Strategic marketing - the actions taken by the enterprise, the main idea of which is to increase the productivity indicators of the work process. To achieve the plan, the company systematically carries out activities aimed at providing the buyer with such goods that are most valued by him. It is important that the product is preferable to that proposed by a competitor. Through strategic marketing approaches, it is possible to fully, efficiently use all the resources available to the enterprise, thereby increasing the profitability of goods and services.
General view
Strategic and tactical marketing - techniques that help to identify all the strengths, weaknesses of the enterprise in comparison with competing organizations. The term implies an active long-term planning process, the main task of which is to improve the average market characteristics of the company. A detailed analysis allows you to understand what are the real capabilities of a legal entity, which can be adapted to current capabilities and resources. Planning helps to create potential for development, growth, increase the profitability of the company. The main task of strategists working on a marketing program is to formulate such a development plan, formulate such goals so that the company develops and financial results become better. At the same time, attention is paid to the correct formulation of the mission of the enterprise, the creation of a balanced, promising product portfolio.
Strategic marketing - planning work in the company in the long and medium term. Responsible for the development of the program employees formulate a strategy for improving the company, its goals. The essence of the strategy is to adjust the capabilities of the enterprise to market requirements, demand. In fact, the domestic economic environment is balanced with external conditions.
Strategic marketing may involve creating one company development program or several plans at the same time. The key to success is the choice of such a strategy that will be effective in relation to the product being promoted, the market in which the company is represented. The strategy may include:
- expansion of business ties;
- improvement of the internal structure of the company;
- the development of new markets;
- decreased activity in an unpromising area;
- closing unprofitable sectors of activity;
- opening branches abroad;
conclusion of agreements with foreign partners for the development of territories where previously successful work was not possible.
Strategies and Tactics
Strategic marketing involves the use of some program that takes into account the characteristics of the selected legal entity market. Different companies use programs that are fundamentally different from each other - all individually, so you need to work out your own plan on your own, taking into account the characteristics of the company. Among the indispensable tools of work are mathematical market models, the laws of game theory, risk analysis and the choice of the most appropriate development paths. Strategic marketing firms can combine several of these approaches at the same time.
When developing a company development program in the long term, it is necessary to evaluate the segmentation of the selected market, as well as the territory that it is planned to enter. A reasonable, promising option is the formation of a marketing campaign so that consumers from different segments react equally to the promoted product. Analysts should identify the characteristics of the public, social aspects and psychological traits inherent in the average consumer in a particular market segment. Based on such an analysis, it is possible to understand in which areas the audience is now ready to buy services, products of the enterprise, and which are yet to be won.
Go to success!
The development of strategic marketing helps to plan the activities of the company taking into account favorable prospects. Analysts find out what is the market capacity for the selected profile of work, how strong is the competition, is there a great demand. After a thorough study of the area, you can evaluate how to get out with a new product as successfully as possible - how to present it, in what quantity to offer. For this, it is necessary to evaluate the consumer parameters of the market, segment, product, taking into account the reputation of the enterprise.
One of the tasks of strategic marketing is to determine the optimal moment of entering the market with a product. This is especially true if a seasonal product is presented to the attention of the client. Before voicing the proposal, an advertising campaign should be conducted to attract attention. In addition, the reaction to advertising allows us to assess the prospects that await the product: it is possible to identify adverse conditions. If analysts can reasonably assume that in some not too distant future the demand for the product will become higher, it is reasonable to postpone the release of the product precisely for this period.
Theory and practice
Another objective of strategic marketing is to work out the procedure for entering a new market. Considering the experience of successful enterprises, attention should be paid to the practices of Japanese firms: first, a country is fixed on the market in which there is no national producer of a particular product. Having accumulated a certain experience, the company can develop further, gradually embracing powers, where there are also their manufacturers in the chosen field of work. This strategy is called the "laser beam."
