Strategy

A thoroughly developed company action plan that is to lead to the achievement of the previously set goals.

 

The company's action strategy is created to avoid unnecessary activities related to, for example, advertising products, and consequently not to incur unnecessary costs related to it. Its development is possible when the company already has specific goals that it wants to achieve. They may differ from each other and be conditioned, among others, by how long the offered product is on the market, or how long the company itself has been operating in the industry. The defined goals should be in line with the SMART principle and be:

 

S - specific

M - measurable

An - achievable

R - realistic

T - time-bound (specified in time)

 

After determining the goals that the company wants to achieve, it is necessary to characterize the target group to which advertising messages will be directed, the company's situation on the market, and then determine what advertising messages we will target to the market and what media we will use for this purpose.

 

The strategy itself can be divided due to:

 

1. the direction of change

• development - aimed at the constant development of the company

• stabilizing - oriented on waiting for the right moment in order to take specific actions

• remedial - focused on repairing errors in the company's current operations

• defensive - aimed at staying on the market as long as possible

• combined - a combination of the above strategies

2. market and product

• market penetration

• product development

• market development

• diversification - development of the market itself and the technologies present on it

3. relationship between companies

 

• competition

• teamwork