Approaches to the formation of effective marketingovoy strategy
S. lekomtsev

The good part of the fact that is now called "marketing", this, at best, the organized, systematic process of sales, with which basic works - from the forecast to the storing and the advertisement - are united together and are coordinated. All this and very effectively worked well by even a little more than a year ago - to the crisis. The majority of companies did not think sufficiently seriously about its business, about its users, about the competitors and the like after crisis reality for them became not only the worsening in the business, but for many - withdrawal from the market and closing firms.

Many can say that each event occurs in view of objective reasons, namely: reduction in the buyer ability of population, an increase in the prime cost, the scarcity of circulating capital, the inaccessibility of credit. And therefore no, even best systems of marketing can change situation. Which, as a whole, is correct.

Others can object, that after crisis in them appeared the possibility to improve its position on the market, to increase the volumes of production and sale, financial position became much more stable. And therefore the existing level of the development of marketing at the firm is sufficient, it answers the current needs and there is no need something to radically change. And this also - truth. But also that and, etc., nevertheless, there is to a certain extent self-deception. Because all this - only special cases from the life of business.

Business - this is the process, which converts this special form of resources as knowledge, into the economic values. Purpose of business - to create user, i.e., to draw the independent external subject, capable of selecting and ready to pay for the goods. Looking from within, it is difficult to explain that it forces buyer to pay. It is necessary to look to the business outside. After making this, it is possible to approach the selection of the direction of motion and means of the realization of that outlined.

Furthermore, business - this is the complex system, whose state depends not only on the fact that occurs inside, but to the larger degree from the fact that occurs all around. Strategic marketing helps effectively and sbalansirovanno to use the existing resources of company taking into account changes in the environment.

Need is the central component of strategic marketing. User rarely buys that the fact that, in the opinion of the producer of goods, they sell to it. They pay not for the goods, but for obtaining of satisfaction. But no one can prepare and sell satisfaction as such - at best it is possible to sell means for its obtaining. Therefore the satisfactoriness of user is the sole effectiveness evaluation criterion for strategy.

Effective strategy of marketing begins from studies. According to the estimations of western experts the budgets of marketingovykh studies in recent years grew on the average 3 - 4. This is objective requirement, since without the precise, complete information it is not possible to convert the knowledge into the economic values existing in the company. Marketingovye studies must give answer to the questions: "who buys?", "where they buy this goods?", "for which is bought this goods?" This is the only method to dostich' precise understanding, whom and as can attend firm, and it satisfies what needs.

What must study the firm? First of all, users. It is necessary to understand, that the user wants, why he this wants, as frequently he this wants and as he uses. As an example it is possible to give recent studies of the consumption of beverages in the metallic banks. The consumption of beverages in the tin cans began sharply to fall in recent years in RF. With all unquestionable, it would seem, advantages of tin can, the users prefer beverages in the glass bottles. Steady persuasion was the reason for phenomenon, that the beverages in the banks have admixtures of the metals, of which the jar consists, and this leads to a change in the taste of beverages and it is detrimental for the health. As a result the producers of tin cans in RF combined their efforts and developed the program of measures, intended to change the moods of users and to activate demand for the beverages in the tin cans.

What it is still necessary to investigate? Certainly, competitors. In order in time to react for their plans to take your market share.

Suppliers. In order to find cheapest and qualitative component product.

Mediators. So that the high portion of market marzhi would remain in your "pocket".

If we pass to the global, from the point of view of any owner and director, to factors, then among the fact that it is necessary to study, first of all it is worthwhile to isolate political and juridical factors. This is important, since at any moment it is necessary to be for ready for a change in the political situation, for a change of the law, to adequate reciprocal steps with respect to the officials.

During several weeks in the beginning of this year went on the special operation "import", which carried out together FSB, MVD, GTK, the tax police and other departments. A certain increase in the prices of computer and household equipment, closing of firms, which work on this market, became the sum of this operation. As the saying goes, "thunder burst out". But the strategically thinking businessman already had long ago been "crossed", he was ready for the fact that sooner or later "gray" import can "be rolled up" and will have somehow further to live.

