Strategic Marketing
In the strategic pages of this website, Strategy was defined and differentiated from Tactics. (See under the heading "What is Strategy?" on the Solutions Page - Strategy Execution (Click here). In just the same way, we see the strategic elements of marketing as decisions or choices to be made rather than actions to be performed. Our process for these strategic steps has been forged from such esteemed authors as Philip Kotler, Peter Reed (see previous page), Michael Porter, Malcolm McDonald and others. It is outlined in the "Prezi" below.
Note: There is no sound on the Prezi, and you will need to move manually through by clicking the right arrow at the bottom
Suggestion: Click the full screen button once you have started the Prezi.
In the above Prezi, you may have noticed that we reference and suggest a strategic role for the following models:
Marketing Clients have included Exxon Chemical, Glaxo-Wellcome, Illumina, Rhone Poulenc Far East, Baxter-Travenol, Boehringer Ingelheim, Ciba Geigy, Covrad, Ferro Corporation, Kemcor, Lederle-Cyananid, Plessey, Ramoneur Company, Ansell, Chep Asia Pacific, Buchanan Group and others. Some of these were training projects, and some were consulting work to design, test and install marketing planning formats. Some had elements of both.
- PESTLE acronym for macro-environment analysis
- Porter's Five Forces for industry/positioning analysis (micro-environment)
- Porter's Generic Competitive Strategies
- Kotler's "S-T-P" acronym for segmentation-targeting-positioning, his most significant strategic component
- A numerical approach to SWOT analysis, similar to Malcolm McDonald's tool
- A SWOT Application Matrix, erroneously titled a "TOWS" analysis by many
- The Ansoff Matrix for product-market development options
- SMART Marketing Objectives
- BCG Matrix
- Product Life Cycle
- Rogers Diffusion of Innovation
Marketing Clients have included Exxon Chemical, Glaxo-Wellcome, Illumina, Rhone Poulenc Far East, Baxter-Travenol, Boehringer Ingelheim, Ciba Geigy, Covrad, Ferro Corporation, Kemcor, Lederle-Cyananid, Plessey, Ramoneur Company, Ansell, Chep Asia Pacific, Buchanan Group and others. Some of these were training projects, and some were consulting work to design, test and install marketing planning formats. Some had elements of both.
