Type of business strategy Description

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After developing a corporate marketing strategy, the next step is to determine the company's business strategies, which will help to effectively build business management and organize the work of the marketing department. Any marketing activities of the company should be based on business strategies. They help to determine the type of relationship between the enterprise and the external environment, allow for the optimal distribution of the limited resources of the organization (raw materials, financial, personnel). Several areas of marketing business strategies can be distinguished:

Portfolio strategy

Allows you to determine the most optimal ratio list of us mobile phone numbers database of product groups in the organization’s assortment, determines the methods and procedure for promoting each type of product, and helps find new promising sales markets.

Growth Strategy

The main principle is to find reserves to increase sales volumes and grow the company’s profits in the long term.

Competitive Strategy

Helps to find the best option for entering a new market, ways to strengthen the organization’s competitive advantages, and increase demand for the company’s goods and services in key sales markets.

Functional Marketing Strategies

The final stage of strategic planning involves formulating functional or instrumental marketing strategies. A functional strategy is necessary for each brand, and sometimes even for each division of the company.

Functional marketing strategy includes a list of tactical measures to improve the product's marketing mix. There are the following types of functional marketing strategies:

Types of functional strategies Description of functional marketing strategies
Assortment strategy

Reveals the order of development and the place of each product group in the overall assortment of the enterprise, establishes the degree and order of assortment rotation, the rules for differentiating products from each other. May contain an action plan for introducing new products or services to the market.

Promotion strategy

It outlines the directions for promoting a product on the market, methods for establishing communication with consumers, contains a plan for organizing product advertising, rules for supporting new models and the company's main products, and sets limits on financing advertising campaigns.

Distribution strategy

Justifies the priority method of product distribution, the main channels of promotion to the end consumer, the rules of interaction with dealers and other intermediaries, determines the quantitative and qualitative indicators of effective product distribution.

Pricing Strategy

Determines the principles of price competition in the market, the procedure for determining wholesale and retail prices for products, discount policy, profitability criteria and the procedure for increasing prices.

Target Market Selection Strategy

Formulates key rules for market segmentation and priority areas for promoting the company's products on the market.

Strategic Marketing Tools
Strategic marketing has a variety of tools at its disposal to influence consumers and stimulate sales:

advertising campaigns;

methods of stimulating product sales;

instruments of mass propaganda;

individual trade event.

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Benchmarking of a company: examples from foreign and Russian practice

Advertising of goods or services requires certain financial investments. It does not involve personal contact with the target audience. The purpose of an advertisement is to present the company's products to the consumer.

Sales promotion is short-term in nature and is based on the use of various methods of encouraging the purchase or acquisition of a company's service.