There are many marketing strategies, and as a result of cooperation between marketers and entrepreneurs, new subtypes are born all the time. Each of them provides different level approach to the volume of investment. The outstanding marketer Philip Kotler proposed four basic strategies that form the basis of any strategic management. Relying on the strategies of marketing titans, we offer:
1. Think one step ahead
The purpose of this strategy is to grow the company's market segment. To achieve results using this system, we need to use large number investments. The money invested may cause a short-term decline in income, but will ensure stable growth for the company in the future. For example, having purchased new equipment, you may suffer temporary losses caused by restructuring new system and, as a rule, the price of equipment. Such a system covers all costs over time, paying off by optimizing the workflow.
2. Retain at all costs
This marketing strategy involves maintaining consumer loyalty for as long as possible. In this case, we pay a lot of attention to following popular trends and creating various interactive experiences for consumers. Do you still remember the brilliant PR move of Coca-Cola with names on the bottles? Product personalization is the way to the buyer’s heart.
3. Harvest
Market marketing strategies are designed to quickly increase a company's income without the prospect of its further increase. For those who want to make a profit here and now, this is an ideal option. It involves increasing cash flow in the short term without long-term prospects. This system is suitable for a startup that is focused on rapid growth and exit of creators from the project.
4. Say goodbye if necessary.
The disqualification (or disinvestment) strategy is to change the direction of the business or its complete elimination. We use it when existing resources do not bring the expected profit and can be used more effectively in other areas. For example, Nokia was a tire manufacturer in the past, but then the founders decided to gather all their strength to create cellular mobile phones.
Introduction
1. Theory and methodology for developing a marketing strategy
2. Development of a marketing strategy for JSC CZP
Conclusion
Literature
Introduction
The importance of changes in the enterprise strategy is determined by the contradiction between the practical goals of the enterprise and the existing situation. V lately More and more enterprises are resorting to developing company development strategies and, accordingly, strategic planning.
For large companies with large assets, capital-intensive production, and a long production structure, having a development strategy is considered simply a necessary condition for survival. It is strategic planning that allows a company to determine its goals and what it needs to strive for, through which to develop its business or simply survive in increasing competition.
Many well-known companies not only have a well-developed and transparent strategy, but also stubbornly adhere to the established parameters of development, and this ultimately led them to success, but also when achieving success, for the sake of its continued existence, the company must resort to strategic planning. this should not be a one-time process, but an ongoing, ongoing activity of top managers. The use of strategy as a management tool in the daily activities of a company is a necessary condition and means of not only survival, but also ensuring the prosperity of the company.
Regardless of the scale of the business, the use of strategic management of the company allows management to freely navigate a crisis situation and instills in staff confidence in the reliability of the business.
A competent and balanced development strategy is not a goal, but a means
realization of the company's planned future, a means of self-expression and a path to providing stable income for the company's management and shareholders. One of the main points of enterprise strategies is the development of marketing strategies. The development of marketing strategies is considered as a key stage in the strategic planning process of the enterprise as a whole and is a necessary element to achieve the best results of the company.
Recently, marketing strategies are getting everyone higher value. Just a few years ago strategic marketing was presented primarily as a definition general direction the company's activities, oriented to the future and responsive to changing external conditions. Recently, the main emphasis has been placed on the formation of a market-oriented effective organizational and management system, and the distribution of management resources in accordance with this. In other words, now a marketing strategy is considered as a unified system for organizing the entire work of a company.
In the world economy there are no single universal forms for organizing all enterprises based on marketing principles. The development and application of specific marketing techniques requires a differentiated approach that takes into account the peculiarities of the functioning of the enterprise and, above all, the specifics of the market in which they operate.
