• A marketing strategy is a process or model to

allow a company or organization to focus

limited resources on the best opportunities to
increase sales and thereby achieve a
Sustainable competitive advantage.
• Start with your business goals: these are the highest-level
objectives of the business, or mission statement.
Next comes the marketing strategy: the high-level rules that will
govern what marketing efforts you focus on.
After you’ve defined your marketing strategy, you will define the
marketing mix: plans for Product, Pricing, Place (Distribution),
and Promotion.
Then the final step is writing a marketing plan, which will
describe the specific, detailed marketing activities that you plan
on engaging in to achieve the marketing strategies and business
goals.
• Kenichi Ohmae is one of the most well known world’s
leading business and corporate strategists.
• The 3C’s model provides a strategically look at the factor
which is required for the success in any business process.
• It points out three key factors for the success.
• In the construction of any business strategy, these three
models must be taken into account. They are:
• The Corporation.
• The Customer and
• The Competitors.
• Ohmae considered these three factors as the three C’s or strategy
triangle.

• The corporation: The Corporation needs strategies for maximizing its

strength relative to the competitions in functional areas that are very
difficult to achieve success in the industry. The corporation plays roles as:

• Selectivity and sequencing

• Make or buy
• Cost-effectiveness
• Selectivity and Sequencing: The Corporation does not have to lead in
every function to win. If it gets gain decisive then only it will improve its
other functions which are below average.
• Make or Buy: It becomes a critical decision for a company
to subcontract a major share of its operations. If its
competitors are approaching then it make use of
• subcontractors or vendors to make the function at earliest
as possible, this leads to difference in cost structure.
• Cost-effectiveness: Improving the cost-effectiveness can
be done in three ways;
• By reducing basic cost
• By exercising greater selectivity
• By sharing certain key functions with other companies
• The Customer: clients are the base of any strategy,
means a company that is genuinely interested in its
customers will be interesting for its investors and take
care of their interests automatically.
• Segmentation is helping to understand the customer.
• Segmentation by objectives: here differentiation is done
on the basis of the ways the customer use products.
• Segmentation by customer coverage: here
differentiation is made on the basis of coverage of a
product over the market.
• The competitors:
• The strategies based on competitors can be
built on by looking at various available sources
of differentiation in functions.
• Today we add 2 more c
• Collaborators (dealers,suppliers)
• Context (PEST analysis)