Marketing strategy helps organizations to focus theirattention to complete resource utilization to increase sales and win over theircompetitors. Every company applies some kind of marketing strategies tomaintain existing customers, attract potential customers and also to maintainand enhance their reputation in the market.


When designing a marketing plan, first a marketing strategyis taken into consideration. The marketing plan consists of steps to be takenso as to attain success in the implementation of the marketing strategy chosen.Big projects involve selection of different strategies at different levels.Usually a strategy consists of well-sketched tactics. They are meant to meetthe needs and finally reach marketing objectives. Each of the strategies haspre-calculated results because when a particular strategy is chosen at aparticular level, its outcome becomes the goal of that particular level. Ifthere is an absence of a well thought strategy in a marketing plan means it issupposedly lacking a good foundation. A reasonable marketing strategy shouldnot only facilitate marketing goals, but also the action sequence of acampaign.


At regular time intervals the firm should analyze themarketing decision. This is done with the help of strategic models and the 3C'smodel is considered for this purpose. To calculate the company's strategicposition, Ansoff matrix is used. The 3C's model determines the factors, whichleads to the success of a marketing campaign. There are three key partiesinvolved in this model the corporation, the customer and the competitors. Theinvolvement of all the three key parties leads to positive results and thisinvolvement is known as the 3C's or strategic triangle.


The role of the corporation is to increase the strength ofthe company in the success critical areas, when compared to that of thecompetitor. The customer and his interest form the basis of any strategy. Thecompetitor also plays a vital part. The competitor-based strategies are basedon the functioning of business competitors like design and engineering, salesand servicing, and purchasing.


When making a marketing plan depending on some particularstrategies known as mix strategies are used. 4P's model is used to calculatewhether the plan is sticking to the strategies or not. The four Ps stand forproduct, price, place and promotion. Products are goods produced by the companyon a huge scale for the purpose of selling them and earning profit. Price isthe money paid for a product by the customer. The price is based on manyfactors like competition, market share, customer perception and productidentity. Place where the product is sold can be either physical store or storeon the Internet. It is also known as distribution channel. To make the customerknowledgeable about a product, the marketer does promotion. It involvesadvertising, public relation and point of sale.


There are different types of marketing strategies based onsome criteria. Challenger, Leader and Follower are types of market dominancestrategies. Market dominance strategies are used to dominate the market. Costleadership, Market segmentation and Product differentiation are types of portergeneric strategies. Porter generic strategies are built on strategic strengthor competing abilities and strategic scope or market penetration. Closefollowers, late follower and Pioneers are types of innovation strategies.Innovation strategies are meant to trigger the rate of product development andmodel innovation. It helps the firm to incorporate latest technologies.Intensification, Diversification, Vertical integration and Horizontalintegration are types of growth strategies. Growth strategies facilitate thegrowth of the organization. Marketing warfare strategies are conjunction ofmarketing strategies and military strategies.


A marketing strategy or a mix of them is chosen only afterthorough market research. A marketer should always be ready to face any kind ofsituations like if the strategy is changed in the middle, he should be able toperform another market research so as to choose the proper strategy, within ashort period of time. This can be done easily if you have experience.


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