Developing a unified marketing strategy and action plan for an internet-of-things technology partnership

The leading semiconductor chip maker and its business partners were looking to launch an integrated solution in the emerging Internet of Things (IoT) market space.

Leading technology company and business partners looking to solidify their position in an emerging technology and networking sector
Diverse group of companies, lacking common vision, objectives, strategies and tactics
Desire to form integrated solution, across computer processing, hardware, software, networks

Conduct situation assessment across partners via secondary research and internal interviews
Prepare strategic issues and hypotheses, as input to marketing strategy and plan development
Facilitate strategy sessions, across all key partners, to review and refine initial plans, drawing on team member input
Finalize marketing strategy and plan, including prioritized tactics to launch new opportunity

Marketing strategy and plan itself, including details on value proposition, segmentation, targeting and positioning
Marketing tactics, including prioritized list of action items, responsibilities and timing in moving toward launched
Shared commitment for marketing the brand, based on group identification and resolution of key marketing issues