STRATEGIC

PLANNING
STRATEGIES
IDNIE MIGUEL ANGEL ALVAREZ
DEVELOPMENT
STRATEGIES
DEVELOPMENT
STRATEGIES

It is basically used as a
means of growth based
on diversification, when
the core marketing
system does not offer
great growth
opportunities and when
outside this system there
are. They are divided
into three main groups:

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A) CONCENTRIC DIVERSIFICATION STRATEGIES.

It consists of adding a new

product or service that is
compatible with the product
line currently offered by the
company and, therefore,
with the technology and the
marketing system it
manages. This strategy
results in the attraction of
new types of clients.

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B) HORIZONTAL DIVERSIFICATION STRATEGIES.

It differs from the previous

strategy, since in the
horizontal a more complete
satisfaction of the current
clients of the company is
sought; through a new line
of products but that have no
technological relationship
with the current ones.

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HORIZONTAL DIVERSIFICATION STRATEGIES

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C) CONGLOMERATE DIVERSIFICATION
STRATEGIES.

This strategy is used when

a total diversification of
the company is desired;
that is, new products for
new markets, which are
totally different in terms
of technology and
marketing.

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 C) CONGLOMERATE DIVERSIFICATION STRATEGIES.
HORIZONTAL DIVERSIFICATION STRATEGIES

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 MARKETING STRATEGIES
They focus on the variables that the company can control and answer
the questions it has regarding the marketing of its products. They are
divided into:

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A) ENTRY STRATEGIES.

They answer the

question how? Since,
as its name implies, it
is possible to locate a
given product in a
more favorable place
through its
innovation, price,
channels, quality, etc.
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B) SEGMENTATION AND POSITIONING
STRATEGIES.
They are used to exploit
the target market
segment (the most
profitable) and to
appropriate it through
the characteristics of the
product. This strategy
answers the question
where?
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C) MARKETING MIX STRATEGIES.
They are considered as the four variables
(price, place, product, promotion) that
the company uses in combination to
impact the market. They answer the
questions what, why? And for what?
Thus, we find a mixture for a single
product, several mixtures for a single
product, a mixture for several products
and, finally, several mixtures for several
products.

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D) OPPORTUNITY STRATEGY.
Answer the question
when? Since it is aimed
at determining the
opportune moment to
try a significant action
for the company; for
example, the launch of
a new product.

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THANK YOU
MIGUEL.ALVAREZ@UTTIJUANA.EDU.MX

IDIE MIGUEL ANGEL ALVAREZ