Strategic marketing: tasks, functions, fundamentals
Strategic marketing - undertakenan enterprise of action, the main idea of which is to increase the productivity indicators of the work process. To achieve the goal of the company, the company regularly organizes events aimed at providing the buyer with such goods that are most valued by him. It is important that the product is preferable to the one proposed by the competitor. Through the approaches of strategic marketing, you can fully, efficiently use all the resources that the enterprise has, thereby increasing the profitability of the product and service.
Strategic and tactical marketing -techniques that help to identify all the strengths, weaknesses of the enterprise in comparison with competing organizations. The term implies an active process of long-term planning, the main task of which is to improve the average market performance of the company. Detailed analysis allows us to understand what are the real capabilities of the legal entity, which can be adapted to current capabilities and resources. Planning helps to create the potential for development, growth, increasing the profitability of the company. The main task of the strategists working on the marketing program is to form such a development plan, formulate such goals so that the company develops, and the financial results become better. At the same time, attention is paid to the correct formulation of the mission of the enterprise, the creation of a balanced, promising commodity portfolio.
Strategic marketing - planning work in thecompanies in the long-term and medium-term perspective. Personnel responsible for the development of the program formulate a strategy for improving the company, its objectives. The essence of the strategy is the adjustment of the enterprise's capabilities to market demands, demand. In fact, the internal economic environment is balanced against external conditions.
Strategic marketing can meancreating one program for the development of the company or several plans at the same time. The key to success is choosing exactly the strategy that will be effective in relation to the product being promoted, the market in which the company is represented. The strategy may include:
- expansion of business ties;
- improvement of the internal structure of the firm;
- development of new markets;
- lower activity in an unpromising area;
- closing of loss-making sectors of activity;
- opening of branches abroad;
the conclusion of agreements with foreign partners for the development of territories where previously successful work was not possible.
Strategies and tactics
Strategic marketing involves the use ofa certain program that takes into account the features of the market chosen by the legal entity. Different companies apply programs that are fundamentally different from each other - all individually, so it is necessary to work out your own plan on your own, taking into account the specifics of the company's activities. Among the indispensable tools of the work are mathematical market models, game theory laws, risk analysis and the choice of the most expedient ways of development. Strategic marketing firms can combine several such approaches simultaneously.
When developing the development program of the company inlong-term perspective, it is necessary to assess the segmentation of the selected market, as well as the territory for which it is planned to exit. A reasonable, promising option - the formation of a marketing campaign in such a way that consumers from different segments respond equally to the product being promoted. Analysts should identify the characteristics of the public, social aspects and psychological traits characteristic of the average consumer in a particular market segment. Based on this analysis, you can understand in which areas the audience is already ready to buy services, products of the enterprise, and what else is to be won.
Forward to success!
Developing strategic marketing helpsto plan the company's activity taking into account favorable prospects. Analysts find out what the market capacity is for the chosen work profile, how strong the competition is, whether the demand is high. Having carried out a thorough research of the region, it is possible to evaluate how to get out with the new product as successfully as possible - how to imagine it, how much to offer. To do this, it is necessary to assess the consumer parameters of the market, segment, product, taking into account the reputation of the enterprise.
One of the tasks of strategic marketing -Determination of the optimal time to market with the product. This is especially true if a seasonal product is presented to the client's attention. Before the presentation of the proposal, an advertising campaign should be conducted to attract attention. In addition, the reaction to advertising makes it possible to assess the prospects that products are waiting for: an unfavorable situation can be identified. If analysts can reasonably assume that in some not too distant future the demand for a product will be higher, it is reasonable to transfer the release of goods precisely for this period.
Theory and practice
Another task of strategic marketing -elaboration of the procedure for entering a new market. Considering the experience of successful enterprises, one should pay attention to the practices of Japanese firms: first, there is a fixation on the market of a country in which there is no national producer of a specific product. Having accumulated certain experience, the firm can develop further, gradually embracing the powers, where there are also their producers in the chosen field of work. This strategy was called "laser beam".
