One of the most important aspects of the coaching process is identifying and understanding the client's values, for both the coach and the client. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. GOAL• Establish the Goal:• First, with your team member, you must define and agree the GOAL or outcome to be achieved. REALITY• Examine the REALITY:• Ask your team member to describe the REALITY of the situation under discussion. OPTIONS• Explore the OPTIONS:• Once you and your team member have explored the REALITY, its time to explore what OPTIONS are possible.
Explain why segmentation, target market, differentiation, positioning, and website decisions are so important for the small business. The focus of this text is on the management of the small business that is up and running as opposed to a start-up operation. The marketing strategy process consists of several components (Figure 7.1 “Marketing Strategy Process”). The vision statementA document that articulates the long-term purpose and idealized notion of what the business wishes to become. Both the vision statement and the mission statement must be developed carefully because they “provide direction for a new or small firm, without which it is difficult to develop a cohesive plan.
For small businesses that already have, or are looking to have, a web presence and sell their products or services online, e-marketingInformation technology applied to traditional marketing.
With its focus being on achieving the marketing objectives, marketing strategy involves segmenting the market and selecting a target or targets, making differentiation and positioning decisions, and designing the marketing mix. The marketing strategy process consists of company vision, company mission, marketing objectives, and the marketing strategy itself. Small businesses should limit the number of objectives to three or four to increase the chances that they will be achieved.
E-marketing and traditional marketing should be integrated to create seamless marketing strategies and tactics.
Marketing strategy involves segmenting the market, selecting a target or targets, making differentiation and positioning decisions, and designing the marketing mix.


Develop the marketing objectives for Frank’s All-American BarBeQue restaurant in Darien, Connecticut.
Explain the differences between an onground marketing strategy and an online marketing strategy.
Simply put, a coaching cohort is a small group of like-minded individuals with ambitious goals, who want to work on those goals in a dynamic and motivating environment. Professionally designed and facilitated cohort programing offers organizations a cost-effective way to develop leaders via cohesive, action-oriented small-group work.
We create safe and courageous spaces where members can set big goals, take risks, and know that the other members have their backs. When your behaviour and environment are in synchronisation with these values you feel content and at ease.
One way you can start this process is to make a pack of cards with the words above, one word per card.
Help your team member generate as many good OPTIONS as possible, and discuss these.• By all means, offer your own suggestions. As a result, the considerations of marketing strategy are twofold: (1) to modify or tweak marketing efforts already in place and (2) to add products or services as the business evolves. Each component should be considered and designed carefully: company vision, company mission, marketing objectives, and the marketing strategy itself. It has been recommended that small businesses limit the number of objectives to a maximum of three or four. Group members offer each other honest feedback, thought partnership, truth-telling and accountability.  The below Executive Coaching tools and techniques are the foundation of group design and facilitation – plus expertise in group dynamics. GlassHammer Coaching Circles for ERG Leaders – 12-month cohort-based program developing and supporting leaders of Employee Resource Groups (i.e.
Remember that silence is valuable thinking time: You dont always have to fill silence with the next question. In some instances, it may be appropriate and desirable for a small business to backfit its marketing activities into a complete marketing strategy framework. Although input may be sought from others, the ultimate responsibility for the company vision and mission statements rests with the small business owner.


If you have fewer than two objectives, you aren’t growing your business like you should be in order to keep up with the market.
Differentiation refers to a company’s efforts to set its product or service apart from the competition, and positioning is placing the brand (whether store, product, or service) in the consumer’s mind in relation to other competing products based on product traits and benefits that are relevant to the consumer.Dana-Nicoleta Lascu and Kenneth E. It is not uncommon to see deep, trusting relationships develop – benefiting both the organization and individual group members.
The creation of marketing objectives is one of the most critical steps a business will take.
We have also worked with larger groups, and in these cases, smaller breakout exercises are utilized.
Often means values get confused with end values, sometimes distracting an individual from their real end values.
Over a period of time, sort the cards into those that have meaning to you and those that don't.
It should address what business the company is in, the company’s potential customers, and how customer value will be provided. The company needs to know, as precisely as possible, what it wants to achieve before allocating any resources to the marketing effort. If a small business has multiple marketing objectives, they will have to be evaluated to ensure that they do not conflict with each other. These steps are discussed in Chapter 7, Section 3 “Segmentation and the Target Market” through Chapter 7, Section 8 “Marketing Strategy and Promotion”. This is explained in more detail in this article by Mike Munro Turner about values and beliefs.
It has been said that “in some cases strategy just happens because a market and a product find each other and grow organically. It should be developed from the customer’s perspective, be consistent with the vision, and answer three questions: What do we do?




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