Classification of marketing strategies

Classification of marketing strategies

Corporate strategies

Survival strategies

Stabilization strategies

Growth Strategies

Intensive growth strategies

market penetration strategy

market development strategy

product development strategy

Integration strategy

vertical integration strategy

  direct integration strategy

  back integration strategy

horizontal integration strategy

Diversification strategy

  related diversification strategy

   - end-to-end diversification strategy

   - horizontal diversification strategy

  unrelated diversification strategy

Marketing business strategies

According to competitive advantage

  price leader strategies

  differentiation strategy

   - product differentiation (packaging differentiation)

   - service differentiation

   - image differentiation

   - personnel differentiation

According to the stage of the life cycle

  growth strategies

  strategies under implementation

  maturity strategies

  downturn strategies

According to the competitive position of the company in the market

  market leader strategy

  challenger strategy

  follower strategy

  nicher strategy

The aggressiveness of the company's actions in the market

  offensive strategy

   - bypass attack

   - flanking attack

   - preemptive attack

   - guerrilla marketing

  defense strategy

Marketing strategies

Segmentation and target market selection strategies

  undifferentiated marketing

  differentiated marketing

  concentrated marketing

  individual marketing

  matrix strategies

   - matrix of commodity-segment structure of the market

   - matrix "consumer-situation"

Positioning strategies

  in terms of quality

  by scope of product

  at low price

  service maintenance

  technology features

  on the distinctive features of consumers

  image

Marketing Mix Strategies

  product marketing strategies

  marketing pricing strategies

  marketing sales strategies

  marketing communications strategies

Strategies according to the market demand for the company's products

  conversion marketing

  creative marketing

  incentive marketing

  synchromarketing

  supportive marketing

  remarketing

  demarketing

Nisher marketing strategies

Niche marketing strategy is considered from different classification factors of marketing strategies.

According to M. Porter's classification, a niche strategy (focusing or concentration strategy) is a kind of competitive price leadership and differentiation strategies.

On the basis of the choice of the target market of the company, the market niche strategy (single-segment concentration) is opposed to strategies (segment, product, selective and full market coverage strategies. For more information on choosing a target market, see here.

In terms of segmentation, the market niche strategy (concentric marketing) is opposed to the strategies of undifferentiated and differentiated marketing.

According to F. Kotler's classification, the market niche strategy is an alternative to the following strategies: market leader, challenger and follower.

A company's specialization when choosing a niche strategy can be based on the following features:

- geographically,

- for end users,

- according to the ratio "price - quality of goods",

- service maintenance,

- by type of consumer

- in terms of product.

The niche market strategy is most effective for small companies that are just starting out in the market.

Depending on the ratio of the growth rate of the niche company and the growth rate of the niche itself, the following types of marketing strategies are distinguished:

- position maintenance strategy

- integration strategy

- a strategy for going beyond the boundaries of a niche

- niche leadership strategy

The position maintenance strategy is applied when the growth rate of the niche and the nicher decreases.

The integration strategy is applied when the growth rate of the niche outpaces the growth rate of the nicher, i.e. a nicher company is unable to meet the growing needs of a niche through the use of its own capabilities.

The niche expansion strategy is used when the growth rate of the niche company is higher than the growth rate of the niche.

The niche leadership strategy is used when the niche and the nicher tend to grow rapidly.

Follower marketing strategies

"Followers" refers to companies that use the strategy and tactics of the leader's marketing strategy.

The main goal of the "follower" is to retain existing customers.

Follower strategies are:

compilation strategy,

imitation strategy,

adaptation strategy.

Compilation strategy - the use of the marketing strategy of the market leader in full (in terms of commodity, price, marketing and advertising activities).

Imitation strategy - based on the use of individual elements of the market leader with the introduction of certain differences in the brand, advertising, pricing policy.

Adaptation strategy - improvement of some elements of the market leader's marketing mix or adaptation of its strategy to certain markets.

Compared to the leader, challenger, and nicher, the follower has the greatest competitive vulnerability.

Challenger marketing strategies

Challengers are companies that are successfully developing and striving to increase their market share.

The main type of challenger strategy is the offensive strategy.

Challengers can attack:

Market leader.

