttp://en.wikipedia.org/wiki/Marketing_strategy#cite_note-2%23cite_note-2http://en.wikipedia.org/wiki/Marketing_strategy#cite_note-2%23cite_note-2http://en.wikipedia.org/wiki/Customer_satisfactionhttp://en.wikipedia.org/wiki/Customer_satisfactionhttp://en.wikipedia.org/wiki/Marketing_mixhttp://en.wikipedia.org/wiki/Marketing_mixhttp://en.wikipedia.org/wiki/Strategic_managementhttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Mission_statementhttp://en.wikipedia.org/wiki/Mission_statementhttp://en.wikipedia.org/wiki/Marketing_strategy#cite_note-3%23cite_note-3http://en.wikipedia.org/wiki/Marketing_strategy#cite_note-3%23cite_note-3http://en.wikipedia.org/wiki/Marketing_planhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketing_strategy#cite_note-4%23cite_note-4http://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Channel_(marketing)http://en.wikipedia.org/wiki/Internet_marketinghttp://en.wikipedia.org/wiki/Internet_marketinghttp://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Marketing_strategy#cite_note-0%23cite_note-0http://en.wikipedia.org/wiki/Marketing_strategy#cite_note-1%23cite_note-1http://en.wikipedia.org/wiki/Competitive_advantagehttp://en.wikipedia.org/wiki/Competitive_advantagehttp://en.wikipedia.org/wiki/Marketing_strategy#cite_note-2%23cite_note-2http://en.wikipedia.org/wiki/Customer_satisfactionhttp://en.wikipedia.org/wiki/Customer_satisfactionhttp://en.wikipedia.org/wiki/Marketing_mixhttp://en.wikipedia.org/wiki/Strategic_managementhttp://en.wikipedia.org/wiki/Saleshttp://en.wikipedia.org/wiki/Mission_statementhttp://en.wikipedia.org/wiki/Marketing_strategy#cite_note-3%23cite_note-3http://en.wikipedia.org/wiki/Marketing_planhttp://en.wikipedia.org/wiki/Marketinghttp://en.wikipedia.org/wiki/Marketing_strategy#cite_note-4%23cite_note-4http://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Channel_(marketing)http://en.wikipedia.org/wiki/Internet_marketinghttp://en.wikipedia.org/wiki/Promotion_(marketing)http://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Public_relations -
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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 dominance4 %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 ?'8 comprises two alternatives each with two alternative scopes. *hese are
Differentiationand low-cost leadershipeach with a dimension ofFocus4broad or
narrow.
o +roduct differentiationo arket segmentation
%nnovation strategies 4 *his deals with the firm!s rate of the new product development
andbusiness 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" :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
2
http://en.wikipedia.org/wiki/Strategy_dynamicshttp://en.wikipedia.org/wiki/Strategy_dynamicshttp://en.wikipedia.org/wiki/Market_dominancehttp://en.wikipedia.org/wiki/Porter_generic_strategieshttp://en.wikipedia.org/wiki/Business_model_innovationhttp://en.wikipedia.org/wiki/Business_model_innovationhttp://en.wikipedia.org/wiki/Marketing_strategy#cite_note-5%23cite_note-5http://en.wikipedia.org/wiki/Strategy_dynamicshttp://en.wikipedia.org/wiki/Market_dominancehttp://en.wikipedia.org/wiki/Porter_generic_strategieshttp://en.wikipedia.org/wiki/Business_model_innovationhttp://en.wikipedia.org/wiki/Marketing_strategy#cite_note-5%23cite_note-5 -
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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" the3&scan 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 theirmarketing mi$. *he'+scan then be utilized to
form a marketing plan to pursue a defined strategy.
arketing in +ractice 4 *he -id
*he &onsumer4&entric (usiness
*here are a many companies especially those in the &onsumer +ackage @oods 7&+@8 marketthat adopt the theory of running their business centered around &onsumer" 9hopper I Getailer
needs. *heir arketing departments spend /uality time looking for @rowth pportunities in
their categories by identifying relevant insights 7both mindsets and behaviors8 on their target
&onsumers" 9hoppers and retail partners. *hese @rowth pportunities emerge from changes
in market trends" segment dynamics changing and also internal brand or operational business
challenges.*he arketing team can then prioritize these @rowth pportunities and begin to
develop strategies to e$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 informationand limited resources complicated by uncertainty and tight timescales. se 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. ^ - govt businesslink marketing strategy guide.
