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Preparing Your Marketing Strategy

Completed 2009

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Contributing to corporate goals, what direction are we heading In? and who are we targeting?

Course aims

To enable learners to explore and answer key strategic business questions with the help of analytical marketing tools and provide frameworks to help them determine their business direction.

Who will benefit?

Middle management and senior marketers, sector, category or business managers, marketing & sales managers and those with responsibility for strategic business planning.

Why should you attend?

  • To provide you with focus, direction and purpose for your product/service.
  • To discover how to analyse your market using different tools and techniques thereby increasing the quality of strategic decision making.
  • To determine how to reach target markets successfully

Key content

Unit 1 – Vision, Mission and Strategic Direction

  • Determining purpose of the product or service within the context of organisational goals and objectives – Vision and Mission statements for the brand/product/ sector
  • Reviewing alternative ways to grow (Ansoff)
  • Using product life cycles, portfolio analysis and competency models to help determine direction
  • Information and frameworks needed for good marketing analysis (Yada’s 12Cs model)

Unit 2 – Determining Sustainable Competitive Advantage

  • How to segment and agree your target market.
  • Determining your Competitive Advantage and positioning your offering
  • Understanding the competitive nature of your markets (5 forces)
  • Ways to compete in the marketplace (Porter)
  • Diagnose areas for market improvement using detailed analysis of Yada’s 12 Cs framework