1. Strategic Marketing, 3rd edition
Chapter 2: Marketing strategy: analysis and perspectives

2. Structure A. INTRODUCTION 1. Overview and Strategy Blueprint
2. Marketing Strategy: Analysis &
Perspectives
B. WHERE ARE WE NOW?
3. Environmental & Internal Analysis:
Market Information & Intelligence
C. WHERE DO WE WANT TO BE?
4. Strategic Marketing Decisions,
Choices & Mistakes
5. Segmentation, Targeting
& Positioning Strategies
6. Branding Strategies
7. Relational & Sustainability
Strategies
E. DID WE GET THERE?
14. Strategy Implementation, Control
& Metrics
D. HOW WILL WE GET THERE?
8. Product Innovation & Development
Strategies
9. Service Marketing Strategies
10. Pricing & Distribution Strategies
11. Marketing Communications Strategies
12. International Marketing Strategies
13. Social and Ethical Strategies

3. Learning Objectives
To introduce the concept of strategy and illustrate the hierarchy of strategy
To describe the purpose of ‘marketing strategy’
To review the two perspectives of marketing strategy, and define the concept of marketing orientation
To discuss the relationship between corporate and marketing strategy

4. The concept of ‘strategy’
Generic
a plan of attack for winning
a plan for beating the opposition
Organisational
a plan for achieving organisational goals
a plan for securing a competitive advantage in a given market

5. Strategy help in: Defining the scope of business
Finding ‘Strategic Fit’ between the organisation and its external environment
Identifying a Sustainable Competitive Advantage (SCA)
Guiding the allocation of resources

6. Business (Division Level) Strategy
Hierarchy of strategy
Corporate Strategy
Corporate Headquarters
Business (Division Level) Strategy
SBU SBU SBU
Functional Strategy
Manufacturing Finance Marketing R&D HRM
Strategic management may be initiated at any or all of these hierarchical levels of an organisation

7. Three levels of strategy
Corporate
The overall goals of the business; often expressed in financial terms
Competitive/Business (SBU)
How to compete in individual product-markets and support the corporate strategy
Functional
Functional strategies for the organisation’s functional areas in support of SBUs and corporate strategies

8. Purpose of marketing strategy
To set the direction of the organisation and decide what product/s & in which markets the firm should invest its resources
To define how it is to create value to customers
To describe how it is to perform marketing activities (4Ps) better than competition

9. Marketing Strategy – Two Perspectives
Marketing strategy at the functional level
Planning and controlling the marketing activities
Planning and implementing the 4Ps/7Ps
Management customer relationship
Marketing as a philosophy/orientation
Guiding the organisation’s overall activities
Playing a key role in the strategic management process (SMM)

10. Marketing orientation
Marketing orientation is a state of mind, or a philosophy, that guides the strategic vision and future direction of companies. Marketing-orientated firms adopt a proactive search for market opportunities, use market information as a base for analysis and organisational learning, and adopt a long-term strategic perspective on markets and brands.

11. The interrelationship between marketing and corporate strategy
Specifying the organisation’ mission
Allocation of resources across the whole organisation
Portfolio of activities for the organisation
Defining organisational objectives
Guides
Directs
Controls
Co-ordinates
Informs
Achieves
operationalises
Marketing Strategy
Competing in a product market
Selecting market segments
Designing the mix
Brassington Frances and Stephen Pettitt (2006)

12. Does marketing orientation contribute to company success?

13. Marketing orientation and business performance
INPUTS
OUTPUTS ?
Performance

14. Conclusion
Strategy can be simply defined as a plan for securing a competitive advantage in a given market.
Strategy exists at multiple levels in an organisation: corporate, business unit, and functional levels.
The marketing concept has a significant role to play in strategy development and corporate success.
Competitive marketing strategy aims to establish a profitable competitive position for the firm against all forces that determine industry competition.
Strategy making process has been discussed in the literature in such terms as strategic market planning and strategic market management.