1. The objectives In terms of targeted expertise Laurence Chérel - Catherine Madrid Tech de Co Bordeaux 1

2. The pre-requisites:  resource nos. 1420, 1421, 1422 The objectives: In terms of content In terms of methods to be acquired Laurence Chérel - Catherine Madrid Tech de Co Bordeaux 2

3. WHY CHOOSE A MARKETING STRATEGY? -To highlight the advantages of a marketing strategy and the principles involved in choosing one - To remind students of the tools available to help them choose a marketing strategy - To present the stages involved in the marketing strategy decision Laurence Chérel - Catherine Madrid Tech de Co Bordeaux 3

4. Advantages: -We can’t predict the future: it is built on an analysis of the present and the past. -Need to take decisions in the present in order to build the future as part of a coherent medium and long-term plan. Laurence Chérel - Catherine Madrid Tech de Co Bordeaux 4

5. Principles involved in strategic thinking - Taking a decision in an uncertain environment -A realistic portrayal of the future (external evaluation) -A realistic portrayal of the company’s capacity (internal evaluation) Laurence Chérel - Catherine Madrid Tech de Co Bordeaux 5

6. The external evaluation -Examine the opportunities and threats originating from the context in which the company is operating - Identify the opportunities and threats Laurence Chérel - Catherine Madrid Tech de Co Bordeaux 6

7. The external evaluation - Opportunity: Field of action in which there is a hope of exploiting a differential advantage depending on the company’s expertise - Threat: A problem posed by an unfavourable trend or a particular disruption of the environment which, in the absence of an appropriate marketing response would lead to the stagnation or disappearance of the company or the product Laurence Chérel - Catherine Madrid Tech de Co Bordeaux 7

8. The internal evaluation - Examine the capacity of the company and its likely evolution in the future. - Identify its strong points (strengths) and weak points (weaknesses or constraints) Laurence Chérel - Catherine Madrid Tech de Co Bordeaux 8

9. The internal evaluation - Asset or strength: an expertise that will enable the company to maintain its position in the market - Weakness or constraint: a key success factor that the company does not control effectively Laurence Chérel - Catherine Madrid Tech de Co Bordeaux 9

10. Defining the strategy: - The way in which the company uses its resources to change to its advantage or stabilize a competitive situation in the light of the context in which it is operating. Laurence Chérel - Catherine Madrid Tech de Co Bordeaux 10

11. THE STAGES IN THE STRATEGY DECISION Laurence Chérel - Catherine Madrid Tech de Co Bordeaux 11 ADVANTAGES CONSTRAINTS OPPORTUNITIES THREATS CONTEXT COMPANY Does the company have the means to exploit this opportunity? Is there a market opportunity? MARKETING STRATEGY Marketing objective(s) Target Positioning Marketing mix

12. To summarize: Laurence Chérel - Catherine Madrid Tech de Co Bordeaux 12

13. Marketing objectives (see the sequence on fixing marketing objectives) - Depending on the company’s overall objectives - For the target markets in which the company wishes to change the sales reactions - Form the basis of the communication and distribution objectives Laurence Chérel - Catherine Madrid Tech de Co Bordeaux 13

14. Transversality Linked to the company strategy See extra resource: iutenligne resource no. 1143 Laurence Chérel - Catherine Madrid Tech de Co Bordeaux 14

15. Further reading: LAMBIN Jean-Jacques (2012) – Marketing stratégique et opérationnel : du marketing à l’orientation marché- 8 th edition – Paris: Dunod. Laurence Chérel - Catherine Madrid Tech de Co Bordeaux 15

16. Knowledge check quiz Laurence Chérel - Catherine Madrid Tech de Co Bordeaux 16

17. Laurence Chérel - Catherine Madrid Tech de Co Bordeaux 17