Strategic Marketing

Orhan

13

Table of Contents
1.1.

Contemporary marketing strategies: ................................................................................................. 3

1.2.

Strategic marketing planning process: .............................................................................................. 4

1.3.

Design of market driven strategies: .................................................................................................. 6

1.4.

Translation of strategies into marketing programmers: .................................................................... 7

1.5.

Key marketing activities: .................................................................................................................. 8

1.5.1.

Limitations: ............................................................................................................................... 9

1.5.2.

Contributions and growth: ........................................................................................................ 9

1.5.3.

Contributions to informed marketing decisions: ....................................................................... 9

1.6.

Critical issues confronted in implementing managing the market driven strategies:................... 10

References:.................................................................................................................................................. 11

1.1.Contemporary marketing strategies:

This section will explain what constitutes the contemporary approach of the marketing strategies.
The contemporary approach refers to the era when marketing as the discipline of business
became the vital element of the business marketing strategy. The stress is now more with the
customers, the needs and also the perceptions will be about the products and also service. The
customer will be really the king so that they find the ways which helps them to please the
customers and win their loyalty. (Spirig, 2011)
The marketing orientation is the most popular ones among the contemporary orientations. They
involve the process in which the firm where they prioritize their marketing plans with the
marketing concept so that they supply their product and also offer their services which will suit
their change in the consumer tastes. (Mongay, 2011) The way the customers observe the firm
will utilize the market researchers for the analysis of the consumers desires and their
expectations which will help them to match their desires and the expectations which will suit
R&D efforts. This makes the company to come up with the products and services which has the
high probability which is welcomed with the consumers and more vital is with the potential
which helps them to satisfy their needs. The contemporary approaches could be subdivided into
following types and they are (Barlett, 2013)

Relationship marketing

Business/Industrial Marketing

Social Marketing

Relationship marketing: It is about the building of the healthy and the long lasting relationships
with the firm and with the customer so that the customer base can be utilized efficiently.
Business Marketing: The name will imply which is applicable for business to business domain.
They have context where marketing will take place between the business and also the
organizations. This will increase the marketing efforts to suit the customer needs.
Social Marketing: It is the marketing orientation where they give more emphasis by complying
with the norms which is existing with the social norms which is detrimental to society at large.
Case study:

The Amazon is the e-commerce website which conducts the business online. The marketing
tactics and the business will make sure that there is effective marketing which is success for their
product, service and also the business. The ever increasing and the use of the internet by the
marketers made the company to include the internet in their marketing plan. This explains the
importance which is attached to the e-marketing and presents the relationship between them.
(Spirig, 2011)
1.2.Strategic marketing planning process:
The strategic marketing planning is the vital documents which are used by the company for their
planning so that there is a road map where they survey the business environment so that they will
describe the problem, their threat and the opportunity in the industry which contains the
marketing strategy. It is the integral part of the business plan.

Contents in the marketing plan:

Summary and the contents:

The marketing plan will show the synopsis where the key points and the major
recommendations will follow the executive summary.
Environmental analysis:
The organization will discuss the mission statement. The situation will be more about the
environment of the market and the situational analysis is done here. The external environmental
factors like competition, market and marketing channels are assessed. The internal factors like
costs, profits and the human resources are also assessed. (Varadarajan, 2011)
SWOT analysis:
The company must be aware of their strength, weakness, opportunities and threats.

The

company should know their internal weakness and their strength at the same time the external
threats and opportunities. (Akkaya, 2012)
Marketing objectives:
Besides the SWOT the other major objectives of the organization is stated. This shows how the
organization is able to accomplish their plan. The objectives are market share, their profitability
and sales volume.
Marketing strategies:
They have two vital areas the target market and the marketing mix for the satisfaction of their
target market.

The marketing strategies will enable them to achieve their objectives.

(Varadarajan, 2011)
Marketing Implementation and action program:
The marketing program which is undertaken to implement the marketing strategy is assessed
here. The cost, actions taken and how they are done is assessed.

Financial projections/Evaluation and control:

The financial projections are required so that this helps in the determination of the marketing
plan which is working. They are reported either in the monthly or in the quarterly basis.
(Akkaya, 2012)

1.3.Design of market driven strategies:

The market driven strategies are developed in the following steps.

To become more market oriented:

The business becomes more market oriented when their culture is completely committed to the
superior customer value. This is vital in achieving the orientation of market where they use the
superior organizational skills for the understating and also satisfaction of customers.

The

understanding of customers and value of the requirements is very vital here. (Varadarajan, 2011)

To leverage their distinct capacities:

This helps them to leverage their capacities and develop their competitive skill. This helps them
to better understand how to penetrate into their market and increase their competition. This will
help them to expand their research findings to strong relationship between the market orientation
and the more superior performance. The companies must be more market oriented.
(Varadarajan, 2011)
To match the customer values:
There is a superior market orientation where they involve many bundles of the benefits like the
product, the services and the personnel involved. The costs will include the price for the
purchase, the time and also the energy which is involved and the perceived risk. (Akkaya, 2012)
To achieve superior performance:
The superior performance can be achieved by having more focus on the external environment.
The process will be identified and they will have more identifiable owners. The information can
be shared with all the participants. (Mongay, 2011)

