Strategic Marketing

•  Identification of unmet or underdeveloped market needs
• Verification/Refutation, feasibility and true profit potential of current efforts 
• Forecasting demand for future years 
• Simultaneous identification of expense reduction and revenue growth areas 
• A foundation upon which future specific marketing goals can be built.

 The benefits of performing a Strategic Competitive Analysis include: 

• Gain insight to your competitors weaknesses and gain a distinct advantage 
• Ensuring that money and resources are being allocated to the right target audience 
• Create data to allow you to differentiate your service…a blue ocean strategy 
• A SWOT based on current, objective data

Marketing Plan  

The Marketing Plan is a written document summarizing your marketplace. It provides a “road map” for growth: An overarching strategy and integrated list of tactics that leverage the Strengths and Opportunities identified in the SCA, minimize exposure to Weaknesses and confront existing and potential Threats (“When we do X, our competitors will react with Y.”) This plan is most effective when built upon the discoveries of the SCA. Depending on any number of factors unique to you, your marketing plan may include such elements as the development of seasonal marketing campaigns, branding and/or tagline development, Customer Relationship Management (CRM), Return on Investment (ROI) tools, the creation of print and/or electronic media collateral and/or other items, each of which carries its own set of expenses and benefits.