2. ^ arketbut strategyAustralian administration small business guide.
3. ^ (aker" ichael The Strategic Marketing Plan Audit2KK?. %9(< 1>K2'33>>?.p.3'. ^ (aker" ichael The Strategic Marketing Plan Audit2KK?. %9(< 1>K2'33>>?.p. 2J
3
http://en.wikipedia.org/wiki/Marketing_warfare_strategieshttp://en.wikipedia.org/wiki/3C'shttp://en.wikipedia.org/wiki/3C'shttp://en.wikipedia.org/wiki/3C'shttp://en.wikipedia.org/wiki/Ansoff_Matrixhttp://en.wikipedia.org/wiki/Marketing_mixhttp://en.wikipedia.org/wiki/Marketing_mixhttp://en.wikipedia.org/wiki/4P'shttp://en.wikipedia.org/wiki/4P'shttp://en.wikipedia.org/wiki/Marketing_strategy#cite_ref-0%23cite_ref-0http://www.businesslink.gov.uk/bdotg/action/layer?topicId=1073900352http://en.wikipedia.org/wiki/Marketing_strategy#cite_ref-1%23cite_ref-1http://www.smallbiz.nsw.gov.au/smallbusiness/Managing+a+Business/Marketing+and+Sales/http://www.smallbiz.nsw.gov.au/smallbusiness/Managing+a+Business/Marketing+and+Sales/http://www.smallbiz.nsw.gov.au/smallbusiness/Managing+a+Business/Marketing+and+Sales/http://en.wikipedia.org/wiki/Marketing_strategy#cite_ref-2%23cite_ref-2http://en.wikipedia.org/wiki/Special:BookSources/1902433998http://en.wikipedia.org/wiki/Special:BookSources/1902433998http://en.wikipedia.org/wiki/Marketing_strategy#cite_ref-3%23cite_ref-3http://en.wikipedia.org/wiki/Special:BookSources/1902433998http://en.wikipedia.org/wiki/Special:BookSources/1902433998http://en.wikipedia.org/wiki/Marketing_warfare_strategieshttp://en.wikipedia.org/wiki/3C'shttp://en.wikipedia.org/wiki/Ansoff_Matrixhttp://en.wikipedia.org/wiki/Marketing_mixhttp://en.wikipedia.org/wiki/4P'shttp://en.wikipedia.org/wiki/Marketing_strategy#cite_ref-0%23cite_ref-0http://www.businesslink.gov.uk/bdotg/action/layer?topicId=1073900352http://en.wikipedia.org/wiki/Marketing_strategy#cite_ref-1%23cite_ref-1http://www.smallbiz.nsw.gov.au/smallbusiness/Managing+a+Business/Marketing+and+Sales/http://en.wikipedia.org/wiki/Marketing_strategy#cite_ref-2%23cite_ref-2http://en.wikipedia.org/wiki/Special:BookSources/1902433998http://en.wikipedia.org/wiki/Marketing_strategy#cite_ref-3%23cite_ref-3http://en.wikipedia.org/wiki/Special:BookSources/1902433998 -
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6. ^ arketing basicsarketing strategy based on market needs" targets and goals.
F. ^ 12anage 72KK>8.
[http),,www.12manage.com,methodsLmilesLsnowLfourLstrategicLtypes.html0our 9trategic
*ypes 7Gaymond iles and &harles 9now8]
'
http://en.wikipedia.org/wiki/Marketing_strategy#cite_ref-4%23cite_ref-4http://perso.orange.fr/pgreenfinch/mkting/mkting3.htmhttp://perso.orange.fr/pgreenfinch/mkting/mkting3.htmhttp://en.wikipedia.org/wiki/Marketing_strategy#cite_ref-5%23cite_ref-5http://www.12manage.com/methods_miles_snow_four_strategic_types.htmlhttp://en.wikipedia.org/wiki/Marketing_strategy#cite_ref-4%23cite_ref-4http://perso.orange.fr/pgreenfinch/mkting/mkting3.htmhttp://en.wikipedia.org/wiki/Marketing_strategy#cite_ref-5%23cite_ref-5http://www.12manage.com/methods_miles_snow_four_strategic_types.html