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TODAY’S REPORT:

MARKETING

STRATEGY

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By: JERAMEEL PALCON LU


MARKETING STRATEGY
DEFINITIONS

MARKET STRATEGY PLANNING

MARKET STRATEGY SPECIFICATIONS

WAITING TO CHOOSE FROM ABOVE OPTIONS

MARKETING MIX


MARKETING STRATEGY
DE
DEFINITIONS

FINITION

MARKET STRATEGY PLANNINGMARKET STRATEGY SPECIFICATIONS

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MARKETING

MARKETING STRATEGY
STRATEGY

MARKETING CONCEPT

A strategy that
organization's marketing

integrates

an

goals into a cohesive whole.

Ideally drawn from market research, it focuses on the
ideal product mix to achieve maximum profit potential.
The marketing strategy is set out in a marketing plan.


BACK


MARKETING STRATEGY
DEFINITION

MARKET STRATEGY PLANNINGMARKET STRATEGY SPECIFICATIONS

MARKETING MIX

MARKETING

It is the process of planning and executing the
STRATEGY

conception, pricing, promotion, and distribution of
MARKETING CONCEPT

ideas, goods, and services to create exchanges that
satisfy individual and organizational objectives.

B


MARKETING STRATEGY
DEFINITION

MARKET STRATEGY PLANNINGMARKET STRATEGY SPECIFICATIONS

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MARKETING

As applied to small business, marketing means
STRATEGY

identifying what the customers want and satisfying
MARKETING CONCEPT

this want through the right product, the right price,
the right location, and the right information.

B


MARKETING STRATEGY
DEFINITION

MARKET STRATEGY PLANNINGMARKET STRATEGY SPECIFICATIONS

MARKETING MIX

MARKETING

STRATEGY

Refers to a plan of action designed to achieve a
particular goal.

MARKETING CONCEPT

B


MARKETING STRATEGY
DEFINITION

MARKET STRATEGY PLANNINGMARKET STRATEGY SPECIFICATIONS

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MARKETING

The marketing concept provides a guiding principle
STRATEGY

MARKETING CONCEPT

to small business which is making a match between
its intended customers and its products or services.
To achieve the desired match, the following
questions must be answered:

B


MARKETING STRATEGY
DEFINITION

MARKETING

STRATEGY

MARKET STRATEGY PLANNINGMARKET STRATEGY SPECIFICATIONS

1

2

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Who are my customers?
What products or services are required by my customers?

MARKETING CONCEPT
3

4

5

6

At what price are the products or services required?

At what place are the products or services required?

At what time are the products or services required?

How do the customers want the products or services
delivered?

B


MARKETING STRATEGY

DEFINITION

MARKETING

STRATEGY

MARKET STRATEGY PLANNINGMARKET STRATEGY SPECIFICATIONS

MARKETING MIX

To be able to answer the said questions, the following must
be undertaken:

MARKETING CONCEPT
1

Devise a marketing strategy

2

Use marketing research

3

Develop a marketing mix

4

Identify the size of the geographic market area to be served.

(STEINHOFF AND BURGESS)
B


MARKETING STRATEGY
DEFINITIONS

MARKET STRATEGY PLANNING

MARKET STRATEGY PLANNING PROCESS

M A R K E T S T R AT E G Y P L A N N I N G

MARKET STRATEGY SPECIFICATIONS

MARKETING MIX


BACK


MARKETING STRATEGY
DEFINITIONS

MARKET STRATEGY
MARKET
STRATEGY
PLANNING
PLANNING

MARKET STRATEGY PLANNING PROCESS

M A R K E T S T R AT E G Y P L A N N I N G

MARKET STRATEGY SPECIFICATIONS

MARKETING MIX

It is an activity of a small business which seeks to find
alternative opportunities and develop profitable
marketing strategies.


MARKETING STRATEGY
DEFINITIONS

M A R K E T S T R AT E G Y P L A N N I N G

MARKET STRATEGY SPECIFICATIONS

MARKETING MIX

MARKET STRATEGY PLANNING

IDENTIFY STRENGTHS AND WEAKNESSES OF BUSINESS
MARKET STRATEGY
MARKET
STRATEGY
PLANNING
PLANNING

PROCESS
PROCESS

2

ANALYZE EXTERNAL ENVIRONMENT

CLICK
TO VIEW
THE PROCESS
IDENTIFY
ATTRACTIVE
MARKET
OPPORTUNITIES

IDENTIFY TARGET MARKETS

DETERMINE APPLICABLE MARKETING MIX

DETERMINE SIZE OF MARKET AREA


BACK


MARKETING STRATEGY
DEFINITIONS

MARKET STRATEGY PLANNING

M A R K E T S T R AT E G Y S P E C I F I C AT I O N S

MARKETING MIX

TARGET MARKETING

MARKETING STRATEGY SPECIFIES THE FOLLOWING:
APPLICABLE MARKETING MIX

SIZE OF MARKETING AREA

TARGET MARKETING

APPLICABLE MARKETING MIX

SIZE OF MARKETING AREA


MARKETING STRATEGY
DEFINITIONS

MARKET STRATEGY PLANNING

TARGET
TARGET
MARKETING
MARKETING

STEPS

M A R K E T S T R AT E G Y S P E C I F I C AT I O N S

This refers to the activity that seeks “to identify a
fairly homogenous or similar group of customers to
whom a company wishes to appeal.”

