Last Tuesday, giving classes to the students of the Master of Marketing and Yemen Email List Advertising at ESCO Malaga on strategy, and more in detail on strategic marketing, I realized once again the need that small and medium-sized companies have to be able to analyze the key elements of their business model, with an analytical and medium-term vision, which facilitates decision-making and helps them to mark the way forward … so from Marketing Culture we are going to give that push to strategic marketing, with this basic survival guide. When we talk about business strategy, it is inevitable that Michael Porter comes to mind with the analysis of the 5 forces of Porter or the much hackneyed “value chain”, concepts with more than 25 years of life, but which are still totally current. . Fantastic, but this is not the focus of this post !!!
so to the point. Business strategy Three essential and basic points: [box] Strategy is to identify those competitive advantages that distinguish us from our competitors [/ box] [box] A company has a competitive advantage when it achieves higher profitability, in a specific aspect, than the average of other companies that compete in the same market [/ box] We cannot forget this real and cruel statement: [box] The market does not pay for what it does not receive [/ box] The first step to take is to identify in my business the aspects that make me different from my competitors, and that are generators of profitability (if that aspect the company would not be the same), whether they are related to the marketing mix: price, product, distribution , communication … or referring to other areas such as logistics, production, technology … once identified, to really deepen which of them generates profitability and devise an action plan. You have to know how to maintain competitive advantages over time !!!!
And you, do you have those of your company identified? Simply with this exercise, of reflection and analysis, we will be fully involved in the realization of the business or corporate strategy. Strategic marketing Strategic marketing derives directly from the strategy of the company or corporate strategy, so the second step will consist, once the competitive advantages have been detected, in analyzing the market, the segments, price, product, communication, distribution… .that is, doing strategic marketing. eu phone number If we had to summarize which keywords define strategic marketing they would be: [box type = “note”] Same direction Reaction to the environment Coherence Medium and long term Goals and objectives Segment Marketing Mix (4P´S) [/ box] What is the use of implementing strategic marketing for me? Among other things to be able to: [box type = ”info”] Detect needs and services to cover Identify products and markets Know and establish the attractiveness of the market in which I operate Discover competitive advantages