Technological factors. They must be studied in order be armed to in time with advanced technologies, and to be ready to any innovations. Case from the recent practice. Firm well known on its market, vigorously is developed, it is actively interested in the possibilities of increasing the effectiveness of its activity. Firm deals with the development of films, with press photographs, with sale of photographic technique and accessories. It would seem what to worry, if the matters go then good. But a question of the technological development of the processes of photography and press disturbs the owners of firm. In this region digital technologies increasingly more actively are used. Businessmen themselves consider that the usual photograph will be used actively even as the minimum of 5-7 years, but even now they thought about prospects and possibilities of their business. This is an example of strategic approach and thinking.

Social and economic factors. They must be studied for that, in order to increase or a drop in the prices on the markets, or the sequential bank crisis not of steel by complete unexpected contingency and by the reason for bankruptcy. But the plans of the long-term expansion of business due to the building and other capital investments would not coincide in the time since the beginning of the negative demographic changes in the region or the migration of population.

This entire information must not settle by dead load in computers and minds of your colleagues. It it is necessary to analyze and to draw conclusions. This is achieved with the aid of different methods. Such, for example, as:
Analysis of economic and product briefcases.
Situation analysis.
Analysis of the influence of selected strategy on the level of profitableness and possibility to generate the available money (PIMS - the Profit Impact of Market Strategy).

As a result of the carried out analysis you will be able to determine possibilities and marks on the market, the weak and strong sides of your business.

Strategic analysis will help you to understand, why your straight competitor, who still half a year ago gathered computers, suddenly decided to change the points of the application of his forces and opened, for example, the network of the houses of aged.

But, let us suppose that nothing terrible from the social-demographic point sight it occurs, and there are no prerequisites whatever for the discovery of funeral bureaus. You decided not to change the direction of your business, remaining collector and salesman of computers. It is good that your business and thus far was characterized by higher rate of profit, than in competitors, and it had serious technological advantages. But withdrawal from the market of some your competitors offers before you new possibilities.

There is the known popular wisdom, which says: "in Russia for long they harness, yes rapidly they drive". However, it is importantly correct to carry out entire procedure of "zapryaganiya". On that, how skillfully you will manage this, that depends, where you will be able to reach. In our case to the aid the segmentation and positioning comes. Everything they heard on this, many this use, but little in whom this is obtained correctly. But without this stage will manage not one effective marketingovaya strategy.

As is known, all people bear clothing. Let us assume that on one of the festivals of high mode to you it happened to be introduced and to fruitfully meet to the representatives of the leading houses of the mode of France. Many of the the French to kutyur'e were struck by the fact, as you were inflexible in the fight with the difficulties in the business and were sequential in achieving of your goals. And some of them decided to open to you decent credit line on the deliveries of its clothing. Many firms can simply dream about similar conditions. But hardly to you - to the proprietor of "plants, newspapers, steamships" - it is worth designing for the fact that your purposeful user - is in practice any Russian, who uses in the daily life clothing. For the successful use of the prospects opened before you it is worthwhile first of all to think, to whom you will be able to sell these "work of skill", whose of need can satisfy a similar clothing, and for what these needs they consist. Effective segmenting makes it possible to estimate what part of the purposeful market will allow your firm with the greatest success to use her potential.

After learning its user, to be calmed still early. It is further important to determine which distinguishes your proposal from the proposals of competitors. To what "hook" it will be possible to catch purposeful segment in the sea of market? Time itself to think about how user receives your production or services, in what difference from the perception of products and services of competitors. These questions must find their answers to the stage, which is called positioning.

