Aviation Leadership and Management Skills Development - Marketing Strategic Marketing Process - Steps to Success
Sofema Online (SOL) www.sofemaonline.com considers the optimum process for Marketing Excellence
Introduction to your Strategic Marketing Process
Strategic market planning could be described as utilization of best practices as well as analysis and carefully made decisions to develop a plan with what we believe is the highest likelihood of success.
Your marketing effort should be driven by your strategic process with the following aspirations
» To ensures you target the right audiences
» Maintain focus on organizational goals and objectives.
» Develop metrics to measure the status and success of your initiatives.
» Prioritize Short & Medium erm Mapping of the organization’s objectives
» Improve Public Relations
» Gain greater Market Share
An effective strategic marketing process should focus on your organization's positioning within the industry and the activities to grow both the physical presence as well as the client base.
We should also ensure all Team Members share a common view of the company including the products positioning and outlook.
A typical Strategic Marketing Plan will consider the following
» Identified specific goals,
» Deliver Appropriate Metrics.
» Implement targets
» Be Scalable
The Importance of Research
The keywords are Research and Due Diligence – ensure you take steps to understand the clients needs never assume that you know (avoid digressing from core objectives)
Ensure you have the following in place
» Objectives Defined
» Key Resource Support
» Identify Internal Delivery Gaps and Develop Mitigations
Market Research Considerations
» Compare your assessment of your own organization with others in competing organizations
» Understand the strengths of your competitors
» What makes your chosen approach stand out – Why?
Considerations Related to Markets, Customers
An opportunity to consider external threats as well as growth opportunities and optimization of your target markets. Good Market research provides data that enables better & more timely decisions.
As well as the ability to understand additional opportunities a better knowledge related to client expectations allows for a more efficient way of meeting the objectives
What drives the positioning of your brand? What are the key attributes that matter to the customer where are we good and where can we be better?
Planning your Mission, Goals, and Objectives
Your mission statement should match both the intent and culture of your organization
» Map out your goals and objectives
» Be Specific in your description
» Ensure that you create measurable objectives
» Choose goals that will stretch the organization whilst being realistic
» Set time scales for your Measurable Objectives
Consider the benefit of the following approach
» Consider the short term, plan for the long term.
Whilst short term gain can be beneficial both for your target audience and internally related to team motivation focus also on both long-term goals and objectives to ensure alignment with the primary concepts of your mission statement
Do You Know Your Positioning Within Your Industry?
Use Marketing Positioning together with SWOT Analysis to support your Market Research
Review the following Elements:
» What are your organizational strengths, what does your company do well in comparison to your Competitors?
» Where are your Weaknesses, or the factors that may hold your organization back from market success?
» What are your current opportunities in particular related to external changes or trends which can be embraced to support additional business opportunities?
» What do you see as threats to the success of your business – typically related to external factors such as economic technology which may create obstacles for your organization
Considering Pricing Initiatives
» What is the customer willing to pay? (How sensitive is the customer to pricing)
o How will a pricing decrease or discount affect the product's perceived value?
» Have you analyzed competitors' pricing structures?
» What are your production costs when compared with your competitor?
» Does your selected pricing structure support an effective Return on Investment (ROI)
The importance of Brand Image
Consider how your current and potential customers perceive your company
» What changes do we need to make – why?
» How does our brand stand out?
» How do we improve engagement within our demographic?
Promotion strategies are used to educate your customers on the value of your product and how it solves their problem
Focus On Marketing Tactics Which Grow your Brand
Consider the following elements
» Related to your product and whether it meets customers needs
» The product price and how it sits in the marketplace
» The effectiveness of the marketing message
» The choice of distribution channels and how this can deliver the marketing message
Next Steps
Please email team@sassofia.com with any comments, questions, or suggestions
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