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Marketing: Strategy & Analysis

Market strategy

Marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve sustainable competitive advantage.

  • Marketing objectives - describes a company's goals, usually in terms of sales (units or dollars) or market share.
  • Financial objectives - describes a company's expected profits or revenue.
  • Positioning strategy - discusses how a company's products or services will be introduced to the marketplace and differentiated from the products or services of its competitors.
  • Product strategy - provides detailed information about a company's products or services, including potential future offerings.
  • Price strategy - explains how a company's products or services will be priced, considering internal and external factors that may affect supply and demand, etc.
  • Distribution strategy - describes where and how a company's products or services will be provided to customers.
  • Integrated marketing communications strategy - discusses how customers will be informed about a company's products or services.
  • Branding strategy - describes how a company's name, logo, slogan, design, etc. will be marketed so that it will be increasingly recognized by members of the company's target market. 
  • Marketing research - describes the market research activities that will be conducted during the period for which the marketing plan is being written -- for example, consumer research, industry research, forecasting, competitive analysis, etc.

SWOT Analysis

Strategic Planning Process

Competitor Analysis

Useful E-Books

John F. Kennedy Memorial Library
California State University, Los Angeles
5151 State University Drive
Los Angeles, CA 90032-8300