Major Western European companies are an example of how competent marketing company directly affects the success of the expansion of markets for manufactured goods and services, as well as the diversification of production in the event of such a necessity.Methods for strategic analysis in such a company in continuous use because thanks to them, the business entity can objectively evaluate the test market product range and richness of specific products.In addition, there is an opportunity to review the activities of competitors and to find new market sectors in which you can introduce your products.
Strategic analysis is an essential element of planning, acting as a strategic management tool, using it possible to objectively evaluate the company's activities and to identify those areas in which it is most advantageous to invest the funds.Methods for strategic analysis formed in the early 70s, marking the beginning of a new era of business is already based on the search for and identify the needs of the population, gradually abandoning the principles of the global supply of goods and services.By the time some market segments were overly saturated with goods and services, while others, on the contrary, experienced an acute shortage.In addition, also affects the rapid progress and the introduction of computer technology, which required the creation of new approaches to work, and to identify new ways to promote services.
Strategic analysis of the company includes some of the vectors, the most important of which are the following:
1. The vector of growth, which determines the scope and level of activity of the future production.The main component of this guide is to expand the market and create a new range of products.Methods for strategic analysis include plan-matrix, which is composed of the following factors:
- penetration of the market (new products, low prices, stocks, acquisition of competitors, and so on);
- the search for new market segments;
- the creation of new products and services;
- diversification of production (development of new products, as well as the distribution of households. Activities in new areas).
2. Competitive Advantage - is the most important vector of strategic analysis, which includes the analysis of existing and potential competitors, as well as identifying their advantages and disadvantages.In this regard, the company made a thorough analysis of the benefits that the company can use to achieve their goals and objectives.Methods of strategic planning necessarily include cost minimization, early entry into the market, as well as the differentiation of products and services.To perform this task, the company's marketing department is developing a strategy to head, framed her in a long-term plan with a breakdown of the specific dates of certain events.
should be emphasized that bet exclusively on the development of new products is not profitable, because the leadership of the company and inventor quickly wilt, and the company immediately competitors try to copy this product and its analogs produce rapidly saturating arisen in this need of the population.
3. Synergy or the effect of the 2 + 2 = 5.Enough interesting phenomenon that was noticed by marketers already long enough.Its essence lies in the fact that as a result of the joint use of human resources of its income exceeds that figure, which could be achieved by each of them individually.In other words, the interaction of several factors, the overall result is increased production of several times.However, it should be considered and such a fact that the synergism can not only be positive but also negative.An example would be a situation where the company enters the highly competitive industries, having little experience in this area.
4. Flexibility in the implementation of the strategic plan, which is an important aspect in today's business.Today, information technology is so rapidly introduced into the sphere of business, that the success of any company need time to adjust their goals and objectives, bringing to the category of the most paramount chief among them.
addition techniques should also highlight the kinds of strategic analysis, which allows most fully gather all the necessary information about products, services, demand, supply, customers, competitors and so on.
So, the main types of strategic analysis include the following:
- STEP analysis (or PEST-analysis).It is a search for information about the external environment, you can see how it affects the final movement of goods and services.There are analyzed the social, economic, political and technological environment in the country, where it is planned to introduce a new range of products.
- analysis of competitors.
- analysis of organizational culture.
- Analysis of the current strategy.
- Portfolio Analysis business.
In conclusion, once again I want to emphasize that only a competent marketing strategy allows you to be successful in promoting goods and services in the economic market, since at present it is properly chosen approach is the main factor in the success and strategic analysis methods play an important role here.
