Annotation. (Marketing strategy)

The decade of the 1990s was a period of dramatic change in the global business environment. Restructing of business was wide spread in management' moves to improve competitive advantage. Communications technology, competitive forces, and economic and social pressures increased � the size and scope of � markets, creating a global competitive arena. The impact of market-driven strategies on gaining competitive advantage magnified the importance and scope of marketing strategy.

"Designing marketing strategy" considers how to identify the key issues and the important factors in selecting a strategy. While attention is given to such areas as portfolio and screening analysis, profit impact of marketing strategy, market segmentation, positioning strategies, the primary objective is to weave these areas into a strategic framework.

The referat is designed around a strategic marketing planning approach with a clear emphasis on how to do strategic analysis and planning. Choosing the right market target strategy for each product-market is an important decision that affects the total enterprise. This decision is central to properly positioning a firm in the marketplace. � Market target decisions integrate strategic planning and marketing � strategy. Targeting decisions establish key guidelines for strategic planning and decisions about positioning strategy used to design the marketing program.

The positioning strategy blends together the product, distribution, price, advertising, and personal selling strategies. The objectives of this integrated strategy � are to achieve management's positioning targets and to gain the largest possible competitive advantage. Shaping this bundle of strategies is a major challenge to marketing decision makers.

Product decisions are central to shaping both the corporate and the marketing strategy, and should be made within the guidelines of the corporate mission and objectives. Key product decisions for a strategic business unit include selecting the mix of products to be offered, deciding how to position an SBU's product offering, choosing a branding strategy, and developing and implementing strategies for the products in portfolio.

Situational factors have an important effect on marketing strategy selection. The choice process with product-marketing definition and analysis. Next, competitive advantage is evaluated for each market target under consideration. Finally, market targeting and positioning strategies are selected.

New product planning is a vital strategic activity in all companies. Companies that are successful in new product planning include strategy development, idea generation, screening and evaluation, business analysis, product development, marketing strategy development, market testing, and commercialization. The major organization options for managing new product planning are the new products committee, the new product/brand manager, the new product department, and the venture team.

Product decisions are central to shaping both the corporate and the marketing strategy, and should be made within the guidelines of the corporate mission and objectives. Key product decisions for a strategic business unit include selecting the mix of products to be offered, deciding how to position an SBU's product offering, choosing a branding strategy, and developing and implementing strategies for the products in portfolio.

Most important parts of marketing strategy are distribution and pricing.

The channel of distribution connects the producer with the end-users of the firm's goods or services. One or more levels of the channel may link the user and producer. The choice between company distribution to end-users and the use of intermediaries � is guided by end-user � needs and characteristics, product characteristics, and financial and control considerations.

Analyzing the pricing situation is necessary to develop a price strategy for a mix or line of products, or to select a price strategy for a new product or brand. Pricing decisions for new products should consider price positioning alternatives and the extent to which price may be used as an active element in the marketing program.