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Strategic Planning and Marketing Management Process

Strategic planning is a systematic process by which organizations define their strategy or direction, and make resource allocation decisions to pursue their strategy. It includes establishing an organizational mission, objectives, and strategies. The strategic planning process involves defining the company mission, setting objectives and goals, designing the business portfolio, and planning marketing and other functional strategies. Marketing strategy is developed through strategic planning to maintain strategic fit between organizational goals and changing market opportunities.

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244 views13 pages

Strategic Planning and Marketing Management Process

Strategic planning is a systematic process by which organizations define their strategy or direction, and make resource allocation decisions to pursue their strategy. It includes establishing an organizational mission, objectives, and strategies. The strategic planning process involves defining the company mission, setting objectives and goals, designing the business portfolio, and planning marketing and other functional strategies. Marketing strategy is developed through strategic planning to maintain strategic fit between organizational goals and changing market opportunities.

Uploaded by

Ferdous Alamin
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Strategic Planning and

Marketing Management Process


Strategic Planning
A systematic process of envisioning a desired future, and translating this
vision into broadly defined goals or objectives and a sequence of steps to
achieve them .
Strategic planning determines exactly where your organization is going
over the next few years and how it's going to get there. A strategic plan is
a coordinated and systematic way to develop a course and direction for
your company.

Strategic planning is an organization's process of defining its strategy, or


direction, and making decisions on allocating its resources to pursue this
strategy. It may also extend to control mechanisms for guiding the
implementation of the strategy.
Strategic planning includes all the activities that lead to the development
of a clear organizational mission, organizational objectives, and
appropriate strategies to achieve the objectives for the entire organization.
Marketers define strategic planning as the
process of developing and maintaining a
strategic fit between the organization’s goals
and capabilities and its changing marketing
opportunities.
Steps in Strategic Planning process

• Defining the company mission.


Step-1

• Setting company objectives and goals.


Step-2

• Designing the business portfolio.


Step-3

• Planning marketing and other functional strategies.


Step-4
Defining the company mission.

A mission statement is a statement of the


organization’s purpose –what it wants to
accomplish in the larger environment.

 What is our business?


 Who is the customer?
What do customers value?
 What should our business be?
Setting company objectives and goals.

Organizational objectives are the end points of


an organization’s mission . The organization’s
mission is distilled into a finer set of specific
and achievable organizational objectives. These
objectives must be specific, measureable, and
achievable.
Designing the business portfolio.
Business portfolio- the collection of businesses and
products that make up the company.
The company must analyze its current business
portfolio and decide which businesses (Strategic
Business Units-SBU) should receive more, less or no
investment and develop growth strategies for adding
new products and businesses to the portfolio.
SBU(strategic business unit is a unit of the company
that has a separate mission and objectives and that
can be planned independently from other company
businesses.
BCG growth share matrix
Planning marketing and other functional strategies.

Marketing alone cannot produce superior value


for customers. All departments must work
together in this important task.
 Marketing Mix Strategy.
 Organizations Growth Strategies :
Planning marketing and other
functional strategies.
 Competitive strategies.
 STP Strategy.
 Porter’s generic strategies:
Activities of strategic Planning
 Defining the corporate mission.
 Establishing SBU’s.
 Assigning resources to each SBU’s.
 Assessing growth opportunities.( Intensive

growth, Integrative growth, Diversification


growth)
Process of business unit strategic
planning
 The business mission.
 SWOT analysis
 Goal formulation
 Strategy Formulation
 Program Formulation and Implementation
 Feedback and control.
Strategic planning and marketing
Planning
Strategic Planning
 Defining the company mission.
 Setting company objectives and goals. Informs, Achieve,
 Designing the business portfolio.
Operationalises.
 Planning marketing and other functional
strategies.

Guides, Directs, Controls, Coordinates

Marketing
Marketing Planning Information System
 Executive Summary
 Situation Analysis
And Marketing
 Marketing Strategy research
 Marketing Tactics
 Financial Projections
 Implementation Control.

Implementation And Control

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