DEVELOPING A STRATEGIC MARKETING PLAN
RATIONALE
The saying that, “if you fail to plan, you plan to fail” cannot be over emphasised. Hence, the need for proper planning in anything we do. According to Joe Chernov;”Good marketing makes the company look smart. Great marketing makes the customer feel smart”. The success of any product or service in the market is dependent on the extent an organisation is willing to go in making it attractive and acceptable to the public because “people don’t buy what you do, they buy why you do it”-Simon Sinek.
Successful companies add value for customers by selling them products and services they need at a price they can afford. These companies use marketing strategies to match the products and services they produce to meet the needs of the market. The rationale for using different marketing strategies is to obtain a better understanding of market needs and to more completely satisfy them. Companies that develop effective marketing strategies achieve high sales volumes at the desired profit margins. This course is designed for organizations involved in the marketing of products and services.
LEARNING OBJECTIVES:
Personality Assessment Test: We conduct Personality Assessment Test on all our Course participants to help them understand their personality traits and dispositions.
At the end of the programme, participants in addition, should be able to:
- Learn the basis of Marketing.
- Devise a marketing plan that builds on achieving results.
- Use marketing to identify effective strategies and tactics.
- Develop the components of strategic marketing plan.
- Identify and implement the different marketing warfare strategies (offensive, defensive and flanking).
COURSE CONTENT
The Marketing Concept
- Scope and Functions
- A New Approach to Marketing
- Competitive Pressures Changing the World
- The Smart Bomb Strategic Approach
The Marketing Planning Process
- The Benefits of Planning
- The Marketing Plan Format
- The Marketing Planning Process
- Setting S.M.A.R.T Objectives and Goals
- Linking the Marketing Strategy to the Vision, Mission and Objectives of the Company
The Business Situation Analysis
- Understanding the Framework for Competitive Analysis
- Competitive and Customer Analysis
- Environmental Analysis
- SWOT and TOWS Analysis
- Portfolio Analysis and Design (The Boston Consulting Group Matrix
Planning Segmentation, Targeting and Positioning
- Basis for Segmentation
- Benefits of Segmentation
- The Market Segmentation Process
- Effective Positioning
- Creating a Powerful Value Proposition
Strategy Development
- Considering Different Strategic Alternatives (TOWS Analysis)
- Analyzing Different Marketing Strategies
- The Growth Strategy Matrix
- Factors Shaping the Choice of Strategy
TARGET AUDIENCE:
Marketing professionals who need to prepare a marketing plan for the first time or who are reviewing the effectiveness of current plans. The program is also important for senior managers involved in evaluating marketing plans submitted to them by specialists