TYPES OF MARKETING STRATEGY

УДК 339.13

Яссін М.E., студент 1 року ОС магістр
ХНЕУ ім. С. Кузнеця

Анотація: Стаття ґрунтується на вивченні сутності та типів маркетингової стратегії підприємства. Описані практичні рекомендації щодо удосконалення визначення маркетингу, маркетингової стратегії та проаналізовані різні види стратегій маркетингу на підприємстві.

Ключові слова: визначення, маркетинг, стратегія, маркетингова стратегія.

Annotation: Based on the data in the study of the essence and types of marketing strategy of the company are defined. Practical guidance to improve the definitions of marketing, marketing strategy and explored the different types of strategy marketing at the company is considered.

Keywords: definitions, marketing, strategy, marketing strategy.

A marketing strategy looks at all of the areas of company’s selling activities and helps each one support the next, making sure all of your departments are aware of what each is doing. Marketing strategies may differ depending on the unique situation of the business. Consider a mix of strategies to make the most of company’s strengths and capitalize on competitor’s weaknesses. Chosen strategy should also reflect what marketing goals are. i.e. increase sales, gain brand awareness, etc.

Businessman can apply in their products or services in market by using four main types of marketing strategies (fig. 1).

Fig. 1. Types of marketing strategy

Fig. 1. Types of marketing strategy

Let’s consider before mentioned strategies.

Market leader.

In this strategy, three ways are determined to establish company as a market leader. Which are as given below:

  1. The first way is to increase the numbers of customers by the help of good product and services which will expand company’s whole market. For this business has to find new market where its product is unknown and uses also find new ways to use exsisting product, which will attract the customers.
  2. The another best way to defending company’s market is to increase the quality of products, which will very helpful to retain its consumer. For this company can segment business which will helpful to engage consumers.
  3. In third strategy company can popularize its products by expanding its market share. It’s very effective to promote company as well as suite its business [5].

The main options available to market leaders are [2]:

  • expand the total market by finding new users or new uses of the product;
  • expand the total market by encouraging more usage on each use occasion;
  • protecting market share by developing new product ideas, improving customer service;
  • improving distribution effectiveness;
  • expanding market share by targeting one or more competitors.

Market challenger.

If company is the challenger in the market, look for a small, unmet need that business can fill. Specialize in something that is not currently being met in the marketplace. i.e. an eBook reseller who specializes in books on basketball has significantly fewer competitors [4]. In this strategy you have to search about minor need of the market or your customer so that by completing that need your business got success. Some of the options open to a market challenger are [2]:

  • discounting or price cutting;
  • product line extensions;
  • new product introduction;
  • increase product quality;
  • improve service;
  • find new distribution channels;
  • improve and intensify promotional activity market follower.

Market niche.

It means company has to diversify its market to different segment to meet the each and every need of customers. In this way company can cover whole market as well as satisfied its customers.

This is a basic type of marketing strategy in which company is able to address the different type’s preferences of consumers as well as helpful to moving with present trends in the market [5].

Market Follower.

A market follower capitalizes on a market already identified and research by company’s competitors. Watch competitors for weaknesses, and then provide better solutions such as longer hours or free training. i.e. Full-service restaurants which offer takeout or delivery, interior design service free with purchase of furniture [3]. This marketing strategy saves company’s cost to carry out research because company only needs to work on weaknesses of its competitors to better its products.

The advantages of this strategy are:

  • no expensive R&D failures;
  • being able to capitalize on the promotional activities of the market leader;
  • low risk of competitive attack;
  • save money avoiding a head-on battle with the market leader.

One more strategy is possible to use – alliance marketing. Company can strengthen its marketing by partnering with a product, service or company that is compatible with its business but is not a competitor.

In the work [2] there were defined some principles about strategy:

  1. Know when to fight and when not to fight.

There is time for everything. Superiority of numbers or position is not always necessary to victory. The one who understand the rhythm of the battle and is able to freely utilize other natural advantages can achieve victory with a smaller force.

  1. Get wholehearted support of your troops.

The one who understand how to get the unconditional support of his troops by creating a common objective will have a great advantage over his opponent.

  1. Be well prepared to seize favorable opportunities.

One must sharpen his intuition in order to recognize favorable opportunities and be prepared to seize them.

  1. Free yourself from interference.

If a superior is constantly giving orders to his manager, the manager cannot fight an effective battle. Freedom from such interference is essential.

  1. When the time is right, act fast and decisively.

Do not act precipitously, but do not hesitate when the conditions for victory are present.

REFERENCES

  1. Goldstein D. The rise of right-time marketing / D. Goldstein, Y. Lee // The Journal of Database Marketing & Customer Strategy Management. – 2005. – 12 (3). – P. 212–225.

  2. Bradly F. Strategic Marketing: In the Customer Driven Organization / F. Bradley. – London:  Wiley, 2003. – 312 p.

  3. Daltas A. Barricades to Strategic Marketing Thinking / A. Daltas, P. McDonald. // Planning Review. – 1987. – 15(1). – P. 8.

  4. Kerin R. Marketing: The Core. / R. Kerin, S. Hartley. – Ryerson: McGaw-Hill, 2012. – 560 p.

  5. Pranulis V. Marketingas. Treciasis pataisytas irpapildytas Leidimas. / V. Pranulis, A. Pajuodis, S. Urbonovikius. – Vilnius: Garnelis, 2008. – 325 p.

Науковий керівник

к.е.н., доц. Василик С.К.