Strategic Marketing

by
Jim Blythe
Definition: Strategic Marketing
Strategies are meant to ends, and these
ends concern the purpose and objectives
of the organization. They are the things
that business do, the paths they follow
and the decisions they take in order to
reach certain points and levels of Success
Strategic planning is to work towards the
Organizations Objectives.

Gain Competitive Advantage
Profitability
Growth in Market Share
Increase Share holders Value
Achieving Stability

The Nature of Strategy
Three Dimensions of Strategy
Process: The Ways in which strategy comes about.
How, why & when of Strategy

Content: What should be the Strategy?

Context: Where of Strategy. Environment.
Strategy Process
Analysis

Formulation

Implementation
Strategy Content
Three Fundamental Levels of strategy present
in an organization:
Functional Level

Business Level

Corporate Level

Industry/Enterprise Level

Strategy Context

Internal Environment

Industry Environment

International Environment


Organization exist to FULFILL a Purpose and
Strategy is intended as a guide towards
reaching that purpose.
Marketing strategy & Corporate
Strategy
Functionally:
Marketing Strategy is concerned with four
Ps
Corporate Strategy stands above
marketing strategy.
Customer Oriented Firm:
Both are indistinguishable
Marketing Management

Identify Needs
Develop methods to meet those needs
Promote Products
Handle the exchange Process
Monitor
Strategy & Tactics

Strategy: Where we want to be?

Tactics: How we get there?

e.g. Spending a Weekend in another city.
Difference
Strategic Thinking
Difficult/Impossible to
reverse
Involve overall
direction
Long Term
Cant Run parallel with
other strategies
Tactical Thinking
Easy to modify


Short Term
Can be run alongside
with other tactics
Strategic Planning System
Formal Planning Stable Conditions, Predictable
Environment
Visionary Leadership
Knows the organizational workings and can adapt
and implement strategies

Adaptive Strategic Change (Innovation),
Decentralization, empowerment, accountability

Incremental Strategic Change (Halfway house
between fully planned and decentralization)
Strategic Planning System Contd..
These types are not mutually exclusive.

Switch in Planning style is based on
Circumstances

Planning is not a linear process. It is
Cyclical in nature
The Written Document
Vision Statement: What the Company is
to become in the long term in future?

Mission Statement: Reason of
Organizations Existence ( Purpose of
Organization). Differentiating Point.

Objective Statement: Short-term &
Medium Term Objectives


Market-Oriented Mission Statement
A mission statement
asks..
What is our
business?
Who is the customer?
What do consumers
value?
What should our
business be?

A mission statement
should be:
An invisible hand
Neither too narrow
nor too broad
Fitting of market
environment
Based on distinctive
competencies
Motivating