Elements and Performance Criteria
- Set strategic marketing goals and performance indicators.
- Analyse suggestions for adjustments or changes to marketing goals.
- Develop strategic performance indicators to underpin marketing strategies by business unit or product area.
- Formulate marketing guidelines by business unit or product area.
- Differentiate market segments.
- Develop new market entry strategies by market segment as required.
- Collaboratively develop goals and performance indicators for a strategic marketing plan.
- Identify key result areas and set key performance indicators for relevant components of the strategic marketing plan.
- Determine resource requirements for a team to meet strategic marketing plan objectives or key performance indicators.
- Ensure final strategic marketing plan conforms to, and assists achievement of, business and strategic planning objectives and projections.
- Predict trends.
- Position products and services to gain sustainable market advantage.
- Develop market assessment measures to evaluate impact of forecasts on market demand.
- Analyse future forecasts of market demand.
- Analyse market position for the business in relation to major competitors.
- Evaluate strategies best suited to enhance market advantages, within a product or service area, with particular reference to supply continuity, product and service mix, distribution, quality factors (e.g. time, cost, and variations), access and brand recognition.
- Analyse potential competitors for the businesses' market position.
- Maximise planning and monitoring frameworks.
- Foster cooperation between different teams and operational areas to establish effective planning and monitoring frameworks for the marketing plan.
- Coordinate meetings and incorporate input from internal and external stakeholders into the strategic marketing plan.
- Set action plans and priorities for the strategic marketing plan.
- Ensure opportunities and processes exist for informed decisions and adjustments to be made to marketing budgets and targets.
- Manage development of the strategic marketing plan to meet the overall business planning cycle.
- Implement the strategic marketing plan.
- Develop policies and procedures for implementation and communication of strategic marketing plan.
- Establish and apply approval process for amendment and replacement of key performance indicators within the strategic marketing plan.
- Establish action planning processes and procedures.
- Establish mechanisms to monitor, report and evaluate attainment of key performance indicators and key result areas.
- Submit recommendations to improve information management, collection and analysis relating to strategic marketing plan implementation to relevant executive managers.