Marketing planning
The SOSTAC Model developed in the 1990’s by PR Smith is difficult to beat. It is a straightforward model that goes systematically through the steps to build a marketing plan, and helps to ensure that all relevant factors are considered, without the need to go into excessive and expensive detail.
The model then continues to look at the practical issues of putting the plan into practice.
SOSTAC is an short form for the 6 basic elements of the Marketing Plan:
Situation
Where are we now?
Objectives
Where do we want to get to?
Strategy
How are we going to get there? – The Big Picture
Tactics
How are we going to get there? – The Detail
Actions
Who is going to do what and when?
Control
How can we control, measure and develop the process?
One thing we need to be aware of: Often people deal with the SOS as a wish-list of
achievements and then fail to develop and implement a detailed, controllable &
measurable action plan (the TAC). This leads to a statement of great goals with no
clear idea of how – or even if you can achieve them.
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