What Is Strategy?

A strategy is a directed course of action to achieve an intended set of goals.^[1] A tactic is the means by which a strategy is carried out. ^[2]

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Strategy answers the following four questions:

Where do we compete?
What unique value do we bring to customers?
How will we use our capabilities to provide unique value?
How will we sustain our unique value and position?

Mintzberg, H. Ahlstrand, B. and Lampel, J. Strategy Safari : A Guided Tour Through the Wilds of Strategic Management, The Free Press, New York, 1998. ↵
http://www.businessdictionary.com/definition/tactics.html ↵

LICENSES AND ATTRIBUTIONS

What Is Marketing?

Marketing Defined

Marketing Defined

Marketing in Action

Marketing in Action

The Marketing Concept

Marketing and Customer Relationships

Marketing and Customer Relationships

How Organizations Use Marketing

How Organizations Use Marketing

Value of Marketing

The Value of Marketing

Questions

Glossary

Marketing Function

Importance of Customer

Why Customers Matter?

Segmentation and Targeting Introduction

Defining Your Target Market

Communicating the Value Proposition

Value for the Customer

Communicating the Value Proposition

Evaluating Value Proposition Examples

Value Proposition Examples

Coffee Shop Marketing

Marketing Mix

Defining the Marketing Mix

Components of the Marketing Mix

Using the Marketing Mix

Finding the Right Marketing Mix

Chobani Case

Role of Marketing Plan

The Role of the Marketing Plan

Marketing Function

Analyzing Marketing Efforts

Module 2 Assignment: Submit Marketing Plan Template

Questions

Glossary

Segmentation and Targeting

Segmentation and Targeting Rationale

The Purpose of Market Segmentation and Targeting

Common Segmentation Approaches

Segmentation Criteria and Approaches

Segmentation Decisions

Choosing a Segmentation Approach and Target Segments

eHarmony Targets Women Case

Targeting and Marketing Mix

Targeting Strategies and the Marketing Mix

Case Study: Red Bull Wins the “Extreme” Niche

Segmentation and Targeting

Questions

Glossary

Marketing Strategy

Evaluate Alignment of Marketing Strategies

What Is Strategy?

Strategy and Tactics

The Mission Statement

Strategy and Objectives

Marketing Strategy Mechanics

Creating the Marketing Strategy

Optimizing the Marketing Mix

Implementation and Budget

Evaluating Marketing Results

Strategic Planning Tools

SWOT Analysis

BCG Matrix

Strategic Opportunity Matrix

Examples of Corporate Strategies

Market Penetration Example

Market Development Example

Product Development Example

Diversification Example

Customer Relationships

Customer-Relationship Strategies

Harley Davidson Customer Relationships

Marketing Strategy

Marketing Plan, Part I

Questions

Glossary

Ethics and Social Responsibility