A similar challenger company.

Smaller company.

Challenger marketing strategies are of the following types:

frontal attack (when the challenger attacks the leader in all his positions),

flank offensive (concentration of efforts on the weaknesses of a competitor),

bypass offensive (this strategy is designed for the long term; its variation is the strategy of the "guerrilla" offensive).

These strategies are achieved through the introduction of certain competitive advantages, which are mainly related to:

price,

quality,

price/quality,

using a wide range of products

best service,

reduction in production costs.

Market leader marketing strategies

There are the following types of market leader marketing strategies:

1. Strategy to increase market capacity:

attracting new customers to the company's product,

search for new needs that can be satisfied by the company's product,

increase in consumption of goods by consumers.

2. Increasing the market share with the existing market capacity:

improving the quality of goods,

product modification,

diversification,

gaining price leadership,

activation of advertising activities,

activation of sales activities,

integration.

3. Protection of market positions:

positional protection (protection of the company's market share in occupied sales markets across the entire product range),

flank defense (protection of the weak points of the leader),

proactive defense (transition to offensive preemptive actions against a competitor),

mobile protection (mobile protection strategy is implemented through two strategies - market development strategy and differentiation strategy),

counteroffensive (strategy for defending the positions of the market leader, which involves a series of actions regarding the aggressive pricing, innovation, marketing and advertising strategies of competitors),

cramped defense (retreat strategy, when the leader realizes the impossibility of protecting all of his product and market positions).

Marketing competitive strategies

Marketing competitive strategies are distinguished according to different criteria.

Arthur Little (American marketer) identifies the following competitive marketing strategies:

leader strategies,

strategies of companies with a strong position,

strategies of companies that are in a favorable position,

strategies of companies that are in a satisfactory position,

strategies of companies that are in an unsatisfactory position.

M. Porter identifies such marketing competitive strategies:

price leadership strategies

differentiation strategy,

concentration strategy.

F. Kotler identifies the following competitive marketing strategies:

market leader strategy

challenger strategy,

follower strategy,

nicher strategy.

Market leaders are the companies that hold the largest market share in a particular market.

Challengers are companies that occupy the second and third positions in the market, develop rapidly and set themselves the goal of increasing their market share.

Followers are companies that successfully operate on the market, the marketing direction of which is not to win market championship (unlike challengers), but to maintain and protect their market share.

Nishers are companies that serve small segments of the market that are left out of the attention of large enterprises (using a market niche strategy).

Positioning marketing strategies

Positioning - determining the place of the company's product on the market among analogue products.

Types of positioning strategies:

positioning in terms of quality,

positioning in terms of "price-quality" ratio,

positioning based on comparing the company's product with competitors' products,

positioning according to the field of application,

positioning according to the distinctive features of the consumer to whom the product is offered,

positioning on the variety of goods that are offered for sale,

positioning at a low price,

service positioning,

positioning on the positive features of technology,

image positioning.

Marketing strategies for differentiation

Differentiation strategy - the creation by the company of such a market offer that would differ from the offers of competitors.

The differentiation strategy is the basis for creating a positioning strategy.

Differentiation and positioning are interrelated strategies. They are based on determining the differences in the market activity of the company in comparison with competitors.

F. Kotler identifies four categories of competitive differentiation:

product,

service,

staff,

image.

Strategic methods of product quality management:

Quality Improvement Strategy

Quality maintenance strategy

Quality reduction (falsification) strategy

Differentiation strategies:

commodity differentiation,

service differentiation,

personnel differentiation,

image differentiation.

Diversification marketing strategies

Diversification is a strategy that involves a company entering new areas of business.

There are the following types of diversification strategies:

concentric (vertical) diversification;

horizontal diversification;

conglomerate diversification.

The essence of vertical diversification is that the company begins to produce new products that are technologically and marketing related to the existing product.

Horizontal diversification involves the release of new products that are not related to existing, but intended for existing customers of the company.

Conglomerative diversification is a strategy that aims to produce new products that are not related to the company's core business and its sales markets.

Marketing strategies for integrative growth

Integrative growth involves increasing a company's sales, profits, or market share through collaborative efforts with suppliers, resellers, or competitors.

