SOSTACmodellen

The SOSTAC model is a marketing planning framework developed by PR Smith. SOSTAC is an acronym that stands for Situation, Objectives, Strategy, Tactics, Action, and Control. It provides a structured approach to developing and implementing marketing plans.

The Situation analysis involves understanding the current marketing environment, including the company's strengths and weaknesses, opportunities and threats (SWOT analysis), market trends, and competitor activities. Objectives define what the marketing plan aims to achieve, such as increasing sales, brand awareness, or customer engagement, and these objectives should be SMART (Specific, Measurable, Achievable, Relevant, Time-bound).

Strategy outlines the overarching approach to achieve the set objectives, focusing on the target audience, the value proposition, and the marketing mix. Tactics detail the specific activities and channels that will be used to implement the strategy, such as advertising, content marketing, social media, or public relations.

Action refers to the operationalization of the plan, assigning responsibilities, timelines, and budgets to each tactic. Finally, Control involves monitoring the performance of the marketing activities against the defined objectives, allowing for adjustments and improvements to be made. The SOSTAC model is widely used in digital marketing and traditional marketing planning due to its comprehensive and logical structure.