Marketing Strategic Approach.

4.1 The best way to describe a company’s Marketing Plan is to start by articulating its overall Marketing Strategic Approach.  Be sure that the Marketing Strategic Approach is established before any of the other sections are composed.  The chapter must all describe the same plan in the various sections, and that flows from the details of the Marketing Strategic Approach.  Think “Drill Down Concept” – the succeeding sections simply provide additional tactical details that come out of the Marketing Strategic Approach definition.

Use an “Objective” and “Strategy” Technique when creating your Marketing Strategic Approach in Section 4.1.   Then describe your detailed “Tactics” in the succeeding sections.

A firm’s Marketing Strategic Approach is its broadly-stated plan for marketing its products or services, which sets the direction for all its daily marketing-related activities. The Marketing Strategic Approach articulates all the specific Marketing Objectives that must be achieved to claim your firm’s position in the market and then describes a broad Strategy that will be set in motion to (hopefully) achieve each specific objective.   Tactics then become the various working-level projects/activities/tasks that will be executed day-by-day, to contribute towards accomplishing the Objective.  Tactics must align with the direction indicated by the Strategy – they are not independent (drill-down).

There are multiple levels of objective within a company.  At the top are the broad company objectives, such as business volume to achieve, business growth to achieve, profit to achieve, etc.   Beneath that are individual departmental objectives as to what the department will do to contribute to achieving the broad company objectives.

For example, the total-company objective of “achieving a specified business volume” depends on the contributions of many departments.  The Purchasing Department must ensure adequate availability of raw materials, the HR Department must ensure adequate availability of trained employees, the Process Engineering Department must ensure a proper manufacturing facility and equipment is present, the Production Department must ensure that an adequate quantity of products is produced, and the Marketing Department must ensure that the marketplace has adequate demand to consume the products.

So, in this chapter – dealing with the Marketing Plan – the Marketing Strategic Approach should focus on Marketing Department-level Marketing Objectives (not broad company-level objectives).

And, of course, the Marketing Strategic Approach should have as its perspective, the expansion Plan, and the larger company that will result.  The Marketing Strategic Approach should establish its marketing objectives to achieve the results contemplated by the Expansion Plan.

The foundation of every Marketing Objective list is making sure that there is an adequate market demand to consume the volume of products the company wishes to sell.  It’s not a pull objective – generating unlimited free demand.  It’s a push objective – figuring out how to “move” the volume of business that is called out in the high-level total-company objectives.

Here’s an example of ideas that might appear in a Marketing Strategic Approach.  It follows the “objective” – “strategy” technique.

One Objective might be to increase consumer awareness of the existence of your product.  The Strategy here might be to develop maximum brand exposure in specific media known to be frequented by the target market consumer.

4.1 The best way to describe a company’s Marketing Plan is to start by articulating its overall Marketing Strategic Approach.  Be sure that the Marketing Strategic Approach is established before any of the other sections are composed.  The chapter must all describe the same plan in the various sections, and that flows from the details of the Marketing Strategic Approach.  Think “Drill Down Concept” – the succeeding sections simply provide additional tactical details that come out of the Marketing Strategic Approach definition.

Use an “Objective” and “Strategy” Technique when creating your Marketing Strategic Approach in Section 4.1.   Then describe your detailed “Tactics” in the succeeding sections.

A firm’s Marketing Strategic Approach is its broadly-stated plan for marketing its products or services, which sets the direction for all its daily marketing-related activities. The Marketing Strategic Approach articulates all the specific Marketing Objectives that must be achieved to claim your firm’s position in the market and then describes a broad Strategy that will be set in motion to (hopefully) achieve each specific objective.   Tactics then become the various working-level projects/activities/tasks that will be executed day-by-day, to contribute towards accomplishing the Objective.  Tactics must align with the direction indicated by the Strategy – they are not independent (drill-down).

There are multiple levels of objective within a company.  At the top are the broad company objectives, such as business volume to achieve, business growth to achieve, profit to achieve, etc.   Beneath that are individual departmental objectives as to what the department will do to contribute to achieving the broad company objectives.

For example, the total-company objective of “achieving a specified business volume” depends on the contributions of many departments.  The Purchasing Department must ensure adequate availability of raw materials, the HR Department must ensure adequate availability of trained employees, the Process Engineering Department must ensure a proper manufacturing facility and equipment is present, the Production Department must ensure that an adequate quantity of products is produced, and the Marketing Department must ensure that the marketplace has adequate demand to consume the products.

So, in this chapter – dealing with the Marketing Plan – the Marketing Strategic Approach should focus on Marketing Department-level Marketing Objectives (not broad company-level objectives).

And, of course, the Marketing Strategic Approach should have as its perspective, the expansion Plan, and the larger company that will result.  The Marketing Strategic Approach should establish its marketing objectives to achieve the results contemplated by the Expansion Plan.

The foundation of every Marketing Objective list is making sure that there is an adequate market demand to consume the volume of products the company wishes to sell.  It’s not a pull objective – generating unlimited free demand.  It’s a push objective – figuring out how to “move” the volume of business that is called out in the high-level total-company objectives.

Here’s an example of ideas that might appear in a Marketing Strategic Approach.  It follows the “objective” – “strategy” technique.

One Objective might be to increase consumer awareness of the existence of your product.  The Strategy here might be to develop maximum brand exposure in specific media known to be frequented by the target market consumer.