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Strategic Marketing Tools

Our tools are organized under our 5-Step Planning process. Scroll down to find the step and tool that interests you most.

plan process

Mkt Step 1: Pre-planning Tools

It is a sad fact that many marketing plans do not get implemented well.  There are many possible reasons for this but certainly poor project and change management is a key one.  If you do the pre-planning work well, there is more chance the Marketing Plan will be accepted and implemented.   Here are some useful tools that we have used to help get the Marketing Planning Project off to a good start. They can also be used for other sales and marketing projects that are either about to get underway, or are already underway but seriously drifting from their original goal!

1.1 Terms of Reference

1.1 Terms of Reference 1.1 Terms of Reference 1.1 Terms of Reference

 

This template covers all the areas that you need to consider in defining the project to create a successful marketing plan.  Make sure that the key stakeholders in the planning process (the key contributors, reviewers, budget holders and implementers) have had the opportunity to agree these terms with you before you get started.

 

The Terms of Reference is suitable for any business of any size.  It asks some simple but vital questions and helps you get going professionaly. It will help you avoid wasted effort early on and save you a lot of internal selling later!

 

Format: Microsoft Word 97-2003

Cost: £ FREEDownload now


Mkt Step 2: Marketing Audit Tools

In order for you to get somewhere, you need to know your starting point.  In many businesses that we have worked in the management team have been too late to see the best opportunities and too slow to address their biggest issues.  These tools will help you cover the key ground undertaken in a market audit and build an insightful diagnosis of both the current situation and the desired goals.

2.1 SWOT Summary

2.1 SWOT Summary 2.1 SWOT Summary

The SWOT tool is one of the most important tools in strategic marketing.  It is also one of the most maligned and misunderstood.  90% of the SWOTs that we see are done badly and have little use in developing strategy. SWOT means Strengths, Weaknesses, Opportunities and Threats.  Done correctly , it should provide a one-page summary of your entire market audit and point towards the key issues that need to be addressed in the marketing plan.

 

This simple tool will help you undertake your own SWOT effectively and provide a professional situation summary in your marketing plan.

 

Format: Microsoft Excel 97-2003

Price (including VAT): £ 1.20 Order & download now


Mkt Step 3: Marketing Strategy Tools

Once you have achieved solid insights into your business and the marketplace, then you can formulate your goals, targets and market strategy.  This consists of answering three simple questions: what do we need to achieve, when and how?  The following tools will help you frame and answer these questions professionally and profitably.

3.1 Strategy Summary

3.1 Strategy Summary 3.1 Strategy Summary

If you need to develop a strategy for your own business, this tool will help you understand the different strategic options and define them simply and clearly.  Based on the work by leading marketers like Kotler, Ansoff and Porter this will help you understand the different options and integrate them into a single statement which will keep all your downstream marketing efforts on track.

 

This tool is suitable for any business that wants to reduce wasted marketing expenditure and develop laser clarity on HOW they are going to achieve their goals.

 

Format: Microsoft Excel 97-2003

Price (including VAT): £ 1.20 Order & download now


Mkt Step 4: Marketing Plan Tools

The Marketing Plan is THE document that explains how your business will interact with the marketplace in the future.  It is there to ensure you take a pro-active approach in developing the business and customers that YOU want, rather than be left with the business and customers that no-one else wants.  It is key to helping you answer the big questions about your business direction, so that you can be sure all the day-today work is leading you to the successful business you (and your shareholders) desire.  The Marketing Plan provides the input and direction for all the other plans in your business and should be completed first.

4.1 McDonald Marketing Plan

4.1 McDonald Marketing Plan 4.1 McDonald Marketing Plan 4.1 McDonald Marketing Plan

 

This is a complete strategic marketing plan created from the Forms shown in Chapter 13 of Professor Malcolm McDonald’s best selling book, ‘Marketing Plans, How to Prepare Them, How to Use Them’ now in its sixth edition.  Professor McDonald is a world authority on marketing planning and has worked with many of the world’s leading businesses and universities.  

 

The McDonald Marketing Plan is not over-demanding on the detail and allows you to quickly get to grips with the key strategic issues.  It is prepared in Microsoft Excel which generates charts automatically from the data you enter and the plan format can be altered to suit your own purposes.  It also includes some additional pages such as a Cover Page and Actions Page.  This is an excellent and authoritative self-contained plan for you to use, fully supported by the book (see the “Read” section on this website)

 

Format: Microsoft Excel 97-2003

Price (including VAT): £ 36.00 Order & download now


4.2 Market2win Marketing Plan

4.2 Market2win Marketing Plan 4.2 Market2win Marketing Plan 4.2 Market2win Marketing Plan

 

This is a complete strategic marketing plan which has been used by large businesses over many years.  It includes a wide selection of strategic tools used and favoured by senior marketing  professionals including a one-page Executive Summary, a Market Summary, Core Competencies analysis, Competitor analysis, Value Proposition analysis, SWOT Summary, Strategy Summary, Baseline Plan, Opportunity Plan, Growth Targets, Marketing Tactics , Actions and Key Risks & Assumptions.

 

The Market2win Marketing Plan is  suitable for those wishing to undertake a detailed review of their strategy and who operate in multiple product lines and markets.  It is prepared in Microsoft Excel which generates charts automatically from the data you enter and the plan format can be altered to suit your own purposes. This is a very practical and comprehensive tool to help you both conduct your market audit and write a first-class plan.

 

Format: Microsoft Excel 97-2003

Price (including VAT): £ 36.00 Order & download now


Mkt Step 5: Plan Implementation Tools

Once written, the Marketing Plan must be a living document that is used continuously throughout the business, throughout the year, to keep the business on track to reaching the key goals.  These tools will help you implement and review the Plan successfully.

5.1 Global Sales Tracker

5.1 Global Sales Tracker 5.1 Global Sales Tracker 5.1 Global Sales Tracker

In global organizations, there will be many leaders that will want to see their slice of the action.  They will naturally ask the question, “What’s in it for me?”  The Plan needs to show them the key sales information relevant to their business area. On the upside, the opportunities for cross-selling  across different business areas are often very high.

This template allows you to capture and track a range of key metrics for a global market including sales, market share, cross-selling  ability and profitability split by year, business unit and country.  Moreover, the template can be used flexibly to show these metrics by different products, market segments or national territories.

Based on years of continuous development with our global clients this will save you a lot of headache in developing your own template, help you set clear targets and provide you with great metrics & graphs to track your sales performance.

 

Format: Microsoft Excel 97-2003

Price (including VAT): £ 1.20 Order & download now


Fashion2Win flyer

Fashion2Win flyer Fashion2Win flyer

The Fashion2Win Simulator is a software tool that helps students to learn and practice key strategic marketing concepts in the fashion industry.  It does this by enabling students to compete against each other in a virtual marketplace in an enjoyable and realistic way.
 
The Simulator has been developed with the full support of Professor Malcolm McDonald, Emeritus Professor at Cranfield University, Honorary Professor at Warwick Business School, author of over 40 books, numerous academic papers and one of the world’s leading experts in strategic marketing.
 
This free flyer provides a summary of the tool and how it delivers better learning outcomes. 

Cost: £ FREEDownload now