Strategic Marketing
Strategic Marketing
Contents
Abstract
Strategic marketing is the plan and roadmap of an organization which help to fit the marketing objectives with corporate vision. An organization’s ultimate target is to achieve competitive advantage in the market. Strategic marketing assists an organization to implement its marketing strategies to create positioning in the market so it becomes easy to achieve competitive advantage. TechCom Electra, an organization that produces electronic products like TV, refrigerators, CD and DVD players, micro wave, has come in the market and running its commercial operation for two years. The organization wants to develop a strategic marketing plan so it can achieve competitive advantage within few years. To develop strategic marketing plan for the organization it is essential to understand and assess the role of strategic marketing in an organization, analyze relationship between corporate strategies and marketing strategies. It is also important to understand that how marketing strategies be developed. Once the marketing being developed organization needs to understand how to carry out strategic marketing analysis. It includes evaluation of both internal and external environment and success will derive by a proper integration between these two. Organization also needs to analyze strategic marketing decisions and choices. These include decisions and choices made at corporate level, assessing how these decisions influence marketing at business unit and functional level. To understand how a range of marketing strategies can be implanted to contribute to competitive advantage we need to identify a range of marketing strategies such as segmentation, targeting, branding, service marketing, pricing and distribution. We have to analyze marketing communication strategies also and these include MARCOM strategic process, setting objectives, media choices, the role of public relation. Finally we need to analyze the application and
Contents
Abstract
Strategic marketing is the plan and roadmap of an organization which help to fit the marketing objectives with corporate vision. An organization’s ultimate target is to achieve competitive advantage in the market. Strategic marketing assists an organization to implement its marketing strategies to create positioning in the market so it becomes easy to achieve competitive advantage. TechCom Electra, an organization that produces electronic products like TV, refrigerators, CD and DVD players, micro wave, has come in the market and running its commercial operation for two years. The organization wants to develop a strategic marketing plan so it can achieve competitive advantage within few years. To develop strategic marketing plan for the organization it is essential to understand and assess the role of strategic marketing in an organization, analyze relationship between corporate strategies and marketing strategies. It is also important to understand that how marketing strategies be developed. Once the marketing being developed organization needs to understand how to carry out strategic marketing analysis. It includes evaluation of both internal and external environment and success will derive by a proper integration between these two. Organization also needs to analyze strategic marketing decisions and choices. These include decisions and choices made at corporate level, assessing how these decisions influence marketing at business unit and functional level. To understand how a range of marketing strategies can be implanted to contribute to competitive advantage we need to identify a range of marketing strategies such as segmentation, targeting, branding, service marketing, pricing and distribution. We have to analyze marketing communication strategies also and these include MARCOM strategic process, setting objectives, media choices, the role of public relation. Finally we need to analyze the application and
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