( WEEK 5: Strategic and Marketing Planning)

MELC:

1. define Strategic and Marketing Planning

2. distinguish between strategic and marketing planning in terms of
objectives and processes

SPECIFIC OBJECTIVES:
At the end of the lesson, learners are expected to:

1.Differentiate strategic planning to tactical planning

2. Explain strategic and marketing planning

 PRE-TEST

Matching-Type.
Directions: Choose appropriate letter in the box and write the letter in the space
provided before the number.
1. The 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. 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.
2. 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. Once you have
your strategy, only then will you be able to develop an effective marketing plan.
3. sets the stage for the marketing plan. It starts with its overall
purpose and mission. These guide the formation of measurable corporate objectives.
4. Consists of measuring and evaluating the results of plans and
activities and taking corrective action to make sure objectives are being achieved.
Analysis provides.
5. It is 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

LONG-RANGE PLAN STRATEGIC PLANNING
CONTROL

BRIEF INTRODUCTION
“The marketing strategy is your approach to achieving your competitive advantage
— the marketing plan contains the activities that will get you there.”- blog.aha.io
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. Once you have your strategy, only then will you be able to develop an
effective marketing plan according to The Laire Group Team published at
www.lairedigital.com
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 The Road Map the Execution “Plan”
Efforts
Its purpose is to describe how your Its purpose is to lay out your
marketing goals will help you achieve marketing campaign efforts on a
your business goals tactical level
what offering you will deliver, who you what you will do, where you will
will deliver, who you will deliver it to, do it, when you will implement
how you will deliver it and who your and how you will track success.
competitors are.
it helps you make the most of your It supports yours strategy and is
investment, keep your marketing the action plan you’ll uses to
focused, and measure your sales implement your marketing efforts.
results.

STRATEGIC MARKETING VS. TACTICAL MARKETING

Strategic Planning is a broad process that can address the entire business, or a portion
of the business such as marketing while Marketing planning is written based from
strategic plans.

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.
Companies usually prepare annual plans, long-range plans and strategic plans:

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 and 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
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.
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.
5. Strategic planning sets the stage for the marketing plan. It starts with its overall
purpose and mission. These guide the formation of measurable corporate
objectives. A corporate audit then gathers information on the company, its
competitors, its market and the general environment in which the firm competes.
A SWOT analysis gives a summary of the strengths and weaknesses of the
company together with the opportunities and threats it faces. Next, headquarters
decides what portfolio of businesses and products is best for the company and
how much support to give each one.

6. This helps to provide the strategic objectives that guide the company's various
activities. Then each business and product unit develop detailed marketing and
other functional plans to support the companywide plan. Thus, marketing
planning occurs at the business-unit, product and market levels. It supports
company strategic planning with more detailed planning for specific marketing
opportunities.
STRATEGIC MARKETING TACTICAL MAKETING

Comes first when creating a marketing plan Follows after the strategies are created

The direction of the business growth in relation to Plan of actual activities that improve the
competition and the brand image necessary to advance position and convey the brand image
the market position

The “idea” The “action”

Activities involved: SWOT analysis, industry research, Activities: advertising, community build
and market research, to develop a thorough promotions, and budget allocation for each
understanding of the company’s business environment

The Planning Process

Putting plans into action involves four stages: analysis, planning, implementation and
control. Figure 1 shows the relationship between these functions that are common to
strategic planning, marketing planning or the planning for any other function.

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.

Independent Activity 1:
Identification. Identify the difference between Marketing Strategy and Marketing Plan.
Use this format.

Marketing Strategy Marketing Plan

1. 1.

2. 2.

3. 3.

4. 4.

Independent Activity 2:

Kindly differentiate the Strategic and Marketing versus Tactical Marketing.

Rubrics for Grading the Essay:

5- If the paragraph consists of 5 or more sentences with correct and complete
Information.
4- If the paragraph consists of 3 to 4 sentences with correct information.
3- If the paragraph consists of 2 to 3 sentences with correct information.
2- If the paragraph consists of 2 sentences with correct information
1- if the paragraph consists of only one sentence with correct information.
The strategic plan is high-level thinking, without the details, defining strategic focus. It
ought to include thinking about how the business is different, and it is special market
focus, and it is business offering (product or service), and how those three elements work
together. In many ways it's like defining attributes, goals, and directions. A marketing
plan usually (but not necessarily) includes a market analysis. It defines target markets,
messaging, media, promotion, pricing, and other elements of the marketing mix –
 distribution channels, packaging, PR, as appropriate. And it sets specific activities,
budgets, metrics, and milestones.

Marketing Plan is 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

Strategic planning sets the stage for the marketing plan. It starts with its overall purpose and
mission. These guide the formation of measurable corporate objectives. A corporate audit then
gathers information on the company, its competitors, its market and the general environment in
which the firm competes. A SWOT analysis gives a summary of the strengths and weaknesses of
the company together with the opportunities and threats it faces. Next, headquarters decides
what portfolio of businesses and products is best for the company and how much support to
give each one.

Strategic planning process includes defining the Corporate Mission, environmental

scanning, Goal Formation, Strategy Formulation, Implementation, Feedbacks and
Control.

CHECK YOUR UNDERSTANDING

MODIFIED TRUE OR FALSE:

Directions: Write Correct if the statement regarding Strategic and Marketing

Planning is true, but if it is incorrect write the correct word/s to make the statement
correct.

1. Strategic Planning helps to provide the strategic objectives that

guide the company's various activities. Then each business and product unit develop
detailed marketing and other functional plans to support the companywide plan. Thus,
marketing planning occurs at the business-unit, product and market levels. It supports
company strategic planning with more detailed planning for specific marketing
opportunities.
2. Implementation 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.
3. 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.
 4. Planning 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.

5. 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.

POST TEST
MULTIPLE CHOICE: Choose the letter of the best answer.
1.It is 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. Once you have your
strategy, only then will you be able to develop an effective marketing plan.
a. Marketing c. Strategic Planning
Strategy d. Planning
b. Marketing Plan
2.- 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.
a. Marketing c. Strategic Planning
Strategy d. Planning
b. Marketing Plan
3.is a broad process that can address the entire business, or a portion of the
business such as marketing while Marketing planning?
a. Marketing c. Strategic Planning
Strategy d. Planning
b. Marketing Plan
4.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.
a. Marketing c. Strategic Planning
Strategy
b. Marketing Plan
d.Planning