At the very beginning of reconstruction one Moscow firm achieved the impressive successes. Tens of stores not only in Moscow, but also in many cities RF, the fixed system of interrelations with the suppliers, broad spectrum, price policy taking into account competitors. But market was saturated with the years, competition grew, and that which was done, it was is already insufficiently. Firm declared, that its purposeful market - this is the provided for buyer, who has taste for life and experience of consumption. The basis of the assortment of firm composed the well-known producers technique: Bosh, Siemens, AEG, Philips, Sony, Pioneer, Panasonic and the like the stores of firm were differed in no way from the same stores of other firms. This did not arrange buyers. The matters in firm yearly dispatch worse and it is worse. Hopes for the fact that "us and so everyone knows" and "we not worse than others", were not realized. As a result, now the stores of this firm you no longer will meet neither in Moscow nor in other cities. Firm could not propose to its client anything such, which could isolate it among the competitors, as a result it became outsider and it was shrewd from the market. If the management of firm in proper time carried out strategic analysis, it would correctly position its services, then results would be today others.

Correct positioning subsequently economizes many money, time and forces of colleagues. Correct positioning makes it possible to create the effective complex of marketing of firm.

The complex of marketing is the kit of marketingovykh tools (4 P), which are used by a company for the solution of marketingovykh problems on the purposeful markets. Usually entire set of instruments is classified according to four directions:
product,
price,
advance,
sale (commodity movement).

Complex of marketing - one of the most unhealthy questions for many firms. It requires much attention, time, means. The most brilliant complex of marketing cannot remain constant, around the firm and inside her constantly occur the changes, which require another assortment, new prices and new advertisement, change of mediators and suppliers, etc.

As an example of effective assortment policy it is possible to give a change of the structure of assortment in one of the retail outlet networks of Moscow after crisis. To the crisis the stores of this network were the favorite place of purchases for the provided for Muscovites, who live in the new regions, where these stores are located. The well untwisted stamps of western producers were the basis of assortment. The share of goods of Russian production was small. The situation radically changed after crisis. The portion of the products of Russian production sharply grew, but in this case company did not change its principles: quality control of products, requirement for the organization of deliveries, for the packing they remained before. As a result the majorities of buyers, which accustomed to the quality of goods, to polite personnel, to cleanliness, to convenience in the arrangement of goods on the regiments, to broad spectrum as before make purchases in these stores. Certainly, something changed in the behavior of buyers, a quantity of bought products decreased, but the tendency to consume qualitative goods did not change.

Partly assortment policy appears the stamp policy of firm. The effective use of stamps makes possible for firm to attain the recognizability of its goods, to optimize expenditures for advertisement and advance, to activate the activity of commercial mediators for the advance of goods for the market. It is necessary to remember that the trade mark can appear only after conducting of the analysis of positioning products and services of firm on the market.

For example, the analysis of the qualitative parameters of many products of firms Procter&.Gamble and Unilever, carry ouied by organizations for the protection of the rights of users, showed that they do not possess any unique properties. But prices of many forms of the products of these firms 1,2 are - 2 times higher than to the analogous production of the producers of the "second echelon". Higher price is the result of effective stamp policy together with the policy of advance.

For each director of enterprise, to say nothing of profile specialists, interaction with the mediators, who realize the production of firm, problems of the organization of sale are most unhealthy. This occurs for many reasons. First, the channels of distribution of production consist of the concrete subjects of market relations - firms, storages, dealers, distrib'yutorov, transport companies and the like each of them it can soak solve your problems, and it can create them. During planning of sale it is necessary to solve the complex problem, purpose of which is the complete scope of purposeful market with the smallest expenses.

Direct dependence between the level of control over the channel of distribution of the production of firm and her expenditures for the functioning of this channel most frequently is observed. Let us assume that auto-VAZ decided to completely check the channels of distribution of its own production. For it it would be necessary to create wholesale storages in all regions of the country, to accomplish delivery and storage of automobiles, to create retail network, to hire personnel, to train its and the like as a result summary expenses for production and distrib'yutsiyu of automobiles would be high, auto-VAZ would be forced to contain enormous administrative staff as result - ineffective control of assortment, increase in the prices, drop in the volumes of sales, the dissatisfied users, the losses of the competitiveness on the market.

