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 |
| | | | | |
| | | | | |
2 Key Performance Indicators
|Quality Issue: |Performance Indicator: |
| | |
|Week Number |Measurement |% Change |Action Taken |
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| | | | |
3 Campaigns
|Campaign: |Week Number |Completed OK |
| | | |
|Action: |prepared |submitted |distributed |
| | | | |
| | | | |
Document History
|Tool Used | |
|File Location | |
|Version |Date |Changed By |Changes |
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