Strategia marketingowa firmy
Marketing Strategy of an Enterprise
W artykule omówiono misję i wizję firmy jako elementy wpływające na strategię przedsiębiorstwa oraz metodologię formułowania strategii marketingowej i kryteria wyboru najlepszej strategii.
Every firm needs to formulate and implement a marketing strategy. A strategy means the pattern of major marketing objectives, purposes or goals, and essential policies and plans for achieving these goals. It must be strongly related to, a firm's mission, vision and general strategy. On the other hand, a marketing strategy consists of several basic instrumental strategies involving product, price positioning and promotion strategy. The basic instrument for formulating a company's marketing strategy is called strategic analysis. This is a set of tools for evaluating a firm's potential and its environment. The major tools by which management evaluates a company's potential are portfolio models. They show the attractiveness of a firm's strategic business units. The most popular methods for environmental analysis are a map of the strategic group and a 'five force' analysis, which shows the strength of the competition in a given sector. A firm must also do marketing research to know the targeted customer's needs and to divide the market into segments. A strategic analysis should take into consideration a company's strenghts and weaknesses and opportunities and threats posed by the environment (the SWOT analysis). After recieving the results of strategic analysis the company should formulate several strategic alternatives. Then, it should evaluate each alternative and select the best one. The article, shows the dependence between a marketing strategy and a company's mission and vision, the methodology of formulating marketing a strategy and the criteria of choosing the best strategy. (original abstract)