Formulate and execute a marketing strategy

WHO IS IT FOR ?

Executives accountable for the marketing strategy of their business unit, business leaders, marketing directors, marketing managers, product managers, and sales managers.

how ?

In-person or remote, in-company or inter-company

DURATION

1.00 day(s) 1:00 hours

HOW IT ADVANTAGES YOU

- Develop a strategic diagnosis
- Apply the matrices and decision-support tools
- Assess the competitive environment
- Target business portfolios
- Creating value

ON THE PROGRAM

Business strategy and marketing strategy

To place strategic marketing in the overall demand of marketing.

The company's project, mission and objectives.

Strategic choices and company orientations: coherence, reference framework, performance indicators.

Strategic diagnosis

Diagnosis of the situation: approach, key principles.

Identification of the environment: internal and external analysis.

Decision support tools

Decision support matrices (McKinsey, ADL, Porter, etc.).

BtoB tools: RMC and RCA.

Strategic segmentation

Manage marketing segmentation and strategic segmentation

The definition of SARs.

Competitive strategies

Assess the competitive environment.

Porter's model, cost domination, differentiation, segmentation.

Kotler's contributions (leader, challenger, follower, specialist).

Business portfolio strategies

Simplifying models: BCG, Arthur D. Little.

Use a complex model: the attractiveness-assets grid.

The Ansoff matrix.

Positioning and value creation

Brand positioning and value: notions of distinctive competence, brand image and customer value.

Perceived value, desired value.

Scenarios and projects to operational plans

You wish to participate in a training course

Reviews from our employees

Available trainings

Softskills

Developing human and interpersonal skills to communicate more effectively, manage, assert oneself, and handle complex situations in a professional context.

Tools

Training in the effective use of office and collaborative software and applications to enhance productivity and the quality of everyday work.

Training program

Supporting learners in mastering structured tools and approaches to organise, manage, and enhance their work with precision and effectiveness.

Languages

Supporting learners to improve their foreign language skills in order to communicate confidently and effectively in an international professional context.

Sustainable Development

Raising awareness and equipping participants to integrate environmental and social issues into their professional practices and strategic decisions.