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Marketing strategy is more than just promoting the right product in the right place at the right time. You will need to do a lot of thinking and analysis before you understand how to successfully sell your product and how to develop an effective marketing strategy.

Start asking yourself the right questions:

  • Who are our clients?
  • Who are our competitors and why?
  • What market trends can we take advantage of?

These are just three of dozens of questions to which you have to find the answer. Our article contains several tips on how not to make mistakes.

Key elements of a marketing strategy

There are many tools that help you develop a marketing strategy, but there is no single right one, so you need to learn how to combine them.

Four elements of marketing strategy:

  1. Situational analysis.
  2. Consumer analysis.
  3. Competitive analysis.
  4. Promotion strategy.

Let's look at each element separately.

Situational analysis

It helps identify trends, tendencies, opportunities, potential threats and factors for success.

The first step is to look at the overall market picture. The following tools are suitable for this:

  • . Helps you consider political, economic, sociocultural and technological changes in the market.
  • Porter's Five Forces. Created for in-depth market research.
  • . It will help you identify the strengths and weaknesses of your company and find opportunities to improve your competitive position.
  • VRIO. Helps identify organizational resources.

Consumer analysis

Now that you have an idea of ​​the market, it's time to think about the consumer. Find out who your future client is and how exactly to provide him with a unique product at an affordable price.

The best way to do this is through market segmentation. This way you can focus on the group of people who need your products.

Ask yourself the following questions:

  • What segments currently exist?
  • How big is each segment?
  • Is it growing or falling?
  • How profitable is it?

Gather all the necessary information: determine the geographic, psychographic (needs, values, worldview, fears) and demographic characteristics of your customers.

Market goals

Now you need to think about the direction in which you will move. Key questions:

  • What segments are you targeting?
  • How do you want to be perceived?
  • How will you promote your brand?

Solutions will boost yours and give you an edge.

Competitive Analysis

You need to understand the strengths and weaknesses of your competitors and their products to develop the best value proposition.

Key questions:

  • Who are your main competitors?
  • What market positions do they occupy?
  • What do they offer that you don't?
  • What are their strengths and weaknesses?
  • What is their unique value proposition?
  • What future steps can you foresee for them?
  • What competitive steps do you intend to take?

Promotion strategy

At this stage, you must make tactical decisions that will help achieve your marketing goals.

Key questions:

  • What are your marketing goals for the next six months? Year? Five years?
  • What metrics will you use to measure and track success?
  • What pricing strategy will you use?
  • How will you promote your product?
  • How will you distribute and sell your product?

Only consistent planning and information gathering can help you develop an effective marketing strategy. Periodically return to the previous stages and adjust it, because everything in the world changes very quickly.

We wish you good luck!

“Strategy” is taken from the military lexicon, where it means planning and bringing into life half of the country using all available resources. In a general sense, the concept is used to denote the adoption of broad measures or approaches.

Strategy– the process of formulating long-term goals and intentions of the enterprise, choosing the direction of activity and the corresponding distribution of those resources that are necessary to achieve further goals. Page is the art of management, a general plan for conducting work in various areas of economic activity; opportunities in business are associated with the rapid development of technology, increasing consumption requirements, and tougher competition on the global market. Under these conditions, the company's success is largely due to its ability to constantly adjust its strategy. The company's advantages of market orientation lie in the close relationship of their corporate and marketing strategies.

Corporate strategy– the interrelation of all kinds of components of the economic activities of companies, for example, the creation of consumer value.

Corporate strategy is formed by:

1. management decisions that determine the company’s goals

2. practical actions, for example, to achieve these goals.

Thus, the corporate strategic plan sets the scale of the activity and the strategic goal, tactical tasks, determine the process of planning the sequence of necessary actions and the required resources to achieve this goal . Mark strategy designed to answer the questions: how, when and where.

Mark.page presented is a process consisting of stages of analysis, planning, implementation and control, for example, to satisfy needs and preferred consumption by providing exceptional value.

The layout of the marking page provides for:

1. identification of target market segments and positioning strategies

2.development of strategies, for example to maintain relationships with consumers

3.times of planning strategies for new products

4.choice of strata. sales, promotion and central security

5.implementation and management of strategies

44. Marketing strategies in the system of general corporate management.

45. General characteristics of enterprise growth strategies using the “product-market” matrix.

Growth Strategies

General characteristics

Corporate strategy is a general management plan for a diversified company. Its development includes 4-components:

1) Geographic growth vector – determining the direction and scale of future areas of activity;

2) Competitive advantage that will manifest itself in various areas of activity;

3) Synergy;

4) Strategic flexibility (due to activities in various areas).

