Strategic Marketing Management

This report explores the role of strategic marketing in organizations, the process involved in strategic marketing, and the linkage between strategic marketing and corporate strategy. It also discusses the value of models used in strategic marketing planning and the links between strategic positioning and marketing tactics. The report includes insights into market segmentation, targeting, and positioning strategies used by McDonald's.

STRATEGIC
MARKETING
MANAGEMENT

EXECUTIVE SUMMARY:
Strategic marketing is a process which is adopted by firms of development of a plan of
action which are based on certain factors such as customers satisfaction level, external
environment etc. for development of competitive advantage and core competencies in the
market. This report is based on McDonald's which is a American fast food store which is having
a world wide presence. There are many various approaches which are used in this report such as
SWOT analysis, PESTLE analysis which will help McDonald's in forming their strategies. There
is a link between corporate strategy and strategic marketing, which helps in analysis of process.
Such tools and techniques are very helpful in development of strategic marketing plan which will
include various factors related to external and internal environment of company.

Table of Contents
EXECUTIVE SUMMARY:............................................................................................................2
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Role of strategic marketing in Organization.........................................................................1
1.2 Process involved in strategic Marketing...............................................................................3
1.3 Linkage between strategic marketing and corporate strategy:..............................................4
TASK 2............................................................................................................................................5
2.1 The value of Model used in strategic marketing planning:...................................................5
2.2 - The links between strategic positioning and marketing tactics..........................................6
2.3 Merits of Relationship marketing in a given strategic marketing Strategy:..........................8
TASK 3............................................................................................................................................9
3.1 Appropriate Marketing to establish opportunities and growth in market. ...........................9
3.2 Plan how to use marketing Strategies in the market:..........................................................12
3.3 Appropriate marketing objectives for Market. ...................................................................13
Task 4.............................................................................................................................................14
4.1 Impact of changes taking place in the external environment for making a marketing
strategy......................................................................................................................................14
4.2 Internal analysis to identify strength and weakness of marketing strategy:........................14
4.3 Proposed strategic marketing responses with the key emerging themes in a marketing
strategy......................................................................................................................................15
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18
Books and Journals .......................................................................................................................18
.......................................................................................................................................................18

