Page 47 - SKU-000506274_TEXT.indd

Chapter 11—Defining your marketing strategy

Now that you have gathered a full view of your company,
customers, and competition, you can develop the marketing
strategy.

Start by summarizing the results of the three C’s. In each
section, you created a few pages of key findings and
implications. Put all of these together and evaluate them as
a whole. What do can you take away from them? Did you
learn from the company analysis that your organization has
the largest market share, and one segment of your customers
values buying from a stable supplier? If so, perhaps one of your
main marketing messages should be that your company is the
largest supplier of your product or service and, as a result,
you provide stability and economies of scale. If you identified
through your analysis that no company has established a
leadership position in a particular market, there may be an
opportunity for your company to become leader.

One tool that is helpful in clarifying your marketing strategy
is a SWOT framework. Here are a few questions to consider
in assessing your strengths, weaknesses, opportunities, and
threats:

49

© 2012 Lisa Shepherd