Published on : 04 May 20203 min reading time

Today, competition in the market for goods and services is becoming increasingly fierce. The environment in which the company operates is constantly changing. In this sense, the company will have to implement a marketing strategy. There are many marketing strategies depending on the state of the market. The development of a marketing strategy depends both on environmental constraints and the objectives of a company.

The marketing strategy to adopt in an expanding market

To survive in a young market, several marketing strategies can be adopted by a company. The movement strategy or pull strategy consists of attracting consumers to the product. This strategy is based on communication through media and advertising campaigns. With the help of advertisements, the company awakens the needs of the targets so that they buy the goods or services. To catch the eye of consumers, the company can have a well referenced website or create a page on social networks. However, this strategy is dedicated to large groups or companies with a high level of notoriety.

Also, the penetration strategy is deployed by a company wishing to establish itself in a market by offering a lower price to beat its competitors. The objective is to rapidly introduce a market through economies of scale and mass production. However, the implementation of this strategy requires the availability of significant production means and a large distribution network.

Marketing strategy: to have a significant market share in an emerging market

Push marketing consists of pushing the product towards the target customer. Unlike other marketing strategies, push marketing is based on actions aimed directly at consumers or through intermediaries, such as participation in trade fairs, events or distribution of samples

Upstream, it is necessary to clearly identify the targets through segmentation in order to propose products adapted to their needs.  In digital marketing, push marketing translates into email marketing or push notifications. This strategy is based on the sales force and requires a smaller communication budget.

The marketing strategy for sustainability in a mature market

The development of a marketing strategy is imperative for a company. In order to excel in a highly competitive market, a company will have to implement strategies while taking into account the different parameters of its environment.

In a mature market, in order to increase its market share, there are competitive strategies to adopt. Firstly, concentration, requiring the company to address only a clearly defined segment. Also, differentiation consists in offering quality goods and services at a lower price than competitors. Diversification consists in promoting several products adapted to several targets. Finally, the innovation strategy involves anticipating new consumer needs in order to overwhelm in a highly competitive market.