Strategic and Marketing Planning

Strategic and
Marketing
Planning
Marketing Strategy - Shaped by
your business strategy, your
marketing strategy is your
purpose; it's the offering you
deliver, how you will deliver it
and why your marketing efforts
will help you achieve your
company’s mission and strategic
goals.
Marketing Plan - Driven by your
strategy, your marketing plan is the
execution; the roadmap of tactical
marketing efforts that help you
achieve your marketing goals. Your
plan is your detailed campaign of
what you will do, where you will
do it, when you will implement,
and how you will track success.
Marketing Strategy Marketing Plan
The “why” behind your marketing efforts The road map of the execution plan
Its purpose is to describe how your marketing Its purpose is to lay out your marketing
goals will help you achieve your business goals campaign efforts on a tactical level
What offering you will deliver, who you will What you will do, where you will do it, when
deliver, who you will deliver it to, how you will you will implement and how you will track
deliver it and who your competitors are. success.
It helps you make the most of your It supports yours strategy and is the action
investment, keep your marketing focused, and plan you’ll uses to implement your marketing
measure your sales results. efforts.
Strategic Planning
1. Strategy is a plan from reaching a specific goal.
2. In business, a strategy is a broad goal, such as
increasing sales or market share or creating an image for
the business.
3. When creating marketing plans start with broad
strategies and support the with specific tactics.
4. Planning is the process of predicting future events and
conditions and of determining the best way to attain the
goals and objectives of the organization.
5. Strategic Planning is a management process of
creating and maintaining fit between the objectives and
resources of the organization and the changing market
opportunities.
1. The annual plan is a short-term plan that describes the current
situation, company objectives, the strategy for the year, the action
program, budgets and controls.
2. The long-range plan describes the primary factors and forces

affecting the organization during the next several years. It
includes the long-term objectives, the main marketing strategies
used to attain them, and the resources required. This long-range
plan is reviewed and updated each year so [hat the company
always has a current long-range plan. The company's annual and
long-range plans deal with current businesses and how to keep
them going.
3. The strategic plan involves adapting the firm to take
advantage of opportunities in its constantly changing
environment. It is the process of developing and maintaining a
strategic fit between the organization's goals and capabilities and
its changing marketing opportunities.
Strategic
Marketing vs
Tactical
Marketing
Strategic Marketing
Versus Tactical
Marketing
1. This become the basis of long-Term plan used
in strategic marketing
2. To accomplish the long-term goal, marketers
also develop short term action plan and do
tactical marketing
Strategic Marketing
Versus Tactical
Marketing
3. Strategic marketing considers the long-term
goals of your company such as expanding your
business, exploring new demographics, or creating
a new brand. Therefore, it needs the insight of your
financial department who can analyze if you
have adequate funds to realize your goals.
Strategic Marketing
Versus Tactical
Marketing
4. Tactical marketing often involves generating leads,
building websites, placing ads, and following up. It
includes advertising, sales promotions, and other
activities that directly support your strategic marketing
plan. And because your strategic marketing plan
included establishing a budget, tactical planning
preparation should consider its financial limitations in
carrying out these activities.
The Planning Process
1. ANALYSIS. Planning begins with a
complete analysis of the company's
situation. The company must analyze its
environment to find attractive opportunities
and to avoid environmental threats. It must
analyze company strengths and
weaknesses, as well as current and possible
marketing actions, to determine which
opportunities it can best pursue. Analysis
feeds information and other inputs to each
of the other stages.
2. PLANNING. Through strategic planning,
the company decides what it wants to do
with each business unit. Marketing planning
involves deciding marketing strategies that
will help the company attain its overall
strategic objectives. Marketing, product or
brand plans are at the center of this.
3. IMPLEMENTATION. Turns strategic plans
into actions that will achieve the company's
objectives. People in the organization that work
with others both inside and outside the company
implement marketing plans.
4. CONTROL. Control consists of measuring and
evaluating the results of plans and activities and
taking corrective action to make sure objectives
are being achieved. Analysis provides information
and evaluations needed for all the other
activities.

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What is the difference between strategic marketing and tactical marketing?

What are the steps involved in the marketing planning process?

Strategic and

2. The long-range plan describes the primary factors and forces

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