1.4.Translation of strategies into marketing programmers:

The first mover advantage can always be a successful marketing strategy. This gives the notion
that they are the pioneer and they can charter the path. The one of the most popular and
successful marketing strategies are advertising on their popular websites. The low price is one of
the effective strategies which are used in the marketing programs. The marketing research will
be very effectively continuing and justifying their deployment of their market plan with the
specific geographic and demographic market. This will give the outcomes of the marketing
efforts. The local marketing will deliver the required tools for the local marketing success and
they include

Brand guidelines

Creative assets

Marketing planning

Best practices

Customer data

1.5.Key marketing activities:

There are seven key marketing principles which are to be followed and they are based on the
working system of the business. (Spirig, 2011)
Strategy before the application of the tactics:
The marketing strategy is created first so that they help in building the marketing activities for
core strategy. This begins with the definition of the perfect client for the company and also
communicating their key points of the difference from their competitors. This will concentrate
their efforts on the small and the niche markets with the focus on becoming the dominant player.
(Akkaya, 2012)
Narrow market focus:
They narrow down on their market focus and they stop trying the things for all people. They
focus on the marketing strategy and the tactics with the small area and become more dominant
player. (Mongay, 2011)
Differentiate:
This will help in the identification and the communication which allow their prospectus to allow
their firm to differentiate them from others in the industry.
Marketing materials must educate:
The marketing information must provide the information on the products, their websites and
also other forms of communication which allow their prospects for appreciating their expertise.
(Varadarajan, 2011)
Coordinate the lead generation trio:
The large portion of the leads will function as the system in the place and they refer as the
referrals and this adds to the advertising and public relations to the system where they amplify
their efforts with each other.
Create the total online presence:

The majority of the purchase decisions is based on the research online and they are simply not
enough for their website and they must be found easily online. This requires that they have their
major focus with the engine optimization. (Spirig, 2011)
Live by the business calendar:
The best way for the creation and forwarding the marketing strategy is to schedule their
marketing activities every day and week.
1.5.1. Limitations:
The marketing managers must act in the more responsible manner since they are bound to the
consumer laws and thus the marketers and the suppliers have the care for their customers. The
goods that is sold must be satisfactory by the customers and should abide by the laws and
regulations of the country where the sales is made. The consumer acts also make sure that they
are free from the unfair trade regulations act.

The company must also follow the good

advertising practice as per the norms and must be in line with the competition. (Mongay, 2011)
1.5.2. Contributions and growth:
The marketing gives access for the rapid expansion and growth of the prospects and customers
with the digital CRM and the social aspects. The feasible and they have the ability to link their
customer and also the product data so that they can understand the entire customer relationships.
The front investment requirements will have the software as the service and cloud based business
models. The improvements will increase the ability to measure what will happen and refine
according to that. (Akkaya, 2012)
1.5.3. Contributions to informed marketing decisions:
The business must provide the clear information for the customers so that they can make the
informed purchasing decisions with the business, goods and the services which is sold and rights
of the consumers to cancel their orders. (Akkaya, 2012) The market research will gather and
record the information about the consumers, market and the product competition in the more
organized way. There are three ways in which they can gather the information and they are
1. The internal information is held by the organization with the details of the customers
who are in the existing mode

2. The external primary information is the information which is collected by interviewing

the customers and also the potential customers for getting the views about the company
and their products.
3. The external secondary information can be collected by making use of published sources
of information which is produced by the marketing organizations about the products and
the brands. (Barlett, 2013)

1.6.Critical issues confronted in implementing managing the market driven strategies:

The one of the vital issues which will confront the MNC is to identify and best use the
advantage to their core competencies and this helps in combining the innovative ways for the
provision of the competitive advantage with the more attributes of the organization. They also
ensure that there are economies of scale across the enterprise which is used for production of
more flexible response capacity. The enterprise will not be directly involved in the export-based
sectors and they are linked with the suppliers so that they are required to make an improvement
in their operational performance and the product quality which will meet the higher standards.
This may be affected by the improvement in the efficiency in general and more difficult business
environment with the competition from the urban informal sector. (Spirig, 2011)
The marketing strategy must be made sure that they provide the superior customer value. The
relationship must have their priorities by collaborating with their customers, suppliers, value
chain members and even the competitors. The environmental, ethical and the corporate social
responsibility aspects of business practice will be the critical concerns for the individual
executives with their companies where they require the management direction and the active
involvement with the entire organization. The customer diversity and their new forms of the
competition will create the more impressive growth and performance opportunities. (Spirig,
2011)

References:
Akkaya, F. (2012). Global Marketing Strategies. Journal of strategic management , 45 67.

Barlett, J. (2013). Marketing Strategy. Journal of Marketing Strategy , 23 - 45.

Mongay, J. (2011). Strategic Marketing. A literature review on definitions, concepts and

boundaries. Journal of Strategic Marketing , 34 - 56.

Spirig, R. (2011). International, Market-Driven Expansion Strategies in General Achieving Sustainable Growth in Times of Uncertainty . Journal of Marketing , 34 - 56.

Varadarajan, R. (2011). Strategic marketing and marketing strategy: domain,definition,

fundamental issues and foundational premises. Journal of Academic Marketing science ,
34 - 45.