Marketing strategy is designed to optimize scarce resources to deliver superior customer experiences and promote stakeholder interests. It is tied to strategic planning and should be linked to a firm's mission and values. Developing an effective marketing strategy involves performing an internal and external environmental scan to understand strengths, weaknesses, opportunities, and threats, and setting objectives and goals. The strategy then guides allocation of resources and tactics over the long run.

1. Submitted by:
Mathews Sebastian
Macmates-S4 MBA

2.  Marketing strategy is a long-term course of
action designed to optimize allocation of the
scarce resources at the disposal of a firm in
delivering superior customer experiences and
promote the interests of other stakeholders.
 Scarce resources include monetary capital,
human capital, technology, time,

3.  Marketing strategy is intimately tied with
strategic planning – the process of creating a
firm’s strategy.
 Marketing strategy should be linked with the
firms’ mission, and values (although these
elements are not strictly part of marketing
strategy)

4.  Mission
◦ A firm’s mission should be a definition of who the
company is, what it does, and for whom.
◦ Mission statements must provide direction without
being so restrictive they curb opportunity
◦ Mission statements should revolve around the
needs a the target market or markets.

5.  Organizational values not only guide
members in acceptable behaviors, but inspire
them
 Organizational values should be:
◦ Clearly articulated and communicated
◦ Timeless
◦ Rewarded when behavior matches values and
punished when it doesn’t
◦ Followed by everyone at all levels in the
organization

6.  Strategy is like a roadmap. It tells you:
◦ How to get where you’re going
◦ What you’ll need to get you there
◦ Estimates how long it will take to get there
◦ Where dangers lie in wait
 What happens when you don’t have a
clear strategy?
◦ You make lots of mistakes
◦ Waste time and other resources
◦ Likely never reach where you intended to

7.  Situation analysis or environmental scan
◦ Internal analysis of:
 Resources
 Current tactics related to product, price, promotion,
and distribution
 Current metrics
 Current markets

8.  Environmental scan (continued)
◦ External analysis of:
 Culture and society surrounding target market
 Competitive conditions, including direct and indirect
competitors
 Economic conditions, such as GDP, consumer
confidence
 Technological conditions, including social media, new
operational techniques, new products
 Legal conditions, including regulations and laws

9.  Environmental scan includes current
conditions plus trends likely impacting future
conditions
 SWOT analysis – strengths, weaknesses,
opportunities, and threats based on
environmental scan
 Objectives and goals

10.  Builds on environmental scan
 Uses tools such as:
◦ Perceptual maps
◦ Portfolio analysis
◦ Product-market grids
◦ Competitive advantage
◦ Diversification analysis