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Ideas for helping to define a company’s own analysis in a marketing plan
 by digital marketing strategist Mayra Ruiz of mayraruiz.com May 2009
For those who need a bit of history, this document was inspired by a CEO who was, inlate 2008, threatening to regress to web 1.0 ways in his company’s marketing efforts.This blog post I wrote about the CEOsparked a lot of commentary and many folks haveemailed me since then to ask about this CEO. I have lots of good updates about this CEOand his story whichI’ve just published on my blog here. The information contained onpages 2-3 of this document is referenced inthat blog post.The information listed below reflects my approach towards defining Company X’scurrent state, which included defining their goals, their team culture as well as theirstrengths and weaknesses. This information was used as part of their comprehensivemarket plan for 2009.Much of the detailed information has been omitted for obvious reasons but I’ve watereddown some of the more general comments here to help anyone needing to:(a) define their own company’s current situation and/or(b) help identify key issues and challenges impacting the ability to maximize allmarketing efforts.
Please feel free to share, distribute, copy/paste and use the copy below to help you inyour market planning efforts and endeavors.
Enjoy!
Mayra Ruiz
@marketingMisfitmayra@mayraruiz.com
 
Ideas for helping to define a company’s own analysis in a marketing plan
 by digital marketing strategist Mayra Ruiz of mayraruiz.com May 2009
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Ideas for helping to define a company’s own analysis in a marketing plan
 by digital marketing strategist Mayra Ruiz of mayraruiz.com May 2009
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Company Analysis
Goals
The goals for the company are many and include, but are not limited to:
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Retaining its existing market share
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Positioning more competitively to acquire new market share
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Plan ahead to meet, address and/or exceed upcoming market trends
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Improved competitive positioning in comparison to other providers with like products and services
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Develop more relevant, effective and streamlined marketing operations to improve awareness, reachand position as industry leader
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Utilize web 2.0 tools more effectively to improve extend brand awareness and communications intopresently untapped niche groups, markets and relevant industry contacts
Culture
The company’s culture towards marketing isn’t always the most productive, resulting in consistently lostmarketing opportunity. Corporate culture examples that tend to hinder marketing potential include:
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Management tends to “fear” trying new things
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Reluctance to be innovative first vs. reacting to competitor’s innovativeness
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Management does not appear interested and/or find value in soft-ROI (in comparison to hard-ROI)
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Staff tend to be uninterested in participating in collaborative communications efforts that todayare beyond fundamental and standard (e.g. pulling teeth to get folks to contribute to blog)
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Staff does not understand the value in aligning marketing efforts to current communicationstrends (e.g. video, networking through conversation marketing on the social web)
Strengths
Despite culture challenges, Company X does possess the following marketing strengths:
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Renewed branding for company and product suite
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Consolidating operations under one roof (moving to new facility)
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Expressed interest by management to better understand marketing capabilities and challenges
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Company marketing efforts supplemented and supported by talented, third-party vendor
Ideas for helping to define a company’s own analysis in a marketing plan
 by digital marketing strategist Mayra Ruiz of mayraruiz.com May 2009
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