Strategic marketing training
Any strategic decision in marketing requires you to carry out a diagnosis (to know where your product or company stands at a given moment) and to define an objective (i.e. to choose where you want to go). The diagnosis must be carried out very carefully so that the strategy based on it enables you to achieve your objectives.
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To define a strategy, i.e. the direction you are going to take your business, your company, you first need to define where it is today. This is the role of diagnostics: to answer the question « Where does my company stand? It can then define its objective « Where do I want to go? » and the strategy that answers the question « How do I achieve this objective?
How do you carry out a diagnosis?
A strategic diagnosis contains two parts:
an internal diagnosis, which analyses your company’s strengths and weaknesses.
an external analysis to identify the opportunities in your environment that you need to seize, and the threats that you need to protect yourself against. To carry out this diagnosis, you will need to use two analysis tools: PESTEL and PORTER’s 5 forces.
Once the internal and external diagnostics have been carried out, you can create a summary table, known as the SWOT matrix.
👉🏻 How do you carry out a SWOT analysis?
👉🏻 How can Porter’s 5 forces be used to steer your strategy effectively?
👉🏻 How can I use a PESTEL analysis?
How do you set marketing objectives?
The most effective method is to ensure that the objective set is SMART (specific, measurable, ambitious, achievable and time-bound).
👉🏻 How do you define a SMART objective?
How do you define a marketing strategy?
👉🏻 Our complete guide to defining a marketing strategy
How do you carry out a marketing market study?
Successful market research involves understanding and mastering all the stages involved in its design. To guide you through the process, we have put together 3 practical, complementary guides.
The 1st guide sets out the 5 key stages in carrying out a survey from A to Z: defining objectives, designing the survey, conducting the fieldwork, analysing the results and reporting back.
👉🏻 Guide 1: The 5 steps to conducting market research
The 2nd guide focuses more specifically on the different methods of gathering information in the case of qualitative research (observation, individual interview, group interview). It explains how to take advantage of each method and what their advantages and disadvantages are.
👉🏻 Guide 2: How to collect data for a qualitative study
Finally, the 3rd guide will give you all the tips you need to successfully create an interview guide, an essential tool for conducting information-rich interviews or focus groups: how to structure the guide, how to formulate the questions and how to interpret the answers.
👉🏻 Guide 3: How to create an interview guide for a qualitative study
These 3 guides are packed with practical advice on conducting qualitative research and obtaining reliable strategic information on your markets and targets.
