Strategic planning, definition of policies and goals and above all vision, keys to success.
A simple definition of strategic marketing can be:
"Great action policies in the introduction, development or sale of products." It is the unification of long-term criteria that allows defining the central instruments to be used for the development of marketing in the company. It represents the opportunity to improve quality, opportunities and dynamics by applying planning principles in the medium and long term.
It simply consists of the global determination of the four P's (product, place, price and promotion), determining the guidelines and the forms of implementation to estimate, compare and evaluate the marketing business results given certain goals. Although be careful.. In reality the strategies depend on factors that can only be determined within the market and internal experience, so the concept becomes totally subjective depending on each case…
When planning a marketing strategy, only one thing is clear.
This strategy must be closely related to long-term business objectives, so it must be complemented by management and financial planning. When a company decides to focus its efforts on a specific type of market, for example (young women between 20 and 30 years old), the marketing strategy should be in accordance with this requirement, for example considering the characteristics of the woman who buys, determining your preferences, your means of interaction or the means of purchase you use to properly determine how to successfully penetrate this market. It is a logical point, but one that sometimes fails, since in modern companies, the interaction between the different parts of the production chain are vital in the search for success.
Strategy: The marketing strategy must be a complement to all sectors of the company…
The marketing mix and strategy:
Thinking strategically about marketing implies focusing on the way to allocate resources under the use of the marketing mix including sales, research and development, and can even change the way in which the company manages its resources, its sales capacity or its sales scheme.
As is known, the marketing mix consists of the use of the 4Ps, understood as "the whole set of marketing variables that prepares a company to produce an effect that is desired by consumers."
Logically this desire is to influence the demand for the product to be offered, seeking that it is acquired more and more and by a greater number of people. Taking as another important element the evaluation of the company that should lead it to the design of policies that efficiently exploit the assets in the search for the market to which its approach points.
Tools that can be used in the low marketing strategy:
The marketing audit: What is the review of the marketing elements of the companies in search of failures or inefficiencies.
Market evaluation: Determine the characteristics of the market taking into account all possible profiles: (financial evaluations, prices, competition, etc.)
The brand: Development of the brand, its assessment and the style in which it is planned to introduce.
Strategic planning and strategic marketing:
The article Introduction to strategic management clarifies this point adequately. It is necessary to design marketing strategies having clear planning and strategy concepts:
Planning: It has a lot to do with foresight, planning is trying to anticipate situations that may affect us, positively or negatively, for this reason this type of exercise is necessary within organizations, to try to anticipate changes or future events, trying to confront and catalyze them for good. Unfortunately, administrators are not magicians or mentalists who can accurately predict the future, what some do have, fortunately, is that they are visionaries who look further than others and therefore have the right projection of the future.
The strategies: These are generalized provisions of the actions to be taken to meet the general objectives, if there are no clear and well-defined objectives, surely there will not be an appropriate strategy to achieve them, in addition, the strategies that are proposed must contemplate the use of the necessary resources to develop the activities that will lead to results and must take into account how these resources will be obtained and how they will be applied to increase the chances of success.
Next to planning and strategy are policies, which are basically guidelines that guide management in decision-making and generally do not require action, policies, strategies and the plan themselves must be a unique mixture that allows to achieve good results.
In short, elements that are not very confusing but that must be taken into account in order to design the «marketing strategy»