Depending on who the company is cooperating with, the following types of integrative growth strategies are distinguished:

direct integration

reverse integration

vertical integration

horizontal integration

A direct integration strategy involves merging a company with a reseller.

The backward integration strategy involves the integration of the company with the supplier of material and technical resources.

Vertical integration is the union of efforts between the manufacturer's supplier and the intermediary.

Horizontal integration - is provided in case of joining the efforts of the company with a competitor.

Ansoff matrix

Considering the strategy of intensive growth, the following terms are used:

existing product (or old product)

new product

existing market

new market

Varieties of intensive growth strategies are well shown in the I. Ansoff matrix (product-market).

I. Ansoff matrix

The strategy of deep penetration into the market is associated with an increase in sales volumes and market share of the company without changing its product and market positions in the market.

Market development strategy - means adapting the company's existing products to new markets.

A product development strategy is a modification of a company's product or its quality parameters (style, image, expansion of the product line) for existing consumers of the company.

Classification of growth strategies

Provided that the company has a stable development, a strong position in the market and decides (chooses a goal) to increase sales volumes, market shares or expand the scale of its activities, then there are three ways to achieve this goal:

1 - strengthening (intensification) of existing opportunities,

2 - join forces with other enterprises,

3 - access to other areas of business that are not related to the main activities of the company.

With regard to these areas, there are three main types of growth marketing strategies (the term "growth" means the expansion of the scope of activities, and ultimately - sales and profits of the company):

1 - intensive growth,

2 - integrative growth,

3 - diversified growth.

Marketing strategies for selecting a target market

There are five target market selection strategies:

single segment concentration
commodity specialization
segment specialization
selective specialization
full market coverage.

The single-segment concentration strategy involves the selection of one target market segment.

The product specialization strategy provides for the orientation of the company's activities with a certain type of product, which is offered to different groups of consumers.

The strategy of segment specialization is the orientation of the company's activities to meet the needs of the needs of one market segment.

The strategy of selective (selective) specialization is based on the choice of target segments within the entire market without matching to product or segment characteristics.

Full market coverage strategy - the desire to satisfy the needs of the entire market as a whole.

Target segment evaluation process

The target segment is the segment of the market to which the company focuses its activities.

To select the target segment, you need to consider:

1. Segment capacity (consumer demand market potential).

2. Attractiveness of the segment (perspective and profitability).

The prospects of the segment are determined by the pace of development

Segment profitability refers to the ability to generate some profit for the company.

3. The presence of a competitive advantage of the company

4. Compliance with the capabilities of the company

5. Alignment with company goals

6. Market share of the company in the segment

7. Level of competition

Marketing strategies based on market segmentation

Depending on the segmentation of the market, there are strategies of undifferentiated, differentiated and concentrated marketing.

Undifferentiated marketing is based on considering the entire market as a single set of consumers.

Differentiated marketing is based on market segmentation, taking into account the characteristics characteristic of this particular segment.

Concentrated marketing - focused on one small segment of the market.

Principles of effective segmentation

Principles of effective segmentation:

1. The presence of differences among the selected segments

2. Need to pinpoint differences

3. Differences between segments must have a significant difference

4. Each selected segment must be homogeneous (features that unite consumers within a particular segment)

5. The specifics of the segment should be determined by a set of marketing tools.

6. At least one of the selected segments must have sufficient market potential.

Segmentation strategies

STP - marketing (segmenting, targeting, positioning).

Segmenting - market segmentation - the stage of selecting individual consumer groups in the market

Targeting - target market selection - target segments are selected from the selected market segments

Positioning - positioning - determining the position of the company, goods among analogues on the market

The segmentation process begins with determining the size and boundaries of the entire market to be segmented. Further, a set of factors is determined, due to which the market is segmented.

Segmentation factors:

Geographical

Demographic

Social

Psychological

Behavioral

Competition

Competition analysis makes it possible to determine the position of the company in the market, as well as the competitiveness of the goods and services offered.

Competition is the struggle for market share between companies whose customers have similar needs.

F. Kotler identifies several signs of competitive actions:

active (aggressive)

selective

stochastic

passive

Active (aggressive) competitors - react quickly and aggressively to all events taking place on the market.

