Strategic Marketing

Chapter 01

Dr. Sharizal Hashim

Universiti Malaysia Sarawak
Strategic Marketing

• A market-driven process of strategy development, taking

into account a constantly changing business environment
and the need to deliver superior customer value

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• Becoming market oriented
• Customer focus
• Competitor intelligence
• Cross-functional coordination
• Performance implications
• Determining distinctive capabilities

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Source: Chart from George S. Day, “The Capabilities of Market-Driven Organizations,” Journal of Marketing, October 1994, 41. Reprinted with permission of
the American Marketing Association.

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• Value for buyers consists of the benefits and
costs resulting from the purchase and use of
products
• Value is perceived by the buyer

• A customer-driven organization must

identify:
• Which capabilities to develop
• Which investment commitments to make

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 Scope is concerned with
resolving questions about
the business the firm
should be in, where it
should focus, and its
enduring strategic
purpose.
Corporate strategies are
Corporate objectives
concerned with how the
indicate the dimensions of
company can achieve its
performance upon which
growth objectives in
to focus and the levels of
current or new business
achievement required.
areas.

Synergies highlight
Resource allocation
competencies, resources,
addresses the division of
and capabilities that drive
limited resources across
efficiency and
businesses and
effectiveness in the
opportunities.
business.

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• The chief marketing executive’s business
strategy responsibilities include:
• Participating in strategy formulation
• Developing marketing strategies that are:
• Consistent with business strategy priorities
• Integrated with other functional strategies

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• Activities include:
• Markets and competitive space
• Strategic market segmentation
• Customer relationship
• Continuous learning about markets

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• Identify market opportunities
• Define market segments
• Evaluate competition
• Assess the organization’s strengths and
weaknesses
• Strategies include:
• Market targeting and strategic positioning
• Strategic relationships
• Innovation and new product strategy

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• Marketing program (mix) strategies
implement:
• Strategic brand management
• Value-chain strategy
• Pricing strategy
• Promotion strategy

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• Marketing strategy implementation and
control
• Preparing the marketing plan and budget
• Implementing the plan
• Using the plan in managing and controlling the
strategy on an ongoing basis

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