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Strategic Marketing Planning
In order to convert ideas into strategies, and strategies into action,
we often recommend a structured Strategic Marketing Plan. This would
include a full evaluation of client and competitor analysis, product
and pricing strategies, market segmentation and positioning strategies
as well as clearly targeted promotional, exhibition and PR activity.
Marketing can be very cost effective providing it is focussed
properly, and the Strategic Marketing Plan provides that focus.
A Strategic Marketing Plan fundamentally differs from a Business Plan
as it looks in depth at the Marketing function. Its similarity is the
"strategic" element - in particular linking objectives, strategies and
tactics together with measurements, monitoring and controls to ensure
thorough implementation.
The starting points for a Strategic Marketing Plan are often a S.W.O.T
Analysis (Strengths, Weaknesses, Opportunities and Threats) and a
M.O.S.T Analysis
The main areas covered in a Strategic Marketing Plan include the following
Marketing mission
Marketing audit
Market segmentation
Positioning strategies
Marketing mix
Product and branding strategies
Pricing strategies
Channels of distribution
Advertising strategies
Sales promotion strategies
Internet marketing strategies
Trade show strategies
Public Relations strategies
Overall marketing objectives and strategies
Marketing tactics, time scales and responsibilities
Marketing budgets
Monitoring and control procedures
Implementation methods
However, a plan on it's own can often lead nowhere, and we recommend
external and objective assistance from us in implementing the plan.
All quotes are taken directly from written references, and originals are available on request. For details of recent work,