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Marketing Planning With 13 Easy Steps. How to create a marketing concept
and a business model Purpose of memo The purpose of this ...
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... d) Marketing the product The last step in the strategic planning is organizing ... When
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... Rob Spina Prepared By October 13, 2007 Summary ... consideration, strategies, challenges
and planning to build ... takes enormous multi-dimensional marketing efforts to ...
Submitted by michael2 on April 17, 2008
Category: Business
Words: 811 | Pages: 4
Views: 127
Popularity Rank: 86,181
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How to create a marketing concept and a business model
Purpose of memo
The purpose of this memo is to outline a way how to create
• a marketing idea and to expand it into
• a marketing concept/plan and, furthermore, indicate the steps to turn it into
• a business model.
Process
For the sake of clarity, with decompose the process of creating a marketing concept into individual steps. Each of the steps has been reformulated as a question, 13 in total. These questions need not be addressed in their numerical sequence. You may wish to start with questions to which the answer is most obvious or intuitive to you. As you will see, all questions entail a series of additional questions which will need to be answered at one point or another.
Overview
In a simplified way, the 13 questions can be bundled into four groups of questions:
• What is the idea, the positioning, the competitive advantage in creating value for the customers and the company?
• What are the strengths, weaknesses opportunities and threats this marketing idea is confronted with?
• What are realistic objectives and basic strategies that result from the above SWOT analysis?
• What are the most important marketing mix elements?
Subsequently, this marketing concept can be expanded into a business concept by describing the relevant company structure and processes as well as they resources required to translate the concept into action.
Positioning: four questions
A creative idea is usually at the start of a business venture. This idea has to address the following four questions:
• 1. What problems do I want to solve with my idea, which benefits do I wish to create? This is the crucial question which may decide how viable an idea is.
• 2. For whom do I want to create these benefits,...
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