Marketing Strategy for Spychaser Limited: SOSTAC, RACE, AIDAR Analysis

This report provides a detailed marketing strategy analysis for Spychaser Limited, a Ghanaian company developing a smartphone application for SMEs. The report utilizes the SOSTAC model to evaluate the overall marketing plan, breaking it down into Situation analysis, Objectives, Strategy, Tactics, Action, and Control. It also applies the RACE model (Reach, Act, Convert, Engage) to formulate an online communication strategy, focusing on creating awareness, interaction, sales conversion, and customer engagement. Furthermore, the report considers the AIDAR model to assess consumer purchasing behavior. The report also discusses positioning strategies, highlighting the importance of product quality, competitive pricing, effective promotion, and strong customer service to differentiate Spychaser Limited's application in the market. The analysis includes factors such as market segmentation, target customers, and competitor analysis, providing a comprehensive overview of the company's marketing approach.

Marketing strategy 1
SPYCHASER LIMITED’S MARKETING STRATEGY
Name
Course
Professor’s Name
University
City (State)
Date

Marketing strategy 2
Introduction
In Ghana, small and medium enterprises (SMEs) play a significant role in growing the
economy. Indeed, according to the government, they contribute approximately seventy percent to
the Gross Domestic Product (GDP) (Government of Ghana, n.d.). Additionally, they create job
opportunities which lead to community development. In this essay, a local smartphone
application development company named Spychaser Limited wants to market its new
smartphone application that can be used by SMEs in their day-to-day operations. The company
aims to use SOSTAC model to analyze the viability of its marketing plan, use the RACE model
to discuss its online communication strategy, and use AIDAR to evaluate the current consumer
purchasing behavior.
The use of SOSTAC model
The SOSTAC model is a marketing plan that was developed by PR Smith in the 1990s.
The plan involves six phases that are used to create the acronym SOSTAC. The phases are
situation, objectives, strategy, tactics, action, and control (Rupik and Żyminkowski, 2014).
There are various ways to use this model. To start with, the model can be used to review how the
organization creates marketing strategies (Smith and Chaffey, 2012). For example, what they
spend time on or are good at such as developing objectives using the SMART acronym. The
second application is getting the right balance across each stage in the planning process.
SOSTAC ensures that time is allocated to each phase in an effective manner. To support its use,
a research carried out in Maryland revealed that having an internet marketing strategy can
increase the performance and survival of small enterprises (Demishkevich, 2015).
The first phase of the SOSTAC model is situation analysis. The company is supposed to
determine where it is at in relation to its customers and market (Reed FIDM, 2014). It includes a

Marketing strategy 3
SWOT and competitor analysis. For instance, the company should outline its target customers
and competitive advantage. In this case, Spychaser Limited is targeting small and medium
enterprises in Ghana. In Ghana, ninety-two percent of the registered companies are small and
medium enterprises (Government of Ghana, n.d.). This is an advantage for Spychaser since this
is a large readily available market. The company is facing competition from application
development companies around the world that offer business applications for SMEs such as
WillowTree which is in Virginia.
The second phase is outlining the objectives. The objectives are supposed to be
developed using the 5 key points (Smith, 2015). The first point is the selling point which
determines which how many customers the company is aiming to acquire and retain. The second
point is the serving point where the company sets the customer satisfaction target. The third point
is the sizzling point which is the added value that the smartphone application has. The fourth
point is the speaking point which determines how the company will engage the customers. The
last point is saving point where the company measures its gains with regard to efficiency. The
objectives should also be SMART that is specific to the organization, measurable with regard to
performance, actionable, relevant to the issue and within a given time period (Swan, 2017). For
Spychaser, one of the objectives can be to increase product visibility and measure performance
through Google Analytics between January 2018 and April 2018.
The third phase is strategy which sets a plan to achieve the objectives outlined in the
second phase. The focus is on the market segments and target customers. PR Smith developed
the STOP and SIT acronyms (Smith, 2015). The STOP represents the existing segments of the
market, the target market for the company, the alignment with the objectives and the positioning
of the products. The positioning includes the online value proposition which acts as the unique

Marketing strategy 4
selling point the business offers online. On the other hand, the SIT represents sequence,
integration with the customer relationship management systems and the tools that are going to be
used. In Ghana, medium-sized enterprises are more likely to use internet advertising than small
enterprises (Alliances for Action, 2016). Therefore, Spychaser can use the internet to reach out to
medium-sized enterprises. In Spychaser, the objective is to increase product visibility online so
this can be done by advertising on online channels that offer software products and software
development programs. Additionally, the company can research and see the tools that the
competitors are using to boost sales (Swan, 2017).
The fourth phase is tactics which define the steps to take to implement the strategy. It
includes the marketing mix which has the seven Ps of marketing (Smith, 2015). The first is the
product where Spychaser should ensure the application is has been tested on some SMEs and
meets the requirements. The second is the price and Spychaser should ensure the price is
consistent with the prices of the competitors in the global and local market. The third is place
where Spychaser should develop an online retail shop where it can easily sell and engage the
customers. The fourth is promotion and Spychaser should utilize the available marketing tools
and strategies such as email marketing and using social media platforms.
The fifth is people and Spychaser should offer satisfactory customer service in after sale
services such as maintenance. It should also use Live Chat to interact with customers on the
website. The sixth is process and Spychaser should direct consumers to their website through
referrals or recommendations. The consumer can then engage with the staff to determine their
requirements and whether the application will meet them. Lastly, through partnership, Spychaser
can develop relationships with companies that are not its competitors but can be used to market

