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Marketing strategies
Chapter 3

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Strategy
•is a process that can allow an organization to concentrate its limited resources on the greatest
opportunities to increase sales and achieve a sustainable competitive advantage
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2

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3
Strategic planning
•A strategy consists of a well thought out series of tactics to make a marketing plan more
effective. Marketing strategies serve as the fundamental underpinning of marketing plans designed
to fill market needs and reach marketing objectives. Plans and objectives are generally tested for
measurable results.
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Strategies and tactics
•Marketing warfare strategies are a type of strategies, used in business and marketing, that try to
draw parallels between business and warfare, and then apply the principles of military strategy to
business situations, with competing firms considered as analogous to sides in a military conflict,
and market share considered as analogous to the territory which is being fought over
*
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4

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Strategies
* Differentiation
* Low-cost leadership
* Market orientation
* Offensive marketing warfare strategies are a type of marketing warfare strategy designed to
obtain an objective, usually market share, from a target competitor.
*
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5

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Strategies
* Defensive marketing warfare strategies are a type of marketing warfare strategy designed to
protect a company's market share, profitability, product positioning, or mind share.
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6

zahlavi CZ OPVK_MU_vlevo_2
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•Děkuji za pozornost.