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Marketing Strategies: Complex Combinations

The Full Picture: Some Key Points

All Centres and Channels need not be activated, but all potentially affect the profitability of a business, and all may be used by competitors. In any case, it is essential to be aware of the three key tensions in marketing.

While it is unrealistic to be fully comprehensive, multiple strategies are usually required for success. Strategies must be selected to be consistent and to form a coherent, linked whole—starting with market awareness (L7), leading to effective positioning and ultimately bedded down in efficient and economic operations (L1). Common complex combinations of strategies are shown above and listed here.

General Reflections

The issues covered are fundamental to any business, even if some turn out to provide little strategic benefit. It is always necessary to have a strategy, i.e. make decisions about price, about distribution and about many other matters identified within the Framework.

Choosing and developing strategies to gain a competitive advantage is time consuming. Committed implementation often implies a substantial investment in time, people and money. Complex strategies are particularly demanding and costly.

The appropriate combination and application of strategies/decisions depends on the particular industry, company, stage of the product life cycle and state of the market.

Brief notes on common contentious topics:

Pitfalls of New Technology
Quests for Customer Satisfaction
The Favourite Weak Strategy: Line Extension

Originally posted: July 2009

All posted material is part of a scientific project and should be regarded as provisional. Visitors are encouraged to think through the topics and propositions for themselves. Copyright © Warren Kinston 2009-2016.
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