1.10 : 定义营销策略

A Marketing strategy is essential for staying ahead of the competition.

It originates from the company's Vision, Mission, and Strategic Plan.

It focuses on, first, identifying target markets and customers.

Next, defining the marketing mix needed to create and deliver value.

And finally, the strategy to sustain a competitive advantage over the competition.

A well-defined marketing strategy provides direction, aids in understanding the target market, offers a competitive advantage, assists in resource allocation, monitors progress, ensures opportunities are not overlooked, guarantees long-term success, and enhances customer satisfaction.

Consider Zara. Its target market comprises fashion-savvy customers of varying age groups who value trendy, high-quality, affordable clothing.

Zara's marketing mix includes trendy clothing, competitive pricing, physical and online distribution, and diverse promotions through in-store displays, social media engagement, and the website.

Finally, its competitive advantage is its unique fast-fashion approach and efficient supply chain, allowing it to adapt to evolving fashion trends.

That's how Zara maintains a leading position in the fiercely competitive fashion industry.