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The Awful Mix-upMarketing Strategy vs. Tactics                 Dr. Nader Al Mallah                           Managing Dire...
The Awful Mix-up…         "Its not enough that we do our best;      sometimes we have to do whats required."              ...
The Awful Mix-up: Marketing Strategy vs. Tactics                           The 3 FACTSDriving and Enforcing the Confusion
Fact #1 Many people and businesses are unable to distinguish                        Marketing Stagey from Tactics         ...
Fact #2                                         The Internet offers:            More misinformation than information      ...
Fact #3                            The ‘JUST BE THERE’ Syndrome    makes many people and businesses post and share        ...
The Awful Mix-up: Marketing Strategy vs. TacticsMarketing Strategy vs. Tactics, in Brief                     Important Dif...
A Marketing STRATEGY is NOT A TACTIC » A Strategy is an idea; a conceptualization of how the   goal could be achieved. » A...
STRATEGIES and GOALS are NOT SYNONYMOUS » A Goal is an observable and measurable End Result   having one or more objective...
Relationship between Strategies, Tactics & Goals                          STRATEGY                   TACTIC               ...
The Awful Mix-up: Marketing Strategy vs. TacticsWhat Makes a Good Marketing Strategy?             Common Components of Str...
Common Components of Good Strategies » Thorough understanding of the brand’s status and   story » A realistic assessment o...
FACTs about Marketing Strategies » A great strategy does not depend on brilliant tactics   for success. » If the idea is s...
Case Study Do NOT build a hell of a strategy around a simple tactical idea… » Domino’s came up with the their ‘30-minute  ...
Case Study Do NOT build a hell of a strategy around a simple tactical idea… What’s wrong with that?! » Domino’s couldn’t c...
The Awful Mix-up: Marketing Strategy vs. Tactics          The “What if…?” TESTDifferentiating between Strategy & Tactics
What is “What if” Test? » “What if” is a simple tool used in Sensitivity Analysis   that allows testing the ‘phrase’ you c...
What is “What if” Test? » What if we create multi versions of this system?   Creating multi versions of the system is a Bu...
The Awful Mix-up: Marketing Strategy vs. Tactics         Master Your WorkEssential Marketing Definitions
Essential Marketing Detentions » Marketing The management process through which goods and services move from concept to th...
Essential Marketing Detentions » Marketing Strategy An organizations strategy that combines all of its marketing goals int...
Essential Marketing Detentions » Tactics Near term Actions taken to solve specific problems or accomplish specific goals. ...
Essential Marketing Detentions » Plan Written account of intended future Course of Action (scheme) aimed at achieving spec...
Essential Marketing Detentions » Planning A basic management function involving formulation of one or more detailed plans ...
Essential Marketing Detentions » Planning Process The Planning Process involves: 1. identifying the goals or objectives to...
Essential Marketing Detentions » Marketing Plan Product specific, market specific, or company-wide plan that describes act...
Essential Marketing Detentions » Marketing Plan         A market plan begins with the identification (through          ma...
Essential Marketing Detentions » Market Orientation A business approach or philosophy that focuses on identifying and meet...
Essential Marketing Detentions » Marketing Mix A planned mix of the controllable elements of a products marketing plan com...
Essential Marketing Detentions » Profit Potential The capacity for making more money in future transactions in business an...
Essential Marketing Detentions » Market Equilibrium A situation in which the supply of an item is exactly equal to its dem...
Thank YouDr. Nader Al Mallah          Managing Directorideas Holding Group, Bahrain
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The Awful Mix up - Marketing Strategy vs. Tactics

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People often use the terms 'Strategy' and 'Tactics', in general, interchangeably and in a random manner as if they mean the same. Browsing the internet to find out the differences between the two terms even makes the situation worse, as different websites, even professional ones, present misleading or wrong definitions and/or usage of those terms.

Whether you are running your own business or working for a business with the responsibility to develop or execute marketing strategies, it is very important to understand the big difference between a strategy and a tactic.

The purpose of this high-level presentation is to clearly delineate the distinct differences between Marketing and Tactics, and show how relate to each other and work in tandem for your organization.

*Disclaimer: The use of this presentation for commercial purposes is prohibited.

