Strategic Marketing


Is it all about sales, more of them and at a higher margin?

At RT we believe your strategic marketing should be focused around achieving a sustainable
competitive advantage and long term customer satisfaction.

Using the right resources to harness efforts into activities that lead to the obvious increase in sales
and dominance of a market niche. A true strategic marketing plan includes many areas aside from
the obvious proposition development and communication channels to also look at:

  • Product and service development

  • Promotion

  • Distribution

  • Pricing

  • Relationship management


Marketing strategy identifies the business' key goals and how to achieve them. It should determine
the choice of target market segments, the desired position and mix of marketing channels to be used.

Identifying how to find, acquire, engage and retain the best customers, whilst maximizing lifetime
customer revenue by continually servicing their needs.

A marketing strategy often forms the basis of a marketing plan. This contains the specific elements
and actions required to successfully implement the strategy.

At RT we like to work so closely with our clients that we are seen as their marketing department,
knowing the company's goals, competitors and business opportunities, this is where aligning your
business and marketing strategy really counts.

All plans and actions need to be measured for results, each activity given an objective aim to gain
momentum towards the overall strategic goal. From increasing market share and dominating a specific
market niche to innovation and growth strategies each has its own benefits, resource requirements
and outcomes.

Talk to RT and see how we help organisations understand how to market their products and services
in a sustainable and credible manor. Avoiding price discounting and the commoditization of your output.

 

 

Strategic Models

 

Making good decisions in business is often the difference between success and failure. Having the
tools and experience to analyse results and ensure the right marketing choices are made is
fundamental. To get a quick picture of your business environment we often use a guiding analysis
drawn from the 3C’s – Your Company, Your Customers, Your Competitors.

Our smart workshops help to build an accurate impression of how your business needs to market.
What do you want to be famous for and why this matters. We get ‘stuck in’ and are pro-active in
our approach to practical marketing ideas.

The right strategy goes hand-in-hand with its implementation and one without the other fails to
achieve results. We like to work with people who ‘get-it’ working as an extension to their team,
ensuring resources and respect are shared. We know this gives the best chance of success.

There are many models, which marketers use to aid planning and activities, often referred to as
getting the ‘marketing mix’ right. Interestingly the term ‘marketing mix’ is nearly 60 years old
and the concept still forms the basis of many strategies. Fifty years ago E. Jerome McCarthy
proposed a four P classification, this concept helps explain the marketing mix in a very simple way.

 

The marketing mix and the 4P's

 

Basic Marketing Strategy Types

 

Market dominance:

Companies may wish to base their strategy on market dominance and share, broadly there are
four types of market dominance:

  • Leader
  • Follower
  • Challenger
  • Nicher

 

Strategic Scope and Strength: - (Porter 1984)

Creating sustainable competitive advantage through either ‘differentiation’ or ‘low-cost leadership’
both with a broad or narrow focus.

  • Product differentiation – broad
  • Cost leadership – broad
  • Market segmentation – narrow

 

Innovation strategies:

Mainly relating to a company’s new product development rate, detailing how close to the cutting
edge of technology and business innovation it is. The three main strategic positions are:

  • Pioneers
  • Quick followers
  • Slow followers

 

Growth strategies:

The four most common answers to identify how a company will grow are:

  • Horizontal integration
  • Vertical integration
  • Diversification
  • Intensification


Talk to RT and see how we help organisations understand how to market their products and services
in a sustainable and credible manor. Avoiding price discounting and the commoditization of your output.

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