Strategic Thinking

Sound strategic thinking must be based on the four fundamentals of marketing:

• You must provide the right product (or service) at the right price and quality for a market, or market segment of adequate size and potential.

• You must develop the right distribution system to make your offering available to the target market.

• You must mount the right promotional advertising to ensure that the target market knows about, wants, and knows how to get your product or service.

• You must be dedicated to looking after your customers, by satisfying their present needs, and anticipating what they will want in the future. Customers not only vote with their feet, they tell their friends that your product or service is wonderful...or lousy. Happy customers are your best sales people.

Let ContactPoint support you with people toughened in the market, and trained in interpersonal skills to help the Board and senior management get clear on these issues, formulate action plans, and develop clear, co-ordinated briefs for those involved in production, sales, distribution, and outside agencies ( where appropriate.)