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BILLY ONG
Strategic Marketing Planning
A 3-Day Programme
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| Programme Outline |
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| › Introduction |
- The importance of strategic planning today
- The difference between strategic and tactics
- The marketing plan and its function
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| › What Are We Now |
- Business definition
- Management audit
- Current strategy
- Solving existing problems
- Internal analysis: Strengths & Weaknesses
- External analysis: Opportunities & Treats
- The SWOT summary
- Who are your customers?
- Project or Bid analysis
- Listing of your competitors
- Competitors informations
- Comparing yourself to the competitors
- A quick comparison on your facilities/services against your competitors
- Competitive continuum
- Competitor analysis summary
- Promotion audit
- Are you promoting right?
- Price range guidelines
- Product comparison
- Product guidelines
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| › Where Do You Want To Be |
- Why do people buy (video supported)
- Developing a mission statement
- External analysis: Opportunities & Threats (revisited)
- Identifying your most important strengths and weaknesses; and your most dangerous weaknesses and threats
- Your personal goals (video supported)
- Long term goals
- Advertising/promotion goals
- Building on your weaknesses; avoid the threats
- Turning goals into objectives
- Pricing objectives
- Product/service – targeting the market
- Expected revenue based on “Worst”, “Most Likely” and “ Best” scenarios
- Competitive objectives
- Preliminary marketing, sales, and profit goals
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| › Which Is The Best Way To Get There |
- Good management scorecard
- Identifying the problems faced by you and how do you intend to rectify them
- Market segmentation criteria
- Market segment analysis
- Market segmentation worksheet
- Customer/prospect summary form
- Promotion Smorgasbord
- Promotion summary
- Price setting
- Product application
- Relating your product/service to its benefits and the intended market segment
- The O & P Analysis (Overhead and Profits)
- New product/service objectives
- Summary of product/service goals
- Business goal summary
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| › Putting Details Into The Plan |
- Marketing Action Plan
- Marketing Action Timetable
- Drafting out the marketing plan
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