Marketing Strategy Document



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Marketing Strategy Document

Client Website

Version: 1.00

| | | |

|Client: | | |

| | |(client name) |

| | |Date |

| | | |

| | | |

|Account Manager: | | |

| | |(Jon Beal) |

| | |Date: |

| | | |

|Development Manager: | | |

| | |(Tim Smith) |

| | |Date: |

Compiled by: Jon Beal

Date: 7 April 2008

Contents

1 Executive Summary 4

2 Strategy Overview 5

2.1 Purpose 5

2.1.1 Activities of the business 5

2.1.2 Reason for preparing a Marketing Strategy 5

2.2 Business Objectives 5

2.2.1 Achievements to Date 5

2.2.2 Planned Objectives 5

3 Customer Analysis 6

3.1 Target Markets 6

3.2 CUSTOMER QUALITIES 6

3.2.1 Ideal Customer 6

3.2.2 Typical Customer 6

3.2.3 Derived Quality Issues 6

4 Market Research 7

4.1 Research Undertaken 7

4.2 Research Findings 7

4.3 Conclusions 7

5 Competitor Analysis 8

5.1 Companies offering similar services 8

5.2 Conclusions 8

6 Products and Services 9

6.1 Product / Service 9

6.2 Systems and Processes 9

6.2.1 Delivery 9

6.2.2 Support 9

7 Marketing Plan 10

7.1 Objectives 10

7.1.1 Results 10

7.1.2 Channels 10

7.1.3 Costings 10

8 Sales Plan 11

8.1 Product / Service 11

8.2 Expected Level of Sales 11

8.3 Adjustments 11

9 Schedule 12

9.1 Milestones 12

9.2 Key Performance Indicators 12

9.3 Campaigns 12

10 Document History 13

Executive Summary

Strategy Overview

1 Purpose

1 Activities of the business

2 Reason for preparing a Marketing Strategy

Strengths: internal attributes that are helpful to achieving the objectives

Weaknesses: internal attributes that are harmful

Opportunities: external conditions that are helpful

Threats: external conditions that are harmful

| |Helpful |harmful |

|Internal |STRENGTHS |WEAKNESSES |

|external |OPPORTUNITIES |THREATS |

2 Business Objectives

1 Achievements to Date

2 Planned Objectives

Customer Analysis

1 Target Markets

2 CUSTOMER QUALITIES

1 Ideal Customer

2 Typical Customer

3 Derived Quality Issues

Market Research

1 Research Undertaken

2 Research Findings

3 Conclusions

Competitor Analysis

1 Companies offering similar services

Important attributes:

market / finance / operational / r&d / hr

product quality / packaging / advertising / service

shareholders / inventory / financial resources

costs / productivity / technology

|Strengths |weaknesses |Opportunities |Threats |

|s1 | | | |

|s2 | | | |

2 Conclusions

Products and Services

1 Product / Service

2 Systems and Processes

1 Delivery

2 Support

Marketing Plan

1 Objectives

1 Results

2 Channels

3 Costings

Sales Plan

1 Product / Service

2 Expected Level of Sales

3 Adjustments

Schedule

1 Milestones

|Date |Strategy |Objectives |Results |Actions |

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2 Key Performance Indicators

|Quality Issue: |Performance Indicator: |

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|Week Number |Measurement |% Change |Action Taken |

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3 Campaigns

|Campaign: |Week Number |Completed OK |

| | | |

|Action: |prepared |submitted |distributed |

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Document History

|Tool Used | |

|File Location | |

|Version |Date |Changed By |Changes |

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