Learning Area PRINCIPLES OF MARKETING Grade Level 11

W6 Quarter 3rd Date

I. LESSON TITLE Strategic Marketing and Its Environment

II. MOST ESSENTIAL LEARNING Distinguish between strategic and marketing planning in terms of objectives
COMPETENCIES (MELCs) and processes (ABM_PM11-le-i-9)
Analyze the elements of macro and micro-environment and their influence on
marketing planning (ABM_PM11-le-i-10)
III. CONTENT/CORE CONTENT The learners demonstrate an understanding of the importance of information,
the market characteristics affecting consumer behavior, and the bases of
market segmentation.
References:
Real C. So and Oscar G. Torres, DepEd Principles of Marketing Textbook, pp. 27-35
Real C. So and Oscar G. Torres,DepEd Principles of Marketing Teacher’s Manual pp.21-25
Suggested
IV. LEARNING PHASES Learning Activities
Timeframe
A. Introduction
Panimula Good day! Today, let us talk about strategic and marketing planning. The
30 mins word strategy was coined in the context of war before it was used in the
business world. It means to devise a battle plan to gain an advantage and
victory over an opponent. The term tactics support strategy through
specific short-term actions or plan to ensure the successful implementation
of strategies. The Oxford English Dictionary defines strategy as the art of
planning, thinking, projecting, and directing… usually distinguished from
tactics which is the art of using forces during a battle in the most effective
way. In the business, the strategy is defined as the directed course of
action/s to achieve an intended set of goals; while, the tactic is the means
by which this strategy is carried out.

At the end of this lesson, you are expected to:

1. define marketing strategy and tactic;
2. distinguish between strategic and marketing planning in terms of
objectives and processes;
3. analyze the micro and macro environment which influence
marketing planning; and
4. write your own SWOT analysis.

Before we begin, let us have first the McDo activities.

Activity 1: McDo
Directions: Read and answer the given questions. Write your answers in your
notebook.

McDonald’s is a global firm introduced in the Philippines. List the advantages

and disadvantages of their menu adoption strategy and tactics. What do
you think are the other product/menu ideas McDonald’s could introduce in
the Philippine market?

B. Development All businesses have a mission that defines their purpose and intent of
Pagpapaunlad existence. In order to achieve this mission, the company creates smart goals
and strategies to determine how it can best be achieved. Here, marketing
110mins strategy plays an important role. The company strategy provides the
direction for the whole company. The role of marketing strategy is to support
and align itself with the company’s strategy to ensure survival and success.

Strategic Marketing
Strategic Marketing/Planning is the roadmap designed to achieve the
company’s goals and objectives. It identifies the organization’s behavior in
the market by analyzing your internal and external environment and
determining how you will attain and retain a competitive edge over your
chosen niche. It also includes maximization of the company’s available
resources.

The Strategic Marketing Process

The strategic marketing process is a series of steps to establish a clear and
concerted direction of setting goals and objectives, analyzing internal and
external business factors, product planning, implementation, and monitoring
and evaluating your progress to help you identify and reach your marketing
and sales goals. It is shown in the following diagram.

Marketing Strategy
Mission Situation Objective Evaluation
Strategy
Identification Analysis Setting Devt
and
Control
So, R. C. & Torres, O.G.( 2016) DepEd Principles of Marketing Textbook. Quezon City. Vibal Group

I. Mission Identification
A mission statement defines the core principles of your organization. Why you
exist, company culture, the value you provide and delivered, your
products/services, how you communicate with customers, geographical
area of operation, etc.

II. Situation Analysis

Research your market, profile your customers and competitors, analyze and
identify your company’s internal and external environment to recognize and
ascertain your company’s strengths and weaknesses, as well as the available
opportunities and possible threats.

III. Objective Setting

Identify your overarching business goals to define a set of marketing goals to
support them and to effectively measure the outcomes against what you set
out to achieve. When setting goals, it’s critical to follow the SMART method:
⮚ Specific: well-defined, clear, consider the 5W questions
⮚ Measurable: must have criteria, indicators, and evidence for
measuring progress and reevaluation when necessary
⮚ Achievable: must be attainable and realistic. Check your resources
and capabilities, it should be within reach.
⮚ Relevant: must be aligned with your values and long-term objectives
⮚ Time-bound: must have a start and finish date for task prioritization
and motivation

IV. Marketing Strategy and Development

It involves the 4Ps of marketing, market segmentation, targeting and
positioning, and the translation of strategies into an action plan.

