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