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Situation Analysis

Where Are We Now?

The situation analysis should be about half of the plan, the more detail derived here will make it easier to set out aims and goals for the marketing campaign.

Situation analysis is when businesses research and analyse their current position in the marketplace for the product or service and ascertain what are their strengths and weaknesses for the campaign. To determine what the current and future predicted trends are and to evaluate what their competitors are achieving.

Objectives

Where You Want to Be.

This is the stage where companies plan to move forward with the campaign, to choose the direction that they wish to take, to set out what their unique selling point will be, and to state what is to be achieved from the campaign. SMART objectives are set out, Specific, Measurable, Attainable, Relevant & Time-Specific.

Strategy

How Are You Going to Get There?

The strategy stage of the plan is to state the position that the company wants to be in the marketplace, and who they will be marketing the product or service to, using segmentation. Whether that will be gender, geographical, demographic, psychography, buying habits or online behaviours. Companies will also set out if they need partnerships to achieve their goals, and what tools they will need to use to position themselves in the marketplace. The strategy stage is often said to be the most difficult part of the marketing plan.

Tactics

Exactly How Are We Going to Get There?

Tactics is the planning stage of how to achieve the strategy, where a plan is set out to attain goals and carry out the campaign. The company’s marketing mix and the product or service will be determined. Who the campaign is aimed at, ensuring that it is what the chosen demographic wants, where it will be sold, not only the area but also where the targeted consumer will find it easiest to buy. Ensuring that the price is seen by the consumer as good value for money or usefulness. Setting out where to promote the product or service, and to influence consumers through communication tools whether that be social media, videos, popups, sponsored ads, emails or SMS.

Action

Details of Tactics.

Action is the details of tactics, and targets are set which are achievable and measurable during the run of the campaign. Implementing the structure of the plan and setting out who would have the best skills to deal with which tasks, what their responsibilities are, what actions they need to take and how long it will take them. Companies will decide whether to use existing staff members, or to draw on the expertise of an external agency. Also decided would be what is required to reach the objectives and the best way in which to acquire them.

Control

How Do You Monitor the Plan?

Methods will be in place to measure metrics and how objectives will be achieved. Key performance indicators will be put in place to control and to monitor whether the campaign is successful. The campaign can be monitored during its run, this can be done through social media using the responses and actions to the campaign from the consumers, and by measuring how many people are visiting the company’s website. Information gathered in the control stage of the campaign can also help to achieve better strategies in the running of future campaigns.