战略营销以及营销策略

| 21-12月-2013 | 加拿大代写论文

战略营销计划过程:

战略规划过程的有四个关键要素:

1)识别的业务:公司未能理解和识别行业的运营必将崩溃。必须清晰地定义业务的性质。

2)情景分析:这包括SWOT分析和PESTEL分析。

3)营销策略分析:它包括客户分析,以了解客户的需求和需要。分析了竞争对手也为了寻找市场中的任何差距。SWOT分析进行了在这个阶段帮助公司分析其内部操作。

4)控制:这是一起把这个计划。它包括市场营销组合和营销活动,将有助于实现目标。

战略营销策划过程回答下列问题:

•我们现在在哪里?

•我们要在未来在哪里?

•我们将如何到达那里?

•如何有效的目标能实现吗?

灵活的营销策略:

灵活的营销策略是公司的能力,以适应环境的变化,更新他们的营销策略。这也考虑以下几点:

通常,应对竞争对手的活动:公司需要改变其战略,因为竞争对手的策略。

——应对不断变化的消费趋势:消费趋势继续变化,可以提供一个重大机遇,甚至威胁企业,因此策略应该足够灵活来应对这些变化。

——应对市场环境:市场环境也一直在改变,它还可以提供一个机会或威胁到公司。

-响应技术:所有成功的企业适应技术变革。技术变革可以给一个公司一个巨大的成本优势。

一个灵活的策略会导致混淆和混乱。当一个公司将会看到一个机会,将进入市场造成不同的产品在不同的市场而没有意识到他们的能力。这可能会导致经济损失。在新兴市场的策略应该高度灵活。我这样的市场集中策略不可行,因为方向不清楚。

 

Strategic Marketing Planning Process:
There are four key elements of strategic planning process:
1) Identification of the business: The companies who fail to understand and identify the industry in which they are operating are bound to collapse. The nature of the business must be clearly defined.
2) Situational Analysis: This includes the SWOT analysis and the PESTEL analysis.
3) Marketing Strategy Analysis: It includes the customer analysis in order to know the demand and needs of the customer. The competitors are also analyzed in order to search for any gaps in the markets. SWOT analysis is carried out in this phase which helps the company to analyze their internal operations.
4) Controlling: This is about putting the plan together. It includes the marketing mix and the activities which will help in achieving the marketing objectives.
The Strategic Marketing Planning Process answers the following questions:
• Where are we now?
• Where do we want to be in future?
• How will we get there?
• How effectively can the goals be achieved?
Flexible Marketing Strategy:
Flexible Marketing strategy is the ability of the company to adapt to the changes in the environment by updating their marketing strategies. This also takes into account the following:
– Response to Competitor’s Activities: Often a company needs to change its strategy because of competitor’s strategy.
– Response to Changing Consumer Trends: Consumer trends keep on changing and can provide a major opportunity or even a threat to a business, so a strategy should be flexible enough to react to such changes.
– Response to Market Environment: Market Environment also keeps on changing and it also can provide an opportunity or threat to a company.
– Response to Technology: All the successful companies are adaptable to the technological changes. Technological changes can give a huge cost advantage to a company.
A flexible strategy can lead to confusion and chaos. Whenever a company will see an opportunity it will enter that market causing various products in various markets without realizing their competencies. This can cause economical loss. In emerging markets the strategies should be highly flexible. I such markets focused strategies are not feasible because the directions would not be that clear.

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