1. Marketing Strategy 1

2. Marketing as per Peter Drucker – the aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Chartered institute of marketing– marketing as the process of discovering, expecting and suiting the customer needs and at the same time making profits. Marketing…… 2

3. In Greek – strategos means to lead. To be successful in business an organization should plan to utilize available resource. Strategy helps organization to realize its mission and be successful. Strategy………. 3

6. What to do.. What not to do… Who the customers are… What requirement of theirs to be met… At what price… Strategy………. Specifies… 5

7. Scope --- Type of businesses , Industries, market segments (company operates or plans to).. Goals --- Specific goals and objectives of the organization. Resource allocation --- Human & Financial. Optimal utilization of available resources. Sustainable competitive advantage --- comes from strength & core competence of organization. Synergy --- Combined effort of various group working together. Components of Strategy…. 6

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11. Focuses on product or market. Focuses on functional unit, department, or process within the business. Functional level strategy. 10

12. Strategic management & Marketing strategy 11

13. Competitive strategy refers to how a company competes in a particular business. Competitive strategy is concerned with how a company can gain a competitive advantage through a distinctive way of competing. Competitive Strategy 12

14. Sustainable competitive advantage is the focal point of your corporate strategy. It allows the maintenance and improvement of your enterprise's competitive position in the market. It is an advantage that enables business to survive against its competition over a long period of time. Competitive Advantage of Corporate ……….. 13

15. Hilton & Marriott Vs La Quinta Motor inns Marketing strategy & competitive advantage -- CS 14

16. Success in business depends on VISION & Competitive advantage. Vision vs. Mission Vision –where the co. expects to be in future. Mission –Basic purpose for which the co. is in business. Marketing strategy & Competitive advantage…. 15

17. Business can achieve comp. Advantage by.. Focus on customers.. Analysis of requirements of buyers.. Identify gaps in service provided by the competitor product/ service.. Identifying unmet requirements.. To find opportunities.. Customer satisfaction analysis.. Competitive advantage.. 16

18. Competence is the ability to perform a specific task, action or function successfully. Success of an organization lies in identifying its ability to identify, develop, and take advantage of its core competences.. Competence.. 17

19. Provide access to wide variety of market. Contributes by providing benefits which are perceived important by customer. Difficult for competitors to imitate. Core Competence advantage.. 18

20. The link between the core competences and final product is CORE PRODUCT. Honda Engines -- CS Core Competence 19