The development of the strategic aspect of marketing in the consumer goods market is extremely important, because The market has entered that stage of its development when the lack of clearly developed strategies based on the results of marketing research leads to a decrease in the effectiveness of marketing activities and a loss of competitive advantages of the enterprise. The essence of marketing in the modern consumer market is the priority of individual needs over all production and commercial activities of the enterprise. Therefore, marketing should be considered not only as one of the management elements, but also as a global function that determines the content of all production and marketing activities of the enterprise. As a result, modern marketing is becoming, first of all, strategic, the focus and scientific validity of marketing decisions is increasing, short term plans increasingly rely on long-term programs that define the global goals of the enterprise in the market.
The purpose of this work is to develop a marketing strategy for the company, namely JSC CZP.
1.Theory and methodology for developing a marketing strategy
1.1. Concept and types of marketing strategy
In the process of their creation and operation, enterprises cannot do without using the basic principles of marketing. The term “marketing” refers to market activities. In a broader sense, it is a comprehensive, versatile and focused work in the field of production and market, acting as a system for coordinating the capabilities of the enterprise and existing demand, ensuring the satisfaction of the needs of both consumers and the manufacturer.
Development of a marketing mix, including product development, its
positioning using a variety of sales promotion measures is strictly related to strategic management. Before entering the market with a specific marketing strategy, a company must clearly understand the position of competitors, its capabilities, and also draw a line along which it will fight its competitors.
When forming a company’s marketing strategy, 4 groups of factors should be taken into account:
1. trends in the development of demand and the external marketing environment (market demand, consumer requests, product distribution systems, legal regulation, trends in business circles, etc.);
2. the state and characteristics of competition in the market, the main competing firms and the strategic direction of their activities;
3. management resources and capabilities of the company, its strengths in competition;
4. the basic concept of the company’s development, its global goals and business objectives in the main strategic areas.
The starting point for the formation and marketing strategy is the analysis of the dynamically developing market environment and forecast further development market, which includes: macro and micro segmentation, assessment of the attractiveness of the selected commodity markets and their segments, assessing the competitiveness and competitive advantages of the company and its products in the market.
At the level of the enterprise as a whole, a general strategy is formed, which reflects the general strategic line of development and the combination of its possible directions, taking into account the existing market conditions and capabilities of the company. Plans and programs of marketing activities are based on it. At the level of individual areas of activity or product divisions, they and the enterprise develop a development strategy this direction related to development product offers and the distribution of resources for individual goods. At the level of individual products, functional strategies are formed based on identifying the target segment and positioning a specific product on the market, using various marketing means (price, communications). The key point in developing a company's marketing strategy is the analysis of the internal and external environment. Analysis of the internal environment allows us to identify the enterprise’s capabilities for implementing the strategy; analysis of the external environment is necessary because changes in this environment can lead to both the expansion of marketing opportunities and the limitation of the scope of successful marketing.
Also during marketing research it is necessary to analyze the “consumer-product” relationship, the peculiarities of competition in the market of a given industry, the state of the macroenvironment, the potential of the industry in the region where the company intends to operate.
It would be more correct to consider the opportunities that open up not only for a specific enterprise, but also for its competitors in the relevant market where the company operates or plans to operate. These opportunities allow you to develop a program of certain actions - the company's strategy.
The combination of “weaknesses - opportunities” is proposed to be used for internal transformations. The strategy should be structured in such a way that, due to the opportunities that have arisen, an attempt is made to overcome the weaknesses in the organization.
The combination of "strengths - threats" is considered possible to use as potential strategic advantages. The strategy should involve using the organization's strengths to eliminate threats.
The combination of “weaknesses and threats” is proposed to be considered as limitations strategic development. The organization must develop a strategy that would allow it to get rid of weaknesses, and at the same time try to prevent the threat looming over it.
When developing strategies, it is necessary to remember that opportunities and threats can turn into opposites. Thus, an untapped opportunity can become a threat if a competitor exploits it. Or, conversely, a successfully prevented threat can create additional strong point in the event that competitors have not eliminated the same threat.
To assess the competitive position of a company, a methodological tool called “benchmarking” is used.