Published in: Business

The Awful Mix up - Marketing Strategy vs. Tactics

  1. 1. The Awful Mix-upMarketing Strategy vs. Tactics Dr. Nader Al Mallah Managing Director ideas Holding Group, Bahrain
  2. 2. The Awful Mix-up… "Its not enough that we do our best; sometimes we have to do whats required." Sir Winston ChurchillThe Awful Mix-up: Marketing Strategy vs. Tactics
  3. 3. The Awful Mix-up: Marketing Strategy vs. Tactics The 3 FACTSDriving and Enforcing the Confusion
  4. 4. Fact #1 Many people and businesses are unable to distinguish Marketing Stagey from Tactics But Why?The Awful Mix-up: Marketing Strategy vs. Tactics
  5. 5. Fact #2 The Internet offers: More misinformation than information More nonsense than common sense More nicely formatted templates than properly formulated documents But Why?The Awful Mix-up: Marketing Strategy vs. Tactics
  6. 6. Fact #3 The ‘JUST BE THERE’ Syndrome makes many people and businesses post and share incomplete, wrong and contradicting information, without even reading them rather than mastering them, just for the seek of posting!! So, what is the ‘TRUE’?The Awful Mix-up: Marketing Strategy vs. Tactics
  7. 7. The Awful Mix-up: Marketing Strategy vs. TacticsMarketing Strategy vs. Tactics, in Brief Important Differentiation
  8. 8. A Marketing STRATEGY is NOT A TACTIC » A Strategy is an idea; a conceptualization of how the goal could be achieved. » A Tactic is an action you take to execute the strategy; examples: TV Advertising, Magazine Ads, Infomercials, Retail Promotions, Website, Social Media, etc.The Awful Mix-up: Marketing Strategy vs. Tactics
  9. 9. STRATEGIES and GOALS are NOT SYNONYMOUS » A Goal is an observable and measurable End Result having one or more objectives to be achieved within a more or less fixed timeframe. » It’s NOT a Strategy unless there’s an IDEA behind it. » Any number of strategies can be used to achieve a business goalThe Awful Mix-up: Marketing Strategy vs. Tactics
  10. 10. Relationship between Strategies, Tactics & Goals STRATEGY TACTIC TACTIC TACTIC TACTIC GOAL STRATEGY TACTIC TACTIC TACTIC TACTICThe Awful Mix-up: Marketing Strategy vs. Tactics
  11. 11. The Awful Mix-up: Marketing Strategy vs. TacticsWhat Makes a Good Marketing Strategy? Common Components of Strategies
  12. 12. Common Components of Good Strategies » Thorough understanding of the brand’s status and story » A realistic assessment of the product’s strengths & weaknesses » A clear picture of the competition » Intimate knowledge of the consumer and the market » A grasp of the big-picture business implicationsThe Awful Mix-up: Marketing Strategy vs. Tactics
  13. 13. FACTs about Marketing Strategies » A great strategy does not depend on brilliant tactics for success. » If the idea is strong enough, you can get by with mediocre tactical execution. » Even the best tactics can’t compensate for a lousy strategy.The Awful Mix-up: Marketing Strategy vs. Tactics
  14. 14. Case Study Do NOT build a hell of a strategy around a simple tactical idea… » Domino’s came up with the their ‘30-minute delivery guarantee’ » Someone just said: “Hey, what if we guaranteed 30- minute delivery?” and… » A Strategy was bornThe Awful Mix-up: Marketing Strategy vs. Tactics
  15. 15. Case Study Do NOT build a hell of a strategy around a simple tactical idea… What’s wrong with that?! » Domino’s couldn’t compete on product quality, but on speedy delivery. » The entire operation revolved around the promise of 30-minute delivery rather than quality of the pizza!!The Awful Mix-up: Marketing Strategy vs. Tactics
  16. 16. The Awful Mix-up: Marketing Strategy vs. Tactics The “What if…?” TESTDifferentiating between Strategy & Tactics
  17. 17. What is “What if” Test? » “What if” is a simple tool used in Sensitivity Analysis that allows testing the ‘phrase’ you came up with to find out whether it is a Tactic, a Strategy or a Goal » It only needs your ‘Common Sense’ » Just apply the question and see if it contains an ‘idea’The Awful Mix-up: Marketing Strategy vs. Tactics
  18. 18. What is “What if” Test? » What if we create multi versions of this system? Creating multi versions of the system is a Business IDEA. » What if we develop a website? a Tactic » What if we use search engine? a Tactic » What if we increase market share? a Goal » What if we analyze our competitors? a TacticThe Awful Mix-up: Marketing Strategy vs. Tactics
