STRATEGY

IMPLEMENTATION
FUNCTIONAL /MARKETING
STRATEGIES

STRATEGY IMPLEMENTATION

Strategy implementation is defined as the

manner in which an organization should
develop, utilize, and amalgamate
organizational structure, control systems,
and culture to follow strategies that lead to
competitive advantage and a better
performance.

DEFINITION
Functional strategy is the approach a
functional area takes to achieve corporate
and business unit objectives and
strategies by maximizing resource
productivity.

TYPES OF FUNCTIONAL
STRATEGIES
Marketing

strategy
Research and Development
Strategy
Human Resource Strategy
Financial Strategy
Information Management
Strategy

MARKETING STRATEGY
Marketing strategy deals with Pricing, selling and
distributing a Product.
2 types of strategies:
*Market Development.
*Product Development.

RESEARCH AND DEVELOPMENT

STRATEGY
Research

and development strategy deals

with 2 very important things:
Product Innovation
Process Improvement
It also deals with the questions like, - how
new technology should be assessed?
-internal development -external acquisition
etc.

HUMAN RESOURCE STRATEGY

Human

Resource Strategies are an

organizations plans for managing
people, culture, structure and training
and development and for determining
how people fit into an organizations
future growth.
Some companies divide the strategies
into 4 major areas; culture, people,
organization and human resource
systems.

FINANCIAL STRATEGY
It

focuses on the alignment of

financial management within an
organization with its business and
corporate strategies to gain strategic
advantage.

INFORMATION MANAGEMENT
STRATEGY
It

focuses on the alignment of

information management within
an organization with its business
and corporate strategies to gain
strategic advantage.

MARKETING STRATEGIES

What are marketing strategies?

Marketing

strategies are a process of using the

marketing mix to satisfy and attract consumers to
make a profit for the organization.

There

are many types of strategies such as

Market Scope Strategy

Product Strategy
Promotion Strategy
Pricing Strategy
Distribution Strategy

Types of Marketing
Strategy
There are two levels of strategizings
General Marketing Strategies
Decision Area Strategies

General Marketing
Strategies
Can be apart of the following
categories:

Market Expansion

Market Share Growth

Niche Market

Status Quo

Market Exit

Decision Area
Strategies
Used to achieve
general marketing
strategies by
considering the
4ps and the 2cs

MARKETING EXPANSION

Used to grow overall sales

There are two approaches

Grow Sales with existing product

This is done by getting existing customers to buy more, getting

potential customers to buy and selling current products in new
markets

Grow Sales with New Product

Introduce updated versions of a existing product, introduce

products that are extensions of a current product or just introduce
products that were not previously marketed

MARKET SHARE GROWTH

Used to increase market share of a company

Best way: Take sales away from competitors

MARKET NICHE

This strategy focuses on getting a segment

of the overall market
This focuses on getting the product
introduced to the larger markets as a
different and unique product.

STATUS QUO

This is a strategy used to keep the current

position of a marketer in the market.
Ex. Maintaining the same market share

MARKET EXIT
This strategy is getting rid of the
product in the market.
This can be done by removing the
product from the companys product
mix or by selling it to another
organization.

Decision Area Strategies

There areas that support decision
area strategies are
Target Market Strategy
Product Strategy
Pricing Strategy
Distribution Strategy
Promotion Strategy

MARKETING PROCESS

THANK YOU!