Professional Documents
Culture Documents
Developing Marketing Strategies and Plans
Developing Marketing Strategies and Plans
2
Developing
Marketing
Strategies and Plans
• Core competencies
• Establishing a strategy
– Strategic
– Tactical
– Portfolio-planning models
• Integrative Growth
• Diversification Growth
Strengths
Weaknesses
Opportunities
Threats
• Weaknesses
DIFFERENTIATION
FOCUS
– Promotional alliance
– Logistics alliances
– Pricing collaborations
Skills Strategy
Staff Structure
Style Systems
Shared values
Executive summary
Table of contents
Situation analysis
Marketing strategy
Marketing tactics
Financial projections
Implementation controls