npsF025.tmp - A Template For Marketing Strategy This part...

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A Template For Marketing Strategy This part provides a template for developing a marketing strategy for the smaller organization. The format is a workbook style with many forms to help provide a solid guide for executing the strategy concepts discussed earlier. The forms are a shorthand way to get started but they should be supplemented with more detailed dis- cussion. They provide the backbone to one process. A complete marketing strategy document will be in much more detail than provided by the forms and questions. You will want to refer to the text for a detailed discus- sion of the concepts before filling in the forms. The outlines may be done by one individual or by a group. No matter who fills in the forms, they must repre- sent the wisdom of one organization and there must be a consensus among the organization of what is written. Without agreement on some of the basic marketing facts and assumptions, it will be virtually impossible to develop consensus later as to what direction the company should take. Any strategy development must be based on an understanding of the company’s situation with reference to the internal environment and the external environment. The marketing strategy is about managing from the outside to the inside. A proper situation analysis provides the background and foundation for the strategic direction. The starting point is to understand the driving forces in the environment or industry that the company operates in.
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OVERVIEW OF MARKET ANALYSIS* CHARACTERISTICS SALES POTENTIAL SHARE ESTIMATE PROFIT FROM SERVING * The author is grateful for Dr. Michael Mayo’s contribution of the “Overview of Marketing Strategy” and the ”Overview of Market Analysis” outlined in the Template for Marketing Strategy. (Dr. Mayo is the Associate Dean, School of Business Management, Ryerson Polytechnic University.)
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This note was uploaded on 10/04/2010 for the course MKT mkt111 taught by Professor Hilkaplassman during the Spring '10 term at Institut Européen d'Administration des Affaires, European Institute of Business Administration.

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npsF025.tmp - A Template For Marketing Strategy This part...

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