A typical example: Japanese auto companies, which initially opened in only a few northern countries, Ireland. Only with time, when it was possible to create a strong reputation, gain experience in building a product, understand what exactly the consumer expects in this area so far from home, it was decided to start conquering more complex markets. In the process of strategic marketing, it was thought out how to achieve success in Belgium and Austria, and some other European countries. Having achieved success in this, Japanese corporations ventured to present their product in the automotive markets of countries traditionally distinguished by their powerful concerns in this area.
Attention to detail
If we analyze the strategic marketing applied by Japanese enterprises in the international market, we can see that it initially implied a long-term plan. This strategy as a whole is peculiar to firms of the Land of the Rising Sun. Noteworthy are the features of the program. First, export of affordable, but high-quality cars, which made it possible to satisfy demand among ordinary people who were not too picky about goods, was arranged. This made it possible to form a persistent stereotype: in the minds of the average man, Japanese cars have become synonymous with excellent quality and reliability. A platform for expanding the influence appeared, which resulted in the delivery of a more expensive product, specialized, and also allowed to open their own production facilities in the states, where previously cars were exclusively brought ready-made.
The strategic marketing of companies, whose example is considered, was immediately built taking into account the complexity of the sales aspect in the European powers (and any other capitalist country). Competition is growing rapidly, the consumer requires a new product, and the survival of each individual company is possible only with a successful combination of long-term planning and a clear instant response to demand. At the same time, you need to be prepared for taxes and duties - not only existing ones, but to have certain reserves in case new ones are introduced.
Success today: what to bet on?
Strategic marketing of enterprises wishing to achieve success in the present or in the future should be built taking into account the most promising field available in the modern world: high technology, innovative technologies. This applies equally to goods and to service. Promising areas are:
- counseling;
- licensing;
- design;
- construction;
- study;
- engineering.
When planning the future of an enterprise, it is wise to consider the possibility of participating in a leasing program. Technical, technological, scientific superiority over a competitor is the main component of success. The development of strategic marketing implies an increase in the existing gap, while it is important to remember that other market participants are also not sleeping - they strive to use promising tools to their advantage in order to break into first place.
Promising strategies:
- increasing the intensity of research (R&D);
- getting rid of a disadvantageous product;
- active restructuring in accordance with the requirements of the time;
- capture of wide territories (the whole planet);
- application of the most modern methods and approaches;
- maximum distribution speed in different markets;
- specialization in a specific group of customers.
Attack and defend
The strategic marketing and marketing strategy described above can rightfully be called offensive. Not every enterprise is ready for this - for example, others believe that there are still not enough resources. An alternative is a defensive program, which assumes the protection of an occupied position in the market from competing enterprises.
By the way, no one forbids to conduct an offensive strategy in one market, and defense in another.
The classic defensive program is the abandonment of the selected segment, the transfer of resources to other, more promising, reliable. This is most relevant if the product is unprofitable, in the future it looks the same.
Yesterday Today Tomorrow
One of the methods of strategic marketing is to make a forecast for the long term, taking into account the adjustment of the consumer term. The tactics of the enterprise should be based on the peculiarities of the situation, the principles of market formation. Based on a full-fledged analysis, it is formulated what the product range should be for satisfying demand. The optimal term for tactical planning is one year, and a maximum of one and a half. The plan should be revised regularly, well before the end of the selected period. This helps to adjust the line of activity of the company and quickly adapt to market changes.
The organization of strategic marketing makes it possible to compose successful product movement processes, find methods to stimulate transactions, and increase the effectiveness of advertising campaigns, taking into account the product life cycle. When planning to capture a new segment, it is through marketing that the company receives information on the principles of successful entry into the market.
And if more?
One of the functions of strategic marketing is the creation of a product movement system. Logistics working correctly, without failures, are a guarantee of timely receipt of the required product volume to the consumer in an adequate condition. This improves the economic results of the enterprise and is one of the factors in the formation of a good reputation.
