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Introduction

The strength of your markets will determine the overall value of your company or business. The stronger your marketing position, the greater overall value of your operation.

This module will walk you through the marketing analysis and expansion steps to help you formulate a winning marketing strategy:

Step 1: establish your marketing objectives
Step 2: analyze your current marketing position
Step 3: complete market segmentation and research
Step 4: select your marketing strategy
Step 5: set your product-price-distribution-promotion

Illustrative models can be downloaded as reference guides.

 

STEP 1: Establish Your Marketing Objectives

The first step is to establish your underlying objectives. What are you looking to do?

• increase sales
• introduce a new product line
• develop a new marketing segment
• open a new territory
• other: ____________________

The marketing objectives can be identified and listed using the following criteria:

Target Objectives

1. Sales Volumes
   
• dollars
• units
• territories
• markets
  
2. Share of Market
3. Distribution Expansion
4. Other:
   
   • market-need satisfying objectives
   • community-need satisfying objectives
   • corporate-need satisfying objectives

The objectives will become the guiding point as you develop your marketing expansion strategy.

The marketing model references our site at: www.NACBB.com

File Type: pdf

STEP 2: Analyze Your Market Position (Situation Analysis)

The Situation Analysis makes an assessment of your marketing strengths and capabilities. You need to identify your strengths and weaknesses as it relates to your competitive market.

The analysis has eight components. You may review all eight or a combination of analytical components as it relates to your business.

The marketing model references our site at: www.NACBB.com

File Type: pdf

Step 3: Complete a Market Segmentation and Research

After you have analyzed your market position, the next step is to research new marketing segments. These segmentation studies are often supported by marketing research and analysis.

Types of Segmentation

An effective marketing plan will likely require a segmentation of your current markets. Each market segmentation may have its own "product-price-place-promotion" to maximize sales.

Segmentation comes in many forms. The most common include:

1. Physical Description Segmentation:
   
   • Industry Markets: SIC code, size, usage rate, location, etc
   • Consumer Markets: age, sex, income, family life cycle, etc.
     
2. General Behavioral Segmentation:
   
   • Industry: Industry buying situation
   • Consumer: life-style
     
3. Product-Related Segmentation:
   
   • product usage
   • loyalty
   • product influence
     
4. Customer-Needs Segmentation:
   
   • benefits sought
   • choice criteria

The marketing model references our site at: www.NACBB.com

File Type: pdf

Step 4 : Select Your Marketing Strategy

We now reach the guts of your market strategy. Finding the right strategy will depend on your market, segmentation, and business analysis. We have for review the following:

Entry Marketing Strategies for New Markets

• Reviews market entry strategies for new products and services. Addresses marketing plans for market pioneers and fast-followers.

Market Strategies for Growth Markets

• Reviews market expansion opportunities for market leaders and market challengers.

Market Strategies for Markets in Mature/Decline

• Reviews market plans to maintain competitive advantage in a mature market. Reviews how to avoid shake-out and exit strategies when the market declines.

Market Strategies for International Markets

• If your plans have you moving into international markets, this outline raises issues that can formulate your plan.

The marketing model references our site at: www.NACBB.com

File Type: pdf

Step 5: Set Your Price - Product - Promotion - Place

We now turn to the tools that will be used to execute your marketing strategy — the 4-Ps of marketing:

1. Product
2. Price
3. Place (or distribution)
4. Promotion
   
   a 5th P will been added to the mix:
   
   
5. Pamper — meaning quality service

The marketing model references our site at: www.NACBB.com

File Type: pdf