APPLICABLE MARKETING MIX

SIZE OF MARKETING AREA

MARKETING MIX


MARKETING STRATEGY
DEFINITIONS

MARKET STRATEGY PLANNING

TARGET
TARGET
MARKETING
MARKETING

STEPS

M A R K E T S T R AT E G Y S P E C I F I C AT I O N S

MARKETING MIX

Steps under target marketing:

STEPS
1. IDENTIFICATION OF TARGET MARKET.

IDENTIFICATION OF TARGET MARKET

IDENTIFICATION OF THE CHARACTERISTICS OF

2. IDENTIFICATION OF THE CHARACTERISTICS OF TARGET MARKET.

THE TARGET MARKET

MEASUREMENT OF THE SIZE OF THE MARKET
AREA

3. MEASUREMENT OF THE SIZE OF THE TARGET MARKET AREA.
APPLICABLE MARKETING MIX

SIZE OF MARKETING AREA


MARKETING STRATEGY
DEFINITIONS

MARKET STRATEGY PLANNING

M A R K E T S T R AT E G Y S P E C I F I C AT I O N S

MARKETING MIX

TARGET

TARGET
MARKETING
MARKETING

STEPS

STEPS

TARGET MARKET
Is the particular market segment that the company

IDENTIFICATION OF TARGET MARKET

wishes to serve.

IDENTIFICATION OF THE CHARACTERISTICS OF
THE TARGET MARKET

MEASUREMENT OF THE SIZE OF THE MARKET
AREA

APPLICABLE MARKETING MIX

FOR AN EXAMPLE:
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SIZE OF MARKETING AREA


MARKETING STRATEGY

DEFINITIONS

MARKET STRATEGY PLANNING

M A R K E T S T R AT E G Y S P E C I F I C AT I O N S

“To be able to serve the target market properly, its

TARGET
TARGET
MARKETING
MARKETING

characteristics must be known by the small business operator.”
STEPS

STEPS

IDENTIFICATION OF TARGET MARKET

IDENTIFICATION OF THE CHARACTERISTICS OF
THE TARGET MARKET

MEASUREMENT OF THE SIZE OF THE MARKET
AREA

APPLICABLE MARKETING MIX

SIZE OF MARKETING AREA

Characteristics of the target market:

1.
2.
3.
4.
5.
6.
7.
8.
9.

Age
Sex
Family size
Family life cycle
Income
Occupation
Religion
Race
Nationality

MARKETING MIX


MARKETING STRATEGY
DEFINITIONS

MARKET STRATEGY PLANNING

TARGET
TARGET
MARKETING
MARKETING

STEPS

M A R K E T S T R AT E G Y S P E C I F I C AT I O N S

MARKETING MIX

To effectively serve the target market, the following must be known:

STEPS

1. Number of potential customers.
Knowing the number of potential customers will provide the means of

IDENTIFICATION OF TARGET MARKET

ascertaining the most economical approach to reach them. This will even help in
deciding whether or not to continue adapting the target market.

IDENTIFICATION OF THE CHARACTERISTICS OF
THE TARGET MARKET

MEASUREMENT OF THE SIZE OF THE MARKET
AREA

2. The population growth trend of the market area

APPLICABLE MARKETING MIX
Information about the growth trend of the market area is very important for
SIZE OF MARKETING AREA

the firm. To most companies, growing markets offer several advantages. One of them
is expanding sales potential.


MARKETING STRATEGY
DEFINITIONS

MARKET STRATEGY PLANNING

TARGET MARKETING

STEPS

STEPS

IDENTIFICATION OF TARGET MARKET

IDENTIFICATION OF THE CHARACTERISTICS OF
THE TARGET MARKET

MEASUREMENT OF THE SIZE OF THE MARKET
AREA

APPLICABLE MARKETING MIX

SIZE OF MARKETING AREA

M A R K E T S T R AT E G Y S P E C I F I C AT I O N S

MARKETING MIX


MARKETING STRATEGY
DEFINITIONS

MARKET STRATEGY PLANNING

TARGET MARKETING

STEPS

STEPS

IDENTIFICATION OF TARGET MARKET

IDENTIFICATION OF THE CHARACTERISTICS OF
THE TARGET MARKET

MEASUREMENT OF THE SIZE OF THE MARKET
AREA

APPLICABLE MARKETING MIX

SIZE
SIZE
OF MARKETING

OF MARKETING
AREA AREA

M A R K E T S T R AT E G Y S P E C I F I C AT I O N S

MARKETING MIX


MARKETING STRATEGY
DEFINITIONS

MARKET STRATEGY PLANNING

THE MARKETING MIX

CONTROLLABLE VARIABLES

PRODUCT OFFERING

PRICE

PROMOTION

PLACE

MARKET STRATEGY SPECIFICATIONS

M A R K E T I N G MMARKETING
IX
MIX