Marketing Strategy Introduction

STRATEGY is:

* a plan for a purpose. You have a certain objective – “I want to make profits”

* an answer to: how and where to compete, what should I do to achieve my goal above.

DISTINCTION BETWEEN STRATEGY AND MARKETING STRATEGY:

* marketing strategy is an element of strategy,

* marketing strategy links the business to the outside: customers and competitors.

Marketing Strategy: direction of the company future: maintaining strong position on the market. It is an element of general strategy of the company but it basically answers the question: Which doors you could and should open and which one you should close. Besides, Marketing looks at the company from the Consumers’ perspective as well as from the Competitions’ view. Most of all, marketing strategy connects the business to the outside world (customers, competitors).

ADAPTING TO NEW SITUATIONS: Madonna case. She has been in the industry for over 25 years and she has been brilliantly and changing her image depending on actual fashion, trends, times and other aspects. She is like a never ending story in a good way, like a constantly renewable and very successful business. She never failed to surprise her audience (customers) and she was always ahead from her competition.

Motto: “You've got to die a thousand deaths and come out on the other side.”

WHAT’S IMPORTANT IN STRATEGY IS OF COURSE WHAT A FIRM WILL DO, BUT SOMETIMES IT’S EVEN MORE SIGNIFICANT WHAT A FIRM WILL NOT DO.

Change your plans sometimes but understand your limitations (e.g. an aging workforce).

Marketing department is the only one who puts the company is on the market, assets it potential, connects it with the clients. It is evaluating what it is to the competition and customers.

MARKETING BRIDGES THE COMPANY WITH ITS EXTERNAL REALITIES, BOTH PRESENT AND FUTURE.

Make sure you do not only concentrate on the present

(NOKIA case – stuck in the present – people no longer need only cellphones for conversations, they need a...