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3./ MARKETING STRATEGY

The strategy chapter normally includes objectives, target market strategies, value propositions, and strategy pyramids. As a summary paragraph, this topic should include the most important highlights, and leave the details for the sub-topics.
Additional Detail
Remember, strategy is focus. It is not a complete list of what you want to do, but rather a prioritized listof your main items of focus.
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EXAMPLE
Source: Acme Consulting Marketing Plan sample plan
Strategy is focus. Our strategy involves focusing on a specific area of expertise in which we are as strong a group as in any company anywhere in the world. We are true experts in the introduction of new technology products, especially through channels ofdistribution.
Acme will focus on three geographical markets; the United States, Europe, and Latin America, and in limited product segments; personal computers, software, networks, telecommunications, personal organizers, and technology integration products.
The target customer is usually a manager in a larger corporation, and occasionally an owner or president of a medium-sized corporation in ahigh-growth period.
3/1 VALUE PROPOSITION
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Value-based marketing does not have to be in your marketing plan. It is included because some people find that the framework helps them develop strategy. In relative terms, the value proposition can be stated as: benefit offered less price charged. The definition encourages you to think in broad conceptual terms, with emphasis on the realbenefit offered, rather than the specific tangible.
Additional Detail
Once you have a value proposition defined, then look at your organization--and your marketing plan--in terms of how well you communicate the service proposition and fulfill your promise.
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EXAMPLE
Source: Acme Consulting Marketing Plan sample plan
Our value proposition is high-poweredextremely valuable expertise to boost major-league market entrance to new markets across international borders, at a price premium commensurate with the high value. We are not going to compete on price, we compete on quality that makes the price more than worth it.

3.2 CRITICAL ISSUES
Now we will bring the four areas of the SWOT analysis (included in the SWOT table in the previous chapter) togetherto formulate critical issues affecting the marketing plan. The objective is to leverage the Strengths of the organization, offset or improve the stated Weaknesses, take advantage of the available Opportunities, and minimize the risk of potential Threats. Your marketing plan should address the critical issues to place you in an optimal position to succeed -- optimizing revenues with the allocatedmarketing resources.
Additional Detail
As you look at using your strengths and consider your weaknesses, it may be helpful for you to consider placing your business or organization in one of four categories. Is it ideal, speculative, mature or troubled?
* Ideal: High in major opportunities and low in major threats; has great promise for success.
* Speculative: High in major opportunitiesand high in major threats; describes a risk situation with potentially large returns.
* Mature: Low in major opportunities and low in threats; indicates limited growth potential with relatively low risk.
* Troubled: Low in opportunities and high in threats; raises serious questions about the potential and requires immediate reconsideration.
This discussion may also include an assessmentof your ability to compete in the market, the fit of the products or services you offer based on the needs of the market, your price and promotion policies, or investment in the research and development activities to enhance your products.
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Source: Acme Consulting Marketing Plan sample plan
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