What Is Involved in Marketing Strategy Planning?

The content of the company's marketing strategy plan is very rich, making and selecting the best marketing mix is the core content of the strategic plan. In the process of formulating a marketing strategy for a company, how can 4Ps cooperate with each other in order to achieve optimization? This must be subject to the company's marketing strategy, as shown in the figure below.

Marketing strategy plan

Formulating and implementing a scientific and rigorous marketing strategy plan can enable the company to increase profits and establish a good

For realization

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Case study 1: Retail marketing strategy plan

Strategic planning is an important part of modern retail business marketing. It determines the direction, goals and future development plans of the company's business activities. With the clarification, independence, commercialization of resources allocation, marketization, socialization, institutionalization, and social distribution efficiency of social undertakings, the social idea market economy model has been gradually established in China. On the one hand, it creates a very favorable external environment and opportunities for the development of enterprises. On the other hand, enterprises are required to further adapt to the development of large-scale socialized production and commodity economy. Flexible response to indirect control of the country and market changes. It has decision-making capabilities with independent management, self-financing, and internal development as its main content. Enterprise managers are required to investigate, analyze, and predict the current status and future trends of the external environment and internal conditions of the enterprise. Make long-term, all-same and fundamental planning for business operations.

Specifically. The formulation of a retail company's marketing strategy plan should have the following four aspects of awareness.

I. Long-term awareness

The business activities of a retail company cannot only be based on immediate interests, but can only be measured by short-term gains and losses. Rather, it is necessary to plan the business activities for a considerable period of time in the future and have long-term goals. There must be relatively stable operating policies, methods and strategies.

Only with a long-term awareness in the retail store can the current management and management skills be combined with the company's long-term goals and plans. Make enterprises develop healthily and step by step according to the established goals and plans, and overcome the blind and short-term behavior of enterprise development.

Emphasize long-term awareness. Pay particular attention to creating business characteristics. In the fierce market competition, it is difficult for retail stores to develop steadily without their own characteristics. The operating characteristics of enterprises do not depend on mentioning a few slogans. It can be established in a short period of time by carrying out several activities, but by seeking a unique Japanese standard, unified tibet in the enterprise conditions and the external environment. It is formed after long-term efforts and continuous improvement. Therefore, it is necessary to combine daily business activities with the establishment of long-term business characteristics. In this regard, Hangzhou Golden Dragon Co., Ltd. made great efforts to provide us with better experience. Jinlong Commercial Building is a medium-sized shopping mall with a business area of only 2,000 square meters. Due to the surrounding large shops, famous shops, and high-end shops, the market competition here is very fierce. They proposed to establish a "shopping mall" as a business feature. Therefore, the mall does not have a luxurious decorative shed, which is a particularly superior shopping environment, and the focus is on the "good quality and low price" of the goods. To match the establishment of business characteristics. Jinlong Commercial Building launched a "ten-point profit" promotion measure in August 1994 to disclose the purchase price of all products, of which the department store products are based on the purchase price plus 10% of the gross profit; other shopping mall products, weekends are Implement a sales law that does not exceed "ten points profit" at most. In this way, the psychological needs and real purchasing power of working people were met, and good economic and social benefits were achieved.

Advance consciousness

If an enterprise is confined to follow the market changes and makes passive adjustments and changes, it will be difficult to maintain long-term vitality. In an ever-changing market. Once the storm surges, it will be easy to overturn the boat. Therefore, the retail store operators should be good at studying and discovering the changes in consumer needs and market needs, and use them in a timely manner to become a favorable condition for business operations. This makes predictive business decisions. This requires advanced consciousness.

At present, China's gross national product is continuing to grow at a growth rate of 9%, and the total social retail sales have maintained an average annual growth rate of 15% -16%. Consumers' wealth and per capita consumption expenditure will further increase. A huge potential market will gradually transform into a huge real market. In the near future, under the circumstance that China's car industry is included in the support of the same contact industry in the near future; cars will flood into the homes of ordinary people, which will greatly promote the development and growth of the car market. At the same time, it will promote the prosperity of the auxiliary products market and other services. In addition. With the widespread consumption of family cars. Will promote a major change in the way of life and consumption of our residents. All this will have a huge impact on our retail industry. We advocate a sense of advancement. It is to ask our operators to soberly recognize what opportunities these changes in the market environment will bring us, and what preparations we should make to meet the opportunities and challenges.

Third, overall awareness

The retail company's marketing strategy concept must include overall awareness and overall perspective. Its necessity is mainly manifested in:

First, the business activities of retail enterprises should be treated as a complete system. The various departments and links in the retail store are interconnected and restricted. A change in a certain area will inevitably lead to a series of chain reactions, often involving the whole body. Therefore, it is necessary to establish an overall consciousness to consider it as a whole, and try to make all departments coordinate and operate efficiently in order to achieve common goals;

Second, retail companies exist in a certain social environment. Social environment is the soil for retail stores.

It is impossible for an enterprise to exist independently of the social environment. It is a subsystem in the large system of society. All aspects of the social environment, such as politics, economy, culture, geography, climate, customs, religion, etc., all have a significant impact on the operation of retail stores. Among the various factors of the social environment, most retail stores cannot control it by their own strength, and enterprises can only adapt to it. Therefore, the business activities of retail stores must adapt to changes in the social environment. This is to establish a view of considering and arranging retail store operations from the larger overall perspective of society.

It is necessary to establish a viewpoint of considering and arranging retail store operation activities from the larger overall society.

At present, it is advocating to establish an overall awareness, with particular emphasis on the overall coordination of product, channel, price, and promotion strategies in marketing, and the organic combination of advertising, public relations, business promotion, environmental promotion, and service in marketing. In terms of competition methods, attention should be paid to all-round application of product quality, color varieties, and services, not just one aspect.

Fourth, reputation awareness

Think strategically. Observing contracts and stressing credibility are one of the basic principles of modern enterprise operations. Reputation is the product of the development of the commodity economy. The commodity economy is an open and competitive exchange economy. The more frequent the commodity exchange, the more fierce the market competition, the more demanding is credibility. Business proverbs such as "people can't stand without credibility, business can't survive without credibility", "integrity solicits the world's customers, and no crooks solicit people's hearts" all illustrate the importance of reputation.

Corporate reputation includes commodity reputation and corporate social reputation. Retail stores must pay attention to the inspection and acceptance of product quality in the course of economic activities, and strictly prevent counterfeit and shoddy products from entering the enterprise. Allow consumers to buy with confidence and buy with confidence, so as to win the reputation of the company's products. The social credibility of an enterprise is a higher level of credibility than the credibility of a commodity. The reflection on professional ethics is also a comprehensive reflection of the quality of business management. Establishing credibility requires that business operators first create credibility and create good social credibility by creating good product credibility; secondly, pay attention to protecting credibility, that is, after winning social credibility, they must withstand economic passiveness, market adjustment, and consumer demand. The test of change, maintaining and maintaining the credibility of the business.

To sum up, in order to adapt to the open and competitive business operation activities of the market economy under the conditions of a retail business, the retailer must establish a marketing strategy including long-term awareness, forward-looking awareness, overall awareness, and credibility awareness.