The company's marketing strategy is the development of such strategic solutions that will ensure the effective implementation of tasks in the medium and short term.
If a company does not have a strategy, it will always be behind its competitors, so it is important to choose some basic, global direction of marketing activities, of which there are two:
1. Strategy of segmentation. It implies an increase in the degree of saturation of all consumer groups with existing goods and services on the already conquered market segments.
2. The strategy of diversification. It implies the development of the production of new types of goods and new markets that are not related to the main activity of the enterprise.
Main types of marketing strategies
1. Leadership strategies.
2. Strategies for "military" (attacking, defensive, retreat strategies).
3. Strategies that are based on market demand (strategies for conversion, creative, incentive, supportive, counter-marketing, as well as remarketing, demarketing, synchmarketing).
Types of marketing strategies, depending on the goals that the enterprise has set for itself, and the means to achieve them
1. Conquering a share in the market or expanding it to specified indicators (mass and rate of return), at which efficiency and profitability of production would be ensured. Conquest of a certain market share or segment on it is produced through the release and introduction of a new product, the formation of new needs for the consumer. And the expansion of the share held by the market with its traditional products implies the expulsion from the competitor's market.
2. The strategy of innovation implies the creation of such products that on the market have no analogues, that is, goods that are fundamentally new, which are oriented towards still unknown (unconscious) needs.
3. Innovative imitation. Implies not the creation of innovations, but their copying in accordance with the development of competitors.
4. Differentiation of products. It implies the improvement, modification of traditional goods, which the enterprise produces.
5. Reducing production costs. The direction of the strategy is to increase the competitiveness of the products produced through price rivalry (selling products at reduced prices by introducing innovations into the production process and, consequently, reducing costs).
Types of marketing strategies in terms of reducing costs: reducing advertising costs, R & D, maintenance, the introduction of new technologies or economical equipment, etc.
6. The strategy of waiting. It is advisable to use it when the trends in demand for products and developments in the market are not defined. In this case, the company prefers to refrain from introducing its product to the market, first studying the actions of its competitors. If there is a steady demand, it will be easy for a large company to develop a mass production of goods in a short time and to sell sales, thereby suppressing a small competing innovator firm.
7. Individualization of the consumer. This strategy is especially widely used by those firms that produce production equipment that is oriented to the individual orders of the buyer, as well as the specifications and projects developed by him.
8. Internationalization. The development of marketing strategies in this case is a systematic and systematic processing of foreign markets.
9. Cooperation. Assumes cooperation with other enterprises on a mutually beneficial basis. A widespread form of such a strategy is the creation of joint international corporations.
So, we examined the existing types of marketing strategies. To help the enterprise determine the further direction of its activities, there are special matrices.