INTRODUCTION
Strategic marketing can be defined as a procedure which is used for development of plans
and strategies which is considered for increasing customers satisfaction. This is a tool which can
be used for getting a competitive advantage from various rival firms and management will be
able to differentiae their products from other competitors. With the help of strategic marketing
plan organization will be able to meet their objectives and this will help in development of plan
and various objective swill be achieved through this marketing plan(Brooksbank, Subhan, and
Miller, 2018). This report is based on McDonald's which is company founded in the year 1940
in America. Its headquarters are present in Chicago, United states and they are having world
wide presence. This report includes some topics which are various techniques, tools sued for
making strategies of marketing, This report includes explanation related to different methods
which companions used to make strategic marketing techniques. With he help of this a firm will
be able to attain overall objectives in an effective manner.
TASK 1
1.1 Role of strategic marketing in Organization
Every marketing plan plays a very important role in removing all the barriers which can
occur in the process of maximization of profits. Marketing strategy performs the function of
supervising all the activities related to selling and this assists in smooth performance of every
functional division in company. Strategic marketing is used for environmental analysis,
analysing various rivals in the market and prediction of coming trends. On the other hand,
Tactical marketing is a action which is used for implementation of marketing strategies in
companies(Camilleri, 2018). If organisation is having a motive of increasing the profit
percentage then in this case the tactics they will be using is reduction of cost which will help
them in increasing the profit percentage. Below mentioned is the difference between strategic
marketing and tactical marketing as two important tools used by organisations:
Strategic marketing Tactical marketing
Strategic marketing consists of those activities
which can help in achievement of overall goal
This deals with strategic plan being supported
by overall actions of company.
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set by the organisation
The time frame in case of strategic marketing
is for long term
In case of tactical marketing the time period
involved is short term
This can be unstructured and is related to
external environment of the organisation
Tactical marketing is structured and this is
related to internal functions and operations in
business
Example of strategic marketing in companies
is launching of a new product(Chiarini, 2015).
Example of this tactical marketing is price
discounting which can be used as a tool of
tactical marketing in organisations.
Strategic marketing is basically concerned with
defining the market and developing a
competitive position in the market.
Tactical marketing is used in case of day to day
marketing of companies.
Marketing strategies outlines overall mission, vision and marketing goals which help in
achievement of organizational goals using some strategic tools. The marketing mix consists of 4
P's which are products, price, place and promotion(Chernev, 2018).
 Product: This refers to products which are sold by the organizations to their customers.
In case of McDonald's comprises of various beverage and food related products which
are burgers, snack, deserts etc.
 Price:It refers to the prices of the products which impacts the buying decision of
consumers. McDonald's uses two types of pricing strategies:
Psychological strategy of pricing: This is one of the pricing strategy which is
dependents on consumers perception. McDonald's tries to keep its prices low so as to impact
consumer's psychology.
Bundle strategy pricing: This pricing strategy attracts customers with bundle of offers
being offered by McDonald's such as Happy meal.
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 Place: It refers to the place where products are being sold. McDonald's is using e
commerce as a source of having online presence which helps in increasing their customer
reach.
 Promotion: There are various promotional activities which companies undertake in order
to increase their sales. McDonald's uses digital media sources also to inform and persuade
their customers.
1.2 Process involved in strategic Marketing
Step 1: in this step organizations try to define their goals, that is overall mission and
objectives. Mission statement is reason behind existence of every organisation. This helps
Companies in gaining a competitive advantage by companies. The vision statement of
McDonald's is to provide a place to their customers which is unique and a best experience in
terms of ambience & the quality of food. This mission statement is related to overall gaols and
objectives of companies(Lee, Kozlenkova and Palmatier, 2015).
Step-2 : Review of position:
After mission, goals and objectives are set the next step is to review the overall position of firm.
Consumers are also analysed in this step which is related to market analysis, carrying out
PESTLE analysis and internal analysis of the company through SWOT analysis. MacDonald's
will also be using these tool in order to analyse the company based on various different aspects.
Step-3 Formulation of strategies of marketing:
After the organization has understood what is the mission statement and perception of their
customers. In the next step overall marketing strategies of firms keeping in consideration 4P's
which are price, product place and promotion. In this step McDonald's will try to identify their
target market and target customers. After deep analysis of them various marketing startegis will
be formed by company(Lidstone and MacLennan, 2017).
Step-4: Execution and Implementation:
In this step McDonald's will be implementing the overall strategy which they have formed in the
earlier mentioned steps. They will have to consider ways which can help in enhancement of
overall process and making important modifications.
Step-5: Evaluation and modification:
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This is the last step in this the results of the earlier implemented strategy is evaluated and if there
are any modifications required then those have to be done in this step. McDonald's will b
evaluating their overall Strategy formulation in this step.
1.3 Linkage between strategic marketing and corporate strategy:
Strategy is a process or a plan which is to achieve a anticipated goals of organization. Strategies
helps in communication of the unique position of firm in the market with the help of various
marketing tools(Pedron. and2016). Such techniques help in creation of a differentiation position
in the market. There are three levels of strategies in organizations:
Strategic marketing and corporate strategy are two poles which are opposite of each
other. Strategic marketing helps in laying down a framework to attract more customers with the
help of products and services which the organization is dealing in. whereas corporate strategy
acts as a guide which helps organizations in knowing what is the work which they have to do and
in which direction(Paley, 2017). The structure of both the strategies is same but the purpose for
4
STRATEGY
CORPORATE
STRATEGY
BUSINESS UNIT
STRATEGY
FUNCTIONAL
STRATEGY

