Thursday, December 21, 2017

The Elements of Business and Marketing Strategy

The terms "business strategy" and "marketing strategy" are used a lot, which begs the question, "What are the components of these strategies?" Here are some of the strategic questions that businesses should be asking.


  • What is our mission?
  • What is our vision?
  • What are our values?
  • Who will we serve?
  • What is the most advantageous business model for us?
  • What will our sources of revenues be?
  • What products and services will we offer?
  • How will we source and deliver these products and services - manufacturing, strategic partnerships, licensing agreements, M&A, etc.?


  • What should the organization structure look like?
  • How should we distribute power throughout the organization?
  • Where in the organization will planning occur?
  • What will our decision making processes be?
  • What types of positions and individuals are required to support the organization's goals?
  • Where should ideation and innovation reside in the organization?


  • What are our financial goals?
  • What are our revenue, profitability and growth targets?
  • How will we manage our growth?
  • How will we manage our cash flow?
  • What will our sources of financing be?


  • Again, who is our target customer?
  • For what will our brand stand? What are its values?
  • What types of benefits will our brand deliver to its customers?
  • What is our brand's unique value proposition?
  • What is our brand's promise?
  • What is our brand's archetype and personality?
  • What identity will we give our brand? What is its name and what are the other elements of its identity system?
  • What is our brand's story?
  • What sort of customer experience do we want to create?


  • What are our strengths, weaknesses, opportunities and threats vis-a-vis our competition?
  • How broad will our product range be?
  • What functions and features should our products have?
  • What is the optimal pricing strategy?
  • How bundled or unbundled will our products and services be?
  • What will our distribution strategy be?
  • How will we present our products and services to our customers?
  • What mix of marketing tactics shall we use?
  • What are the dimensions of each tactic - advertising, promotion, publicity, event marketing, sponsorships, CRM, Internet, mobile, etc.?


  • What are our key messages?
  • How will we communicate those messages?


  • What media vehicles will we use to communicate our messages?
  • How much should we spend on each vehicle and in what pattern over time?


  • What is our sales model? Direct, tele-sales, retail focused teams, major accounts management, consultative sales, organized by line of business or geography, independent sales reps, outsourced sales, etc.?
  • How will we configure our compensation packages for our salespeople? What percent of compensation is incentive-based? What behaviors do we want to drive?

While there is some overlap between the questions, they roughly fall into these strategy "buckets." And there is a rough hierarchy of strategies too. For instance, business strategies should be determined first, while marketing communication and media strategies are generally the last to be determined. And each "tactic" has its own supporting strategies. For instance, the Internet tactic might have its own strategies including website design, search engine optimization, email marketing, blogging, content management and social media marketing.

I hope this helps you as you think about business and marketing strategies.


  1. Awesome blog! Now In anticipation of a follow-up ….
    his YouTube review channel


  2. That appears to be excellent however i am still not too sure that I like it. At any rate will look far more into it and decide personally!
    spray on truck bedliners

  3. If there was an easier way to make a sale, would you do it? What if that easier method could make the sale and save you time? If you are like most sales professionals, you would say yes.sales process

  4. Whenever you are running a business, it becomes impossible to have a vacation. You would need to take care of so many details before you are able to finally go on a long awaited vacation. One of these important details is your mail. Having a mail forwarding service would take care of that particular detail. All of your important mail can be forwarded to your location when you use this service. The best thing about mail forwarding service is that you can now go online to read your mail. las vegas virtual address

  5. A mail forwarding service is used when you want to travel in a particular place or you will change your permanent home or office address. What you need to do is to contact a private or a government forwarding service to take care of your mail. Wyoming Virtual Offices

  6. Thanks for the valuable information and insights you have so provided here... Research Reports Services

  7. ORANGE COUNTY SEO AGENCY was upright and honest Osi local...We understood as soon as all of us met he will be the guy to help me along with my personal web advertising.

  8. Your above mentioned information is very helpful for making business and marketing strategies.

  9. Establishing an online business of wholesale stun guns via Safety Technologies had been the very best decision we ever made. Through the assistance, guidance, as well as a wealth of knowledge supplied by Mike and his staff, the company has flourished.

  10. This is just the information I am finding everywhere. Thanks for your blog, I just subscribe your blog. This is a nice blog.. empresa de marketing sp

  11. I really impressed after read this because of some quality work and informative thoughts . I just wanna say thanks for the writer and wish you all the best for coming!. local online marketing

  12. It is a type of marketing technique where the marketing activity is carried out with the help of channels and platforms available on the internet. It uses the internet as a main promotional medium, in addition to traditional TV and

  13. SEO marketing is the most popular form of internet marketing amongst new media firms worldwide. With the popularity of Search Engine Optimization outsourcing worldwide, many Digital Media firms and small and medium businesses are shifting work to SEO Companies in India.seo service

  14. I can set up my new idea from this post. It gives in depth information. Thanks for this valuable information for all,..
    Managed Service Provider Chicago

  15. This comment has been removed by the author.

  16. With a 7 SBA loan, for example, it's possible to borrow up to $5 million to establish a new business.Contabilitate Iasi

  17. That's a great idea anyway. I am about to explore these things on my own and thanks to all the stuff shared from this post. I really appreciate every single post, and also thanks for sharing and give about Elements of Business Marino Sussich and Marketing Strategy.

  18. I felt very happy while reading this site. This was really very informative site for me. I really liked it. This was really a cordial post. Thanks a lot!. storage

  19. One way that has proven the to be effective and has been used for decades is corporate business gifts. Simply put, corporate gifts are items purchased to improve a company's image. bagpack supplier singapore

  20. Establishing an online business of wholesale stun guns via Safety Technologies had been the very best decision we ever made. Services for SEO is providing good services in the world.

  21. This is a great inspiring article.I am pretty much pleased with your good work.You put really very helpful information... Alexander

  22. Regards for this post, I am a big fan of this web site would like to keep updated. china sourcing agent

  23. I can see that you are an expert at your field! I am launching a website soon, and your information will be very useful for me.. Thanks for all your help and wishing you all the success in your business. what do i need to start my own securit company

  24. Not a solitary second abandoned abandoning me in absolute shock.
    loja virtual em magento

  25. I enjoyed reading your article :) PLease continue publishing helpful topics like this. Regards, from

    I think this article will fully complement your article.

  26. The great service in this blog and the nice technology is visible in this blog. I am really very happy for the nice approach is visible in this blog and thank you very much for using the nice technology in this blog

    seo course in chennai

  27. Thank you for very usefull information.. my site

  28. I found so many interesting stuff in your blog especially its discussion. From the tons of comments on your articles, I guess I am not the only one having all the enjoyment here! keep up the good work... auto repair service in Isaac