Strategic Marketing and Stable Growth of the Company

Abstract

All developed (stable and dynamically developing for a long time) companies are somewhat similar. As a rule, they hold strong positions in one or more market segments, their market share is constantly growing, and they are respected by customers and partners. These companies are usually ready for market changes earlier than others and adapt to new conditions more quickly and painlessly than their competitors. The modern reality of the market system dictates to its subjects the inevitability of constant rivalry and striving for progress, the need to stay ahead of potential competitors and strengthen their positions in the short and long term. Awareness of what is happening in the market, the desire to reorganize the business, and the ability to make strategic decisions faster than others are the basis of any enterprise's competitiveness. All this goes beyond even the broadest sense of marketing. However, the marketing approach is also used to solve management problems in the company. In most cases, the quality of the resulting decisions is significantly improved. Company positioning in the eyes of customers, partners, and other market participants is an inertial process. It often happens that even if the company has made important strategic decisions and is actively engaged in changing its business, the market continues to perceive it in the old way. In order to bring the essence of the ongoing transformations to the target audience, special efforts are needed. A firm's response to market changes is often slow. At the same time, there is a danger of lagging behind competitors, i.e. There is a risk of long-term instability. Keywords: Strategic marketing, stable growth, the basis of competitiveness.