Marketing strategies of the organization. The company's marketing strategy from A to Z. Marketing strategy of an enterprise depending on the state of the market and product

Like any serious business, running your own business requires a certain sequence of actions and logic in decision making. At the same time, management must clearly understand what goals it sets for itself, in what time frame it intends to implement this or that plan, and, guided by this, pursue a certain policy of action designed for the long term and perspective. In business, such planning is called marketing strategy.

Marketing strategy – its essence, formation and analysis of effectiveness

The essence of a marketing strategy is a set of elements that help distribute the limited resources available and obtain maximum income in the long term.

Each company has its own unique and inimitable marketing strategy that is used in its activities. When choosing and developing it, concentration and determination in achieving the goal are required, as well as flexibility, the ability to understand and adapt to market conditions.

Strategic planning

Almost all decisions that are made at an enterprise lie in the field of marketing. The correctness and adequacy of the chosen marketing strategy determines how successfully the business will develop and how the development of segments of the market economy will proceed.

Strategic planning has a number of features, namely:

• the strategy development process ends not with immediate action, but with the development of a long-term concept;
• when developing a concept, very often you have to make decisions with insufficient information, which subsequently leads to the revision of the main positions;
• Strategic planning differs from operational planning in that it does not have specific numerical measurements, which requires constant refinement and adjustment depending on market conditions.

Stages of developing a marketing strategy

Main directions of marketing activities:

• market analysis;
• assessment of its current condition;
• assessment of competitors and their level of competition in this market segment;
• setting enterprise goals and marketing strategy;
• research of the consumer environment of a selected market segment;
• analysis of possible alternative strategies and selection of the main marketing concept;
• selection of control tools, as well as preliminary assessment of the effectiveness of use.

Many people are interested in the question of whether a marketing concept is needed if the company currently generates good income and occupies a worthy place in a selected market segment. The answer to this question is very simple. Due to the fact that market relations tend to constantly change, move forward, as well as various actions on the part of competitors, it is necessary to take into account in advance possible problems and obstacles that may arise. It is the marketing strategy that is designed to protect the enterprise from such situations.

Factors in the formation of a marketing strategy

When choosing an enterprise concept, you need to take into account the factors of forming a marketing strategy, among which the following are decisive:

• suppliers who provide the enterprise with resources for production, among whom it is necessary to find those who will provide the best quality for the lowest price;
• intermediaries who will evaluate their services at an affordable price;
• technological study of the production process, as well as the practical application of advanced innovative technologies;
• socio-economic factors, when it is necessary to take into account the needs of the market, as well as the pricing policy of the enterprise's products. It is this factor that determines the pricing strategy that the company will choose;
• hardware resources and capabilities of the enterprise itself;
• the main concept chosen by the enterprise, its goals and ways to achieve them.

In order to simplify the process of forming a marketing strategy, it can be divided into stages, and its tasks into a number of subtypes. The general strategy is to adopt the main concept that will underlie the activity and development of the enterprise, select a work profile, and determine the geographical scope of the activity. In addition, when choosing it, it is necessary to take into account the characteristics of the market being developed, government programs in the chosen industry, as well as the nuances of legislation.

Evaluation of the analysis of the effectiveness of the marketing strategy

Strategies are classified according to many criteria: according to the state of the market, according to the position of the enterprise in the market, in relation to the enterprise's competitors, sales and product strategies, and so on.

Marketing strategy of an enterprise depending on the state of the market and product

There are two market states: existing and new (which consumers do not yet know about or one that is just being formed). Goods (services) are divided in the same way. The marketing strategy of an enterprise is built depending on what market and what product the enterprise is promoting; there are four main types of such strategies.

Market penetration

Used by enterprises operating in a well-developed market with old goods. As a rule, a follower strategy is used: on the one hand, no active aggressive actions, on the other hand, certain measures are taken to create competitive ability.

Market development

It is used when a company with an existing product wants to find new ways to sell it. This could be a search for new markets geographically, attracting a different target audience, presenting a familiar product in a new quality (with other options for its use), and so on.

Product development

The riskiest strategy: developing a new or unknown product in an old market. The most risky strategy, but also one that promises the greatest profit if successful (due to the uniqueness of the product).

Diversification

This type of strategy is carried out by businesses promoting a new product in new markets. Includes a wide variety of action options.

Marketing strategies in relation to competitors

Actions towards competitors are divided into two large groups:

• defensive strategies;
• offensive strategies.

