Sostac™ E-Marketing Plan

Topics: Marketing, Strategic management, Management Pages: 2 (312 words) Published: April 18, 2013
What is SOSTAC™ ?
The SOSTAC Planning System is one of the most powerful planning systems ever developed. Simple but extremely effective, as it contains all the ingredients vital for the perfect marketing plan. Whether a blue chip, like IBM and BT, or small business, professionals who discover SOSTAC Planning System embrace it for life.

This method will help you to create, write and develop your marketing plan by breaking down into six elements: Situation analysis, Objectives, Strategy, Tactics, Action and Control.

How does it work on B2B company e-marketing plan?

1. Situation analysis
Internal audits
Current internet marketing audit (business, marketing and internet marketing effectiveness) Audience composition and characteristics
Reach of web site, contribution to sales and profitability
Suitability of resources to deliver online services in face of competition External audits
Marco-economic environment
Micro-environment C new marketplace structures, predicted customer activity Competition C threats from existing rivals, new companies and intermediaries Assess opportunities and threats (SWOT analysis)

Markets and product positioning
Methods of creation of digital value and detailed statement of customer value poposition
2. Objective analysis
corporate objectives of online marketing
detailed objective; tangileb and intangible benefits
online value promotion

3. Strategy definition
investment and commitment to online channels
market and product positioning
target market strategies C statement of prioritized segments, new segments, online value proposition and differential advantage, significance of non-customer audiences? Change management strategy

4. Tactics

5. Actions
Partnering and outsourcing
Budget including cost for development, promotion and maintenance Staff
Risk assessment
Legal issues
Team organization and responsibilities...
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