Server Lidovky.cz vám ve spolupráci s jazykovou agenturou Skřivánek přináší další pravidelnou lekci kurzu byznys angličtiny. Dnes se zaměříme na marketing.
Marketing strategy could be described as a process that helps a company increase sales. It helps companies with allocation of resources and creating a sustainable competitive advantage. A good marketing strategy can help companies define their business goals and develop activities to achieve them. Marketing plans are one part of the marketing strategy and they enable companies to facilitate fulfilling market needs and reach marketing objectives. Marketing strategies commonly cover a few-year time span and define specific actions to be accomplished at specific times.
Good marketing strategy covers both internal and external environments. Internal environmental factors incorporate marketing mix, performance analysis and strategic constraints while external environmental factors cover customer analysis, competitor analysis and target market analysis. The essential component of a marketing strategy is to combine marketing with a company´s mission statement.
The most common marketing strategies are:
Strategies based on market dominance
Porter generic strategies
Marketing strategy can be developed in five easy steps. First, the company´s unique selling proposition (USP) needs to be described. Then it is necessary to define the target market. Third, the company needs to work out the benefits of their products and services. As the fourth step, the products and services positioning should be thought over and finally marketing methods must be figured out.
Marketing mix is one of the tools which are used in products marketing. It is the essential tool for specifying the unique selling point. The main components of it are product, price, promotion and place. Additionally, three more “P”s are sometimes mentioned in relation to the marketing mix and they are process, physical evidence and people. In connection with a customer, the four main “P”s have been renamed and substituted for commodity, cost, channel and communication.
Product can either mean a physical product itself or service. Concerning the product itself, it is necessary to determine what the customer will expect from their product, what needs it will satisfy, what features it will have to have in order to meet the needs and so on. Other parameters that are interesting for the costumer are the product styling, packaging, quality, repairs and support, accessories and warranty.
Among the price solutions that need to be found are pricing strategy, retail price, volume discounts, seasonal pricing, price flexibility or bundling. On the whole, expected pricing response of competitors and profit margins should be taken into consideration.
Promotion covers decisions on where and how to reach audience in relation to strategies of competitors. It can be helpful to produce a break-even analysis simply to be prepared for the costs and predict the profit.
Place will delineate the channels of distribution which perform transactional, logistical and facilitating functions. Market coverage, channel member selection, logistics and levels of service need to be analysed and compared. Among other choices to be thought out are for example warehousing, transportation, order processing, inventory management and so on.
Jazyková agentura Skřivánek
Skřivánek je největší jazykovou agenturou ve střední a východní Evropě. Na trhu jazykových služeb působí již od roku 1994. Kanceláře a učebny agentury Skřivánek najdete v 19 městech ČR a v dalších 14 zemích světa.
Jako jedna z největších překladatelských agentur v Evropě se Skřivánek stal uznávaným specialistou na evropské a asijské jazyky. Zaměstnává více než 400 kvalifikovaných jazykových odborníků a nabízí odborné překlady do všech jazyků.
Kromě různých typů kurzů pro veřejnost zajišťuje Skřivánek i výuku na klíč pro firmy a jednotlivce, jazykové audity, pobytové a zahraniční kurzy nebo přípravu na jazykové zkoušky pro děti i dospělé.
Více informací najdete na www.skrivanek.cz.