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Strategic Marketing Planning

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by

Michelle Beale

on 2 September 2014

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Transcript of Strategic Marketing Planning

Corporate Mission, Objectives & Strategies
Strategic Analysis
External Analysis
Macro
Market
Customers
Competitors
Resources & Skills
SWOT Analysis
Strengths
Developing Marketing Objectives inline with the Core Strategy
Can be stated in terms of:
Activities
Financial indicators
Desired positions
Marketing Strategy
Defining our Target Market
Strategic Marketing Planning
Creating A Road Map to Success
"The detailed, analytical and applied set of activities whereby an organisation determines the best way to implement marketing strategies"
Definition:
+
=
Education
Experience
RECRUITMENT
Purpose
Strategy
Standards
Values
Marketing efforts must be aligned with the corporate direction & of course the allocation of resources
PEOPLE
INTEGRITY
PASSION
Where are we now?
How did we get here?
Where are we heading?
Where would we like to be?
How do we get there?
The Fundamentals of
Strategic Planning
Lies in Asking:
Internal Analysis
Primary Organisational Drivers
Analysis of strengths & weaknesses
Examine organisational resources & capabilities
Defining your Personal Vision & Mission to Develop a Clear Career Statement
Weaknesses
Opportunities
Threats
Established client base - network

Industry knowledge & Experience -qualifications & work experience

Committed Employees - peer support

Ability to Sell & Market
"If you don't believe it, no one else will"
"Successful achievement of goals depends on the ability to transform key strengths into capabilities"
UPSKILL
Clients and Candidates

Provide assistance that does not require risk
Competition

Lack of Loyalty

Misinformed or Naiive Clients & Candidates

Social Recruitment

Measurement objectives
Growth / Survival Objectives
Constraint Objectives
Long (Strategic)Term & Short (Operational) Term
Define target market

Position the marketing offering
Decide on the most effective Marketing Mix
To launch a product offering that would generate a sustainable profit & simultaneously expand our database of PLACE-ABLE candidates by January 2015
Positioning Our Offering
What our candidates want & what they will value? determines the brand image to be created
& customised product offering
In groups of 4:
Develop actions for implementation to promote Electus Upskill Solutions to achieve the set marketing objectives?
Hiring Companies
The Hardworking, Ambitious Graduate
Excellent CV & Interview
Full transcript