converted to customers, profits, other measures) Usually
stated in quantitative terms.
VI. MARKETING STRATEGY AND OBJECTIVES
1.
Target Market Segment/Customer Group for this
Strategy
1.
Benefits Sought by this Target Market
Segment/Customer Group
1.
Basic Theme and Focus of the Marketing Strategy
1.
Specific Elements of the Marketing Strategy (Marketing
Mix)
Product Strategy
a. Recommendations for Product(s) (how does product help
reach marketing objectives?)
b. Recommendations on Tangible and Intangible Elements of
Product
c. Brand, Packaging, Warranty/Guarantee, Returns/Allowance
Elements
Pricing Strategy
a. Actual Value and Pricing Policy (how does price help reach
marketing objectives?)
b. Environmental influences on pricing policy (what affects
this price?)
c. Competitor actions/reactions to pricing policy