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The other important component of a strategic plan is an environmental scan, which reveals potential threats of the company as well as strengths. The other part of strategic planning is strategy implementation, which involves using the company resources to ensure that its objectives are achieved. When creating your marketing plan, it all starts with research in order to gather the appropriate information to formulate an advertising and promotional campaign. Below is our process in developing your marketing strategy starting with the initial interview.
This is a complimentary session in which we get to know you and establish your marketing needs and see if we are a fit to work together.
We will explore your revenue stream and your competitive advantages to gain insight into how your business operates. If you have been in business for at least one year, a good look into the past will be helpful. The most effective way to gain sales for your business is a strong network and referral base. This is where we will explore your strategy to retain as many customers as possible, increase the rate of new purchases, increase the average sale, etc. Whether you are a start-up or been in business for 30 years or more, we will analyze your strategy around the following areas. The next step is to conduct market research to see where your pricing fits within the market to identify areas to raise prices. We will then analyze the true cost of goods (COG) by conducting a thorough audit of expenses from previous years (if applicable).


A price adjustment for an existing business will put the business on the path to profitability. A marketing plan starts with a research to gain a thorough understanding of the industry and market dynamics. The strengths of your product, pricing strategy, how you promote your business and the method of putting your product in your customers hand will define your brand. We will lay out a plan that incorporates both outbound (traditional advertising) and inbound (internet based) marketing methods and the cost to each. A strategic plan includes having a mission statement that describes the vision of the company. Strategic formulation is another important part of planning strategically which seeks to enable the company to attain much needed profits and to be superior to its competitors.
But before you start your research, a clear set of goals and objective need to be established in order to make sure, the strategy that is created matches up with the desired end result.
This is where you will share your successes and challenges as it relates to your marketing efforts.
Whether it is a formal strategic alliance or plain word of mouth, we will want to establish what your referral network is like.
We will seek to determine what your target profit margin and net income is as part of establishing your overall marketing goals.
For a new business, it will establish a firm pricing foundation to put it on the path to profitability sooner.
Once we have determined your retention history, we will then create a strategy to increase those rates which will have a quick impact in sales and profitability. Usually, a business will see significant growth in profitability after the implementation of this first phase.


Your industry changes, competition changes, even your customers and customers buying patterns change over time. So, it is important that you ensure that all four elements of the marketing mix work  in synergy to define your brand as you intend.
So we will lay out a timeline of implementation and methods to measure the success of the strategy. It is based on the Systems Thinking Approach, and guides the development of the strategic marketing and sales plan in the context of the bigger picture corporate strategies. With the guidance if the vision the company states its objectives as part of strategic planning process. The last part of strategic planning is evaluation since for a plan to be successful it has to be monitored.
This leads to a profit margin that is lower than assumed and a likely reason why your net income is lower than desired. For this reason, it is important for every business to do some basic market research every year in order for your business and marketing strategy stays relevant.
Using this template will allow the user to follow a rigorous process in developing the marketing plan, that takes into consideration the external business environment, and the internal corporate strategies and goals, then develops clear marketing goals, strategies and action plans to implement effective marketing.
You should research industry trends, competitive analysis, target market demographics, strengths , weaknesses, opportunities and threats to your business.



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