Strategic Marketing Plan
Busniness Analysis
Research the current situation
Is our business healthy enough and in a save environment to develop its business? We need to be aware what is our current situation before I can set up a marketing plan.
By interviewing the employees I get internal data. The internal data is divided in competitive and financial. The external data I get it by doing online deskresearch. The external data is divided between industry and environmental.
All data I give ratings in a range of 6 wide which result in four averages. The four averages are coordinates which makes a square in the Space Matrix. The part of the square which is most presented conclude the current situation of the company;
Aggressive, Competitive, Conservative or Defensive.
Business Analysis
Research the right direction we should go
Now we know we our current situation. The next step is to research which direction we should to go to. To analyze SWOT data I score all internal and external findings in weight. and ratings.
The total score of internal and external data are two coordinates which represents a square in I/E Matrix; Grow and Build, Hold and Maintain or Harvest and Divest
Product Analysis
Boston Consulting Group &
implementation 4 P's.
We are aware what is our current situation and what is our desired situation. To set up a marketing strategy we must know which products we shoud focus on. Based on market share and market growth I place all products of the assortment in BCG Matrix;
Cash Cows, Dogs, Question Marks and Stars.
If the result of I/E Matrix concludes for instance Grow and Build, we must focus on Question Mark products for getting maximum sales. Our challenge is to make Question Marks into Stars before it become Dogs.
During implementing the marketing strategy I will monitoring the Marketing Mix;
Product, Place, Price and Promotion.