This term means comparative analysis key success factors (business parameters) of the analyzed enterprise with its main competitors. In other words, this is a procedure for managing the competitive potential of a company. As a rule, comparative analysis is carried out according to the following parameters:
Market share;
Product quality and price;
Production technology;
Cost and profitability of manufactured products;
Labor productivity level;
Marketing strategy concept
Definition 1
A marketing strategy (or marketing strategy) is a process that ensures the creation of conditions for concentrating resources on opportunities to increase sales volumes of products, goods and services, as well as obtaining sustainable market competitive advantages.
According to the modern economic dictionary, marketing strategy should be understood as the marketing measures of an enterprise aimed at the sustainable promotion of its goods and services and including:
- goal setting,
- analysis,
- planning and monitoring of marketing activities.
A number of representatives Russian science perceive marketing strategy as a means of influencing consumers and satisfying their needs through the marketing mix. One way or another, a marketing strategy is a long-term plan for the marketing activities of an enterprise and combines various elements of the marketing mix, through which the implementation of effective marketing activities aimed at achieving the organization’s marketing goals is ensured.
The marketing mix is a marketing mix, otherwise known as the 4Ps. Its basic elements are presented in Figure 1.
Figure 1. Basic model of the marketing mix (“4P”. Author24 - online exchange of student work)
In fact, the model presented in Figure 1 reflects the set of marketing decisions made by the company to implement the market positioning strategy and achieve its marketing goals.
The ultimate goal of any marketing strategy is to determine what products should be produced, what consumer needs it will satisfy, what markets and market segments you should choose which counterparties to work with, which distribution channels to use, what type of pricing to choose, etc. Ultimately, marketing strategies are aimed at identifying market needs, both existing and latent.
Features of building a marketing strategy at an enterprise
Building a marketing strategy is a decision-making process regarding where, when and how a company should compete. The fundamental basis for making such decisions is the analysis of the external and internal environment of the business entity. In other words, this is the choice of a set of consumer-oriented actions that can provide the enterprise with stability, development and prosperity in the long term.
Building a marketing strategy allows you to answer questions about whether the business will either new product production is in demand, who the service will be aimed at, who the target audience is and how to reach them. In the process of its development, the following tasks are solved:
- determining the mission and goals of a business entity;
- carrying out diagnostics external environment direct and indirect influence (macro- and microenvironment);
- analysis of internal potential;
- segmenting demand, identifying and studying the target audience;
- development of strategic alternatives and selection of the most appropriate strategy, including forecasting the economic efficiency of its application;
- identifying tools for monitoring results and making changes after receiving results.
Ultimately, the choice of marketing strategy is determined by the interaction of three factors: competitive position business, strategic goals and objectives facing the company, as well as the stage of its life cycle.
IN modern world The importance attached to the development of an enterprise's own marketing strategy is steadily increasing. There is no single marketing strategy suitable for all business entities. Each individual enterprise, organization, firm is essentially unique, and therefore the process of developing a marketing strategy must be unique and depend on the market position of the enterprise, its internal potential, the behavior of competitors, the characteristics of the products produced, etc.
Algorithm for developing a marketing strategy
Note 1
Developing a marketing strategy is one of the key stages of strategic planning. The results of the activities of an economic entity largely depend on the quality of its elaboration.
Developing a marketing strategy requires the need to sequentially go through a number of stages. The algorithm for its construction is summarized in Figure 2.
Figure 2. Algorithm for developing a marketing strategy. Author24 - online exchange of student work
Thus, the development of a marketing strategy involves the sequential passage of 8 stages, starting from an analysis of the organization’s external marketing environment and ending with a preliminary assessment of the effectiveness of the strategy and the identification of tools and methods for monitoring the progress of its implementation.
This approach is not the only one. There are other ways to develop a marketing strategy. So, for example, according to D. Crevens, the continuous process of developing and implementing a marketing strategy can be divided into 4 stages:
- situational analysis;
- development of marketing strategy;
- development marketing program or marketing mix;
- implementation of strategy.
