The role of marketing strategy and planning

A marketing strategy looks at all of the areas of your selling activities and helps each one support the next, making sure all of your departments are aware of what each is doing. Understanding how to create an integrated marketing strategy will help you make better individual decisions regarding specific marketing tactics. Streamlines Product Development A marketing strategy helps you create products and services with the best chances for making a profit. This is because marketing strategy starts with marketplace research, taking into consideration your optimal target customer, what your competition is doing and what trends might be on the horizon.

The role of marketing strategy and planning

Other approaches[ edit ] The choice of competitive strategy often depends on a variety of factors including: Growth strategies[ edit ] Growth of a business is critical for business success. A firm may grow by developing the market or by developing new products. The Ansoff product and market growth matrix illustrates the two broad dimensions for achieving growth.

The Ansoff matrix identifies four specific growth strategies: This is a conservative, low risk approach since the product is already on the established market. This can include modifications to an already existing market which can create a product that has more appeal. This can include new geographical markets, new distribution channels, and different pricing policies that bring the product price within the competence of new market segments.

Diversification is the riskiest area for a business. This is where a new product is sold to a new market. Another benefit of using this strategy is that it leads to a larger market for merged businesses, and it is easier to build good reputations for a business when using this strategy.

There are three main benefits to a business's reputation after a merge. A larger business helps the reputation and increases the severity of the punishment. As well as the merge of information after a merge has happened, this increases the knowledge of the business and marketing area they are focused on.

The last benefit is more opportunities for deviation to occur in merged businesses rather than independent businesses.

The role of marketing strategy and planning

An example of a vertically integrated business could be Apple. Apple owns all their own software, hardware, designs and operating systems instead of relying on other businesses to supply these. Also by decreasing outside businesses input it will increase the efficient use of inputs into the business.

Another benefit of vertical integration is that it improves the exchange of information through the different stages of the production line. Also if the business is not well organised and fully equipped and prepared the business will struggle using this strategy.

There are also competitive disadvantages as well, which include; creates barriers for the business, and loses access to information from suppliers and distributors.

The market leader dominates the market by objective measure of market share. Their overall posture is defensive because they have more to lose.

The role of marketing strategy and planning

Market leaders may adopt unconventional or unexpected approaches to building growth and their tactical responses are likely to include: The market challenger holds the second highest market share in the category, following closely behind the dominant player.

Their market posture is generally offensive because they have less to lose and more to gain by taking risks. They will compete head to head with the market leader in an effort to grow market share.

Their overall strategy is to gain market share through product, packaging and service innovations; new market development and redefinition of the to broaden its scope and their position within it.

Followers are generally content to play second fiddle. Their market posture is typically neutral. Their strategy is to maintain their market position by maintaining existing customers and capturing a fair share of any new segments.

They tend to maintain profits by controlling costs.Marketing strategy is a long-term, forward-looking approach to planning with the fundamental goal of achieving a sustainable competitive advantage. Strategic planning involves an analysis of the company's strategic initial situation prior to the formulation, evaluation and selection of market-oriented competitive position that contributes to the company's goals and marketing objectives.

business plans and marketing strategy free business planning and marketing tips, samples, examples and tools - how to write a business plan, techniques for writing a marketing strategy, strategic business plans and sales plans.

DEVELOP A COMPANY OVERVIEW. Once the role of the HR department is clearly outlined, a company evaluation must be completed. In effect, a total workplace plan will be established, giving a picture of where the company currently is and providing a means of reaching their business goals while maximizing human resources.

Undergraduate Study

Jun 26,  · A solid marketing strategy gets your product into the hands of your customers. As a result, it's crucial for smart product development and supporting profitability. Any firm that wants to succeed needs a marketing plan. Without one, an organization has no systematic approach for promoting itself to potential clients.

The alternative is a haphazard, start-and-stop, inefficient effort that wastes time and money — two valuable resources no professional services. Digital Marketing Pretoria is Advertising & Digital Marketing Company Based in Pretoria South Africa - One the Best Digital Marketing Agency offering SEO, PPC, Social Media & Web Designing Services.

Business consultant: strategy, org design, finance, marketing.