The formation of an enterprise’s marketing strategy depends on the goals of the enterprise and on the position it occupies: a developing, young enterprise or a market leader with a stable position.

Defensive marketing strategies for an enterprise

Enterprises implementing this type of strategy pursue the goal of maintaining their business and income level at existing levels, without taking any actions to put pressure on competitors. The system of marketing strategies of an enterprise is divided into several types.

Positional defense

One of the weakest defensive strategies is that a company takes its product to such a level that competitors have no chance. This could be quality, low production costs (which allows you to set a minimum price), brand prestige, and the like.

Flank defense

The company strengthens its position in the market based on the expected attack of competitors. One of the most successful strategies because it allows you to easily switch to offensive actions.

Precautionary defense

At first glance, it looks similar to flank defense, but is more of a psychological nature: defense is carried out through information.

Counterattack for market leaders

A counterattack includes an economic blockade and similar active actions against competitors. Typically, this strategy is practiced by large companies - market leaders.

Mobile protection

The strategy is to expand production, thus securing additional footholds for the company.

Reducing Weaknesses

It consists of eliminating the weakest sectors of the enterprise and abandoning the production of unprofitable goods.

Offensive Marketing Strategies

New enterprises, just developing their business, use offensive strategies in order to conquer the market, a separate market segment, or take the place of a competing enterprise.

There are several types of offensive strategies.

Frontal attack

The company sets lower prices than competitors, conducts larger-scale advertising campaigns, produces several times more goods, and so on.

Flank attack

The strategy is to attack the weak points of competitors: seizing territories, untapped market segments, providing consumers with services that competitors cannot provide, and so on.

Consumer environment

The strategy involves attacking on all fronts and offering consumers similar goods and services, but of better quality.

Workaround maneuver

Strategy implies active development where the enterprise has such an opportunity, even if at the moment such tactics do not correspond to the interests of the enterprise. Once success is achieved, the activity can be transferred to a convenient site.

Guerrilla warfare

The strategy is a series of small attacks on different fronts: prices, advertising, legal promotions. On the one hand, tactics are good because they are unpredictable, on the other hand, they are quite resource-intensive.

Product marketing strategy of the enterprise

The product strategy of an enterprise consists in choosing actions to implement turnover plans. This includes everything from creating an assortment to providing product support services.

By and large, product strategy can be called part of the overall strategy of the enterprise. When forming a product strategy, you need to take into account that the process of winning over consumers begins from the very start, so you need to think carefully about everything before deciding to release a particular product.

There are two main types of product strategies:

• differentiation;
• diversification.

Product differentiation

The strategy is to change the properties of the product. In this case, in fact, the product may remain unchanged, but the consumer must think that the product is different, in which case sales are ensured even at a higher price than competitors.

Differentiation (change) of a product affects not only the packaging and properties of the product itself, but also sales methods, design of retail outlets, staff training, additional services (maintenance, delivery, promotions, and so on).

Product diversification

The strategy is to release a new product that is in no way related to the main production of the enterprise. Sooner or later, every large enterprise faces the task of releasing a new product. In order for the strategy to be implemented successfully, it is necessary to conduct thorough market research: demand for the product from a potential consumer, pricing policy, intentions of competitors in this area, the possibility of using the latest technologies, etc.

Marketing sales strategy of the enterprise

Organization of product sales is one of the most important components in the strategy of any enterprise. Choosing the optimal sales strategy involves issues of distribution channels, sales methods and related promotions.

It should be borne in mind that sales can be simple (the manufacturer interacts directly with the consumer) and complex (the manufacturer interacts with the consumer through a system of intermediaries).

Sales can also be divided into direct (the same as simple), indirect (the same as complex) and combined (a combination of direct and indirect is used). An enterprise must weigh the pros and cons of using a particular type of distribution. For example, an enterprise’s marketing strategy may involve creating its own chain of stores, but such a move is only advisable if profits cover expenses by twenty-five percent or more, otherwise it is better to invest in production development.

The composition of distribution networks is:

• traditional;
• vertical;
• horizontal;
• multichannel (combine two or more systems).

Traditional distribution networks

Such a network unites manufacturers, intermediaries and marketers, each of whom pursues only their own goals and benefits. This is how most distribution networks are built.

Vertical distribution networks

They are a network where all participants strive for a common result and pursue one goal. This usually happens if the production and distribution point belong to the same enterprise, or in the case when the manufacturer and the sales organization regulate their cooperation with some documents.

Horizontal distribution networks

They represent an association of several manufacturers to conquer one market.