Marketing strategy 5
its products such as companies that finance SMEs. In addition, the company can use marketing
tools such as the Search Engine Optimization(SEO), Pay-Per-Click, and affiliate marketing.
The fifth phase is action where responsibilities are assigned to different individuals. The
company decides whether to use internal or external agencies (Smith, 2015). It also decides the
systems and processes that are going to be used. Moreover, the tactics that were selected in the
fourth stage are implemented using actions outlined in this phase. For example, if Spychaser
chooses to use SEO it will be required to define keywords that will be used for targeting such as
SMEs and smartphone applications. The company needs to optimize web pages to get the best
ranking. To enrich content, it can build relationships with top bloggers and websites. If the
company chooses Pay-Per-Click, it needs to have keywords, a budget, a way to check whether its
keywords are reaching the targeted consumers.
The last phase is called control and it focuses on monitoring and measuring performance
based on the objectives that were set. This includes Key Performance Indicators, website visitor
profiling, surveys on customer satisfaction and reporting frequency (Swan, 2017). Spychaser can
integrate tools to measure performance weekly, monthly, or per year. However, companies are
encouraged to measure performance frequently to ensure that the tactics that are being used are
working. In addition, the model includes the use of the 3Ms (Smith, 2015). The first M
represents men where the company focuses on the human resources to be used. The second M is
the money where Spychaser must plan a budget for the launch of the application. The last M is
the minutes and this means that Spychaser must set time frames for each phase to ensure that the
project is completed within the given time period.
The use of RACE marketing model

Marketing strategy 6
The RACE model represents a framework that is used in digital marketing. RACE
represents reaching, acting, converting and engaging (Chaffey, 2016). In some cases, planning is
included in the framework. This framework describes the lifecycle of a customer which starts by
informing the customer of the product. It ensures the customers interact with the staff and
repurchase products hence retaining them. For the model to be effective, it has to include
traditional and digital channels of marketing especially in Ghana for small business owners.
Spychaser intends to use the RACE model to develop an online communication strategy.
The first step is reach which the company will use to create awareness about the
smartphone application (Chaffey, 2016). This can be done through the use of other websites and
offline marketing channels such as word of mouth, television and radio adverts. Further, the
company can use SEOs and the company’s blog posts to write about the application. As a result,
there will be traffic generated by the people who visit the main Spychaser’s website, microsites
and the company’s social media pages. The marketing team can also use influencers such as top
bloggers to notify SMEs about the product. To ensure the tools are working, performance can be
measured by checking the unique visitors of your sites, and the number of followers.
The second phase is act where the company focuses on interacting with the customer and
encouraging their participation (Chaffey, 2016). Interacting with the customer means
encouraging the customer to know about the application. For example, Spychaser can make
customers to read about the application on their blog post or ask questions about it on Live chat.
Participation occurs when the customer reviews the application or shares information about it on
social media. All of the above can be achieved through content management. The content should
be relevant, influential, and clear to make consumers to take those steps. To measure the

Marketing strategy 7
performance, Spychaser should monitor the number of likes, comments, shares and the time each
visitor spends on the various sites.
The third step is to convert the visits to sales. In this step, the company should focus on
marketing tools that lead to sales (Chaffey, 2016). They can use e-commerce or offline selling
techniques. In some other cases, the goals of marketing may be more than sales such as fans and
leads. In all cases, this step ensures that they are converted into the marketing goals. Performance
is measured by the number of sales and the revenue earned. The last step is engagement which
involves building relationships with new and existing customers to create customer loyalty.
Customer loyalty assures Spychaser that they can get repeat sales. This can be achieved through
emails or direct interaction with the SMEs. This is measured through repeat purchases and how
often customers share Spychaser’s content on social media. In general, the company should use
key performance indicators in all the steps of the model to achieve the desired results.
Positioning
Positioning defines the ability of a product to stand out and occupy the larger portion of
the consumer’s mind compared to its competitors. Positioning is important since it can be used as
a competitive advantage by Spychaser. Positioning can be in two forms such as in excess when
the company provides false information about features of a product. It can also be done in way
poor manner where important features of a product are not mentioned. Factors that can ensure
successful positioning are the price, product, place and promotion that are present in the market
mix (Marketing, n.d.). The other factors are customers, competition, channels, and the definition
of the company (Abinanti, 2015).
In product, Spychaser should ensure the application is of the highest quality and it meets
the customers’ requirements (Marketing, n.d.). It must also provide after sale services such as

