Stakeholders Classification for Marketing Planning
Before you read this article, it’s recommended to understand different types of stakeholders before understanding their classifications and how to handle each type of stakeholders.
In this article you will learn about:
- How to make Stakeholders’ Classifications?
- How to manage different types of stakeholders?
How to make Stakeholders’ Classifications? (Stakeholders Classification for Marketing Planning):
To classify your company’s stakeholders, there is a matrix called ‘Stakeholders Mapping‘ created by “Brooks & Weatherston, 1997″ which explain how to make classification of stakeholders according to their Power (authority in controlling your business) and Interest (how they like to be involved in your company Strategies).
How to manage different types of stakeholders?
Gardner et. Al created a matrix to help you to handle each category of the above, separately; A, B, C and D.
The management the four categories have been illustrated easily in the previous matrix, but the most important category is D ‘Key Players’ ; because they are powerful (having the authority) and highly interested in the new marketing strategies for the company, so their decision are critical for the new marketing strategies or corporate strategies that are related to the company’s business. So they called key players, as they play a key rule in the strategic decisions of the company.
There is another classification of the Stakeholders which based on their Power and Dynamism of their stance (Stakeholders Classification for Marketing Planning):
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