Revista Científica Interdisciplinaria Investigación y Saberes
2023, Vol. 13, No. 2 e-ISSN: 1390-8146
Published by: Universidad Técnica Luis Vargas Torres
How to cite this article (APA):
León, E. (2023) Business marketing strategies, Revista Científica
Interdisciplinaria Investigación y Saberes, 13(2) 37-44
Business marketing strategies
Estrategias de marketing empresarial
Erika Katiusca León Cabeza
Master, Instituto superior tecnológico corporativo Edward Deming, eleon@deming.edu.ec
https://orcid.org/0009-0000-7650-7332
The objective of this research is to establish the virtue of marketing
strategies for a company or enterprise in order to position its brand in
front of the competition and to be able to maintain its position over
time. To achieve this objective a documentary research was applied,
reading in various articles, bibliographies and documentaries in order
to illustrate the article with the concepts, matrices and strategies
suitable for its application. We came to the conclusion that if a
company does not carry out a good study of its internal and external
weaknesses and strengths, it will not be able to grow and remain in
the market today, thus causing the bankruptcy or collapse of the
enterprise.
Keywords:
Strategy, Marketing, Targeting, Analytics, Advertising,
Digital
Resumen
El objetivo de esta investigación es establecer la virtud de las
estratégicas de marketing para una empresa o emprendimiento con
el fin de posicionar su marca ante la competencia y lograr mantenerse
posicionada con el pasar del tiempo. Para conseguir este objetivo se
aplicó una investigación documental, leyendo en diversos artículos,
bibliografías y documentales con el fin de ilustrar el articulo con los
conceptos, matrices y estrategias adecuadas para su aplicación.
Llegando a la conclusión de que si una empresa no realiza un buen
estudio de sus debilidades y fortalezas internas y externas no lograra
crecer y permanecer hoy en día en el mercado, causando de este
modo la quiebra o caída del emprendimiento.
Abstract
Received 2023-01-23
Revised 2023-04-12
Published 2023-05-07
Corresponding Author
Erika Katiusca León head
eleon@deming.edu.ec
Pages: 37-44
https://creativecommons.org/lic
enses/by-nc-sa/4.0/
Distributed under
Copyright: © The Author(s)
Business marketing strategies
Revista Científica Interdisciplinaria Investigación y Saberes , / 2023/ , Vol. 13, No. 2
38
Palabras clave:
Estrategia, Marketing, Target, Análisis, Publicidad,
Digital
Introduction
Strategies are the planning of the objectives and goals of a company
in the long term, as well as the actions to be taken and the resources
needed in the short term to achieve the objectives and goals
successfully. They help to have a competitive advantage, due to the
fact that nowadays companies are in a totally competitive
environment, (Dolores Brito-Orta & Espinosa-Tanguma, 2015) from
which many fail to survive because they do not have a good strategy
that considers all the internal and external aspects of a company.
(Dolores Brito-Orta & Espinosa-Tanguma, 2015) indicates that among
the strategies that a company should consider are the marketing
strategies, based on or starting from the key knowledge of the
mission, vision, values and objective of the company; and for this we
must take into account what a marketing strategy is and how many
types we can apply in our company.
On the other hand, marketing strategies (Alonso Dos Santos, 2016)
are methods, which outline and describe procedures designed for a
company to achieve specific marketing objectives in the short,
medium or long term. (Berselli, 2018) Having to take into account
internal and external actions with an adequate communication of
strategic messages in order to attack the right target and thus get
customers of the product.
Within the strategies we have 5 attack strategies, which are:
• Functional marketing strategies, which refers to applying the
4 Ps of marketing, that is, analyzing the product, price, point
of sale and promotion, in order to achieve a competitive
advantage.
• Branding or brand positioning strategies
• Such a strategy is established in the long term to achieve a
stable brand positioning in order to achieve the company's
specific objectives and take advantage of the competition.
• Committed marketing strategies
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In this strategy, companies or organizations join together to achieve
a social impact, whether for profit or not for profit, as an example we
have the environmental factor on the part of companies today.
For (Spina et al., 2013) the strategy is a planning devised by the
company in order to have in context the part of the target or public
to be addressed and thus promote their products or services.
Digital marketing strategies
The digital marketing strategy allows us to define any action taken by
a company to improve and be noticed in digital media such as social
networks, websites or Google search engines.
• Among these strategies we have:
• E-mail marketing strategies
• Inbound marketing strategies
• Content marketing strategies
• Social media marketing strategies
• SEO: Search Engine Optimization
• SEM: Paid search engine advertising
• Social Ads
Which are optimal for the proper attack of a company at the marketing
level, having a good entry into the market and achieving permanence
in it.
