Amity Business School

Marketing Strategies
Module 1
MBA Sem 4
Sunetra Saha
9718504207
ssaha1@amity.edu
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Syllabus
Module I: Introduction

Marketing Fundamentals recap, Assessing marketing at

strategic level [Organizational Perspective]
Marketing and the Economy Local Global Perspective,
Marketing and the concept of Planning and Strategy
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Marketing concept
• Develop a market oriented concept – meet customer
needs & expectations, attention to demand of various
publics & competitors
• Market based management philosophy
• Requires an employee culture within the organisation
that is responsive to growing customer expectations &
changing market conditions
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Model of Market Orientation

Narver & Slater
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Tasks of Strategic Marketing

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Nature of strategic decision

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Marketing Strategy
A detailed, comprehensive and integrated marketing plan
developed to achieve a long term sustainable advantage
in a market.
Components:
• Scope
• Goals & objectives
• Resource deployment
• Identification of sustainable competitive advantage
• Synergy
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Strategic Marketing Process

• Formulation & implementation of firm’s marketing
strategy- develop, refine & implement actions to
achieve it’s marketing objectives
Strategic
Direction

Strategic Strategic
Information Decision
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Growth Strategies
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Consolidation Strategies
Retain Eliminate
markets markets

Retain
Harvesting strategy Retrenchment strategies
products

Eliminate
Pruning strategy Divestment strategy
products
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Strategy implementation
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Marketing strategy process

Implementing
Strategic
& managing
situation
marketing
analysis
strategy

Marketing Designing
program marketing
development strategy
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Marketing & the economy

• General improvement in standard of living in society
• Decrease in distribution cost
• Increasing employment opportunities
• Increasing Economic Utility
• Protection against business slump
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• Increase in national income

• Specialisation in activities of comparative advantage.
• Enhanced resource-use efficiency and trade.
• Advances in marketing with economic growth.