2.3.1 Structure of a marketing strategy

It depends on the objectives of a company which strategy it chooses in view of the marketing, the behaviour of the market and the resulting advantages. Basically a company can choose between the following marketing strategies:

• Differentiation strategy
• Adaptation strategy
• Choice market strategy
• Market development strategy

The differentiation strategy is a strategy where a company cannot compete on the price and has to differentiate its product from the competition with value added products. The adaption strategy is a strategy where one looks at the competition in order to see what they do right to adapt it. Besides it should be discussed whether the whole market should be reached or only a sector. The market choice strategy determines in which sectors of a market a company wants to go. This can be realised through strategic business units. A strategic business unit is an own department within a company with own fields of activities. The core activity is to find out in which submarket a company concentrates its efforts and which submarket can be eliminated. The market development strategy compares the strategies of the market participants, for example the consumers, marketing agents and the competitors. It depends if one uses a marketing agent oriented strategy or a consumer oriented strategy which of the following two strategies are used (Weis, 2004, p.92; Meffert et al., 2008, p.511-517).

Max Adler Salzhemmendorf Webdesign

Back

Start

Next

Download this dissertation as a pdf-file for free