Marketing strategy 8
maintenance and installation if it is required. This will differentiate it from the other application
in the market since it sends a consistent image. In addition, the prices must be similar to the
prices that have been set by the competitors. However, it must be set to depict the uniqueness of
the application. For example, if it has additional features and better compatibility it may be
expensive compared to the other application. The price must be within the range that is
affordable to the target SMEs. For instance, the application may be more expensive for large
corporations since it may require more integration and host more users compared to small
enterprises. The company may also offer discounted rates to attract more users since it is the
first product launch.
When considering the place, the company should look at distribution. This is how it will
ensure the application reaches the target customers (Marketing, n.d.). It may be available through
a download link after payment has been made. It may also be available on the websites freely for
customers to install and test its functionality for a certain time period. Promotion refers to the
advertising techniques that the company uses. For this case, the company will use traditional and
digital methods. Overall, in the marketing mix creating consistency creates a brand image.
On the other hand, when referring to channels, the company should consider the channels
of distribution (Abinanti, 2015). Positioning allows the company to use the channels to learn
more about the customers’ needs and the purchase process. Consequently, the information can be
used to look for a channel that minimizes cost or to use a channel to its full potential. Customers
are an important part of positioning since a clear understanding of their needs assists in
differentiating a product. Spychaser should understand the needs of the SMEs in order to attract
and retain them. Finally, it is important for the company to understand its competitors. Studying
the competitors allows the company to understand the niche in a particular market hence design a

Marketing strategy 9
product that fills it. For Spychaser, they should look out how other global competitors are
launching their products and what channels they use to reach their customers. Competitors
information can be found on the company’s website and marketing channels such as blogs.
The use of AIDAR model
The AIDAR model is used to represent the purchasing cycle involved after product
development. The first stage in the model is awareness where the customer finds out that the
product exists (Tedesco, 2011). The aim is to target as many customers and influencers as
possible using techniques that have minimal cost. The next stage is interest where the company
must establish itself is a trusted brand that meets the needs of the customers. The company must
make sure that when potential customers search social media they find reassuring information
about quality. This is because potential customers tend to trust the reviews on social media than
the company’s website.
The next stage is desire where the customer learns about the benefits of the product. This
means connecting with them on a personal level which is better achieved on social media than
the company’s website (Tedesco, 2011). Action is the next stage where purchasing occurs. This
is done through testimonials and case studies to move the customers to purchase the product.
Spychaser should use social media to engage the customers and gain their reviews and
complaints and reinforce their trust. The last stage involves the retaining the customers and
earning their loyalty. This cycle is going to impact the sales of Spychaser’s application.
Therefore, Spychaser needs to make implement the same strategy in their marketing plan and
make use of social media to interact with the SMEs.
Conclusion

Marketing strategy 10
Generally, all the models provide a way for Spychaser to use marketing strategies to
launch its product. Upon launching, it needs to continue using the marketing strategies in the
Race model to continue attracting customers and retaining them. The AIDAR model provides a
way for the company to use social media to attract customers, make sales and retain them. The
marketing team should remember to outline the action plans as outlined in the SOSTAC model.
Overall, using the three models allow Spychaser to traditional and digital methods of marketing.
References

Marketing strategy 11
Abinanti, L. (2015). The Key to Successful Positioning: '3 Cs' Research. [online]
MarketingProfs. [Accessed 29 Sep. 2017].
Alliances for Action (2016). SME COMPETITIVENESS IN GHANA. [eBook] [Accessed 29 Sep.
2017].
Chaffey, D. (2016). Introducing RACE: a practical framework to improve your digital
marketing - Smart Insights Digital Marketing Advice. [online] Smart Insights. [Accessed
29 Sep. 2017].
Demishkevich, M., 2015. Small Business Use of Internet Marketing: Findings from Case Studies
(Doctoral dissertation, Walden University).
Government of Ghana (n.d.). Empowering SMEs in Ghana for Global Competitiveness. [online]
Eservices.gov.gh. [Accessed 29 Sep. 2017].
Marketing (n.d.). Successful Companies Master Positioning and Distribution. [online] Bizfilings.
[Accessed 29 Sep. 2017].
Reed FIDM, D. (2014). SOSTAC: The guide to the perfect digital marketing plan. Journal of
Direct, Data and Digital Marketing Practice, 16(2), pp.146-147.
Rupik, K. and Żyminkowski, T. (2014). Analytical and Behavioral Elements of Marketing
Planning Model – Empirical Evidence from Polish Firms. International Journal of
Economic Practices and Theories, 4(5), pp.668-676.
Smith, P. (2015). The SOSTAC guide to your perfect digital marketing plan. [Place of
publication not identified]: P.R. Smith.
Smith, P. and Chaffey, D. (2012). EMarketing eXcellence. Hoboken: Taylor and Francis.
Swan, S. (2017). A SOSTAC® Plan example - Smart Insights Digital Marketing Advice. [online]
Smart Insights. [Accessed 29 Sep. 2017].

Marketing strategy 12
Tedesco, T. (2011). Do You AIDAR? Master the Awareness, Interest, Desire, Action and
Reorder Stages of Buying -T.J. Tedesco. [online] Printing Impressions. [Accessed 29 Sep.
2017].