Strategic marketing

What is strategic marketing?

Strategic marketing is that type of marketing that is responsible for analysis and knowledge of the market. Thus, he is the one who plans the marketing strategy to follow to achieve the organization's objectives.

Its objective is to detect all the opportunities that will help the company to satisfy the needs of consumers in a more efficient and optimal way.

East works in conjunction with operational marketing, which is in charge of carrying out the strategy proposed by strategic marketing.

Characteristics of strategic marketing

Among the characteristics of strategic marketing we can highlight the following:

• It is one of the most important types of marketing within an organization.
• He is in charge of the market study, which analyzes the internal and external factors of the organization.
• Make the marketing strategy to achieve the objectives proposed by the organization.
• Works in conjunction with operational marketing, which carries out the plans established by strategic marketing.
• Is he in charge of finding new markets.

Strategic marketing functions

The main functions of strategic marketing are the following 6:

1. Competitor analysis: identify all possible information about the companies with which you compete, such as the products they sell, their distribution channels, etc.
2. Internal analisis: carry out an analysis of the company in question, its product, communication, production process, etc.
3. External analysis: identify the factors that may affect the organization in marketing matters, such as political, technological and ecological laws or regulations.
4. Market segmentation: define the target and potential audience for our product.
5. Create a competitive advantage: collaborate with the creation of an advantage that makes us stand out from the competition.
6. Determine marketing strategies: define and establish the correct strategies that marketing must implement to achieve the organization's objectives.

Elements of strategic marketing

Between the elements and tools that uses strategic marketing to fulfill its functions, the following stand out:

• SWOT matrix: analysis matrix that allows knowing the strengths, opportunities, weaknesses and threats of an organization.
• Ansoff matrix: matrix allows evaluating the situation of a certain business in the market.
• BCG matrix: this matrix allows you to analyze and evaluate an organization's product portfolio.
• Positioning map: it serves to know in which situation an organization is in comparison with its competition.
• Value chain: internal analysis tool that allows to know what are the competitive advantages that an organization has.
• Porter's forces: analysis tool to find out those external forces that influence an organization.

Strategic marketing strategies

Below we propose different marketing strategies that can be applied to an organization.

Portfolio strategy

For its execution must use BCG matrix, Through which it is possible to make decisions based on the product portfolio. In particular, those related to the profitability and potential of the products.

Positioning strategy

This type of strategy allows to know the place that a product occupies in the mind of the consumer, compared to the competition. In addition to this, it can add value to consumers.

Segmentation strategy

In order to offer a differentiated and adapted offer to each of the market groups, market segmentation must be applied. This strategy facilitates the division of the market into sectors with similar characteristics and needs and it also allows discovering new markets to adapt to the best offer.

Functional strategy

Facilitates strategic decision making in the 4Ps of marketing (product, price, place and promotion), bearing in mind that these must be related to each other.

Growth strategy

For its application, the Ansoff matrix, since through it it will be possible to determine the direction of growth of a company.

Loyalty strategy

Here you should use strategies of relationship marketing and customer relationship management, which will help improve the experience for customers and create lasting and profitable relationships with them.