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Marketing Strategy
Marketing Network


Whether your firm is a new venture start-up, a developing business or a mature organisation, healthy demand for your products and/or services requires effective branding, loyal customers and value in intangible assets.

Marketing successfully means you must decide on the right product and/or service features, pricing, where to sell and the level of investment you will make in communicating these factors. Moreover, marketing requires ongoing value enhancement and careful monitoring of customers and competition.

What is marketing?

Good marketing ensures that selling becomes superfluous and human and social needs are delivered profitably. In other words, marketing creates, communicates and delivers value to customers by managing relationships that ultimately satisfies the expectations of the organisation and its stakeholders.

Marketing is both an art and a science. It is fair to assume that a degree of selling is inevitable. However, such selling is reliant on the science that provides a clear understanding of customers and what makes them willing to buy.

Goods, services, events, experiences, people, places, properties, organisations, information and ideas are all potentially available for exchange between marketers and their prospective customers. This is achieved through turning needs into wants and increasing demand from targeted prospects based on valuable propositions skillfully communicated via various channels, the supply chain and other relationships.

Effective marketing is holistic and links the internal environment with external relationships through integrated performance.

Paradox Strategic Management has first-hand experience in integrated marketing and we can assist you with the following;

  • Developing marketing strategies and tactics (Marketing plan development, understand the value chain and the delivery process, core competencies, defining the corporate and business missions, assessing growth opportunities, resource assignments, diversification options, integrated growth, cultural considerations, situational analysis, strategic positioning, project formulation and implementation)
  • Capturing market insights (Marketing information systems analysis and development, intelligence, surveillance and records management, macro environmental analysis, demographic forces, economic and socio-cultural analysis, technology and innovation opportunities, market research systems and processes, measuring success, forecasting and demand measures)
  • Connecting with customers (Creating value, satisfaction and loyalty from the customer’s perspective, maximising value over the customer’s lifetime, customer relationship development, database marketing, influencing customer behaviour, psychological processes, the buying model, consumer decision making, organisational buying and participation, procurement and buying processes, business-business customer relationship management, the role of governments and institutions, market segmentation, consumer segmentation, business segmentation, target markets)
  • Creating strong brands (Developing brand equity, strength measures, brand strategies, customer equity, positioning development and communication, product life-cycle strategies, competitive forces, competitive analysis, competitive strategies)
  • Shaping market offerings (Product categorisation, differentiation, product and brand relationships, packaging, labelling, warrantees and guarantees, marketing services, service branding, product-support services, understanding pricing strategies, pricing responsiveness)
  • Delivering value  (Developing marketing channels and value networks, channel design, channel management, integrated channelling, managing channel conflicts, cooperation and competition, e-commerce practices, retailing, private labelling, wholesaling, logistical considerations)
  • Communicating value (Understand the marketing communications mix, communicating effectively, integrated communication, developing and managing advertising, media types and effectiveness measures, sales promotions, events and experiences, direct and interactive marketing, word of mouth, developing and managing the sales force, personal selling)
  • Creating long-term growth (New product choices and development, ideas generation, commercialisation, consumer adoption, organisational change, competing globally, foreign market considerations, entry considerations, marketing globally, country-of-origin effects, organising for global marketing integration, trends and emerging practices, marketing internally, socially responsible choices, implementation, evaluation and control, scenario planning and business modelling)

Price elasticity:
The degree to which the price of a product or service can change without customer demand changing correspondingly.

Focus group:
A discussion group consisting of specially selected individuals where researchers collect data and obtain rich insights and to help determine market and product potential.

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Strategic Marketing Plan

Market Research
Promotion of Products, Price and Place
Marketing Target Graph
Direct Sales