Summary
The fundamental objective is to analyze how strategic planning linked to marketing has been linked to the success of organizations that adopt it as a lifestyle.
Strategic marketing is defined as following the evolution of the reference market and identifying the different current or potential products, markets and segments, based on an analysis of the diversity of needs to be found. Some elements of strategic marketing are analyzed.
Strategic marketing includes establishing a marketing plan, stating the mission, conducting a situation analysis, setting the marketing plan objectives, identifying competitive advantage, directing your strategy, describing the market, marketing mix, and lastly, monitoring the marketing plan.
Strategic marketing is the basis for business success
introduction
In this writing, we will present a brief analysis of how to achieve business success; it is achieved through strategic planning, specifically through strategic marketing. If we use strategic marketing our company will be successful, if we omit it it will simply cease to exist.
Through strategic marketing, organizations establish a marketing plan, declare the mission, direct a situation analysis, establish the objectives of the marketing plan, identify their competitive advantage, direct their strategy, carry out the description of the market, the mix of the marketing and finally, the monitoring of the marketing plan.
Strategic marketing is a tool for companies to achieve long-term success, profitability, and growth.
The main and fundamental objective of the following expression work is to create an analysis about how in terms of contribution the strategic planning linked to marketing has been linked to the success of organizations that adopt marketing planning as a lifestyle.
Throughout this essay we will better understand the importance of a correct planning of the marketing system in a company, what a correct analysis can avoid a company.
II. Background
Success is important for everyday life, we seek success in any activity we do, at school, at work, and thanks to this life has meaning, just as for us, hearing the word success causes us happiness and praise, in the business area, it is even more, and for many reasons. When starting a business, we want to do well, that our products or services have been recognized and above all bought, used and preferred.
The reality is that through strategic marketing, business success is achieved, if you do not decide to use it, your business will simply not prosper, otherwise if you use it as a tool, you will undoubtedly achieve success.
(Lambin, 1990) Defines 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".
To exercise planning in an organization, it must be understood that this constitutes one of the most important elements in the decision-making process and thus the choice of the best alternative and the optimal allocation of the resources that the company has at that time. organization, whether economic or human in nature.
Because of its importance, strategic marketing became the most used management tool among American companies during the terrible Second World War.
Strategic marketing is part of an analysis that is made of the needs, opportunities and weaknesses that you have as an individual and in an organization.
III. Development
First you have to understand the objective that marketing seeks to achieve and that is that many times like various companies, we are not clear about what we want to do in our future.
And well the objective of marketing is to favor the exchange between two parties so that both are benefited. Continuing with this according to (Kotler, 2003), exchange is understood as the act of obtaining a desired product from another person, offering him something in return. For this to occur, five conditions must be met:
There must be at least two parts.
- Each party must have something of value to the other. Each party must be able to communicate and deliver. Each party must be free to accept or reject the offer. Each party must believe that it is appropriate or desirable to deal with the other party.
With the above we can conclude that the main objective of marketing is to find a position within the consumer's preferences, within their mind and always being their first choice of consumption, this to exchange brands, products among other situations.
Well understanding this point, we must analyze things more than once to seek to enter the taste of consumers and if we ask ourselves how we could do it, we must carry out an exhaustive analysis so that before producing an article or offering any service, the management analyzes the opportunities offered by the market; that is, who are the consumers that you want to serve (target market), what purchasing power would they have when purchasing the product or service, and if it meets their needs.
Well, it is known that not everyone can buy luxury or collectible cars, personalized accessories, which in some parts of the world can be attractive and easy to acquire in other countries, not to mention examples, of what as a producer we could check before put any product on sale.
And how could we understand what strategic marketing is?
Found the weaknesses of your competitors, analyzing the opportunities offered by the market, understanding the limitations you have but entering and clinging to each and every one of the strengths that you have as a company.
It sounds trite but many of the great stories of humanity are involved in simple situations, which one does not get to see in detail and just as one day after World War II, Ferruccio Lamborghini, who had served in a transport detachment for the Italian Army, began to obtain leftovers from military vehicles to turn them into agricultural machinery.
Such was the success of his new business that, by 1960, Lamborghini was already the third Italian industrialist in the sector of the construction of agricultural machinery, especially tractors. With the profits obtained, Ferruccio began an opulent life, acquiring some properties, and especially many sports cars such as Mercedes, Lancia, Maserati and Ferrari. He was an admirer of Enzo Ferrari for the way he maintained his company, but he always had a difficulty: Ferruccio had mechanical problems with his Ferraris. The reason in particular, and the last straw, was the clutch on his Ferrari 250 GTB. After numerous revisions in the workshop, still he failed. Ferruccio decided to communicate it to one of his mechanics, who after disassembling and verifying it, discovered that it was the same one used in his tractors,of course with a higher price when being in a sports car, which infuriated him. Tired of having to endure these inconveniences, he struck up a conversation with the same Enzo Ferrari who went down in history.
In the words of Lamborghini himself: "Ferraris only created problems for me." "One day, tired of sending them to the garage, I called Enzo to tell him that his cars were rubbish." "And he told me that a tractor manufacturer could not understand his cars." From this curious discussion, the irate owner began to hatch the idea of making sports cars to compete with the Prancing Horse brand.
With the above, we can see that we must be aware of the evolution of the market, and go renewing, updating, strategic marketing is a continuous process, in which we use our strengths and our competitive advantages to make them unique and gain market positioning.
IV. Conclusions
So we conclude that strategic marketing is one that seeks to analyze the needs of individuals and organizations. Another function it performs is to monitor the evolution of the market and identify the different current or potential market-products and segments. The function of strategic marketing is thus to guide the company towards attractive economic opportunities for it, that is, fully adapted to its resources and its know-how, and which offer a potential resource for growth and profitability. Strategic marketing sets the mission of the company, in addition to starting from these elements is how certain strategies are carried out to go far as an organization.
We must always trust who we are and what we will be, let us fight by understanding our weaknesses but expanding our strengths to seize all the opportunities that come our way.
And as I said (Rohn, 1989) “… To be successful you don't have to do extraordinary things. Do ordinary things extraordinarily well."
V. Bibliographic references
- Charles W. Lamb, JF (2011). Marketing. México, DF CENGAGE, Learning.Kotler, P. (2003). Marketing Fundamentals 6th edition. Mexico, DF: Pearson.Lambin, JJ (1990). Strategic marketing. Madrid, Spain: Mc Graw Hill.
