the strategic marketing team plan part one
DESCRIPTION
Part one of a series of slides and notes related to a strategic marketing plan. The Strategic Marketing Team professes a reliance on fundamentals and technology.TRANSCRIPT
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The Strategic Marketing Team
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The Strategic Marketing Plan Part One
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Category and Frame of Reference
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It’s a big world out there
Marketing efforts can get lost
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A good marketing plan, like all good plans, starts with a map.
You need direction and focus
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Where do you start?
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In order to construct a map, you need to know the terrain
(your industry) and surrounding wildlife
(competitors).
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This is where your marketing research starts to pay-off.
Indeed, the first section of a strategic marketing plan involves researching the
competitors and your organization
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Applying the Research
The strategic frame of reference portion of a strategic marketing plan serves as the foundation – the foundation of your map.
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It is at this point that the external and internal forces related to the company or specific brand is illustrated and recorded. Don’t worry too much about the analysis and in-depth review at this point.
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Strategic Frame of Reference
A.Historical Reference - What is the history of this market? Who were key players in the past?
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Early Adopters/Pioneers
Mass Market/Followers
End of Life
Time
Nu
mb
er
of
cust
om
ers
What stage are you on the product cycle?
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Strategic Frame of Reference
B. Current Dynamics - 1. Recent changes in market
share?2. Who are the market leaders?3. Key Players?4. Market Shifts?5. Costs - Pricing6. Competitors – Just a list at this
point
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Strategic Frame of ReferenceC. Forecast and Projections - What macro
and micro forces in the target market and economy might improve or challenge your product or service?
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The plan
So up to this point, we have laid the framework and foundation for a strategic marketing plan. It should look something like this at this point:
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I. Market ResearchA. Category – Frame of Reference
A. HistoricalB. Current
Recent changes in market share?
Who are the market leaders Key Players Market Shifts Costs Pricing Competitors
C. Forecasts and Projections
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NextIn Part Two we will cover the relationship between your product and the market: Positioning. Positioning includes among several factors: Compelling Points of Difference and parity, customer and competitive analysis, segmentation, etc.