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Marketing Strategies in the

Marketing Strategies in the. Structure. Strategy as Matching Types of Strategy Frameworks for Strategic Choice Strategy to Operations. Basic Decisions. Business. Customers. ?. Who is the Customer? What will we achieve How will we use or resources?. Strategy as Matching.

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Marketing Strategies in the

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  1. Marketing Strategies in the

  2. Structure • Strategy as Matching • Types of Strategy • Frameworks for Strategic Choice • Strategy to Operations

  3. Basic Decisions Business Customers ? Who is the Customer? What will we achieve How will we use or resources?

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

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

  6. General Strategy Types

  7. Features of Marketing Strategy Development • 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

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

  9. Ansoff Matrix 現有產品 新產品 現有市場 新市場

  10. Boston Matrix (Box) 明星事業

  11. Directional Policy Matrix 差 中

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

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

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