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On Target: The Book On Marketing Plans
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Strategy is focus. You have too much to do with too few resources. You therefore focus on specific target markets, on your most important products or services, and on your most productive sales and marketing activities.
The strategy pyramid puts strategy at the top, tactics in the middle, and programs at the base. Strategy means nothing without tactics and programs to make it real.
State your business in terms of its underlying value proposition. A value proposition defines the benefit offered, the target market group, and the relative pricing.
What is your competitive edge? How is your company different from all others? In what way does it stand out? Is there sustainable value that you can maintain and develop over time?
The idea of keys to success is based on the need for focus. You can't focus efforts on a few priorities unless you limit the number of priorities.
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