Marketing strategy
Leader
Challenger
Follower
Nicher
According to Shaw, Eric (2012). Marketing Strategy: From the Origin of the Concept to the Development of a Conceptual Framework. Journal of Historical Research in Marketing., there is a framework for marketing strategies.
Market introduction strategies
"At introduction, the marketing strategist has two principle strategies to choose from: penetration or niche" (47).
Market growth strategies
"In the early growth stage, the marketing manager may choose from two additional strategic alternatives: segment expansion (Smith, Ansoff) or brand expansion (Borden, Ansoff, Kerin and Peterson, 1978)" (48).
Market maturity strategies
"In maturity, sales growth slows, stabilizes and starts to decline. In early maturity, it is common to employ a maintenance strategy (BCG), where the firm maintains or holds a stable marketing mix" (48).
Market decline strategies
At some point the decline in sales approaches and then begins to exceed costs. And not just accounting costs, there are hidden costs as well; as Kotler (1965, p. 109) observed: 'No financial accounting can adequately convey all the hidden costs. ' At some point, with declining sales and rising costs, a harvesting strategy becomes unprofitable and a divesting strategy necessary" (49).
Early marketing strategy concepts were:
Borden’s “marketing mix”
"In his classic Harvard Business Review (HBR) article of the marketing mix, Borden (1964) credits James Culliton in 1948 with describing the marketing executive as a 'decider ' and a 'mixer of ingredients. ' This led Borden, in the early 1950s, to the insight that what this mixer of ingredients was deciding upon was a 'marketing mix '" (34).
Smith’s “differentiation and segmentation strategies”
"In product differentiation, according to Smith (1956, p. 5), a firm tries 'bending the will of demand to the will of supply. ' That is, distinguishing or differentiating some aspect(s) of its marketing mix from those
Challenger
Follower
Nicher
According to Shaw, Eric (2012). Marketing Strategy: From the Origin of the Concept to the Development of a Conceptual Framework. Journal of Historical Research in Marketing., there is a framework for marketing strategies.
Market introduction strategies
"At introduction, the marketing strategist has two principle strategies to choose from: penetration or niche" (47).
Market growth strategies
"In the early growth stage, the marketing manager may choose from two additional strategic alternatives: segment expansion (Smith, Ansoff) or brand expansion (Borden, Ansoff, Kerin and Peterson, 1978)" (48).
Market maturity strategies
"In maturity, sales growth slows, stabilizes and starts to decline. In early maturity, it is common to employ a maintenance strategy (BCG), where the firm maintains or holds a stable marketing mix" (48).
Market decline strategies
At some point the decline in sales approaches and then begins to exceed costs. And not just accounting costs, there are hidden costs as well; as Kotler (1965, p. 109) observed: 'No financial accounting can adequately convey all the hidden costs. ' At some point, with declining sales and rising costs, a harvesting strategy becomes unprofitable and a divesting strategy necessary" (49).
Early marketing strategy concepts were:
Borden’s “marketing mix”
"In his classic Harvard Business Review (HBR) article of the marketing mix, Borden (1964) credits James Culliton in 1948 with describing the marketing executive as a 'decider ' and a 'mixer of ingredients. ' This led Borden, in the early 1950s, to the insight that what this mixer of ingredients was deciding upon was a 'marketing mix '" (34).
Smith’s “differentiation and segmentation strategies”
"In product differentiation, according to Smith (1956, p. 5), a firm tries 'bending the will of demand to the will of supply. ' That is, distinguishing or differentiating some aspect(s) of its marketing mix from those