Tài liệu Developing marketing strategy for vnshop in the e commerce market

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH --------------------- VŨ NĂNG LỰC DEVELOPING MARKETING STRATEGY FOR VNSHOP IN THE E-COMMERCE MARKET XÂY DỰNG CHIẾN LƯỢC MARKETING CHO CÔNG TY VNSHOP TRONG THỊ TRƯỜNG THƯƠNG MẠI ĐIỆN TỬ LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH Hà Nội - 2017 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH --------------------- VŨ NĂNG LỰC DEVELOPING MARKETING STRATEGY FOR VNSHOP IN THE E-COMMERCE MARKET XÂY DỰNG CHIẾN LƯỢC MARKETING CHO CÔNG TY VNSHOP TRONG THỊ TRƯỜNG THƯƠNG MẠI ĐIỆN TỬ Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: TS. TRẦN HUY PHƯƠNG Hà Nội - 2017 DECLARATION The author confirms that the research outcome in the thesis is the result of author’s independent work during study and research period and it is not yet published in other’s research and article. The other’s research result and documentation (extraction, table, figure, formula, and other document) used in the thesis are cited properly and the permission (if required) is given. The author is responsible in front of the Thesis Assessment Committee, Hanoi School of Business, and the laws for above-mentioned declaration. Date………………………….. Author Vu Nang Luc i ACKNOWLEDGEMENT I would first like to thank my thesis advisor PhD. Tran Huy Phuong of the HSB. The door to Prof. Phuong office was always open whenever I ran into a trouble spot or had a question about my research or writing. He consistently allowed this paper to be my own work, but steered me in the right the direction whenever he thought I needed it. I would also like to acknowledge support of Mr Thinh former manager at VNPaya introducing me to VNShop and also provide me many important information and data for this research and I am gratefully indebted to him for his very valuable comments on this thesis. I also want to say thank you to all staff at HSB who guide me through all administrative process for the thesis. This accomplishment would not have been possible without them. Thank you. ii TABLE OF CONTENTS DECLARATION .........................................................................................................i ACKNOWLEDGEMENT ......................................................................................... ii ABBREVIATION ....................................................................................................... v LIST OF TABLES .....................................................................................................vi LIST OF FIGURES ................................................................................................. vii INTRODUCTION....................................................................................................... 1 1. Research Rationale ..............................................................................................1 2. Aims of research .................................................................................................2 3. Objects of research ..............................................................................................3 4. Scope of research ................................................................................................3 5. Research methodology ........................................................................................3 6. Structure of the thesis ..........................................................................................5 Chapter 1 - THEORETICAL BACKGROUND ......................................................... 6 1.1. Strategy ................................................................................................................6 1.1.1. Definition of strategy ....................................................................................6 1.1.2. Types and levels of strategy ..........................................................................8 1.2. Marketing strategy .............................................................................................10 1.2.1. Marketing ....................................................................................................10 1.2.2. Marketing strategy ......................................................................................10 1.3. Building marketing strategy ...............................................................................15 1.3.1. Analysis of Mission and Vision of company ..............................................19 1.3.2. External analysis .........................................................................................19 1.3.3. Internal analysis ..........................................................................................22 1.3.4. SWOT analysis............................................................................................23 1.3.5. Assess and select the strategy .....................................................................24 Chapter 2 – CURRENT SITUATION OF VNSHOP MARKETING ...................... 26 2.1. About VNPay .....................................................................................................26 iii 2.2. VNPay Shop .......................................................................................................28 2.3. Current situation of marketing activity at VNShop ...........................................29 2.3.1. Current segmentation and target .................................................................29 2.3.2. Product offering categories vs competitors .................................................31 2.3.3. Current channel and potential customers ....................................................32 2.3.4. Communication and advertising .................................................................33 2.3.5. Current user rating of VNshop vs competitors ...........................................34 Chapter 3 - MARKETING STRATEGY FOR THE CASE OF VNSHOP .............. 