The project is based on the idea of understanding warfare strategies and relating them to marketing strategies. Our objective to do this project is to understand and explain the basis of strategic positioning decisions.
“The Economic Times” or “The Hindu Business Line” carries more blood thirsty language than is found in any of the general newspapers. “We’ll murder them”, “Its kill or be killed”, “This is a life or death struggle”, these quotes form a part of the conversation of business leaders discussing the marketing campaigns. The language of business is becoming littered with similes of war and military analogies. Articles dealing with competitive strategy are on the rise and business people frequently use military talk to describe their situations. We have marketing campaigns. We promote people. We report loses and gains.
The word "strategy" is originally from a Greek word meaning "military thinking." A war situation is like a battlefield that holds strategies much like most business situations demand. Great generals like Sun Tzu, Mao Tse-tung, Napoleon, Carl Von Clausewitz, etc., have put forward the various strategies that could be adopted to steer the army to success. Strategies are the rules and guidelines by which the mission, objectives, etc., may be achieved. Business strategies for the organization as a whole include matters as diversification, organic growth, or acquisition plans, or relates to primary matters in key functional areas. With this project we shall try to relate marketing and war strategies.
Linking Strategy to Marketing
However, consider the challenge faced by marketing management in a multinational business, with hundreds of business units located around the globe, producing a wide range of products. How can such management keep control of marketing decision-making in such a complex situation? This calls for well-organised marketing planning.
A marketing strategy serves as the... [continues]
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