Monday, January 30, 2012

Thursday, January 19, 2012

DEFINING THE BUSINESS MISSION-GET THE EDGE

The foundation of any marketing plan is first answering the question: “What business are we in and where are we going?” The answer is your business’s mission statement.

WHAT IS THE BUSINESS MISSION?

It is an enduring (timeless) statement defining the core purpose and reason for the business’s existence. A mission statement reflects two elements: core purpose and core values.

WHAT IS A VISION?

A vision is a clear coherent business goal. It is embodied in the mission statement and establishes boundaries for all subsequent decisions, objectives, and strategies.

WHY IS IT IMPORTANT?

A vision is the source of motivation, passion and success. It guides and inspires trustees, directors, staff and clients. It serves to guide the compilation of a marketing plan and profoundly affects long-run resource allocation, profitability and survival. It is a reference point for the success of future activities and serves as a compass that lets employees, customers, and even shareholders know what the company stands for and where it is heading. It gives your business the edge.
“You have to know where you are going in order to get there. The more clearly the destination can be seen, the greater the desire to get there.”

HOW CAN YOU TAKE SUCCESSFUL ACTION?

Mission statements which are too narrowly defined suffer from marketing myopia (short-term thinking). This means that the business is defined in terms of products and services rather than in terms of the benefits customers seek. Alternatively a business mission may be stated too broadly and suffer lack of focus which can lead to poor venture decision making. Care must be taken when stating what business you are in. Correctly stating the business mission in terms of the benefits that customers seek is the foundation for the marketing plan. Hiring a professional to assist you with this will mean everything will be done properly the first time- which will ultimately save you money.

4 STEPS TO RESULTS

1. Have a plan and a vision that excites
2. Take immediate action
3. Be ‘zigging’ when everyone else is ‘zagging’
4. Hire the right people and give them the freedom to create your vision

Information without action is pointless. Set time and budget aside now for 2012’s strategic planning and development

MARKETING STRATEGY

About Me

My photo
Johannesburg, Gauteng, South Africa
Believing strongly in Intelligent, cost effective Marketing and Brand strategies, Nadia Lang +27 (0)73 607 0437] is a prolific strategist, marketer and brand developer. Nadia has two passions: strategy and brand building. She has a BSc honors degree and a management degree cum lade marketing and strategy; at 21 she satisfied the first by strategically planning and managing her own small business. After university, she became a full time marketer with a vision to create a one stop, cost- effective solution for all your marketing needs. Today, as part of her day job, Nadia focuses on corporate and creative marketing and branding, with an emphasis on strategic marketing and planning to meet objectives, gaining market share, building and sustaining long term brand equity, corporate profiling, websites, marketing campaigns, newsletters, ads, brochures, sales letters, multimedia proposals and presentations and communication channel creation.