INTRODUCTION

This is the Marketing Strategic and Tactics model Stra

The aim of the model is to find the propper marketing strategy for the

The Stratics 2.0 model is a directional model which will allow for strat
three strategic models and a complete understanding of tactics and the

The whole process is designed to be bespoke to any en

The Stratics 2.0 model shows the current strategy and tactic
gives the ability to decide what to do now in order to improve current po
what will the wanted future be, based on the information give

The model is used in a way that the user follows the given questions in order to d
of the company in Life time, BCG matrix, Ansoff matrix and M
Resulting position of the company is presented in the GE/ Mc
with the proposition on what should be done to improve the b
The model has the ability to give propositions on what should be
improve the current position of the company and what in order to gai
Remarks:

The model uses macros and therefore it is suggested to set the low l
The button "Hide tools" is used to set the model to best disp
The button "Show tools" is used to open the normal MS E

In order to start using the model, please, press the button "Next" and

DUCTION

c and Tactics model Stratics 2.0

arketing strategy for the company or a product.

which will allow for strategic thinking based on

anding of tactics and the optimum marketing mix.
to be bespoke to any enterprise.

urrent strategy and tactics inlignment,

er to improve current position of the company and
on the information given to the model.

en questions in order to define the propper current position

atrix, Ansoff matrix and Marketing mix.
presented in the GE/ McKinsey matrix
e done to improve the business result.
sitions on what should be done in order to
and what in order to gain the desired position.

uggested to set the low level of macro security.

et the model to best display settings.
to open the normal MS Excel view.

ess the button "Next" and follow the questions:

Life Cycle

1 What is the name of the company or a product you want to make the marketing strategy for?

2 Where would you position your company/product in a life cycle?

Please, consider the income growth of the company/product.
0
- -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10
-20 10

-40
-60

-80
-100

Move the scroll, please.

3 How important do you find the life cycle of your company/product for your business development?
Low

High

Boston Consulting Group Matrix

4 What is the relative growth rate of your company? (100% equals highest growth rate on the market)
0%
100

Move the scroll, please.

5 How important do you find the relative growth rate of your company for your business development?
Low

High

6 What is the relative market share of your company? (100% equals highest market share on the market)
0%
100

Move the scroll, please.

7 How important do you find the market share of your company for your business development?
Low

7
100

Growth rate

50

4
0

100

50

Market share

High

Ansoff Matrix
8 What is the percentage of new markets?
0%
100

Move the scroll, please.

9 How important do you find the percentage of new markets for your business development?
Low

High

10 What is the percentage of new products?

0%
100

Move the scroll, please.

11 How important do you find the percentage of new products for your business development?
Low

% of new markets

100

50

0
100

50

% of new products

High

4P Elements
12 Please select your optimum Marketing mix and
pick the most important and 2nd most important element for 4P's.

Picked element

Picked variable

Most important thing

Element if "Other"

Important thing
Most important thing

Element if "Other"

Important thing
Most important thing

Element if "Other"

Important thing
Most important thing

Element if "Other"

Important thing

Variable if picked "Other"

#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A

Please find it important to enter your element or variable in yellow cell if selected element is "Other".

#N/A
#N/A

Unit selection
0%
Max

100

Chose unit, define min and max and move the scroll, please.

Min

If "Other"

#N/A
Low

High

#N/A

Unit selection
0%
Max

100

Chose unit, define min and max and move the scroll, please.

Min

#N/A
Low

7
100

#N/A

50

0
100

50

#N/A

High

If "Other"

#N/A
#N/A

Unit selection
0%
Max

100

Chose unit, define min and max and move the scroll, please.

Min

If "Other"

#N/A
Low

High

#N/A

Unit selection
0%
Max

100

Chose unit, define min and max and move the scroll, please.

Min

#N/A
Low

7
100

#N/A

50

0
100

50

#N/A

High

If "Other"

#N/A
#N/A

Unit selection
0%
Max

100

Chose unit, define min and max and move the scroll, please.

Min

If "Other"

#N/A
Low

High

#N/A

Unit selection
0%
Max

100

Chose unit, define min and max and move the scroll, please.

Min

#N/A
Low

7
100

#N/A

50

0
100

50

#N/A

High

If "Other"

#N/A
#N/A

Unit selection
0%
Max

100

Chose unit, define min and max and move the scroll, please.

Min

If "Other"

#N/A
Low

High

#N/A

Unit selection
0%
Max

100

Chose unit, define min and max and move the scroll, please.