38 3.1. External analysis ................................................................................................38 3.1.1. PESTLE analysis .........................................................................................38 3.1.2. Market analysis ...........................................................................................39 3.1.3. Customer analysis .......................................................................................42 3.1.4. Competitor analysis .....................................................................................43 3.2. Internal analysis .................................................................................................46 3.3. EFE, IFE matrix .................................................................................................47 3.4. SWOT Analysis and alternative strategy selection ............................................49 3.5. Alternative strategies selection ..........................................................................52 3.6. Marketing strategy for VNShop .........................................................................55 3.7. Plan and activities ..............................................................................................59 3.8. Conclusions and suggestions for future research ...............................................61 3.8.1. Conclusions .................................................................................................61 3.8.2. Limitation of research .................................................................................62 3.8.3. Suggestions for future research ...................................................................62 REFERENCES .......................................................................................................... 64 APPENDIX 1 – SURVEY QUESTIONS ................................................................. 67 iv ABBREVIATION Abbreviation Explanation APDU Average revenue per user AS Attractive Score COD Cash on Delivery EC E-Commerce EFE, IFE matrix External Factor Evaluation, Internal Factor Evaluation GDP Gross Domestic Product HOSE Hochiminh Stock Exchange PESTLE Political, economic, social, technological, legal and environmental factors QSPM Quantitative Strategic Planning Matrix SBU Separate Business Unit SPU Strategic Planning Unit STP Segmentation, Targeting, and Positioning. SWOT Strengths, Weaknesses, Opportunities, and Threats TAS Total Attractive Score TOWS 4P Threats, Opportunities, Weaknesses, Strengths ( a variant of SWOT matrix) The 4P of marketing (Product, Price, Place, Promotion) v LIST OF TABLES Table 2.1. Product in laptop category of VNshop and competitor ...........................31 Table 2.2. Number of EC users forecast (statistica, 2016) .......................................32 Table 2.3. Number of download from Playstore (Android) ......................................32 Table 2.4. Awareness level of each brand ................................................................35 Table 2.5 Brand ranking level of VNShop and competitors .....................................35 Table 3.1. Vietnam GDP Growth (2010-2016).........................................................38 Table 3.2. Ecommerce market size 2015 – 2021 ......................................................40 vi LIST OF FIGURES Figure 1.1. Corporate and marketing planning .........................................................12 Figure 1.2. Strategic marketing process (Gilligan & Wilson) ..................................17 Figure 1.3. Develop a product/ market strategy ........................................................18 Figure 1.4. Five Force Model ....................................................................................20 Figure 1.5. Five stages of environmental analysis ....................................................21 Figure 1.6. Example of an IFE matrix ......................................................................23 Figure 1.7. SWOT analysis .......................................................................................24 Figure 1.8. TOWS matrix..........................................................................................24 Figure 1.9 Sample QSPM matrix ..............................................................................25 Figure 2.1. Organization structure of VNPay ...........................................................28 Figure 2.2 Mobile banking EC (estimate for 4 big banks) vs Mobile EC users (million) .30 Figure 2.3. Number of customer vs market potential ..............................................31 Figure 2.4. Number of download on Android ...........................................................33 Figure 2.5. Awareness level of each brand ...............................................................35 Figure 2.6. Brand ranking level of VNShops and competitors .................................36 Figure 2.7. Brand activity level data in 2015 ............................................................37 Figure 3.1. Revenue of Vietnam EC market to 2021 (source: Statistica 2016) ........40 Figure 3.2. Number of EC users forcast....................................................................41 Figure 3.3. average revenue per user (APDU) in EC market Vietnam.....................41 Figure 3.4. Brand ranking level of VNShop and competitors ..................................43 Figure 3.5. Emotion to brands ...................................................................................46 