Strategic Marketing Project Contents

1. The Organization
1.1 Profile
1.2 History
1.3 Nature and Scope of organization
1.4 Vision
1.5 Mission
1.6 Core Values
1.7 Objectives/Goals
1.8 Products line
2. Organization Marketing Mix
2.1 Products
2.2 Price
2.3 Distribution
2.4 Promotion
3. Promotion mix
3.1 Personal Selling
3.2 Advertising
3.3 Direct Marketing
3.4 Sales Promotion
3.5 Public Relations
4. The Marketing Environment
4.1 Competitive forces
4.2 Economic forces
4.3 Political forces
4.4 Legal and regulatory forces
4.5 Technological forces
4.6 Sociocultural forces
5. Market Analysis
5.1 Segmentation Analysis
5.2 Needs/Wants Analysis
5.3 Products/Services Analysis
5.4 Benefits Analysis
Elaboration of Market Analysis
Target Segments on Order of Priority
Now match the needs of the customer segments with the benefits of the product /service.
Prime Market:
Tertiary Market:

Secondary Market:
Peripheral Market:

Research
Information is not always available from secondary sources but only from primary sources. A list
of needs with cost estimates may identify gaps. Information Needed Source Cost

1.
2.
3.
C
Customer Need Analysis Key Customer Groups Customer Needs
Product/Service Analysis
Product/Service

Benefit

Competitive Analysis
The first step is to identify the competition and analyze their strengths and weakness.
Competitor

Strength Weakness

Competitive Price Analysis

Price

Price Price Competitor Product/Service Product/Service Product/Service

6. Target Market(s)
7. Current Marketing Objectives and Performance
8. SWOT ANALYSIS
A. Strengths
B. Weaknesses
C. Opportunities
D. Threats
E. Matching Strengths to Opportunities
F. Converting Weaknesses and Threats
9. Marketing Strategies
10. Identification of the Companys Competitive Advantage
10.1 Competitive Advantages (current)
10.2
Competitive Advantages (to be developed)