Blog Article

Strategic marketing decisions are made as part of the iterative strategy creation process. In order to
maintain a lasting competitive edge, a firm takes these decisions in reaction to the changing aspects of
the marketing environment (Ajo, 2010). Strategic marketing decisions are necessary throughout the
process of analysis, strategic choice, and execution as part of the problem-solving process. Marketing
objectives to support business strategy, goods to sell, market segments to target, and market position
tactics are among the main strategic decisions made within the marketing department (Morgan, 2019).
In this blog three marketing strategic decisions adopted by organizations are evaluated and reviewed.

The first strategic decision focused here is the decisions of the organization to develop innovative
products. A product innovation is the introduction of a new or considerably enhanced products or
service in terms of its features or intended applications. Significant advancements in technical
standards, components and materials, integrated software, user friendliness, or other functional
qualities are examples of this. The emergence of more consumer choice than ever before, fueled by a
plethora of digital platforms, is leading in ever-changing customer expectations (Morgan, 2018). As a
result, there is a higher need for more customization, or the capacity to sell, advertise to, and even
design products or services that cater to specific consumer preferences.

Another strategic decision that companies adopt is making their customers want to belong to that
community. This is a common marketing strategy that is followed within Apple. This will assist the
company to increase their market share. Consider community-building to be a series of incremental
actions of cooperation, huge and little partnerships that necessitate trust from the firm or initial leader
(Isabelle Szmigin, 2005). The companies provide products that are unique to that particular customer
community. This is a common strategic decision that most corporations have gone in to.

The third marketing strategic decision that will be adopted by corporations is paying attention to their
customer loyalty programs. Companies do massive marketing through these loyalty programs. Retailers
and other companies that sponsor loyalty programs give prizes, discounts, and other unique incentives
to recruit and keep consumers (Mark D. Uncles, 2003). They are intended to stimulate repeat business
by providing an incentive for shop or brand loyalty. The fundamental goal of a loyalty program is to keep
consumers by paying them for recurring purchases. These marketing strategies are formulated to attract
more customers to their businesses.
These strategic decision-making approaches are essential for organizations to improve its state from the
lowest level. By implementing these decisions at the lowest levels of the organization, the company will
be able to attract smaller customer bases and move up to higher stages. This also will assist the
company to create brand awareness within the industry.

References

Ajo, M., 2010. STRATEGIC MARKETING. s.l.:s.n.

Isabelle Szmigin, L. C. ,. A. E. R., 2005. Online community: enhancing the relationship marketing concept
through customer bonding. International Journal of Service Industry Management, 8(4), pp. 731-736.

Mark D. Uncles, G. R. D. ,. K. H., 2003. Customer loyalty and customer loyalty programs. Journal of
Consumer Marketing, 5(3), pp. 657-659.

Morgan, N. A., 2018. Research in Marketing Strategy. Journal of the Academy of Marketing Science, 5(2),
pp. 872-879.

Morgan, N. A., 2019. RESEARCH IN MARKETING STRATEGY, s.l.: s.n.