Specialists need to analyze the market and the company's available resources. Based on this information, a marketing action plan should be drawn up, which is an official document enshrined in the organization's policy.
This document describes the chosen strategy. Each stage of work and all actions that will be performed to achieve the goals are indicated. Strategic planning should be based on the following principles:
Differentiation. The essence Reason to Choose Our Database Service of this principle is that each segment of the target audience has its own requests and “pains”. The products that the company promotes may not be of interest to all customers. To increase coverage, the company must develop a set of marketing activities for each segment separately.
Rolling planning. The strategy should be developed in such a way that the company has the opportunity to make adjustments to it taking into account the current state of the market.
Multivariance. Specialists need to work out several scenarios to quickly respond to market changes.
The development of an enterprise's marketing activities involves the creation of a long-term strategy that will guide management and staff when making decisions.
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Marketing Activity Analysis
Let us list the main stages of the analysis of the marketing activities of the enterprise.
Development of a marketing mix
It is necessary to define the elements of the marketing mix. To do this, it is necessary to analyze the marketing activities used at the current moment and in past periods.
At this stage of the marketing activity research, specialists need to perform the following actions:
analyze the company's product range (its structure and characteristics, sales dynamics, etc.);
study the dynamics of prices for products sold by the enterprise;
explore sales and distribution channels for products;
evaluate the marketing communications systems used.