Strategic Marketing
Make choices about which customers to serve, how to win and what to measure.
Cheat sheet
Make choices about which customers to serve, how to win and what to measure.
What to check first
Compare willingness to pay, capacity and contribution per tailoring hour for both segments.
How to make the call
Pilot occasion wear and reserve capacity for alterations. Track hours after returns.
AMA · What is marketing? · further reading for marketing foundations
Indian practice case
Fictional scenario
A Surat apparel maker can target occasion wear or discounted basics. Its tailoring capacity is 200 orders monthly.
Reveal the step-by-step solution
- Diagnose the problem.
Compare willingness to pay, capacity and contribution per tailoring hour for both segments.
- Work through the evidence.
If occasion wear earns ₹600 in two hours and basics ₹220 in one hour, occasion wear earns ₹300 per hour versus ₹220.
- Recommend and validate.
Pilot occasion wear and reserve capacity for alterations. Track hours after returns.
More Indian cases
Interview question
How would you use strategic marketing to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
If occasion wear earns ₹600 in two hours and basics ₹220 in one hour, occasion wear earns ₹300 per hour versus ₹220. Pilot occasion wear and reserve capacity for alterations. Track hours after returns.