In How to Create a Marketing Strategy, marketing expert witness Steven Londre gives sound advice:
In creating a marketing strategy, divide markets into meaningful customer groups (market segmentation), choose which customer groups to serve (target marketing), and create marketing offers that best serve targeted customers (positioning)…
Here’s a recommendation: Make your marketing, advertising and promotion different than your competitors. Be unique with your product mix. Successfully position your product by looking at product attributes, benefits, quality/price, high tech and high touch. And remember your target customer. Customer service is far more important than most marketing consultants give it credit. Company and brand positioning should be summed up in a positioning statement. The statement should follow this form: To (target market and need) our (brand or store or service) is (concept) that (point of difference).
Larry Steven Londre is a marketing veteran having taught Marketing, Advertising, Media and Promotion for the past 33 years. He owns his own marketing and advertising consultancy, Londre Marketing Consultants, LLC.