All the diversity of corporate strategies comes down to four species:

1 . Growth strategy (offensive);

2 . Stabilization strategy (offensive-defensive);

3. Survival strategy (defensive);

4. Combination strategy.

Growth strategy– increasing production by penetrating and capturing new markets; implemented in dynamically developing industries and market segments.

Growth can be either external (in the form of vertical and horizontal growth), expressed in the form of a struggle to increase or maintain its market share, or internal (expanding the range, active marketing policy, innovation, etc.).

If production occupies other market positions, has stable development and chooses the growth of sales markets, profits and capital as its goal, then there is 3 strategic directions:

1) intensification of existing capabilities;

2) combining goals with other productions;

3) entering other areas of business not related to the main activity.

In accordance with these directions, the following growth strategies are distinguished:

Growth rate;

Integrated growth;

Strategy refers to a plan or method of any activity, presented in general form for a long period of time.

The strategy is developed in any direction in order to make the most efficient use of available resources to achieve the main goal.

A marketing strategy is part of a company's overall corporate strategy and aims to describe how the company should use its limited resources in order to grow in the long term. It represents an element of the company’s marketing plan and is more descriptive in nature, suggesting not the specific actions themselves, but only their direction.

Concept, objectives and application of marketing strategies

Marketing strategy should be understood as the process of planning and subsequent implementation of various activities in the field of marketing of an organization, which are aimed at achieving the goals set for the company.

Since the marketing strategy is included as an integral element in the overall strategy of the company, it helps outline the main directions of the organization’s activities in the market space in relation to consumers and competitors.

The development of a marketing strategy will be influenced by the main goals of the company’s activities, its current market position, the resource potential of the organization, an assessment of its market prospects and possible actions of competitors.

Main goals Marketing strategy usually includes:

  • an increase in sales volume, which can occur in two ways: by increasing the flow of customers or the number of orders;
  • company increase;
  • ensuring the attractiveness of products for a particular target audience;
  • winning a larger share of the market space;
  • achieving leadership positions in your market segment.

The goals of the marketing strategy should not contradict the main mission of the company and the strategic goals of the business as a whole. Marketing strategies are also subject to all marketing activities of the company (advertising, public relations, sales organization, etc.).

It represents the gradual implementation of an interrelated set of operational-level strategies, which include sales, advertising, pricing strategies, etc. In the modern world, companies often do not simply maintain or increase the share of the existing market, but search for new markets.

Since the market situation is always dynamic, the marketing strategy is also characterized by flexibility, mobility, and the ability to constantly be adjusted. There is no single marketing strategy that is suitable for all types of companies and products. To increase sales of a particular company or promote a certain type of product, separate development of areas of activity is required.

Species

The classification of marketing strategies can be based on various characteristics.

The most common is the division of known marketing strategies to the following groups of strategies:

  1. Concentrated growth. It is assumed that the market for the product will change or the product itself will be improved (modernized). Most often, such strategies are aimed at fighting competitors to gain an expanded market share (“horizontal development”), searching for markets for existing products, and improving the products themselves.
  2. Integrated growth. They pursue the goal of expanding the structure of the enterprise through “vertical development” - the start of production of new goods or services. As part of the implementation of this type of strategy, it is planned to monitor the company’s branches, suppliers and dealers, as well as to influence the final buyers of products.
  3. Diversified growth. They are used if the enterprise does not have the opportunity to develop under current market conditions with a certain type of product. A company can focus on producing a new product, but at the expense of old, existing resources, and the product may differ slightly from those already produced or be completely new.
  4. Abbreviations. Aimed at increasing the efficiency of the enterprise after a long period of its development. In this case, both the reorganization of the company (for example, the reduction of individual divisions) and its liquidation (for example, a gradual reduction of activities to zero while simultaneously obtaining the maximum possible income) can be carried out.

Also, the marketing strategy of an enterprise can be focused both on the entire market and on its individual target segments. In this case, they can be implemented three main strategic directions:

In addition, marketing strategies can be distinguished by means of marketing, which the enterprise is more focused on:

  • Commodity;
  • Price;
  • Branded;
  • Advertising.

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Formation and development stages

Formation marketing strategy occurs in 4 stages:

  • The stage of analyzing the organization's marketing capabilities. It is an assessment of the strengths and weaknesses of the functioning of an enterprise, its advantages in a particular market and possible risks;
  • The stage of selecting markets for operation. It involves conducting an analysis of supply and demand, considering a certain type of market, its pros and cons, consumer composition, as well as the need for the products that the enterprise produces;
  • Marketing program development stage. It consists of determining the features of the pricing policy, methods of positioning a particular product on the market, conducting an advertising campaign, as well as monitoring the sales of products;
  • Stage of approval and implementation of marketing programs. It assumes their reasonable analysis in the context of the provisions of the general strategy of the organization and crisis management.

