Marketing Strategy

  1. Marketing Objectives and Goal Setting
    1. Objective Hierarchy
      1. Corporate Level Objectives
        1. Business Unit Objectives
          1. Marketing Objectives
            1. Tactical Objectives
            2. SMART Objectives Framework
              1. Specific Criteria
                1. Measurable Metrics
                  1. Achievable Targets
                    1. Relevant Alignment
                      1. Time-bound Parameters
                      2. Types of Marketing Objectives
                        1. Financial Objectives
                          1. Revenue Growth
                            1. Profitability Targets
                              1. Return on Investment
                                1. Cost Reduction
                                2. Market Objectives
                                  1. Market Share
                                    1. Market Penetration
                                      1. Market Development
                                        1. Sales Volume
                                        2. Customer Objectives
                                          1. Customer Acquisition
                                            1. Customer Retention
                                              1. Customer Satisfaction
                                                1. Customer Lifetime Value
                                                2. Brand Objectives
                                                  1. Brand Awareness
                                                    1. Brand Equity
                                                      1. Brand Loyalty
                                                        1. Brand Positioning
                                                      2. Objective Setting Process
                                                        1. Situation Analysis Integration
                                                          1. Stakeholder Input
                                                            1. Resource Consideration
                                                              1. Timeline Development
                                                                1. Performance Metrics Definition

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                                                              2. Strategic Marketing Analysis

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                                                              4. Market Segmentation Strategy