Company Objective: Marketing

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Your ambitions for your business is an extension of the marketing strategy.

Where do you want your company in about five years time? You probably have an idea what you want to achieve with the company. The goal you have in mind should be translated into a marketing strategy. A good starting point in formulating your marketing strategy is going through the marketing policy, product, price, promotion, obtain orders and distribution.

Click above, the starting point in formulating your marketing objective is to answer the questions in the example.

Product objective

Your product is the starting point of your marketing strategy and is probably the reason that you started your own business.

In itself a good motivation, but remember that a product in unchanged form not last forever.

Product and life cycle

A product has a life cycle as users for example demand other technical requirements or comfort wishes.

How long the product life cycle is affected by production cost, can it be reduced? Or can the product be modified so that the product has improved features, which the user can appreciate?

Click next, with marketing a product one takes into account the life cycle. In which phase of the product cycle do you classify your product?

Objectives products and/or services

How do you see development of your product in the years ahead?

How would you like the product portfolio of your company looks like in five years? Also remember what that means for product development. What is needed to develop new products, where do you get the ideas come from? Developing a product usually goes through the following phases: development, investment phase, test phase and finally the product is launched.

Click next, for each stage of the product development is assigned an accountable and a time limit for each stage is set.

Product Objectives

  • Please describe what the customer expects of the product and/or services.
  • Describe the functions of product and/or services that meet the needs of the customer.
  • Describe how and where the customer applies the product and/or services.
  • Describe the characteristics of the product, dimensions and colours.
  • Describe why there is just for “that particular” product name is chosen.
  • Please describe what is there to say about the brand name.
  • Describe the benefits of product and / or services in respect of the competitor.

Price Objectives

Each product has a price. But the difference between cost and selling price is not a standard calculation.

The price component of the marketing strategy is linked to the value of your product and/or services for the customer. What is your product or services worth for the customer either what is the added value of your product or service for the customer? Consider what price you can ask when you take into account the desired position in the market.

Cost Price

The selling price of a product is determined by market mechanism and not by the producer.

Customers buy the products as required and the price has an acceptable level. The only thing the producer influence are the costs that the supplier makes in order to produce and bring the products on the market. The total costs of a product consists of two components, the direct costs of production and a portion allocated. The allocated costs are a percentage of the total general costs and sales costs. Cost is an important indicator it tells you how efficiently your company is using the resources.

Click above, the cost of a product has multiple functions.

The cost of a product has multiple functions:

  1. The cost price indicates the price it must be sold to make profits, but beware if your selling price is too high, the market is reacting negatively.
  2. The cost price is a means to determine how efficiently the company can put the products in the market.
  3. The cost prices are required in order to be able to determine the operating result.
  4. The cost price do you need to determine working capital (current assets).
  5. The cost price you need to decide do it yourself or outsource.

Price objective of product types

  • Determine the selling prices of products and/or services, per product type. ….
  • Determine the purchase or cost prices of products and/or services, per product type. ….
  • Determine the gross margin of products and/or services, per product type. ….
  • Determine the operating profit, before deduction of taxes and interest rates, products and/or service, per product type. ….

Distribution Objectives

Distribution policy is determining which marketing channels the company are going to use to put the products in the market.

It is important to conceive within your marketing strategy through which marketing channels you your products sell. Do you use intermediary parties such as the wholesale channel, your products are sold directly to the end user or is your product a part of another product? In which regions are you active and for whom your product is intended?

Each distribution channel is forcing the company to take into account the promotion policy, how will the market goals be achieved? What promotion activities are deployed? What is the pricing policy, which discounts are granted etc., in short there must be a well thought out promotion plan for each sales channel.

Distribution Objectives

  • Describe the location where the products and / or services are offered. Consider accessibility, public transport, parking, etc.
  • Describe and make an layout of the location where the products and / or services are processed. Think of the work to be performed, production, warehouse, office, shop etc.
  • Describe what distribution channels are going to be used.
  • Does a sales staff increases the turnover? If so, by how much is the € …. turnover and the gross margin increased?
  • What does your competition, and what is it to learn and how to differentiate? Describe any advantages and disadvantages that there are in respects of the competition.

Order Objectives

Order Policy is actively acquiring orders by the sales representative.

