Scribd Logo
Загрузить

Добро пожаловать в Scribd!

  • SOSTAC

    Загружено:

    sonushahid
    453 просмотров4 страницы
    The SOSTAC model is a 6 step marketing planning model developed in the 1990s. It provides a straightforward framework to [1] analyze the current situation through tools like SWOT and PESTLE analysis, [2] set objectives using the SMART criteria, [3] develop a strategy around segmentation, targeting and positioning, [4] identify tactical elements like product, price, place and promotion, [5] create an action plan with timelines and responsibilities, and [6] establish control measures like KPIs to monitor and adapt the plan. The model helps ensure all relevant factors are considered without excessive detail.

    Исходное описание:

    Оригинальное название

    SOSTAC[1]

    Авторское право

    © Attribution Non-Commercial (BY-NC)

    Доступные форматы

    TXT, PDF, TXT или читайте онлайн в Scribd

    Этот документ был вам полезен?

    Это неприемлемый материал?

    Пожаловаться на этот документ
    The SOSTAC model is a 6 step marketing planning model developed in the 1990s. It provides a straightforward framework to [1] analyze the current situation through tools like SWOT and PESTLE analysis, [2] set objectives using the SMART criteria, [3] develop a strategy around segmentation, targeting and positioning, [4] identify tactical elements like product, price, place and promotion, [5] create an action plan with timelines and responsibilities, and [6] establish control measures like KPIs to monitor and adapt the plan. The model helps ensure all relevant factors are considered without excessive detail.

    Авторское право:

    Attribution Non-Commercial (BY-NC)
    Скачайте в формате TXT, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    453 просмотров4 страницы

    SOSTAC

    Загружено:

    sonushahid
    The SOSTAC model is a 6 step marketing planning model developed in the 1990s. It provides a straightforward framework to [1] analyze the current situation through tools like SWOT and PESTLE analysis, [2] set objectives using the SMART criteria, [3] develop a strategy around segmentation, targeting and positioning, [4] identify tactical elements like product, price, place and promotion, [5] create an action plan with timelines and responsibilities, and [6] establish control measures like KPIs to monitor and adapt the plan. The model helps ensure all relevant factors are considered without excessive detail.

    Авторское право:

    Attribution Non-Commercial (BY-NC)
    Скачайте в формате TXT, PDF, TXT или читайте онлайн в Scribd
    Отметить как неприемлемый контент
    из 4

    Marketing Planning Model (SOSTAC) Fail to plan is, planning to fail

    The SOSTAC Model was developed in the 1990 s by PR Smith is one of the best market ing planning model. It is a straightforward model that goes systematically through the steps to build a marketing plan, and helps to ensure that all relevant factors are considered, without the need t o go into excessive and expensive detail. The model then continues to look at the practical issues of putting the plan int o practice. SOSTAC is an Acronym for the 6 basic elements of the Marketing Plan: Situation Where are we now? Objectives Where do we want to get to? Strategy How are we going to get there? Tactics How are we going to get there? Actions Who is going to do what and when? Control How can we control, measure and develop the process? The Detail The Big Picture

    1. Situation Analysis

    . . . . . .

    How are we performing? SWOT analysis(Strengths, weakness, Opportunities and Threats) What are our distinctive competitive (marketing) advantages? How effective is our Marketing Mix? Are we focusing on the best segments with the right type of customer? Are we using the most appropriate channels for communication and distribution?

    . What uncontrollable event(s) or trend(s) can impact our business?

    . PESTLE analysis (Political, Economic, Social, Technology, Legal and Environmen tal) 2. Objectives . . . . Business Mission? Business Objectives? Marketing Objectives - Business Development Objectives? Apply the SMART Test while deciding Objectives

    3. Strategy STP: . Segmentation - How do we want to divide up the market(s)? . Targeting - Which segments of the market do we wish to focus upon? . Positioning - How do we want to be perceived in each different target segment? . Which broad business strategy we will use? . Which marketing growth strategy will be applied? . Ansoff Matrix (Growth strategies) . How are we going to use them? 4. Tactics Develop the marketing mix . . . . Product (brand, packaging, quality, features) Pricing strategy Place the distribution channel, the value chain Promotion will have marketing communication plan

    5. Action plan . Do we have the necessary resources/budgets? Allocate budget. . What is the resource allocation for the action? Plan all activities (Gantt chart) . Who is going to do what? . When are they going to do it? 6. Control . What are the key performance measurements? (KPIs) . How is performance going to be recorded? . Do action performance measurements relate to objectives? (Key Performance Indi cators) KPIs . GAP Analysis tool . Responsibility for measurement? (Designation who will do the control part) . Frequency of measurement? (Monthly, quarterly, six months or yearly) . Resources for measurement? . Review of measurements? . Actions on variance? . Contingency Planning (Back -up plan)

    Вам также может понравиться