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MARKETING STRATEGY
FOR
BY
INTRODUCTION
The discourse in question is anchored on two fundamental words which indeed make up
its composition, that is, Marketing and Strategy. One is saddled with the task to
systematically synthesize these two words and then purvey pragmatic result-oriented
thoughts on the subject matter that will move Edysyl Christian Bookshop forward. But
then, it is imperative that we briefly prod into the nitty-gritty of each of the two basic
words, that is, Marketing and Strategy. What then is marketing?
Marketing
Now, the concept, marketing is a management philosophy with its roots in the 1950’s,
which the consequence of interest in it comes at a time when most industrial firms are
facing increased foreign competition, slow growth markets, uncertain economic and
political trends in an increasingly “global” market place, and ever more-demanding and
sophisticated customers. Indeed, marketing is the function by which a firm or other
economic organization designs, promotes, and delivers goods and services for customers
and clients. But then, the hallmarks of modern marketing are customer orientation and a
long-range or strategic view point that make an organization responsive to its ever-
changing environment.
Strictly speaking, marketing can be defined as knowing customers and their problems,
innovating solutions to those problems and communicating them to a carefully defined
target market. Profit is indeed a reward for creating satisfied customer, and marketing is
more than a separate business function. It is the whole business seen from the customers’
point of view. Now, it is imperative in this context to think of three levels of marketing
strategy.
Now, a strategy is the articulation of the vision in terms that can be easily understood by
everyone, although still at a high level. It takes the vision, which is often on a rather lofty
plane, and puts border around it in terms of what it means for the company. This is
usually expressed through shared goals with customers and ‘stakeholders’, as well as
goals for excellence. Indeed, these are the things at which the organization must excel
and hitherto, will shape the organization and its internal working and actions.
Besides, the goals, with respect to strategy, will have a set of measures attached to each to
quantify what they mean. Indeed, the goals and measures provide the internal strategic
framework within which to plan. What then is marketing strategy in respect of pragmatic
framework and positive actions for the progressive development of Edysyl thereof?
Marketing Strategy
Truly, marketing strategy is the broad marketing thinking or cognition that will enable an
organization to develop its products and marketing mixes in the right direction, consistent
with overall corporate objective.
However, choosing a name is like driving a racing car. To win, you have to take
chances. You have to select names that are almost, but not quite generic. But then, if
once in a while you go off the track into generic territory, so be it. No world
champion driver has made it to the top without spinning out a few times.
It is crucial that we look at the big picture. We must continuously and consistently be
reminded of the possibilities in achieving the height we intend to achieve. This will
motivates all our operations to go all out to perform given the impetus and indeed the
enablement.
Suffice to say that, for us to create a viable position, we must reposition another
brand or even create a new category of product. Clearly, we seem to be having a
reasonable edge over competitors with respect to our publication. But then, for
proper and intense penetration of the market, it might be needful for us to reposition
our product in that respect. Indeed the management should begin an intense motion
towards getting rights to publish foreign motivational and academic works. This
implies that we must as a matter of necessity demand an improvement on the quality
of printing work from our printers. It will indeed be exciting for us to get to the level
of having our own printing press with international standard and highly qualified
personnel that will manage it and this produce our works for publication.
Now, on the financial capacity with respect to establishing our own printing press, I
know the bank under small and medium scale equity and insurance enterprise
scheme (SMEIES) can give loan to this, just like Oceanic bank gave to the MD of
Business day loan to establish his own printing press. The president can talk to him
to find out the details from him (Frank Aigboje). This is going to expand our
marketing power and other publishing firm will be doing business with us. By
implication, while we serve ourselves, printing our publication with high level of
quality and standard, we will be serving others too.