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Marketing Strategy and Operation

Alignment

Sensible changes in one or more of the 4Ps affect the positioning of a product. The

positioning is built by what the product is and what it is used for, but also by the price

and payment facilities, the means or the place through which we can access it, and the

communication and promotion we use to bring it closer to its public.

All marketing mix elements must work in alignment and in a harmonious way to build

our desired marketing positioning. Once the marketing strategy has been defined, we

must avoid changing through the operational execution of the marketing plans, as, in

this case, the positioning we will finally build is not the one initially intended.

Nevertheless, our strategy must allow for some adaptive flexibility to evolve with the

natural and regular market changes.