LESSON 3

How to Develop Your Marketing Strategy

By Randy Duermyer

Marketing strategy is the section of your business plan that outlines your overall game
plan for finding clients and customers for your business. Sometimes marketing strategy
is confused with a marketing plan, but they are different. Marketing strategy focuses on
what you want to achieve for your business and marketing efforts. Marketing
plan details how you'll achieve those goals. 

A good marketing strategy incorporates what you know about. How your business fits
into the market and the 5 Ps of marketing to develop the tactics and actions that will
achieve your marketing objectives.

When is a Marketing Strategy Developed?

The marketing strategy is created before you start your business. You can't market your
home business effectively without understanding how it fits into the marketplace, your
competition, how you'll compete, and what you need to achieve (i.e. sales numbers) to
reach your financial goals. The information you gather in creating the marketing strategy
is then used to create your marketing plan, and start your business.

How to Create a Marketing Strategy

When you want to write your marketing strategy, you need to know how your product or
service benefits others and how the unique of your product or service with other
businesses in the marketplace. Then you need to do market research to understand
your competition, your target market, and other factors that will impact your ability to
reach and entice people to your business. Once you have your research, you can write
your marketing strategy  incorporating the 5 Ps of your marketing mix: Product, Price,
Place, Promotion, and People.

When you write your strategy, be specific, using detailed steps, visuals, and budget
projections. Keep your brand in mind so that your marketing strategy fits with what you
want the customer to experience when doing business with you. Be sure to refer to your
marketing strategy as you develop, assess, or change your marketing plan. 

What to Do with Your Marketing Strategy

If you're using a business plan to get a loan or generate angel investors, the marketing
strategy and marketing plan will be essential elements to your success. Along with a
quality product or service, sources of financing also want to see that you understand
and have a plan for reaching your market. If you ever watch Shark Tank, you'll notice
that many of their questions have to do with the market and what's special about the
product/service (USP) especially compared to what already exists (why is your product
or service needed?).

https://www.thebalancesmb.com/marketing-strategy-for-home-business-success-1794314

I. Reading Comprehension

A. Reading and Comprehension

Read the above passage and try to understand contextually. If you find difficult
words please search on your Google Translate

Example: When is the marketing strategy created? The marketing strategy is created
before you start your business.

1. What is sometimes marketing strategy confused with?

2. What is marketing strategy focuses on?

3. What does marketing plan explain?
4. What does a good marketing strategy combine?
5. Which is the information then used to create your marketing plan, and start your
business?
6. What is the information you gather in creating the marketing strategy used then?
7. What does market research need to understand?

8. What are your 5P marketing mix ?

9. How should your written strategy be?
10. When will the marketing strategy and marketing plan be essential elements to your
success?

II. Structure and writing expression

The use of Verbs in sentences.

To remind the students about the change of forms of verbs in English the
following samples of verb forms can be studied to understand how to use them in
sentences.
1. The Forms of Verbs.
Regular Verbs

Simple Present Simple past Past participle Present participle

I II III
work worked worked working
play played played playing
 study studied studied studying

Irregular Verbs.

Simple Present Simple past Past participle Present participle

I II III
eat ate eaten eating
go went gone going
buy bought bought buying
give gave given giving

2. Study the change of verb forms in positive sentences

Subject Auxiliary Verbs Verbs Objects

s
eats
ate
He/She/I Is/am/are/was/were eating
t will/can/must/ be eating rice
They/We has/have/had been eating
I/You
will/would be eating
has/have/had eaten
will/shall/can/
must//may eat
would/should/
could/might

3. In negative sentences, Auxiliary verbs are used

Subject Auxiliary Verbs Verb Object

s s s
do/does no eat
t
He/She/I did no eat
t t rice
They/We Is/am/are/was/wer no eatin
I/You e t g
will/can/must/ no be eatin
t g
 has/have/had no bee eatin
t n g
will/would no be eatin
t g
has/have/had no eaten
t
will/shall/can/
must//may no eat
would/should/ t
could/might

4. In Interrogative sentences, Auxiliary verbs are put in the front of

sentences.

Auxiliary Verbs Subject Verb Object

s s s
Does/Do eat
Did eat
Is/Am/Are/Was/Wer eatin
e he/she/It g rice?
Will/Can/Must they/we be eatin
I/you g
Has/Have/Had bee eatin
n g
Will/Would be eatin
g
Has/Have/Had eaten
Will/Shall/Can/
Must//May eat
Would/Should/
Could/Might

5. Question using Question Words, simply put Question Words in front of

sentences.

