Stages of developing a marketing strategy

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The quintessence of the marketing department's work is the development of an effective marketing strategy. Let's consider a brief step-by-step plan with the stages of its preparation. Many successful examples of marketing strategies have been collected in a separate material.

Analytics
To implement any strategy into production, it is necessary to conduct a study of the conditions for their implementation, consisting of a number of steps:

Study the market. The analysis will result buy bitcoin email list in identifying its boundaries, potential and capacity. This is necessary in order to more accurately define the goals of the strategic plan.

Identify the level of competition and determine the leading market players. To successfully implement this stage, you can and should rely on the basic provisions of competitiveness analysis described by M. Porter in the strategy "5 forces of competition". Experts also recommend drawing up positioning maps.

Conduct consumer research, identify target segments and target audience.

Analyze the internal state of the company, find out its strengths and weaknesses. SWOT analysis will help with this, aimed at assessing them, as well as opportunities and threats.

Analyze the company's product portfolio. This stage involves determining the place of each item in this system: share in the profit structure, growth rates, sales volume, prospects.

Determine the company's marketing goals. The marketing strategy being developed depends on them.

Let's analyze two goals and strategies to achieve them:

Increase in sales volume Profit growth
Differentiation strategy Focus on differentiation
Long-term follow-the-competitor or price leadership strategy Long-term policy of skimming off the cream
Modification or innovation strategy Strategy for the withdrawal of unprofitable products
In addition to setting a goal, you will need to work out the tasks that must be completed to achieve it. Each task should be divided into subsections, etc. This process is the construction of a tree of goals. For example, the marketing priority of your organization is to increase sales. Then your tasks are to expand the range, attract new customers, develop a product distribution system; subtasks are to develop new product options, find untapped sales channels, develop a promotion program, etc. It is easy to see that the tasks and subtasks already contain a certain focus of marketing strategies.

At this point, the analytical stage of developing a long-term marketing policy is completed; next, a plan corresponding to it should be developed.

Stages of developing a marketing strategy

Developing a company marketing plan
At this stage, the main task is to identify measures that will improve the company's position in the long term.

An organization's marketing plan should contain the following elements:

Ways to fight competitors. We define the parameters of a product or company that distinguish us from our competitors. Then we draw up a development plan for each of these parameters and develop a strategy for fighting competitors.

Action plan for each target segment. If it is very promising, then you can expand the range, increase the number of outlets. In less promising segments, it will be advisable to reduce your influence. We determine the development directions of each of the best sections of the market.

Elements of the marketing mix. After summing up, we determine the actions for each element of the marketing mix, draw up a calendar plan, assign those responsible and determine the budget. We choose a strategy for each part, taking into account the developed strategies for combating competitors and developing target segments.

Control
The company's marketing strategy must be characterized by flexibility, without it, a correct response to changes in external conditions, competitors' actions and consumer behavior is impossible. Therefore, having started to implement the marketing policy, take care of the proper control of the execution of all its stages.

Marketing audit is a systematic analysis of the external and internal environment of the enterprise, allowing to find out whether the company's position corresponds to the accepted concept of marketing development, and to develop corrective actions. At the same time, the research work is similar to that in developing the company's strategy in the field of marketing. Our goal is to identify changes and adjust the marketing policy.