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Marketing strategy

A marketing strategy is a coordinated action plan put in place over the medium or long term by a company to achieve its commercial and marketing objectives.

It is one of the components of the business strategy. Depending on the case, the marketing strategy can be understood at the overall level of the company or only apply to a product or a family of products. It is thus possible for a company with a varied activity to combine several marketing strategies according to its fields of activity.

The marketing strategy is developed from analysis of the company's marketing strengths and weaknesses and a study of its environment.

The marketing strategy is expressed through the marketing plan
or mix-m

Operational marketing actions* do not fall under the
theoretically not marketing strategy.


The marketing plan

A marketing plan (or marketing plan) is a document that describes the strategies and tactics to be put in place to achieve the marketing objectives of a company. Here are the key steps to developing an effective marketing plan:

  1. Analysis of the situation :It involves examining the market, competitors, trends and forces that influence the business environment. This analysis makes it possible to determine the opportunities and threats for the company.

  2. Goals definition :Goals should be specific, measurable, achievable, relevant and time-bound (SMART). They must also be aligned with the overall business strategy.

  3. Identifying the target audience: It is important to define the most relevant market segments for the company and understand the needs and behaviors of potential customers.

  4. Strategy development:The strategy must describe how the company will achieve its objectives using the marketing mix (product, price, promotion and distribution). This step also includes identifying the company's competitive advantages.

  5. Planning tactics:Tactics are the specific actions the company must take to implement its strategy. They may include promotional actions, events, advertising campaigns, etc.

  6. Budgeting:The budget should detail planned expenses to implement the marketing plan.

  7. Outcome measurement:It is important to monitor the results and make adjustments if necessary. Key performance indicators must be clearly defined in advance to be able to measure the effectiveness of the strategy and tactics.

In summary, an effective marketing plan must be based on a thorough analysis of the business environment, clearly defined objectives, an understanding of the target audience, a clearly articulated strategy, well thought-out tactics, a realistic budget and a continuous measurement of results.

Une réunion d'affaires

The marketing mix

Mixed marketing (or "marketing mix") is a term used to describe the different tactics and strategies that companies use to market their products or services.The marketing mix traditionally consists of the "4Ps": product, price, promotion and place (distribution).

  • Product refers to the design, development and manufacture of the product or service that the business wants to sell.

  • Price is the amount the company charges for its product or service, as well as the pricing strategies in place.

  • Promotion encompasses all marketing and communication activities intended to promote the product or service to the target audience.

  • Place relates to how the product or service is distributed and sold, as well as the distribution channels used to make it available to consumers.

The marketing mix is a key part of overall business strategy and must be carefully planned and executed to achieve sales and growth goals.

Sale Branding
Création de sites web

Digital marketing

Digital marketing, also known as digital marketing, is the use of digital channels such as search engines, social media, websites, emails and mobile apps to promote products or services, build brand awareness and achieve sales goals.

The main elements of digital marketing include:

  1. Natural referencing (SEO): This consists of optimizing the content of the website so that it is better ranked in search engine results.

  2. Online advertising: This includes paid ads on search engines, social networks and third-party websites.

  3. Content marketing: This involves creating and distributing useful and relevant content to attract and engage customers.

  4. Social media marketing: This includes using social media to promote products or services, increase brand awareness and engage with customers.

  5. Email marketing: This involves sending targeted emails to existing or potential customers to promote products or services.

Digital marketing offers benefits such as lower costs, wider reach, increased personalization, and accurate measurements of campaign effectiveness. It has become an essential part of the marketing strategy for many businesses, especially those looking to reach an audience online.

Mur d’idées

Operational marketing

Operational marketing designates all the marketing techniques implemented in the short/medium term and making it possible to achieve the long-term objectives defined in the field of strategic marketing.

Operational marketing actions are theoretically deployed on the basis of prior  marketing studies and when the product policy has been established. In practice, these last two areas are obviously constantly evolving.

Promotional, advertising and direct marketing actions belong, among many other types of marketing actions, to the field of operational marketing.

Within large organizations, operational marketing is most often managed by product managers (product managers) or by specialists in the marketing techniques used -136bad5cf58d_ professional traffic analyzers, promotions managers, CRM managers, etc.


Among the smallest, it is sometimes managed in an agency.

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