Company strategy is a reference point for preparing an effective marketing strategy.
Many companies are not aware of that and try to create marketing concepts avoiding the stage of preparing the company development strategy. This contributes, in the best case, to low effectiveness of marketing activities and high costs or, in extreme scenarios, drop of sales along with intensification of marketing activities, which is a paradox.
Such phenomenon is a result of lack of cohesion between marketing communication (promise) and the actual offer of the company (promise fulfilment).
Strategic marketing (or marketing strategy) serves the elimination of such lack of cohesion and optimisation of the effectiveness of marketing investments.
Marketing strategy – main elements offered to your company:
- Company strategy - a starting point for the determination of marketing strategy. Based on the strategic diagnosis (strategic analysis) and the assumed strategy for the company development it is possible to determine what products/services and on what markets the company is willing to development, which should be maintained and which should be withdrawn.
Customer segmentation - Customers are not a homogeneous group, therefore, depending on the type of products/services and the market on which the company is willing to operate, there will be present significant differences between the particular customers. As regards B2C market, the differences will depend on the sex, age, profession, education, income, place of residence, leisure activities, interests, decision-making methods as regards shopping, etc. As regards B2B, the differences will result from the headcount, income, ownership, legal form, reach of operations as regards territory, etc. Segmentation serves the creation of possibly homogeneous
groups of customers.
- Segment attractiveness means determination based on the previously assumed criteria which groups the company wishes to actively attract and maintain, and from which it deliberately resigns. The resignation decision contributes to optimisation of the marketing budget and proper allocation of resources.
- Determination of the needs of the target customer groups for each of the selected segments and determination of the importance level will contribute to better adjustment of the attributes of the very product or service, price level, distribution channels, customer communication channels and brand positioning in reference to competitive offers.
- Preparing a marketing strategy including a description of the target customer groups in which the company is willing to invest, the needs of the target customer groups and the methods in which the company products and services will satisfy the needs, as well as the characteristics differing the products and services from those of the competitors (brand position and image), sales channels to be used, unique selling position determining the structure of the marketing message, channels and tools to be used in customer communication, method of measuring the effectiveness of activities, value and structure of the marketing budget within the planning timeframes.