Figure 3.6. EFE Matrix for VNShop .........................................................................48 Figure 3.7. IFE Matrix for VNShop .........................................................................48 Figure 3.8. SWOT matrix for VNShop .....................................................................49 Figure 3.9. TOWS matrix of alternatives strategy for VNShop ..............................51 Figure 3.10. QSPM strategy selection matrix ...........................................................54 Figure 3.11.VNShop users vs EC Market .................................................................56 Figure 3.12. Device used for online purchase 2015 ..................................................58 Figure 3.13. Strategy implementation timeline .........................................................60 vii INTRODUCTION 1. Research Rationale Marketing is an important area of management when managing a company. Marketing activities help company to understand and provide the right product and services to customers. Because marketing is important, companies invest a large amount of money on marketing. An example is Vinamilk a large diary company in Vietnam. In the first 9 months in 2015 Vinamilk spend 1,235 billion VND on advertising in 4,500 billion VND of selling, general and administrative expense (SG&A). On average, each day Vinamilk spend about 4.57 billion VND on advertising (source: cafef – [29]). Another example is a Tan Hiep Phat a big company in beverage spends 4.9 million USD on advertising even from year 2004.[27] Despite the fact that companies are spending high amount on marketing, not all company are successful. Marketing effort will only succeed if companies have a good marketing strategy which is an important functional strategy of the company. One of the case we can see is the story of Dr. Pepper when they launch the advertisement campaign ―Not for women‖ soft-drink. With this message the company wants to increase the spending of men on the product but it this does exclude the women customer from its customer set. The failure here is with Segmentation, when company want to keep both the gender male and female the advertisement remove female customer. Even for the companies that are not selling products, marketing is also very important. An example is in e-commerce in Vietnam recently we found some companies with good investment closed like deca.vn or lingo.vn. E-commerce is now a very competitive market a new company needs a very good entrance strategy to succeed. Currently we see many companies that are quite successful like adayroi.com (Vin-Ecom), tiki.vn, chotot.vn… so for any new company want to enter this market must have a right strategy. VNPay is a leading company in payment industry of Vietnam; the company has provided services to bank on SMS banking. VNPay created VNShop in 2014 join the Ecommerce market when it's very competitive. The Ecommerce market in Vietnam is 1 Comment [A1]: Vẫn chưa làm rõ vì sao cần chiến lược Marketing, anh phải chỉ ra các hoạt động Marketing đang được tiến hành là gì, nó có đem lại hiệu quả không, hạn chế của nó là gì, phải chăng do thiếu chiến lược nên chưa thực sự thành công…Từ đó chọn đề tài very competitive, many project with good funding have failed like Deca, Lingo.vn… When joining this market VNShop must have differentiation to reduce the competition from other existing companies. If VNShop has chosen to offer the same products or services to customer in a competitive market it may fail so the marketing strategy for the company is very important. The company needs to think about how it segments the market, what market segment it will serve to ensure the success. Utilizingits strength as one of the biggest payment provider in Vietnam, the strong relationship with the bank VNShop has segmented the market to 2 groups the one with bank account and customer who don't use Mobile banking. The company focus on provide services to the customer who have already using Mobile banking. This come from a simple reason that: Customer who want to shop online will mostly have used Mobile banking and customer who do not have Mobile banking does not shop online (ecommerce). However, with VNShop initial strategy, it is targeting only a small segment of market (only those who use Internet banking application). In addition to that, the advertising and promotion of VNShop is low, currently there is only a short description on Agribank website and VNPay website, beside that there is no investment to marketing. From all above reason, the number of customer who use this this applicationis low and not many people know about the application. VNShop need a good marketing strategy to improve this, and this thesis will aim at building a marketing strategy for VNShop. This thesis has two research questions. 1. What is the strategic marketing plan and how to build it? 2. How can the strategic marketing plan be built for the VNSHOP? 2. Aims of research Main objective of the thesis:  To build marketing strategy for the company. Along with above, the other objectives of this thesis are:  Research and summarize the theory on marketing strategy, the process of building a marketing strategy. 2 Comment [A2]: What are the current marketing activities at Vnshop, is it effective? why does it require marketing strategy.  Perform the external and internal analysis. Propose marketing strategy for VNShop, assess and select marketing strategy for VNShop. 3. Objects of research Object of this thesis is the marketing strategy for VNShop. 4. Scope of research The scope of this thesis is the marketing strategy for VNShop; this strategy will be for VNShop mobile applicationfor the time duration 2017 – 2020. 