A typical example: automotive Japanese enterprises, which initially opened only in several northern countries, Ireland. Only with time, when it was possible to create a solid reputation, to accumulate experience in building a product, to understand what exactly the consumer expects in this area, so far from home, it was decided to start conquering more complex markets. In the process of strategic marketing, it was thought out how to come to success in Belgium and Austria, some other European countries. Having achieved success in this, Japanese corporations also ventured to present their product in the automotive markets of countries traditionally distinguished by their powerful concerns in this field.
Attention to details
If you analyze the applied Japaneseenterprises in the international market of strategic marketing, you can see that he initially assumed a long-term plan. This strategy is generally characteristic of the firms of the Land of the Rising Sun. Features of the program implementation are noteworthy. At first, exports were available to broad masses, but high-quality cars, which allowed satisfying demand among the townsfolk who were not too picky about the goods. This made it possible to form a stable stereotype: in the mind of the man in the street, Japanese cars became synonymous with excellent quality and reliability. There was a platform for expanding influence, which resulted in the delivery of a more expensive product, specialized, and also allowed to open own production facilities in the countries where cars had previously been brought exclusively ready.
Strategic marketing of companies whose exampleconsidered, was immediately built taking into account the complexity of the aspect of marketing in the European powers (and any other capitalist country). Competition is growing rapidly, the consumer demands a new product, and the survival of each individual company is possible only in conditions of a successful combination of long-term planning and a clear instant response to demand. Simultaneously, one must be ready for taxes and duties - not only existing, but have certain reserves in case new ones are introduced.
Success in our days: what to stake on?
Strategic marketing of enterprises wishing toto achieve success in the present or in the future, must be built taking into account the most promising area available in the modern world: science-intensive, innovative technologies. This applies equally to goods and services. Areas considered to be promising:
When planning the future of an enterprise, it is wise to considerthe opportunity to participate in the leasing program. Technical, technological, scientific superiority over a competitor is the main component of success. The development of strategic marketing involves an increase in the existing gap, while it is important to remember that other market participants are also not sleeping - they are trying to use promising tools for their own good, to break out in the first place.
- increasing the intensity of research and development (R & D);
- disposal of unprofitable product;
- active adjustment in accordance with the requirements of the time;
- capture of wide territories (the whole planet);
- application of the most modern methods and approaches;
- the highest possible speed of distribution in different markets;
- specialization on a specific client group.
Attack and defend yourself
The above strategic marketing andmarketing strategy can be rightfully called offensive. This is not ready for any enterprise - for example, others believe that there is not enough resources. An alternative is a defensive program, which involves protecting the occupied position in the market from competing enterprises.
By the way, no one forbids to conduct an offensive strategy on one market, and on the other - defense.
Classical defensive program -leaving the selected segment, transferring resources to other, more promising, reliable ones. Most relevant, if the product is unprofitable, it looks the same in the future.
Yesterday Today Tomorrow
One of the methods of strategic marketing -making a long-term forecast taking into account the adjustment of the consumer period. The tactics of the enterprise should be based on the peculiarities of the conjuncture, the principles of the formation of the market. On the basis of a full analysis, it is formulated, what should be the assortment of the product to meet the demand. The optimal time for tactical planning is a year, a maximum of one and a half. The plan should be audited regularly, long before the expiration of the selected period. This helps to correct the line of activity of the company and quickly adapt to market changes.
The organization of strategic marketing givesthe ability to create successful processes of product movement, find methods to stimulate transactions, improve the effectiveness of advertising campaigns, taking into account the life cycle of products. When planning to seize a new segment, it is through marketing that the company receives information about the principles of successful entry into the market.
And if more?
One of the functions of strategic marketing -creating a system for the movement of the product. Working correctly, without failures, logistics is the guarantor of timely receipt of the required volume of the product in the adequate state to the consumer. This increases the economic performance of the enterprise and is one of the factors in the formation of a good reputation.
