The company's marketing strategy is the development of strategic solutions that will ensure the effective implementation of tasks in the medium and short term.
If the company does not have a strategy, then it will always be behind its competitors, so it is important to choose some basic, global direction of marketing activity, of which there are two:
1. The segmentation strategy. This implies an increase in the degree of saturation of all consumer groups with existing goods and services in already conquered market segments.
2. Diversification strategy. It implies the development of the production of new types of goods and new markets that are not related to the main activity of the enterprise.
The main types of marketing strategies
1. Leadership strategies.
2. “Military” strategies (attacking, defensive, retreating strategies).
3. Strategies that are based on market demand (strategies for conversion, creative, stimulating, supporting, counteracting marketing, as well as remarketing, demarketing, synchromarketing).
Types of marketing strategies depending on the goals that the company has set for itself, and the means to achieve them
1. The conquest of market share or its expansion to specified indicators (mass and rate of return), which would ensure the efficiency and profitability of production. The conquest of a certain market share or segment on it is made through the release and introduction of a new product, the formation of new needs at the consumer. And the expansion of the market share of its traditional products implies crowding out a competitor from the market.
2. The innovation strategy implies the creation of products that are not yet analogues in the market, that is, brand new products that are oriented towards still unknown (unconscious) needs.
3. Innovative imitation. It does not mean the creation of innovations, but their copying in accordance with the development of competitors.
4. Product differentiation. It implies the improvement, modification of traditional goods that the company produces.
5. Lower production costs. The direction of the strategy is to increase the competitiveness of manufactured goods through price competition (selling products at reduced prices by introducing innovations in the production process and, accordingly, reducing costs).
Types of marketing strategies in terms of cost reduction: reducing advertising costs, R&D, maintenance, the introduction of new technologies or cost-effective equipment, etc.
6. The strategy of waiting. It is advisable to use it in the case when the trends in demand for products and the development of market conditions are not defined. In this case, the company prefers to refrain from introducing its product on the market, after studying the actions of its competitors. If there is a steady demand, it will be easy for a large company to quickly develop mass production of goods and establish sales, thereby suppressing a small competing innovator.
7. Individualization of the consumer. Particularly widely, this strategy is used by those companies that produce production equipment that focuses on individual customer orders, as well as on specifications and projects developed by him.
8. Internationalization. The development of marketing strategies in this case is a systematic and systematic processing of foreign markets.
9. Cooperation. It involves cooperation with other enterprises on a mutually beneficial basis. A widespread form of such a strategy is the creation of joint international corporations.
So, we examined the existing types of marketing strategies. To help the company determine the future direction of activity, there are special matrices.