Tuesday, October 08, 2013
Unknown
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| Time for strategic decisions. |
Strategic marketing primarily revolves around the application of a great deal of common-sense. Dealing with a limited number of factors, in an environment of imperfect information and limited resources complicated by uncertainty and tight timescales. Use of classical marketing techniques, in these circumstances, is inevitably partial and uneven. For most of their time, marketing managers use intuition and experience to analyze and handle the complex, and unique, situations being faced, without easy reference to theory. A good marketing strategist should be drawn from market research and focus on the right product mix in order to achieve the maximum profit potential and sustain the business. The overall strategy, coupled with the knowledge of the customer which has been absorbed almost by a process of osmosis, will determine the quality of the marketing actions implemented.
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| Strategic Marketing Planning Process |
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| Strategic decisions |
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| Directional (sub)strategies |
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| Portfolio Planning Tool 1 BCG Matrix (1970) - Strategic framework for resources allocation |
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| Portfolio Planning Tool 2 GE model |
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| Portfolio Planning Tool 3 Shell/A&H 3*3 Matrix |
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| Back to the basics:Porter's competitive strategies |
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| Requirements for generic strategies |
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| Applying the best marketing strategy for every different situation |
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| Back to the basics again: Ansoff for diversification |
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| Critical factors for success/KPI's |
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| Timing |
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| Competitive position strategy |
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| Failure, an unknown word |