Selective competitors - compete only in selective indicators, such as price reduction.

Stochastic competitors are characterized by unforeseen actions. Sometimes they react aggressively, and 

sometimes they ignore competitive actions.

Passive competitors practically do not react to the actions of competitors.

During the analysis of competitors, the model of the five forces of competition, which was developed by M. Porter, is important.

Five forces of competition that M. Porter identifies:

competition between manufacturers in the industry

the threat of new competitors

economic opportunities for suppliers

economic opportunities for consumers

substitute goods

Competitive advantage of the company. Part 2

Competitive advantages of the company are external and internal.

External competitive advantages include those indicators that characterize the company's advantage in meeting certain consumer needs. Thus, external competitive advantages form value for the consumer.

External competitive advantages include: product quality, service, company image, consumer knowledge, high level of innovation, and more.

Internal competitive advantages include those indicators that characterize the company's advantages in the price aspects of competition. Thus, internal competitive advantages characterize the value for the manufacturing company and the advantages based on the production and organizational know-how of the company.

Internal competitive advantages include: technology, production efficiency, economies of scale, management efficiency, effective contacts with suppliers, etc.

Competitive advantage of the company. Part 1

A company's competitive advantage is an indicator that characterizes its superiority over competitors in the target market.

Forming a competitive advantage is the basis of a marketing strategy that ensures the company achieves a level of growth and profitability above the average in the market.

The strength of the company turns into a competitive advantage, provided that the indicator has the highest rank.

There are three main areas of competitive advantage:

organizational;

functional;

benefits that are based on relationships with external organizations.

Organizational advantages include the following indicators: high level of company mobility, company size, acquired experience, financial strength, management efficiency.

Functional advantages include indicators of the company's functional services (marketing, production, personnel): company image, size and number of target markets, consumer knowledge, effective pricing strategy, effective promotion strategy, effective distribution and movement of goods strategy, effective sales staff, benefits of service policy , knowledge of competitors, advanced technology, production efficiency, product quality, production mobility, economies of scale, highly qualified personnel.

The benefits, which are based on relationships with external organizations, cover a number of indicators that reflect the image and acquired experience of the company with financial institutions, resellers, political organizations, competitors, suppliers.

Analysis of the strengths and weaknesses of the company

The strengths (advantages) of the company are its features that make it possible to identify and form competitive advantages.

Weaknesses (weaknesses) of the company are those indicators that determine its competitive vulnerability.

The object of the analysis of the strengths and weaknesses of the company are its internal factors. The process of this analysis is shown in the figure below:

At the stage of formation of indicators by which the strengths or weaknesses of the company are determined, five main sections are used - marketing, production, finance, organization, personnel.

Analysis of marketing opportunities and threats

A company's marketing capabilities are the favorable external aspects of a company's marketing activities that can achieve competitive advantage in the sales market.

Marketing threats are unfavorable trends in the development of the marketing external environment that can negatively affect the company's position in the market.

Marketing opportunities and threats are determined based on the analysis of the external marketing environment.

Depending on the ratio of the nature of marketing opportunities and threats of strategic business units, companies are placed in the squares of the matrix:

The ideal strategic business unit encompasses a type of business characterized by high marketing opportunities and low threats.

An attractive strategic business unit has significant marketing opportunities, but also great threats.

A mature strategic business unit is characterized by few marketing opportunities and few threats, which is typical of the maturity stage of the product life cycle.

A dangerous strategic business unit has large marketing threats with little marketing opportunity.

SWOT analysis

Analysis of the strengths and weaknesses of the company, marketing opportunities and threats.

The term "SWOT-analysis" is formed from the first letters of the English words "strength, weakness, opportunities and threats" (Strength, Weakness, Opportunities, Threats).

SWOT-analysis is the internal and external factors of the marketing environment, the analysis of which makes it possible to determine the positive or negative impact on the company's marketing activities.

The main tasks of a SWOT analysis include:

1. Search for marketing opportunities, according to the resources of the company.

2. Identification of marketing threats and development of means to reduce their impact.

3. Finding the strengths of the company and comparing them with market opportunities.

4. Determination of the company's competitive advantages and the formation of strategic priorities.

The essence of the SWOT matrix is the possibility of different combinations of strengths and weaknesses, opportunities and threats to form an optimal marketing strategy for the company according to the conditions of the market environment.

