MARKETING STRATEGIES

 

PORTER'S  GENERIC STRATEGIES 

           Marketing consists of 5 eras. The first is the production era. It questions what it produces well. The second is the product era. It questions how he can produce the best it produces. The third is the sales era. It is how you will make the best sale of the product you produce. The fourth is the marketing era. It prioritizes customer-oriented requests and needs. Finally, the age of social marketing era . It is marketing by considering the public interest and applying 4 marketing strategies. Marketing strategy are place, product, price, promotion.

DIFFERENTIATION STRATEGY

           Differentiation involves making your products or services different and more attractive than your competitors. Design, marketing communication and marketing management elements are included in the diversification strategy of products and services. Businesses determine their target groups and competitors by differentiating their products and services. It is necessary to achieve success in the differentiation strategy, to carry out new activities by constantly researching and developing. You achieve success by using the differentiation strategy for your business by providing quality products and services, benefiting from effective sales and marketing efforts and differentiated offers in the market.

COST LEADERSHIP STRATEGY

           Porter's generic strategies refer to ways to gain competitive advantage. It is to develop the "advantage" that allows you to sell in the market and keeps you away from your competitors. There are two main ways to achieve this in the Cost Leadership strategy. These; To reduce costs and increase profits by adopting average prices in the sector, to increase market share at low prices by lowering costs.

          Cost leadership strategy involves being a cost leader in the industry or market. The main goal is to become a low-cost company and gain a competitive position with products and services that get stronger at these low prices. Cost advantage should be achieved especially in procurement, production and distribution processes. However, for this strategy to be successful; The capital access required to invest in technology that will lower costs is efficient logistics and low cost.

FOCUS STRATEGY

          Companies using focus strategies target specific niche markets. It understands the unique needs of customers and develops unique low-cost or well-defined products for the market. Because they serve their customers uniquely in their markets, they tend to build strong brand loyalty amongst their customers. It offers the most suitable products and services to target customer groups.

          Porter says that either the differentiation strategy or the cost strategy should be used. When you choose the differentiation strategy, it increases the cost by prioritizing design, research and development factors. When you choose the cost strategy, you will provide less quality raw materials, cheap labor, mass production and logistics. When you choose both, you get stuck in the middle.