Detailed Strategic Marketing Plan

Stage 1: Market Analysis

 Customer needs
 Markets & market dynamics
 Company capabilities
 Competition
 Collaborators & partners

Stage 2: Market Selection

 Market segmentation
 Market selection
 Segment targeting
 Product positioning

Stage 3: Market Mix

 Product
 Price
 Place/ Distribution
 Promotion / Advertising
 People
 Process
 Physical Evidence

Stage 4: Market Acquisition

 Awareness
 Interest
 Evaluation
 Commitment
 Referral / Customer loyalty / Retention

DETAILED STRATEGIC MARKETING PLAN DAVID HILTON