It should be noted that choosing an enterprise strategy is a very important step, consisting of many factors, and the chosen strategy must correspond not only to the goals and objectives of the enterprise, but also to the external situation.

Marketing strategy is a particular element of a company's overall strategy, which describes how it should use the capabilities and resources at its disposal to achieve the greatest results and increase profitability in the long term.

In essence, it represents a general plan of marketing activities with the help of which the company expects to achieve its marketing goals. It involves setting specific goals for each individual product and type of market for a certain period of time. A strategy is formed within the framework of general production and commercial activities according to the individual capabilities of a particular enterprise and the characteristics of the market situation.

After developing a general plan, the company can move on to working on more specific (marketing plans).

The main sections of the marketing plan include: analysis of the current marketing situation, SWOT analysis, a list of tasks and existing problems, a list of obvious dangers and potential opportunities, a statement of marketing strategies, an action program, budgets and a certain control procedure.

A company's marketing strategy begins with the development of a specific program, setting goals and formulating objectives for all future marketing activities.

A marketing strategy is selected individually for a specific company in accordance with the characteristics of its current affairs and development goals for future periods. The main ones are: penetration into a new market, development of an existing market, development of a new product, diversification.

Based on the general marketing strategy, private programs of marketing activities are formed. Programs can be focused on achieving such effects from activities as maximum effect regardless of risk, minimum risk without counting on a large effect, various combinations of the two indicated approaches.

A marketing strategy is developed based on market requirements, company shortcomings, consumer requests and some other factors. The formation of a marketing strategy is influenced by trends in the state of the external marketing environment and demand, the product distribution system, and consumer requests; features and state of the competitive environment; individual capabilities of the company and its management resources; the main concept of the future development of the company, its tasks and goals.

The key subsystem of a corporate marketing strategy is the product marketing strategy of a commercial organization. It is aimed at analyzing and developing the most important strategic decisions on the assortment, nomenclature, volume and quality of manufactured products, and issues of product sales on the market.

It is the main strategy for survival, economic growth, quiet existence and commercial success of the company. Its main component is considered to be the optimization of the product program for the current year.

Thus, a marketing strategy is created in relation to a specific target market selected as a result of the advanced market conditions. Strategic planning is built on its basis and with its help, the company’s competitive advantages for the future are ensured. It is the result of a rational and logical construction of long-term plans for success, on the basis of which movement towards the progressive development of production and sales is carried out.

Based on the developed strategy, a detailed program of specific activities is created for the entire marketing complex, responsible executors are assigned, future costs are determined and deadlines are set.

Strategy refers to a plan or method of any activity, presented in general form for a long period of time.

The strategy is developed in any direction in order to make the most efficient use of available resources to achieve the main goal.

A marketing strategy is part of a company's overall corporate strategy and aims to describe how the company should use its limited resources in order to grow in the long term. It represents an element of the company’s marketing plan and is more descriptive in nature, suggesting not the specific actions themselves, but only their direction.

Concept, objectives and application of marketing strategies

Marketing strategy should be understood as the process of planning and subsequent implementation of various activities in the field of marketing of an organization, which are aimed at achieving the goals set for the company.

Since the marketing strategy is included as an integral element in the overall strategy of the company, it helps outline the main directions of the organization’s activities in the market space in relation to consumers and competitors.

The development of a marketing strategy will be influenced by the main goals of the company, its current market position, the resource potential of the organization, an assessment of its market prospects and possible actions of competitors.

Main goals Marketing strategy usually includes:

• an increase in sales volume, which can occur in two ways: by increasing the flow of customers or the number of orders;
• company increase;
• ensuring the attractiveness of products for a particular target audience;
• winning a larger share of the market space;
• achieving leadership positions in your market segment.

The goals of the marketing strategy should not contradict the main mission of the company and the strategic goals of the business as a whole. Marketing strategies are also subject to all marketing activities of the company (advertising, public relations, sales organization, etc.).

It represents the gradual implementation of an interrelated set of operational level strategies, which include sales, advertising, pricing strategies, etc. In the modern world, companies often do not simply maintain or increase the share of the existing market, but search for new markets.

Since the market situation is always dynamic, the marketing strategy is also characterized by flexibility, mobility, and the ability to constantly be adjusted. There is no single marketing strategy that is suitable for all types of companies and products. To increase sales of a particular company or promote a certain type of product, separate development of areas of activity is required.

Kinds

The classification of marketing strategies can be based on various characteristics.

