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Lecture notes Marketing Strategy
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Lecture notes Marketing Strategy (including the ethics lectures)
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By: ambervries1999 • 2 year ago
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By: thijsstevens2 • 3 year ago
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What the hell in marketing strategy?What is strategy? Strategy as the connection between goals and actions
Goals: desired future
Strategies: flexible game plan
Actions/tactics: tangible, short-term tasks that can be precisely identified, monitored and evaluated.
(1) Goals: operationalization:
E.g. a sporter: lose 10 pound in the next 3 months
Vodafone: beat Telekom’s NPS by 4 points within the business cycle
Zalando: growth with > 30% a year
Trainer: (re-)establish Borussia Dortmund among Europe’s top 10 clubs
Netflix: become the best global entertainment distribution service
Goals need to be clear in content and time horizon. Sometimes goals are formulated in absolute terms,
sometimes relative to a fix point (e.g. competitor).
Goals and strategies are something different
Goals can be set on different organizational levels
Overall management objectives: at corporate level, e.g. shareholder value, overall growth rate)
SBU (strategic business unit: if you do not have just one product or service, e.g. consumer
business and b2b part) objectives: e.g. increase market share by 5%, start up 5 new countries
Marketing action objectives: e.g. product price, sell X units of coffee pads, increase newsletter
penetration by 10%. F: functional unit goals (e.g. ecommerce function vs. offline function)
Are there any conflicting goals?
,Strategies: flexible game(s) plan (Mitzberg, 1987)
Strategy is everything and nothing?
Strategy is the most overused word in business.
Strategies are a long term plan, not what you do just for one week.
(2) Strategy: strategy in sports as a game plan – but beyond the single game.
Everybody has some tactics for a specific game, but you also can have a long term strategy. E.g. think
about the Italian Plan, way of playing soccer long-term.
“Strategy is a game plan for getting there [achieving (long-term) goals].’ – Kotler and Keller (2009)
,Strategies can be implemented on three levels: corporate level, SBU level and function level
Corporate strategies: focus on fundamental decisions that influence the firm as whole, i.e. strategic
decision that cannot be decentralized, e.g.
Synergy between SBU’s
Selection of markets (and brand identities), and
Enabling & cultivating a marketing-oriented culture
Overall management strategy at a corporate level: e.g. create a luxury company, take the best care fo all
employees, create a more balanced portfolio of brands…
If you have just one product/service: 1 SBU, the overall strategy will be the same as the SBU strategy
Strategy: Volkswagen as a corporation with different SBUs
, They wanted to think how to separate Skoda and BMW. They repositioned of Skoda and included more
entry models that were not as premium as BMW.
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