G-STIC Framework

AYESHA KHAN TY-BMS B

ROLL NO: 98
Introduction
 NELSON MANDELA SAID
“Action without vision is only passing time, vision without action is only daydreaming, but vision with
action can change the world.”
 G-STIC FRAMEWORK IS PLANNING MODEL FOR MARKETING BY
ALEXANDER CHERNEV
 G-STIC FRAMEWORK COMPRISES OF 5 ACTIVITIES
 GOALS
 STRATEGY
 TACTICS
 IMPLEMENTATION
 CONTROL
G-STIC Framework GOAL

 Goal is supreme benchmark for success that navigates all marketing

activities of a company.

 By setting goals focus of a company’s actions are determined.

 Marketing plan starts with defining the “GOAL” that company aims to
achieve.
Goal involves setting two main decisions

Performance
Focus
Benchmark

Monetary Quantitative

Non
Temporal
Monetary
Example – IKEA 2030 Goal
 IKEA GOAL- Circular business by 2030

 AIM- Eliminate waste and reuse resources

 Announcement of PLAN to create all its product according to Circular Principles

 Circular Principle - Reuse, Refurbish and Recycle

 STRATEGY- People and Planet Positive

 Initiated- June 2018

 Lena Pripp-Krovac (in an interview)

 Head of sustainability is accountable for this transformation.

 “The aim is to remove waste” and “It’s a big journey but it’s also quite exciting because its possible.”
G-STIC Framework STRATEGY

Identifying the Target Market

Developing the Value Proposition

 CUSTOMER • Whose needs are aimed to be
Identifying Target Market fulfilled by the company

 The Target Market is identified by COMPANY • That manages offerings

understanding the 5 C’s.

COLLABORATORS • That work on the offering

with the company

• That target the same

COMPETITORS customers and have similar
offerings

• That is relevant in which

CONTEXT the companies operate
Developing Value Proposition
 Defines the Value that the offering
tries to create for the participants in
the Market.
 Create a clear Image of the offering in the minds
of customer.
 Develop the Positioning of the offering’s
proposition.
 This creates a Value Proposition.
 To Create Value Proposition- Tactics of
marketing Mix are used.
G-STIC Framework TACTICS
Tactics- A set of activities done to
implement a strategy

Main aspects of a company’s

offerings, is referred to as tactics

Created- Areas of brand, service,

incentives, etc.

Used – To create a great value

proposition & execute company
strategy
Example-Burger King

 Burger King’s Tactics to mock McDonald’s franchise Across the globe.

 Various Campaign include:

“Escape The “Never Trust A “Scary Clown

Clown” Clown” Night”
G-STIC Framework IMPLEMENTATION

 Implementation- Outlines the logistics of

executing a company’s Tactics and Strategy
 Defines- The Business Infrastructure
 Design- The Business Processes
 Sets- Implementation Schedule
 Example- IKEA
IKEA received approval from Indian government in 2013
for Rs. 10,500 Crore proposal
 Ikea’s Implementation
Schedule for India: IKEA opened retail stores under 100% FDI with signed
MoU’s in 5 states

The company plans to open 25 stores in 9 cities by 2025

The target is to reach 100 million people in India by 2025

Aim is to adopt an Omnichannel approach.

G-STIC Framework CONTROL

 Companies must necessarily monitor the changes.

 Evaluate the performances.
 Control the strategies due to the uncertainty
associated with business market.
 Control has 2 Functions:
1. Performance Evaluation
2. Environmental Analysis

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Thank you