How to build a Marketing Plan: 
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03 - Marketing Strategy

There are 4 steps to prepare a Marketing Strategy:

1. Identifies the market needs (market study)

• Asks customers, prospects, sellers, market study units

• A good strategy takes into account the knowledge that
  everyone in the firm can bring

• Continuous relation with customers (interviews, blog...)

• Prospective analysis (see analysis tables in ch. 12)

• Careful: a cold blood analysis is not enough, be also a bit
  in love with your customers.

2. Choose market targets

Products + customer segments pairs. Ex: corporate credit card Some of them exclusive niches (when possible) Some of them priorities on which to focus efforts With adequate positioning (low cost or upscale)

3. Define market shares goals
    (or other market performance benchmarks,
     overall or for some products)

=> From them calculate Multi-annual sales growth objectives

4. Prepare adequate selling / distribution channels

Notes:

• No priorities => dispersion of energy
• Too small and static market shares => no future

This page last update: 08/04/13      Disclaimer / Avertissement légal 

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