Marketing and Business Coaching. Helping businesses attract more customers. The strategic planning process. Our plans consist of logical, interlocking steps. The steps build on each other, both strategically and quantitatively. Step 1: Business review Business scope options, in-depth product and market review, target market profiles and behavioral analysis. Step 2: Problems and opportunities Summary points describing the challenges that emerge from the business review and which serve as the basis of the marketing plan. Step 3: Sales objectives Projected sales levels - everything else in the plan is driven by these quantified goals. Step 4: Target markets and marketing objectives Defining and profiling the groups that will fulfill your sales objectives. Marketing objectives are established for each target market detailing the desired market behaviors. Step 5: Positioning and marketing strategies Brand positioning analysis and strategy, marketing strategies (competition, spending, product, distribution, advertising, etc.) Step 6: Communications goals Quantified target market awareness and attitudinal goals required to meet your marketing objectives. Step 7: Tactical marketing mix tools Action plans that achieve your marketing objectives and strategies. Each tool (product, pricing, advertising, promotion, etc.) has its own objectives and strategies. Step 8: Budget, payback analysis, & calendar The cost of implementing your plan, the plan's projected revenues v. expenses, and the schedule of tactical activities. Step 9: Marketing plan execution* Implementing the plan in the marketplace. Step 10: Evaluation* The level of success achieved by the overall plan and its individual elements.
