Fergana polytechnical institute faculty management in production department "economy" methodological instruction

5. What is the basic rule of marketing?
A) the king in the consumer market
B) the king in the producer market
C) the dominance of demand
D) the dominance of supply
7. What is the purpose of remarketing?
A) Temporarily delaying the demand by increasing the price, reducing the service
B) Studying the negative demand
C) Studying the marketing complex.
D) Determination of the possible market scale and creation of necessary products.

Lesson 4 Strategic marketing - 2 hours.
Issues for discussion

1. 
   Strategic planning. Planning. Strategic plan. Mission. Basic principles of strategic planning.
   

2. Analysis of the economic and product portfolio. situational analysis. Selection of strategic goals from the mission.
3. SWOT analysis. Business portfolio. Develop a growth strategy. The role of marketing in strategic planning. SWOT analysis results. Targets and goals. Marketing complex development.
4. Implementation of the marketing plan. Marketing control. Marketing budgets. Establishment of a marketing department.


Key concepts.
Strategic marketing is an active marketing process with a long-term plan aimed at exceeding the average market indicators by systematically pursuing a policy of creating goods and services that provide consumers with goods of higher consumer value than those of competitors.
Strategic marketing targets a company at economic opportunities that are tailored to its resources and provide the potential for growth and profitability. The task of strategic marketing is to clarify the company's mission, develop goals, form a development strategy and ensure a balanced structure of the company's product portfolio.
Strategic marketing looks at the "big picture" and contributes to important decisions such as:
• “What kind of entrepreneurial activity should we do?”
• "What do customers really want?"
• "How can we stand out in a competitive market?"
• “Which customers from a strategic point of view can we NOT serve?”
• "What is our unique business formula?"
Strategic marketing involves recognizing competition, identifying a competitive advantage and, as a result, serving the markets in which you can work much more efficiently than your competitors. You also have to decide which markets you should NOT operate in because they already have competitors with greater advantages than you.
To make such decisions, you must clearly understand the needs of the market and structure your business in such a way and offer such products that they meet the needs of the clientele that you plan to reach (and not vice versa, select such clients who would like to purchase products or services, offered by your company).
Strategic marketing is at the heart of developing a business formula that can be put into practice. After all, the business formula should reflect the competitive advantage of the company and its specifics, as well as the choice of the company regarding which markets it will be present in and which not.
Simply put, strategic marketing involves a fundamental change in the way of thinking, from a typical attitude:
"Let's try ourselves in all directions and try to sell our product to everyone and everyone" to this one:
“Let's start doing only what we excel at and only work in markets that are interested in us as the best company.”
We can start the intricacies of operational marketing (marketing communications) only when we answer the main questions of strategic marketing.
Once we have decided on which markets we will target, we can start preparing materials that take into account the specific needs of our potential clients.
In addition, we can listen to the wishes of customers in our chosen markets in order to better understand what kind of product they would like to receive.
Marketing can be described as "trying to look at a company from the consumer's point of view."
Or, as marketing scientist Peter Drucker said:
“Marketing is much more than just sales. This is not a specialized activity at all. It covers the entire business. He views the entire business from the point of view of the end result, i.e. the client.”
Ultimately, strategic marketing involves a purposeful reorientation of the entire activity of the enterprise in connection with the changing needs of a carefully selected clientele. This means that we are completely phasing out some markets in order to fully focus on markets, niches and customers that we have identified for ourselves on the basis of strategic choices.
Thus, strategic marketing is crucial decisions regarding the direction in which the company will move after it outperforms its business rivals, begins to use competitive advantages and selects certain categories of customers that it will focus on in order to achieve their goals and realize their vision.
As David Packard of Hewlett Packard correctly observed, "Marketing is too important to be left to the marketing department."
Business does not exist in a vacuum - for its development, it is necessary to take into account the strengths of the company, risks, and even the situation in the country. That's what SWOT analysis is for: assessing growth opportunities and obstacles from the outside. Thanks to swot testing, you can make the product as useful as possible for customers and determine its competitive advantages.
SWOT analysis is a strategic planning method. It is used to help a person or organization identify their strengths, weaknesses, opportunities, and threats related to competition or project planning.
In short, the essence of the analysis is that a person or a group of specialists captures all the factors that affect the business and activities. Already on their basis, conclusions are drawn about the prospects for the development of a company or situation. SWOT analysis is a flexible tool, therefore it is suitable for evaluation in completely different areas:
• economy;
• management of cities, regions and even countries;
• science;
• state institutions and parties, etc.
The term was first used in 1963 at a business policy forum. Therefore, we will describe the SWOT analysis from the point of view of the interests of the company. SWOT matrix
SWOT is an abbreviation that consists of the following concepts: S (Strengths) - strengths, business characteristics that distinguish it from competitors;
• W (Weaknesses) — weaknesses that make the company vulnerable to other players;
• O (Opportunities) - opportunities, elements of the environment that the company can use for development;
• T (Threats) — threats, elements of the environment that can harm the business.
These components are divided into factors of external and internal environment. In the first case, it is usually about the characteristics of the business that it can affect. In the second - about factors that can only be beaten or attempted to be neutralized.

1. 
   Conducting a SWOT analysis
   
2. 
   Frequently Asked Question: Who does the SWOT analysis? Since the SWOT analysis method is based on brainstorming, it should be done by your team. Consider a few things in advance, as described below.
   
3. 
   1. SWOT analysis should not be carried out by one specialist - it is better to involve experts from all departments of companies in this. The more points of view on the pros, cons and surrounding factors, the more objective the picture will be.
   

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  4. Each factor that you include in the matrix must be supported by data and specific numbers. For example, the strength of the company "operational technical support" should be confirmed by figures on the average response time to a customer request.
  
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  5. Don't try to evaluate the "business in general". In this case, the analysis will not show an objective picture. It is better to be as specific as possible about what it will concern.
  
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  6. Rely not on your understanding of the situation, but on how potential customers and partners see the state of affairs. What seems like an advantage to you may not be significant to them. To do this, prepare in advance - for example, conduct a series of in-depth interviews with customers or consumers who have chosen your competitors. This will help to see the situation from the outside.
  
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  7. Focus on the essentials. While brainstorming, you can think of dozens of benefits, threats, and opportunities. Rank them according to their importance and include only the most significant ones in the SWOT analysis. Let's say your product line has pistachio-colored sneakers, but your competitors don't. This is certainly good, but it is unlikely to be a competitive advantage. Unless there is a general fashion for this coloring this season.
  
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  Below we will analyze examples of swot analysis. We will outline them in a general way, but in this analysis, the points should be more specific and supported by facts and figures.
  
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