THE MARKETING STRATEGY PLAN Structure -Guide

Supporting Courses

EXECUTIVE SUMMARY

Short resume for managers/readers of important facts, issues, analysis, consequences and Recommendations/Conclusions Background, Plan purpose, Time frame, Geography, Offering area and Value propositions.

TERMS OF REFERENCE. Mission ,Vision, Values and Objectives (if existing) Problem formulation, Methodology Research Methods Research Design ResearchStrategy Reserch Methods Data Collection LAW SOL ECONOMY

MARKETING AUDIT - AS - IS situation

Analysis of the External and Internal situation Opportunities and Threats in the Market Place The Internal Strengths and Weaknesses.

EXTERNAL Branch Analysis (Porters 5 forces) Osterwalder Canvas Market Size, Growth and Trends PESTEL Customer/Segment Analysis Buying Behavior of the Buying Center Competitive Analysis and Benchmarking INTERNAL Portfolio Assessment (Boston) 7 p`s AS IS Status Value Chain/Supply Chain Leadership and Organisation Competitive ability

Research Methods Problem Formulation Toulmin Argumentation

SWOT and TOWS format. Deside and select the ISSUES to resolve

The SWOT and TOWS can be used to pinpoint important Issues and Action priorities
Specifig, Measurable, Agreeable, Realistic and Time based

TO - BE: MARKETING OBJECTIVES SMART. Profit Customer Sat Employer Sat Market Share, and TO BE MARKETING STRATEGIES Growth Strategy Segmentation Strategy & Value Proposition. Customer Relation and Sales Strategy Competitive and Positioning Strategy Innovation Strategy
Toulmin Argumentation Activity based Costing Economy

Anshoffs Growth Matrix M.Porter Generic Strategies Manning M.Porter Osterwalder & Pervaitz models

TO BE: Value Proposition and Business Marketing Mix Deciding the 4-7 P`s including Sales and Relation decitions for the next period(s)
PROGNOSIS/CONSEQUENSES of the recommended Marketing Strategy or Plan (Evaluate 3 alternatives and decide based on fulfillment of objectives)

Toulmin Argumentation Economy

ACTION & IMPLEMENTATION PLAN shorter term Conclusion - answer to the problem formulation

Who do What When? What is the Effect and Cost and thus Contribution of actions.