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Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat. - Sun Tzu

Complete the diagnostic BELOW and receive a FREE report from our experts. The report analyses the efficiency and effectiveness of your strategic and tactical (marketing) activities and makes a number of practical recommendations for further improvement.

This diagnostic addresses 12 of the most important elements that combine to deliver results for companies. The size and nature of your organisation will determine how much resource you need to commit in each area, but these elements are as important to an owner managed business as they are to a multinational.

Step 1 of 14

Step one: - please rank your businesses current focus on each section by allocating them a score between 0 and 15. (You need to make sure that your total score adds up to 100 or you won't be able to move to step two!) So if, for example, you consider that Positioning is the element your business focuses on the most, you might allocate 15 marks, whereas, if you consider Measurement and Control has less focus then it may only merit 6 marks, and so on.

In steps 2 to 13 we ask you to answer seven questions about each individual area. It will take you a few minutes to complete, but it’s worth it. This is a gourmet menu, not a fast food flyer!

A Marketing Information System (this is about the information you keep on key factors that influence your business decisions)
B Setting Objectives (this is about breadth and range of business / financial objectives you may set for your business)
C Developing Clear Strategies (this is about the way or ways you have chosen to compete)
D Markets (this is about your target markets, which may be, (e.g.) men under 30, builders merchants, Peterborough)
E Customers (this is about the ones you already have)
F Products or Services (this is about what you bring to market as a business)
G Positioning (this is about how you see yourselves and how your customers perceive you)
H Communications Programmes (this is about your advertising, public relations, sales promotions and direct marketing)
I Budgeting (this is about your marketing budget)
J Sales (this is about your sales activities, which are also a key part of your communications programme)
K Measurement and Control (this is about how you ensure your strategic and tactical activities are working)
L Role of Marketing (this about how marketing is positioned in your business at present)
Total weighting (must equal 100)

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