In accordance with the generally accepted approach, the process of developing a marketing strategy includes defining the mission and goals of the enterprise, determining the basic strategy or strategic direction of its development, forming competitive positioning, as well as directly introducing (implementing) the marketing strategy.
In their meaning and content, all approaches are quite close to each other. One way or another, they imply the need to analyze the external and internal environment of the organization, identify opportunities and prioritize its development, set goals, choose a method of competition and detail the measures to achieve the goals.
Studying this issue Any company should be puzzled. Marketing strategy is a component of corporate strategy that determines the direction of the company’s activities, taking into account its current internal state and the external conditions in which the enterprise operates.
The need to develop a marketing strategy
Strategic management is more common among large enterprises that need a professional approach to determining the direction of activity, the vision of the company in the future and have enough funds for this. The market positions of small enterprises are often determined on an intuitive, reactionary level, since the distribution of a small amount of resources does not require significant labor and funds, and the future of such enterprises is to a greater extent subject to outside influences. However, it is worth noting that strategic management to one degree or another is necessary in every enterprise, since competent management allows you to choose the right paths to achieve the final goal.
A marketing strategy helps to choose a basic model of enterprise behavior in the market and ensure its further successful formation. It may not be able to protect against all market dangers, but it can help develop ways to respond to the most likely options and make the most efficient use of all available resources. The process of forming a marketing strategy, like other positions of this complex concept, ends with the choice of one of the alternatives, but management moves to the next stage - the development of action programs, which determines ways to achieve the goals set at the previous stage. Also, to develop a marketing strategy, it is important to establish an effective intra-organizational communication system. 
Marketing strategy in the strategic pyramid
Strategic management involves the formation of a “strategic pyramid” at the enterprise, which includes four levels of strategies:
- Corporate.
- Business.
- Functional.
- Operational.
At the stage of business strategy formation, the following are determined: portfolio strategy, growth strategy and direct marketing (competitive) strategy. Let's focus on how to ensure its formation. A marketing strategy determines ways to enter and consolidate in certain markets and market niches, assesses development prospects in certain strategic business areas, methods of competition, and ensuring product competitiveness. 
Types of Marketing Strategies
At the stage of choosing a competitive strategy, the enterprise determines the general model of behavior in the market, the methods by which target demand will be won and retained. The alternatives that an enterprise can follow are divided into types.
Marketing strategy is:
- Violent (power).
- Patient (niche).
- Commutative (adaptive).
- Explerent (pioneer).
The violent (force) strategy is used in the management of large firms specializing in mass, standardized production. Competitiveness in in this case is ensured due to the “economy of scale”, which allows the mass production of high-quality products and sale of them at a relatively low price.
The patent (niche) strategy is typical for those firms that are focused on niche business, that is, specialized products to meet demand in a narrow market segment. The strategy is applicable to those who produce specialized, high-quality goods at a high price. This strategy is good because it allows you to find that part of the market that will be inaccessible to competitors, thereby making it possible to reduce the costs of competition and redirect resources to self-development.
The commutative (adaptive) strategy involves satisfying individual services and solving problems on a local scale, which is typical for small, private enterprises, often of short-term existence. Companies with a commutative strategy look for any opportunity to satisfy their customers' services, so such companies are usually very flexible in their activities.
Exploratory strategy (pioneer, innovative) is the riskiest of strategies, it involves the creation of completely new products, revolutionary products. Main problem The problem with such companies is that it is impossible to study the demand for their products, since it simply does not exist yet; the exporters form the need for their own product, and their success in business depends on how well they succeed. The practice of experimenting companies shows that only a small percentage of “pioneers” achieve success, but this success is of enormous proportions and often covers the costs of all failures. Similar business called “scalable” in the literature. 
Functional Marketing Strategies
Next comes the functional level, which involves the development of tactical measures for different divisions of the company to achieve the strategies that were laid down at the previous stage. At this stage, existing product marketing is developed or improved, which is divided into the following types.
Marketing strategy at the functional level is divided into the following types:
- Assorted.
