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Strategic Marketing Planning for the Small to Medium Sized Business by David Anderson

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Chapter 7

A Working Model

Before you begin to develop specific goals, strategies, and tactics, take the time to review your work in this manual. You may wish to remove and consolidate your completed worksheets, including the following:

• Marketing Matrix

• “Benefits Package”

• Market Segmentation Matrix

• Competitive Analysis

• Trends Analysis

• Mission Statement

Now, with that information in mind, list four goals your marketing plan will achieve and rank them in order of priority. You may be most comfortable working with the broadest goal first. For instance, if you have a new business, your first goal would be to introduce your company to your target audience. Your other goals would be more specific, such as achieving certain levels of market ...

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