Marketing Strategy Document
Client Website
Version: 1.00
Client:
(client name)
Date
Account Manager:
(Jon Beal)
Date:
Development Manager:
(Tim Smith)
Date:
Compiled by:
Date:
Jon Beal
3 March 2016
Netflare Limited
T. 01954 230986 | F. 01954 231913 | E. info@netflare.co.uk
Reg. in England & Wales No. 5413985 | Reg. Address: 20 Market Street, Swavesey, Cambs. CB4 5QG
VAT Registered Number: 857 6475 73
Contents
1 EXECUTIVE SUMMARY ......................................................................................................................................... 4
2 STRATEGY OVERVIEW ......................................................................................................................................... 5
2.1 PURPOSE ................................................................................................................................................................. 5
2.1.1 Activities of the business ................................................................................................................................. 5
2.1.2 Reason for preparing a Marketing Strategy ................................................................................................... 5
2.2 BUSINESS OBJECTIVES ............................................................................................................................................ 5
2.2.1 Achievements to Date ..................................................................................................................................... 5
2.2.2 Planned Objectives ......................................................................................................................................... 5
3 CUSTOMER ANALYSIS ........................................................................................................................................... 6
3.1 TARGET MARKETS .................................................................................................................................................. 6
3.2 CUSTOMER QUALITIES .................................................................................................................................... 6
3.2.1 Ideal Customer ............................................................................................................................................... 6
3.2.2 Typical Customer............................................................................................................................................ 6
3.2.3 Derived Quality Issues ................................................................................................................................... 6
4 MARKET RESEARCH .............................................................................................................................................. 7
4.1 RESEARCH UNDERTAKEN ....................................................................................................................................... 7
4.2 RESEARCH FINDINGS .............................................................................................................................................. 7
4.3 CONCLUSIONS ......................................................................................................................................................... 7
5 COMPETITOR ANALYSIS ...................................................................................................................................... 8
5.1 COMPANIES OFFERING SIMILAR SERVICES ............................................................................................................... 8
5.2 CONCLUSIONS ......................................................................................................................................................... 8
6 PRODUCTS AND SERVICES .................................................................................................................................. 9
6.1 PRODUCT / SERVICE ................................................................................................................................................ 9
6.2 SYSTEMS AND PROCESSES ...................................................................................................................................... 9
6.2.1 Delivery .......................................................................................................................................................... 9
6.2.2 Support ........................................................................................................................................................... 9
7 MARKETING PLAN ............................................................................................................................................... 10
7.1 OBJECTIVES .......................................................................................................................................................... 10
7.1.1 Results .......................................................................................................................................................... 10
7.1.2 Channels ....................................................................................................................................................... 10
7.1.3 Costings ........................................................................................................................................................ 10
8 SALES PLAN ............................................................................................................................................................ 11
8.1 PRODUCT / SERVICE .............................................................................................................................................. 11
8.2 EXPECTED LEVEL OF SALES .................................................................................................................................. 11
8.3 ADJUSTMENTS ...................................................................................................................................................... 11
9 SCHEDULE ............................................................................................................................................................... 12
9.1 MILESTONES ......................................................................................................................................................... 12
9.2 KEY PERFORMANCE INDICATORS ......................................................................................................................... 12
9.3 CAMPAIGNS .......................................................................................................................................................... 12
10 DOCUMENT HISTORY ........................................................................................................................................ 13
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1
EXECUTIVE SUMMARY
<USP>
<MISSION STATEMENT>
<VISION>
<INITIATIVES>
<CONCLUSIONS>
<RECOMMENDATIONS>
<ACTIONS>
<FINANCIAL ROI>
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STRATEGY OVERVIEW
2.1
PURPOSE
<TYPE OF STRATEGY>
2.1.1
ACTIVITIES OF THE BUSINESS
<BUSINESS ARENA>
2.1.2
REASON FOR PREPARING A MARKETING STRATEGY
<SWOT ANALYSIS>
Strengths:
Weaknesses:
Opportunities:
Threats:
internal attributes that are helpful to achieving the objectives
internal attributes that are harmful
external conditions that are helpful
external conditions that are harmful
Helpful
harmful
Internal
STRENGTHS
WEAKNESSES
external
OPPORTUNITIES
THREATS
<CONCLUSIONS>
2.2
BUSINESS OBJECTIVES
2.2.1
ACHIEVEMENTS TO DATE
<POSITION IN BUSINESS ARENA>
2.2.2
PLANNED OBJECTIVES
<TARGETS>
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3
CUSTOMER ANALYSIS
3.1
TARGET MARKETS
<DEMOGRAPHICS>
3.2
CUSTOMER QUALITIES
3.2.1
IDEAL CUSTOMER
<RELATIONSHIPS>
<QUALITY ATTRIBUTES>
3.2.2
TYPICAL CUSTOMER
<RELATIONSHIPS>
<QUALITY ATTRIBUTES>
3.2.3
DERIVED QUALITY ISSUES
<QUALITY ATTRIBUTES>
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4
MARKET RESEARCH
4.1
RESEARCH UNDERTAKEN
<QUALITATIVE>
<QUANTITATIVE>
<TEST>
4.2
RESEARCH FINDINGS
<STATISTICS>
4.3
CONCLUSIONS
<RECOMMENDATIONS>
<SOLUTIONS>
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5
COMPETITOR ANALYSIS
5.1
COMPANIES OFFERING SIMILAR SERVICES
<SWOT>
Important attributes:
market / finance / operational / r&d / hr
product quality / packaging / advertising / service
shareholders / inventory / financial resources
costs / productivity / technology
Strengths
weaknesses
Opportunities
Threats
s1
s2
5.2
CONCLUSIONS
<OPPORTUNITIES>
<THREATS>
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PRODUCTS AND SERVICES
6.1
PRODUCT / SERVICE
<CUSTOMER TYPE>
<FEATURES>
<BENEFITS>
<CHANNEL>
6.2
SYSTEMS AND PROCESSES
6.2.1
DELIVERY
<WELCOME PACK>
<PACKAGING>
<DOCUMENTATION>
6.2.2
SUPPORT
<MECHANISMS>
<COVER>
<LEVELS>
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MARKETING PLAN
7.1
OBJECTIVES
<LIST OBJECTIVES>
7.1.1
RESULTS
<FOR EACH OBJECTIVE, LIST RESULTS (SMART)>
7.1.2
CHANNELS
<FOR EACH OBJECTIVE, LIST MARKETING CHANNELS>
7.1.3
COSTINGS
<FOR EACH OBJECTIVE, LIST MONTHLY ESTIMATES>
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SALES PLAN
8.1
PRODUCT / SERVICE
8.2
EXPECTED LEVEL OF SALES
<FOR EACH PRODUCT, LIST FORECAST AND ACTUAL SALES>
8.3
ADJUSTMENTS
<MARK EACH ADJUSTMENT MADE THROUGH HISTORY OF STRATEGY>
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SCHEDULE
9.1
MILESTONES
Date
Strategy
9.2
Objectives
Actions
KEY PERFORMANCE INDICATORS
Quality Issue:
Week Number
9.3
Results
Performance Indicator:
Measurement
% Change
Action Taken
CAMPAIGNS
Campaign:
Action:
Marketing Strategy Document
Week Number
Completed OK
prepared submitted distributed
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DOCUMENT HISTORY
Tool Used
File Location
Version
Date
Changed By
Marketing Strategy Document
Changes
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