- Promotion.
- Distribution.
- Pricing.
- Selecting the target market.
An assortment marketing strategy involves determining the product groups that will be included in the company’s portfolio, the breadth and depth of the assortment, and describing the differentiation of products or the development of new products.
Determining the target audience to which the enterprise’s activities will be directed, developing communication plans and conducting an information campaign that will familiarize potential consumers with the product - all this is included in building a promotion strategy. A promotional marketing strategy can also refer to a firm's advertising budget.
Hello! In this article we will talk about the process of developing a marketing strategy.
Today you will learn:
- What types of marketing strategies exist;
- How to develop a marketing strategy for an enterprise.
We have already written a large detailed article about. Below we will briefly recall the types and immediately move on to development and examples.
Types of Marketing Strategies
Depending on what competitive advantage the company has, strategies are divided into:
- Differentiation strategy- involves distinguishing the company from competitors due to high quality or special properties of the product;
- Cost leadership strategy– allows the company to set the minimum price on the market, due to lower costs of production and sales of products compared to competitors. You can minimize costs if you have some objective advantage: economical equipment, profitable geographical location, special production technology and so on;
- Cost Focus Strategy– this strategy is a cost leadership strategy, but addressed only to one segment of consumers;
- Strategy to focus on differentiation– this strategy is a differentiation strategy, but addressed only to one customer segment.
Pricing strategies are divided into three types:
- Price leadership – the minimum price on the market;
- Strategy of following a competitor - average market price;
- The skimming strategy is the highest price on the market.
Main types of product strategies:
- Innovation strategy – creating a completely new product for the company;
- Modification strategy - creation various options already existing products;
- Withdrawal strategy is to stop production/sale of the product.
Main types of distribution strategies:
- Exclusive distribution – distribution of the product only through its own channels;
- Selective distribution – distribution of a product through highly specialized channels;
- Intensive distribution – distribution through any channels
The promotion strategy depends on what promotion tools you have chosen for your product or company.
Stages of developing a marketing strategy
The process of developing a marketing strategy for an enterprise consists of three large sections - analytical, practical and control over implementation.
Analytical stage
The development of any strategy involves the sequential implementation of the following actions:
- General market analysis. Here you need to determine the boundaries of the market, market capacity, and market potential. This will allow you to correctly set strategic planning goals.
- Determining the level and highlighting the main market players. This stage is easy to implement using two tools: M. Porter’s “5 Forces of Competition” model and the “Positioning Map”.
M. Porter’s “5 Forces of Competition” model consists of 5 blocks describing key market players: competitors (number, company names, market shares, competitive advantages, and so on); consumers (quantity, presence of associations, volume of purchases, etc.); companies producing substitute goods (quantity, market shares, cost of switching consumers to them); suppliers (their number, possibility of replacement, volume of purchases, etc.); new players (barriers to entry and exit, factors limiting and stimulating their emergence).
Based on the description, each block is given a danger level assessment. Future strategy should aim to minimize this danger.
A positioning map is an excellent tool for finding your niche in the market and determining the company’s place among competitors. It is a coordinate system, the number of axes of which depends on the number of parameters by which we compare ourselves and competitors.
Each axis consists of ten divisions into a positive area and ten divisions into a conditionally negative area (in the case of a positioning map, it will not be negative).
Example. We sell anti-dandruff shampoo. The parameters by which we evaluate our position in the market will be the following: price (X-axis, positive area), density (X-axis, conditionally negative area), convenience of packaging (Y-axis, positive area), efficiency (Y-axis, conditionally negative area ). We evaluate our shampoo for each parameter on a scale from 1 - the lowest indicator, to 10 - the highest indicator and make corresponding marks on the axes, we do the same with competitors’ products.
When all the points are marked, they must be connected with a line. As a result, we will get a map of our product and competitors' products. It will clearly show in which parameters we are succeeding and in which we are lagging behind. This will allow us to decide on a strategy competitive advantage and positioning strategy.
