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Marketing strategy

Marketing strategy – an overall plan that includes a competitive analysis, the company’s potential, business model, action plan, communication style and the way the company wants to differentiate itself in the market. A marketing strategy should be based on a business plan and consist of 6 stages, which include:

situation analysis – that is, determining where the company is. Both a customer analysis and defining personae are worth including in the strategy, as well as conducting a competitive analysis, a SWOT analysis identifying the company’s strengths, weaknesses, opportunities and threats (this is one of the core elements of a marketing strategy), and an analysis of effectiveness (both the tools used and the results of employees/agencies) and trends,
goals – that is, defining the path the company should follow. The goals in the marketing strategy should consider not only the company’s vision, but also its mission,
strategy – this is the smallest and the most difficult component of a marketing plan. While determining it, it is necessary to determine the persona that represents the target market, positioning, i.e., how the company is to be seen by the market, customer experience and brand DNA. The strategy should also be based on the SWOT analysis conducted earlier,
tactics – determining how to direct the team’s activities to achieve the goals developed earlier and stick to the established strategy. The strategy is often wrongly identified as tactics – however, the strategy should always be above the tactics,
activities – defining what, when and how to do it, prioritizing both projects and specific actions based on the resources (human, time and financial) that are current at the time,
control – verification whether the goals are being achieved, whether the actions taken are producing results, etc.

Marketing strategy

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