which they both re formed are completely different from each other. Also, various element which
these strategies are dealing in are almost similar to each other but corporate Strategy will be
driving the firm towards achievement of long term goals. Where as strategic marketing are
usually focussed on preparation of strategies for achieving short term objectives of companies.
TASK 2
2.1 The value of Model used in strategic marketing planning:
Strategic marketing plan is a very essential document which is used by organisations to
survive and they use many different strategies in various marketing platforms at a particular
point of time which are digital media platforms, social media strategies, content writing etc.
Marketing plan is very essential to map out various strategies to sell organization's products to
consumers(Milichovsky and Simberova, 2015).
A strategic marketing plan can be referred to as a creative process where organization
aims to execute their marketing strategies and ensure a stability in all business processes. A
strategic marketing plan consists of following stages:
 Positioning of organisation: This component of marketing plan will be used to shape the
existing position of the company based on various financial outcomes. SWOT analysis as
a tool is used to analyse the position of organization.
 Goals & Strategies: A Strategic plan is not complete if the implemented strategies and
goals are not properly stated. The strategies are converted in targets and then into reality
which will help in moving of organizations functions towards accomplishment of goals.
 Evaluation of market opportunities: The strategic plan of marketing should be used to
evaluate various opportunities in market. After market is being evaluated it becomes easy
to understand where should the resources be used(McDonald, 2015).
 Defining the market: Target market is defined which gives the idea of consumers
preferences and demands, needs, desires after doing the research.
 Budgeting: Strategic plan is completed when budget is prepared and implementation is
done. There are many important decisions made at this phase which are allocation of
responsibilities.
One model which is being discussed in the marketing strategy is the Ansoff Matrix.
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 Market Penetration: This is the strategy which is used by the organizations to increase
the sale of their existing products in the market. McDonald's will be using this strategy to
grow their market in which various elements of marketing mix will be used to penetrate
in the existing market.
 Product Development: This strategy is more risky in comparison to market penetration.
Product development will be used by firms to increase the sale of new products in the
existing market. McDonald's will be changing some aspects of their marketing mix which
can be promotion, product will be changed in this Strategy.
 Market Development: This strategy is having more risk and is complex in
understanding the market. Existing products are used and they are introduced in the new
market. McDonald's will be doing change in the marketing mix is considered as a route
used for distribution of products(Lidstone and MacLennan, 2017).
 Diversification: This strategy is involving highest risk as compared to all the different
strategies. McDonald's will be using this strategy when they are willing to diversify
themselves into a known area.
2.2 - The links between strategic positioning and marketing tactics
Segmentation, targeting and positioning is a analysis which is conducted by the
marketing managers of McDonald's so that they are able to analyse the overall effectiveness and
after that various strategies can be formed in accordant with the situation. After evaluation of the
information collected by the manager of the company and STP analysis is described as below:
 Segmentation: It is referred to a method which organizations use to do analysis and then
identify the requirements of customers. In this customers requirements are identified and
then various segments are formed in the market place. In this customers of same group
are divided into segments. McDonald's divide their customers based on these four
segments of market is divided which is demographic, geographic, psycho graphic and
behavioural.
Type of segmentation Criteria Target segment of
McDonald's
Geographic In this McDonald's uses a In this company tries to select
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segmentation criteria based on
density and region.
a international and domestic
geographic area.
Demographic Criteria used for various
segments are gender, age,
income, occupation and
various stages of life
cycle(Lee, Kozlenkova and
Palmatier, 2015).
McDonald's is focussing on all
segments of customer who are
between the age group of 8 to
45 years of age.
Behavioural Criteria selected for this
particular segment are
personality, loyalty, benefits
and status expected.
In case of McDonald's they are
using of customers who are
loyal and who are switching
over brands.
Physco graphic Criteria for this segment are
lifestyle and social class.
McDoanld is segmenting their
customers based on social
class which are lower class,
middle class and working
class.
 Targeting: This is defined as a method which organizations determine, so that they are
able to develop and customize their products according to the requirements of their
customers. In context of McDonald's the brand is targetting all segments of customers
which can be kids, family and teenagers. After that according to the expectations of those
customers various products are customized in terms of flavours, content and also price.
 Positioning: This can be defined as a technique which is adopted by the company so that
they are bale to develop various concepts and image in mind of their potential customers.
Through this company can reach to their customers. In case of McDonald's it is gaining
popularity between children and this is helping them to create a effective position in the
market(Kitchen. and Burgmann, 2015).
By evaluation of such factors project manager of company will develop strategies which
are related to business operations and through their products which can attract more customers.
This will help in attracting large number of customers which can help them in earning higher
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profits and increased market share. Which will lead to achievement of overall objectives of
company.
2.3 Merits of Relationship marketing in a given strategic marketing Strategy:
Relationship marketing is also a form of strategy which is designed to create more
customers loyalty, increase interaction and consumer engagement for a long period of time. It is
used to develop communication and strong connection with the customers which is for long
period of time. The two major goals of relationship marketing:
Consumer retention: This means various sections of the organization which help in
increasing the loyalty of their customers in the organization. Customer retention programs have
a major aim to provide support for the organization in maintaining their level of sales(Keszey,
and Biemans, , 2016).
Customer satisfaction: This term is related to the amount of satisfaction which a
consumer derives while using the products of organisation. This level of satisfaction further
helps in deciding whether a customer loyalty will be there or not. As a highly satisfied customer
will only be able to do repeated purchase. McDonald's uses various social media platforms to
analyse whether customers are satisfied or not.
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Internal Markets: This market is applied to consumers and employees in the company.
Relationship marketing is used to understand various relationship which helps the firm in
understanding the influence of relationship between organization, providing support in resolving
of issues(Keegan and Rowley, 2017).
Referral Markets:This is also a marketing which works on referral basis and mouth publicity
of family and friends. There are two markets which are non-customer referral markets. In this
referral market do the marketing activity on behalf of the organisation.
Influence markets: This is also a marketing which is influenced by third party decisions
where consumers purchase a products which provides feedback to friends, family and colleagues.
McDonald's is involved in launching of products which belong to the healthy category and has
low calorie contents.
recruitment markets:This is also a type of market which supports firms so that they are able
to get experienced, finest and skilled individuals who value business. Firms always look for a
type of workforce who is having requited amount of skills and competence.
9
INTERNAL
MARKETS
RECRUITMENT
MARKET
SUPPLIER/
ALLIANCE
MARKETS
INFLUENCE
MARKETS
REFERRAL
MARKETS
CUSTOMER
MARKET

