Most businesses fail for lack of strategy, not execution. All too often companies scurry from one project to the next without any notion of where they want to go. However, strategic marketing is all about exploring the marketplace, defining a goal, then taking the right steps to reach that goal. With the use of strategic marketing and planning, decisions are based on market indicators and intelligence, not on a hunch. At Sanford Group, experts in strategic marketing and planning are at your service. Whether assessing if a market is tenable, determining the requirements for a product to succeed, or calculating how best to position a business, Sanford Group can help put your business on the path to success.

Strategic Marketing & Planning Services

• Competitive Analysis
• Corporate Positioning
• Key Messaging
• Market Analysis
• Market Segmentation
• Pricing
• Product / Service Messaging
• Product / Service Positioning
• Product / Service Requirements
• Strategic Planning

Successful new products—whether tangible goods or intangible services—are your company's future. Why then do as many as 90% of new products fail within two years of introduction?

The most common reason is that the product requirements are not defined properly during the research phase; thus, the resulting product fails to meet the needs of the intended customer. How product requirements are developed can mean the difference between a satisfying product win and a painful product failure.

“Understanding the customer is paramount before investing in new product development,” said Ronnie Sanford, Chief Executive Officer of Sanford Group. “Requirements should be developed and then extensively tested to ensure that they address customer pain points. Anything less gambles your investment.”

At Sanford Group, we have extensive experience in engaging customers. We understand not only their pain points but also how much they are willing to pay and what criteria must be satisfied to make the sale. Essentially, we help you “walk a mile in your customers' shoes” in order to understand every aspect of their needs, wants, and particularities. This intimate understanding of how customers think facilitates the crafting of products and messaging that truly resonate with customers and yields tangible results.