  19. 19. The Awful Mix-up: Marketing Strategy vs. Tactics Master Your WorkEssential Marketing Definitions
  20. 20. Essential Marketing Detentions » Marketing The management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the 4 Ps of marketing: 1. Product 2. Price 3. Place 4. PromotionThe Awful Mix-up: Marketing Strategy vs. Tactics
  21. 21. Essential Marketing Detentions » Marketing Strategy An organizations strategy that combines all of its marketing goals into One Comprehensive Plan. A good marketing strategy 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 Marketing Strategy is the Foundation of a Marketing Plan.The Awful Mix-up: Marketing Strategy vs. Tactics
  22. 22. Essential Marketing Detentions » Tactics Near term Actions taken to solve specific problems or accomplish specific goals. » Marketing Tactics Actions taken to execute the Marketing Strategy.The Awful Mix-up: Marketing Strategy vs. Tactics
  23. 23. Essential Marketing Detentions » Plan Written account of intended future Course of Action (scheme) aimed at achieving specific Goal(s) or Objective(s) within a specific timeframe. The Plan explains in detail what needs to be done, when, how, and by whom, and often includes best case, expected case, and worst case scenarios.The Awful Mix-up: Marketing Strategy vs. Tactics
  24. 24. Essential Marketing Detentions » Planning A basic management function involving formulation of one or more detailed plans to achieve optimum balance of needs or demands with the available resources.The Awful Mix-up: Marketing Strategy vs. Tactics
  25. 25. Essential Marketing Detentions » Planning Process The Planning Process involves: 1. identifying the goals or objectives to be achieved 2. Formulating strategies to achieve them 3. Arranging or creating the means required 4. Implementing, directing, and monitoring all steps in their proper sequence.The Awful Mix-up: Marketing Strategy vs. Tactics
  26. 26. Essential Marketing Detentions » Marketing Plan Product specific, market specific, or company-wide plan that describes activities involved in achieving specific marketing objectives within a set timeframe.The Awful Mix-up: Marketing Strategy vs. Tactics
  27. 27. Essential Marketing Detentions » Marketing Plan  A market plan begins with the identification (through market research) of specific customer needs and how the firm intends to fulfill them while generating an acceptable level of return.  It generally includes analysis of the current market situation (Opportunities and Trends) and detailed action programs, budgets, sales forecasts, strategies, and projected (proforma) financial statements.The Awful Mix-up: Marketing Strategy vs. Tactics
  28. 28. Essential Marketing Detentions » Market Orientation A business approach or philosophy that focuses on identifying and meeting the stated or hidden needs or wants of customers.The Awful Mix-up: Marketing Strategy vs. Tactics
  29. 29. Essential Marketing Detentions » Marketing Mix A planned mix of the controllable elements of a products marketing plan commonly termed as 4Ps: Product, Price, Place, and Promotion. These four elements are adjusted until the right combination is found that serves the needs of the products customers, while generating optimum income.The Awful Mix-up: Marketing Strategy vs. Tactics
  30. 30. Essential Marketing Detentions » Profit Potential The capacity for making more money in future transactions in business and trading. Profit Potential is an important factor in any business or investment plan, and it is often a key element in the assessment of high percentage trades in the various asset markets.The Awful Mix-up: Marketing Strategy vs. Tactics
  31. 31. Essential Marketing Detentions » Market Equilibrium A situation in which the supply of an item is exactly equal to its demand. Since there is neither surplus nor shortage in the market, price tends to remain stable in this situation.The Awful Mix-up: Marketing Strategy vs. Tactics
  32. 32. Thank YouDr. Nader Al Mallah Managing Directorideas Holding Group, Bahrain

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