A "Plan to Win Marketing Strategy" During Uncertain Times

“I told people, never, ever take the Plan to Win down and leave it down—do whatever it takes to replace it,” Skinner says. “People might see that and think, ‘Oh, Plan to Win’s down. There must be a change strategically.’” Who is Skinner and why does the “Plan to Win” marketing strategy matter so much?

Do you recognize Big Mac? Or quarter pounder with cheese? You guessed it – the golden arches brand of McDonalds. As McDonald’s CEO, Skinner spearheaded McDonalds’ growth through the recession. His “Plan to Win” marketing strategy was relentless – it kept the corporation focused despite global economic shifts. They incorporated the 5 P’s into the strategy to serve as guardrails from the top to the bottom of the organization – People, Products, Place, Price, and Promotion.

Many smaller businesses make the mistake of not formalizing their marketing strategy. For other companies, if the marketing plan IS formalized, they give in to the temptation to cut the marketing budget when difficulties arise.

You might be saying to yourself – “Well, we are not McDonalds, and our pockets are not deep. ” Guess what? McDonalds was once a one location hamburger shack, a mom and pop store, until someone came along with a bigger vision and… a marketing strategy that they stuck to.

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