Class 2

Strategic Marketing Planning

The Strategic Planning Process
Organization Mission Versus Vision

Vision:

What do we want to become?

Mission:

What business we are in?

Elements of the Mission Statement
1. Who are we?
2. Who are our customers?
3. What is our operating philosophy (Basic
Beliefs, values, ethics etc.)
4. What are our corporate competencies or
competitive advantage
5. What are our responsibilities with respect to
being a good steward of our human,
financial, and environmental resources?
 SZABIST
OUR VISION
SZABIST aims to be a globally recognized institute for
excellence in education, research, development, and
distinction in service.
OUR MISSION
SZABIST is committed to produce highly qualified
professionals to:

Meet national and global contemporary needs;

Conduct cutting edge research and development;
Provide hi-tech scientific and technological expertise;
Meet current and future socio-economic challenges;
Meet global citizenship responsibility.
Examples of The Best Mission
Statements
Explore Internet

Customer-Focused Mission
Statements
Explore Internet
Corporate or Business-Unit
Strategy
It determines the nature and future directions of each
business unit, including its competitive advantage, the
allocation of resources, and the coordination of the
functional business area (Marketing, production,
finance, human resources, etc.)
Functional Goals and Objectives
Marketing and all other business functions must
support the organization’s mission and goals,
translating these into objectives with specific
quantitative measurements.

Corporate Goal “To increase Return on Investment”.

Marketing Objective “Increase Sales”

Production Objective “Reduce cost of production”
Financial Objective “Rebalance firm’s financial
portfolio of investment”
Human Resource Objective “Increase employees’ training and
productivity”
Functional Strategy
This provides a total integration of efforts that focus
on achieving the stated objective

In Marketing Strategy, the process focuses on

selecting one or more target markets and developing
a marketing program that satisfies the needs and
wants of members of that market.
Implementation

It includes activities that actually executes the

functional strategies

It includes both internal and external market.

Organization relies on the functional knowledge and

commitment of its employees
Evaluation and Control
To keep planned
activities on target with
goals and objectives

Coordination
between Manager
Production/Purchase
and Manager
Marketing is key to
success.
Marketing Plan
Marketing Plan
For the Marketing Department, the
marketing plan provides a detailed
formulation of the actions necessary to
carry out marketing program.

It is an action document for marketing

strategy – it is a hand book of marketing
implementation, evaluation, and control
Using the Marketing Plan Structure

• Plan ahead
• Revise, then revise again
• Be creative
• Use common sense and judgment
• Think ahead to implementation
• Update regularly
• Communicate to other
Purpose and Significance of the Marketing Plan

• It explains the both present and future situation of

the organization (SWOT analysis).
• It specifies the expected outcomes (Goals and
objectives) so that the organization can anticipate its
situation at the end of the planning period.
• It describes the specific actions that are to take place
so that responsibility for each action can be assigned
and implemented
Purpose and Significance of the Marketing Plan
(Continue…)
• It determines the resources that will be needed to
carry out the planned actions.
• It permits monitoring of each action and its results so
that controls may be implemented.
• Feedback from monitoring and control provides
information to carryout the planning cycle again the
next time frame.
Organizational Aspects of the Marketing Plans
Responsibility Approval Authority
• Director Marketing • President, CEO, or
• Vice President Marketing Chairperson
• Brand Manager
• Consultant

2 Important questions are considered

• Will the proposed marketing plan achieve the desired
marketing, business-unit, and corporate goals and
objectives?
• Are there alternatives uses of resources that would
better meet corporate or business unit objectives
than the submitted marketing plan?
 Maintaining Customer Focus and
Balance in Strategic Planning

Customer- Focused Planning

Balanced Strategic Planning