Marketing strategy is the long term and further looking concept for planning with the fundamental goal achieving. Marketing strategies are the mixture of using marketing mix that lays out target markets and the value proposition that will be offered based on an analysis of the best market opportunities to satisfy and attract consumers to make the profit for the organization.
There are many types of strategies such as:
❖ Market scope strategy
❖ Product strategy
❖ Promotion strategy
❖ Pricing strategy
❖ Distribution strategy
The market strategy should ideally flow from corporate strategy and is heavily influenced by corporate values and vision.
User Centered Marketing Strategy For every company, nowadays it is very important to succeed in the marketplace. To accomplish this challenging task, companies have to think of applying a customer centered marketing strategy. Before beginning to plan this type of strategy, the company must understand the users' needs and wishes. It is a well-known fact that companies cannot serve all the customers in the same way in the same marketplace. Each user is unique in its own way, with its own characteristics and personal needs. For this reason, each company must, firstly, divide the market into segments and choose the most important ones. This is an entire process that involves Kotler (2011).
• target marketing;
The market segmentation represents a process of dividing a market into different categories of buyers, that have different characteristics and needs. Also, a marketing segment is composed of consumers that normally respond, basically in the same way to a given set of marketing efforts. Other important thing is to analyzing separately each market's attractiveness and selecting one or more segments to enter by the method called market targeting. Furthermore, the company must differentiate its market offering for each segment and to define what position it wants to occupy in those segments. Normally, marketers tend to develop a unique market position for their products and what place does the product occupy in the users' opinion.
To have an effective marketing strategy it includes the 4 Ps of the marketing mix. It is there to meet the company's marketing objectives by providing its customers with value. Each of the four Ps has its own tools to contribute to the marketing mix:
• Product: quality, types, design, features, brand name, packaging
• Price: price, discounts, , payment period, credit period
• Place: channels, coverage area , warehouses, locations, logistics
• Promotion: advertising, personal selling, offers , coupons, sales promotion, public relations
THE MARKETING STRATEGIES
One of the most important aspects of any marketing strategy relates to identifying growth opportunities by utilising SWOT analysis. Once a company has identified the strengths, weaknesses, opportunities and threats of any marketing scheme, it becomes simpler to address those opportunities and consider what course of action should be taken to mitigate any threats.
In order to find a correlation between the marketing strategies and the usability strategies, that will be further used in the User Centered Design Process, I have chosen to analyze the most important four marketing strategies that are those centered on the Product, Price, Place and Promotion. In order to realize an analysis, of the four I have chosen the SWOT analysis.
❖ SWOT Product
❖ SWOT Price
❖ SWOT Place
❖ SWOT Promotion
What is Strategic Marketing Plan?
The strategic marketing planning process is a series of logical steps that have to be worked through in order to arrive at a marketing plan. It is a little more than a structured way of identifying a range of options for the company, of making them explicit in writing, of formulating marketing objectives which are consistent with the company's overall objectives and of scheduling and costing out the specific activities most likely to bring about the achievement of the objectives.
Target your audience by answering questions such as:
• Who is your target audience?
• What are you selling to them?
• Where are they looking for your product or service?
Few things keep in mind while planning a marketing strategy:
❖ Make it unique
❖ Know your customers/clients
❖ Be flexible
❖ Do your research
❖ Remember your budget
❖ Include your collaterals
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