Coordination of marketing strategy with business strategy by reference points theory

Abstract

Nowadays presenting the best strategy of marketing is major Problem of Producing Companies, managers. They try to apply various techniques to get the best performance. Via designing organizational units and determining organizations and interior sections, organization's tasks are divided among major units and it makes possible to standard the works and specialize personnel's actions. But the organization's success to get to goals requires to coordinate the above mentioned actions. In fact, without coordination, probability of delay and timer wasting in execution projects, plans and actions in crease, and the organization may confront with inability and lack of success. Food stuff industries include of producing companies which follow competitive and marketing strategies, to get to their goals. The research presents a model according to reference points theory to coordinate business level strategy and marketing strategy (SRPS). In the literature of management theories, three coordination models can be recognized including Logic model, Natural model and multiple model. In the article after analyzing the subject's Literature and philosophical and logical principals of strategic reference points , according to Hall view point: (two reference points of competitive rate) Low/high and (concentration focus) interior/exterior were considered as preferred reference points.

According to the points, marketing strategy and business strategy were determined and then relationship between various types of strategies were analysed. Statistical society of the research, are Food stuff producing companies of Ahvaz city. The research data was analysed by statistical methods and results show that there is coordination between opportunism strategy and influence marketing strategy in mass market strategy, analyzer strategy and marketing strategy of developing market and also distinguisher defender strategy of and marketing strategy of increasing using rate and in the condition it has better performance in comparison with the other conditions.