Market Strategy & Organizational Structure

The assertions made in a company's marketing strategy should be measurable and actionable.

The organizational structure of a company is the overall framework of tenets and policies within which the lines of authority and communications, and the allocation of duties and privileges, are determined. Marketing strategy is the plan an organization implements to maximize impact from marketing activities within a limited budget.

Organizational Structure

There are two types of organizational structures: centralized and decentralized. In a centralized structure, the concentration of decision-making power is found at the top levels of management, with strict control exercised over individual divisions and departments. The decision-making power is distributed throughout the organization with a decentralized structure, with divisions and department possessing varying levels of independence.

Marketing Strategy

Every organization needs to develop written guidelines that present the company's marketing strategy. An effective marketing strategy sets specific goals, such as a description of the target buyer or end user, competitive markets, distribution channels, the company's unique selling proposition and pricing strategies versus the competition.

Significance

The marketing strategy and organizational structure of a company function collectively to enable the organization to realize its long-term objectives. It involves a process of identifying the company's vision, mission and objectives; creating plans and policies, often in the form of programs and projects designed to achieve the objectives; and allocating necessary resources to implement the proposed strategies.

References

• Easy Marketing Strategies: Definition Marketing Strategy
• Business Dictionary: Definition Organizational Structure
• Heberts: Marketing Strategy and Organizational Structure---Three Companies

Resources

• Business Owner's Toolkit: Marketing Strategy