A Template For Marketing Strategy
This part provides a template for developing a marketing strategy for the smaller organization. The format is a
workbook style with many forms to help provide a solid guide for executing the strategy concepts discussed
earlier. The forms are a shorthand way to get started but they should be supplemented with more detailed dis-
cussion. They provide the backbone to one process. A complete marketing strategy document will be in much
more detail than provided by the forms and questions. You will want to refer to the text for a detailed discus-
sion of the concepts before filling in the forms.
The outlines may be done by one individual or by a group. No matter who fills in the forms, they must repre-
sent the wisdom of one organization and there must be a consensus among the organization of what is written.
Without agreement on some of the basic marketing facts and assumptions, it will be virtually impossible to
develop consensus later as to what direction the company should take.
Any strategy development must be based on an understanding of the company’s situation with reference to the
internal environment and the external environment. The marketing strategy is about managing from the
outside to the inside. A proper situation analysis provides the background and foundation for the strategic
direction.
The starting point is to understand the driving forces in the environment or industry that the company operates
in.