Theres generally one single corporate strategy in an oranisation.
TL:DR – Robust strategies are about survival in the long term ensuring all threats are managed. Corporate strategies more generally are about optimising current performance. The main targets of strategies are customers and staff. These are fragments of notes from a course I took on Strategy with the OU.
Contents
Corporate and robust strategies
| Corporate | Robust | |
| Objective | Oprimising performance | Ensuring long term survival |
| Characteristics | Short term, single focus | Long term, divergent focus |
| Outcome | Effectiveness | Comprehensiveness |
| Committment | Understanding | |
| Benificiaries | Individuals | Communities |
Generic robust strategies for customers
Segmentation
Targeting a product or a group of products onto a particulat group of customers who can be distinguished in some way or identified.
Conviction marketing
This is about harnessing the power to evangelise, for example religious or more extreme political movements. It can be one-sided, needs a distinctive concept or slogan which is readily identifiable.
Megamarketing
This is usually a long term effort with a high cost. It is a technique used to gain access to a market in order to satisfy consumer demand or to create or alter consumer demand.
Franchising
Local and close customer relationships can help to grow marketing.
Generic robust strategies for staff
Inner marketing
Marketing to employees in the same way as to customers to gain consensus, conviction, committment and shared culture.
