CHAPTER 2 : STRATEGIC PLANNING ABD THE

MARKETING PROCESS .
What is strategic planning ?
The process of developing and maintaining a
strategic fit between the organization goals and
capabilities and its changing marketing opportunities
.

1) ANALYSIS
Conduct SWOT analysis ( internal and
external environment )
- SWOT analysis provides information that is
helpful in matching the firms resources and
capalbilities to the competitive environment
in which it operates .
-

internal
external

Marketing planning occurs at the business unit ,

product and market levels .

positive
strength
opportunities

Managing marketing . ( A P I C )
1 . Analysis ( company background )
2. Planning ( develop strategic plans -> marketing
plans )
3. Implementation ( carry out the plans )
4. control
( measure result -> evaluate result -> take corrective
action )

2) PLANNING
Involves deciding on marketing strategies
that business will help the company attain
its overall strategic objectives .
- Content of marketing planning .
1. Executive summary
2. Current marketing situation
3. Threats and opportunity analysis
4. Objectives and issue
5. Marketing strategy
6. Action programs
7. Budget
8. Controls
-

negative
weakness
threat

3) IMPLEMENTATION
The process that turns marketing strategies
and plans into marketing actions in marketing
actions in order to accomplish strategic
marketing objectives .
4) CONTROL
The process of measuring and evaluating the
results of marketing strategic and plans aand

taking corrective action to ensure that

marketing objectives are achieved .
Four step involved .
i.
Set specific marketing goal
ii.
Measure the performace in the
marketplace .
iii.
Evaluates the causes of any differences
between expected and actual
performance .
iv.
Take corrective action to close the gap
between the goals and performance .