Every marketing strategy is based on three pillars : the products, the market and the customers. The strategies can be seen from different angles: according to the level of aggresivity of the strategy, to the level of risk, to the market differentiation and according to the approach by loyalty or penetration.

An offensive or a defensive strategy:

The strategy we have decided to practice is an offensive and a development strategy. In other words we will try to win new customers and enhance the range offered to existing customers.

We have seen that the market is growing so a gain of new customers is widely considered. Although the range of services Nagelmackers offers is already comprehensive, our environment analysis has shown that we needed to develop some services and to specialize in it.

And all of this while retaining existing customers.

A risky or a safe strategy:

Depending on whether we seek to develop new services or to conquer new markets, the risks for the business will be greater or lesser. Clearly, innovation services, customer expansion or diversification into other market are riskier than retaining existing customers by current services sold in today's market.

Strategy using the market position:

According to Philip Kotler, the chosen marketing strategy also depends on the occupied and especially desired competitive position by the company in its market. There are four positions: leader, challenger, follower and specialist.

Nagelmackers aims the leader position regarding inheritance and tax optimization.

The approach by loyalty, penetration, innovation or diversification:

To grow, a company will be able to play on three variables: services (existing or new), customers (existing or new) and the market choice (existing or new). Any combination of these variables will determine a strategy model.

For Nagelmackers, we have identified two types of strategies:

• Sale new products in existing markets with existing customers, meaning restore customer loyalty through innovation.

• Sale current products in existing markets to new customers, meaning customer expansion through intensification.

In a nutshell, here is the strategy we want to apply for Nagelmackers:

➢ On one hand an aggressive strategy because, even though it is potentially risky, we want to win new customers by differentiation, while having a follower position. Broadening the customer base through intensification.

➢ On the other hand a development strategy because we want to improve the range offered to existing customers by differentiation to achieve a leading position in the inheritance and tax optimization. Customer loyalty through innovation.