The most common is the division of known marketing strategies to the following groups of strategies:

1. Concentrated growth. It is assumed that the market for the product will change or the product itself will be improved (modernized). Most often, such strategies are aimed at fighting competitors to gain an expanded market share (“horizontal development”), searching for markets for existing products, and improving the products themselves.
2. Integrated growth. They pursue the goal of expanding the structure of the enterprise through “vertical development” - the start of production of new goods or services. As part of the implementation of this type of strategy, it is planned to monitor the company’s branches, suppliers and dealers, as well as to influence the final buyers of products.
3. Diversified growth. They are used if the enterprise does not have the opportunity to develop under current market conditions with a certain type of product. A company can focus on producing a new product, but at the expense of old, existing resources, and the product may differ slightly from those already produced or be completely new.
4. Abbreviations. Aimed at increasing the efficiency of the enterprise after a long period of its development. In this case, both the reorganization of the company (for example, the reduction of individual divisions) and its liquidation (for example, a gradual reduction of activities to zero while simultaneously obtaining the maximum possible income) can be carried out.

Also, the marketing strategy of an enterprise can be focused both on the entire market and on its individual target segments. In this case, they can be implemented three main strategic directions:

In addition, marketing strategies can be distinguished by means of marketing, which the enterprise is more focused on:

• Commodity;
• Price;
• Branded;
• Advertising.

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Formation and development stages

Formation marketing strategy occurs in 4 stages:

• The stage of analyzing the organization's marketing capabilities. It is an assessment of the strengths and weaknesses of the functioning of an enterprise, its advantages in a particular market and possible risks;
• The stage of selecting markets for operation. It involves conducting an analysis of supply and demand, considering a certain type of market, its pros and cons, consumer composition, as well as the need for the products that the enterprise produces;
• Marketing program development stage. It consists of determining the features of the pricing policy, methods of positioning a particular product on the market, conducting an advertising campaign, as well as monitoring the sales of products;
• Stage of approval and implementation of marketing programs. It assumes their reasonable analysis in the context of the provisions of the general strategy of the organization and crisis management.

Capable of forming a marketing strategy influence the following actions:

• detailed analysis of the market state, identifying its key segments;
• assessment of the current financial condition of the company;
• analysis of the enterprise’s activities in a competitive environment, as well as the actions of competitors;
• analysis of strategic alternatives and choice of marketing strategy;
• approximate economic assessment of the chosen strategy;
• determination of methods for monitoring the implementation of the marketing strategy.

Structure and content

The following structure of the marketing strategy can be distinguished:

Definition various marketing strategies:

Features of marketing strategies in various directions

Marketing Strategies in trade involve conducting a continuous systematic analysis of market needs, which will contribute to the development of those products that are needed by specific target groups. These products have special properties that distinguish them from competitors' products and provide them with an undeniable competitive advantage.

Marketing Strategies in construction involve ensuring a rational organization of production, reducing, efficient use of resources, increasing, and the ability to adapt to the market in conditions of increased competition. These strategies set the direction of the organization’s activities in the market, facilitate the coordination of the marketing components of each division of the construction organization, and allow for the effective use of available resources.

Marketing Strategies in finance provide not only the search for effective directions and methods for selling financial products, but also the identification of ways to diversify the company’s services, as well as the formation of the organization’s anti-crisis policy.

Evaluation and analysis of effectiveness

Efficiency mark marketing strategy of an enterprise allows you to understand whether its concept was chosen correctly, as well as to monitor the implementation of your goals.

For this it is necessary carry out a detailed analysis several components of a marketing strategy:

Marketing audit will give an opportunity see the degree of deviation of strategic marketing results from planned ones. If they differ significantly, it makes sense to reconsider the strategy, or completely abandon it and choose an alternative. If the design is carried out successfully, this allows the company to achieve high results in the long term and take a leading market position.

Marketing strategies in crisis management

A marketing strategy is developed, among other things, for the organization’s behavior in the market in conditions of tough opposition to negative environmental factors. It is implemented within the framework of crisis management, when the company receives a focus on achieving the best position in modern market conditions.

Implementation of the entire set of measures that make up the marketing strategy will help the organization overcome the crisis with the least administrative and financial costs. Marketing strategies, as an important part of the overall anti-crisis development strategy of an enterprise, occupy a leading place in determining various methods for overcoming the crisis. For this purpose, marketing strategies for pre-crisis, crisis and post-crisis management are being developed.

For information on the rules for developing a marketing strategy, see the following video lesson.
Part 1:

The concept of "strategy" implies a method of action or plan, presented in a general form over a significant period of time. It can be developed in any direction. The main thing is that pre-thought-out actions contribute to the most efficient use of available resources and lead to the set goal.

