Strategic Marketing Planning

Introduction
- The importance of strategic planning today
- The difference between strategies and tactics
- The marketing plan and its functions

Module 1 - Where Are You Now?
- Business definition
- Management audit
- Current strategy
- Solving existing problems
- Internal analysis: Strengths & Weaknesses
- External analysis: Opportunities & Threats
- The SWOT summary
- Who are your customers?
- Project or Bid analysis
- Listing of your competitors
- Competitor information
- Comparing yourself to the competitors
- A quick comparison on your facilitites/services against your competitors
- Competitive continuum
- Competitor analysis summary
- Promotion audit
- Are you promoting right?
- Price range guidelines
- Product comparison
- Product timeline

Module 2 - Where Do You Want To Be?
- Why do people buy? (video supported)
- Devloping a mission statement
- External analysis: Opportunities & Threats (revisited)
- Identifying your most important strengths and weaknesses; and your most dangerous weaknesses and threats
- Your personal goals (video supported)
- Long term goals
- Advertising/promotion goals
- Building on your strengths and weaknesses
- Shore up your weaknesses; avoid the threats
- Turning goals into objectives
- Pricing objectives
- Product/service - targetting the market
- Expected revenue based on "Worst", "Most Likely" and "Best" scenarios
- Competitive objectives
- Preliminary marketing, sales, and profit goals.

Module 3 - Which Is The Best Way To Get There?
- Good management scorecard
- Identifying the problems faced by you and how do you intend to rectify them
- Market segmentation criteria
- Market segment analysis
- Market segmentation worksheet
- Customer/prospect summary form
- Promotion Smorgasbord
- Promotion summary
- Price setting
- Product application
- Relating your product/service to its benefits and the intended market segment
- The O & P Analysis (Overhead and Profits)
- New product/service objectives
- Summary of product/service goals
- Business goal summary

Module 4 - Putting Details Into The Plan
- Marketing Action Plan
- Marketing Action Timetable
- Drafting out the marketing plan

Duration : 3 Days

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