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BUSINESS STRATEGY – STRATEGIC MARKETING
A marketing strategy is a process that can allow an organization to concentrate its limited resources on the
greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing
strategy should be centered around the key concept that customer satisfaction is the main goal.
A GENERAL CORPORATE MARKETING STRATEGY:
A marketing strategy is most effective when it is an integral component of corporate strategy, defining how
the organization will successfully engage customers, prospects, and competitors in the market arena.
Corporate 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.
1) Target Audience
2) Proposition/Key Elements
SECTORIAL TACTICS & ACTIONS:
A marketing strategy can serve as the foundation of a marketing plan. A marketing plan contains a set of
specific actions required to successfully implement a marketing strategy. For example: "Use a low cost
product to attract consumers. Once our organization, via our low cost product, has established a relationship
with consumers, our organization will sell additional, higher-margin products and services that enhance the
consumer's interaction with the low-cost product or service."
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A strategy consists of a well thought out series of tactics to make a marketing plan more effective. Marketing
strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach
marketing objectives. Plans and objectives are generally tested for measurable results.
A marketing strategy often integrates an organization's marketing goals, policies, and action sequences
(tactics) into a cohesive whole. Similarly, the various strands of the strategy , which might include
advertising, channel marketing, internet marketing, promotion and public relations can be orchestrated. Many
companies cascade a strategy throughout an organization, by creating strategy tactics that then become
strategy goals for the next level or group. Each one group is expected to take that strategy goal and develop
a set of tactics to achieve that goal. This is why it is important to make each strategy goal measurable.
Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned.
TYPES OF MARKETING STRATEGIES:
Marketing strategies may differ depending on the unique situation of the individual business. However there
are a number of ways of categorizing some generic strategies. A brief description of the most common
categorizing schemes is presented below:
• Strategies based on market dominance - In this scheme, firms are classified based on their market
share or dominance of an industry. Typically there are three types of market dominance strategies:
• Porter generic strategies - strategy on the dimensions of strategic scope and strategic strength.
Strategic scope refers to the market penetration while strategic strength refers to the firm’s
sustainable competitive advantage.
o Product differentiation
o Market segmentation
• Innovation strategies - This deals with the firm's rate of the new product development and business
model innovation. It asks whether the company is on the cutting edge of technology and business
innovation. There are three types:
o Close followers
o Late followers
• Growth strategies - In this scheme we ask the question, “How should the firm grow?”. There are a
number of different ways of answering that question, but the most common gives four answers:
o Horizontal integration
o Vertical integration
A more detailed scheme uses the categories:
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STRATEGIC MARKETING MODELS:
Marketing participants often employ strategic models and tools to analyze marketing decisions. When
beginning a strategic analysis, the 3Cs [corporation, customer, competition] can be employed to get a broad
understanding of the strategic environment. An Ansoff Matrix is also often used to convey an organization's
strategic positioning of their marketing mix. The 4Ps [Product, Price, Placing, Promotion] can then be utilized
to form a marketing plan to pursue a defined strategy.
* The Ansoff Matrix
There are a many companies especially those in the Consumer Package Goods (CPG) market that adopt
the theory of running their business centered around Consumer, Shopper & Retailer needs. Their Marketing
departments spend quality time looking for "Growth Opportunities" in their categories by identifying relevant
insights (both mindsets and behaviors) on their target Consumers, Shoppers and retail partners. These
Growth Opportunities emerge from changes in market trends, segment dynamics changing and also internal
brand or operational business challenges. The Marketing team can then prioritize these Growth
Opportunities and begin to develop strategies to exploit the opportunities that could include new or adapted
products, services as well as changes to the 7Ps.
Real-life marketing primarily revolves around the application of a great deal of common-sense; dealing with a
limited number of factors, in an environment of imperfect information and limited resources complicated by
uncertainty and tight timescales. Use of classical marketing techniques, in these circumstances, is inevitably
partial and uneven.
Thus, for example, many new products will emerge from irrational processes and the rational development
process may be used (if at all) to screen out the worst non-runners. The design of the advertising, and the
packaging, will be the output of the creative minds employed; which management will then screen, often by
'gut-reaction', to ensure that it is reasonable.
For most of their time, marketing managers use intuition and experience to analyze and handle the complex,
and unique, situations being faced; without easy reference to theory. This will often be 'flying by the seat of
the pants', or 'gut-reaction'; where the overall strategy, coupled with the knowledge of the customer which
has been absorbed almost by a process of osmosis, will determine the quality of the marketing employed.