Supplier market:This is the market which is surrounded by various partners of organizations
who source various raw materials and equipments which help them in building strategic alliances
and good relations. McDonald's is using the capability of their suppliers to create strong and long
term relationship which is based on supply chain and forming coalition with the suppliers to get a
competitive advantage. This is one of the ultimate goals of this brand.
Customer market: This market deals with the final consumer of products which is used to
attract consumers and retain them in market to achieve overall goals of relationship marketing.
This market deals with the present and prospective customer of the company which will help in
enhancement of sales of company. McDonald's focuses on increasing the satisfaction level of
their customers to maintain their brand image in market(Hallahan, 2015).
TASK 3
3.1 Appropriate Marketing to establish opportunities and growth in market.
McDonald's is a famous brand of food industry. It was founded by Ray Kroc who
basically started a barbeque restaurant and small burger in California. McDonald's was started in
the year 1948, by two brothers Ricahrd and Maurice who started with a small burger restaurant.
McDonald's Chain is expanding both domestically and internationally, in the year 1988 in
Canada. It has successfully expanded to around 10,000 outlets and by 21st century they have
established themselves in approx 100 countries and there is a presence of 3500 restaurants(Felix,
Rauschnabel. and Hinsch, 2017).
There are some major objectives of McDonald's which are listed below:
 Expansion of business throughout the world
 increasing efficiency of operations and enhancement of sales.
 Providing customers with increased quality of food.
To met such objectives, McDonald's follows certain corporate strategies. These are action plans
which are executed by organizations by allocation of resources to be used in production of
products and providing services. McDonald's has adopted various growth strategies which aim
at expansion and growth across the world. Vertical and integration strategy is used which allows
organizations to operate their functions either backward or forward but in the vertical direction.
This helps in overall reduction of cost and enhancing the efficiency by doing cost control and
also control on other related cost of business such as transportation cost which helps in
10

establishment of economies of scale(Cross, Belich and Rudelius, 2015). McDonald's is using
this tool of vertical integration so as to increase their profits while maintaining the level of
reducing cost.
With this McDonald's is using expansion strategies in new markets and various other locations
which will help them in achieving horizontal growth. Presently McDonald's is having around
37,855 stores till 2018.
The above represented graph is based on the corporate objectives of McDonald's, which is that
this company is using a marketing strategy approach. This will be helpful for the firm in
achieving the objectives and strategies which will act as a competitive advantage for this brand.
Overall marketing Strategy adopted by McDonald's will help in creating a defensive position in
the market. There are many other strategies being adopted by McDonald's which are product
development in which they have introduced many new products in market such as new flavours
of ice cream, also many flavour shave been added to their vegetarian category of
products(Chiarini, 2015).
Another strategy adopted by McDonald's is the market development in which they are willing to
expand in various different markets across various geographic regions such as countries like
11

