1.Market Analysis: The Balance Sheet
Market analysis: demand (socio-demographic criteria: age, CSP, sex ..), motivations and purchasing behavior (summaries of market studies can be attached),
Study of the competition (with Porter’s tools in particular)
Synthesis of the diagnosis based on an internal and external analysis in the form of a SWOT (Strengths – Weaknesses – Opportunities – Threats) and translation / challenges for the company (mission, job).
2.Objectives and marketing strategy
Marketing objectives: In line with the strategic initiatives and resulting from the analysis, they specify the goals (increase of the turnover, the margin, the number of customers …) and provide quantified targets.
Reminder of the chosen strategy: Customer segmentation and targets (or core target ), positioning of its offer to ensure a discernible differentiation. Customer benefit offered.
3.Marketing tactics: the main lines of action
This is the operational step – Using the relevant marketing tools and organizing actions. They are generally declined according to 4P (Price, Product, Distribution, Promotion) . Even if experts today agree that the concept 4P, dear to Kottler, is obsolete, not taking enough into account the customer dimension. Especially with the heyday of digital. Here are the steps to follow:
- Setting operational objectives : Using the SMART method .
- Implementation of the marketing mix ( Commercial actions may be the subject of a complementary document.)
- Planning of actions and means (human, material …). Dated schedule of actions and mobilization of resources.
- Allocated budget: encryption and validation of envelopes. Use sales forecasts to build the assumptions.
- Piloting and follow-up: to pilot is to be able to readjust quickly what has been planned in case of drift. Use detailed financial statements if necessary for large-scale actions.