What is the third step in the marketing planning process?

What is the third step in the marketing planning process?

What is the third step in the marketing planning process?



The marketing planning process is a crucial step in developing effective marketing strategies for businesses. It involves a series of steps that help organizations identify their target market, set objectives, and create a roadmap to achieve their goals. In this article, we will explore the third step in the marketing planning process and its significance in shaping successful marketing campaigns.

The Third Step: Developing Marketing Strategies

Once a company has conducted a thorough analysis of its internal and external environment and has defined its target market, the next step in the marketing planning process is to develop marketing strategies. This step involves creating a detailed plan to reach the target market and achieve the marketing objectives set in the previous steps.

Market Segmentation: The first aspect of developing marketing strategies is market segmentation. This process involves dividing the target market into distinct groups based on specific characteristics such as demographics, psychographics, or behavior. By segmenting the market, companies can tailor their marketing efforts to better meet the needs and preferences of each group.

Targeting: After segmenting the market, the next step is to select the most attractive segments to target. This involves evaluating the potential profitability and growth opportunities of each segment and choosing the ones that align with the company’s objectives. Targeting allows companies to focus their resources on specific customer groups and deliver more personalized marketing messages.

Positioning: Once the target market segments have been identified, the next step is to develop a positioning strategy. Positioning refers to how a company wants its products or services to be perceived by the target market in relation to competitors. It involves creating a unique value proposition and communicating it effectively to differentiate the brand from others in the market.

Marketing Mix: The marketing mix, also known as the 4Ps (Product, Price, Place, Promotion), is a fundamental component of marketing strategies. In this step, companies determine the specific product features, pricing strategies, distribution channels, and promotional activities that will be used to reach the target market. The marketing mix elements should be aligned with the overall marketing objectives and the needs of the target market.

Significance of the Third Step

The third step in the marketing planning process, developing marketing strategies, is crucial for several reasons:

Alignment with Objectives: By developing marketing strategies, companies ensure that their marketing efforts are aligned with their overall objectives. This step helps establish a clear direction and focus, enabling organizations to allocate resources effectively and maximize their return on investment.

Competitive Advantage: Developing effective marketing strategies allows companies to gain a competitive advantage in the market. By understanding the target market’s needs and preferences and positioning the brand accordingly, organizations can differentiate themselves from competitors and attract customers who resonate with their value proposition.

Resource Optimization: Through market segmentation and targeting, companies can optimize their resources by focusing on the most profitable and promising market segments. This helps avoid wasting resources on customers who are less likely to convert or have a lower lifetime value.

Effective Communication: The development of marketing strategies ensures that companies communicate their value proposition effectively to the target market. By understanding the target market’s preferences and selecting appropriate marketing channels and messages, organizations can increase the likelihood of capturing the attention and interest of potential customers.


The third step in the marketing planning process, developing marketing strategies, plays a vital role in shaping successful marketing campaigns. By segmenting the market, targeting the most attractive segments, positioning the brand effectively, and defining the marketing mix, companies can align their marketing efforts with their objectives, gain a competitive advantage, optimize resources, and communicate their value proposition more effectively.


– American Marketing Association: www.ama.org
– Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.