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You May Not Have a Marketing Strategy if… Part Two

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milesroces
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Re: You May Not Have a Marketing Strategy if...
milesroces   10/4/2012 11:13:14 AM
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Every business has it's own marketing strategies! No company shares any of this coz they wanted to be on top of all things. In the internet world goolge, yahoo, and facebook are basically the most used Link Marketing channels in the world. Most online marketing strategies have their unique way of promoting their goods and services which decides their progress and status in the business world.

JADEN
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Re: great points
JADEN   12/5/2011 11:21:56 AM
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@Adeniji Kayode,

You are right that every company should have a trade secret which is type of intelectual property like formulary, process, system or confidential information that gives the company a competitive advantage, and unauthorized disclosure of such will harm the company.  Infact, courts generally grant injunctions to prevent threatened disclosure of a trade secret by the employees, but this is not as company strategy. 

JADEN
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Re: You May Not Have a Marketing Strategy if...
JADEN   12/5/2011 11:01:07 AM
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It is true that company objective does not equal to having a strategy.  Strategy is derived from the vision & Mission of the company, which is the analysis of how the vision is achieved and must fit with the organisation's goals & objectives.

Barbara Jorgensen
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Marketing strategy revisited
Barbara Jorgensen   12/5/2011 9:11:44 AM
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After reading the comment thread, I realized something...the company that used "we build the things that make things better" concept did not succeed. I thought it was Bosch; Ford thought Philips and Laurie thought it was BASF. I think Laurie is right. At any rate, it wasn't a failure of the internal vs. external marketing issue, it was the message that didn't work. Or maybe both?

Eldredge
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Re: great points
Eldredge   12/5/2011 7:15:20 AM
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@Adeniji - A trade secret is different than a strategy. A good example of a trade secret is the formula for Coca-Cola. A comapny protects their trade secret by restricting access to the trade secret information within the company and ensuring that it has the legal instruments in place to prevent knowledgable employees from disclosing that information.

Strategy needs to be known throughout the organization - otherwise, it is very difficult to actually implement the strategy,

Adeniji Kayode
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Re: great points
Adeniji Kayode   12/5/2011 4:25:51 AM
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@Flyingscot

Don,t you think that every company should have it trade secrets?

Ford Kanzler
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Strategy being kept a secret...perhaps not
Ford Kanzler   12/4/2011 4:06:48 PM
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Hi Scot - Rather than strategy being intentionally kept a secret, going back to the original blog post, often there is no strategy or there's a definite uncertainty about what the strategy is and/or there's disagreement over whatever may pass for strategy. These are likely only some of the reasons marketing strategy isn't shared throughout the company. Its a classic case of the emporer's new clothes. What's happening around this subject at your company?

FLYINGSCOT
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great points
FLYINGSCOT   12/4/2011 3:39:29 PM
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I heartedly agree with your last point in that companies should communicate and educate all staff on the key points of the strategy.  Too often it appears that strategy seems to be protected within the top management team as if it were some great secret.

_hm
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Dynamic feedbacck systems
_hm   12/4/2011 3:05:54 PM
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It is very difficult to be perfect in this time-to-market world. The optimum way is to have very good feedback mechanisms and correct the respose accordingly and quickly. This way you have good time to market and also improving coomunication with values for customers.

 

Laurie Sullivan
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Re: Marketing strategy - Does the whole company know it?
Laurie Sullivan   12/4/2011 12:10:57 PM
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I think you're referring to BASF:  We don't make the [product,] we make the [product] better. They contributed to the success of the product, but didn't make the product. To have a successful marketing strategy, the CMO must have a seat on the executive board to get the buy in of those at the top. Then he/she can start to funnel the message to workers, who must use that same message in online ad campaigns, social media campaigns, and offline advertising.  

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