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
be 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

1
-40

-60
2 3 4
-80

-100

Move the scroll, please.

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

Low 1 2 3 4 5 6 7 High 1
 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. 0

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

Low 1 2 3 4 5 6 7 High 1

6 What is the relative market share of your company? (100% equals highest market share on the market)
0%
100 Move the scroll, please. 0

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

Low 1 2 3 4 5 6 7 High 1

100

2 1
Growth rate

50

3 4
0
100 50 0
Market share
 Ansoff Matrix
8 What is the percentage of new markets?
0%
100 Move the scroll, please. 0

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

Low 1 2 3 4 5 6 7 High 1

10 What is the percentage of new products?

0%
100 Move the scroll, please. 0

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

Low 1 2 3 4 5 6 7 High 1
100
% of new markets

2 1
50

3 4
0
100 50 0

% of new products
 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 Variable if picked "Other"

Most important thing #N/A
Element if "Other" Important thing #N/A
Most important thing #N/A
Element if "Other" Important thing #N/A
Most important thing #N/A
Element if "Other" Important thing #N/A
Most important thing #N/A
Element if "Other" Important thing #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. 0 Min If "Other"

#N/A

Low 1 2 3 4 5 6 7 High 1

#N/A Unit selection

0% %

Max 100 Chose unit, define min and max and move the scroll, please. 0 Min If "Other"

#N/A

Low 1 2 3 4 5 6 7 High 1
100

2 1
#N/A

50

3 4
0
100 50 0

#N/A
 #N/A
#N/A Unit selection
0% %

Max 100 Chose unit, define min and max and move the scroll, please. 0 Min If "Other"

#N/A

Low 1 2 3 4 5 6 7 High 1

#N/A Unit selection

0% %

Max 100 Chose unit, define min and max and move the scroll, please. 0 Min If "Other"

#N/A

Low 1 2 3 4 5 6 7 High 1
100

2 1
#N/A

50

3 4
0
100 50 0

#N/A
 #N/A
#N/A Unit selection
0% %

Max 100 Chose unit, define min and max and move the scroll, please. 0 Min If "Other"

#N/A

Low 1 2 3 4 5 6 7 High 1

#N/A Unit selection

0% %

Max 100 Chose unit, define min and max and move the scroll, please. 0 Min If "Other"

#N/A

Low 1 2 3 4 5 6 7 High 1
100

2 1
#N/A

50

3 4
0
100 50 0

#N/A
 #N/A
#N/A Unit selection
0% %

Max 100 Chose unit, define min and max and move the scroll, please. 0 Min If "Other"

#N/A

Low 1 2 3 4 5 6 7 High 1

#N/A Unit selection

0% %

Max 100 Chose unit, define min and max and move the scroll, please. 0 Min If "Other"

#N/A

Low 1 2 3 4 5 6 7 High 1
100

2 1
#N/A

50

3 4
0
100 50 0

#N/A
ELEMENTS

Product Price
Most important Most important

Important Important

Place Promotion
Most important Most important

Important Important

OK
OK Cancel
x -10 -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10
BCG
y1 -100 -81 -64 -49 -36 -25 -16 -9 -4 -1 0 -1 -4 -9 -16 -25 -36 -49 -64 -81 -100 x1 y1 x1 y1 Ansoff Matrix
y -100 100 100 100 100 100 100 100 100 100 100 100 100 ### ### 100 100 100 100 100 100 Matrix 100 100 100 100
Importance for the company Importance for the company
Importance for the company x 0 Growth rate 0 1 % of new markets 0 1
Life cycle of the company 1 y -100 Market share 0 1 % of new products 0 1
1 7 1 7 1 7

100 100
0

% of new markets
- -9 -8 -7 -6 -5 -4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10
2 1 2 1

Growth Rate
-20 10

1 2 3 4
50 50
-40

-60 3 4 3 4
-80 0 0
100 50 0 100 50 0

-100 Market Share % of new products

#N/A Importance for the company #N/A Importance for the company
### 0 1 ### 0 1
### 0 1 ### 0 1
1 7 1 7
Most important thing #N/A x1 y1 x1 y1
#N/A Important thing #N/A ### 100 100
100 100 100

Most important thing #N/A

#N/A
Important thing
Most important thing
#N/A
#N/A
2 1 2 1
#N/A

#N/A
#N/A
Important thing #N/A 50 50

#N/A
Most important thing
Important thing
#N/A
#N/A
3 4 3 4
0 0
100 50 0 100 50 0
Company's real position is 0; 14.3, which is the sector 4 and the
proposition is to harvest! #N/A #N/A
harvest
100 #N/A Importance for the company #N/A Importance for the company
Investing line
### 0 1 ### 0 1
### 0 ### 0
2 1
1 1
1 7 1 7
x1 y1 x1 y1
### 100 100 100 100 100

50

3 4 2 1 2 1
#N/A

#N/A
50 50

Divesting line
14.3
3 4 3 4
0
0 0
100 50 0
100 50 0 100 50 0
 50 50

0 0
100 50 0 100 50 0

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

Product Place
Elements 1 2
1 Product 2 Brand Shop type
2 Place 3 Quality Decoration
3 Price 4 Style Location
4 Promotion 5 Design Position on shelves
5 People 6 Package Shelf organisation
6 Processes 7 Other Stocks
7 Service 8 Availability
8 Other 9 Distribution channels
9 10 Distribution area
10 11 Furniture
11 12 Colour
12 13 Shop- window
13 14 Noise
14 15 Accessibility equipment
15 16 Other
 #N/A #N/A #N/A #N/A
Unit 1 1 1 1 1
Unit 2 1 1 1 1
 Price Promotion People Processes Service
3 4 5 6 7
Price level TV Politics Politics Quantity
Discounts Radio Age Procedures Warranty
Linked selling Newspapers Social group Machinery Freight
Trade- ins Magazines Manners Employees tasks Insurance
Credits Direct selling Engagement level Customer involveme Assortment
Payment condiPersonal HR- qualifications Customer directionin Quality
Consumer percOther HR- responsibility Flow of activities Service line
Quality/ price rate HR- motivation Other Brand
Price differentiation HR- appearance After- sales service
Other HR- manners Other
Other

ty equipment
 Units
1 %
2 €
3 Ł
4 $
5 kn
6 m
7 m2
8 m3
9 kg
10 t
11 l
12 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 Increase Growth rate for at least 1
1 2 Increase Market share for at least
1 3 Increase Percentage of new mark
1 4 Increase Percentage of new produ
#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 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%!
0
 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:

0
 4P Elements
12 Please pick the most important and 2nd most important element for 4P's.

Picked element Element if picked "Other"

Most important thing #N/A
Product
Important thing #N/A
Most important thing #N/A
Place
Important thing #N/A
Most important thing #N/A
Price
Important thing #N/A
Most important thing #N/A
Promotion
Important thing #N/A

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