Realizing a continuous economical benefit in the market is the major focus of any business. This goal is to be reached by outlining a marketing plan, which will let the company to focus on increasing their trades by using more efficiently their lacking assets.
The etymology of the expression "strategy" is based on the Greek expression strategos, "general", with a military connotation, describing what commanders utilize in order to triumph in combat. Therefore, a "battle" between the leaders of an business and their competition requires from the former a marketing tactic or strategy, as constituent part of a corporate plan, focused on engaging clientele, competition and future prospects. A marketing strategy must also be seen as an important part of a marketing plan whose purpose is to put into practice such a strategy by the use of a corpus of particular techniques. An illustration may be: "Use inexpensive goods to draw clients. When our business, using the inexpensive goods, has started a relationship with customers, our business will vend added, more expensive goods and services that improve the customer’s benefit from the initial acquisition."
When writing a marketing plan a difference should be made between strategy and tactics. It is advisable to use a high regarded strategy rather than just tactics in order to achieve extensive marketing goals. Also, the efficiency of the activities of a business depend on the marketing strategy adopted as well as on its development into a calculated plan. For this reason, the marketing strategy must combine the promotion objectives, the guidelines and the proceedings chains (the tactics) of the organization.
Many different factors influence marketing strategies and these aspects depend on the conservational and the organization’s corporate vision, strategies and goals.
Market strategies offer a complex image of the requirements of the clients, the success of the competition, and of possible new trends. It is very important for a company to be aware of the changes that affect the consumers’ wants and the economical surroundings, in order to be capable of taking advantages from it. Therefore, marketing strategy helps putting into balance the possibilities and the pressure that come up, and by this meeting the wants of the clientele. In addition, while mounting a marketing strategy consumer clusters or groups along with their specific requirements must be well thought-out separately along with the changes of the financial environment affecting their desires and attitudes.
A superior marketing strategy must be primarily focused on the targeted clientele by presenting them premium services according to their expectations. Still, these services should be realistic ones, which can be fulfilled, so that strategy should not be based, for example, on exponential expansion if there is no possibility to manufacture sufficient goods.
Apart from reflecting the positive and the negative aspects of an organization, an effective marketing strategy must also be monitored to evaluate its efficiency. Such a control offers an exquisite view of how that strategy is being implemented, and in the same time brings suggestions for a future ones.
There is still quite a difference between practice and speculations regarding marketing and most of the problems of the implementation process are based on the utilization particular purposes. A new pessimistic attitude among the novice managers tackles the dedication of the majority of higher-ranking managements to philosophy. Yet, practice has not been widely approached a state of fact proved by the market activities subscribed to: pricing has competitive foundation, sales promotions are preferred to advertising and even public relations, while position is not important and marketing research is not a main preoccupation.
Classical promotional procedures do not apply to realistic models, since the latter are manipulated by a series of aspects: flawed data gathering, restricted capital, tense timeframe, all solved through common sense. In effect, goods will come out from illogical and sometimes ridiculous practices and the normal development routes may be used to select the best choices. Creativity and imagination are required from the employees in charge with the concept of the promotion and its implementation. Stimulating the regular client will make the marketer a successful one.
A good instinct, acting by a "hunch" - these are essential for the marketing executive who uses his mental faculties to face different situations. Added to this is the experience of the clientele to better approximate the proficiency of the method at hand.