The position the firm
fills in the marketplace is an integral part of the strategic process.
Positioning can also be thought of as how the firm will stake a claim in a
piece of the marketplace in a manner that will differentiate it from
competitors. The key to sustainable strategy and positioning is an integrated
marketing system. Competitive advantage comes from the ability to identify the
firm’s position, make strategic plans, and engage an entire integrated
marketing system. All activities of the firm should fit together and complement
each other to produce a well-oiled machine, which creates differentiation in
the customer’s mind and competitive advantage. Strategy involves all areas of
the firm from operations to finance to human resources. Choosing the right
strategy for the right people for the right goals is challenging yet provides
an overarching message for the entire organization. The strategy and message
must then be communicated consistently and clearly throughout the firm for its
effectiveness to take effect and produce a sustainable organization.
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