There are no general requirements for the design, structure and content of a marketing strategy. When developing such a document, organizations are guided by their commercial goals, take into account the scale of the business and the size of the promotion budget. As a rule, the elements of the marketing strategy structure look like this:
Research of the target audience and market niche. This will help to determine how the company's resources and the potential of the market in which the product is planned to be sold are related. In other words, the company, based on the results of the research, should determine what types of services and goods it will offer to the target audience in this niche.
Separation of buyers into student database target consumer groups. Segmentation of a single flow of potential customers into separate small target groups is necessary to more accurately satisfy consumer demands.
It is best to focus on the main segment of the target audience, adhering to the Pareto law (20% of consumers bring 80% of the company's revenue). If such a result is obtained, then the target group of consumers has been chosen correctly.
Pareto principle in marketing
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Positioning. The marketing strategy for the development of the company must accurately describe its position in the occupied market segments. Becoming a market leader in which there are strong competitors is possible only if you have a corporate style, strong competitive qualities and a unique selling proposition that is attractive to consumers.
Marketing activities complex. This refers to combinations of methods for promoting products used in marketing. Often, such complexes include pricing policy, product promotion strategy, distribution and sales.
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Important Elements of Marketing Strategy
Marketing strategy, as a document, consists of several parts. There are no strict requirements for its final form either. Note that the form of marketing strategy that can be applied in practice should include four main elements.
Target
As a rule, the goal of the marketing strategy corresponds to the current business plans of the enterprise and is associated with sales growth, promotion of new products on the market or capture of an additional market segment. Taking into account its focus, marketing methods are selected that allow for rapid achievement of results with minimal costs.
What should be the goal of a marketing strategy?
measurable (having a numerical expression);
clear and unambiguous (ambiguous interpretations are not allowed);
urgent (the time frame for achieving it must be determined);
achievable (the goal is formed based on the real resources of the enterprise and market potential).
An example of a correctly set marketing goal:
“Increase the growth of sales of