Strategic Marketing Consulting

Strategic marketing consulting helps enterprise to make marketing plans, it contains two parts. First, it will select appropriate market and target based on rich market research data. Second, it will make implementation plan and marketing strategy.?

Up-Point’s point of view: marketing strategy is not just a target, it is a crucial marketing direction, once it has been established, very difficult to change, and it will penetrate into all aspect of marketing activities. The aim of strategic marketing is to lead the enterprise combines its resources and takes earlier marketing action than others. Strategic marketing will put all resources into the tactic track, and it will help the enterprise to make the most of the marketing strategy without constricted by pre-defined targets, this is the significance about making marketing strategy.

Up-Point strategic marketing consulting will help enterprise to catch important keys in marketing events, and uses less money to create more sales, therefore the enterprise can win the competition with its rivals and maintain a long-term sales success.

Main Content of Strategic Marketing Consulting:
Stage I:

· Market research, competition research, consumer research, product research
· Data analysis of market research results
· Demonstration of target markets and stage tasks
· Plan marketing strategies
· Plan channel marketing strategies
· Plan brand marketing and re-define strategies

Stage II:

· Category planning, sales point planning, special design planning
· Detailed marketing solutions, such as product packaging, appearance, promotions and etc.
· Channel business plan
· Plan appropriate channel
· Design the flow procedure, achieving procedure and facilitating procedure of product sales, end point and sales channel
· Develop enterprise’s brand notion, brand building strategy and implementation procedure
· Training, tutoring, sales management system planning and sales management designing

Up-Point Consulting always customizes differentiated strategic marketing solutions according to enterprise’s special needs
“Niche Marketing” Strategy “Surround Marketing” Strategy “Borrow the ship to go to sea” Strategy
If the competitiveness of the small enterprises is not strong then it is very difficult for small enterprises to compete with large enterprises.Therefore, it’s better to have a strategy avoiding face to face competition before the small enterprise gets stronger. The small enterprise should first focuses on market that dominated enterprises haven’t discover or don’t want to exploit which still can produce profits and grow stronger. By taking this “Niche Marketing” strategy, small enterprises can effectively avoid majority threats from the large enterprises and wait for themselves to grow stronger to gain more market share. Enterprises should learn to use larger enterprise to help itself to grow. Many larger enterprises have brand and market position advantages, and they are like shining stars in their belonging market. But these enterprises are not omnipotence, when they develop they need many associated jobs, such as small parts or services which need to be out sourced. Small enterprises can use those opportunities become a minor role player, and like secondary planet around fixed star, this also called the “Surround Marketing” Strategy. Enterprises can do international marketing, but this will be different from large enterprises make their international sales channel. Large enterprises can establish their own powerful agent networks, even subsidiary companies, therefore to control their product channel. For small enterprises do not have enough money, skills and human resources, therefore, “Borrow the ship to go to sea” Strategy will become valuable to them. This will require small enterprises to produce parts for large enterprise’s exports. By doing this, large enterprises will have better products to export to international market, and small enterprises will partially achieve internationalized. “Borrow the ship to go to sea” Strategy has a second meaning is to manufacture certain products for large enterprises then use their sales network to get into international market. The third meaning of “Borrow the ship to go to sea” Strategy is to collaborate with foreign companies and make a use of their capital, technologies, channels and management.
“OEM” Strategy “Intra-industry Alliance” Strategy “Category Break Through” Strategy
OEM is a model will solve the lacking resources problem by only maintaining the core functions, such as production, marketing, design, finance and so on, then out sourcing the rest. It means the enterprise will not have a complete functional structure but supported by contractors. This is a quite effective strategy for enterprises who have smoothed their core functions already, and these enterprises can use virtual human resources, virtual function groups as well as virtual factories. Therefore, these enterprises can centralize their energies to the most value added areas and move production to a cheaper place. An individual enterprise is weak; the intra-industry Alliance Strategy will create a group of strong enterprises by sharing their resources and collaborating on projects. When a product in a market reached to a stage that technical mature, competition intense and product functions are similar, the only way to improve competitiveness is to reduce price. New product will require a creation and this creation can come from both category and concept. Create a new conception will use. Create a new category will require market differentiation and target market planning. First, identify main competitive products, then try to find any niche market and build a new product different from current main products. Create a new category based on consumers will require a requirements database, then analyze these requirements and find visible requirements. Then perform quantitative analysis to these requirements and further discover unmet requirements of the market, use them to design the new product.