Strategic Marketing Planning
The first phase of engagements with Heather Hughes start at the top with a company review and outlook. This helps set the stage for all work to come.
Following is an outline of typical items included in the Strategic Marketing Planning phase.
- Company Review & Outlook
- 10,000 Ft. View
- Where are we today?
- Where are we going?
- How are we going to get there?
- Revenue Growth Goals
- Business Strategy
- Top Three Challenges
- Top Three Opportunities
- Product Overview & Roadmap
- Market Analysis
- Market Overview
- Market Sizing: Potential Revenue By Sector, Segment
- Market Share Analysis
- Market Opportunity
- Competitive Analysis
- Strengths, Weaknesses, Opportunities, Threats
- Positioning, Messaging Analysis
- Customer Analysis
- Mindset, Motivators, Psychographics
- Demographic Profile
- Decision-Making, Purchase Process
- Most Important Product/Service Attributes & Benefits
- Sales Cycle Review, Analysis
- Strategic Positioning & Messaging
- Brand Strategy
- Brand Category, Positioning
- Brand Attributes
- Brand Benefits
- Brand Promise, Unique Selling Proposition
- Brand Personality
- Corporate Positioning & Messaging
- Product Positioning & Messaging