Generally a marketing strategy will cover the following areas. Download the Marketing Plan Template for more information.

Executive summary

• Brief description of products or services
• Define target market
• Competitive advantage
• Positioning statement
• Anticipated sales, profits and market share

Market and situation analysis

• Political environment
• Economic environment
• Social environment
• Technology environment
• Industry environment
• Competitor environment
• SWOT analysis

Market segmentation and customer analysis

• Market Segmentation
• Target market/segment characteristics
• Market research findings

Objectives and goals

• Mission Statement
• Objectives
• Goals

Strategies

• Price strategy
• Product strategy
• Place strategy
• Promotion strategy
• Priorities and timeframe

Budgets and controls

• Sales, expenses and marketing budgets
• Contingency plans and risk management

What's next...

• Market Research
• Feasibility of your business idea

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