Yes, yes many ways have been described and also many lead to a successful strategy (many also don’t). But can’t harm repeating it.

My explanations are based on the methodology of David Jobber. He calls it Marketing Plan. No worries, it’s not what many marketing departments have limited themselves to: communication and branding. His Marketing Plan is a Business Plan framed in a Marketing Strategy that also includes the creation and execution of it.


Questions for guidance:

  • Where are we?
  • How did we get here?
  • Where do we want to be?
  • How will we get there?


‘Where are we’ – explains the current status of the company,  e.g. market share, competitiveness, balance sheet

‘How did we get here’ – explains the current way of doing things, e.g. how much profit did we make with which product, selling it to who at what price…with how many employees, having which qualification?

‘Where do we want to be’  – equals your objective and your ambitions, e.g. market share, profitability, cost leadership, most profitable in niche xy, reduced business risk…in a benefit versus effort approach

‘How will we get there’ –  stands for the execution: who is doing what and when, e.g. country entry/ exit, up-sell/ x-sell, monetize value included in delivery today, address a new market segment, improve efficiency, enabling


…more in the next blogs: next