0
Marketing
                                Strategy
                             ITESM: Escuela de Graduados en Administrac...
Marketing Strategies Options
• Market Scope: Deals with the coverage of the market. A
  Business Unit may serve an entire ...
Market Scope Strategy

• Single-Market Strategy:
  – Definition: Concentration efforts in a single segment
  – Objective: ...
Market Scope Strategy

• Multi-Market Strategy:
  – Definition: Serving several distinct markets.
  – Objective: To divers...
Market Scope Strategy

• Total-Market Strategy:
  – Definition: Serving the entire spectrum of market by selling
    diffe...
Market Geography Strategy

• Local-Market Strategy:
  – Definition: Concentration of efforts in the immediate
    vicinity...
Market Geography Strategy

• Regional-Market Strategy:
  – Definition: Operating in two or three states or over a region
 ...
Market Geography Strategy

• National-Market Strategy:
  – Definition: Operating nationally
  – Objective: To seek Growth
...
Market Geography Strategy

• International-Market Strategy:
  – Definition: Operating outside national boundaries.
  – Obj...
Market Entry Strategy

• First In Strategy:
   – Definition: Entering the market before all others.
   – Objective: To cre...
Market Entry Strategy

• Early Entry Strategy:
  – Definition: Entering the market in quick succession after the
    leade...
Market Entry Strategy

• Laggard Entry Strategy:
  – Definition: Imitator—Entering market with me-too product;
    (b) Ini...
Market Commitment Strategy

• Strong Commitment Strategy:
  – Definition: Fighting off challenges aggressively by
    empl...
Market Commitment Strategy

• Average Commitment Strategy:
  – Definition: Maintaining stable interest in the market.

  –...
Market Commitment Strategy

• Light Commitment Strategy:
  – Definition: Having only a passing interest in the market..

 ...
Market Dilution Strategy

• Demarketing Strategy:
  – Definition: Discouraging customers in general or a certain
    class...
Market Dilution Strategy

• Pruning of Marginal Markets Strategy:
  – Definition: Weeding out markets that do not provide
...
Market Dilution Strategy

• Key Markets Strategy:
  –   Definition: Focusing efforts on selected markets.
  –   Objective:...
Market Dilution Strategy

• Harvesting Strategy:
  – Definition: Deliberate effort to let market share slide.
  – Objectiv...
Marketing
                                Strategy
                             ITESM: Escuela de Graduados en Administrac...
Upcoming SlideShare
Loading in...5
×

Strategic Marketing

11,681

Published on

Strategic Marketing , Market Strategies

Published in: Business, Technology
1 Comment
6 Likes
Statistics
Notes
  • Please can you Email the same at supercoolsourabh@gmail.com
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Views
Total Views
11,681
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
404
Comments
1
Likes
6
Embeds 0
No embeds

No notes for slide

Transcript of "Strategic Marketing"

