First step: knowledge of the company: Common sense marketing presents us with the correct way to establish marketing strategies depending on the organization's competitiveness, profitability, growth and positioning. It is also based on the needs of the consumer, the market, sales and human resources. Within this knowledge it is necessary for good performance to take into account the situational analysis of the organization, both internal and external.
Second step: knowledge and analysis of customers: Through databases, and through relationship marketing. Recognizing the client, keeping it, loyalty, is what is intended through relationship marketing, based on special clients through the Pareto law, who we will classify by consumer habits, in some cases through telemarketing, in addition to they must have a capturing capacity. Those who are not within this target will be our potential clients who in the future will give us the means to guarantee the growth of the company, and return to the reconquest of lost clients, with their respective corrective measures.
Third step: identification of the target micro segments: In this step we select the segments, through legal or natural persons, through certain criteria for each person such as age, geographic position and income level, in the case of the legal entity capital, productive sector and economic activity, in this way we will determine our target population.
Fourth step: what information should I know about the market: In this case that I know so much about my users, I must know their habits, their needs, in order to satisfy it, in addition to the prior knowledge that I must also have about the competition, marketers, suppliers, who are the ones who make up the management chain in satisfying customer needs.
Fifth step: how do I get the information I need about the market: Through theory, statistical information, data within the organization, observation, consultation, direct mail, interviews, these are the most appropriate tools to obtain the necessary information about the market that I can attack.
Sixth step: what do I do with the information collected: I make a market analysis map, where an approach is given to the strategies by strategic business units, taking into account the 4 p`s, the portfolio of products or services is established, Advertising by segments, in addition to conquering the client through the satisfied internal client, I establish merchandising, and direct marketing to be used.
Step Seven: How do I implement the decisions made: Through a strategic marketing plan, where I establish the design that will determine the qualitative and quantitative objectives, the product portfolio, the distribution channels, and the customer service, in addition to the operationalization.