The salesperson is the business is the visiting card of the company, face to the outside, making the image of the company. In addition, the salesperson is always under pressure because orders have to be booked. The salesperson must have special qualities to be successful in closing orders. The sales staff is selected on the following qualities, relationship builder, empathy, problem solving ability, should be able to recognize buying signals and able to book the order.

Not everyone can sell!

It goes without saying that the selection of the salesperson can not be left to chance, but that extreme care should be taken to get the right man/woman on this crucial place. The turnover of the company is dependent on the qualities (skill) of the salesperson. In the publication “Selling is a profession “ is once again clear that commercial talent must be present to succeed as a seller.

When does the customer decides to buy?

Actively selling rarely succeed because the customer tends to postpone as long as possible the purchase, even though he knows months in advance that on a certain date he the products must have even then postpone purchase until the last moment. The visiting salesperson can hardly exercise influence. The customer decides to purchase usually when there is no salesperson around. Does this make the salesperson less important? Instead, read about it in the publication “When does customers buy?”

Order Objectives

  • Describe what qualifications the salesperson must meet.
  • Describe the tools that supports the salesperson.
  • Determine the minimum turnover …., per week/month, which sales representative must realize.
  • Determine how many new customers per week / month the salesperson must acquire.
  • Determine which information the salesperson should collect about customers.
  • Determine which information the salesperson should collect about competitors.

Promotional Objectives

Promotion is highlighting your products with the aim to have a positive influence on turnover. An optimal promotion is therefore an important part of the marketing strategy.

How are you going to bring your product to the attention of your potential customers with advertising and other means of communication? Think also of the various sales opportunities, such as the deployment of field staff and / or internet sales. This part of the marketing strategy should determine the sales and promotion budget.


There are various possibilities to advertise, regional or national newspapers, magazines, radio/tv etc.

The decision to advertise is primarily depending on whether the target group is reached and, secondly, the effectiveness of the advertising. Is the turnover positively influenced and against what price?


  • The decision to advertise is supported by the costs and revenues that will generate.

Sales Employee

The sales representative is in direct contact with the potential customer and is therefore ideally suited to exercise positive influence on turnover.

The benefits of a sales representative, business relationships are maintained, explain details to customers, answer questions immediately, closing orders, and has an important signal function in the feedback of information to the company. The sales representative is the business card of the company, it is important how the employee presents himself and what tools he / she has.

Who is your competitor

Most sellers have some idea of who their competitors are. They can mention four or five names. The following question is already harder. Why buy some of your customers from the competitor?
In an article ” Learn to compete “ discusses: how you can discover competitors.

How do you beat the competition ?

One of the hardest things as a seller is deciding how you deal with competitors.
On the one hand, you know that you are not allowed to tell negative things about your competitors, on the other hand it is often difficult to convince a customer that you’re better than the competition, without lapsing into price. discussions. How do you win from the competition, without damaging the confidence of the customer? Read about that in the article” Beat the competition “.


  • Determine the minimum turnover € …., per week / month, which the salesperson must realize.
  • Determine how many new customers per week/month the salesperson must acquire.
  • Determine which information the salesperson should collect about customers.
  • Determine which information the salesperson should collect about competitors.


Free publicity means getting attention for products and or business without any financial compensation in return.

All information about newsworthy products and whether the company will be eligible for editorials. Editorials have a big advantage because the objective outsiders information. Be very alert to all new developments in your company and try to get placed editorials in the major media.

A good press release

A press release must satisfy certain conditions before it will be intresting for the writer of a magazine or website to post it. But what is a good press release? You can read about in: “the secrets of a good press release”


  • Describe in what media you want to publishe
  • Generate a monthly newsletter, and offers this for publication.

Sales Promotion

Sales promotion activities aimed at the purchasing behaviour of customers to have a positive influence on short term.

The sales promotion is aimed at actively encourage consumers to buy. Sales promotion is achieved through incentives and rewards that consumers must persuade “now” to buy rather than late. A good example is, “buy now and pay next year “.

Loyalty programs that work

Discount coupons, loyalty cards and other loyalty programs. Their are many programs around, but are those programs really workinhg? And, if they work, how can you then get a better score than your competitors?
customer loyalty, how well works loyalty programs?““explains which programs work best.


  • Describe for the next twelve months all sales actions, the actions should encourage the customer to buy.
  • From each sale action there is an costs and revenues forecast.
  • Make a schedule when and where the place sales promotions take place.