Marketing Strategy Checklist

A good marketing strategy provides specific goals and can include:

• a description of the key target buyer/end user
• competitive market segments the company will compete in
• distribution channels
• the unique positioning of the company and its products versus the competition
• the reasons why it is unique or compelling to buyers
• price strategy versus competition
• marketing spending strategy with advertising and promotion
• possible research and development
• market research expenditure strategies

An overall company marketing strategy should also:

• define the business
• position the business as a leader, challenger, follower, or niche player in the category
• define the brand or business personality or image that is desired in the minds of buyers and end users
• define life cycle influences, if applicable