Intro to Business › Section K · Products and pricing › Topic K.2
Creating a marketing strategy
A marketing strategy turns the customer-first idea into a plan: read the environment, pick the customers to serve, and give them a reason to choose you over every rival.
In this topic
- From philosophy to plan
- Environmental scanning
- Six environmental forces
- Worked example: scanning for an e-bike rental firm
- Strengths, weaknesses, opportunities, threats
- Choosing a target market
- Competitive advantage
- Worked example: a cost advantage that fades
- Differentiation and niches
- Common mistakes to avoid
- Key takeaways
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