Strategy and strategic management are critical to the success of enterprises, large and small, as they align mission and vision with the actual operating of the business. At Diablo Lake Consulting, we place a premium on the development of marketing, digital, social and content strategies as it is the rigor of those processes that deliver a clear and memorable articulation of the story the enterprise tells the market.
Strategy is inherently linked to a company's mission statement and vision; these elements constitute the core concepts that allow a company to execute its goals. The company strategy must constantly be edited and improved to move in conjunction with the demands of the external environment.
Situational analysis provides a holistic view of both internal and external dynamics of a company’s business environment and the potential impacts on performance. They are part of an integrated strategy and planning system that includes global environmental analysis, industry analysis, market analysis and the analysis of companies, clients and competitors. Specific tools we employ in creating a robust situational analysis include the 5C’s, SWOT analysis, Porter’s Five Forces and PEST/PESTLE Analysis.
Segmentation allows you to identify and define discrete buyer groups within a larger market to better ensure alignment of audience with your value propositions. A defined market segment consists of prospective customers possessing common business traits, challenges and needs, leading to greater efficiency with resources - including money and time - when mounting campaigns to attract new customers. The process of market segmentation employs behavioral, geographic, demographic and psychographic factors to create discrete target groupings. Ultimately, this process establishes the platform for robust customer profiling and well-defined buyer personas.
A marketing strategy is your comprehensive game plan for creating awareness among your target constituencies and markets with the goal of creating customers and advocates for your product, service or solution. The marketing strategy informs the marketing plan, which is a document that lays out the types and timing of marketing activities. A company’s marketing strategy should have a longer lifespan than any individual marketing plan as the strategy is where the value proposition(s) and the key elements of your company’s brand reside. These things ideally do not shift significantly over time.