General Principles
Some things to keep in mind when making strategy decisions are
- Be creative.
- Consider policy and environment-level changes when appropriate.
- Keep your audience's perspective.
The marketing strategy you develop should be closely linked to the results of
all of your formative research (including your secondary data collection and
problem description). It should be easy to see the connections between the
components of the marketing strategy and what you know or have learned about the
target audience. The key insights you found in phase 2 when you were analyzing
your data should play a role in the strategies you develop in this phase.
Tip
Completing a table like the one below can provide a self-check that you have
connected the marketing strategy components with your formative research
results.
Data Collection Method |
Key Finding from Research
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Component of Marketing Strategy that Addresses the Key Finding |
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This type of table will allow you to easily see the link between
formative research results and your marketing strategy. It can also help you
document decisions made at this stage in a clear, concise manner and
facilitate sharing with partners and stakeholders.
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