Capable of forming a marketing strategy influence the following actions:

  • detailed analysis of the market state, identifying its key segments;
  • assessment of the current financial condition of the company;
  • analysis of the enterprise’s activities in a competitive environment, as well as the actions of competitors;
  • analysis of strategic alternatives and choice of marketing strategy;
  • approximate economic assessment of the chosen strategy;
  • determination of methods for monitoring the implementation of the marketing strategy.

Structure and content

The following structure of the marketing strategy can be distinguished:

Definition various marketing strategies:

Features of marketing strategies in various directions

Marketing Strategies in trade involve conducting a continuous systematic analysis of market needs, which will contribute to the development of those products that are needed by specific target groups. These products have special properties that distinguish them from competitors' products and provide them with an undeniable competitive advantage.

Marketing Strategies in construction involve ensuring a rational organization of production, reducing, efficient use of resources, increasing, and the ability to adapt to the market in conditions of increased competition. These strategies set the direction of the organization’s activities in the market, facilitate the coordination of the marketing components of each division of the construction organization, and allow for the effective use of available resources.

Marketing Strategies in finance provide not only the search for effective directions and methods for selling financial products, but also the identification of ways to diversify the company’s services, as well as the formation of the organization’s anti-crisis policy.

Evaluation and analysis of effectiveness

Performance assessment marketing strategy of an enterprise allows you to understand whether its concept was chosen correctly, as well as to monitor the implementation of your goals.

For this it is necessary carry out a detailed analysis several components of a marketing strategy:

Marketing audit will give an opportunity see the degree of deviation of strategic marketing results from planned ones. If they differ significantly, it makes sense to reconsider the strategy, or completely abandon it and choose an alternative one. If the design is carried out successfully, this allows the company to achieve high results in the long term and take a leading market position.

Marketing strategies in crisis management

A marketing strategy is developed, among other things, for the organization’s behavior in the market in conditions of tough opposition to negative environmental factors. It is implemented within the framework of crisis management, when the company receives a focus on achieving the best position in modern market conditions.

Implementation of the entire set of measures that make up the marketing strategy will help the organization overcome the crisis with the least administrative and financial costs. Marketing strategies, as an important part of the overall anti-crisis development strategy of an enterprise, occupy a leading place in determining various methods for overcoming the crisis. For this purpose, marketing strategies for pre-crisis, crisis and post-crisis management are being developed.

For information on the rules for developing a marketing strategy, see the following video lesson.
Part 1:

What are the components of a marketing strategy?

Before we look at marketing communications strategy, let's find out what we need in a marketing strategy. What are its key components? Why might it be incomplete? These are not easy questions, since there is not yet complete agreement among experts in this regard. There are several points of view regarding what should be in a strategy and what is not required. Below are a number of options to determine your marketing strategy. Their analysis shows that many approaches of experts to this concept are intersecting.

    The right products in the right markets

Strategic marketing focuses on choosing the right products for the right ones, i.e. growing markets entering them at the right time (Jain, 1993).

    Clear definition of market, competitive strength and performance indicators

A good marketing strategy can be characterized by: A) clear definition of the market; b) good fit between corporate strengths and market needs; V) performance that is comparable to competitors in key business drivers for success (Jain, 1993).

    Scope of activity, goals, resources, competitive advantage, functions

Here you can list the following: scale of business activity (product portfolio); levels of integration; goals; identification of a strategic business unit (in this case, managers know well what they are personally responsible for); resource allocation; developing sustainable competitive advantage; effective functional strategy (production and marketing policies); synergies between resources and management capabilities, especially in terms of managing different strategic business units (Doyle, 1994).

    Business scale, size, time, exit from the market

Here attention is paid to the following aspects: market scale (serving the entire market or breaking it down into segments); geographic size (local, regional, national or international market); time to market (first or last); degree of involvement (achieving dominance in the market or occupying the role of an ordinary participant in it); weakening of the position, i.e. exit from a market when a company's overall benefits (either current or potential) are less than those it can obtain elsewhere (Jain, 1993).

Three Cs: customer, competition and corporation

In the current market environment, marketing strategy is mainly determined by the interaction of three forces known as the strategic three Cs: customer, competition and corporation. Marketing strategies focus on the ways in which a corporation can effectively differentiate itself from competitors by capitalizing on distinctive strengths that enable it to provide greater value to customers (Jain, 1993).

Thus, the components can be summarized as follows:

    products;

    markets/consumers;

    strength/competitive advantage;

    scale of activity;

The individual components of a marketing communications strategy are discussed in Chapter 5. Before that, let's look at some questions that will help us when developing any type of strategy.