Firms will often have the goal of increasing market share. Increased market share is primarily delivered through winning a greater proportion of the market’s business. In particular, one or more of the following situations must occur for a firm/brand to increase its market share:A greater proportion of consumers decide to purchase the brandThe brand wins […]
Available versus unavailable consumers Find Out More...
There should be clear steps to follow when developing a marketing strategy.Guidance from the strategic planIf the strategy is being developed for large organization, then they should be a corporate strategy document – known as a strategic plan – that should be the starting point for the development of marketing strategy and subsequent documentation in
Steps in marketing strategy development Find Out More...
There is generally a clear sequence of steps to follow when developing marketing strategy. Marketing strategy should be highly interrelated to the firm’s overall corporate strategy.Start with vision and missionAt the starting point of a corporate strategy is the firm’s vision and mission. The mission statement is the firm’s reason for being. It is what
From corporate strategy to marketing strategy Find Out More...
There is a direct relationship between the firm/brand’s marketing strategy and its marketing mix design. A marketing mix should be the execution of the firm’s marketing strategy.In other words, marketing strategy is implemented through the combination and design of the marketing mix elements to meet the identified needs of a selected target market.Please note that
Marketing strategy and the marketing mix Find Out More...
Marketing strategy and core competenciesOne of the very common analytical approaches in strategic planning is SWOT analysis. The first letter stands for “strengths” and the first letter stands for “opportunities”. These two letters, or parts of the SWOT analysis, are designed to work together.In other words, we identify the corporate strengths and then try to
Understanding core competencies in marketing Find Out More...
What are core competencies?Core competencies are special skills and capabilities of the firm that provides some competitive advantage in the marketplace. We are primarily interested in those skills and capabilities that allow the firm/brand to deliver superior customer value.You should note that core competencies are skill sets that reside in the people and processes within
Examples of core competencies Find Out More...
Any organization/brand is faced with an almost unlimited selection of choices and opportunities in the marketplace. For example, there are literally thousands of different ways that firms can choose to promote their activities. There are millions of different products available in the marketplace that firms can choose to produce and market.So how does a firm/brand
How marketing strategy guides marketing decisions Find Out More...
When studying marketing it is important to understand the concept of a market and the exchange process.When we use the term “market” in a marketing sense, there are actually three possible views that we are considering – the overall market, any sub-markets and the brand’s target market/s.Overall marketThe overall market consists of all potential buyers
Markets, exchange and target markets Find Out More...
The two dimensions of customer satisfactionThe customer’s assessment of their satisfaction following a purchase and consumption of a product involves a comparison of two views:What were their EXPECTATIONS of value prior to purchase?What was their perception of the value delivered AFTER purchase?The consumer will engage in a mental comparison and make statements like:I am disappointed
Outcomes of customer satisfaction Find Out More...
In marketing, the word benefit refers to some advantage or positive outcome for the consumer. That is, the consumer is better off due to the consumption of the product.
What is a Benefit? Find Out More...
