Strategic Marketing

by
Jim Blythe
Definition: Strategic
Marketing
“Strategies are meant to ends, and these
ends concern the purpose and objectives
of the organization. They are the things
that business do, the paths they follow
and the decisions they take in order to
reach certain points and levels of Success”
Strategic planning is to work towards the
Organizations Objectives.

 Gain Competitive Advantage

 Profitability
 Growth in Market Share
 Increase Share holder’s Value
 Achieving Stability
 The Nature of Strategy
Three Dimensions of Strategy
Process: The Ways in which strategy comes about.
How, why & when of Strategy

Content: What should be the Strategy?

Context: ‘Where’ of Strategy. Environment.

Strategy Process
 Analysis

 Formulation

 Implementation
Strategy Content
Three Fundamental Levels of strategy present
in an organization:
 Functional Level

 Business Level

 Corporate Level

 Industry/Enterprise Level
Strategy Context

 Internal Environment

 Industry Environment

 International Environment
Organization exist to FULFILL a Purpose and
Strategy is intended as a guide towards
reaching that purpose.
Marketing strategy &
Corporate Strategy
Functionally:
 Marketing Strategy is concerned with four
P’s
 Corporate Strategy stands above
marketing strategy.
Customer Oriented Firm:
 Both are indistinguishable
Marketing Management

 Identify Needs
 Develop methods to meet those needs
 Promote Products
 Handle the exchange Process
 Monitor
Strategy & Tactics

 Strategy: Where we want to be?

 Tactics: How we get there?

e.g. Spending a Weekend in another city.

 Difference
Strategic Thinking Tactical Thinking
 Difficult/Impossible to  Easy to modify
reverse
 Involve overall
direction  Short Term
 Long Term
 Can be run alongside
 Can’t Run parallel with
with other tactics
other strategies
Strategic Planning System
 Formal Planning – Stable Conditions, Predictable
Environment
 Visionary Leadership

Knows the organizational workings and can adapt

and implement strategies

 Adaptive Strategic Change (Innovation),

Decentralization, empowerment, accountability

 Incremental Strategic Change (Halfway house

between fully planned and decentralization)
Strategic Planning System
Contd…..
 These types are not mutually exclusive.

 Switch in Planning style is based on

Circumstances

 Planning is not a linear process. It is

Cyclical in nature
The Written Document
 Vision Statement: What the Company is to
become in the long term in future?

 Mission Statement: Reason of Organization’s

Existence ( Purpose of Organization).
Differentiating Point.

 Objective Statement: Short-term & Medium

Term Objectives
Market-Oriented Mission
Statement
 A mission statement  A mission statement
asks.. should be:
 What is our  An “invisible hand”
business?  Neither too narrow
 Who is the customer? nor too broad
 What do consumers  Fitting of market
value? environment
 What should our  Based on distinctive
business be? competencies
 Motivating