Creating Strategy Driven Digital Marketing Plan with SOSTAC® Model

Updated: Aug 30, 2018

Tags: #SOSTAC, #MarketingPlan, #OnlineMarketing, #ReputationManagement, #HospitalityCode


Originally created in the 1990s by writer and speaker PR Smith, the SOSTAC® framework has built an authoritative reputation as the framework of choice for different scales of business including multinational and start-up organizations across the world as the basis of the great marketing plan.


Strategy-Driven Transformation requires 6 steps:


I. Situation Analysis (Where are we now?):

The situation should provide an overview of your organization – understanding how we are performing, what are our distinctive competitive advantages, how effective our Marketing Mix, are we focusing on the best segments with the right type of customers and are we using the most appropriate channels for communication and distribution? and how you interact and trade online by addressing internal and external factors impacting the business.


This section should be painting a picture of your organization and to do this, consider using some of the following methods to bring this section to life:


  1. Goal Performance (5S’s): Explained in details in the Objectives section

  2. Customer Insight (who, why, how?)

  3. Market Trends

  4. Competitor Analysis: who are your competitors? How do they compete? e.g. price, product, customer service, reputation, what are their key differentiators?

  5. E-Marketplace SWOT Analysis: what are the strengths, weaknesses, opportunities, and threats to the whole organization.

  6. Brand Perception

  7. Internal Capabilities and resources