Bad marketing strategies are ten a penny these days.
But what makes a good one?
1. A DIAGNOSIS that defines or explains the nature of the challenge. A good diagnosis simplifies the often overwhelming complexity of reality by identifying certain aspects of the situation as critical.
2. A GUIDING POLICY for dealing with the challenge. This is an overall approach chosen to cope with or overcome the obstacles identified in the diagnosis.”
3. A set of COHERENT ACTIONS that are designed to carry out the guiding policy. These are steps that are coordinated with one another to work together in accomplishing the guiding policy.
This is the ‘Kernel of Good Strategy’.
From Good Strategy / Bad Strategy by Richard Rumelt.