Strategy and marketing policy. Marketing strategy: the company indicates the main goal (for example, untrained elderly people), type of product (very simplified computer), price positioning (for example, quite high), distribution network (classic, mail order, direct sales, etc.) and communication strategy for advertising your product.
Politics is, first of all, a choice, an option, a decisive line. Therefore, we will consider politics and strategy as synonyms. Using, we most often reserve a strategy for the general direction of the company’s activities, and political ones for its inclinations (pricing policy, distribution policy, hiring policy, wage policy).
Basic marketing strategies. A strategy or policy is inherently unique. Talking about several strategies means defining a single global strategy. Therefore, we usually use these terms in the singular. Among the strategies that I know: stability strategy: it is applied when the product sold is in a mature phase. Concentration strategy: it is to cover only one segment. Differentiation Strategy: The goal is to produce several products adapted to different segments. Pension strategy: this is the union or control of another company that holds part of the capital in order to minimize costs.
Creaming strategy: it is to offer the luxury with the high price that is often taken at the product launch stage. Penetration strategy: it is also involved in the launch phase and consists in offering the current product at a low price. Equalization strategy: it consists in setting the same price as competitors. What is the difference between a strategic plan and a marketing plan?
Basic marketing strategies is a time-based breakdown of a company’s marketing strategy, which in itself is an important part of a company’s overall policy. A marketing plan is a plan that specifically defines the operational activities planned for a specific period (for example, a year). Therefore, it describes the targets of clients, the funds that must be implemented, the operations that must be performed, the performance indicators that must be achieved, and the corresponding time frame. A marketing plan is a breakdown of a company’s marketing strategy over time. In itself, an important part of the general policy of the latter.
Strategic interest. The main advantage of positioning is its ability to combine supply and demand in the same strategic thinking. Choosing a good positioning offers the following advantages: – Differentiation compared to competitors in congested markets – Stimulation of innovation: multivariate statistical methods provide perception maps that help to identify niches that are not exploited by competitors.
In marketing, targeting is the policy of choosing groups of people and products on which to focus the company’s efforts. The selection process and actions: in practice, targeting is a multi-stage process: – assessment of the relative attractiveness: – of each segment of the population in which there is potential demand, – of each type of product and service that may be. A strategy or policy is inherently unique. Talking about several strategies means defining a single global strategy.
Another subtlety of the transport and logistics sector is that the border between conquest (new business) and loyalty (established base) is not limited to the binary client / potential client operator. In fact, transport and logistics managers are used to segmenting their flows and distributing them among service providers in several tenders. Thus, the head of the company or the head of the reporting department will have to distinguish among customers the fluctuations of already conquered flows (mainly subject to market conditions or customer activity, rather than commercial or marketing activities). gaining new flows is comparable to gaining new customers. The vast majority of transport / logistics companies simply monitor the sales of their customers, where the analysis of flows won, supported and lost can be more informative.