What is the SOSTAC Method?

SOSTAC is a strategic planning framework used primarily for marketing and business planning. Its name is an acronym for its six core components: Situation Analysis, Objectives, Strategy, Tactics, Action, and Control.

Developed by PR Smith in the 1990s, SOSTAC is praised for its logical structure, simplicity, and effectiveness. It provides a clear, step-by-step roadmap for creating a robust plan, whether for a full marketing strategy, a digital marketing campaign, or even a business plan.

The Six Components of SOSTAC

Here’s a breakdown of each stage, including key questions each component answers.

1. S - Situation Analysis (Where are we now?)

This is the foundational stage where you assess your current position. It involves a thorough internal and external audit to understand the market, your customers, and your own capabilities.

Key Questions: What is our current market position? Who are our customers and what do they want? Who are our competitors and what are they doing? What are our strengths and weaknesses (internal)? What are the opportunities and threats in the market (external)?

Common Tools Used: SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats), PESTLE Analysis (Political, Economic, Social, Technological, Legal, Environmental), Customer Personas, and Competitor Analysis.

2. O - Objectives (Where do we want to be?)

Based on the situation analysis, this stage defines clear, measurable goals. Objectives should provide a clear destination and must be SMART (Specific, Measurable, Achievable, Relevant, and Time-bound).

Key Questions: What do we want to achieve? By when? How will we measure success?

Examples: "Increase online sales by 20% within the next 12 months," or "Grow our email subscriber list by 10,000 contacts by Q3."

3. S - Strategy (How do we get there?)

The strategy is the "big picture" of how you will achieve your objectives. It defines your overall approach and the path you will take. It's about choosing your target segments and defining your value proposition.

Key Questions: Which target audience segments will we focus on? What is our unique selling proposition (USP) for each? How will we position ourselves in the market? What is our core message?

Elements Included: Segmentation, Targeting, and Positioning (STP), value proposition, key messaging, and channel selection (e.g., focus on SEO, social media, or email marketing).

4. T - Tactics (How exactly do we get there?)

Tactics are the specific tools and activities you will use to execute the strategy. They are the details of the marketing mix. While strategy is the "what," tactics are the "how."

Key Questions: What specific marketing activities will we use? Which platforms? What content formats?

Examples: For a digital strategy, tactics could include: Creating a blog series, running Google Ads campaigns, launching a TikTok challenge, hosting a webinar, or optimizing the website for SEO. This stage often details the 7Ps of the Marketing Mix (Product, Price, Place, Promotion, People, Process, Physical Evidence).

5. A - Action (Who does what and when?)

This is the implementation plan. It turns the tactics into a concrete, actionable plan with assigned responsibilities, timelines, and budgets. It's about project management and ensuring the plan is put into motion.

Key Questions: What are the specific tasks? Who is responsible for each task? What is the timeline and deadline? What is the budget?

Tools Used: Gantt charts, action plans, budget spreadsheets, and responsibility matrices (e.g., RACI chart).

6. C - Control (How do we stay on track?)

The final stage is about monitoring, measuring, and managing performance. It ensures the plan is on track to meet its objectives and allows for adjustments based on real-world data.

Key Questions: How are we performing against our objectives? What key performance indicators (KPIs) are we tracking? What are our reporting processes? Do we need to make any adjustments?

Elements Included: Analytics (e.g., Google Analytics), KPI dashboards, monthly reports, and a feedback loop to inform future planning.

Why is SOSTAC so Popular and Effective?

Comprehensive yet Simple: It covers the entire planning process from start to finish in a logical, easy-to-follow sequence.

Flexible: It can be applied to almost any planning scenario—from a multi-year corporate strategy to a single 3-month digital campaign.

Measurable: The "Objectives" and "Control" stages force planners to set clear metrics and create systems to track them, leading to data-driven decisions.

Action-Oriented: It doesn't just stop at strategy; it explicitly includes the "Action" and "Control" phases, ensuring the plan is executed and reviewed.

Example of SOSTAC in Practice: A Coffee Shop Launching Online Sales

Situation Analysis: "We have a physical shop but no online presence. Competitors offer delivery. Our strength is our brand; weakness is no e-commerce experience."

Objectives: "Achieve 50 online orders per week within 6 months of launch."

Strategy: "Target our existing local customer base with a convenient ordering app. Position ourselves as the premium, fastest local delivery option."

Tactics: "Develop a simple ordering app, promote it via in-store posters and WiFi login page, run a Google Ads campaign targeting local keywords, offer a launch discount."

Action: "Hire a developer (by Jan), app launch (by March), assign staff to manage orders, set a promotional budget of $X."

Control: "Track weekly orders, average order value, and customer feedback. Adjust promotions based on what works."

In summary, SOSTAC is a powerful and logical framework that guides you from understanding your current situation all the way through to measuring the success of your plan, ensuring nothing is missed. It is a cornerstone of modern marketing planning.