Justification of the concept of marketing strategy for business organizations
2020 ◽
Vol 13
(4)
◽
pp. 12-20
Keyword(s):
A brief analysis of approaches to the description of marketing strategy by marketing classics is given. The definition of a marketing strategy is given and its three levels are justified. There are three necessary and sufficient conditions for selecting a target market or market segment. The system of the main strategic market goals of a business organization is justified. The system of compliance of basic strategies of a business organization with external conditions is presented. Sets of typical strategic tasks aimed at managing the «Market» and «market share» areas are presented and described. A method for justifying strategic tasks in the field of marketing based on the use of competitive analysis data is proposed.