Help in drafting a successful marketing strategy can professionally conducted market research. The marketing strategy is long-term coordination of the ability of firms to the situation in market, ie in the harmonization of internal and external environments of the firm. Tools for implementation of marketing activities at this level of management are: – improving the organizational structure of the company – organization into new product markets – developing and introducing to the market a new product – clotting of business activity and withdrawal from the market, where it became impossible to get a stable profit – the penetration of new markets through joint ventures – co-operation activities with firms having experience of successful activity in the interest markets. Goals and objectives define the direction of its business activities. Strategy also presents a plan to achieve these objectives, which should include all elements of marketing, financial resources, production capabilities. At the core of marketing strategy on five strategic concepts: – selection of target markets – market segmentation, ie, competitive selection of target markets in the aggregate – the choice of methods out on them – the choice of methods and tools of marketing – the timing of market entry. The main types of marketing strategies are usually adopted a strategy of price-quantity "or the strategy of preference. If you are using a strategy of price and quantity, you can apply category prices as one of the components of success in competition.
Fundamental importance in this case has the capacity and level of development of relevant industries, as well as an active influence on production costs. The strategy of price-quantity "is typical of Operations such as "commodity", ie for the marketing of many products produced by well-established and proven technologies and already has long sold in the markets. Strategy preference uses various tools sales policy, independent of competition in prices. The ultimate goal of this strategy – to create a stable competitive advantage. Strategy of "mi-tu" (strategy adaptations ) involves adaptation to competitors according to parameters such as production, distribution, communication, price. In implementing this strategy, seeking to repeat as accurately as possible actions of competitors.
The strategy assumes a sharp difference between the goods on profile clearly distinguished from the goods of a competitor. It may be noted that the strategy of price-quantity "being used on a global scale, than a strategy of preference, primarily because of greater opportunities and greater simplicity application. Depending on research objectives, and different selection strategies. If you open a new business, marketing research will consist of the following items: – Market analysis and selection of key players in the market, their competitive advantages and weaknesses. Highlighted the strengths, weaknesses, opportunities and threats for each competitor. – Study of the competitive environment: target audience, pricing policy used by marketing strategies, advertising policy, identification of key competitive advantages. Analysis of strengths, weaknesses, opportunities and threats to the competitive environment (SWOT-analysis) – Description of potential consumers: segmenting consumers by demographic (gender, age, income, etc.) and psychographic characteristics). If you solve problems existing businesses, the market research will include the following items: – An analysis of the services offered. – Characteristics of the target audience.