Question Auxiliary Verbs Subjects Verbs Objects

Words
What does/do Eat?
What time did eat
 is/am/are/was/were eating
will/can/must be eating
has/have/had been eating
will/would be eating
has/have/had eaten
will/shall/can/
must//may eat
would/should/
Where
could/might
When he/she/It rice?
Who they/we
Whom I/you
Which
Why
How
How old
How long
Exercise:
Choose the correct answers
1. The manager have……meeting twice before importing the material (A. make
B. made C. making D. makes E. to make)
2. Look! the technicians….. the broken machine in the workshop area (A. to
check B. check C. are checking D. is checking E. Check )
3. Two years ago, the company … its products from copyright infringement (A.
protect B. to protect C. protected D. is protecting E. protects)
4. Labor strikes have …..in losses for the company (A.cause B. caused C. to
cause D. is causing E. causes )
5. the automotive industry ……… tight competition this year (A. facing B. is
facing, C. faces D. faced E. to face)
6. I think, working carelessly …….. not only for workers but also companies as
well (A. endanger B. to endanger C. endangered D. endangers E. dangerous)
7. I didn't mean to ….that there was a mistake on how you overcome the
problem in this factory. (menyebutkan)
8. Automotive companies must ….. how workers try to increase income (A.
encourage B. to encourage C. encouraging D. encouraged)
9. Safety procedures must ……with international standards recognized by
automotive companies in the world ( A. comply B. complied, C. complying D.
to comply E. complies)
10. companies must…….attention the safety aspect in hiring technicians in
automotive companies (A. pay B. paying C. to pay D. paid E. pasys).
 11. we need to ……the workers to work overtime, because many orders must be
completed immediately.(A. ask B. asking C. to ask D. asked E. asks)

III. Speaking Practice

A. Telling your opinion about the above Reading Passage.
 Tell your opinion about the above Reading passage. “How to develop your
marketing strategy”
 Read and study the above text again, try to understand the content of the text
and tell your opinion about the passage.
 Try to use your own sentences to express your opinion about the reading text.
If you still find difficulty in expressing your idea, prepare in Bahasa Indonesia
first and translate into English using “Google Translate”. then tell your opinion
without reading.
 In telling your opinion, you can use the following phrases or sentences.

1. Opening:
 I think the text is interesting to read and study because…….
 I found the text interesting (amusing, funny, important, informative, too
hard to understand)…..
 In my opinion ….. the reading text is…………………..
 As far as I am concerned …
 I think….
 It seems to me……..
 I believe…………
 I consider………

2. Tell the content of the passage.

 The contents of the text is about…………..and I think……..
 The author starts by telling the readers about …
 The text begins with the description …
 The text describes …
 The author writes (states, stresses, thinks, points out) …
 According to the text …
 The text goes on to say …
3. Closing
 In conclusion …the text is…….because…………
 The author comes to the conclusion  that………………

B. Telling your Opinion with related topics.

 Tell your opinion based on the following topics by answering or commenting
the given questions below.
 Try to use your own sentences to express your opinion based on the topics. If
you still find difficulty in expressing your idea, prepare in Bahasa Indonesia
first and translate into English using “Google Translate”. then tell your opinion
without reading.
 Discuss the topics with your group in front of the class or in zoom, record the
discussion and submit to PJJ.

Example:
Why are you studying business administration? explain your answer.
I am studying business administration because I want to be an entrepreneur.
To be a good and successful entrepreneur, someone should know how to
manage a business, and on this campus I hope I can study a lot about how to
manage a business.

1. Why is marketing important for a company? Explain your answers.

2. What is the different between marketing and promotion? explain your
answers.
3. Do small entrepreneurs need study on marketing? Explain your answers.

C. Assignment
1. Make a presentation about one of the subjects which you have studied in the
Study Program ABO.
a. choose one of your lecturing subject which your have studied before for
example. marketing mix, how to be an entrepreneur, international trade,
etc.
b. Prepare presentation slides for your guidance in delivering the
presentation.
c. Make sure that you have learnt to deliver your presentation before telling
in front of class.
d. Make sure that every member has a turn to tell the presentation.
e. Use Google translate if you find difficulties in making sentences.
f. Choose one of the members to be the moderator of the presentation.

2. Discussion about an interesting article or video

a. Find a good article or video related to the above reading passage in
internet, Copy the article or record the video and study the article or
video as well as possible in order that each member of your English
group understand the content of the article or video
b. Discuss the article or video with your group. Make preparation first before
telling the summary of the article or the video.
c. The following questions may be used as a discussion guides.
1). Article
 What does paragraph one tell about
  What does paragraph two tell bout
 What does paragraph three tell about
 What does paragraph four tell bout
 What does paragraph five tell about
 What does paragraph six tell bout

2). Video
 What does the video tell about?
 What is your opinion about the video? the picture, the duration, the
speed of English used. etc.
 What does the video tell about?
 What is your comment the content of the video?
 What lesson can you obtain from the video.?