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Strategic Marketing Articles

All good strategies apply strengths to maximise opportunities. Before we start preparing a marketing plan, we need to take an overview and look...

Let me ask you a question. What is marketing? Here are a few typical responses.
"Marketing is that quirky department, the cutters and pasters, the creatives. The ones with colour textas in their drawers and figurines on their desks." "It's nice to have marketing but we don't really need it. Our service is the best. Well it's certainly very good.  And that's what it boils down to. The most successful business will be the one with the best products or it'll be the cheapest. Right?"

A Client Persona is a fictional representation of the demographics, psychographics, attitudes, challenges and needs of a customer...

Marketing has evolved over the decades. The power has shifted from the company to the consumer. In order to be successful, we need to adopt a customer-oriented or market-oriented approach.
Nonprofits face many difficulties when branding. Some of these are unique as the value proposition for a nonprofit is unique to that sector. It is a social exchange with an intangible, higher-order reward as its value proposition. The key issues are values and vision, trust and transparency, organisational culture and structure.
Now, you’ve plotted your vision on the map, you know your engine pretty well or at least you know what type it is, and you’ve got a comfortable position to steer yourself right into the heartland of that target market.
There are a lot of components that make a brand. In order to make a powerful and durable brand, you have to put in the work. It's not design work, not initially. But it boils down to your vision and your understanding of your customer and your knowledge of the market and the other players in your arena.

Let's start with Vision

So what is vision? It’s the thing that initially filled you with inspiration to start your business.

Creating Memorable Experiences is the Key to B&B Customer Referral

Gorgeous country villages like Marysville in Victoria have always appealed to holidaymakers. While many visit for a rejuvenating weekend getaway, most also recognise that their tourist dollar contributes to the Black Saturday recovery of these towns.
Australian businesses need to be mindful of more than the marketing mix overseas. Culture is either the great impediment or facilitator. Here are some very basic tips of how to begin considering the cultural aspect.

Looking at only financial metrics can lead to myopic and dysfunctional decision making. The Balanced Score Card focuses on four important facets for...

With the all spanners that the Internet and electronic tools and methodologies have thrown into the business landscape, what has happened to the four Ps of  marketing? They used to refer to Product, Price, Place and Promotion. Are these redundant now?
The authors of Blue Ocean Strategy argue one game-changing point. Stop competing in overcrowded markets.
 “Companies and governments must innovate in services to survive in the global economy and provide better quality of life to their citizens.” Bitner & Brown, The Service Imperative.
A few years ago, we gave our clients a five minute warning order when Google released its Panda algorithms. If you weren't socially networked, you needed to get your shoes on. Now the time has come. If you consider yourself an expert or opinion leader, you need to move on social networking. Now!
The world's economy has changed over the millennium. It began as Agricultural, became Industrial, now a knowledge revolution has seen it become the age of the Services (or tertiary) sector.
Many activities go into creating, producing, selling and delivering a service or a product. Operational efficiency is about doing it faster or more cheaply.
Jack be nimble, Jack be quick. The world is changing so fast now, and is moving at an exponentially faster rate each day. This affects needs, wants, products, services and strategy.
IKEA's founder, Ingvar Kamprad, died in January 2018, aged 91. After starting from the humble Swedish beginnings, his entrepreneurial flare led to a multibillion-dollar global empire. Did you know the name Kamprad is a variant of Comrade? His passing marks a good time to review the strategy of IKEA. How radically it differed from other furniture businesses at the time of its conception makes for a good strategic case study.
To have a market orientation (MO) means to have an organisational culture in which business activities are oriented towards providing customers with superior value. In other words, it's about the buyer, not the seller or the product.
Seems like a simple question, right? But so many businesses - large and small - confuse their product with the real business that they are in.