Dubai, India and many more countries. They are willing to do modifications according to culture
and preferences of people in such countries as they have realised that giving preference to
customers taste will help them in increasing their profitability, sales and brand image. They have
also tried to become cost leader by using strategy of cost leadership, in which McDonald's have
tried to keep their prices low so that they are bale to attract more customers by offering them
better quality at reasonable prices.
3.2 Plan how to use marketing Strategies in the market:
To achieve various goals and objectives which are set by the marketing department of
company firms formulate various marketing strategies. Such as strategies are type of building
blocks of the marketing plans in a company. They are designed after detailed marketing research
has been done. Marketing strategies allows and helps firms in using resources in the best way. It
helps in enhancing the competitive advantage of companies so that they are able to develop good
and frame their services according to various requirement of their target segment of
customers(Chernev, 2018).
Porters Five force Model:
This model was founded by M.Porter in the year 1979. this is very helpful in developing
and understanding of the overall effectiveness of the company in the market. McDonald's has
also adopted this model as they will be able to get many benefits with the help of this model such
as doing the planning, getting competitive advantage, dealing with their suppliers, customer and
other stakeholders of company. Below is the explanation of this porters five force model:
 Competitive Rivalry: This is a situation when company has to face huge competition in
market. In case of McDonald's who are facing competitive rivalry in the industry in
which they are present. Such as various competitors of McDonald's are Pizza hut. Burger
King, Burger Farm, KFC and others.
 Bargaining power of Suppliers: It can be defined as a factor which is used to determine
the power of suppliers in the industry(Camilleri, 2018). This factor has a great bearing
on company operations such that high bargaining power is not beneficial for companies.
McDonald's the bargaining power is weak as there is high availability of different
suppliers in the market.
 Bargaining power of Buyers: This can be described as a situation which defines the
power of buyers in the market. In case of McDonald's the bargaining power of their
12

customers is high as because customers have a lot of options which are available with
them in the market who are competitors of McDonald's.
 Threat of substitutes: It is the force which is related to availability of substitutes in the
market. In case of McDonald's there are many substitutes which are easily available in
the market.
 Threat of New entrants: It is defined as the factors which describe how much easy it is
for a new company to entry in a new industry. In case of McDonald's there is very high
threat of new entrants in the market(Brooksbank, Subhan, and Miller, 2018).
3.3 Appropriate marketing objectives for Market.
The marketing mix consists of those factors which are very helpful in determining various
options in the market with regard to different aspects such as products, price, place and
promotion. Following steps will help a company in improving their marketing mix:
 Price: It is the value of products which is the buyer is ready to pay for the product.
McDonald's is involved in building many pricing strategies which are very necessary for
them to undertake depending upon the market and their customers. McDonald's tries to
becomes process leader by offering its products at affordable prices to their customers.
They are also involved into various offers and discounts so that they can attract more
customers.
 Place: This is referred to as the location for their customers to have access to a product or
service. McDonald's is having presence in more than 120 countries and they are having
more than 37,885 restaurants across globe. McDonald's is trying to open more
restaurants so that they are able to have wide reach in the market.
 Product: This is referred to as the main part of company which is used for satisfying
their customers. Major products include salads, ice cream, burgers, wraps, beverages and
many more product both in the vegetarian and non vegetarian category. A diverse product
line can help the company in meeting various needs of their target customers.
 Promotion: This is referred to as various tactics which the firms use to make their
customers inform, aware about their products and persuade to buy their products.
McDonald's makes lot of financial investments in various platforms of advertising and
promoting their brand such as electronic media, print media, radio advertisements,
13

