### 날짜 : 2023-11-22 08:31 ### 주제 : 4.2 Marketing Strategy Development #마케팅 #공부 ---- ### 4.2 Marketing Strategy Development Marketing strategy development is a critical phase in the marketing planning process. It involves crafting a comprehensive plan that outlines how an organization will achieve its marketing objectives and goals. Here's a closer look at the key components of marketing strategy development: #### **Positioning Strategy** Positioning strategy is about defining how a brand wants to be perceived by its target audience in relation to competitors. Key elements of positioning strategy include: - **Unique Value Proposition:** Identifying what sets the brand apart and the unique value it offers to customers. - **Target Audience:** Understanding the specific customer segments the brand aims to serve. - **Competitive Analysis:** Assessing competitors' strengths and weaknesses to find a distinctive position in the market. - **Messaging and Brand Personality:** Creating messaging and brand attributes that resonate with the desired perception. Effective positioning helps a brand establish a clear and differentiated identity in the minds of consumers. #### **Competitive Strategy** Competitive strategy involves determining how a company will compete in its target market. Key considerations in competitive strategy include: - **Cost Leadership:** Striving to become the lowest-cost producer in the industry, which can lead to competitive pricing. - **Differentiation:** Focusing on offering unique or premium products/services that justify higher prices. - **Focus/Niche Strategy:** Concentrating efforts on a specific market segment or niche where the company can excel. Competitive strategies help organizations gain a competitive advantage and achieve their marketing objectives. #### **Pricing Strategy** Pricing strategy is the approach a company takes to set prices for its products or services. It includes: **Pricing Objectives:** - Determining the specific goals pricing should achieve, such as maximizing profits, gaining market share, or matching competitors. **Pricing Strategies:** - Cost-Plus Pricing: Setting prices based on production costs plus a desired profit margin. - Value-Based Pricing: Pricing based on the perceived value of the product or service to customers. - Price Skimming: Introducing a product at a high price initially and gradually lowering it. - Penetration Pricing: Offering a low initial price to gain market share quickly. - Dynamic Pricing: Adjusting prices in real-time based on demand, competition, or other factors. **Price Elasticity:** - Understanding how changes in price affect the quantity demanded by consumers. Effective pricing strategies ensure that products or services are priced competitively while still delivering value to customers. #### **Product Strategy** Product strategy focuses on managing a company's product portfolio. Key aspects include: **Product Life Cycle:** - Understanding the stages of a product's life cycle, including introduction, growth, maturity, and decline. - Adapting marketing strategies and investments to match the product's life cycle stage. **New Product Development:** - Identifying opportunities for innovation and launching new products to meet evolving customer needs. **Branding and Brand Management:** - Building and maintaining a strong brand identity, including brand positioning, messaging, and visual identity. A well-defined product strategy ensures that an organization's product offerings remain relevant and competitive. #### **Distribution Strategy** Distribution strategy addresses how products or services will reach customers. It involves: **Distribution Channels:** - Selecting the most appropriate channels (e.g., direct sales, retailers, e-commerce) to reach target customers. - Managing relationships with distributors and partners. **Retailing and E-commerce:** - Developing strategies for both traditional retail and online sales. **Supply Chain Management:** - Ensuring the efficient flow of products from production to the end customer. Effective distribution strategies help organizations deliver products or services to customers in a convenient and timely manner. #### **Promotion Strategy** Promotion strategy focuses on how an organization communicates its offerings to the target audience. It encompasses: **Integrated Marketing Communications (IMC):** - Coordinating various promotional elements, including advertising, public relations, sales promotion, and digital marketing, to create a unified message. **Advertising and Media Planning:** - Determining where and how to allocate advertising budgets for maximum impact. **Sales Promotion and Public Relations:** - Implementing strategies to stimulate sales and manage the organization's public image. A well-crafted promotion strategy ensures that marketing messages effectively reach and engage the target audience. Marketing strategy development is a dynamic process that requires ongoing analysis, adjustment, and alignment with changing market conditions. It serves as the blueprint for executing marketing campaigns and achieving the organization's marketing objectives. ### 출처(참고문헌) - ### 연결문서 -