Marketing strategy

The main purpose of marketing strategy is to give the business the necessary vector of development, the business developed a purposeful and appropriate. This is implemented through the definition of business goals for the next few years and plans to achieve them.

A detailed and structured marketing strategy will:
  • Increase market share
  • to Increase the number of new customers, as well as the volume of their purchases,
  • to Strengthen customers loyalty,
  • to Maximize capacity utilization,
  • to Improve the efficiency of interaction between departments,
  • to Achieve strict adherence to deadlines and plans
  • Save marketing budget
  • Increase the effectiveness of advertising.
The development includes several stages. The results of the development for each stage are discussed in the format of the strategic session. The sessions involved senior management and key employees of the company.
  1. Strategic marketing analysis (assessment of capacity, structure and market dynamics, segmentation and assessment of the attractiveness of segments, the behavioral characteristics of the consumers). Based on the results of field and Desk research, expert interviews, competitive intelligence. Applied analytical tools: BCG matrix, ABC analysis, STEEP analysis, SWOT analysis etc.
  2. Setting strategic objectives (goals for market share, sales, profits, capacity utilization, capitalization, etc.). Targets are identified in the SMART format
  3. the Definition of the concept of strategy – a brief statement of the nature and directions of proposed actions aimed at achieving the strategic objectives
  4. the Development of functional blocks of a strategy:

    • assortment Planning (the width and depth of assortment, product requirements and packaging, the main consumer characteristics, product variations, the order of launching products to market the production plan in physical and monetary terms.)
    • Planning of prices and discounts (the strategy of price positioning, range of wholesale and retail prices, the mechanism of their adjustment, discount policy, etc.)
    • sales Planning and distribution (the development of an optimal system and sales channels, geographical division of the market, the selection criteria for dealers or distributors, financial conditions (discounts, deferred payment, leasing, credit), scheme delivery plan the opening of new retail units or outlets, standards for provision of services and warranty service, etc.)
    • communications Planning (scheduling events in the field of branding, advertising, sales promotion and PR, as well as non-standard methods of communication: product placement, event marketing, mobile marketing, etc.)
  5. Consolidated schedule of strategic activities (for each activity: description of the method of implementation, expected results, responsible personnel time and necessary resources)
  6. the Consolidated budget of the events
In most cases takes from 1 to 3 months excluding the time for carrying out preliminary marketing research (surveys, focus groups, interviews, etc.). If necessary, research development time can increase to six months. The final duration of development depends on the number of business units (or geographic divisions), from the number of sales channels, the number covered by market segments, number of product groups.фильмы бесплатно