Another function of strategic marketing is the elaboration of the provisions of an advertising campaign. It must be launched right on time, not earlier and no later, filled with convincing slogans and effective promises. If the work is done poorly, the consumer simply does not know about the properties of the outgoing position, which means that he will not be able to connect it with his own needs. At the same time, scientists found that it is advertising that often reveals the needs of the buyer, which were previously unclear to him, and encourages him to purchase a new product.
The right moment, the right tactical program is the key to successful product promotion. But the mistake can result in considerable losses, since sales, sales volumes and advertising scales can so badly combine with each other that the company will be on the verge of bankruptcy.
Responsibility and Success
Strategy is a plan whose main idea is to achieve all of the stated goals by the firm. Strategy development is the responsibility of the head of the enterprise. It is he who needs to understand which direction of work is the most promising, how it needs to be developed in it, which decisions will be substantiated, and the methods of action - effective.
The manager must analyze all possible ways and methods of expanding the activities of the company, on the basis of which to choose the most promising option. It is for him that the company will go. After making the initial decision, it is necessary to work out actions that will increase the ability to compete with other market participants, as well as choose the best business approaches.
When planning company management, it is necessary to evaluate all aspects of activity, both monetary and production, personnel and material, marketing. Strategic choices oblige all actions and decisions in the future to be subordinated to him. The activities implemented by the company will have to comply with the chosen strategy. Unity of goals is the key to the success of the company.
Difficult, but possible
The main problem in formulating a successful strategy is the difficulty of forecasting for long time periods. On the one hand, once you have formulated a plan, you do not need to revise it; on the other hand, the program still does not allow static, but it requires innovative introductions and adjustment to market conditions. Adapting the strategy to the requirements of the present and projected future, you can understand in which direction the development will be the most promising, which means that the company will be able to notice and use favorable market conditions in time, effectively applying the advantages available at the moment.
The strategy clearly defines how it is necessary to enter into competition, what strengths of the company will help to regain its "place in the sun." In this case, the program should take into account the characteristics of the market, the buyer, to whom the product is directed. The approach is conceptual, special, while attention is paid to all types of company activities. Only such a strategy that reflects the main vector of activity, while taking into account all the possible planned ones, will be effective. At the same time, one should adhere to the “golden mean”: if the strategy turns out to be too complicated, it will be impossible to delve into the essence of all the components and connect them together, which means it will be implemented. The more departments, decision makers, areas of activity, the higher the likelihood of confusion and errors.
Subordinate factors
The choice of strategy should be based on information obtained by analyzing the following aspects:
- field of activity;
- advantage over competitors;
- market accessibility;
- type of economic activity.
The first involves identifying markets where you can become an active service company, as well as promising segments. When analyzing the advantages, attention is paid to all those positions that are a profitable difference from other companies engaged in similar business.
Market accessibility involves the analysis of existing supply channels, sales, their applicability to a particular enterprise planning to begin work in the selected market. Finally, the fourth aspect is the choice of the scale of activity, a specific direction, which will achieve success.
Decision-making on the mentioned aspects is interconnected, each of the elections determines the other, and changing at least one of them forces changes to other elements of strategic planning and marketing project. In fact, the company's strategy is an integrated selection of all elements in the aggregate.
Attention to all sides of the issue
Analyzing the scope of activity, we can understand what the target audience is, what competitors will have to fight for its attention, what advantages will help achieve the best financial result. These strengths of the company are extremely important in the formation of a unique position of the enterprise in the market, as well as in the presentation of the product to the buyer. By turning the consumer’s attention to the most important aspects, you can create an advantage against your competitors.
Market availability forces us to look for alternative distribution channels.In order to control expenditure factors, it is necessary to set up such distribution channel management that will ensure that the profit covering costs. As the practice of modern companies shows, it is precisely the control of sales channels that is one of the most important issues of strategic marketing in almost any modern company that counts on long-term work.