The Strategic Marketing Plan will be designed to take into account:

• the unique capabilities of the product/process

• known and predicted markets and applications

• the outcomes of the market analyses

• the existing sales and marketing infrastructure

The Strategic Marketing Plan will include:

• a ‘sales’ SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) for the product/process with respect to ‘competitive’ processes addressing issues of cost, application, references etc clearly defining and addressing key technical and commercial barriers
• an analysis of "market positioning" necessary to reach individual markets
• identification of likely ‘champions’ of this technology in Institutes, Corporate R&D establishments, equipment manufacturers and process plant sites

• development of approaches to the most important "sectors"

• development of marketing/collateral materials suitable for the general market but aimed at specific/targeted sectors
• development of ideas for marketing/collateral materials aimed specifically at target group
• formulating a New Technology Awareness/Media Plan. This will include press releases, advertising plan, public relations strategy and plan, and Events Calendar that includes trade shows and trade magazine editorial opportunities
• awareness, public relations, and market development. This will include direct mail, presentations and booths at engineering trade shows, visits to major prospective customers, publications and presentations

• development of a plan to drive the acceptance of the product/process in engineering standards