his section includes four crucial subsections: the business definition,
its "purpose for existing"; the objectives, specifically what is to be
accomplished as a result of implementing this plan; and the tactics, the
specific decisions which are made to operationalize the strategy (what will
be done, who will do it, when will it be done, and how much will it cost?).
 Business definition (What business are we in?)
example-1,
example-2,
example-3
Objectives (What do we want to accomplish?)
Strategy (What direction will we take to accomplish our objectives?)
example
- Target market: Generally defined, what is the intended audience of the marketing mix?
- Product: What is it? How is it going to be positioned? What are its dimensions?
- Distribution: How will the product be physically brought to the user? Are
middlemen part of the distribution channel? example-1,
example-2,example-3
- Promotion: How will the potential buyer be made aware, be persuaded to buy,
and be persuaded to re-buy?
- Price: What is the value of the offer relative to other alternatives on the market?
OhioLINK: Keyword="Marketing Strategy"
Tactics (What specific steps will we take as we move in that direction?)
- Product: Number of items in the product line; styling; color; packaging specifics; functional
features, etc. example-1,
example-2,
example-3
- Place: Choice of specific wholesalers and retailers; specific programs to motivate the channel members, etc.
example-1, example-2
- Promotion: Which creative presentation to use in the ads; choice of media (TV vs.
Magazine); choice of media vehicle (which TV program?);
timing of ads; monies to be expended; salesforce selection, assignment, and
compensation procedures, etc.
example-1,
example-2
example-3
- Price: Specific price for each item; discount policies; special sales, etc.
example-1,
example-2
OhioLINK: Keyword="Marketing Tactics"
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