Learning Objectives 

• Understand the link between business planning and marketing strategies

• Learn how to extrapolate key strategic information from research analysis

• Assess competitive situations and identify opportunities

• Provide a structured framework to marketing strategy formulation

• Pick up tools and techniques relevant to your job and devise results-oriented strategies

• Gain competence to take the right course of action and achieve the results within your own competitive environment

Customer-Focused Marketing 

• Understanding your customer’s true needs

• Building long term relationships

• Cultivating their preference for your products and services

• Example of world-wide best marketing practices

• Marketing as a culture; tools and processes

• The characteristics of a market-oriented organization

Market Segmentation 

• Strategies for identifying what drives segmentation within any market

• Segmentation: the key to marketing strategy

• Studying segmentation in action

• The process of segmentation

• Criteria for evaluating a segment’s attractiveness

Product and Services Positioning 

• Strategies and techniques for identifying product and service attributes

• Positioning your offer for maximum appeal

• ·Physical and perceptual positioning

• Hierarchy of key dimensions

• Key dimensions on purchase decisions

Portfolio Strategy 

• Ways to develop tools to allocate resources

• Learning how focus and selectivity are essential for success

•  Allocation of marketing resources

• Standard portfolio models

• Customized portfolio analysis

• Competitive advantage

Competitive Analysis 

• Understanding your competitors’ strategies, strengths and weaknesses

• Anticipating and developing effective moves to neutralize their tactics

• From management to strategy

• Military and business strategy

• The four levels of strategy

The Marketing Decision-Making Process 

• Methods for developing a marketing plan that supports your company’s overall business strategy

• Integrating each element of the marketing mix into the marketing plan

• Problem identification

• Internal/external analysis

• Strategy formulation

• Implementation and control

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