5. Research methodology There are 2 research methods: qualitative and quantitative. Qualitative Research is primarily exploratory research. It is used to gain an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research. Qualitative Research is also used to uncover trends in thought and opinions, and dive deeper into the problem. Qualitative data collection methods vary using unstructured or semi-structured techniques. Some common methods include focus groups (group discussions), individual interviews, and participation/observations. The sample size used by this method is typically small, and respondents are selected to fulfil a given quota. Quantitative research is used to quantify the problem by way of generating numerical data or data that can be transformed into usable statistics. It is used to quantify attitudes, opinions, behaviors, and other defined variables – and generalize results from a larger sample population. Quantitative research uses measurable data to formulate facts and uncover patterns in research. Quantitative data collection methods are much more structured than Qualitative data collection methods. Quantitative data collection methods include various forms of surveys – online surveys, paper surveys, face-to-face interviews, telephone interviews, longitudinal studies, online polls, and systematic observations. In this thesis I will use both qualitative and quantitative research methods. Qualitative method will be used to explore and to understand the current company 3 situation,then a quantitative research to measure the current brand aware level of the company. Research Process To perform this research and build a marketing strategy for VNShopI follow the following process:  Review the theoretical background about strategy and marketing strategy  Interview with company managers to understand about the product and marketing situation.  Conduct a survey to know how customers currently know about the product.  Analyze assess current situation and build the marketing strategy for VNShop. Data Collection and Analysis The data in the thesis are obtained from primary and secondary sources. Primary data are data generated from an original source, such as researchers’ own experiments, surveys, interviews or focus groups. Secondary data are data collected from existing sources, such as publications, databases and internal records. Interview and questionnaire are the tools to get the primary data. Data about Ecommerce and domain knowledge is from my research and interviews. The interviews was done with Mr. Thinh – former technology manager of Vnpay, I also interview and discuss with some other expert in IT and trading like Mr Bui Dinh Thi, expert in trading and forex of companyMiyatsu Vietnam. Mr Nguyen Huu Nghi, founder and CEO of IFSC Company. In addition, there are some data gained from secondary sources, such as the study about the industry in Vietnam that was done and published. In this research, a survey is done using questionnaires to know about current company situation (about how potential customer ranks the company compares to other company in ecommerce include: adayroi.com, tiki.vn, sendo.vn, lazada.com.The questionnaire will ask customer some basic questions like gender, age and how they rankVNShop compare to other Ecommerce website.We have sent 4 Comment [A3]: Mới thấy anh làm phỏng vấn với 1 người, tại sao lại chỉ 1 người? Ngoài ra để làm chiến lược Marketing anh cần phỏng vấn các chuyên gia, các nhà quản trị trong ngành… the question to each person who participated to this survey and after collecting response from 80 people. Average point for VNShop (mean value): 1.1 Standard deviation: 1.04 In this survey, we want to estimate the average value of the ranking that user gave. If we want confidence = 90%, error = 0.1 then we must have a sample size n where. z (alpha/2) - the z value where we want confidence (1-alpha) E: Error, where we expect value is in interval (1-E, 1+E) In this case, alpha = 0.1, z(0.05) = 1.649. E=0.01, use above formula we have n = (1.649*1.04/0.1)^2 = 296.64 = 297. But due to limited time author have not yet been able to get to this sample, this is a limit of this research. With sample size n=50, confidence = 90% the error is 0.243 (it mean with confidence 90% the error of ranking will not more than 0.243). So I increase sample size to a larger value n=80 then Error = 0.192 this is good enough for the scope of this research. So we decide to collect 80 samples. 6. Structure of the thesis The thesis is contains 4 chapters. Introduction- Introduce the research, summary about the importance of marketing and why we need to make a marketing strategy for VNShop. Chapter 1– Theoretical background: This chapter covers the theoretical background of the research. About strategy, marketing and marketing strategy. Chapter 2–Current situation of the marketing activities at VNShop Chapter 3- Building marketing strategy for VNShop. Chapter 4 – Conclusion and suggestion for future research 5 Comment [A4]: Tại sao là 50 người, và 50 người này anh chọn lựa thế nào. Con số 50 là khá nhỏ, thường thì phải 120 nếu anh có nhiều khách hàng tiềm năng. Chapter 1 - THEORETICAL BACKGROUND In this chapter we discuss the theoretical background for this thesis, with a focus on strategy, marketing strategy and the process and build marketing strategy. This chapter will also cover the tools for building strategy. 