We prefer to organize these objectives into these four buckets and have provided some examples of each: Financial Strategic Objectives Financial Growth: Expand sales to existing customers.
Share 45 Shares A well defined and feasible marketing strategy makes meeting customer needs a likely and attainable goal. And while most companies do great marketing, only a few have created brand attachment and customer loyalty through their marketing practices and tactics. A company wanting to secure a certain share of the market, should ensure they clearly identify their mission, survey the industry situation, define specific objectives and develop, implement and evaluate a plan to guarantee they can provide their customers with the products they need, when they need them.
Of course, the central objective of any company will be customer satisfaction so they may dominate the market and become leaders in their industry and thus providing substantial business satisfaction. In order to do that, three phases of marketing strategy must be perfected to create delight in their customers and beat out the competition.
Planning Phase The planning phase is the most important as it analyzes internal strengths and weaknesses, external competition, changes in technology, industry culture shifts and provides an overall picture of the state of the organization. This phase has four key components that will provide a clear diagram of where your company is and what it is doing.
To maximizes strengths and minimize weaknesses an organization must perform the following: Marketing program — Once the needs of the customers have been determined, and the decisions have been made about which products will satisfy those needs, a marketing program or mix must be developed.
This marketing program is the how aspect of the planning phase, which focuses on the 4Ps and the budget needed for each element of the mix. Set marketing and product goals Once the customer needs are understood, goals can be set to meet them, thus increasing the chances of success with new products.
Find points of difference: For example, your product could be longer lasting, more accessible, more reliable or very user-friendly so the buyers will choose it over the competition each time.
Through emotional and mental marketing customers will associate your brand with their solution and eliminate choice. Market-Product focus and Goal Setting — Once the questions of where the company stands and what it wants to achieve are answered, the next step in the planning process is determining where the resources will be allocated, and how to turn plans into focused action.
To do this, customers should be divided into segments to determine what specific marketing technique will reach each targeted group and what each group needs. Next measurable goals should be set to get the needed products to the various groups, thus fulfilling the marketing objectives.
And as well, if customers are grouped by their common response to marketing, then the cooperation will know the right decisions to make to reach that specific market segment. Implementation Phase The implementation phase is the action portion of the process.
If the firm cannot carry out the plan that was determined in the early stages, then the hours spent planning were wasted.
However, if the planning was adequately and competently structured, then the program can be put into effect through a sales forecast and a budget, using the following four components. Obtaining Resources — sums of cash to develop and market new products.
Designing marketing organization — there should be put in place a marketing hierarchy to properly see the plans to fruition.
Developing planning schedules — time needs to be allocated to specific tasks so they can be accomplished.
Executing the marketing plan — effectively executing the marketing plan will take attention to detail, and focus on the strategy and tactics defined in your marketing plan. Evaluation or Control Phase The evaluation phase is the checking phase.
This process involves ensuring that the results of the program are in line with the goals set.
The marketing team, especially the manager will need to observe any deviations in the plan and quickly correct negative deviations to get back on course; for example fluctuations of the dollar creates a lesser need for the product than in the past, then the production of said product should be repurposed for a new more desired item.
And they should exploit the positive divergences as well, for example if sales are better than predicted for certain products then there could be more resources allocated to greater production or distribution of the same item.
A few ways to evaluate the effectiveness of your marketing strategy include paying attention to: Strategy versus tactic — strategy defines goals and tactic defines actions to achieve goals.
Actionable versus Contingent — According to Inc.he Turnaround Strategy is a retrenchment strategy followed by an organization when it feels that the decision made earlier is wrong and needs to be undone before it damages the profitability of .
Jun 29, · The five-step strategic marketing process explained. Includes detailed guidelines for establishing a company mission, analyzing the market, forming marketing objectives and evaluating progress. The next step in the process is to build out the remainder of your marketing toolkit.
This might include one-page “sales sheets” that describe core services offerings or key markets served.
In addition, there may be a brief “pitch deck” that overviews the firm or key offerings and an e-brochure about the firm. Your marketing strategy can be one of the most powerful parts of your business plan.
Here are a few tips to keep in mind as you write your marketing strategy section so you can make it as effective and relevant as possible. A good marketing plan spells out all the tools and tactics you’ll use to achieve your sales goals.
Write down a short list of goals—and make them . The product marketing process is the pipeline from strategy to implementation for a product marketing campaign.
To be successful, this process focuses on making sure the product continues to meet the needs of customers throughout the product cycle.