Strategic Marketing: An Introduction

STRATEGIC

MARKETING

This exciting new introductory text examines the nature of competitive marketing strategy and points to the need to adopt new marketing practices in order to meet the demands of business opportunities in the twenty-first century. By taking a fresh approach to a previously covered subject area, this work will not only be of assistance to students of marketing but also practising managers. Subjects covered include: ? marketing strategy ? analysing the business environment ? the customer in the market place ? targeting and positioning ? marketing mix strategy Using case studies, case histories and thought-provoking questions, Strategic Marketing. An Introduction is a valuable resource for all those involved in this important area. Tony Proctor is Visiting Professor in Marketing at Chester Business School and also contributes to postgraduate programmes at Lancaster University and The Queen's University, Belfast, as well as to courses run by Hull University and Lincoln Business School in conjunction with CIM and MDC consultants.

STRATEGIC

MARKETING

AN INTRODUCTION

Tony Proctor

LONDON & NEW YORK

First published 2000 by Routledge 11 New Fetter Lane, London EC4P 4EE

Simultaneously published in the USA and Canada by Routledge 29 West 35th Street, New York, NY 10001

Routledge is an imprint of the Taylor & Francis Group

This edition published in the Taylor & Francis e-Library, 2002.

? 2000 Tony Proctor

All rights reserved. No part of this book may be reprinted or reproduced or utilized in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.

British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library

Library of Congress Cataloging in Publication Data

Proctor, Tony. Strategic marketing: an introduction/Tony Proctor. p. cm. Includes index. 1. Marketing--Decision making. 2. Marketing--Management. I. Title.

HF5415.135 .P76 2000 658.8?02--dc21

99?087270

ISBN 0-203-46005-7 Master e-book ISBN

ISBN 0-203-76829-9 (Adobe eReader Format) ISBN 0-415-20810-6 (hbk) ISBN 0-415-20811-4 (pbk)

Contents

List of figures

xi

List of exhibits

xiii

Preface

xv

1 Marketing strategy: introduction and overview

1

Introduction

1

Market drivers

3

Impact of competition

3

Strategic windows

6

Evolving markets and strategic windows

8

Opportunities and threats presented by the opening and

closing of strategic windows

9

Nature of competitive strategy

11

The classic approach to the formulation of strategy

12

Process for formulating a competitive strategy

14

Strategy identification and selection

15

Strategic market management

16

Questions

17

Case studies: Mirela Fashions

17

Koji

19

2 Portfolio analysis

21

Introduction

21

The product life cycle

22

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