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Guide To Marketing Strategy Presentation

This document provides an outline for a marketing strategy presentation. It includes sections on introducing the consultant and client, analyzing strengths, weaknesses, opportunities, and threats, proposing and justifying a strategy, setting objectives, identifying the target market and unique selling position, discussing the overall strategy and distribution channels, listing supporting activities and tactics, providing an implementation schedule and financial projections, creating a budget, and developing a contingency plan. The presentation guide emphasizes conducting a thorough analysis and justifying all strategic recommendations.

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Kago Khachana
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153 views

Guide To Marketing Strategy Presentation

This document provides an outline for a marketing strategy presentation. It includes sections on introducing the consultant and client, analyzing strengths, weaknesses, opportunities, and threats, proposing and justifying a strategy, setting objectives, identifying the target market and unique selling position, discussing the overall strategy and distribution channels, listing supporting activities and tactics, providing an implementation schedule and financial projections, creating a budget, and developing a contingency plan. The presentation guide emphasizes conducting a thorough analysis and justifying all strategic recommendations.

Uploaded by

Kago Khachana
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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GUIDE TO MARKETING STRATEGY

PRESENTATION

A marketing strategy is all


about people (Ferrell and
Hartline, 2010)

The Consultant

Who are you and what are you here to do?


-A brief about your consultancy and the main
objective of the presentation

The Client

A slide outlining the client company


background.
Business, products, position, mission,
objectives

The Problem
State the specific marketing need or problem
your strategy intends to deal with & the goal.
E.g. Co. X is experiencing low sales for product
Y. Thus, we are here to present a marketing
strategy that will increase the sales of product
Y among its target market.

SWOT Analysis
STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

SWOT Analysis
Strengths & Weaknesses

Internal Strengths (examples)


Cost advantages, eg due to
economies of scale &/or advanced
production methods;
Efficient distribution & supply
networks, eg excellent logistics;
Access to finance, eg supportive
investors;
Effective & competent leadership, eg
Transformational leadership;
Highly committed & skilled
workforce, eg effective rewards &
quality developmental opportunities;
Positive corporate culture, eg
positively encourages individual &
organisational growth;
Enabling organisational structures,
eg encourages the flow of
information across the organisation

Internal Weaknesses (examples)

High production costs, eg


antiquated plant & equipment;
Inefficient distribution & supply
networks, eg inefficient logistics;
Weak finance & poor cash flow,
eg no reserves & lacking investor
support;
Weak & ineffectual leadership;
Low employee morale, eg high
labour turnover & poor industrial
relations;
Negative corporate culture, eg
bureaucratic & resistant to
change;
Bureaucratic organisational
structure.

SWOT Analysis
Opportunities and Threats
External Opportunities (examples)

New markets & segments;


New product development, eg due
to technological innovation;
Market growth;
Demographic & social change, eg
enhanced purchasing power of
young people will benefit
businesses marketing products for
young people;
Positive changes in the political or
regulative environment, eg
minimum wage legislation may
create a level playing field for
ethical businesses;
An up-turn in the economic cycle;
A successful merger.

External Threats (examples)

Increased competition, eg from the


threat of new entrants & substitutes;

Increased pressure from customers


& suppliers, eg due to enhanced buyer
or supplier power;

Technical change that threatens


market for product;
Negative changes in the political or
regulative environment, eg new
environmental regulations may impose
higher costs or prohibit certain business
activities;
A down-turn in the economic cycle;

A currency depreciation or
appreciation, eg a currency

appreciation may price a business out of


export markets.

Proposed Strategy
E.g. The consultants believe the best
marketing strategy is to develop a new
product based of differentiation. This will
develop a reputation for quality and reliability.
This strategy will be pursued through internal
development.

For Proposed strategy


Choose a base (Cost leadership, differentiation,
focus)

Choose a direction (Consolidation, withdrawal,


market penetration, market development, product
development, diversification)

Choose alternative methods of carrying out a


strategy (Internal development, acquisition, joint
ventures/alliances)

Objectives
Must be SMART
Establish advertising campaign to increase
market share by 5% by end of the 2nd quarter.
Create a Facebook account and add 100
followers to brand account within the first 2
months to improve on customer loyalty.
Financial objective: Advertising will bring a 6
percent increase in revenue in the first year

Target Market

State the chosen market and target segments.


E.g. The youth (Justify) Research shows they
are majority, tastes have changed in their
favour etc

Positioning
The market position and value provided to the
selected market.
- State the Unique Selling Position (USP) and
product benefits.
USP That which sets the business from
others.
E.g. Product X is fashionable, quality and safe
+ benefits.
FedExs USP of When it absolutely, positively
has to be there overnight

Overall strategy
Push or pull strategy?
In reference to Welsing (2006), push is most
suited to standard products or services, while
pull is more for customized offerings (p.78).
Will you promote to consumers on the market
and hope that the customers will request the
product (pull strategy), or the company will
concentrate on pushing the product to the
customer?

Distribution Channel

The distribution channels to be used to reach


the market?
Direct or indirect, why? Be specific on this

Activities
A list of the activities to be undertaken in
order to support the direction taken.
Consider activities for achieving each
objective.
E.g. - Recruitment of sales agents
Training sale agents
Advertising on TV X on program Y etc
promotional tactics, such as trade show
marketing, press releases, online advertising, and
event marketing.

Tactics

May be considered separately for


Price
Product
Promotion (trade show marketing, press releases,
online advertising, and event marketing)
Place
People
Physical evidence
Process

Implementation
Give the implementation schedule (Activity &
time)
Financials (Profit-Loss account & cash flow
projections for next 12 months and financial
ratios)
Profitability analysis together with the use of
efficiency ratios for analysis.

Budget
Cost activities and tactics in a budget

Contingency plan

BEST OF LUCK
THANK YOU

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