Author: Eliza

Marketing strategy is very absolute and very important in the development of a company, marketing strategy is not an independent variable but must be related to the goals and objectives of the company as a whole. Marketing goals and objectives must be an integral part of the overall activities of the company.

In other words, in order for the marketing sector to be able to play its role with a high level of effectiveness, its formulation and determination must take into account the company’s competitive advantage, its facilities and infrastructure and whether or not the company is proactive in taking advantage of opportunities that arise.

Marketing strategy is basically a plan comprehensive, integrated and unified in the field of marketing, which provide guidance on the activities to be carried out for can achieve the marketing objectives of a company.

In other words, the marketing strategy is a series of goals …

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Marketing strategy is a set of goals and objectives, policies and rules that give direction to marketing efforts from time to time at each level and location.

Philip Kotler stated that modern marketing strategy generally consists of three stages, namely market segmentation, target market determination, and market positioning.

From the definition above, it can conclude that marketing strategy is a process of activities using management functions to meet consumer needs through transactions.

1) Product strategy

Product form includes physical goods and services that can satisfy consumer needs. Companies that have to constantly improve existing products and develop new products to satisfy customers every time so that they can generate very high sales.

2) Pricing strategy

Some companies determine the price of a product by estimating the cost per unit to manufacture the product and pricing based on cost. If this method is use then the company must also record

all …

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Marketing strategy is a set of goals and objectives, policies and rules that give direction to marketing efforts from time to time at each level and location.

Forms of Marketing Strategy

There are two forms of marketing strategy in order to increase sales volume. According to Philip Kottler, the forms are:

  1. Offensive strategy

This offensive strategy aims to find new customers with this strategy the company hopes to increase market share, sales, and the number of consumers.

  1. Defensive strategy

Defensive strategies include efforts to reduce the possibility of customer exit and switching of consumers to other marketers. This defensive strategy aims to minimize customer turnover and maximize customer retention by protecting its products and markets from competitors’ attacks.

Marketing Strategy Mix

The marketing mix is a set of marketing tools that the company uses to continuously achieve its marketing objectives in the target market. in marketing strategy

In this case, …

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Marketing strategy is a set of goals and objectives, policies and rules that give direction to marketing efforts from time to time at each level and location.

  1. Promotion

Promotion is an activity that generates information, persuades, or reminds consumers of the benefits of a product. The goals of carrying out promotional activities are:


a) Introducing new products to the public.
b) Extend the maturity of the product.
c) Maintaining the stability of the company from possible competition.
d) Encouraging product sales.

Thus Promotion is one of the determining factors for the success of a marketing program. Regardless of the quality of a product, if consumers have never known or heard of it and are not sure that the product will be useful for them, then they will never buy it.

In carrying out promotions, the nature of fathonah (smart) is needed to influence consumer attractiveness to the company’s products. Fathonah …

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To carry out marketing, it is necessary to take the right steps so that later the marketing strategy will hit the target. The forms and steps of the strategy in this theory are market segmentation, market targeting, and positioning. Which can describe as below:

Implementation of the marketing strategy through the following steps:

a. Market segmentation

Market segmentation is the act of dividing a market into distinct groups of buyers with different needs, characteristics or behaviors who may require separate products or marketing mixes.

b. Target market setting

Market targeting is the process of evaluating the attractiveness of each market segmentation and selecting one or more segments to serve, market targeting consists of devising strategies to build the right relationships with the right customers, or a large company may decide to offer a variety of products. complete in serving all of its market segments, most companies enter new markets by …

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