The strategic marketing process is putting all the pieces together to the
creation of products and services that will delight your customers, outdo your
competitors, and contributes to the success and long-term retention of your
business.
Activity 2: I am Smart

Directions: You are now familiar with the idea of SMART goal setting. In a
clean sheet of paper, write your own SMART goal to finish your senior high
school study. You can make it colorful or as creative as you can. Be ready
to share it with your classmates or any member of your household.

Tactical Marketing
Tactical Marketing/Marketing Planning is the more granular means that
directly support your strategic marketing. It is how your strategy comes to life.
It focuses on the details of how you will execute your strategies. It includes
advertising, sales promotions, building websites, following up, establishing a
 budget that financial limitations should be considered in carrying out these
activities.

The Tactical Marketing Process

Marketi Action Marketi Acti Responsi Monitori

Acti
ng ng vity bility /
Plans / Account vity ng and
Strategi Tactics Activi Timetab Budgets Control
ability
es ties les

So, R. C. & Torres, O.G. (2016) DepEd Principles of Marketing Textbook. Quezon City. Vibal Group

The tactical marketing process determines the means or tactics to implement

your strategies. It involves the identification of specific activities, timetables,
responsibilities, and budgets, and their implementation. The objective is to
ensure that the strategies are implemented successfully.
Real C. So and Oscar G. Torres, DepEd Principles of Marketing Textbook

Strategic Marketing Tactical Marketing

What you are trying to achieve? How are you going to achieve it?
It is the concept It is the action
The plan to achieve the company Focus on the details on how you
goals execute the plan
Who is your target audience? Where is your audience?
How do you want to communicate What channels should you use to
our offerings to customers? communicate with our customers?
It is your larger and longer-term It is small-scale actions serving for
purpose your larger purpose

Strategic marketing and tactical marketing are interdependent and

complement each other. After identifying both the activities and tactics, it
now develops into an action plan. An action plan is a sequential series of
marketing activities that includes timetables, responsibilities, accountabilities,
and budget. A two or more action plan is necessary to ensure its successful
implementation. Likewise, regular monitoring is needed to check its
effectiveness.
C. Engagement
Pakikipagpalihan The Marketing Environment
45 mins Micro (Internal) Environment Macro (External) Environment
These are the internal forces that These are the external factors that
are relevant to company can influence or affect the
operations operations of the company.
The company itself Economic Macro-environment
Suppliers Politico-Legal
Market Intermediaries Socio-Cultural
Customers Demographic
Competitors Technological
Public Natural

SWOT Analysis
It is a strategic framework use to audit an organization and its environment.
The acronym SWOT stands for Strengths, Weaknesses, Opportunities, and
Threats.

INTERNAL FACTORS
 Strength Weaknesses
Things your company does well Resources limitations
Company’s tangible assets Things your competitors do
better than you
Internal resources Weak brand name
Qualities that separate you from Poor reputation
competitors
EXTERNAL FACTORS
Opportunities Threats
Emerging needs and wants New competitors and/or
substitute products
Underserved markets for specific Unstable politico-legal,
products environmental regulations
The arrival of new technology Trend changes

Activity 3: My Own SWOT

Directions: SWOT analysis is a tool used in the business world but it can also
be very useful in your personal life. Using the tool, write your own personal
SWOT analysis.

D. Assimilation Activity 4: My Mission

Paglalapat 30 mins
Directions: Mission statements define the company’s existence. Assuming
you are putting up a new business, write your own company mission. Write it
in your notebook.
V. ASSESSMENT
(Learning Activity Sheets for Activity 5: Venn D.
Enrichment, Remediation or
Assessment to be given on Weeks
20 mins
3 and 6) Directions: Using the Venn Diagram,
compare and contrast
strategic and marketing
planning.

VI. REFLECTION
In your notebook, write your insight about the lesson using the prompts below:
5 mins
I understand that ________________________________________________.
I realize that _____________________________________________________.
I need to learn more about ______________________________________.

Prepared by: Ma. Cristina F. Pabalate, SDO Imus City Checked by: Feliz A. Tayao, Cherie L.
Logatoc