Min

#N/A
Low

7
100

#N/A

50

0
100

50

#N/A

High

If "Other"

ELEMENTS
Product
Most important
Important

Place
Most important
Important

Price
Most important
Important

Promotion
Most important
Important

OK

OK

Cancel

x
y1
y

-10
-100
-100

-9
-81
100

-8
-64
100

-7
-49
100

-6
-36
100

-5
-25
100

-4
-16
100

-3
-9
100

-2
-4
100

-1
-1
100

0
0
100

1
-1
100

2 3 4
-4 -9 -16
100 ### ###

5
-25
100

6
-36
100

7
-49
100

8
-64
100

9
10
-81 -100
100 100

BCG
Matrix

x1
y1
100 100

x1
y1
100 100

Ansoff Matrix

Importance for the company

Importance for the company
Life cycle of the company

x
y

1
1

0
-100

Growth rate 0
Market share 0

4
0
50

-100

50

1
1
1

100

x1
y1
100 100

1
50

Importance for the company

x1 y1
### 100

50

### 0
### 0

1
1
1

#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A

4
0

100

#N/A

Importance for the company

#N/A

Most important thing

Important thing
Most important thing
Important thing
Most important thing
Important thing
Most important thing
Important thing

% of new products

### 0
### 0

#N/A

Market Share

#N/A

#N/A

% of new markets

50

100

#N/A

7
100

-80

#N/A

1
1
1

100

#N/A

-60

Growth Rate

- -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10
-20 10

% of new markets 0
% of new products 0

100

-40

Importance for the company

1
1

1
50

0
100

Company's real position is 0; 14.3, which is the sector 4 and the

proposition is to harvest!

50

#N/A

14.3

Divesting line

Importance for the company

1
50

1
1
1

100

#N/A

### 0
### 0

1
1

x1 y1
### 100
50

#N/A

Importance for the company

### 0
### 0

50

#N/A

x1
y1
100 100

100

#N/A

100

100

#N/A

harvest

Investing line

1
50

0
100

50

0
100

50

0
100

50

50

50

0
100

50

#N/A

0
100

50

#N/A

Most important
Important
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15

#N/A

#N/A

#N/A

#N/A

#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A

#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A

#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A

#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A

Product
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15

Elements
Product
Place
Price
Promotion
People
Processes
Service
Other

Place
1

2
3
4
5
6
7
8
9
10
11
12
13
14
15
16

Brand
Quality
Style
Design
Package
Other

2
Shop type
Decoration
Location
Position on shelves
Shelf organisation
Stocks
Availability
Distribution channels
Distribution area
Furniture
Colour
Shop- window
Noise
Accessibility equipment
Other

Unit 1
Unit 2

#N/A
1
1

#N/A
1
1

#N/A
1
1

#N/A
1
1

ty equipment

Price

Promotion
3

Price level
TV
Discounts
Radio
Linked selling Newspapers
Trade- ins
Magazines
Credits
Direct selling
Payment condiPersonal
Consumer percOther
Quality/ price rate
Price differentiation
Other

People
4

Processes
5

Politics
Age
Social group
Manners
Engagement level
HR- qualifications
HR- responsibility
HR- motivation
HR- appearance
HR- manners
Other

Service
6

Politics
Quantity
Procedures
Warranty
Machinery
Freight
Employees tasks
Insurance
Customer involveme Assortment
Customer directionin Quality
Flow of activities
Service line
Other
Brand
After- sales service
Other

1
2
3
4
5
6
7
8
9
10
11
12

Units
%

$
kn
m
m2
m3
kg
t
l
Other

Other
8
Other

Proposal to gain a strong real po

At this moment, your company's real position is

In order to gain a strong real position I propos

Importance level
1
1
1
1
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A

1 Increase Growth rate for at least 1

2 Increase Market share for at least
3 Increase Percentage of new mark
4 Increase Percentage of new produ
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A

n a strong real position

mpany's real position is in sector 4!

g real position I propose you to:

rowth rate for at least 1%!

arket share for at least 1%!
ercentage of new markets for at least 1%!
ercentage of new products for at least 1%!

Proposal to gain the desired p

At this moment, your company's real position
In whitch sector do you want your company

In order to gain the desired position I propo

Importance level

n the desired position

mpany's real position is in sector 4!

want your company to be (1-4)?

sired position I propose you to:

4P Elements
12 Please pick the most important and 2nd most important element for 4P's.

Picked element

Product
Place
Price
Promotion

Most important thing

Important thing
Most important thing
Important thing
Most important thing
Important thing
Most important thing
Important thing

Element if picked "Other"

#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A
#N/A

Please find it important to enter your element in yellow cell if selected element is "Other".