1.1. Strategy 1.1.1. Definition of strategy The term ―strategy‖ is widely used in business war and daily life however the definition of it varies according to the context. Basically we can understand strategy as a high level plan to achieve one or more goals under conditions of uncertainty. In general strategy involves setting the long term goals, the action to archive the goals (plan), and mobilizing the resources to archive the goals.Strategy come from military where the competition is very high, the troop or nation is either win or lose the battle, where every resource is mobilized to archive the end result. There are many definitions of strategy. Because the word ―strategy‖ is initially used in military, we will first see the meaning of the word ―strategy‖ by a military strategist. Liddell Hart, in his book ―Strategy‖ (1967) define strategy as: “the art of distributing and applying military means to fulfil the ends of policy.”From this definition, if we remove the word ―military‖ we will have a definition that can be used for business. In this view we see strategy as a way of allocating resources to archive the end result. To understand about strategy in business meaning, now we look at some definition in business context. Max McKeown (2011) define that “strategy is about shaping the future”. Henry Mintzberg from McGill University defines strategy as ―a pattern in a stream of decisions‖. Henry Mintzberg described five definitions of strategy in 1998: Strategy as plan – a directed course of action to achieve an intended set of goals; similar to the strategic planning concept Strategy as pattern – a consistent pattern of past behavior, with a strategy realized over time rather than planned or intended. Where the realized pattern was different from the intent, he referred to the strategy as emergent; 6 Strategy as position – locating brands, products, or companies within the market, based on the conceptual framework of consumers or other stakeholders; a strategy determined primarily by factors outside the firm; Strategy as ploy – a specific maneuver intended to outwit a competitor; and Strategy as perspective – executing strategy based on a "theory of the business" or natural extension of the mindset or ideological perspective of the organization. In the book, The Concept of Corporate Strategy(Kenneth Andrews, 1980) Kenneth defined strategy as below: “Corporate strategy is the pattern of decisions in a company that determines and reveals its objectives, purposes, or goals, produces the principal policies and plans for achieving those goals, and defines the range of business the company is to pursue, the kind of economic and human organization it is or intends to be, and the nature of the economic and non-economic contribution it intends to make to its shareholders, employees, customers, and communities.” Gerry Johnson, Kevan Scholes, Richard Whittingon in the book Exploring Corporate Strategy (7th edition, 2005) defined: ―Strategy is the direction and scope of an organization over the long term, which achievesadvantage in a changing environmentthrough its configuration of resources and competences with the aim of fulfilling stakeholder expectations.‖ Michael Porteris a well-known author in the topics of competitive strategy. Porter argues that competitive strategy is about doing activities different than competitors. In the article ―What is strategy‖ on Havard Business Review (December 1996) he defined strategy as: “The essence of strategy is choosing to perform activities differently than rivals do” In short, Porter argues that strategy is about competitive position, about differentiating yourself in the eyes of the customer, about adding value through a mix of activities different from those used by competitors. In his earlier book, Competitive Strategy (1980) Porter defines competitive strategy as ―a combination of the ends (goals) for which the firm is striving and the means (policies) by which it 7 is seeking to get there.‖So Michael Porter definition of strategy is heavily emphasize the competitive position that the organization trying to archive and how to archive that. From the definitions above we can define strategy as ―a long term vision or position that the company try to archive and the way to archive that vision‖. In the next section we will discuss the types and levels of strategy. 1.1.2. Types and levels of strategy There are three levels of strategy: a corporate-level strategy, a business-unit strategy, and functional/operational strategies. Corporate strategy will work at corporate level to decide which business will the firm pursues. Business strategy defines how the company competes with the chosen business. Functional strategy is strategy for each of the function or department (operation, marketing, human resource). In the next pages we will examine each of this. Corporate strategy Corporate strategy defines what business or businesses the firm is in or should be in, how each business should be conducted, and how it relates to society. This strategy is for the company and all of its business as a whole. Corporate strategies areat the highest levels in the organization; they generally involve a longrange time horizon and focus on the entire organization. At the corporate level the concern revolves around the definition of business in which the corporation wishes to participate and the acquisition and allocation of resources to these business units. An example of this is: Kinh Do (stock ticker –KDC listed on HOSE) is doing business in both food industry and real estate. Corporate strategy will decide if the company will participate to the real estateor not. Should the company keep the food business or should the company sell it. There are varieties of corporate strategy but Wheelen and Hunger (2004) divide corporate strategy into 3 big categories: - Growth strategy: This is to expand company activity - Stability strategy: Keep the current company operating business and domain. - Retrenchment strategy: Reduce company level of activity. 