Strategic Marketing Plan

Phase 1

Situation Analysis: Defines the market dynamics and identifies client’s position in the market as it currently exists and will summarize the current situation from an internal and external perspective.

Industry Overview: Defines the current market situation and explores market trends and product consumption.

Differentia Profile: Identifies key players in the market and defines their positions, strategies and initiatives. This section is designed to give the client a clear understanding of the competitive dynamics of the marketplace and will provide you with valuable information for developing your future strategies and target markets.

Client Profile: Provides an analysis of each of the potential target markets, regarding their use of the product and the factors affecting their buying process. This information is gathered using a variety of research tactics and may include contacting several organizations within each category to gather facts about the buying process.

SWOT Analysis: This provides an in-depth view of the strengths and weaknesses of his or her organization, both from an internal and external perspective. It also defines potential opportunities and threats.  This section is critical because it provides an objective summary of both perceptions and issues that will affect the success of future marketing efforts. The information is gathered using various research techniques and requires that we have access to a client’s sales force, key personnel and in some cases customer base.

Target markets: Key target markets will be identified given the competitive situation, growth potential and product offering of the client. These markets will provide the best opportunity to develop strong brand awareness and will maximize the potential for both market share and revenue growth.

Phase 2

Key Objectives: Once all the information is gathered during Phase I of the plan, together we will work as a group to define the key objectives that will be instrumental in developing future strategies and tactics. 

Positioning: After reviewing the industry, competitive information, company objectives, we will then define the client’s new positioning in the marketplace. It will tie directly to the company’s strengths and will reinforce its objectives and strategies.

Summary:  A summarization of all relevant factors and information will be completed prior to developing strategies and tactics.

Phase 3

Strategies:  Next we will develop marketing and communication strategies that support the positioning and key objectives. These strategies will address channels of distribution, as well as define key messaging.

Tactics:  A list of marketing and communication initiatives that support and reinforce the company’s positioning, objectives and strategies will be developed. We will identify and produce the marketing support tools that provide the largest return on investment and ones that will substantially increase a client’s brand recognition and market share. 

The Strategic Marketing Plan is a comprehensive effort that will allow a company to direct its resources toward achieving a common goal. It has been our experience that an in-depth plan plays a vital role in developing accurate messaging and provides a forum for consistently delivering those messages to your marketplace. It is the one document that ensures that every dollar spent on your efforts reinforces the corporate objectives, identity, image and brand.