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Each of the steps has been reformulated as a question, 13 in total. These questions need not be addressed in their numerical sequence. You may wish to start with questions to which the answer is most obvious or intuitive to you. As you will see, all questions entail a series of additional questions which will need to be answered at one point or another.
In a simplified way, the 13 questions can be bundled into four groups of questions:
• What is the idea, the positioning, the competitive advantage in creating value for the customers and the company?
• What are the strengths, weaknesses opportunities and threats this marketing idea is confronted with?
• What are realistic objectives and basic strategies that result from the above SWOT analysis?
• What are the most important marketing mix elements?
Subsequently, this marketing concept can be expanded into a business concept by describing the relevant company structure and processes as well as they resources required to translate the concept into action...
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