According to the SWOT matrix, there are 4 main types of strategy:

1. A strategy that uses the strengths of the company to realize marketing opportunities. One of the most promising strategies.

2. A strategy that uses the strengths of the company to eliminate marketing threats.

3. A strategy aimed at minimizing the weaknesses of the company through the use of marketing opportunities

4. A strategy aimed at minimizing the company's weaknesses and potential marketing threats.

Forecast of the impact and consequences of changes in the marketing environment

The forecast of the possible impact and changes in the marketing environment covers the analysis of retrospectives and forecasting the future situation based on the development of events.

Forecasting is carried out by extrapolation, modeling and intuition using the Delphi method, cross matrix, scenario development.

The Delphi method involves an individual survey of a certain group of experts regarding the development trend of a particular phenomenon. The results obtained are analyzed, combined, generalized. The summarization results are returned to the respondents.

The extrapolation method does not indicate the reason for the change in the factor, but illuminates the retrospective of its development. This method is effective when it is necessary to study the nature of changes.

The cross matrix is used to clarify the relationship between changes and their degrees of importance. Changes are placed on both sides of the matrix. This ensures that all factors are assigned the same output positions. Events are placed in chronological order and each field, except for the diagonal ones, is considered to determine:

- changes in the probability of occurrence of another factor;

- strengthen or weaken the effect of another factor;

- accelerate or delay the occurrence of another event.

Scripting method. A scenario is a kind of image of the future, which describes the events and conditions by which the situation is described. As a rule, several scenarios are developed, for which appropriate strategies are formulated. Using this method requires determining the number of project scenarios, who will develop them, which areas should be considered priorities, how much time to allocate for development.

Modeling. Once the relationship between cause and effect is established, econometric models are developed to predict economic change. In the event of changes in the conditions and position of factors, corresponding changes are made to the models.

Changes in the marketing environment

To determine the changes in the marketing environment, you can consider the following options:

1) Studying the environment - from external to internal changes

2) Studying the environment - from internal to external changes

In the first case, macro-environment factors are assessed, thereby determining their impact on the company's activities.

In the second case, the factors of the microenvironment and the internal environment of the company are evaluated, thereby taking into account the impact on the macroenvironment.

The process of identifying potential changes forms the basic principles for collecting information and registering changes:

The collection of information can be:

1) Permanent (system for collecting and processing information)

2) Regular (at regular intervals)

3) Random (irregular)

Marketing environment analysis

The sequence of the marketing environment analysis process:

1) Determination of environmental factors that affect the development of the company

2) Assessment of the state of the environment

3) Studying the specific factors of the marketing environment in which the company is located

4) Analysis of strategic positions

5) Analysis of marketing opportunities and threats (SWOT - analysis)

6) Selection and formation of a strategy

Marketing macro environment

The marketing macro environment is the factors that influence the marketing activities of a company.

The marketing macro environment includes:

1. Economic environment

2. Demographics

3. Political environment

4. Scientific and technological progress

5. Culture

6. Natural environment

Factor	Indicators
Economy	Phase of the economic cycle of the country Inflation rate Unemployment rate Gross national product and its dynamics Presence and level of commodity deficit The level of income and purchasing power of the population
Demographics	Population Territorial distribution of the population Level of urbanization Population migration Age composition of the population Birth and death rate Gender composition of the population Marital status of the population
Politics	Political structure Level of political and legislative stability Antitrust regulation Tax law State regulation of foreign trade
Science	Level of innovation activity Introduction of new technologies Directions for the concentration of technological efforts Increasing labor productivity New products
Culture	Social classes Social groups Culture Subculture
Natural environment	Ecology Availability and accessibility of raw materials and natural resources Energy cost

Marketing micro environment

The marketing microenvironment includes:

1) Suppliers
2) Company
3) Competitors
4) Marketing intermediaries
5) Clients
6) Contact Audiences

Marketing intermediaries can be in the following areas:

Logistics companies

Marketing agencies (consulting companies, advertising agencies, marketing research)

Financial intermediaries (banks, insurance companies, others)

