Chapter 1

Strategic Marketing
Planning
 Strategic Market Planning

Identifying or establishing an
organizational mission, corporate
strategy, marketing goals, &
objectives, marketing strategy & a
marketing plan.

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 What is the marketing
plan?
A written document that provides the blueprint or
outline of the organization’s marketing activities
– Implementation
– Evaluation
– Control
Represents a “road map” or handbook for
implementing the marketing strategy and
achieving its objectives
Specify resource allocation, responsibilities of
individuals and timing of marketing activities.

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 Marketing Plan (contd)
It also detailed formulation of the actions
necessary to carry out marketing program
Marketing plan can be developed for specific
element of marketing mix e.g. product
development plan or for all the elements of
the marketing mix depending on the
requirement

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The Marketing Plan (contd)

Serves to communicate key information

to top management & line employees
Is an engaging and worthwhile
organizational process
Is prepared by the marketing dept. and
approved by the President or CEO
Is usually developed annually

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 Marketing plan (contd)

Above all it is the mechanism for

synchronization, that allow
management to align organizational
objectives with marketing objectives.

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 Key Purposes of the
Marketing Plan
Explains the present & future
organizational situation
Determines anticipated outcomes
Determines specific actions & who
is responsible
Identifies resource needs
Permits monitoring & control
systems
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 The Strategic Marketing
Planning Process
Situation analysis
SWOT analysis
Determine organizational mission,
goals & objectives
Develop business unit strategies
Provide for implementation,
evaluation & control

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 Mission Statements...

Address the issue of “what

business we are in”
Represent cleat and concise
statements that explain the reason
for being
In contrast, vision statements deal
with aspirations

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 Mission Statements
Address 5 Issues...
Who are we?
Who are our customers?
What is our operating philosophy? (for
example, beliefs, values, ethics, etc.)
What are our core competencies or
competitive advantages?
What are our concerns & interests
related to our employees, community,
social issue or the environment?
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 Concerns About Mission
Statements
If they are too broad, they are
meaningless
Overly narrow statements constrain
the vision of the company
Mission statements should be changed
less frequently than other components
of the strategic plan

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 Issues to Consider in
Corporate or Business
Unit Strategy...
Competition
Differentiation
Diversification
Coordination of Business Units
Environmental Issues

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 Marketing Objectives...

Must be consistent with organizational

goals
Should be expressed in clear and simple
terms
Should be expressed in units of
measurement
– profitability
– gain in market share
– customer awareness levels
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 Marketing Strategy...

Involves selecting one or more

target markets then developing a
marketing mix (product, price,
promotion & distribution) that
satisfies the needs and wants of
the target market

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Marketing Strategy Must…

Fit the needs and purposes of

the selected target market
Be realistic given the
organization’s resources and
environment
Be consistent with the
organizations mission, goals &
objectives
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 Marketing
Implementation &
Control
Implentation is the execution of the
marketing strategy
Requires a customer focus
Must be coordinated with all functional
areas of the organization (product, R&D,
human resources, etc.)
Evaluation and control serves as the
beginning point for the next planning cycle

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 Strategic Planning in
the Customer-Oriented
Organization
Focuses on what buyers want
Uses relationship marketing to build long-term,
mutually beneficial relationships
Develops & responds to marketing intelligence
systems
Decentralizes decision making (> feedback)
Values marketing in the firm
Uses the strategic planning process to build
commitment

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 Examples of
Customer-Oriented
Organizations
Pet Smart
Autozone
Saturn
Dillards
Amazon.com
FedEx

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