This, almost instinctive management, is what is sometimes called 'coarse marketing'; to distinguish it from
the refined, aesthetically pleasing, form favored by the theorists.
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CUSTOMER FOCUS MODELS:
Many companies today have a customer focus (or market orientation). This implies that the company
focuses its activities and products on consumer demands. Generally there are three ways of doing this: the
customer-driven approach, the sense of identifying market changes and the product innovation approach.
In the consumer-driven approach, consumer wants are the drivers of all strategic marketing decisions. No
strategy is pursued until it passes the test of consumer research. Every aspect of a market offering, including
the nature of the product itself, is driven by the needs of potential consumers. The starting point is always the
consumer. The rationale for this approach is that there is no point spending R&D funds developing products
that people will not buy. History attests to many products that were commercial failures in spite of being
A formal approach to this customer-focused marketing is known as SIVA (Solution, Information, Value,
Access). This system is basically the four Ps renamed and reworded to provide a customer focus.
The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side
model (product, price, place, promotion) of marketing management.
Product → Solution
Promotion → Information
Price → Value
Placement → Access
The four elements of the SIVA model are:
1. Solution: How appropriate is the solution to the customer's problem/need?
2. Information: Does the customer know about the solution? If so, how and from whom do they know
enough to let them make a buying decision?
3. Value: Does the customer know the value of the transaction, what it will cost, what are the benefits,
what might they have to sacrifice, what will be their reward?
4. Access: Where can the customer find the solution? How easily/locally/remotely can they buy it and
This model was proposed by Chekitan Dev and Don Schultz in the Marketing Management Journal of the
American Marketing Association, and presented by them in Market Leader, the journal of the Marketing
Society in the UK.
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PRODUCT FOCUS MODELS:
In a product innovation approach, the company pursues product innovation, then tries to develop a market
for the product. Product innovation drives the process and marketing research is conducted primarily to
ensure that profitable market segment(s) exist for the innovation. The rationale is that customers may not
know what options will be available to them in the future so we should not expect them to tell us what they
will buy in the future. However, marketers can aggressively over-pursue product innovation and try to
overcapitalize on a niche. When pursuing a product innovation approach, marketers must ensure that they
have a varied and multi-tiered approach to product innovation. It is claimed that if Thomas Edison depended
on marketing research he would have produced larger candles rather than inventing light bulbs. Many firms,
such as research and development focused companies, successfully focus on product innovation. Many
purists doubt whether this is really a form of marketing orientation at all, because of the ex post status of
consumer research. Some even question whether it is marketing.
• An emerging area of study and practice concerns internal marketing, or how employees are trained
and managed to deliver the brand in a way that positively impacts the acquisition and retention of
customers (employer branding).
• Diffusion of innovations research explores how and why people adopt new products, services and
• A relatively new form of marketing uses the Internet and is called Internet marketing or more
generally e-marketing, affiliate marketing, desktop advertising or online marketing. It tries to perfect
the segmentation strategy used in traditional marketing. It targets its audience more precisely, and is
sometimes called personalized marketing or one-to-one marketing.
• With consumers' eroding attention span and willingness to give time to advertising messages,
marketers are turning to forms of permission marketing such as branded content, custom media and
• The use of herd behavior in marketing.
The Economist reported a recent conference in Rome on the subject of the simulation of adaptive
human behavior. It shared mechanisms to increase impulse buying and get people "to buy more by
playing on the herd instinct." The basic idea is that people will buy more of products that are seen to
be popular, and several feedback mechanisms to get product popularity information to consumers
are mentioned, including smart-cart technology and the use of Radio Frequency Identification Tag
technology. A "swarm-moves" model was introduced by a Princeton researcher, which is appealing
to supermarkets because it can "increase sales without the need to give people discounts." Large
retailers Wal-Mart in the United States and Tesco in Britain plan to test the technology in spring 2007
Marketing is also used to promote business' products and is a great way to promote the business.
Other recent studies on the "power of social influence" include an "artificial music market in which
some 14,000 people downloaded previously unknown songs" (Columbia University, New York); a
Japanese chain of convenience stores which orders its products based on "sales data from
department stores and research companies;" a Massachusetts company exploiting knowledge of
social networking to improve sales; and online retailers who are increasingly informing consumers
about "which products are popular with like-minded consumers" (e.g., Amazon, eBay).
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Driven by a love and passion to help others; Amaresh Wardha has worked for 13
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