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