Developing and implementing strategies isi Strategy & Marketing Mix isi Strategy & Marketing Mix ... ... gives recommendations on strategic market cultivation and core target groups. … suggests you the right scope of innovation orientation with regard to competitors. … concretises the use of marketing instruments to achieve strategic aims in a market suitable way? Developing strategies ... ... to be more target-oriented in How should you align your portfolio in the the market! long-term to successfully defy competition with the right amount of innovations? Choosing the strategic direction Which marketing goals does the analysis of the market situation reveal? Which innovations are critical to success and should be implemented Implementation of the strategic in which markets with priority? In which cases approach is a product improvement more promising than What single instruments are suitable a real innovation? to put strategic deliverables into practice and achieve marketing goals? How should these instruments be designed and used specifically? With the isi Strategy Development you are well advised. It is target-oriented. Market-driven. Competition-related. isi GmbH, Ascherberg 2, 37124 Göttingen-Rosdorf (Germany) Tel.: +49 / 551-49974-0, Fax: +49 / 551-49974-20 E-Mail: firstname.lastname@example.org, Internet: www.isi-goettingen.de isi Strategy & Marketing Mix How does the Development of Strategies and the Marketing Mix work? The Method The Implementation The development of marketing strategies is based on a > Primary research sound analysis of the current and anticipated > Data analysis marketing situation, as well as the operationalised > Workshops definition of marketing goals in terms of time and > Continuous consultation content. Based on this data we will design the marketing Our Recommendations strategies. Five strategy levels are taken into consideration: Strategic perspective > Specification of the product-market combination Based on the five strategy levels, we define strategic (market field) options, as well as a ‘catalogue of criteria’ with which > Definition of the kind of market influence (market we can evaluate the identified marketing strategies. On stimulation) this basis, the strategic direction for the single divisions > Definition of the degree of differentiation of the is chosen. market influence (market parceling) > Definition of sales areas (market area) Target-mean-matrix of the Marketing Mix > Definition of the competitive advantages which are The target-mean matrix defines how the targets of the to be achieved (competitor reference) different areas are achieved by using and designing To define the strategy we use – among others – product, price, communication and distribution portfolio models in order to ensure an ideal allocation instruments. When doing so, we take both economic of resources in a market-related regard. and psychological marketing goals into consideration. Concrete sales-political measures are deduced from Our recommendations refer to both comprehensive the selected marketing strategies in form of a aspects of the marketing mix (e.g. the differentiated marketing mix and are in line with the defined market handling of single customer segments) and marketing area goals. single sub-areas (e.g. the pricing for the launch of a Analysis of marketing situation product innovation). and forecast of future Analysis environmental development phase Development of a comprehensive mar- keting concept Determination of marketing goals (derived from the top business objectives) - market share - sales volume Would you like some more? - image - awareness .... > Secondary analyses to gain information on product innovations, markets and competitors. Formulation of marketing strategies (five strategy levels) > A chance-risk analysis for a systematic evaluation of in- creasing - market field strategies Planning your strategic point of departure. con- - market stimulation strategies phase cretion - market parceling strategies - market area strategies > Scenario technique to project alternative future - competition oriented strategies developments in the corporate environment. > Primary research for the market-oriented monitoring Planning market policy activities of all aspects of the marketing mix. - product policy - pricing - communication policy - distribution polidy Realisation of the marketing decision Implementation phase We would be delighted to present you our approaches in person. Control of marketing success Control phase Please do not hesitate to get in touch.
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