A format for marketing strategy
A marketing strategy is the primary driver of the business strategy.
It is therefore important to preface a marketing strategy with some contextual reference to the company’s objectives and positioning. For example: Corporate context Outline the corporate Vision (broad, long term direction and goals), Mission (path to reaching these goals), and Values (underlying support). These drive the business and influence employees and clients. They are important because they help send a clear message to all stakeholders about who the organisation is, what it stands for, what it will achieve in broad terms and how it will achieve it.