Management IBM at the dawn of the appearance of personal computers made a decision about the organization of its own retail network in the hope for the fact that this product very new and will remain similar for long. But the speed of technological changes in area of computer technology is so swift that drop in the prices and reduction in marzhi made it necessary IBM to forego its own network and to accept the concept of the intensive distribution of their computers through dealers.

Why in recent years in the West so actively is developed Internet- trade? Because it makes it possible to decrease trans-action expenses and to fix interaction practically with each user individually. From one side, this gives the unlimited access to information about the needs of market, from other side, it makes it possible to reduce a quantity of mediators without the damage for the quality of the care of clients and without a cardinal increase in the expenditures on the sale.

Advance. The advance of production and price formation can be named the "first aid" of marketing. To change both that and, etc. is possible rapidly. For this it suffices to make the appropriate decision, to prepare the necessary documents, to isolate budget and, practically, "low start" it succeeded. But the use of different methods of the advance of production will be effective only in such a case, when purposeful market is correctly determined, information about the practice of consumption and the behavior of the representatives of purposeful market is assembled and analyzed, product is produced, interaction with the mediators is fixed. Under these conditions it is possible to take up planning of advertisement, using the methods of the advance of production and the R.R- activity. Errors can cost very dearly. The selection of the means of advertisement must be adequate to your solutions about the selection of purposeful market and by other aspects of the complex of marketing.

Last fall, in winter this year on the Kashira highway it was possible to see advertising panel. In the center by large letters was written TO AO Of "legprompro-gress", and by below small - address of stores, the indication of the assortment: foot-wear, special clothing. Any inexpert person hardly could understand that, strictly speaking, is advertised - firm, foot-wear, or something still. For the contrast it is possible to give as an example the panels of firm Nike with emblem and name of the firms, which stood on the lively routes of Moscow to vapor of years ago. I think, effect from these two models of advertisement was unambiguously different. I consider that the management AO Of "legprompro-gress" could employ the means, tempered to the advertising panels, much it is more effective.

The effectiveness of strategy of marketing in many respects depends on the policy in the region of prices. Prices must consider the real prime cost of the carrying out of production, price of competitors and the solvency of user. The maximization of the profit of firm is the task of the system of price formation.

After crisis 1997-1998 in Russia many tourist firms in Turkey they were annual forced to reduce prices. Russian tourists at many health resorts of Turkey were basic source of income. Complex situation around Mr. odzhalan and threat from the side of kurd working party about the beginning of terror against the western tourists in Turkey practically they brought together on no desire of western tourists to rest at the health resorts of Turkey. Tourist business is constructed at sale of the "time of leisure". If place in the hotel not is occupied, then this is irretrievable loss. Therefore many hotels dispatch to sharp reduction in the prices, for the purpose to cover at least the part of the expenses. The threats of the terror of many Russians did not frighten.

The effectiveness of strategy of marketing in many respects depends on that how the service of marketing at the firm is built, what problems, at what level and as are solved. Problems are solved by specialists, the level of training specialists -marketologov is very important. Sometimes it is possible to hear this determination of marketing that this half skill, half reality. The effectiveness of marketing depends on the information input: the quality of information determines in many respects the quality of marketing. The functions of marketing must be integrated with the functions of other blocks and systems at the firm.

Means and the methods of control in the world of control there is a great set. But the methods of the control of marketing at the firm must be adequate to the needs of management for the information. Control indices must be clear, measured, easily forecasted. All plans and programs of marketing must be transferred into the budgetary forms with the indication of clear it is timetable. Otherwise it will be difficult to determine effectiveness and to check that which occurs at the firm in the region of marketing.

In what does consist the effectiveness of marketingovoy strategy? Satisfied user. If you know that your user is satisfied, and you they tell about this the volumes of sales, an increase in the market share, you your colleagues tell about this, this means that you achieve your goals. This means that each your colleague solves his problem, it is located on its place, and your plans are realistic.

Sergey lekomtsev, the consultant