By Al Ries and Jack Trout, 1986, McGraw-Hill Inc Continue reading
Here is a question.
What is Marketing? Continue reading
The authors of Blue Ocean Strategy argue one game-changing point. Stop competing in overcrowded markets. Continue reading
Fail to plan, plan to fail.
The art of war and a good marketing strategy have a lot in common. It is about understanding your strengths and weaknesses, studying your competitors, and positioning everyone on the battlefield of the human mind.
[Y]our Marketing Strategy is the blueprint for your actions.
It should clarify everything about who you are and what you do and for whom.
Here are the components:
- Customers – Behaviour and Psychology
- Your Business
- Your Resources
- Your Strengths
- Your Customer Value Proposition
SWOT / TOWS
Most people know about SWOT:
- Your Strengths, Weaknesses, Opportunities and Threats
Few people know about TOWS and this is really the most critical part. This can generate a handful of strategic directions you could pursue. You can then eliminate the ones you don’t want to follow, or nurture some of the latent opportunities that have been under your nose. Sounds complicated, but it isn’t. It’s energising to see it laid out so clearly with this simple tool – the crux of strategic business decision-making.
- TOWS: How you can use your Strengths to exploit Opportunities, Minimise Weaknesses and Block the Threats
The inspiring and energising lifeblood of the organisation:
- Your Mission, Vision, Value, Story.
- The Message
- The Campaignable Idea
- Reaching our target customer- in the most cost-effective way possible
- Is it working?
- How much will it cost?
- What will the investment deliver?
Please contact us to discuss.
To have a market orientation (MO) means to have an organisational culture in which business activities are oriented towards providing customers with superior value. In other words, it’s about the buyer, not the seller or the product. Continue reading