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The Role of Strategic Marketing

The competitive business environment determines companies to focus on improving the strategies they develop in order to strengthen their position on the market. There are numerous types of strategies, techniques, and tactics that can be used. These strategies must be adapted in accordance with companies' activity, size, and objectives.

In order to reach their objectives, companies have started to focus on strategic marketing techniques (Griffin, 2011). The activity of marketing is represented by the action or business of promoting and selling products, including market research and advertising. This means that marketing strategies are used in order to improve the sales process, to increase its efficiency, and to increase the sales volume. The need for marketing activities is recognized by all companies. However, this does not mean that they perform such activities successfully.

Most of these companies do not understand the importance and necessity of strategic marketing as a tool intended to help develop their business on several levels. Strategic marketing requires a structured approach regarding establishing the objectives that must be reached, measuring them, and evaluating them. Strategic marketing also requires the thorough analysis of markets and media options in order to develop integrated strategies intended to reach the established objectives while minimizing efforts and increasing the value produced by these strategies.

The process of strategic marketing starts with establishing the company's objectives. In this case, our company produces snacks and non-alcoholic beverages. The objectives in this case are represented by increasing the number of customers, increasing awareness on the company's products, and increasing customer satisfaction. The strategic marketing process continues with identifying the targeted customer segments. This is important because in order with the needs and preferences of these customers the marketing strategy must be developed.

Therefore, it is important to analyze these customer segments and to understand what their purchasing behavior is, what they want from the products they purchase, what their price level is, how they like to purchase and to use the products in case, and others. It is important to understand these issues and to apply them in the marketing strategy. This is because it helps the company sell its products to an increased number of customers.

It is also important to select the marketing channels that are most preferred by these customers. If they are addressed through channels they'd not like or use, it is likely that the company cannot reach the required number of customers required in order to reach its objectives. The messaging strategy is another issue addressed by strategic marketing. This is intended to identify the most effective type of message that can determine the targeted customer segments to take action and to purchase the company's products.

The integrated strategy must b developed in accordance with the issues established in other steps of the strategic marketing process. The company must also monitor and control the strategy. The marketing strategy must be flexible in order to allow modifications in case the company observes that something is not going as established. There are numerous environmental factors that can significantly influence the activity of the company. Therefore, it is important to develop flexible strategies that can be modified in accordance with the effects of these factors. Such factors refer to the activity of competitors that can reduce their prices, or provide improved products on the markets, or that can develop important bonus campaigns.

The corporate strategy must be reflected in the strategic marketing process. In other words, the marketing strategy must refer to specific objectives that must be reached, but that are established in accordance with the corporate strategy. This is because the corporate strategy determines the general line all the departments of the company must follow. Therefore, by following the same corporate strategy, the company's departments work together in order to reach each of their objectives. This refers to the interdependence between companies' departments that must be considered an important objective for these companies.

Therefore, the role of strategic marketing is to reach these objectives that can be modified in accordance with the effects of numerous environmental factors, while ensuring that the corporate strategy is followed (Business Dictionary, 2012). It is also important to understand that the corporate strategy must be developed in accordance with the requirements of the business environment, and not to be limited to the requirements of the company in case. This is intended to help the company develop a corporate strategy that is in line with the business environment.