• The fist thing to establish is that marketing is not all about advertising. Marketing is all about managing human behaviour to achieve commercial and or social objectives.
• Marketing is all about identifying a target audience and ensuring that its members behave in a defined way for the first time, more often or less often.
• A marketing strategy involves four components:
  • Objectives
  • Audiences
  • Tools
  • Implementation
• This documents takes you through the steps of identifying the required outcomes (objectives) the targets (audiences) whose behaviour is to be managed, the best use of the tools that can and will influence behaviour and the action required to make it all happen
• This document will ask the questions required to develop a marketing strategy for a small to medium sized business. There will be differences for larger more complex businesses.
• The outcome of this process will be a well-defined marketing strategy, action plan and budget that will drive the achievement of agreed objectives
• If more information on Marketing Strategy – email – [email protected]

• Answer the questions in this document beginning with question 1, on the next page
• Try and base your answers on evidence rather than opinion or intuition
• As you answer these questions, reflect on previous answers – and refine or update previous answers as appropriate
• When you have answered all of the questions, press PRINT and your completed strategy will print out in either A4 or A3, as you require
• Even after you have printed the report, you can make amendments to the strategy, on the platform and simply print again. You are free to do this as often as you like.

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