As for the marketing strategy, it is one of the components of the company's overall strategy. At the same time, it contains a description of the methods that should be used by the company to increase sales profits in the long term. It is worth noting that the marketing strategy does not offer users any specific actions. She only describes them.

The Importance of Marketing

Any economic plan allows you to get an idea of ​​the company’s development prospects in the market, as well as the theoretical and practical aspects of its activities. And this can be done by marketing, which is the science of setting tasks and goals, achieving and solving them, as well as ways to overcome existing problems in an organization across the entire range of products over a certain time period. Why does a company need such a strategy? It allows you to achieve the maximum possible correspondence between available resources and the current economic situation. This is what will help the company conduct successful financial and production activities.

What are the features of a marketing strategy and what needs to be taken into account when choosing the most suitable one?

The essence of pre-planning

What is the main point of a marketing strategy? If we consider a specific market environment, then creating the right direction in it allows the company to develop as efficiently as possible. When forming such a strategy, an executive plan is drawn up that allows the organization to carry out its activities taking into account the chosen policy.

There is a very important element in marketing work. It is called marketing planning, thanks to which the company is able to constantly analyze the market, as well as learn about the needs of customers.

The business strategy developed by marketing makes it possible to offer products that would fully satisfy the demand of a certain group of consumers. In this regard, the main task that such a document sets for itself becomes clear. The action plans developed by the company are designed to identify both existing and potential markets for products.

When developing long-term plans in any economically successful state, it is always worth remembering that marketing products most often causes certain difficulties. Given the fierce competition in the market, the majority of enterprises prefer to produce and sell their goods themselves. They consider this method the most reliable for maintaining their leading positions.

Marketing tactics and strategies for successful businesses involve outperforming competitors, as well as strengthening their position in the future. You can only change initially created plans in situations where:

For several years, the company did not achieve good results in terms of sales of goods and revenue generation;

There has been a change in the strategies of competing companies;

Some external conditions affecting the operation of the enterprise have been transformed;

A chance has arisen to implement new reforms that would be able to increase benefits and bring profit to the organization;

The company has achieved the goals outlined by the current sales strategy.

Marketing plans can also be adjusted due to changes in the market, which has begun to focus on other indicators. This could be the emergence of fundamentally new products, as well as the use of modern methods of bypassing competitors. An example of a company's marketing strategy can make it clear that the company, in its desire to sell a product, actively uses various directions at the same time.

Marketing Strategy Goals

Why are long-term sales plans created? From the example of the company’s marketing strategy, it becomes clear that they are intended to implement external program or market goals, namely for:

Increasing the organization's market share;

Growth in the number of clients;

Increasing the level of sales, taking into account their natural and cost indicators.

The marketing strategy also presupposes the achievement of certain internal program (production) goals. They serve as a continuation of the market ones. These plans reflect everything that the enterprise needs to achieve program goals. At the same time, the strategy does not take into account organizational resources, but takes into account the issue of ensuring the required production volumes. It is worth keeping in mind that this indicator consists of the number of sales, from which existing inventories are subtracted, summing the result with planned inventories. This also includes issues of creating new workshops, introducing the latest production technologies, etc.

Marketing planning also sets organizational goals for the enterprise. It looks at the structure of the firm, as well as its management and staff. If we consider the example of a specific company, a marketing strategy may, for example, plan to increase staff salaries to the level available in the organization that occupies a leading position in the market, and also provide for the hiring of several specialists with knowledge in a particular industry. In addition, long-term plans sometimes include the introduction of a system that allows for project management, etc.

An example of an enterprise's marketing strategy allows one to judge the company's financial goals. This section of the plans indicates all the expected indicators in their cost terms. They include in their list: the amount of costs, gross and net profit, volume and profitability of sales, etc.

