To adapt to the ever-changing buying needs of your customers, your marketing strategy must provide a consistent approach to identifying new opportunities to outsell the competition. To help you strengthen your marketing foundation, International Orange provides strategic marketing — market gap analysis, pricing, promotion, advertising, distribution and competitive positioning strategies — that will correctly position you in the market, differentiate you from your competitors and maximize your mind share with business partners and customers.

International Orange can help you address questions such as:

			Opportunities and Gap Analysis — Which market emerging market segments will you attack? How will you transition from your existing product lines to newer ones?
			Prospects — What are the characteristics of your prospects? Are you selling to past customers or new prospects? How aware of your product are the prospects? Do prospects know the competition and growth of the industry? Are your prospects willing to pay a higher price? How long will it take your prospect to make a purchase decision? Are your prospects aware of competitive pricing?
			Pricing — Will you adopt a skimming strategy, a market penetration strategy, or a comparable pricing strategy? How can you develop pricing power?
			Promotion — Will you maximize the use of channel partners to "push" your offering into the market? How can you directly interface with the end user to create a “pull” for your product?
			Advertising — Which advertising strategy will you undertake: product comparison advertising, product benefits advertising, product family advertising, or corporate advertising? How will you allocate your resources among these strategies?
			Distribution — How will you distribute your product? Will you use a field organization for on-premise sales? In-house sales? Wholesale?
			Environment — Are there current regulatory actions that will impact your product or service? What demographic changes should you be aware of? What emerging technologies will challenge your present opportunities? What cultural trends will affect your market?
			Competition — Who is your competition? What are their strengths and weaknesses? Do you have information about experience, staying power, market position, predictability, and freedom to abandon the market for each of your competitors?

Of course, decisions about pricing, promotion, and distribution are not one-time events. Since key market factors change constantly, you should regularly re-evaluate your marketing strategy to maintain your competitive edge.