Strategy as a necessary condition for the success of marketing and advertising in the business
Why it is important to plan and produce the right business strategy in order to succeed in the tactical phase of advertising, marketing and creating a positive image for a business.
Like everything in the IDF, running a business is divided into three parts, not necessarily of equal size:
● The destination or goal – marking the business goals you want to reach
● The strategy – planning the way in which the goals and objectives will be achieved
● Tactics – the variety of actual actions to be taken in order to implement the chosen strategy in order to achieve the goals.
This time we will deal with the strategic aspect of the action plan. As is well known, the first step is to set goals and objectives.
Without this step it will not be possible to direct the business activity and know what strategic steps need to be taken in order to achieve them. Therefore, strategy is a derivative of objectives.
Business strategy – the action plan for achieving the goals
As mentioned, strategy is a master plan for achieving goals. As part of the strategy plot, one has to plan in advance the variety of actions that must be taken in practice in order to improve performance related to marketing, converting and effective advertising activities, as well as creating a positive image for the brand during the activity.
The strategy is a “road marker” for those involved in the business and is a kind of “user guide” for them when it comes to what they need to do. The importance of business strategy stems from the fact that every business needs a different business strategy tailored to their size, abilities and the resources available to them in order to meet the goals they have set for themselves.
A well-planned strategy sees the organization as a whole and takes into account the steps to be taken in the various departments in order to optimally serve the process of achieving the goals.
The strategy is a derivative of the competitive environment in which the business operates, actions taken in the past, the resources available to the tactical body as well as a mapping of the weaknesses of the organization that need to be strengthened along the way. The strategy is a result of meticulous SWOT process, which presents a complete picture of the business with the market and with the other players in the business arena and their activity and how to respond to it.
Strategy is a 360-degree process
The principles of the marketing strategy are based on several clear principles and goals that must be implemented:
● Internal Marketing – The strategy must address not only external marketing but also the internal marketing of the company’s image with its employees and their connection to goals and objectives in order to motivate them to achieve the goal.
● Uniformity in the work teams – A necessary condition for the success of the organization is the alignment of all departments with the new strategy in order to make sure that everybody “is on the same page” and create clear communication and a clear identity of interests between the various departments.
● Adaptation to business reality – In order to survive in the modern business age, a business must reinvent itself in order to adapt and grow. A business strategy should support this need and take it into account in the preliminary planning stage.
● Performance differentiation – Business strategy is a derivative of the competitive environment. In order to differentiate the business from the competition, the activities of the competitors must be examined and different tactics must be applied in order to stand out and be different.
● Thinking ahead – Strategy does not deal with the current reality of the business but have to take into account the next thing and calculate a few steps ahead in order to produce a lead and difference.
● PR – One of the goals of the strategy is to support the company’s public relations system in order to strengthen its image.
● Advertising channels – The advertising tools are becoming more sophisticated. During the planning process new advertising channels should be explored which may yield better results and incorporate them as part of the tactical move.
