Established Businesses Marketing Check List

It is important to review and identify the company’s targeted improvement/ needs which could be:-

Improving Market Share with existing products or services.
Market Development by developing new market sectors for existing products or services.
Product Development by innovation and introduction of new products or services.
Entry into new markets by diversification into new markets with new products or services.

Whichever area targeted for improvement it will be important to address:-

The Market Position
An Overview of the Market
Key Issues and Opportunities
- Competitor Analysis
- Pricing
- Distribution & Delivery Methods
- Range of Products/ Services
- Key Customers
- Conditions of Sale / Terms of Trading
- Brand Values
- Copy of Accounts
- Attendance at Exhibitions
- Own Sales Team
- Membership of Associations / Organisations
- Trade Press presence
- Web Site & Positioning via Search Engines
- Offline/ Online Directory Listings
- Drivers behind the business
- Strengths & Weaknesses
A SWOT Analysis
Target Market or Sector
Description of Strategy
Positioning Statement
Branding Strategy
Product or Service Strategy
Route/s to market
Pricing Strategy
Distribution Strategy
Promotional Strategy

Choosing the most appropriate media and plan campaign and budget:

Directories both offline and online
Trade & Technical Press
Local & Regional Newspapers
Magazines
National Newspapers
Radio, TV, Cinema, Outdoor
Web Site
PR Activity
Direct Mail

n.b. Whichever of the above is adopted it is important to monitor & evaluate outcomes from the various activities on an ongoing basis in order to assess the level of return.

Resource Requirements- Financial & Human

Activity Plan:

Database of potential clients.
Production of promotional materials, PR, Website, Advertisements, Promotional programme, resellers, distributors, direct sales team.
Strategic Partnerships/ Alliances
Sales Promotional Activity & Evaluation

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