INTERNATIONAL AND STRATEGIC MARKETING

International and Strategic Marketing

International and Strategic Marketing

The role of strategic marketing company geared to economic opportunities attractive in terms of their capabilities, resources and the competitive environment and offer growth potential and profitability. In addition, another function of strategic marketing is to study and analyze market trends by identifying the product pairs - current market and / or potential, identifying technologies to respond to every pairing, identifying and quantitatively measuring its appeal through its potential and duration.

Process of strategic marketing

Select target markets, specifically what kind of business should be customer service, which meet their needs in the marketing activities of enterprises is an important strategy. The target market is through market segmentation, companies prepared to appropriate products and services to meet the needs of one or several sub-markets.

Why should we select the target market? Because not all of the sub-market appeal to both the enterprise, any enterprise does not have enough human and financial resources to meet the market or the pursuit of the goal too large, only the weaknesses, to find that will help the enterprise existing human, financial, and material advantages of the target market, they are not in the huge market.

First, the undifferentiated marketing strategy Undifferentiated marketing strategy is the business to the whole market as their target market; consider only the common market demand, regardless of their differences, the use of a product, a price, a marketing approach to attract more consumers may be.

Second, the difference between marketing strategies

Differentiated marketing strategy is to segment the market into several sub-markets for different sub-market, design different products for different marketing strategies to meet different consumer needs. Companies according to different categories of women's different preferences, targeted to different styles of clothing designed to make our products more attractive to all types of consumers. Another example of a bike company, according to geographic location, age, gender broken down into several sub-markets: the rural market, due to transport goods often require solid and durable, carrying capacity; urban male youth, require fast, style, good; urban young women, requires light, beautiful, spiritual gates. For each sub-market characteristics there must be the development of different marketing mix strategies.

Third, the focus of marketing strategy

Concentrated marketing strategy is to segment the market after, choose two or a few market segments as a target market, the implementation of specialized production and sales. In individual small market advantage, increase market share. With this strategy are the target market deeper understanding, which is most of the small and medium enterprises should adopt the strategy. With concentrated markets strategy, to concentrate a superior force, is conducive to marketable products, reduce costs, improve corporate and product visibility. But the greater business risks, because the scope of its target market is small, a single species. If the target market, consumer demand and preferences change, the enterprise may be due to strain is not timely and trouble. Also, when a strong competitor to enter the target market, the enterprise will be seriously ...