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II. MARKETING GOAL

[approx. 15 words]

Set your own realistic goal. Marketing goals should have two things – a focus (either monetary or non-monetary) and benchmarks (by how much and by when). Monetary goals can be net income, margins, return on investment, retail sales (and others) while non-monetary goals can be sales volume, market share (and others).

III. MARKETING STRATEGY

At a basic level, marketing strategy is identifying the target market, and defining the value proposition. You can find additional resources and frameworks in chapter 8 of the text.

Target Customers

Segment the market and identify one segment you will target. Develop a profile of your target segment.

Value Proposition

The value proposition is addressing the question “why will your target customers want to buy this product?” You should construct a positioning statement, and you may want to include a positioning map in your analysis.