🛠️ Marketing system of the enterprise: how to achieve success
Some actions, for example sales, can be non-systemic and one-time, i.e. sold and forgot. Non-systemic marketing does not bring any effect, there is no sense in it. This means that in order for marketing to be effective, it is necessary to use several tools, and use them in conjunction and use them constantly, from year to year, for which the marketing system of the enterprise is built.
If you use tools one by one and not periodically, but once, then there is no point in it. In other words, if we just advertise products, or if we just conduct marketing research, then there is no point. Even if we use 10 marketing tools once and then stop doing it, then there is no point in it either. It is better not to do marketing at all, not to waste money and employees' time.
Marketing is essentially an avalanche. At first the avalanche is small and not dangerous, but then, as it grows, the avalanche becomes a formidable force that sweeps away everything in its path. Marketing becomes the same force if it is carried out periodically. But it becomes an avalanche if the same tools are used constantly, if the marketing system of the enterprise is used.
Effective marketing system of the enterprise
An avalanche becomes strong due to the accumulation of snow, its quantity increases. Marketing becomes strong due to the accumulation of real experience, the accumulation of information about how consumers and other marketing objects react to marketing activities. This accumulated information allows us to increase the effectiveness of marketing. But in order to achieve this, there must be a marketing system.
It should also be noted that there is one very interesting feature in marketing that is rarely talked about. It should also be noted that there is one very interesting feature in marketing that is rarely talked about. This feature is that consumers and other objects of marketing can adapt to “marketing blows” and avoid them. Due to the fact that consumers can adapt to “marketing blows”, they need to be constantly improved, and for this, marketing must be periodic and applied within the framework of the marketing system.
Since consumers can avoid “marketing strikes”, they need to be done several times. For this, you can, for example, launch aggressive advertising of goods that are already being produced and, having reduced their prices, simultaneously offer new goods. In this case, the consumer will hardly have a chance to avoid the “marketing strike” 100%. If the consumer avoids one strike, he will certainly fall under the second strike. In order to implement this, a marketing system is needed.
How to build a marketing system
First of all, it is necessary to understand that although marketing is the same for everyone, the marketing system is always unique for each individual company, and therefore the marketing system of the enterprise is unique. This is due to various factors: the size of the company, its position in the market, financial capabilities, type of market, experience and much more. Accordingly, there is no unique system that will work everywhere, and cannot be.
A competent specialist will do so that with minimal costs there is a maximum result. Of course, you can use some standard templates, but you will still have to adapt them to the company, and here the qualifications of the specialist who builds the marketing system or adapts it are very important. A competent specialist will do so that with minimal costs there is a maximum result. To build a good system, it is advisable to get marketing consultations.
A not very competent specialist can overdo it and introduce unnecessary elements into the system for greater confidence. Despite the fact that each marketing system is unique, there are elements that must be present in any system. These elements are the company's locomotives, they allow for its guaranteed development.
The structure of the enterprise marketing system
An enterprise's marketing system may include dozens, and sometimes hundreds of elements. Not all of them are needed by all enterprises. However, there are elements whose presence is mandatory, because their absence is the reason for low profits:
— subsystem for monitoring new opportunities in the market;
— subsystem for selecting target markets;
— subsystem of “marketing attacks”
— subsystem of development of the distribution system
The subsystem for monitoring new opportunities in the market is needed because new ideas, new technologies and, as a result, new needs appear every day, for which previous products may not correspond. Also, new opportunities are a source of excess profits. The subsystem for selecting target markets is needed because the company's capabilities are limited and should not be scattered on markets that will not bring profit.
The “marketing attacks” subsystem is needed to create a strong desire in the consumer to buy goods. The distribution system development subsystem is needed to be able to reach the maximum number of consumers. Of course, the above subsystems are the minimum requirement for the marketing system.