Business is profitable if it satisfies the needs of customers. It is possible to predict the development of the market, offer an interesting product for customers and ensure its sales by constantly monitoring demand and developing tactics in the organization's activities. Operational marketing of a company is a tool that allows you to successfully solve short-term tasks of developing an assortment, promoting and selling goods on an already developed market, while ensuring the implementation of a strategic plan, making a profit and the success of an enterprise in a competitive environment.
How to make a product in demand?
A person or company that decides to offer a product or service to consumers must first identify and analyze a number of factors that affect the level of demand. To do this, there is a marketing activity, the purpose of which is to satisfy the needs of customers and, as a result, to make a profit for the organization. It allows you to choose promisingareas on the market and make the product attractive to the population, while contributing to the competitiveness of the enterprise.
Developing tactics is the path to success
Any leader should have a clear idea of what he wants to see his company in a few years. To do this, it is necessary to carefully plan its activities. That is why strategic and operational marketing is used. The first type is the concept of the business as a whole and the way of its development (strategy), it answers the questions:
- in what direction will the organization improve;
- what client will be targeted;
- what market segments does it plan to cover.
The second is nothing more than the direct phased implementation of this long-term plan. Operational marketing is designed to study the scope of implementation and influence it. It covers the development of a product, its release, informing the public about the products offered, increasing their value compared to analogues presented by other manufacturers. To increase profits, the company plans and conducts a number of promotional activities aimed at increasing sales.
Both types of marketing are interrelated, together they provide an opportunity to successfully sell goods to consumers, while ensuring an increase in the competitiveness of the enterprise.
Implementation planning features
Operational marketing strategy is an organization alreadymastered market segments of the sales process, informing customers about the benefits of the product. This planning is carried out for a short term (mainly for a year) and is quite detailed. It allows you to determine the profitability of a business in a certain period of time. This is a tool that allows you to act in the conditions of "today" and move in the direction of "tomorrow", taking into account the vector of the company's development.
Operational Marketing Tasks
The Short Term Action Program is beneficial as it provides a number of important sales functions, as follows:
- improvement of the sales process, i.e. search for new consumers and product distributors;
- preparation of the main assortment and the formation of a pricing policy (the price must be competitive in the market);
- merchandising - in the process of operational marketing, a competent display of goods forms the interest of buyers in the product and thus increases the company's income;
- organize and conduct a number of promotions (racks with demonstration of samples, promotions).
Fulfillment of these tasks together will increase the income of the enterprise.
Features of the sales process
Activities aimed at making a profit, as a rule, are carried out in a certain sequence. For the effective functioning of the enterprise, it is necessary to know the stages of operational marketing and work in accordance with them. Step by step short term planninglooks like this:
1. Carrying out market research, i.e. the study of customer requests for goods and services. This stage is key, because the whole process will be built on its results.
2. Development of tactics aimed at the implementation of the marketing program. If there are several options for business development, then the least expensive one is chosen.
3. Drawing up an operational plan. This document must clearly spell out the list of goods, their places of sale and activities aimed at promoting products.
4. Budget calculation. This step involves the analysis of the covered market segments and the allocation of financial resources between them.
5. Implementation of the plan and control over the course of actions.
It should be noted that the more detailed all stages of marketing are thought out, the more correct the financial assessment of the enterprise, the lower the costs and the more significant the benefits from the commercial activities.
Operational marketing tools
Working on making a profit from a business is based on those components that you have to work directly with. This is:
- products - goods that may be of interest to consumers and will be in demand;
- cost - the funds that will be raised in the sales process, as well as the pricing policy, taking into account all kinds of bonuses, promotions and discounts;
- points of sale - organization of deliveries to already developed areas and sales of products;
- promotion -a set of ways and techniques to familiarize customers with a product and form their understanding of its value compared to other similar products.
These components affect the planning of the sales process, they allow you to determine the requirements of customers for the products they need and make them in demand.
The role of implementing the short-term plan
The value of operational marketing is quite large. Many individuals and legal entities use its tools unconsciously, fragmentarily, but if a specialist is involved in it, then he is able to significantly increase the level of income, form a steady consumer interest in the goods of this particular organization and ensure the development of the company in the right direction.
Operational marketing is a factor that directly affects the profitability of an enterprise over a certain period of time. Skillfully developed tactics allow the company to confidently take its position in the market. But we must remember that it will bring positive results only in combination with long-term planning. Skillfully thought-out operational and strategic marketing will ensure the success of the company, its competitiveness and continuous increase in profits.
