Putting Together a Marketing Strategy
So far, we've looked at marketing strategies from the perspective of specific marketing activities across all industries and businesses. However, it can help to be more specific. Read this section on the global forest industry, which gives a much more detailed look at how the industry operates and formulates its marketing strategies. This section covers the forest industry in specific markets in Europe, including a case study of a sawmill that shifted its focus from one aspect of its business to another. This section gives an in-depth look at its strategic planning process and how that process led to choosing specific marketing efforts.
Introduction
After reading this Chapter you should understand the following:
- How marketing planning works in practice.
- How a scientific approach can be used in developing a marketing plan.
- How theory can be a tool in marketing planning.
- The major steps in marketing planning and the information that is included in each.
The market analyst must fully understand general theories and principles of marketing and be able to link those with personal experience to efficiently create a marketing plan. Below we outline the process of marketing planning and provide a real-world example to illustrate how the process works in practice.
Source: Eric Hansen & Heikki Juslin, https://open.oregonstate.education/strategicmarketing/chapter/chapter-7-putting-together-a-marketing-plan/
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