“Marketing strategy – the marketing logic by which the business unit hopes to achieve its marketing objectives” (P. Kotler, 2005 p. 595)
3.1General principles
Any economic strategy is combining theoretical and practical aspects of entity functioning on the market, taking prevailing tendencies as a basis. Nevertheless, marketing strategies find their routes in the military. There are five basic types. (Paley, 2007 pp. 27-31):
Direct attack
A direct attack implies using available resources to full extend and in many business situations results in exhausting budgets and people. In the case of direct attack the company may have little or none resources left for the further penetration to the market. Therefore, this tactics is useless towards an opponent who is strongly in the leading position. Consequently, if there is not strong differentiation of the product, price, place and promotion on the market, success chances are approaching zero.
Indirect attack
According to Liddell Hart1, indirect attack is the most efficient approach due to conserving the greatest amount of strength. When applied to business strategy, the main focus is given to the undeveloped, neglected or just emerging segments of the market, as initial point on market entry. Following the entry, market strategy is determined by using the suitable marketing mix to create a competitive advantage. In this case, the available resources are mobilized to fulfill the need in the segment and create the long-term fruitful relationships with the customers.
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