The system of marketing goals for all business areas is built in a clear sequence, which is usually called a map or tree. It includes short-term and long-term tasks that are interconnected.
The basis of such a marketing complex is large-scale business goals aimed at long-term development in a certain market segment. In order to ensure the implementation of such global plans, it is necessary to correctly define tactical and operational tasks that act as short-term priorities.
Strategic Marketing Objectives by Levels
Let's consider the classification of strategic marketing goals by levels and dwell on each of them in more detail.
Business goals
The foundation for forming rcs database the goals of the marketing plan are the tasks of entrepreneurship. On their basis, the next level of settings are developed. Business goals are the determining factor in the context of the company's market development and are closely related to its mission.
The main thing for any enterprise is to increase the size of profit. In this regard, it is necessary to put forward three directions of business tasks: the company's place in the market; sales volumes; income and profitability rate. Entrepreneurial priorities simultaneously act as the main financial goals of the company.
Let's look at some examples of strategic business plans:
be a leader in your market segment;
to enter the top 3 companies in a specific product niche;
ensure an increase in sales volumes that would outpace market growth;
increase in sales and profit indicators by 19%;
maintain profitability within 60%.
Marketing objectives
Strategic marketing priorities provide an idea of how the behavioral factors of the target audience (TA) and the TA itself should change in order to achieve business goals.
Thus, correctly developed marketing settings can be expressed in such concepts as adjustment of the customer base aimed at its improvement; expansion of the target audience; change in consumer habits associated with the acquisition and use of the product; increase in the level of loyalty to the company's products; attraction of new customers .
Marketing objectives
Let's look at examples of strategic marketing goals for an enterprise:
attract new customers (clear and expanded description of new target audience segments) to consume the brand’s products;
increasing the frequency of product use from once a month to a weekly level;
involve members of the buyer's family in using the product;
increase the level of loyalty to products of consumers in the 35+ category with high income;
increase the frequency of trial purchases made by young people.