Marketing strategy

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Marketing strategy

• A plan for analysing a target market to allow for
  the development of a marketing mix and the
  prioritising of marketing objectives

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1) Growth strategies

• market penetration
• Market expansion
• Product Development

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2) Integrative strategies

• Backward integration
• Forward integration
• Horizontal integration
• .

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3) Diversification
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Three questions to help determine strategy

• How highly developed is your product?
• What is your level of MP?
• 3. How mature is our (actual or prospective)
  market?

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• Existing product New products
• Penetration expansion
• Integration Prod development
• Diversification Diversification

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Strategy Planning Process

• The first rule of strategy planning is to know
  the internal and external environments

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the external environment

• Those factors, outside our own organisation, that
  could impinge on the welfare of our organisation
  or the sale of our products.
• Social forces
• industry competition

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Social forces

• Economic climate
• Political forces
• Social trends
• Demographic trends
• Technology

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industry competition

• intensity of competition
• bargaining power of buyers
• threat of new competitors or substitute product
• bargaining power of suppliers

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Bargaining power of suppliers

• Clubs
• Players
• Ground operators
• Media

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Secondary Marketing Strategies

• Cost leadership strategy
• Differentiation strategy
• Focus strategy