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Marketing Strategy

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MARKETING STRATEGY INTRODUCTION

At the end of this module the learning
outcomes are:
1. Concepts of corporate and marketing
strategy
2. Importance of marketing strategy
3. Scope and activities of marketing strategy
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SUGGESTED READINGS
1. Strategic Marketing
by
David Cravens
Chapter 1 to 4
2. Strategic Marketing
by
Wilson & Gilligan
Chapter 1 and 2
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Your answers

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Now again , what is marketing?

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So , Marketing is

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WHAT IS BUSINESS
STRATEGY

WHAT IS BUSINESS STRATEGY

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In other words

Strategy is the means an organization uses to

achieve its objectives
Strategy implements managements concept of

Business scope
Mission
Objectives

Managements skills and vision in addressing

these issues are critical to performance of the
corporation
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Lets study the Marketing

Strategy of

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Steps we learnt from Unilever

What type of business should we be in?

Which market segments to attack?
What time frame?
Should we be market leaders?
Mass markets versus niche markets?
If we have many businesses how should resources be
allocated?
Of the various alternatives, which will produce the greatest
returns?

.
Many more issues confront an organization!

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LEFT-HANDED AND RIGHTHANDED ORGANIZATIONS

LEFT-HANDED
Financially driven
Planning of expenses, debt, sales
When sales slip, tendency to cut expenses to
boost profits
Typically with British and US organizations

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LEFT-HANDED AND RIGHTHANDED ORGANIZATIONS

RIGHT-HANDED
Market-driven organizations
Primary objective of satisfying customers
Business decisions flow back from an
understanding of customer rather than from a
financial requirement
Typically with Japanese organizations
Increasing shift towards right-handed approach
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Recommended texts

Strategic Market Management 9th ed. by David A. Aaker; published by

Wiley
Baines / Fill / (2008) Marketing. Oxford (with online content)
Brassington & Pettitt (2008) Principles of Marketing. Prentice Hall (4th
Ed)
Lovelock, C, Wirtz, J Services Marketing (6th Edition) Pearson Prentice
Hall
Palmer, A Principles of Service marketing (5th Edition) McGraw Hill
Wilson, A (2008), Services Marketing, McGraw Hill, European Edition
Kapferer &Bastien, The Luxury Strategy Kogan, 2010
Keller, K Strategic Brand Management (3rd Edition) Pearson
Kapferer, J The New Strategic Brand management (4th Edition) Kogan
Page
Lincoln &Thomassen, Private Label, Kogan Page 2009 Marketing
Management
Marketing Management Mullins, Walker , Boyd , McGraw Hill (6th
Edition), Business Strategy (general)
Johnson Whittington & Scholes, Grant, Exploring Corporate Strategy (all
editions)

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