Guerrilla Marketing in love with marketing planning!
Strategy is the matching of the activities of an organization to the environment in which it operates and to its own capabilities (Johnson & Scholes, 2001).
So when you start to prepare your Guerrilla marketing plan to make a strong Guerrilla marketing strategy, you should consider those very important three factors;
1. Define your business
2. Define your Guerrilla marketing core competencies.
3. Prepare an integrated Guerrilla marketing mix.
The following diagram shows you how the previous three factors could incorporate together to make a very strong Guerrilla marketing strategy:
Adapted from Drummond, Ensor & Ashford, 1999
So let’s take each factor in details:
1. Defining your company Business:
- Market Analysis: to conduct a strong Guerrilla marketing analysis, you should consider both internal and external factors that could affect your market.
- The Internal factors called Internal Audit, Internal environmental analysis or Micro Environmental Analysis.
- The External Factors called External Audit, external environmental analysis or Macro Environmental Analysis.
So Macro and Micro Environmental Analysis will help you to define your company business well.
2. Develop Guerrilla Marketing Core Competencies:
Those include your Guerrilla marketing capabilities, the skills of your market executives, your sales team, how much you are going to invest in your products, the facilities and resources that you could use to implement your Guerrilla marketing plan.
The core competencies are called “Competitive Guerrilla marketing Strategies” which are competitive Guerrilla advantage strategy, Guerrilla growth strategy (Ansoff’s matrix) and Guerrilla market positioning strategy.
3. Develop an Integrated Guerrilla Marketing Mix:
The Marketing Mix is called 7 P’s in most of marketing books, which are:
- Product Mix.
- Promotion (Integrated Guerrilla Marketing Communications).
- Physical Evidence.
When you manage all of the previous three factors; defining your business, determining your core competencies and integrating your Guerrilla marketing mix, you should consider the following issues:
- Synergy: means to manage all of the three factors together, monitoring the implementation phase and preparing your actions if any possible risk could happen.
- Consistency: means to manage all of the three factors all the time, you should monitor your competitors all the time, observing and analyzing the marketing dynamics and changes, develop your competencies that help to create you a differentiation in the market, implement your marketing mix and predict the possible risks before it could happen.
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