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Aligning an organization to a shared vision and a
common direction is imperative for its success. Therefore,
we will kick off the meeting by reviewing the corporate
mission, vision, goals and strategic plan.
A mission is simply a statement about the core business
purpose of the company. It should define in broad
terms the market(s) to be served, the services to
be provided, and the conditions to be satisfied to
be successful in providing those services. The vision
sets forth what the company strives to achieve in
the performance of the mission - modestly stated,
the vision is a statement of what the company wants
to be when it grows up. Once you have established
the marketing mission and vision, then the groundwork
has been laid for a marketing strategy that is properly
aligned with the corporate strategy.
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| The
Situation Analysis (SWOT Analysis) |
A preliminary situation analysis have
been conducted and the finding is attached to this document
prior to the start of the strategy session and results
presented to the entire group. The size of your organization
and available resources will dictate when to conduct
this analysis. The situation analysis (or SWOT analysis)
answers four basic questions:
- What strengths does Nitel have that you want to
protect and could be a base for future growth?
- What weaknesses is Nitel saddled with that could
prove to be devastating if they are not improved?
- What opportunities are present for Nitel to enter
new markets or capture significant gains in current
markets?
- What threats exist that Nitel must defend to maintain
or grow its business?
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| Market
and Opportunity Analysis |
Every marketer knows the importance of analysing and
assessing the current and potential markets, however
many often rely on their own hunches or the company's
history to make important business decisions. The purpose
of this analysis is to segment the current and potential
markets, select those segments upon which to focus and
finally define internal and external strategies to tackle
the key marketing challenges. "Market segmentation
and customer needs analyses underlie all internal and
external strategy development. Although they appear
complicated, they need not be
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Hands Marketing
