🎧 This lesson is available for listening.
📘 Lesson 2. The Concept of Marketing Strategy
🎯 Learning Outcomes
- ✅ Understand what the term strategy means in the context of marketing.
- ✅ Distinguish between actions forming strategic marketing and tactical marketing.
- ✅ See how strategic marketing influences the 4Ps of Marketing.
📖 What is Strategy?
Michael Porter (Harvard Business School)
“Strategy is the creation of a unique and valuable position, involving a different set of activities. The essence of strategy is choosing what not to do. Competitive strategy is about being different. It means deliberately choosing a different set of activities to deliver a unique mix of value.”
⚖️ Strategic vs. Tactical Marketing
| Aspect | Strategic Marketing | Tactical Marketing |
|---|---|---|
| Time horizon | Long-term | Short-term |
| Main question | “What markets and customers do we serve?” | “How do we promote, price, and distribute now?” |
| Focus | Market opportunities, positioning, customer segments | Marketing mix (4Ps) |
| Key objective | Sustainable competitive advantage | Implementation of campaigns and activities |
DO THIS TO WIN
✏️ Assignment 2-1
- What does the word strategy mean to you personally?
- How would you explain it to a beginner in simple terms?
✏️ Assignment 2-2
- Identify one example of a successful strategy (business, politics, sports, or personal life).
- Describe briefly why you consider it successful.
- Point out what lessons can be learned from it for marketing.