Fundamental Marketing Strategies
Read the fundamental marketing strategies
forming part of a sample marketing plan you can
edit.
This is the sample Fundamental Marketing Strategies section
of a
full example
marketing plan available on this site for download. The
fundamental marketing strategies include supply strategies,
demand strategies including product differentiation and
competitive advantage, positioning strategies and competition
strategies. Strategies were formulated following appropriate
fundamental analysis. Go to the
sample
fundamental marketing strategies.
Supply Strategies
Develop a new checking account called a “Golden Years” account that will
attract a higher rate of interest than the regular savings account and will
allow the customer the benefit of other services at reduced price.
Demand Strategies
Target wealthy Nationals over 50 years of age returning home or resident
locally, including doctors, lawyers, managers, entrepreneurs and retired
persons. Achieve product differentiation and a competitive advantage in the
market.
Positioning Strategies
Measuring from a scale of 1 to 6, where 6 is the best point, Sample Bank Ltd
is currently perceived to hold the second position of 4 for service offering and
also the second position at 4 for service quality (see Figure I). The Bank’s aim
is to also move to the top position for service offering and service quality
through its innovative product development and improved service quality (see
Figure II).
Competition Strategies
Improve service quality by training staff. Promote ATMs and telephone
banking services that will provide greater convenience. Offer innovative
wealth-management products that will attract the target group.
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