Types of marketing strategies

· Strategies based on market dominance - In this scheme, firms are classified based on their market share or dominance of an industry.
o Leader
o Challenger
o Follower
o Nicher

· Porter generic strategies - strategy on the dimensions of strategic scope and strategic strength. Strategic scope refers to the market penetration while strategic strength refers to the firm’s sustainable competitive advantage.
o Product differentiation
o Market segmentation

· Innovation strategies - This deals with the firm's rate of the new product development and business model innovation. It asks whether the company is on the cutting edge of technology and business innovation.
o Pioneers
o Close followers
o Late followers

· Growth strategies - In this scheme we ask the question, “How should the firm grow?”. There are a number of different ways of answering that question, but the most common gives four answers:
o Horizontal integration
o Vertical integration
o Diversification
o Intensification

· Marketing warfare strategies - This scheme draws parallels between marketing strategies and military strategies.