Marketing Strategy Document

Client Website

Version: 1.00

Client:
(client name)
Date

Account Manager:

(Jon Beal)
Date:

Development Manager:

(Tim Smith)
Date:

Compiled by: Jon Beal

Date: 15 April 2021

Netflare Limited
T. 01954 230986 | F. 01954 231913 | E. info@netflare.co.uk
Reg. in England & Wales No. 5413985 | Reg. Address: 20 Market Street, Swavesey, Cambs. CB4 5QG
VAT Registered Number: 857 6475 73
Contents

1 EXECUTIVE SUMMARY...........................................................................................................................................4

2 STRATEGY OVERVIEW...........................................................................................................................................5
2.1 PURPOSE.......................................................................................................................................................... 5
2.1.1 Activities of the business.................................................................................................................................5
2.1.2 Reason for preparing a Marketing Strategy...................................................................................................5
2.2 BUSINESS OBJECTIVES...................................................................................................................................... 5
2.2.1 Achievements to Date......................................................................................................................................5
2.2.2 Planned Objectives..........................................................................................................................................5
3 CUSTOMER ANALYSIS............................................................................................................................................6
3.1 TARGET MARKETS........................................................................................................................................... 6
3.2 CUSTOMER QUALITIES.............................................................................................................................. 6
3.2.1 Ideal Customer................................................................................................................................................6
3.2.2 Typical Customer.............................................................................................................................................6
3.2.3 Derived Quality Issues....................................................................................................................................6
4 MARKET RESEARCH...............................................................................................................................................7
4.1 RESEARCH UNDERTAKEN................................................................................................................................. 7
4.2 RESEARCH FINDINGS........................................................................................................................................ 7
4.3 CONCLUSIONS.................................................................................................................................................. 7
5 COMPETITOR ANALYSIS........................................................................................................................................8
5.1 COMPANIES OFFERING SIMILAR SERVICES.......................................................................................................... 8
5.2 CONCLUSIONS.................................................................................................................................................. 8
6 PRODUCTS AND SERVICES....................................................................................................................................9
6.1 PRODUCT / SERVICE......................................................................................................................................... 9
6.2 SYSTEMS AND PROCESSES................................................................................................................................ 9
6.2.1 Delivery...........................................................................................................................................................9
6.2.2 Support.............................................................................................................................................................9
7 MARKETING PLAN.................................................................................................................................................10
7.1 OBJECTIVES................................................................................................................................................... 10
7.1.1 Results............................................................................................................................................................10
7.1.2 Channels........................................................................................................................................................10
7.1.3 Costings.........................................................................................................................................................10
8 SALES PLAN..............................................................................................................................................................11
8.1 PRODUCT / SERVICE....................................................................................................................................... 11
8.2 EXPECTED LEVEL OF SALES........................................................................................................................... 11
8.3 ADJUSTMENTS................................................................................................................................................ 11
9 SCHEDULE.................................................................................................................................................................12
9.1 MILESTONES.................................................................................................................................................. 12
9.2 KEY PERFORMANCE INDICATORS.................................................................................................................... 12
9.3 CAMPAIGNS................................................................................................................................................... 12
10 DOCUMENT HISTORY.........................................................................................................................................13

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1 EXECUTIVE SUMMARY
<USP>
<MISSION STATEMENT>
<VISION>
<INITIATIVES>

<CONCLUSIONS>
<RECOMMENDATIONS>
<ACTIONS>
<FINANCIAL ROI>

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2 STRATEGY OVERVIEW
2.1 PURPOSE
<TYPE OF STRATEGY>

2.1.1 ACTIVITIES OF THE BUSINESS

<BUSINESS ARENA>

2.1.2 REASON FOR PREPARING A MARKETING STRATEGY

<SWOT ANALYSIS>

Strengths: internal attributes that are helpful to achieving the objectives

Weaknesses: internal attributes that are harmful
Opportunities: external conditions that are helpful
Threats: external conditions that are harmful

Helpful harmful
Internal STRENGTHS WEAKNESSES
external OPPORTUNITIES THREATS

<CONCLUSIONS>

2.2 BUSINESS OBJECTIVES

2.2.1 ACHIEVEMENTS TO DATE
<POSITION IN BUSINESS ARENA>

2.2.2 PLANNED OBJECTIVES

<TARGETS>

Marketing Strategy Document 5 of 13

3 CUSTOMER ANALYSIS
3.1 TARGET MARKETS
<DEMOGRAPHICS>

3.2 CUSTOMER QUALITIES

3.2.1 IDEAL CUSTOMER
<RELATIONSHIPS>
<QUALITY ATTRIBUTES>

3.2.2 TYPICAL CUSTOMER

<RELATIONSHIPS>
<QUALITY ATTRIBUTES>

3.2.3 DERIVED QUALITY ISSUES

<QUALITY ATTRIBUTES>

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4 MARKET RESEARCH

4.1 RESEARCH UNDERTAKEN

<QUALITATIVE>
<QUANTITATIVE>
<TEST>

4.2 RESEARCH FINDINGS

<STATISTICS>

4.3 CONCLUSIONS
<RECOMMENDATIONS>
<SOLUTIONS>

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5 COMPETITOR ANALYSIS
5.1 COMPANIES OFFERING SIMILAR SERVICES
<SWOT>

Important attributes:
market / finance / operational / r&d / hr
product quality / packaging / advertising / service
shareholders / inventory / financial resources
costs / productivity / technology

Strengths weaknesses Opportunities Threats

s1
s2

5.2 CONCLUSIONS
<OPPORTUNITIES>
<THREATS>

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6 PRODUCTS AND SERVICES
6.1 PRODUCT / SERVICE
<CUSTOMER TYPE>
<FEATURES>
<BENEFITS>
<CHANNEL>

6.2 SYSTEMS AND PROCESSES

6.2.1 DELIVERY
<WELCOME PACK>
<PACKAGING>
<DOCUMENTATION>

6.2.2 SUPPORT
<MECHANISMS>
<COVER>
<LEVELS>

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7 MARKETING PLAN

7.1 OBJECTIVES
<LIST OBJECTIVES>

7.1.1 RESULTS
<FOR EACH OBJECTIVE, LIST RESULTS (SMART)>

7.1.2 CHANNELS
<FOR EACH OBJECTIVE, LIST MARKETING CHANNELS>

7.1.3 COSTINGS
<FOR EACH OBJECTIVE, LIST MONTHLY ESTIMATES>

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8 SALES PLAN

8.1 PRODUCT / SERVICE

8.2 EXPECTED LEVEL OF SALES

<FOR EACH PRODUCT, LIST FORECAST AND ACTUAL SALES>

8.3 ADJUSTMENTS
<MARK EACH ADJUSTMENT MADE THROUGH HISTORY OF STRATEGY>

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9 SCHEDULE
9.1 MILESTONES

Date Strategy Objectives Results Actions

9.2 KEY PERFORMANCE INDICATORS

Quality Issue: Performance Indicator:

Week Number Measurement % Change Action Taken

9.3 CAMPAIGNS

Campaign: Week Number Completed OK

Action: prepared submitted distributed

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10 DOCUMENT HISTORY

Tool Used
File Location

Version Date Changed By Changes

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