Question

Topic: Student Questions

Strategic Direction

Posted by Anonymous on 2/17/2006 at 8:14 PM ET 250 Points
Hi, I am currently trying to get my head around some certain strategic ideas and would greatly appreciate any help. In a nutshell the issue causing the most difficulty is the question of whether most companies are just competing on marketing, with little regard for strategic direction? Possibly including any examples of companies in an industry that have shown such traits. Many thanks in advance for your co-operation. Steve
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RESPONSES

  • Posted by bobhogg on 2/21/2006 at 5:14 AM Accepted
    beaney1984...

    Sounds like you're on the same assignment as another questioner, so have a look at this thread:

    https://www.marketingprofs.com/ea/qst_question.asp?qstID=12111

    Good luck,
    Bob
  • Posted by steven.alker on 3/7/2006 at 6:37 AM Accepted
    If a strategy includes some marketing, and most do, then does that count or does it not count not in your view?

    Almost every quoted company has a published business plan which is backed by what they will call a strategy, or a strategy statement. Most of these are little better than fortune telling, as to predicting the future and the published strategies are of little substance lest the competition cotton on to what they are doing and counter it 5 years in advance. All are laden with marketing.

    If companies picked their marketing out of the sweetie bag at random, then they truly would be putting marketing before strategic planning. But most companies which are that incompetent will actually fail to recognise what marketing is, never mind recognise that they need to do some or what they need to do.

    Such firms are likely to be characterised by having a strategic plan which is based on engineering and accounts but with no or very little marketing content.

    In the real world, the question looks to have the answer of “Neither”

    Steve Alker
    Unimax Solutions
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