Marketing & Product Management

  • Strategic planning as starting point for marketing planning

    Steps in the marketing planning process:

    1. Situation Assessment: develop understanding of market-place (environment, customers, competitors, company)

    2. Strategy Formulation: design a customer-value driven marketing strategy (segmentation, targeting, value proposition, positioning)

    3. Implementation: construct an integrated marketing program that delivers superior value (brand, product, price, place, promotion).