The organisation needs a strategic marketing plan in order to adapt to a changing business environment. Given the basic business premise of‘success through effectively meeting customer needs’ it is clear that organizations must continually adapt and develop to remain successful. Strategic marketing facilitates this process and provides robust solutions in an increasingly competitive world. Essentially, the plan should provide a systematic framework with which to analyses the market place and supply a well-defined way to pursue strategic goals.
However, the truly successful plan goes further than the simple process of planning. It is a vehicle to communicate, motivate and involve staff in fundamental business activities. Too often planning is viewed as a restrictive process based on programming events and generating paperwork. Remember, plans need employee commitment and ‘ownership’ to achieve results.
The key reasons for planning are summarized as follows:
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Marketing Strategy Tutorial
The Strategic Perspective
Developing A Future Orientation
Targeting, Positioning And Brand Strategy
Product Development And Innovation
Alliances And Relationships
The Strategic Marketing Plan
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