Market Strategy

Market Strategy may be an unglamourous and often overlooked aspect of marketing. Yet its importance cannot be understated. It represents the link between your organisation’s business strategy and ultimately how you spend your marketing budget at an operational level.

And it has a significant role to play in determining whether or not your organisation’s strategic goals will be achieved. Ignore it at your peril!

A fully developed Market Strategy translates the organisation’s business strategy into detailed tactical and operational activities which employees commit to and which are targeted at an identified audience. It ensures that all future operational marketing activities directly reflect the strategic business goals of the organisation, and support how the organisation wishes to be perceived in the marketplace.

For many businesses, the reality is that the strategic planning cycle progresses directly from business-level strategic planning to tactical & operational marketing issues such as -how much can we spend this year?, which events shall we attend?. Once the business strategy is in place and budgets have been approved, there is pressure to ‘get out there and do it!’. Yet the typical business strategy fails to answer a number of important market-related questions.

The ConnOptix Market Strategy Framework has been designed to...

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