How to Innovate in Marketing (Collection), 2/e

41. A Framework and Process for Strategy Development

I have observed that marketers are often frustrated or perplexed by the lack of a process that describes how to develop strategy. On the following pages, you will learn a process that is both streamlined and explained with examples and case studies. Every business is unique, and therefore, many different variables must be considered when developing your own strategies—but the process will work for most businesses. A few adjustments will need to be made depending upon whether you are developing strategies for an existing business, or launching a new business. Here are a few guidelines:

New Businesses:

Begin by developing target market and positioning strategies that will drive all other strategies. ...