Strategic Solutions develops
strategies to launch and position (or reposition) an organization and its
services, programs and products; advances consistent and well-positioned
marketing messages; and develops and launches marketing and advertising
campaigns.
SSI ensures consistency and
accuracy both locally and nationally, helps create the overall look and voice
and customizes marketing and promotional material for multiple purposes:
membership programs, training programs, fundraising ventures, special events
and so forth.
SSI also enhances the name identity of an organization by designing visual and copy
brands for programs, events, websites and other communication and marketing
vehicles.
Marketing involves a wide range of activities that ensure an organizaion continues to meet the needs of clients,
customers or constituents, and is getting value in return. Successful marketing involves an analysis of
the market, market research, marketing planning and strategies. Marketing also includes ongoing promotions and entails advertising, public relations, sales and customer service.
Market analysis entails
factors that influence costs involved in achieving a significant market share,
and involves finding out
* What groups of potential customers (or markets) exist
* What groups of customers you prefer to serve (target markets)
* What are the needs of your customers
* What services/products can you develop to meet their needs
* How might your customers prefer to use the services/products
* What your competitors are doing
* What pricing or fee scale to use
* How to delivery services/products to your target markets
Factors
to consider include:
* Market strength
* Effective service delivery
* Organizational experience or corporate capabilities
* Challenges * Technological advances
* Infrastructure * Operations * Operating
capital _____________________________________________________________________
Market research helps illuminate
information about markets, target markets and their needs, competitors,
etc.
SSI works with organizations and corporations to better determine the need
for services or products by identifying markets and target- market
demographics using a variety of methods from
market assessments to focus groups to online surveys.
A sound marketing plan is essential to organizational success, and should include market analysis, market research, demographics, target customer, competition, positioning, services or product, pricing, advertising and promotion.
Effective marketing, planning and promotion begins with key factors about the marketplace, and should identify the following:
* Your organization’s business * Your customers * Your plan and budget * Your objective * Your message
The planning
process should also yields decisions about how an organization can best compete
in the markets it elects to serve. The strategic plan is based upon the
totality of the marketing process. There
are two major components:
* How your organization will respond to a competitive
marketplace
* How your organization will implement and support daily
operations
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Marketing
strategies are effective if they make your organization more competitive. SSI
considers many factors in developing marketing strategies for clients. For your edification, some of the more
critical factors are outlined below.
The Health of the Market & Your Organization
1. Market is favorable + organization is successful = invest
best resources in support of your services, products or offerings
2. Market is favorable + organization is weak = strengthen
your organization using services, products or offerings as a stepping stone
3. Market is unfavorable + organization is successful =
implement effective marketing campaign for your services, products or offering
to generate near term profits
4. Market is unfavorable + organization is weak = promote
your services, products or offerings only if they support a more profitable
part of your operation; otherwise, determine the most cost effective way to
divest your organization
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Strategies Effective for Services/Offerings
and Industry
1.Cost Leadership
Strategy: produce and market a
good quality product or service at lower cost than competitors. Low costs
should translate to profit margins that are higher than the industry
average. Some of the conditions that should exist to support a cost
leadership strategy include on-going availability of operating capital,
good process engineering skills, close management of labor, products
designed for ease of manufacturing and low cost distribution.
2.Differentiation
Strategy: create a product or service that is perceived as being unique in
your industry. The emphasis can be on brand image, proprietary technology,
special features, superior service, a strong distributor network or other
aspects that might be specific to your industry. This uniqueness should
also translate to profit margins that are higher than the industry
average. Some of the conditions
that should exist to support this strategy include strong marketing
abilities, effective service delivery, creative personnel, the ability to
perform basic research and a good reputation.
3. Focus Strategy:
address a focused segment of the marketplace by serving a particular
target in a unique way that makes it difficult for others to compete.
Usually means addressing a substantially smaller market segment than
competitors in the industry but because of minimal competition, profit
margins can be high.
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Other Critical
Factors:
* Promote and advertise services or offerings
* Select best service delivery or distribution
method(s)
* Identify factors that positively or negatively
impact industry and market growth; and consider:
* Know strength and viability of services/products
* Know organization’s ability to effectively produce
services/products
* Analyze market for strengths and current activities
