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WHAT IS
STRATEGIC MARKETING? |
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"The Effective Application of
Universal Strategic Marketing Principles Is The Key To Success For Any
Business Leader"
Robert Kirwan
Marketing & Public Relations Strategist
Infocom Canada Business Consultants Inc.
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| My varied experiences in marketing & public relations have
allowed me to experiment with numerous strategic marketing principles. As a
result of a great deal of research and study, I have found that William A.
Cohen, in his book, The Art of the Strategist, best describes the ten
essential principles which will lead any company to success.
I have adopted Mr. Cohen's principles when working with my own clients. |
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| Commit fully to a definite objective: |
 | Define your goals and commit to them publicly, then hold on to those
goals. |
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| Seize the initiative and maintain it: |
| Analyze your situation thoroughly, choosing when and where to move
forward. But do not wait for perfect conditions. Take action and keep
moving towards your goals |
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| Economize to mass your resources: |
| Determine your competitive advantages and then concentrate your money,
people, time and influence accordingly. This will mean that you must cut
in places which are not as productive to moving you towards your goals. |
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| Use strategic positioning: |
| Locate your power spot. This is the place where, IF you can win
against your competition, you will win everywhere. Get there before your
rivals and concentrate your resources on becoming successful in this power
spot. |
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| Do the unexpected: |
| This requires you to employ secrecy, speed and boldness to surprise
competitors and the marketplace with an uncharacteristic or brand-new
initiative. Do not be afraid to attempt the impossible if necessary. |
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| Keep things simple: |
| Complexity kills. Simplify your organizational chart and adhere to
simple strategies. |
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| Prepare simultaneous alternatives: |
| Put backups into your strategic plan. Bypass obstacles by using
multiple approaches when necessary. If one plan does not move your
forward, devise an alternative to get around the challenge so that you are
always moving towards your goals. |
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| Take the indirect route to your objective: |
| Study the variables of product, pricing, distribution, and other key
factors in your industry. Sidestep the competition by doing what they
can't. |
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| Practice timing and sequencing: |
| Do the right thing, but not at the wrong time. Weight first-mover
advantage vs. the benefits of letting rivals do the research &
development. This will allow you to separate one-shot wonders from ongoing
actions. |
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| Exploit your success: |
| Don't quit before the game is over. Measure your progress and build on
your achievements. A race car driver doesn't ease up on the pedal when he
takes the lead. He usually floors it and tries to leave his competitors in
the dust. |
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FOUR STAGES OF STRATEGIC MARKETING |
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| 1. Identify what business is available
for you to acquire. |
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| 2. Identify what effort and resources it
will take to acquire the business. |
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| 3. Map out a plan from where you are to
where you want to be. |
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| 4. Execute the plan! |
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