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Strategic Marketing Unit 1

Strategic marketing incorporates a broader statement of direction for an organization to effectively manage its marketing tasks and attain its objectives. It is market oriented, creates competitive advantages, and establishes profitable and sustainable market positions. The strategic marketing process derives from delivering value to customers and involves analyzing the environment, determining strategic intent, formulating market offerings, and monitoring performance.

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Rishabh Gangwar
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275 views

Strategic Marketing Unit 1

Strategic marketing incorporates a broader statement of direction for an organization to effectively manage its marketing tasks and attain its objectives. It is market oriented, creates competitive advantages, and establishes profitable and sustainable market positions. The strategic marketing process derives from delivering value to customers and involves analyzing the environment, determining strategic intent, formulating market offerings, and monitoring performance.

Uploaded by

Rishabh Gangwar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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STRATEGIC MARKETING

PURPOSE & MEANING


MARKETING WITH A FOCUS ON SUSTAINABLE
COMPETITIVE ADVANTAGE

EYE ON

Customer’ Company’s
s needs Competition resources
MEANING
• Marketing incorporating a broader
statement of direction for an
organization.
• Deals with such decisions that call for an
effective management of its marketing
task with an objective to attain
organization's wider objectives
Key Elements of Strategic Marketing

• Market Oriented

• Creates Competitive Advantage

• Establishes a Profitable Market Position


• Establishes a Sustainable Market Position
• Forces that Determine Industry Competition
FRAMEWORK OF STRATEGIC MARKETING

WHERE ARE WHERE DO WE


WE NOW? WANT TO BE?

HOW DO WE
KNOW WHEN HOW DO WE
WE GET GET THERE?
THERE?
FRAMEWORK OF STRATEGIC MARKETING

WHERE ARE WE? WHERE DO WE


WANT TO BE?
•Environmental Analysis • Segmentation
•Internal Analysis • Targeting
• Positioning

HOW DO WE KNOW HOW TO GET THERE?


WHEN WE GET •Product Development
THERE? •Innovation Strategies
Strategy Implementation •Branding Strategies
& Control •Alliances
STRATEGIC INTENT

WHERE DO WE HOW DO WE
WANT TO GO? INTEND TO GET
THERE?

VISION + INTENT

Addresses two major issues:


• Which Markets to Enter?
• How to Compete in these Markets?
VISION Vs OPPORTUNISM
• Strategic Vision: Longer term futuristic
perspective. (SENSE OF DIRECTION)

• Strategic opportunism: Focuses on the


present and positions the firm in a dynamic
environment. (FLEXIBILITY &
RESPONSIVENESS)
SUMMARY OF MEANING
• Success of strategic marketing lies in striking a
fine balance between strategic vision &
strategic opportunism.

• Provides a blue print for long term & short


term decisions.
• STRATEGIC PREPAREDNESS/
STRATEGIC READINESS

• STRATEGIC WINDOW
STRATEGIC MARKETING PROCESS

• Derived from the business process

• Task of Business: To deliver value


VALUE DELIVERY PROCESS
MAKE THE PRODUCT SELL THE PRODUCT
DESIGN PROCURE MAKE PRICE PROM DISTRI SERVI
SELL
OTE BUTE CE

CHOOSE VALUE PROVIDE VALUE COMM. VALUE


PRODUC MAKE Distr/ Salesforce/ Adv/
S T P SERV. PRICE
T DEV. Serv.
DEV Sales promo
STRATEGIC MARKETING TASK

STRATEGIC MARKET SCOPE


DIRECTION

FORMULATION MONITOR &


OF MARKET CONTROL
OFFERINGS PERFORMANCE

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