Part one of a series of slides and notes related to a strategic marketing plan. The Strategic Marketing Team professes a reliance on fundamentals and technology.

2. The Strategic Marketing Plan
Part One

3. Category and Frame of Reference

4. It’s a big world out there
Marketing efforts can get lost

5. You need direction and focus
A good marketing plan, like all good
plans, starts with a map.

6. Where do you start?

7. In order to construct a map, you
need to know the terrain (your
industry) and surrounding wildlife
(competitors).

8. This is where your marketing research
starts to pay-off. Indeed, the first
section of a strategic marketing plan
involves researching the competitors
and your organization

9. Applying the Research
The strategic frame of reference
portion of a strategic marketing plan
serves as the foundation – the
foundation of your map.

10. It is at this point that the external and
internal forces related to the company
or specific brand is illustrated and
recorded. Don’t worry too much
about the analysis and in-depth review
at this point.

11. Strategic Frame of Reference
A.Historical Reference - What is the
history of this market? Who were key
players in the past?

12. What stage are you on the product
cycle?
Mass Market/
Early Followers
Adopters/
Pioneers
Number of customers
End of
Life
Time

13. Strategic Frame of Reference
B. Current Dynamics -
1. Recent changes in market share?
2. Who are the market leaders?
3. Key Players?
4. Market Shifts?
5. Costs - Pricing
6. Competitors – Just a list at this point

14. Strategic Frame of Reference
C. Forecast and Projections - What macro and micro
forces in the target market and economy might
improve or challenge your product or service?

15. The plan
So up to this point, we have laid the
framework and foundation for a strategic
marketing plan. It should look
something like this at this point:

16. I. Market Research
A. Category – Frame of Reference
A. Historical
B. Current
 Recent changes in market share?
 Who are the market leaders
 Key Players
 Market Shifts
 Costs
 Pricing
 Competitors
C. Forecasts and Projections

17. Next
In Part Two we will cover the relationship
between your product and the market:
Positioning. Positioning includes among
several factors: Compelling Points of
Difference and parity, customer and
competitive analysis, segmentation, etc.