The essence of strategy of differentiation consists in concentration of the enterprise of the efforts in several priority directions where it tries to reach superiority over others. As these directions can be the most various, options of such strategy in practice there is an infinite set. At the same time differentiation is usually connected with considerable expenses therefore even at orientation to it the previous strategy completely is not rejected.
Segmentation (positioning of goods includes such characteristics as various nomenclature of goods having divergent character. The company makes different types of goods, each of which is directed on satisfaction of the corresponding segment of the market with the conditions of an environment. Advantages: wide coverage zone of the market, high extent of distribution of risk.
The enterprise which did not manage to direct the strategy for one of these directions is extremely vulnerable in the strategic relation. it lacks investments and is compelled to reduce scales of the activity.
Definition of the corresponding purposes for the organization is a key for development of successful strategy. The purposes should not concentrate on the solution of problems, should not be excessively limited. All purposes have to be reasonable SMART. For their description the abbreviation from the first letters of English words is used: (Specific - concrete, Measurable - measurable, Achievble - achievable, Relevant-correlated to opportunities, Timed - limited on time). In the same way the purposes have to seem real to those who as it is supposed, will work for their achievement.
Strategy of pushing through of goods assumes use of the trade personnel and stimulation of the sphere of trade for pushing through of goods on channels of merchandising. The producer aggressively imposes goods to wholesalers, wholesalers aggressively impose goods to retail dealers, and retail dealers to his buyers.
Strategy of focusing is based on a choice of the branch market, some of segments, and achievement on it unconditional competitive advantages by realization of one of two strategy described above. However these advantages can be lost owing to high expenses, insufficient differentiation of activity or a product, and also possibility of rather easy penetration into this segment of competitors.
Strategy of involvement of consumers to goods assumes big publicity expenses and stimulation of consumers for the purpose of formation of demand from their party. In case of success of such approach consumers will start asking goods the retail dealers, retail dealers - wholesalers, and wholesalers at producers. The enterprises adhere to the different points of view on use of strategy of pushing through or attraction.
The concentrated marketing includes such characteristics as the uniform, standardized, uniform nomenclature of goods. In this case the enterprise concentrates the activity on one segment of the market. Advantages: owing to considerable scales of production of costs of production of goods and advertizing are reduced (but to a lesser extent, than at undifferentiated marketing. Shortcomings: as well as in case of undifferentiated marketing, there is no distribution of risk.
Strategy of leadership in decrease in costs focuses the organization on receiving additional profit due to economy on constant costs. Realization of such strategy in practice is complicated by a number of circumstances, in particular, the inflation depreciating the got profit lack of unambiguous communication in modern conditions between growth of scales of activity and decrease in expenses, impossibility often quickly to reorient mass production a consequence of its lag effect, appeal of strategy for competitors.