Marketing strategy: essence and features

Nikolaichuk, Olga and Ніколайчук, Ольга Анатоліївна and Николайчук, Ольга Анатольевна (2019) Marketing strategy: essence and features. Галицький економічний вісник (6 (61)). pp. 111-118. ISSN 2409-8892

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Abstract

In the article the essence of the concept of "marketing strategy" was discovered based on the analysis of scientific approaches to its content by domestic and foreign scientists. The following conceptual approaches were distinguished: philosophical, programmatic, organizational-managerial, organizational, target, structural, strategic, through the consumer, analytical, through the marketing mix, as a potential in the market, a resource, a model of development. In the process of disclosing the essence of the concept of marketing strategy used methods of comparison and analysis, which allowed us to identify the main shortcomings of approaches. They are as follows: equating it to a plan or program; failure to take into account the dynamics of the environment; failure to take into account the impact on all market actors and the needs of society as a whole; focusing only on elements of the marketing mix or consumer needs analysis; considering it only as a pre-conceived, logically formulated list of actions. As a result of the comparative analysis, the main essential characteristics of the concept of "marketing strategy", which most accurately characterize the content and essence of the definition, were generalized: long-term orientation and consistency with the main purpose of the enterprise; marketing strategy is not a kind of general strategy, but is the basis for planning activities; its basis is the needs of consumers; adaptive and dynamic; a means of achieving market stability in a competitive environment. An author's definition of the term "marketing strategy" was proposed, which takes into account: the possibility of its adaptation depending on market changes; a set of marketing tools and their direction; changing environmental conditions; integrates all market aspects of the activity; takes into account the role in shaping competitive advantage.

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