Marketing Strategy

Strategy in a firm is …….

“…….the concept of major objectives,
purposes or goals and essential policies
and plans for achieving those goals stated
in such a way as to define what business
the company is in or is to be in and the
kind of company it is or is to be.”
 Concept of strategy
 Resources are finite
 Uncertainty about Competition
 Commitment of resources is irreversible
 Decisions must be coordinated over long
distances in a limited time
 TYPES OF STRATEGIES

CORPORATE BUSINESS

CONCEPT OF STRATEGIC PLANNING

 Strategic Planning In Today’s world
 Managing for competitive advantage
 Viewing change as an opportunity
 Managing through people
 Shaping the strategically managed organization
 Managing for focus and flexibility
 Managing fit across all functions
 Concept of Strategic marketing
Features of an effective marketing Strategy
 A clear market definition
 A good match between corporate strengths
and the needs of the market
 Superior performance
 CUSTOMER

MARKETING
STRATEGY

COMPETITION
CORPORATION
 Characteristics of Strategic
Marketing
 Emphasis on long term implications
 Corporate inputs
 Varying roles for different products and
markets
 Organizational level
 Relationship to finance