Marketing strategy

Competitive positioning
Brand strategy
Pricing / distribution channels
Tools: naming, messaging, identity, websites, literature, design & copy
Strategy: high level conceptualization of how your offering will penetrate
your market. This is your global, long term, go-to-market strategy, and it may
cover 5 to 10 years
Tools: collateral assets, software processes that you use during the tactical
execution of your strategies.
Customer acquisition: the marketing mediums and tactics that you uso to
execute your strategies to achieve your goals.
A good position strategy is influenced by:
Market profile: size, competitors, stage of growth
Customer segments or personas: groups of prospects with similar wants
and needs
Competitive analysis: strengths. Weaknesses, opportunities and threats
in the landscape.

Method of delivering value: how you deliver value to your market at the
higher level.

Profile your market

Document the size of your market

Identify your major competitors and how they are positioned
Determine whether your market is in the introductory, growth, mature,
or decline stage of life.
This lifecycle stage affects your strategy

Understand the problems that your market faces

Talk with prospects and customers (research market if you can) . uncover their
true wants and needs- youll learn a great deal about what you can deliver to
solver their problems and beat your competitors
Group your prospect into segments that have similar problems and can use your
offering in similar ways.

Define how you deliver value

Operational efficiency ( the lowers price)
Product leadership( the best product)
Customer intimacy (the best solution and service)
Determine which one youre best equipped to deliver; your decision is your
method for delivering value.

Evaluate your competition