Developing Marketing Strategies
and a Marketing Plan
Define a marketing strategy.
Describe the elements of a marketing plan.
Analyze a marketing situation using SWOT analyses.
Describe how a firm chooses which consumer group(s)
to pursue with its marketing efforts.
LO5 Outline the implementation of the marketing mix as a
means to increase customer value.
LO6 Summarize portfolio analysis and its use to evaluate
LO7 Describe how firms grow their business.
• Existing marketing
• Existing customers
• In what way is a sale a
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Market Development Strategy
What can a company do to
continue to grow in a
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