  1. 1. Marketing Strategy ITESM: Escuela de Graduados en Administración y Dirección de Empresas Professor: Fernando Huerta June11th, 2009 fhuertamty@itesm.mx
  2. 2. Marketing Strategies Options • Market Scope: Deals with the coverage of the market. A Business Unit may serve an entire market or concentrate on one or more of its parts. • Geographic: Deals with territories in order to serve them. • Market Entry: Refers to the timing of market entry. • Market Commitment: Refers to the degree of involment a company seeks in a particular market. • Market dilution: A company may find reducing a part of its business strategically more useful than expanding it
  3. 3. Market Scope Strategy • Single-Market Strategy: – Definition: Concentration efforts in a single segment – Objective: To find a segment currently being ignored or served inadequately and meet its needs. – Requirements: • Serve the market wholeheartedly despite initial difficulties or Deals with the coverage of the market. • Avoid Competition with established firms. – Expected Results: • Low Cost • Higher Profits
  4. 4. Market Scope Strategy • Multi-Market Strategy: – Definition: Serving several distinct markets. – Objective: To diversify the risk of serving only one market. – Requirements: • Good market segmentation • Avoid Confrontation with companies serving the entire market. • Avoid Competition with established firms. – Expected Results: • Higher Sales • Higher Market Share
  5. 5. Market Scope Strategy • Total-Market Strategy: – Definition: Serving the entire spectrum of market by selling differentiated products to different segments in the market. – Objective: To compete across the board in the entire market. – Requirements: • Employ different combinations of price, product, promotion, and distribution strategies in different segments. • Top management commitment to embrace entire market. • Strong financial position. – Expected Results: • Increase Growth • Higher Market-Share.
  6. 6. Market Geography Strategy • Local-Market Strategy: – Definition: Concentration of efforts in the immediate vicinity. – Objective: To maintain the control of the business – Requirements: • Good reputation in the geographic area • Good hold on the requirements of the market – Expected Results: • Short term success • Expansion to other geographic areas
  7. 7. Market Geography Strategy • Regional-Market Strategy: – Definition: Operating in two or three states or over a region of the country – Objective: To diversify risk of dependence on one part of a region / To keep control centralized – Requirements: • Management commitment to expansion • Adequate resources • Logistical ability to serve a regional area – Expected Results: • Increased growth • Increased market share • Keep up with competitors
  8. 8. Market Geography Strategy • National-Market Strategy: – Definition: Operating nationally – Objective: To seek Growth – Requirements: • Top Management commitment • Capital Resources • Willingness to risk – Expected Results: • Increase Growth • Increase market share • Increase profitability
  9. 9. Market Geography Strategy • International-Market Strategy: – Definition: Operating outside national boundaries. – Objective: To seek opportunities beyond domestic business. – Requirements: • Top Management commitment • Capital Resources • Understanding of international markets. – Expected Results: • Increase Growth • Increase market share • Increase profits
  10. 10. Market Entry Strategy • First In Strategy: – Definition: Entering the market before all others. – Objective: To create a lead over competition that will be difficult for them to match. – Requirements: • Be willing and able to take risks. • Be technologically Competent. • Struve to stay ahead / Promote heavily • Create Primary demand • Carefully evaluated strengths – Expected Results • Reduce Cost via experience • Increase growth • Increase Market Share • Increase Profits
  11. 11. Market Entry Strategy • Early Entry Strategy: – Definition: Entering the market in quick succession after the leader. – Objective: To prevent the first entrant from creating a stronghold in the market. – Requirements: • Superior marketing strategy. • Ample resources. • Strong commitment to challenge the market leader – Expected Results: • Increase profits • Increase Market Share • Increase Growth
  12. 12. Market Entry Strategy • Laggard Entry Strategy: – Definition: Imitator—Entering market with me-too product; (b) Initiator—Entering market with unconventional marketing strategies. – Objective: Imitator—To capture that part of the market that is not brand loyal. Initiator—To serve the needs of the market better than present firms. – Requirements: • Market Share Ability /Production Capability • Market Research Ability and ability to generate creative marketing strategies – Expected Results: • Increase Short term profits • Putting Market on a new growth path
  13. 13. Market Commitment Strategy • Strong Commitment Strategy: – Definition: Fighting off challenges aggressively by employing different forms of product, price, promotion, and distribution strategies. – Objective: To defend position at all costs. – Requirements: • Operate optimally by realizing economies of scale in promotion, distribution, manufacturing, etc • Refuse to be content with present situation or position • Have ample Resource and be willing to take risk – Expected Results: • Increase growth • Increase profits • Increase market share
  14. 14. Market Commitment Strategy • Average Commitment Strategy: – Definition: Maintaining stable interest in the market. – Objective: To maintain the status quo. – Requirements: Keep customers satisfied and happy. – Expected Results: Keep customers satisfied and happy.
  15. 15. Market Commitment Strategy • Light Commitment Strategy: – Definition: Having only a passing interest in the market.. – Objective: To operate in the black. – Requirements: Avoid investing for any long-run benefit. – Expected Results: Maintenance of status quo (no increase in growth, profits or market share)
  16. 16. Market Dilution Strategy • Demarketing Strategy: – Definition: Discouraging customers in general or a certain class of customers in particular, either temporarily or permanently, from seeking the product. – Objective: To defend position at all costs. – Requirements: • Monitor Customer time requirements / Ration product supplies • Divert customers with immediate needs to customers with immediate needs to customers who have a supply of the product but no immediate need for it. • Find out and suggest alternative products for meeting Customer needs • Refuse to be content with present situation or position • Have ample Resource and be willing to take risk – Expected Results: Increase profits / Strong Customer good will and loyalty
  17. 17. Market Dilution Strategy • Pruning of Marginal Markets Strategy: – Definition: Weeding out markets that do not provide acceptable rates of return. – Objective: To divert investments in growth markets. – Requirements: • Gain good knowledge of the chosen markets • Concentrate all energies on these markets • Develop Unique strategies to serve the chosen markets – Expected Results: • Long term growth • Improve return on investment • Decrease in market share.
  18. 18. Market Dilution Strategy • Key Markets Strategy: – Definition: Focusing efforts on selected markets. – Objective: To serve the selected markets extremely well. – o divert investments in growth markets. – Requirements: • Gain good knowledge of the chosen markets • Concentrate all energies on these markets • Develop Unique strategies to serve the chosen markets – Expected Results: • Increase profits • Increase market share in the selected markets
  19. 19. Market Dilution Strategy • Harvesting Strategy: – Definition: Deliberate effort to let market share slide. – Objective: Generate additional cash flow, to increase short terms earnings , to avoid antitrust action – Requirements: High market share – Expected Results: Sales decline but useful revenues still come in.
  20. 20. Marketing Strategy ITESM: Escuela de Graduados en Administración y Dirección de Empresas Professor: Fernando Huerta June11th, 2009 fhuertamty@itesm.mx
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×