What will the world be like when we win.What value we offer our target market and why we’re better.

Inputs

Outputs

Diagnosis

Where are we?

Prognosis

So what?

Business Strategy

Where are we going?

Marketing Strategy

How will we get there?

Marketing Plan

Company

·         Skills

·         Experience

·         Resources

Performance data

·         Quantity

·         Quality

·         Reputation

Motives

·         Passions

·         Shareholders

·         Stakeholders

Context

Facts, trends

·         Social

·         Technological

·         Economic

·         Political

Consumer Demand

·         Motivation

·         Segments 

Competitive Forces

·         Buyers, suppliers

· Existing and  new competitors

·         Alternatives 

Society Expectations

·         Ethics, citizenship

Strengths

·         Things to focus on

·         “Our ability to…”

·         Core Competencies

Weaknesses

·         Things to avoid, protect against , compensate for

·         “Our inability to…”

Opportunities and

Threats

·         How likely?

·         So what?!

Options

Substance

·         What products?

·         What markets?

Style/ Focus

·         Operational

·         Customer

·         Innovation

Value Proposition

·         More for more

·         Same for less

·         New game

Vision

·         What motivates us

·         Goals: What will the world be like when we win

Mission

·         Who do we serve

·         What value do we offer

Distinctive Competence

·         What makes us better, unique, distinctive

Components

·         Strategy

·         Staff

·         Structure

·         Style/ Culture

·         Systems

·         Skills

·         Shared values

Positioning

·         Statement of what we are best known for

·         What value we offer our target market and why we’re better.

Marketing Mix

Product

·         services, people, and processes

·         packaging

·         partners

Price

·          What we have to give up to get something

·         Purchase

·         Transaction

·         Operating

·         Opportunity

Promotion

·         Advertising

·         Public relations

·         Customer relations

· Integrated:same messages from all sources over time

Place

·   Channels of distribution

Objectives

·         Plan, action or expected result

·         Specific (what by when)

·         Motivational

·         Measurable

Action Plan

·         Roles and responsibilities

·         Who does what by when

·         Deliverables

Budget

Performance Measurement

·         Early warning system

·         Diagnostics, causes

·         Contingencies

Check

·         Strategic fit

·         Financial fit (can we afford it?)

·         Operational fit (Can we do it?)

Who?

Customer Profile

·         Demographic

·         Lifestyle

·         Behaviour

Why?

Positioning

·         Promise, benefit (better, different, cheaper)

·         Personality

·         Competitive advantage

What?

Product

Service

Price

Distribution channels

Business Model

(How will we make money?)

Current State

vis a vis us

·         Awareness

·         Attitude

·         Need

Why not?

Barrier to purchase

·         Awareness

·         Price

·         Timing

·         Compatibility

·         Risk

Removing barriers

Promotion

·         Messages

·         Communication channels

o   Owned, earned, and paid media

Source of inputs

Partners