Marketing strategy development process Part 3

Next, we will select target markets with reference to marketing environment analysis and specified marketing issues.

Specifically, while segmenting the market (segmentation), we will limit (target) the segments that should be approached by concentrating resources.

In other words, is it a task to answer “Who are their customers?”

At this time, if you do not think reflecting the analysis results and issues of the former stage, there is a danger that you will target the wrong market.

If that happens, you will not practice marketing and you will not be able to solve the problem.

In particular, in the case of small and medium-sized enterprises with limited resources, we want to judge as carefully as possible in order not to waste management resources.

Marketing strategy formulation process

<4. Positioning>
Positioning is a measure to be taken to make our company feel attractive in the target market rather than competitors.

In the previous example, it is a strategy to make it possible to respond appropriately to the demand of elderly people who are difficult to move by switching the sale of electrical appliances, which was the basic store visit, to visiting type or delivery type .

Also, if you are close to the area you can expect repeat.

However, no matter how good a service or product is launched, it will be meaningless unless it is recognized by customers.

As a result, you may need to develop a heavy visiting service that outlaws profits at first.

Alternatively, it will be necessary to encourage the community to distribute flyers, implement events, and so on.

In that case as well, we must keep in mind that we are pleased with customers, not corporate-oriented.

<5. Optimization of Marketing Mix> In
order to promote concrete marketing strategy, it is necessary to take various measures.

At the basic tactical stage, you can use frameworks such as 4P (Product, Price, Price, Place, Promotion) .

What kind of products do you handle? What about pricing? What is your distribution channel? Promotion? We will consider each of them separately.

However, not everything can be optimized from the beginning of the plan.

Rather, if you put on-site principles of making changes on a timely basis through practice, you will be able to respond flexibly.

By constantly reflecting customer’s intentions that we could not anticipate, the quality of our services will also improve.

Regarding the promotion method as well, we would like to make decisions as quickly as possible, such as considering other methods if there is no effect.

<6. Formulation of execution plan>
Finally, we will formulate an execution plan based on the policies established by optimization of marketing mix.

At this stage, it is important to discuss and discuss more concrete actions.

In other words, who? How? By when? At how much? We will set the scenario assuming actual scenes.

Of course, it is indispensable to clarify the financial backing.

If the budget and personnel allocation do not go well when it is about to be executed, the plan will become a rice cake drawn in the picture.

Also, you should take care of the human skills and properly in the field.

If you quantify your achievements in a visual form, you can always make orbit corrections and lead to motivation of the staff.

【Summary】
· Marketing is “Analysis”, “Planning”, “Execution”
· Six marketing strategy formulation process
1. Marketing environment analysis
2. Marketing task identification
3. Target market selection
4. Positioning
5. Marketing · Mix
6. Optimize the execution plan
· Know about the company, know the environment, know the customers
· Important · Not only analysis and planning, but also marketing to marketing