A key aspect of marketing strategy is to keep marketing consistent with a company's overarching mission statement..  A mission statement typically includes the following:, The generic competitive strategy outlines the fundamental basis for obtaining a sustainable competitive advantage within a category. In other words, marketing strategies cover big-picture messaging, while marketing plans delineate the logistical details of specific campaigns. Marketing strategies may differ depending on the unique situation of the individual business. Goals are designed to inspire action and focus attention on specific desired outcomes. , In addition to the PEST analysis, firms carry out a Strengths, Weakness, Opportunities and Threats (SWOT) analysis. Any ambiguity about the firm's approach is a recipe for "strategic mediocrity" and any firm that tries to pursue two approaches simultaneously is said to be "stuck in the middle" and destined for failure. BDI and CDI are calculated as follows:, Strategic planning typically begins with a scan of the business environment, both internal and external, this includes understanding strategic constraints. While marketing strategy is aligned with setting the direction of a company or product/service line, the marketing mix is majorly tactical in nature and is employed to carry out the overall marketing strategy. "). Strategic planning focuses on the 3C's, namely: Customer, Corporation and Competitors. We must continue to innovate every day.” (former vice chair and chief marketing officer, GE), "Take two ideas and put them together to make one new idea. Value Proposition:The benefit that separates the company from the competition. At this stage, the firm will also devise a generic competitive strategy as the basis for maintaining a sustainable competitive advantage for the forthcoming planning period. Given that strategic resources represent a complex network of inter-related assets and capabilities, organisations can adopt many possible competitive positions. Late Entry into a market does not necessarily mean there is a disadvantage when it comes to market share, it depends on how the marketing mix is adopted and the performance of the business. , A mission statement is a clear and concise statement of the organisation’s reason for being and its scope of operations, while the generic strategy outlines how the company intends to achieve both its vision and mission. brands, Mktg IS, databases, etc. In addition to this, markets evolve, leading to consumers wanting improvements and advancements on products. , A disadvantage of using the horizontal integration strategy is that this limits and restricts the field of interest that the business.  Horizontal integration can affect a business's reputation, especially after a merge has happened between two or more businesses.  Firms that try to be all things to all people can present a confused market position which ultimately leads to below average returns. In the 1980s, Kotler and Singh developed a typology of marketing warfare strategies:, Marketing strategy and marketing mix are related elements of a comprehensive marketing plan. An example of a vertically integrated business could be Apple.  Other scholars point to the simplistic nature of the analysis and the overly prescriptive nature of the strategic choices which limits strategies to just three options.  A well-established firm in a mature market will likely have a different strategy than a start-up. , High levels of horizontal integration lead to high levels of communication within the business.  Pioneers have the first-mover advantage, and in order to have this advantage, business’ must ensure they have at least one or more of three primary sources: Technological Leadership, Preemption of Assets or Buyer Switching Costs. These are more commonly known as Close Followers. , A horizontal integration strategy may be indicated in fast-changing work environments as well as providing a broad knowledge base for the business and employees. By using Investopedia, you accept our. Scholars like Philip Kotler continue to debate the precise meaning of marketing strategy. Rumelt, R. P., "The Evaluation of Business Strategy," in Quinn, James Brian; Mintzberg, Henry; and Robert M. James (eds), CS1 maint: BOT: original-url status unknown (, CS1 maint: multiple names: authors list (.  By having a highly vertically integrated business this creates different economies therefore creating a positive performance for the business. A marketing strategy contains the company’s value proposition, key brand messaging, data on target customer demographics, and other high-level elements. After all, what is a Snuggie but the mutation of a blanket and a robe?"  In this approach, the strategic choices involve decisions about whether to compete for a share of the total market or for a specific target group (competitive scope) and whether to compete on costs or product differences (competitive advantage). Marketing strategy are business tactics which help companies grow in the market through effective marketing, promotion & advertising.  Some competitive advantages could include; avoiding foreclosures, improving the business marketing intelligence, and opens up opportunities to create different products for the market.