Marketing Strategies in the Marketing Strategies Structure Strategy

Marketing Strategies in the

Marketing Strategies Structure • Strategy as Matching • Types of Strategy • Frameworks for Strategic Choice • Strategy to Operations

Introduction to Marketing Basic Decisions Business Customers ? Who is the Customer? What will we achieve How will we use or resources? Bangor Transfer Abroad Programme

Marketing Strategies Strategy as Matching PRODUCTS - All the activities and resources of the business that impact the market place MARKETS - All the total collection of potential customers in a category of market

Marketing Strategies Types of Strategy Mass Marketing Market Segmentation Scale of Customer Focus Target (Niche) Marketing Maxi- Marketing

Marketing Strategies General Strategy Types Strategy Product Market Mass Marketing Standard, generic, Large undifferentiated Common Basic Rice, Salt, Sugar, Steel pipe Segmentation Different Marketing for groups of Customers Autos, hand tools, laptops, software Target / Niche High Value – High Discrete margin brand for Customer group. targeted group Extended values Luxury Brands, Specialist equipment Maxi-Marketing Customised marketing activities Contracting, On-line sales Value Groups of Customers with similar values. Range of value sets Individuals with individual value sets Examples

Features of Marketing Strategy Development Marketing Strategies • Scale has moved from general to more specific e. g. commodity to Brand • Move to Value Creation e. g. functional to extended Values • Elements of Marketing activity have changed in line with Strategy e. g. media to personalised communications

Strategic Choice Frameworks Marketing Strategies • Range of standard frameworks • Identify position/ alternatives • All based on Product – Market interaction • Commonly used: - Ansoff Matrix - Boston Matrix - Directional Policy Matrix

Marketing Strategies Ansoff Matrix 新市場 現有產品 新產品

Marketing Strategies Boston Matrix (Box) 明星事業

Directional Policy Matrix Marketing Strategies 差 中

Marketing Strategies Summary • Marketing Strategy seeks to achieve objectives through matching resources with market features • Focus is on Customers and Competition

Marketing Strategies Summary • Strategy frameworks usually describe different product/market combinations • Generally, strategies have moved from focus on Markets to focus on Customers