hoardings which plays a very significant role in attracting customers and increasing their
overall sales(Banerjee, 2017).
Task 4
4.1 Impact of changes taking place in the external environment for making a marketing strategy
Strategies are made after adequate analysis of competition in the industry. Their major
agenda in this is to evaluate firms opportunities and threats and then they are used to recognize
various conditions of environment which can affect the strategies in market. The analysis of
external environment is very necessary for all companies in market. For this PEST analysis is
done of McDonald's as described below:
Political Economical
This factor is related to various governmental
regulations which can have a influence on the
growth of business. In case of McDonald's
when it was criticized for using unhealthy
ingredients government of some countries
impose heavy penalties and overall regulations
were also increased in UK.
This is the factor which is related to economic
trends taking place in the market which also
has a effect on McDonald's overall
performance. Such as economic growth of
UAE has a effect on McDonald's in a positive
way. McDonald's also has been benefited from
the stability in the economy of UAE.
Social Technological
This factor is related to the overall impact of
consumers behaviour, attitude and beliefs on
the brand which is related to the social trends
being taking place in the market. Such as
when there is increase in the personal
disposable income of people in UK this has
lead to increase in the sales of McDonald's.
The technological factor is also one of the
macro environmental factor which is related to
existence and availability of various
technological changes taking place in the
environment. With the development of internet
many restaurants including McDonald's have
started the usage of applications so that they
can have effectiveness in their overall
operations and functions.
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4.2 Internal analysis to identify strength and weakness of marketing strategy:
Strength
McDonald's has been able to successfully
build a very strong brand image across the
world since this brand has been founded.
This is a brand which has made enough
modification and changes according to the
country in which they are having presence this
has helped them in making loyal
customers(Vellas, 2016).
Weakness
McDonald's has been facing many negative
image recently because of allegations on the
brand that they are using some unhealthy
ingredients which is harming peoples overall
health. This is affecting the image of this brand
in a negative manner.
Opportunities
There is a very good opportunity for
McDonald's that they can make changes in the
present quality of ingredients of their burgers
so that they are bale to attract more customers
with increase in the overall quality(West, Ford
and Ibrahim, 2015).
Threat
There is a very high threat from various
competitors in the market such as Burger king,
and many other new fats food giants which are
gaining popularity in terms of the process and
the quality of food which they are offering
which is imposing increased threat on
McDonald's in terms of reduction in their
overall sales.
4.3 Proposed strategic marketing responses with the key emerging themes in a marketing
strategy
Many years before the biggest breakthrough in industry was the fast food giants which had
changed the people's preference for fine dine restaurants. Many people had made predictions that
digital transformations will be ruling the business and marketing strategy in the coming times.
15

McDonald's has a positive response to the changing patterns as they have able to explore
various channels and changes taking place in the digital technology. McDonald's was amongst
the first fast food restaurants which has implemented the power of buyers. Many new websites
such as Ubereats, Zomato have changed the way such brands are offering their products in the
market. The digital technology transformations have paved the way for increase in the platforms
to reach their potential customers in the market. This tool of digital transformation is allowing
the customers to have more convenience and flexibility in having reach to the products. The
convenience in terms of speed is also increasing because of such development of
brands(Banerjee, 2017).
McDonald's is a brand which is having which is having personalised mobile applications
which will help the people in UAE to avail various products being offered by McDonald's and
use it to order various products.
McDonald's is having a very attractive opportunity that they can increase their sales by
adding a new variant to their exiting range of products which is introduction of products which
are healthy and and having low calorie content, fat which is great opportunity for people to
attract those customers who are health conscious but ta same time want to eat fast food. More
advanced technology should be used by McDonald's which is having low saturated oil, salt and
sugar content in their products such as grilled burgers, healthy salads and wraps. This will help
them in approaching a completely new segment of customers in market.
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CONCLUSION
The role played by strategic marketing in companies is very significant which helps in
outlining the mission, vision and overall marketing goals of company. A marketing strategy can
be successful for the organisation if they are able to make the right combination of price,
product, place and promotion. This report is based on importance of strategic marketing in
evaluation of strategies and linking them to McDonald's corporate strategy. Various models such
as Ansoff matrix, porters five force model, PEST analysis, SWOT analysis is done so that the
concept of strategic marketing can be fully understood. Analysis of marketing technique scan
help a achieving marketing objectives. Targeting of market is to create various growth
opportunities for the organization in market. Marketing strategy allows companies to use the
resources in the optimum ways which helps them in reduction of cost and increase in profit
margins. Overall corporate objectives of McDonald's is also to enhance their relationship with
their customers, increase the quality of their products, increase their sales, expansion of their
market, improving the communication channels. Depending upon such objectives overall
marketing objectives are made. Marketing mix is also a tool which is used by marketers in
forming various strategies. Analysis of such tools and their usefulness in forming various
marketing strategies is discussed.
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