Strategic Marketing

• Unit Code T/615/2693 Task 1

• Learning outcome 1
• Understand the principles of strategic marketing
 Corporate strategy

• High level strategy

AC1.1 Analyse the
relationship between • An organisations reason for existing
corporate strategy
and marketing • Achieved through successful completion of
organisational objectives
strategy
 Corporate strategy

• Delivering organisational vision and mission

AC1.1 Analyse the
relationship between • Resource management, budget focused to meet
corporate objectives and milestones
corporate strategy
and marketing • Strategies are independent, corporate success
depends on both being achieved
strategy
 Marketing Strategy

AC1.1 Analyse the • Mid-level strategy

relationship between
corporate strategy • Focused on customer attraction and retention
and marketing offering goods and services

strategy
• Customer targeting- needs and wants
 Marketing Strategy

• Setting mid-level goals and objectives

AC1.1 Analyse the
relationship between • Focus on mid level resources and budgets
corporate strategy
and marketing • Feeds into corporate strategy success
strategy
 Organisational Strategy Vs Marketing Strategy

Organisational Strategy Marketing Strategy

Focusing on overarching, long-term Focused on day to day performance and

organisational direction results

AC1.1 Analyse the

Setting long-term framework Single stage in the development of the
organisation, functional and professional

relationship between direction.

corporate strategy
and marketing
strategy Overall strategies and goals are established Specific strategies and goals are set

Relevance of strategies and goals are only Relevance of strategies and goals are
evident in the long term immediately evident
 Conclusion
• Strategic hierarchy is evident with the corporate
strategy at the top and the marketing strategy
AC1.1 Analyse the sitting below
relationship between
corporate strategy • Corporate success is dependant on marketing
strategy success
and marketing
strategy • Monitor and review of the marketing strategy is
critical to its success
 Marketing Strategy Development

• Marketing strategies differ between organisations and

industries

AC1.2 Analyse the • Marketing strategies should be customised

development of
marketing strategies • Target market segmentation
 Marketing Strategy Development

• Products and services

AC1.2 Analyse the • Demographics

development of • SWOT analysis

marketing strategies
• PESTLE analysis
 • Setting goals and objectives using SMART objectives

• KPI’s and metrics are developed to gauge success

AC1.2 Analyse the • Customer and market research will drive the goals
development of and targets for the organisation
marketing strategies
 • Evaluation and adjustment is a continuous process
to keep the marketing strategy on target

• Open loop control, marketing strategies require

constant monitor and control to be
AC1.2 Analyse the
development of Conclusion
marketing strategies Planning, monitoring and control are the key
elements to the success of the marketing strategy.
With a well-defined set of goals and objectives
required to ensure focus in the right areas. The
strategy should be dynamic and flexible to change.
 Competitive advantage

• Market segmentation or mass marketing strategy

AC1.3 Explain how • Carry out a segmentation market study

different strategies
• Identification of groups to purchase products or services
can contribute to
competitive
advantage
 • Focus on development of products resources and
advertising for each target group

• Evaluation of each market segment before entering,

AC1.3 Explain how don’t enter blinkered

different strategies
• How can the organisation best serve each market
can contribute to segment
competitive
advantage
 • Create the greatest income from the customer over a
period of time

• The organisations available resources will determine

AC1.3 Explain how how many segments it can enter

different strategies
• Organisations with limited resources should target
can contribute to few segments called market niches
competitive
advantage • The organisation should be aware of segment
competitors
 • Positioning- How does the organisation differentiates
its products and services from its competitors

• What target segment position does the strategy want

to achieve
AC1.3 Explain how
different strategies • Positioning is the process for an organisation to select
a product to occupy a specific market segment
can contribute to relative to competitive products as seen by its target
customers
competitive
advantage
 • Differentiation is the process of differentiating the
product to initiate greater value for the customer

• The branding or the product or service name is critical

for the position and the initial thought of the
customer
AC1.3 Explain how
different strategies • How the customer perceives the service or product
can contribute to should be determined prior to implementing the
marketing strategy
competitive
advantage
 • The Service Marketing Mix- Implementing marketing
goals in a chosen market segment

AC1.3 Explain how • Product

different strategies
can contribute to • Price
competitive
advantage
 • Place

• Promotion
AC1.3 Explain how
different strategies • Branding situated in the first marketing mix P for
product. The organisation must differentiate its
can contribute to products from its competitors
competitive
advantage • Strong brands, iconic names, logos and other
memorable phrases. Customers can relate to
 • Pricing is the second P in the marketing mix, the
organisation looks to create a greater market share
and competitive advantage

AC1.3 Explain how • Greater value products

different strategies
can contribute to • Improving quality or reliability
competitive
advantage • Michael Porter proposed four "generic" business
strategies that should be implemented by the
organisation to gain competitive advantage.
 • Distribution: The third P is place and includes
distribution
AC1.3 Explain how
different strategies • A bespoke channel for distribution can immediately
differentiate the organisation
can contribute to
competitive • Implementation of an efficient or cheaper distribution
advantage channel
 • The use of the internet for e-marketing strategies can
significantly increase competitive advantage

AC1.3 Explain how

• Online advertisements and promotions and free to
different strategies
can contribute to • Web marketing is very cost effective and is very
competitive efficient as it saves time

advantage
• Provides a good return on investment
 Strategic planning and strategic
management
1D1 Evaluate the
relationship between • The organisations strategic intent, strategic
assessment and strategic choice are an integral part
strategic intent, of the strategic planning and strategic management
process
strategic assessment,
strategic choice and • Organisations use the strategic planning process to
their impact on the determine the direction of the business. Where the
strategic management process defines how the
formulation of objectives will be met to achieve the goals of the
strategic planning process
marketing strategy
1D1 Evaluate the Strategic intent focus
relationship between
strategic intent, • Establishing the organisations vision

strategic assessment,
• Designing the organisations mission
strategic choice and
their impact on the • Setting the organisations strategic objectives
formulation of
marketing strategy
1D1 Evaluate the Strategic assessment-the organisation
gathers and analyses Information
relationship between
strategic intent, • Driven by the strategic intent
strategic assessment,
strategic choice and • Organisation will assess the relevant subordinate
strategies including the functional level marketing
their impact on the strategy
formulation of
marketing strategy
1D1 Evaluate the
relationship between Strategic choice strategy formulation
strategic intent,
strategic assessment, • Selection of the marketing strategy

strategic choice and

• Ensuring resource are sufficient and competent
their impact on the
formulation of
marketing strategy
1D1 Evaluate the Implementation of the strategy
relationship between
strategic intent, • Alignment between the marketing strategy and
organisational strategy
strategic assessment,
strategic choice and • Setting roles, responsibilities, goals and objectives
their impact on the
formulation of
marketing strategy
 Evaluate and Control
1D1 Evaluate the
relationship between • Monitor and review performance

strategic intent,
• Measure success against targets
strategic assessment,
strategic choice and • Implement continuous improvement
their impact on the
formulation of
marketing strategy
 Advantages

• Creates a brighter future for the organisation

1D1 Evaluate the
relationship between • Identifying the organisations strategic direction
strategic intent,
strategic assessment, • Improvements in organisational decision making

strategic choice and

• Organisational longevity
their impact on the
formulation of • Increasing the organisations market share and
marketing strategy profitability
 Disadvantages

• Complex processes
1D1 Evaluate the
relationship between • The strategic process is time consuming
strategic intent,
strategic assessment, • Implementation is difficult

strategic choice and

• Critical planning is required
their impact on the
formulation of
marketing strategy
Strategic Marketing
Thank-you
Task 1