GUIDE TO MARKETING STRATEGY
PRESENTATION
A MARKETING STRATEGY IS ALL
ABOUT PEOPLE (FERRELL AND
HARTLINE, 2010)
THE CONSULTANT
WHO ARE YOU AND WHAT ARE YOU HERE TO DO?
-A BRIEF ABOUT YOUR CONSULTANCY AND THE MAIN OBJECTIVE OF THE
PRESENTATION
THE CLIENT
A SLIDE OUTLINING THE CLIENT COMPANY BACKGROUND.
BUSINESS, PRODUCTS, POSITION, MISSION, OBJECTIVES
THE PROBLEM
STATE THE SPECIFIC MARKETING NEED OR PROBLEM YOUR STRATEGY
INTENDS TO DEAL WITH & THE GOAL.
E.G. CO. X IS EXPERIENCING LOW SALES FOR PRODUCT Y. THUS, WE ARE HERE
TO PRESENT A MARKETING STRATEGY THAT WILL INCREASE THE SALES OF
PRODUCT Y AMONG ITS TARGET MARKET.
SWOT ANALYSIS
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
SWOT Analysis
Strengths & Weaknesses
Internal Strengths (examples)
Cost advantages, eg due to
economies of scale &/or advanced
production methods;
Efficient distribution & supply
networks, eg excellent logistics;
Access to finance, eg supportive
Effective & competent leadership, eg
Highly committed & skilled
workforce, eg effective rewards &
investors;
Internal Weaknesses (examples)
High production costs, eg
Inefficient distribution & supply
networks, eg inefficient logistics;
Weak finance & poor cash flow,
Weak & ineffectual leadership;
Low employee morale, eg high
Transformational leadership;
quality developmental opportunities;
Positive corporate culture, eg
positively encourages individual &
organisational growth;
Enabling organisational structures,
eg encourages the flow of
information across the organisation
antiquated plant & equipment;
eg no reserves & lacking investor
support;
labour turnover & poor industrial
relations;
Negative corporate culture, eg
bureaucratic & resistant to
change;
Bureaucratic organisational
structure.
SWOT Analysis
Opportunities and Threats
External Opportunities (examples)
New markets & segments;
New product development, eg due
Market growth;
Demographic & social change, eg
to technological innovation;
enhanced purchasing power of
young people will benefit
businesses marketing products for
young people;
Positive changes in the political or
regulative environment, eg
minimum wage legislation may
create a level playing field for
ethical businesses;
An up-turn in the economic cycle;
A successful merger.
External Threats (examples)
Increased competition, eg from the
Increased pressure from customers
& suppliers, eg due to enhanced buyer
threat of new entrants & substitutes;
or supplier power;
Technical change that threatens
market for product;
Negative changes in the political or
regulative environment, eg new
environmental regulations may impose
higher costs or prohibit certain business
activities;
A down-turn in the economic cycle;
A currency depreciation or
appreciation, eg a currency
appreciation may price a business out of
export markets.
PROPOSED STRATEGY
E.G. THE CONSULTANTS BELIEVE THE BEST MARKETING STRATEGY IS TO
DEVELOP A NEW PRODUCT BASED OF DIFFERENTIATION. THIS WILL DEVELOP A
REPUTATION FOR QUALITY AND RELIABILITY. THIS STRATEGY WILL BE
PURSUED THROUGH INTERNAL DEVELOPMENT.
FOR PROPOSED STRATEGY
CHOOSE A BASE (COST LEADERSHIP, DIFFERENTIATION, FOCUS)
CHOOSE A DIRECTION (CONSOLIDATION, WITHDRAWAL, MARKET
PENETRATION, MARKET DEVELOPMENT, PRODUCT
DEVELOPMENT, DIVERSIFICATION)
CHOOSE ALTERNATIVE METHODS OF CARRYING OUT A STRATEGY (INTERNAL
DEVELOPMENT, ACQUISITION, JOINT VENTURES/ALLIANCES)
OBJECTIVES
MUST BE SMART
ESTABLISH ADVERTISING CAMPAIGN TO INCREASE MARKET SHARE BY 5% BY
END OF THE 2ND QUARTER.
CREATE A FACEBOOK ACCOUNT AND ADD 100 FOLLOWERS TO BRAND
ACCOUNT WITHIN THE FIRST 2 MONTHS TO IMPROVE ON CUSTOMER LOYALTY.
FINANCIAL OBJECTIVE: ADVERTISING WILL BRING A 6 PERCENT INCREASE IN
REVENUE IN THE FIRST YEAR
TARGET MARKET
STATE THE CHOSEN MARKET AND TARGET SEGMENTS.
E.G. THE YOUTH (JUSTIFY) RESEARCH SHOWS THEY ARE MAJORITY, TASTES
HAVE CHANGED IN THEIR FAVOUR ETC
POSITIONING
THE MARKET POSITION AND VALUE PROVIDED TO THE SELECTED MARKET.
- STATE THE UNIQUE SELLING POSITION (USP) AND PRODUCT BENEFITS.
USP THAT WHICH SETS THE BUSINESS FROM OTHERS.
E.G. PRODUCT X IS FASHIONABLE, QUALITY AND SAFE + BENEFITS.
FEDEXS USP OF WHEN IT ABSOLUTELY, POSITIVELY HAS TO BE THERE OVERNIGHT
OVERALL STRATEGY
PUSH OR PULL STRATEGY?
IN REFERENCE TO WELSING (2006), PUSH IS MOST SUITED TO STANDARD
PRODUCTS OR SERVICES, WHILE PULL IS MORE FOR CUSTOMIZED
OFFERINGS (P.78).
WILL YOU PROMOTE TO CONSUMERS ON THE MARKET AND HOPE THAT THE
CUSTOMERS WILL REQUEST THE PRODUCT (PULL STRATEGY), OR THE
COMPANY WILL CONCENTRATE ON PUSHING THE PRODUCT TO THE
CUSTOMER?
DISTRIBUTION CHANNEL
THE DISTRIBUTION CHANNELS TO BE USED TO REACH THE MARKET?
DIRECT OR INDIRECT, WHY? BE SPECIFIC ON THIS
ACTIVITIES
A LIST OF THE ACTIVITIES TO BE UNDERTAKEN IN ORDER TO SUPPORT THE
DIRECTION TAKEN.
CONSIDER ACTIVITIES FOR ACHIEVING EACH OBJECTIVE.
E.G. - RECRUITMENT OF SALES AGENTS
TRAINING SALE AGENTS
ADVERTISING ON TV X ON PROGRAM Y ETC
PROMOTIONAL TACTICS, SUCH AS TRADE SHOW MARKETING, PRESS RELEASES,
ONLINE ADVERTISING, AND EVENT MARKETING.
TACTICS
MAY BE CONSIDERED SEPARATELY FOR
PLACE
PRICE
PRODUCT
PROMOTION (TRADE SHOW MARKETING, PRESS RELEASES, ONLINE ADVERTISING, AND EVENT
MARKETING)
PEOPLE
PHYSICAL EVIDENCE
PROCESS
IMPLEMENTATION
GIVE THE IMPLEMENTATION SCHEDULE (ACTIVITY & TIME)
FINANCIALS (PROFIT-LOSS ACCOUNT & CASH FLOW PROJECTIONS FOR NEXT
12 MONTHS AND FINANCIAL RATIOS)
PROFITABILITY ANALYSIS TOGETHER WITH THE USE OF EFFICIENCY RATIOS
FOR ANALYSIS.
BUDGET
COST ACTIVITIES AND TACTICS IN A BUDGET
CONTINGENCY PLAN
BEST OF LUCK
THANK YOU
