marketing audit Strategic Marketing Plan External Marketing Environment Internal Marketing Environment Marketing Strategy Review C C C C C

Strategic Marketing Plan

External Marketing Environment

Internal Marketing Environment

Marketing Strategy Review

Strategic Marketing Plan Environment What is happening? How does it affect us? Customer Needs What are they? How can we satisfy them? Market Segments What are they? Which do we target? Competition Who are they? How do we compare? Decision Making Who is involved? What is the process?

Environment

What is happening?

How does it affect us?

Customer Needs

What are they?

How can we satisfy them?

Market Segments

What are they?

Which do we target?

Competition

Who are they?

How do we compare?

Decision Making

Who is involved?

What is the process?

Strategic Marketing Plan Marketing Strategies Product Pricing Promotion Placing (distribution) People Processes Physical Evidence

Marketing Strategies

Product

Pricing

Promotion

Placing (distribution)

People

Processes

Physical Evidence

External Marketing Environment Who are your Customers? Who are your Competitors? Who are your Collaborators? What is your Context? C C C C

Who are your Customers?

Who are your Competitors?

Who are your Collaborators?

What is your Context?

Internal Marketing Environment What resources are allocated? People Money Tools Time C

What resources are allocated?

People

Money

Tools

Time

Marketing Strategy Review Strategy Objectives Financial Marketing Resources People Money Tools Time Marketing Mix Measurement / Performance Effectiveness Efficiency

Strategy

Objectives

Financial

Marketing

Resources

People

Money

Tools

Time

Marketing Mix

Measurement / Performance

Effectiveness

Efficiency

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