In turn, the company includes:

1) Guide
2) Financial department
3) R&D department (research and development work)
4) Purchasing/sales department
5) Production
6) Accounting

A company's marketing environment can have the following types of contact audiences:

1) Financial institutions - banks, investment companies
2) mass media (mass media) - newspapers, magazines, radio, television
3) Public authorities
4) Public organizations
5) Local community
6) Society as a whole
7) Internal contact audiences

Depending on the company and its line of business, customers may fall into the following types of markets:

1) Consumer market (B2C)
2) Industrial market (B2B)
3) Trading and intermediary markets
4) Social security market (schools, hospitals, others)
5) Markets of state structures (state institutions, organizations)
6) International markets

Marketing environment

The marketing environment of a company is a combination of all factors that affect the development of a company and interaction with customers.

According to the definition by F. Kotler, the marketing environment is the subjects and forces that operate outside the company and affect the ability of its management to develop and maintain successful relationships with target customers.

The main task of studying the marketing environment is necessary to understand the position and prospects for the development of the company based on the needs of the target market, helps to determine the goals and capabilities of the company.

In the study of the marketing environment, marketing macro-environment and micro-environment are distinguished.

Marketing plan

The marketing plan consists of:

1) Situational analysis

2) Target markets of the company

3) Marketing goals

4) Marketing strategy

5) Marketing mix (product, price, sales, promotion)

6) Organization of marketing

7) Implementation, evaluation, control

Classification of marketing strategies by features III

9. At the choice of the target market, the following strategies can be:

Product Specialization Strategy

Segment specialization strategy

Single segment specialization strategy

Selective specialization strategy

Full Coverage Strategy

10. Depending on the degree of segmentation of sales markets:

Non-differentiated (aggregated) marketing strategy

Differentiated Marketing Strategy

Concentrated Marketing Strategy

11. According to the matrices of BCG (Boston Consulting Group) and General Electric:

Development strategy

Support strategy

Harvest strategy

Elimination strategy

Classification of marketing strategies by features II

5. Strategies based on one of the elements of the traditional marketing mix:

commodity strategy

pricing strategy

product distribution strategy

promotion strategy

6. Strategies based on competitive advantages.

According to the model of M. Porter, the following strategies are distinguished:

price leadership strategy

differentiation strategy

concentration or focus strategy

7. Strategies according to the competitive position of the company:

market leader strategy

challenger strategy

follower strategy

market niche strategy

8. Strategies depending on the type of differentiation:

product differentiation strategy

image differentiation strategy

service differentiation strategies

personnel differentiation strategy

Classification of marketing strategies by features I

1. According to the timing of implementation, marketing strategies can be:

 

long-term 

medium-term 

short-term 

2. Based on the life cycle of goods, marketing strategies can be created according to the life stage of the product: 

1st stage of the life cycle - introducing the product to the market

2nd stage - is an increase in the product (s) 

3rd stage - the stage of maturity or saturation 

4th stage - this is a period of decline, when the product loses its position in the market 

3. Based on market demand, the following strategies are distinguished:

incentive marketing - at zero demand

supportive marketing - with full demand

remarketing - when demand decreases

demarketing - when there is hype

synchromarketing - seasonal demand

conversion marketing - negative demand

creative marketing

developmental marketing - when there is a latent (hidden) demand

individual marketing - unique demand

counter-marketing - when demand is undesirable

4. Based on the economic condition of the company, the following types of marketing strategies can be distinguished:

A survival strategy is a defensive strategy that is applied in the face of a difficult economic situation for a company. The purpose of this strategy is to get out of the difficult situation of the company by changing the existing marketing mix in the company.

The stabilization strategy is used in case of a fall in the company's key indicators. This strategy is designed to stabilize and improve performance.

The growth strategy is designed to grow sales, profits, capital and other indicators.

Classification of marketing strategies

Marketing strategies: 

1. By the timing of implementation 

2. Based on the life cycle of the company's products 

3. Based on market demand 

4. Based on the economic situation of the company 

5. Based on the marketing mix 

6. Based on competitive advantages 

7. Based on the competitive position of the company 

8. Based on the type of differentiation 

9. Based on the choice of the target market for the company 

10. Based on the degree of segmentation of the sales market 

11. According to the BCG and General Electric matrices, based on the indicators of the company's market share, market growth rate, competitiveness, market attractiveness

Marketing complex

Marketing mixes: 

The 4P mix used in traditional marketing. 

