]LESSON 1

STRATEGIC MARKETING VS. TACTICAL MARKETING

LEARNING O CH

The leaders shall be able to distinguish between strategic and marketing planning in terms of objectives
and process

Strategic planning is a broad process that can address the entire business, or portion of the business
such marketing. Marketing planning is written based from strategic plans. In order to distinguish
between the two, it's important to understand their objectives and purposes.

STRATEGIC PLANNING

In simple terms a strategy tandoor machine a specific goal. In business a strategy is a bread out such as
rectangle of market share or creating particular image for the business. When creating marketing plans
start with broad strategies and support them with specific tactics. Planning on the other hand, is the
process of predicting future events and conditions and of determining the best way to attain the goals
and objectives of the organization.

Strategic planning is a management process of creating and maintaining fit between the objectives and
resources of the organization and the changing marketing opportunities. The very goal of strategic
planning is the long-berm profitability and growth of the company. This means there is a need for long
term commitment of resources in order to make strategic decisions.

Strategic planning is designed to provide an organization, it divisions departments or even individual

players with a game plan or road map to achieve specific goals and objectives. Strategic planning
identifies internal and external effects and opportunities to consider in the creation of strategies and
tactics. From a marketing standpoint strategic planning might help to identify new market opportunities
as well as new competitive threats.

A number of steps are involved in any strategic planning process, including strategic marketing planning
process. Strategic planning for individual organization includes defining the business mission, analyzing
esterm ppornmites and threats aralyang internal strengths and weakreses firmulating goals fomulating
strafegy, formulating supporting proan Implementing the programs and gathering feedback and
exercising control. many organizations the overall strategic plan provides direction for the creation of sal
plans, including a strategic marketing plan I noteriongh ta plan. A plan must include some form of
measurement and prices for monitoring and reviewing results An overall strategic plan inight

outline objectives for marketing. The marketing plan would detallhi

precise objectives for the marketing department to monitor and report on. The

result achieved whether they fall short or exceed expectations provide in

used to slider changes or adjustments in the plan. Ongoing measurement a

nporting can help to ensure the strategy plan continues to achieve measuraki

results

Strategic Planning versus Tactical Planning

Strategy and tactics are wote closely connected and, unfortunately, uwid interchangeably. Yet, In
business terminology, the weird strategy and tactics nefer to pre business mctions and practices.

in real world business uge, the term strategy actually is the thinking process required 1o plan a change,
course of action, or organization. Strategy defines, or butlins the desired goals and why a company
should go about achieving them. Owners ar upper management decide what the guiding philosophy and
value will be and how people involved in the businesses operations should act, in attaining their
objectives. It can be a compilation of many complex multi-faceted plans cheated for achieving pre-
established objectives Tarties are the specific actions to be taken in implementing a strategy. These

action comprise what is to be done in what order, using which tools and
penonnel A company may employ a number of tactics and involve many different

departments and people in this effort to reach a common goal. It may even recruit

suppliers to accomplish objectives. Tactics typically requires the involvement of the organization as a
whole. Tactical planning is short range planning that emphasizes the current operations of various parts
of the organization. Chart range is defined as a period of time extending about one year or less in the
future Managers use tactical planning, outline what the various parts of the organization must do for the
organization to be successful at some point one year or less into the future. Tactical plans are ally
developed in the areas of

A number of steps are involved in any strategy planning process, including

a strategic marketing planning process Strategic planning for individual

organizations includes defining the business mission. analyzing external opportunities and threats
analyzing internal strengths and weakness formulating goals, formulating strategy, formulating
supporting programs, implementing the programs and gathering feedback and exercising control. In ay
organizations, the overall range plan provides direction for the creation of sub-plans, including a
strategic marketing plan is not enough to plan. A plant must include some form of measurement and
rocen for monitoring and reviwing results. An overall strategic plan might outline broad objectives for
marketing The marketing plan would detail mom specific objectives for the marketing department to
monitor and report on The results achieved whether they all short or exceed expectations, provide input

sed to consider changes or adjustments in the plan. Ongoing measurement and

reporting can help to ensure the strategic plan continues to achieve measurable

results.