Methodology
Consequently, in the above stated in the introduction and in what has
been investigated in various bibliographic sources, (kamlot, 2017) a
company without digital marketing obstructs its growth or the ability
to stay in the market because it does not make itself known to the
target chosen at the beginning of it. (Gris-Legorreta, 2017). On the
other hand, according to recent statistics of the portal Dimensión
Empresarial, companies known as SMEs, i.e. small and medium
enterprises are usually the most likely to fail because they use a
marketing strategy with the phrase "we'll see how everything flows"
and do not develop a previous business plan. (Cubillos Rivera et al.,
2014)and therefore cause an imminent closure of the company.
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(Fuenzalida et al., 2020). When starting a company or venture, the
business plan or strategies to be followed must be taken into account,
and within these strategies take into account the technological and
marketing part to be at the forefront of society and standards of the
world economy.
To create this marketing strategy within the business plan, it is
necessary to create the most accurate mission, vision, values and
objectives of the company, in order to create strategies linked to
business values and thus have in the foreground the internal and
external weaknesses and strengths of the brand.
Results
To start a marketing strategy process, we must ask ourselves an initial
question, which is: how to successfully achieve the main objective of
the company to obtain presence in social networks and increase
advantages in relation to its main competitors; so it is considered that,
with good planning and analysis in weaknesses and strengths, we will
achieve the right answer for the positive growth of the brand and this
will be achieved by performing various matrices with ease of
understanding, among these matrices we have:
Internal VRIO analysis
This analysis considers 4 important points, as its name indicates:
VRIO- Advantages, Disadvantages, Resources, Capabilities, because
the VRIO analysis is a strategic planning tool used by companies to
make efficient business decisions, it helps us to provide information
to obtain a competitive advantage.
In the Pest analysis we are able to evaluate the various external
aspects that may affect the company, such as political, economic,
social, technological, ecological and legal factors.
Once the respective analyses have been carried out, we proceed to
the creation of the defense strategy in order to start the marketing
planning and thus position the company over its competitors.
Defensive Strategy
The defensive strategy can be defined as the way in which the
company minimizes the risk of the impact that can cause the attack of
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the competition, in order to disarm it before it affects productivity,
among these strategies is the online marketing; advertising and
momentum that will be given by social networks, websites, search
engine optimization among other marketing options.
Website
It is a website for companies to make themselves known, highlight
their success stories, keep their product information updated and
above all to have visibility in front of competitors and customers.
In this blog we can generate stories related to the company's line of
business, trends, history of how the brand was created and grew,
history of events related to the company's line of business and allow
visitors to comment or comment their ideas being the community
manager in charge of having control of negative opinions or attacks
to the site.
Likewise, a chatbot can be placed on the web page that redirects to
a WhatsApp because there must be a fast and efficient customer
service, making a noticeable difference in the buyer's experience; as
well as there can be a button for frequently asked questions and
answers for a faster guide, such as how long it takes for the product
to arrive.
Digital advertising
Digital advertising encompasses the word marketing that is done
through online channels, such as websites, social networks and
streaming content. Digital ads are expressed through text, image,
audio and video.
It is important for digital advertising, to have channeled the target or
appropriate segmentation within the geography stipulated in the
mission, vision and objective of the company.
SEO Search Engine Optimization
SEO positioning is a series of optimization techniques and strategies
that are implemented in the pages of a web site in order to improve
the organic or paid positioning in search engines and achieve a
greater amount of traffic to the web page.
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With the positioning is achieved the increase in sales, since the
company will be among the first when a person searches for products
of the same line of business of the company.
Social networks
Social networks as a marketing strategy refers to all promotions or
publications of the brand or company through social networks such
as Facebook, Twitter, Instagram, YouTube, Tiktok, which are at the
top of Internet users, thus achieving momentum and interaction
between the brand and its target audience. As we can see in the
various bibliographies reflects the importance of a good marketing
strategy, which should analyze every aspect that encompasses or
surrounds the company to make the most successful strategy and
achieve the desired success against the competition and the market
in which it will be.
Conclusions
According to the research carried out, it is observed that the problem
of growth or commercial stability that exists in some companies is due
to the lack of an initial approach where they include various business
strategies that help them to enter the market and above all to remain
stable in the face of their competition.
Among the strategies mentioned, we find the marketing strategies,
which is a system that allows to promote the products or services of a
brand or company through the Internet, to achieve the objectives of
the company. For this purpose, several matrices such as VRIO and
PEST were shown, which can clarify where we are as a company, both
externally and internally, and it is easy to interpret the results by those
in charge of the company, if there is no financial capacity to hire an
expert in strategic approaches.
In conclusion, having a well-structured digital marketing strategy
becomes a relevant issue in today's world because it allows
companies to be connected with their customers and to be able to
provide adequate, effective and relevant attention for the good
positioning of the brand in front of its competition, achieving
customer satisfaction. Additionally, it allows to capture the attention
of new customers; which to achieve this should be evaluated the
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current situation of the company, the objectives, values, and goals
you want to achieve.
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