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Marketing Strategy


Marketing Strategy (MS) acts as a unifying framework to define and analyze the other Aspects of Sales and Marketing.


1. Introduction
a. Evolution of Sales and Marketing
b. Corporate Strategy and its Relationship to
Sales and Marketing
c. Aspects of Sales and Marketing
d. Levels of Sales and Marketing Strategy
e. Marketing Strategy Overview

2. Analyze Market Opportunity
a. Determine Strengths and Weaknesses
b. Determine Opportunities and Threats

3. Define Competition, Targeting and Positioning
a. Identify Competition
b. Select Target Segments
c. Create Differentiated Positioning

4. Determine Pricing and Distribution Strategies
a. Determine Pricing Strategy
b. Determine Distribution Strategy

5. Determine Metrics, Objectives, Marketing Aspects and Budget Allocation
a. Determine Metrics
b. Determine Objectives
c. Decide Marketing Aspects and Allocate Budget