The 7P complex is a more advanced version, which, in addition to the main 4Ps, is supplemented by other "Ps". This complex is applied to services. 

As well as alternative options for marketing complexes - 4C, 4A, 4D. 

Complex 4P 

1) Product (product) 

2) Price (price) 

3) Place (sales, distribution, distribution) 

4) Promotion (promotion) 

Complex 7P 

1) 4P (product, price, place, promotion) + 

2) Process (process ) 

3) Physical evidence (physical confirmation) 

4) People (personnel) 

Currently, there are more than a dozen options for "P". 

Alternative types of complexes: 

Complex 4C - this complex is more focused on the consumer than on the product 

1) Customer needs (needs) 

2) Cost (cost) 

3) Convenience (convenience) 

4) Communication (awareness) 

Complex 4A 

1) Acceptability (acceptability) 

2) Affordability (ability to acquire) 

3) Availability (presence) 

4) Awareness (awareness) 

Complex 4D 

1) Data base management (database management) 

2) Design strategic (strategic design) 

3) Direct Marketing (direct marketing) 

4) Differentiation (differentiation)

Elements of strategic marketing

The process of forming a marketing strategy is defined by incoming and outgoing elements. 

Incoming elements are the basis for developing a marketing strategy. 

The composition of the elements includes - the goals of the company and the factors of the marketing environment. 

Outcomes are based on strategic marketing mix decisions, i.e. 4Ps in traditional marketing or 7Ps in services marketing mix.

There are also several alternative marketing mix options, such as: 4C, 4A, 4D.

More about categories of strategic marketing III

The company's market share is the share of the company's products with the total capacity of a particular sales market.

 

The relative market share of the company characterizes the competitive position in the market. It is defined as the ratio of a company's market share to the market share of its strongest competitor.

More about categories of strategic marketing II

A company's business portfolio is the totality of all strategic business units (SBUs) of a company.

When managing a business portfolio, strategic marketing performs the following tasks:

1) strengthening the positions of the most profitable SBPs

2) development, investment in promising SBP

3) excludes unpromising and least profitable SBPs

4) formation of new SBPs

Marketing goals.

Criteria that are important to consider when compiling marketing goals:

1) Hierarchy

2) Measurable certainty (specific and quantitative indicators)

3) Reality of goals (coordination with real possibilities)

4) Flexibility of goals (the ability to make changes)

5) Compatibility of goals (one goal does not exclude the possibility of achieving another)

More about categories of strategic marketing I

The mission of the company - summarizes the purpose of any activity. The main factors that determine the company's mission:

 

1) the range of needs that are satisfied by the company 

2) the range of the company's consumers 

3) the goods that the company produces 

4) the company's competitive advantages Strategic business unit (SBP) is a dedicated business unit of the company. 

An SBP may include company divisions, several product groups, or even one product or TM (trademark).

 

The main characteristics of the SBP:

 

1) a certain type of product that includes goods or services 

2) specific needs that need to be satisfied 

3) a certain group of consumers 

4) the competitive advantages of the company The similarity of categories (mission and SBP) is obvious. The difference is that the mission generalizes and defines the company's priorities, while the SBP is the basis for the company's strategic planning.

Categories of strategic marketing

Main categories in marketing strategy:

1. Mission

2. Strategic business unit (SBP) --(strategic business unit)

3. Marketing goals

4. Business portfolio

5. Company market share

6. Relative market share of the company 

 

Marketing process

The structure of the marketing process is: 

1) Planning 

2) Implementation 

3) Control 

When forming the work processes of a company (firm), small or large enterprise, it is important to determine the planning process. 

In this way, goals can be defined, after which a strategy is developed. 

Implementation involves the introduction of processes at the level of management of all company resources. 

The control function is responsible for the implementation and achievement of goals.

Strategic Marketing

Strategic marketing & company management structure. 

- categories of strategic marketing 

- types and elements of marketing strategies 

- marketing strategic planning