Marketing strategy

The term marketing strategy refers to a long-term oriented, planned approach to the realization of marketing objectives within the framework of a marketing plan. Here are three perspectives can be distinguished. One is to the marketing strategy as a function of several strategies such as production, research, personnel or interpret sales strategy. According to the second view, the marketing strategy is equated with the corporate strategy. The third perspective describes the marketing strategy as the primary or dominant function strategy, according to which the other strategies have to address. That's according to the compensation law of planning by Erich Gutenberg especially the case if the marketing is the key bottleneck in the company (usually in saturated markets ).

If all companies use to customers and market share are the same, from theory known ( in business schools taught ) and practice strategies in the competition, they can hardly achieve a competitive advantage. Costas Markides is why proposes a very simple definition of the term. Accordingly, there is a successful marketing strategy from five to six creative ideas on how you can win this competition. See, for example, competition in the market for smartphones.

Examples of basic marketing strategies are:

• Classification according to different perspectives: Growth since the expansion, consolidation, shrinkage
• Competition: Attack, Defense, Dodge, overtaking
• Portfolio: levies, investment, segmentation, differentiation
• Integration: forward ( towards the final product ), reverse (for raw material out ), lateral ( both)
• Synergy: material, technology, sales and personnel -oriented
• Width: Concentration ( on core competencies ), scattering ( on multiple products and markets)
• Development: innovation, penetration ( new segments for the same product ), market development ( creation of new markets or applications ), product development (new versions of products or services )

• Market selection strategy (market area, market positioning, market coverage strategy, market strategy area )
• Market participant strategy ( customer, competition, trade, sophisticated group -oriented strategies)

A marketing strategy is the basis for planning the optimal combination of marketing tools, such as product, pricing, distribution strategy, communication strategy ( marketing mix ).

In order to find marketing strategies and their evaluation are different methods of analysis ( SWOT analysis, portfolio model, PIMS, gap analysis, experience curve, life-cycle models, etc. ). Through these and other analyzes, the initial situation of the company is to be determined as accurately as possible. The following are the descriptions and definitions of the objectives, the planning of measures to achieve the goals, the implementation of the measures and the performance review.