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statement, or some other important or fundamental element.
Tactics are there to implement a strategy. For example, if a computer store’s strategy is to build longterm relationships with business customers, its tactics might include increasing networking offerings,
training, and support.
Programs are speciﬁc business activities which support the tactics. Each program has concrete dates
and responsibilities, and probably a budget. In the computer store example, programs for the strategy
might include upgrade mailings, seminars, installation services and network training.
You don’t necessarily do a complete business strategy in a single pyramid. Each fundamental business
strategy might be a different pyramid.
One important beneﬁt of the pyramid method is integration and alignment. If your strategy is to focus
on one thing, you should be able to trace that strategy into its tactics and, most important, into your
actual spending and activity priorities. Flip back and forth between your strategy pyramid and your
speciﬁc programs, and ask yourself: do your programs match the emphasis you put on strategy?
The discussion on Value-based Marketing on page 18.4 shows a completed strategy pyramid. Your Marketing Strategy
Your marketing strategy normally involves target market focus, emphasis on certain services or media,
or ways to position your company and your service uniquely.
Your marketing strategy depends a great deal on which market segments you’ve chosen as target
market groups. You covered this in detail in Chapter 10: Know Your Market and Chapter 12: Your Target
Market. You may also have developed strategy using the pyramid or value proposition. Obviously, you
want to make sure to preserve the same basic focus and themes.
Aside from the target market strategy, your marketing strategy might also include the positioning
statement, pricing, promotion, and whatever else you want to add. You might also want to look at
media strategy, business development, or other factors. Strategy is creative, and hard to predict. Some
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This note was uploaded on 01/26/2014 for the course BUINESS 102 taught by Professor Unknown during the Winter '09 term at University of Phoenix.
- Winter '09