How Should The Company Design Their Marketing Strategy To Be Usable In The Long Run?

The marketing strategy is supposed to show the long term direction and scope of the company with stakeholders and the environment in mind. In a fast changing industry there is a big challenge to create a long term strategy. There can be a lot of factors changing in the short run that cannot be foreseen. (Johnson, Scholes and Whittington, 2007). How should the company design their marketing strategy to be usable in the long run?
There are different differentiation strategies for the company to choose between it can be product differentiation, service differentiation, personnel differentiation, channel differentiation and image differentiation.(Kotler and Keller, 2007). Further the company can chose to have a unique marketing mix or retail mix. The retail mix consists of merchandise price, advertising and promotion, costumer services and store design. In order to overcome the different challenges in the business environment it is important to really understand the concept of differentiation. There are many different ways for the company to stand out on the market. It’s important that the way which the company is different is appreciated by the customers. The usage of differentiation as a marketing strategy is increasing, dues to the fact that there are many
The company profit is not only depending on the product, advertisement, branding or price. (Armstrong and Kotler, 2010). Today far too many companies are alike, which makes it difficult for the customer to make a distinction between the competition,which is increasing since it is a profitable market. (Hines and Bruce, 2007). The fashion interest has increased the last ten years. By doing business in a different way can show commitment to the customers, it show the customer that the company care about their needs and wants. How can a chain store for clothing stand out in comparison to their competitors? What will make their target group care