Strategic Marketing

The Purpose of Strategic Marketing is the Creation of Sustainable Competitive Advantage

Sometimes when we at AIM become involved with internet marketing projects it becomes apparent that a high level review of the organization's marketing strategy is needed before we can correctly address any internet marketing plans and actions.

To do this we broadly adopt the methodology developed by Professor Malcolm McDonald from Cranfield University School of Management, a world authority on marketing planning. I successfully used this methodology for the first time in 1996 to reposition a large financial services business.

The Key Steps of the AIM Strategic Marketing Planning Service

Phase One Goal Setting
- Mission
- Corporate Objectives
Phase Two Situation Review
- Marketing Audit
- SWOT Analysis
- Assumptions
Phase Three Strategy Formulation
- Marketing Objectives and Strategy
- Estimated Expected results
- Identify Alternative Plans and Mixes
Phase Four Resource Allocation and Monitoring

Budget
Implementation programme

Measurement and review

The AIM Strategic Marketing Planning Service is available as a standalone service with no internet marketing involvement. Think about these questions they might help you decide if you need Strategic Marketing Consultancy:

Can you list your key target markets in order of priority?
Can you fully describe and quantify the value each of your key target markets requires?
In each of the key target markets can you describe how your organization creates greater value than your competitors?
Do the relevant senior people in your organization understand and support the three points above?
Does your strategic plan spell out how your organization is going to create superior profits?
Are the key functions in your organization organized in a way that supports delivering the value customers require?