Another function of strategic marketing -study the provisions of the advertising campaign. It must be launched on time, not sooner and no later, with convincing slogans and effective messages. If the work is performed poorly, the consumer simply does not know about the properties of the outgoing position, and therefore can not connect it with their own needs. At the same time, scientists found out that it is advertising that often reveals the needs of a buyer, for which it is not clear before, and encourages the purchase of a new product.
Correctly selected moment, correctthe tactical program is the key to successful promotion of the goods. But the error can turn into considerable losses, as sales, sales volumes and advertising scales can so unsuccessfully combine with each other that the company will be on the verge of bankruptcy.
Responsibility and success
Strategy is a plan whose main idea is to "achievement by the firm of all formulated goals. Strategy development is the area of responsibility of the enterprise manager. It is he who must understand what is the most promising direction of work, how to develop in it, what decisions will be justified, and how the actions will be effective.
The head must analyze allpossible ways and methods of expanding the company's activities, on the basis of which to choose the most promising option. It is for him that the company will go. After the initial decision is taken, it is necessary to work out actions that will increase the ability to compete with other market participants, and also to choose the best business approaches.
Planning the management of the company, you need to evaluateall aspects of activity, both monetary and production, personnel and material, marketing. The strategic choice obliges all actions and decisions in the future to subordinate to him. The activities implemented by the company will have to match the chosen strategy. Unity of goals is the key to the success of the firm.
Difficult, but possible
The main problem of formulating a successfulstrategies - the complexity of forecasting for long time intervals. On the one hand, once the plan is formulated, there is no need to rework it, on the other hand, the program still does not allow for static, but requires innovative introductions and adjustment for market conditions. By adapting the strategy to the requirements of this and foreseeable future, it is possible to understand in which direction the development will be the most promising, which means that the enterprise will be able to notice and use favorable market conditions in time, effectively using the advantages currently available.
The strategy is clearly regulated as necessaryto enter into competition, what strengths of the firm will help to win back its "place under the sun". At the same time, the program must take into account the features of the market, the buyer to whom the product is directed. The approach is conceptual, special, and attention is paid to all types of the company's activities. Only such a strategy, which reflects the main vector of activity, will be effective at the same time taking into account all possible, planned. In this case, you should adhere to the "golden mean": if the strategy is too complicated, it will be impossible to understand the essence of all components and link them together, and therefore implement. The more departments, responsible persons, lines of activity, the higher the probability of confusion and mistakes.
The choice of strategy should be based on the information obtained in the analysis of the following aspects:
- field of activity;
- advantage over competitors;
- market availability;
- type of economic activity.
The first involves identifying such markets,which can become an active service enterprise, as well as promising segments. When analyzing the benefits, attention is paid to all those positions that represent a profitable difference from other companies involved in similar business.
Market access implies analysisavailable supply channels, sales, their applicability to a particular enterprise, which plans to start working in the selected market. Finally, the fourth aspect is the choice of the scale of the activity, the specific direction that will lead to success.
Decision-making on the above-mentioned aspectsit is interconnected, each of the choices causes another, and changing at least one of them forces to make changes to other elements of strategic planning and marketing project. In fact, the company's strategy is an integrated choice of all elements in the aggregate.
Attention to all parties of the issue
Analyzing the scope of activity, it can be understood thatis a target audience, with what competitors will have to fight for its attention, what advantages will help to achieve the best financial result. These strengths of the company are extremely important in the formation of a unique position of the enterprise in the market, as well as in presenting the product to the buyer. Drawing consumer's attention to the most important aspects, you can create an advantage against the background of rivals.
Market access forces us to seekalternative distribution channels. To control the cost factors, it is necessary to set up such a management of the marketing channels, which will allow to ensure the cost-covering profit. As the practice of modern firms shows, it is the control of sales channels that is one of the most important questions of strategic marketing for almost any modern firm counting on long-term work.