Reviewer
Comparison of Strategic and Tactical Marketing
Exhibit 3A-1
Strategic Marketing
Concept Thought process (Big idea- Big
picture)
Purpose To attain the companys objectives
Activities  Understanding the
environment
 Understanding the industry
 Understanding the
customer
 Understanding the
competition
 Understanding the brand
Key concepts STP (segmentation – targeting –
positioning)
Timetable Timeless
Absence of the other side Too much talking – nothing gets
done
Exhibit 3A-8 Comparison of FGDs and IDIs
Focus Groups Discussion (FGDs)
Number of participants 7-9 Per batch
Advantages  Share experiences
 Build from others in the
room
Disadvantages  Discussion with strangers
in the room
 Maybe influenced by
opinions of others
 Inability to follow up
individuals replies
Exhibit 3A-3: PESTLE Trends
Tactical Marketing
Taking action near term (How to)
To execute the strategy
Promoting and selling to the
customer
Marketing mix (4ps for products or
7ps for services to include people,
process and physical environment)
Time-bound
Blind action – doing without having
a plan
In-Depth Discussions (IDIS)
Individual
 Privacy-no need to be
conscious of the presence
of others
 Not influenced by opinions
of others in FGDs
 Ability to follow up
answers
 More time consuming
 Inability to share
experiences and build
from other
1. Political Factors (how and to what degree do government policies affect the economy)
 Tax Policy
 Labor Law
 Environmental Law
 Trade Restriction
 Tariffs
 Political Stability
 Health
 Education
 Infrastrucutre
2. Economic Factors
 Economic Growth
 Interest Rate
 Exchange Rate
 Inflation Rate
3. Social Factors
 Careers
 Culture
 Education
 Ethics
 Health
 Safety
 Housing
 Fashion and Lifestyle
 Immigration
 Diversity
4. Technological Factors
 R&D
 Automation
 Technology Incentives
 Rate of Technological change
5. Legal Factors
 Discrimination Law
 Consumer Law
 Antitrust Law
 Employment Law
 Health and Safety Law
6. Environmental Factors
 Weather
 Climate change