8 Comment [A5]: Làm rõ hơn các chiến lược cấp coongty như chiến lược tăng trưởng, chiến lược ổn định, chiến lược thoái lui… Growth strategy: This is to expand company activity to increase revenue, this include strategy like creating a new business or joining new market. According to Norberto A. Orcullo (2007)some strategy like Merge and Acquisition or making Strategic Alliance fall in to this group of strategy. Stability strategy: Keep the current company operating business and domain. To make this strategy means that company will keep current activity level. It also mean that the company may not find new investment opportunities to grow. Retrenchment strategy: Reduce company level of activity. In this category, the company will reduce activity level. Some of strategy of this type is: Sell out or de-investment, Outsourcing… SBU-level strategy Business strategy defines how each individual business will attempt to Comment [A6]: Làm rõ hơn các chiến lược ở cấp này (không phảo là business strategy mà là chiến lược cấp đơn vị kinh doanh SBU) achieve its mission within its specific field. This strategy referred to each separate business unit (SBU) or strategic planning unit (SPU). At this level strategy two critical issues are specified: (1) the scope or boundaries of each business and the operational links with corporate strategy, and (2) the basis on which the business unit will achieve and maintain a competitive advantage within its industry (Wheelwright, 1984). Business strategy will have many supporting functional strategies like: marketing strategy, human resource strategy, operation strategy…to support this strategy and to improve competitive positioning of the product and service that this SBU providing to market. Functional strategy Comment [A7]: Làm rõ thêm lý thuyết về các chiến lược chức năng. Functional strategy focuses on supporting the SBU level strategies. This strategy is the strategy for each specific functional unit within a business. Functional strategies primarily are concerned with the activities of the functional areas of a business (i.e., operations, finance, marketing, personnel, etc). Since all function of business unit must work together and is inter-related, functional strategy of each function will affect other functions. 9 Even functional strategy is different for each function; they share the same mission and vision of the business unit. This will connect functional strategies to work together to support SBU level strategy. In this thesis we are building a marketing strategy so this will be a functional strategy. More details about marketing strategy will be discussed in section 1.2 of this thesis. 1.2. Marketing strategy 1.2.1. Marketing Comment [A8]: Font chữ thống nhất với toàn bộ bài (Phuong 30.10) Marketing in modern business is very important. Even that we need other function like HR, finance...with a poor marketing the company will hardly succeed. In a narrow sense, people usually only understand marketing as ―advertising‖ but if we need to understand marketing properly to set a good background for the following chapters. There are many definitions of marketing, below author will cite some famous one and then analyze it. Philip Kotler, Kevin Lane Keller. 2012. Marketing Management, defined marketing as below: “Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.” The following definition is from AMA (American Marketing Association). ―Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.‖ So marketing is not only about communication but in a whole meaning, marketing is about finding the needs of customer, then ―creating and delivering the values that satisfy the need of a target market‖ (Kotler). Both definitions covered this point. 1.2.2. Marketing strategy In section 1.2.1 we have discussed the definition of marketing, marketing can be strategic or tactical.At strategic level we normally emphasize on customer segmentation, targeting and positioning. 10 In this thesis we concentrate on building a marketing strategy, so here we will define what marketing strategy is. In section 1.3 we will discuss the process of building a marketing strategy. In the book Marketing Management (Trương Đình Chiến, 2013: Quản trị marketing: 14) the author define marketing strategy as below: “Marketing strategy is collection of principles and directions that lead and direct the marketing activities of enterprise in a specified duration”. Phd. Don Sexton. 2010. in the book ―Marketing 101: How to Use the Most Powerful Ideas in Marketing to Get More Customers‖ : 15 has defined marketing strategy as below: “A marketing strategy is a blueprint for how you will allocate your resources to archive your business objectives” In this book Sexton also point out that a product / market strategy should include the following component: - Target market: Specify the target customer segment - Business objectives:This specifies objectives in term of financial such as revenues, profits or quantity of unit sold or market shares. - Positioning: In this he recommended this should be one or two key benefit of your product or service. For example this should be: the application will provide customer the fastest delivery time..etc, - Programs: ―The actions to implement the strategy. Sometimes called the tactics or marketing mix, these action concern activities such as advertising, personal selling, pricing and distribution‖ (Don Sexton, 2010, Marketing 101: How to Use the Most Powerful Ideas in Marketing to Get More Customers: 20) Don Sexton also emphasizes that target market and positioning are the most important things in a marketing strategy. Marketing strategy must align with organization strategy. The marketing manager of the company must set marketing objectives and build strategy that aligns with organization strategy. 11