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STEPS IN THE CORPORATE MARKETING PLANNING

PROCESS
STEP 1
Brief Background of Organization; mission; vision; corporate image, culture etc
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STEP 2
Analyze / review customers / constituents satisfactions or dissatisfaction with your
products/ services. Any problems or opportunities noted should be included in this
section.
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STEP 3
Assess the internal organization situation [SWOT ]
[strengths-weaknesses-opportunities-threats]
Assess the external business environment [ PEST ]
[political - economic-social-technology ]
Assessing the organizational culture, climate, and working conditions.
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STEP 4
DEFINE YOUR PRIDUCTS/SERVICES OFFERINGS AND THEIR CURRENT POSITION IN
THE MARKET
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STEP 5
SET STRATEGIC DIRECTION FOR THE ORGANIZATION
-what is your corporate direction for the next 12 months
-Identifying and evaluating strategic aims. These "goals" should relate directly to the
S.W.O.T. factors and concern a range of outcomes, which the organization could
move toward in order to fulfill its mission.
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STEP 6
Determine the requirements for performance levels (Critical Success Factors).
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STEP 7
Identify and choose corporate strategies using the corporate marketing mix
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STEP 8
Outline your Implementation plan for these strategies.
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STEP 9
Outline a monitoring system for the corporate plan. Monitoring the implementation
of the objectives/strategies through periodic reviews with the responsible individuals.
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STEP 10
Development of a budget
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PLEASE NOTE

While product marketing promotes the company's services or products to

increase sales, corporate marketing focuses on its vision and mission to
pursue growth. The company is the product.

Corporate marketing is a branch of marketing that is typically chartered to

build and maintain the corporations image and brand. The main function
is to build a brand at the institutional level. THEREFORE, THE CORPORATE PLAN
SHOULD REFLECT THIS.

Though corporate level plans deal with general direction, guidelines and overall
strategic direction of an organization: you are required to use the corporate
marketing mix to plan specific strategies for the organization from a corporate
level.