Marketing Strategy
Defining the long-term approach and plan for achieving marketing objectives, including target market selection, positioning, marketing mix (product, price, place, promotion), and resource allocation.
Proficiency Level
Level 1 (Follow)
- Understands the key elements of the organisation's marketing strategy relevant to their role (e.g., target customer segments, core value proposition).
- Executes assigned marketing tasks in a way that is consistent with the overall strategy.
- Is aware of the main marketing goals for their product or service area.
Level 2 (Assist)
- Assists in gathering market research data (e.g., customer surveys, competitor analysis) to provide input for strategy development.
- Helps document specific components of the marketing plan or strategy under the guidance of senior marketers.
- Supports the tracking of marketing performance metrics related to strategic goals.
Level 3 (Apply)
- Contributes to the development of marketing plans for specific products, services, or market segments, ensuring clear alignment with the overarching marketing strategy.
- Analyses market data, customer insights, and competitor activities relevant to their area to inform tactical decisions.
- Provides input into defining elements of the marketing mix (e.g., promotional activities, feature suggestions) for their assigned scope.
Level 4 (Ensure)
- Develops comprehensive marketing strategies and plans for specific business units, major product lines, or key target markets.
- Defines clear value propositions, positioning statements, and competitive differentiation strategies.
- Manages the allocation of marketing budgets and resources effectively to achieve strategic objectives within their area.
Level 5 (Strategise)
- Leads the development, articulation, and implementation of the organisation's overall marketing strategy.
- Makes strategic decisions regarding market segmentation, targeting, branding, portfolio management, and overall market positioning.
- Ensures deep alignment between the marketing strategy, sales strategy, product strategy, and overarching business objectives.