Strategic Marketing Plan Development

The Marketing Plan

Stage 1: Situation Analysis

This stage involves a rigorous and exhaustive study of the external and internal business environment.

External Analysis

Macroeconomic Factors

• GDP
• Private consumption
• Investment
• General price level
• Level of unemployment
• Interest rates
• Demographic changes
• Ethical and psychosocial aspects

Porter's Competitive Forces

A detailed analysis of competitive forces within the industry.

Market Analysis

Structure of the Market

• Status of the relevant market, including:
  • Size of the offer
  • Manufacturers
  • Types of products offered
  • Trademarks
  • Market shares
• Competitors
• New entrants
• Substitute products

Nature of the Market

• Status and development of segments
• Typology and profile of existing segments
• Competitors by segment and their shares
• Changes in demand
• Purchasing behavior

Internal Analysis

Evaluation of marketing goals: assessing their correctness and achievement. Analysis of marketing strategies established at the level of portfolio, segmentation, positioning, and marketing mix. Assessment of human and material resources used to achieve objectives.

Detailed analysis of strategies developed for the main marketing variables:

• Product: Packaging, design, quality, etc.
• Price: Desired image projection, price lists, discounts, etc.
• Distribution: Appropriateness of distribution strategy to environmental conditions, degree of presence in major sales channels, relationships with distributors, etc.
• Communication: Internal and external media used, selected target audiences.

Sales Strategies

• Adequacy of the commercial structure
• Customer treatment
• Vendor and broker remuneration
• Staff training

Market Evolution and Trends

Analysis of current market evolution and emerging trends.

Stage 2: Situation Diagnosis

From the external analysis, deduce opportunities and threats. From the internal analysis, deduce strengths and weaknesses (SWOT analysis).

Stage 3: Developing Marketing Objectives

Marketing objectives must be subject to corporate objectives.

Requirements for Marketing Objectives

• Concrete
• Realistic and achievable
• Consistent with resources
• Understandable
• Quantifiable
• Precisely defined dates and target areas

Common Marketing Objectives

Quantitative Objectives

• Increased market share
• Sales turnover
• Higher profitability
• Greater distribution coverage
• Higher levels of customer satisfaction and loyalty

Qualitative Objectives

• Reputation and image of the product, service, or brand
• Relative market position
• Minimum market dimension required for sustainability