The Marketing strategy consists
of adapting our internal factors to external factors, in order to obtain the
best competitive position. We should not catalog this phase of the Marketing
Plan as "rational", but on the contrary, the definition and selection
of strategies is the most useful exercise for marketing planning.
The portfolio strategy is
responsible for setting the course to follow for the establishment of each
strategic business unit, detailing for them the different product-market
combinations that the Integrated
Marketing Solutions Company should develop.
Segmentation strategy
The segmentation strategy involves
deciding which of the segments in which we have classified the marketing the
company will act. The segmentation can be of three types:
Differentiated: when we address
each of the market segments with a different offer and positioning.
Undifferentiated: when the Experiential Marketing
Tours Company decides to go, despite having identified segments
of customers with different needs, with the same product offer and the same
positioning.
Concentrated: it consists in
adapting the offer to the needs of several specific segments.
The company will try to identify
the segments in different categories, denominated: strategic segments,
strategic priority segments, and non-strategic segments.
We define the strategic segment
as that segment to which the company is going to direct or concentrate knowing
that we have an advantage over our main competitors in what consumers value
(generation of value: quality, price, range, image, service, etc.).
The segmentation strategy
supposes a decision making on the part of the marketing manager with respect to
which or for which of the segments in which we have classified a market we are
going to bet on our Experiential
Marketing Agencies. This classification can be derived from an
analysis of the situation or be a consequence of a market investigation.
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