Strategic marketing is part of analyzing the needs of individuals and organizations.
When buying a product, the consumer seeks the solution to a problem or the benefit that it can provide, and not the product as such, equally, knowledge of the company's resources and capabilities constitutes a fundamental aspect of the methodology to achieve sustainable competitive advantages through long term.
Introduction
Lambin (1990) defines the role of strategic marketing as:
" Follow the evolution of the reference market and identify the different current or potential products, markets and segments, based on an analysis of the diversity of needs to be found ". (one)
The different product-markets represent opportunities that the company analyzes and whose attractiveness must be evaluated to better attract the demand of buyers than its competitors. (1) This competitiveness will exist to the extent that the company has a competitive advantage due to the presence of a differentiation valued by certain consumers, taking into account the competition and seeking to achieve a long-term competitive advantage.
Main concept
Marketing strategy: It is the effective allocation and coordination of marketing resources and activities to achieve the objectives of the company within a specific product market. (two)
Consequently, the critical question concerning the scope of a marketing strategy is to specify the target markets for a particular product or product line. We know that companies seek competitive advantage and synergy through 4 elements: Product, Price, Place and Promotion.
Secondary concept
Strategy. It is a fundamental pattern of objectives, resource deployments and present and planned interactions of an organization with markets, competitors, and other factors in the environment. (two)
Argumentation
The essence of strategic marketing at all levels is to identify the threats to avoid and the opportunities to pursue.The main strategic responsibility of every administrator is to look outside continuously to keep the business or company in step with the changes in the environment in which it develops. Many studies reveal that, on average, marketing and sales executives exerted significantly more influence than managers in other functions in strategic decisions concerning traditional marketing activities, such as advertising messengers, pricing, distribution, service. and customer support, and the measurement and improvement of customer satisfaction. Interestingly, sales managers have more detailed information regarding customer needs and wishes because they maintain direct and continuous contact with existing and potential buyers.
Guidelines for market-oriented management (2):
1. Create customer focus throughout the business.
2. Listen to the customer.
3. Define and nurture your distinctive fitness.
4. Accurately target clients.
5. Manage by profitability, not by volume of sales.
6. Make value for the customer the guiding star.
7. Let the customer define quality.
8. Measure and manage customer expectations.
9. Create customer relationships and loyalty.
10. Define the business as a service business.
11. Commit to improvement and innovation.
12. Grow with partners and alliances.
13. Eliminate the marketing bureaucracy.
Since the success of an organization over time depends on its ability to provide value benefits to its customers, and to do better than its competitors. When careful attention is given to customer needs and competitive threats, as well as the focus of activities across all functional departments in effectively confronting these customer needs and threats.
The work of a strategic marketing advisor is better what is right and what is wrong, discard it, awakening creativity and be aware of all the details, knowing that strategic marketing starts from the finance area.
conclusion
Marketing objectives and strategies to enter a particular product market must be affordable with the resources and capabilities available to the company, and consistent with the direction and allocation of resources inherent in the company's corporate and business-level strategies. the company.
Reference source
1.
2. Strategic Marketing, Boyd Walker, 2005, 4th Edition, McGraw-Hill Interamericana.
3. Introduction to marketing.