- Consumer Analysis, identifying the target audience and target segments.
- Analysis of the internal state of the company, its strengths and weaknesses. For these purposes, we conduct a SWOT analysis, during which we assess the organization’s strengths and weaknesses, opportunities and threats.
- Analysis of the organization's product portfolio. At this stage, we need to determine the place of each product in the organization’s product portfolio: share in the profit structure, growth rate, sales volume, prospects.
- Setting the organization's marketing goals. It is the goal that determines the future marketing strategy of enterprises. Let's analyze two goals and strategies that are used to achieve them.
In this case, it is necessary to set not just one goal, as in the example, but also to work out the tasks that need to be completed to implement it, and for these tasks, subtasks, and so on.
This process is called building a goal tree. For example, the goal: increasing sales volume; tasks: expanding the range, attracting new consumers, developing a product distribution system; subtasks: development of new product variations; searching for new sales channels, developing a promotion program, and so on.
As you can see, tasks and subtasks already contain a certain focus of marketing strategies.
This completes the analytical section of developing a marketing strategy; let’s begin developing marketing plan.
Practical stage - development of a marketing plan for an enterprise
Now we have come to developing the heart of the marketing strategy - the marketing plan. At this stage, all efforts are focused on identifying measures to improve the company’s position in the long term.
As part of the enterprise's marketing plan, it is necessary to work out the following elements:
- "Weapons" of competition. We choose those product or company parameters that set us apart from our competitors. We develop a development plan for each parameter. We determine the competitive strategy;
- Action plan for each target segment. For the most promising segments, measures can be taken to expand the range, increase the number of retail outlets, and in less promising segments, on the contrary, reduce your influence. We determine the development strategy for each target segment;
- Elements of the marketing mix. We summarize and determine actions for each element of the marketing mix, compose calendar plan, appoint those responsible and determine the budget. We choose a strategy for each element of the marketing mix, taking into account the selected competitive strategies and segment development.
Control and analysis of marketing strategy
An enterprise's marketing strategy must be flexible to respond to changes in the external environment, the actions of competitors and consumer behavior. Therefore, after you have begun implementing a marketing strategy, it is necessary to take measures to monitor its execution.
Marketing audit – systematic analysis of the external and internal environment of the enterprise for compliance of the company’s position with the adopted marketing strategy, followed by taking corrective actions.
In this case, analytical work occurs in the same way as when developing a marketing strategy for an enterprise. Our goal is to identify changes and adjust the marketing strategy.
An example of an enterprise marketing strategy
We will omit the analytical stage of building a marketing strategy for an enterprise so that you can clearly see how a strategy is formed according to the goals of the organization.
For example, we bake cabbage pies and want to sell them. And as you know, sales without marketing today are impossible, so we begin to develop a marketing strategy. A little about the product: homemade pies, only natural ingredients, prepared according to a traditional recipe. We have no cost advantage.
Target segment: small cafes.
Our goal: ensuring sales volume at the level of 50 thousand rubles per month.
Tasks: searching and attracting clients; search and selection of distribution channels.
Subtasks: development of a promotion program for each distribution channel and consumer segment.
Competitive strategy: our competitive advantage – our product. We place emphasis in positioning on its naturalness and tradition, that is, the quality of the product. In addition, this is not a mass product, so we choose a strategy of focusing on differentiation and developing our product further (for example, adding different spices).
Action plan for each target segment: We are expanding our presence in the small cafe segment, expanding the range with various additives and sizes of pies. You can choose a modification strategy and also offer cabbage pies according to the traditional recipe.
Elements of the marketing mix: we need to attract new consumers, for this we are creating a promotion program using online promotion tools aimed at the target segment; The distribution strategy is exclusive; we will distribute the pies using a page on a social network.
In terms of pricing strategy we have a choice between a mid-market strategy and a skimming strategy. Everything will depend on the uniqueness of your product in a specific geographic market. For example, in America, pies with cabbage according to a traditional Russian recipe will be a unique product and you can set a high price.