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Working Together to Identify
Strategies and Deliver Results
No two businesses are alike.
Building the right business strategy or developing a marketing
program requires a
collaborative effort that takes advantage of top management's
experience and combines it with proven practices to create an effective plan. It
begins by understanding the mission or vision of your
organization and building
strategies that support it. It is a logical business and marketing
approach that translates hard data into creative and
effective business programs.
 The first step is identifying the global objectives of
your organization. Once that is complete, we research the market and market conditions that impact your
business. This includes:
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General overview of the market
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Trends and statistics for your targeted market
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Market needs |
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Comparative analysis of your top competitors
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Research is compiled and analyzed and contrasted
against current operations. This process identifies
strengths and weaknesses
in market coverage and product offerings.
Products are compared to the competition,
emphasizing those aspects of your products, services, or
company that make you distinct. The result is a
differentiating statement that is used as the basis for
all programs and campaigns.
It is the most critical
component of any marketing strategy.
"John brought our senior partners together and
helped us gain clarity on our future direction. His
leadership and his approach enabled us to gain the focus
necessary to establish our long term objectives.
His creativity helped us establish a marketing message
and positioning statement that solidly establishes our
uniqueness in the industry."
George Hutchinson
Partner, Allegro Realty |
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next step is setting targets and goals including revenue
targets, product mix, and other
financial targets. Targets are used to compare company
performance with market performance.
With the market analyzed and targets set, strategies are
developed to attack the market. Strategies include.
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Sales methods and channels (How you are going to
sell?) |
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Product direction (How you will meet the market
needs?) |
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Marketing approach (What strategies and programs
required to
support the sales effort?)
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The resources required to support the business strategy
or marketing effort
are identified and organized. The supporting
organizational structure is created along with positions
and responsibilities. Infrastructure requirements and
systems that may be needed to support the marketing
effort are reviewed.
An execution schedule identifies action items, time
frames, and responsibilities for implementing the plan.
The schedule is used to set specific individual
responsibilities for everyone participating in the
process.
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