Types of Marketing Strategies

The company's long-term sales plans are classified according to various criteria. But the most commonly used categories are:

1. Integrated Growth. An example of developing a marketing strategy suggests that the company wants to expand its own structure, using “vertical development”, which involves the release of new services or products. If the integrated growth strategy is successfully implemented, then the company begins to exercise control over the branches of the enterprise's suppliers and dealers, trying to influence the end consumer.
2. Concentrated growth. An example of an enterprise's marketing strategy in this case indicates that within the framework of these long-term product sales plans, a change in the market is possible. In addition, such a strategy also provides for the modernization of goods. The main objective of the plans describing the concentrated growth of the company is the fight against competitors, as well as the desire to occupy positions in an expanded market share. This process is called “horizontal development”. This strategy allows you to improve the quality of existing products and find new markets for them.
3. Diversified Growth. An example of a marketing strategy in this area, as a rule, occurs in cases where a company currently does not have the opportunity to develop in a market environment with a certain type of product. The enterprise can make maximum efforts aimed at producing new products using its existing resources. At the same time, the received product sometimes has only slight differences from the old one, and sometimes it is completely different.
4. Reduction. An example of a marketing policy in this area may clearly indicate that the company is setting itself a goal aimed at increasing the efficiency of its work after a significant period of development. Here, for example, you can plan to reorganize a company by cutting down certain departments. Another option for such a strategy could be the liquidation of the company, which involves gradually reducing its activities to zero, which makes it possible to obtain maximum income.

Main directions of marketing strategy

After determining one direction or another, the company has the opportunity to focus not only on certain elements of the market environment, but also on its entire volume. At the same time, it becomes possible to implement the main strategic directions. Among them:

1. Mass (undifferentiated) marketing strategy. It is focused on the entire market environment without taking into account the differentiation of consumer demand. As a result of applying this direction, it becomes possible to reduce production costs, which gives the product serious competitive advantages.
2. Differentiated marketing strategy. Its use allows us to judge that the company is trying to take positions in more market segments. To achieve this goal, it begins to produce products with attractive designs, high quality, etc.
3. Concentrated marketing strategy. When using it, the company focuses its efforts on only one market segment. The products produced are intended for a certain category of consumers. In this case, the emphasis is on originality. This type of marketing strategy is ideal for those companies that have limited resources.

In addition to all of the above categories, product sales plans can be price and product, branded and advertising. In this case, they are classified according to the means of marketing products that are mainly used by the company.

Let's look at the most modern examples of marketing strategies.

Positional defense

As you know, in order to protect yourself from enemies, a defensive fortress must be built. However, it is always worth remembering that a static defense that does not provide for any forward movement is a sure path to defeat. And if the marketing strategy adopted by a company is purely defensive, then it can be called short-sighted.

If we consider enterprises such as Coca-Cola or Bayer, then it can be argued that even in their work it is impossible to guarantee a stable income. A successfully developed marketing strategy (using the example of the specific Coca-Cola company) clearly adheres to the line of expanding the range of its products and developing new types of production. And this despite the fact that this company produces its products in huge quantities! Coca-Cola's share of the global soft drink market is almost 50%. But the marketing strategy that the company adheres to leads to the fact that it is actively buying up companies that produce fruit drinks. And this is in addition to expanding the range and introducing the latest technologies.

Flank protection

Companies that occupy leading positions in the market need a special marketing strategy. Its main goal is to create a “border service” and concentrate “combat-ready units” on the most vulnerable borders. But flank protection is considered the most effective, which provides for the conditions for the detailed development of all operations and their phased implementation. And in this case, we can give examples of failures of marketing strategies. For example, the main mistake of General Motors and Ford was the lack of proper training. At the moment when European and Japanese manufacturers began attacking the market, these firms did not take them seriously. As a result, American automobile companies lost part of the domestic market. After all, Japanese manufacturers have offered the American consumer vehicles that are compact. Such products have attracted interest from a wide range of car enthusiasts.

Pre-emptive strikes

How to develop a marketing strategy? An example of the organization of proactive actions can be found in the history of various companies. They come down to the use of several methods.

The first of them is similar to combat reconnaissance. For example, some firms affect one competitor in their market, attack another, and pose a threat to a third. This disrupts their activities.

The next method is to attack on all fronts. An example of a project's marketing strategy using such actions is the decisive step of Seiko, which offered 2,300 models of its watches to distributors from all over the world. Texas Instruments can also be mentioned here. She successfully used price attack tactics. One of the most basic objectives of such a marketing strategy is to maintain a high competitive level of the company's products.

International Marketing Strategy

Marketing strategy in banking

When developing long-term plans for the implementation of services by financial and credit institutions, their inextricable connection with IT areas is primarily taken into account. Thus, the development of a marketing strategy using the example of Cetelem Bank indicates a constant increase in the use of information technologies.

This process will require an increase in the number of sales points, as well as the number of employees. The bank's marketing strategy also assumes a significant increase in costs for equipment, telephony and telecommunications. At the same time, issues of effective use of financial investments are considered. Despite the complexity of the task, most of the most key aspects of the bank’s developed strategy are being implemented within the scheduled time frame.

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