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2024-07-26 11:41 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 its widgets to business executives, it may fail to see the potential for marketing to lower level personnel within the organization or even for personal use to adults or teenagers.Factors that Implement Strategic Marketing Plan Development There are a number of factors that should impact the development of a strategic marketing plan for the organization. The first of these prises the assets and skills that the organization already possesses or that it can readily acquire. For example, if an organization has a significant programming department on the payroll, it would be feasible for it to make and market application software. However, if these personnel are already involved in other work and are not free to work on a new software project and the organization cannot afford to hire additional programmers, starting a new software line would be inadvisable at best. The second factor that must be considered when developing a marketing strategy is the market drivers. These are various political, economic, sociocultural, and technological forces that can influence the wants and needs of the consumer base. For example, the need to be able to handle increasing volumes of information and data has led to widespread use of information technology in many industries. Similarly, the need for a college education for an increasing number of jobs has led to a proliferation of forprofit institutions of higher education. Factors Impacting Marketing StrategyMarket drivers, however, are not the only external force that shapes one39。s market strategy. The nature of the petition in the marketplace is also very important in determining whether or not a marketing effort will be successful. Virtually no business is without petition. When buying a puter, one must choose between Mac and PC. Most soft drinks on the market are manufactured by one of two panies who offer very similar products. There is a variety of choices available when deciding where to fill up one39。s car, yet most of the fuels available at the pump are virtually the same. Each of these businesses has its own market position and strives to keep its market share through marketing efforts. Part of the strategic marketing effort is to decide how best to differentiate oneself from the petition.Another external factor that impacts how one can best position oneself in the market is the stage of the market or the industry life cycle. Some organizations excel, for example, at being the first on the market with an innovation or new product. Others excel at taking the innovation and adapting it to the needs of the marketplace (., lower price, different features). In addition, there are various strategic windows that affect an organization39。s ability to successfully pete in the marketplace. A strategic window is a limited time period during which there is an optimal fit between the needs of the marketplace and the petencies of the organization. For example, as puter storage technology continues to evolve, the methods by which people store data and information change. Punch cards and magnetic tape gave way to inch and inch disks. Today, more and more people are storing data and information on memory sticks instead, and many puters are not even made with disk drives. The concept of using punch cards is as foreign and antiquated in most people39。s minds as using an abacus. Once the strategic window begins to close, it is typically best that the organization look for another opportunity.Development of Competitive Strategy To help meet their
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