Planning phase of the strategic marketing process pdf

Marketing controls are a series of measurements used to determine whether a marketing plan is meeting, or has met, its stated goals and objectives. Chaneta department of business studies faculty of commerce university of zimbabwe abstract wheelen and hunger 2002 say that strategic management is a set of managerial decisions and actions that determines the longrun performance of an organization. Strategic marketing planning process economics discussion. The conclusions of this planning process then become the basis of the marketing plan. The 4 steps of strategic planning process ollu online. Implementation phase of the strategic marketing process. Pdf on nov 16, 2014, collins nwabuibe and others published strategic. Corporate strategy is the pattern of decisions in a company that. This chapter on the strategic management and strategic planning process provide an insight on the basic knowledge on what is strategy and strategic management. For more of a deep dive look into each part of the planning phase.

On average, this process can take between three and four months. This guide will teach you about marketing processes and how to develop a strategic marketing plan including what to do for each step. Strategic marketing process 10 planning phase longterm 5 yrs vs annual marketing plans long term marketing plans. It should be done prior to, during the creation of the strategic plan, continue on through the implementation, and in the monitoring process of the strategic plan. The yearly plan concerns marketing objectives and strategies for aproduct, product range, development of the bank for one year, while the longterm marketing plan concerns aperiod of two to five years. Strategic planning process map that divides the process of creating the strategic plan into five simple steps or phases that are each characterized by.

As your efforts unfold, you will begin to understand just how valuable it is to have a plan that keeps you focused and moving forward. The marketing function looks at what market segments the company can access at low cost, studies the needs of the members of these target markets and evaluates how the company can satisfy the needs. However no one organization is alike and you may decide to fast track your process or slow it down. The definitive guide to strategic marketing planning smartsheet. They will certainly learn that marketing is more than advertising and will be delighted even surprised to see you have a system. The three steps of the strategic planning process bdc. Pdf strategic management and strategic planning process. When created effectively, this process ensures the success of an organizations marketing strategy. The assumptions and forecasts on which decisions are based can be checked and if needed corrected. Strategic planning is essential for plotting the future of your businessbut the process can sometimes seem lengthy and complicated. Marketing planning process basically involves the selection of the target market and then developing a plan that how you have to market your product in that specific target market to penetrate. The fact that the control phase is often the final item in a list of essential marketing plan elements downplays its. Graduates from ollus mba program will know how to develop strategic plans and how to enact them in a number of different.

The three steps of the planning phase of the strategic marketing process are. The ones best suited to organize strategic planning process are business school graduates. This lifecycle stage affects your entire marketing strategy. Different stakeholders are involved in different phases of planning. Planning is part of the marketing process and one of the most important parts at that. The process of gathering data in strategic planning. The fourstep process accreditation in public relations. A preplanning stage must be added to the strategic management.

The three components of the strategic management process. And then theres strategic planning, creative development and financial measurement. The strategic management process has 3 distinct phases. Thus, strategic marketing planning is the operational process that involves. The corporate strategic planning process the corporate strategic planning process is a disciplined and welldefined organizational effort aimed at the complete specification of corporate strategy. This guide defines a marketing process that you can use to put structure. Strategic planning is a crucial part of any businesss future. The 3 phases of a marketing plan archway publishing. Providing a clear map of your companys goals and how to achieve them. Writing a public relations plan the 10 steps the 10 steps for writing a public relations plan will give you the framework to assess any. Planning to plan the planning to plan phase focuses on what the strategic planning process will look like and who will be involved. It involves looking at where the agency wants to go, assessing the agencys current situation, and developing. The planning phase is the most important as it analyzes internal strengths and weaknesses, external competition, changes in technology, industry culture shifts and provides an overall picture of the state of the organization.

The control phase of the marketing plan your business. The creation of the marketing plan is understated as astrategic process, where this is based on information and activities. The three phases are distinct in theory and in practice they overlap and iterate. Overview of planning toolkit on overview of planning by janet shapiro email. Their finely tuned coursework will help them develop the skills needed to succeed. A successful plan needs both, implemented at the proper stage of the process. Getting all stakeholders to share a common goal and a have a common understanding of your company s opportunities and challenges. A strategic marketing planning process also helps with. The marketproduct focus and goal setting part of the planning phase of the strategic marketing process includes all of the following except. Four stages of strategic planning strategic planning is a continual process for improving organizational performance by developing strategies to produce results. A pre planning stage must be added to the strategic management. The first describes the strategic marketing planning process itself and the key steps within it.

Jagdish sheth, a respected authority on marketing and strategic planning, provides. To help close the gap between strategy and execution, weve created the essentials guide to strategic planning, which provides an endtoend overview of the strategic planning process. Below, well walk through the three critical phases. Operational developed by mktg product managers addresses marketing plans for existing products. Below is a discussion of a process you can use to develop a strategic plan for your individual farm business. Strategic thinking and subsequent management must result in action. The planning phase is the most important as it analyzes. It is a logical, stepbystep process that makes sense. The strategic marketing process consists of three phases. Strategic management process strategic management process dr i. It is the intense need of every business to make a good market plan for.

The strategic marketing process includes three phases. Data can be secondary or primary data and gathered. If you havent thought or acted strategically in your marketing process so far, then its never a bad time to go back and recreate the blueprints a successful marketing process is based upon sound understanding of what needs to be done, when to do it, what it would effect, how it is implemented and how it is analysed, measured and reported upon. Each of the process stages illustrated in figure 2 will be discussed in more detail in. Pdf chapter 01 strategic planning and the marketing. To set the stage for developing a tactical social marketing plan, we begin with a description. Move at a pace that works best for you and your team and leverage this as a resource. It goes on to provide indepth guidance on the steps involved as outlined in the box below.

In this respect, the strategic marketing process plays a crucial role. Strategic planning involves developing plans for your business and implementing and evaluating these plans. Strategic thinking and strategic management strategic planning is only useful if it supports strategic thinking and leads to strategic management and, even more importantly, execution. Strategic management for farm businesses ag decision maker. Chapter 2 10 steps in the strategic marketing planning process 33. It involves looking at where the agency wants to go, assessing the agencys current situation, and developing and implementing approaches for moving forward. This simple infographic clearly sets out the different stages of the strategic planning process, explaining objectives and targets at each step. They will certainly learn that marketing is more than advertising and will be delighted even surprised to see you have a system, method, timing, and budget to evaluate your efforts. If youre a consultant or service firm interested in learning more about how to incorporate the process into your offering, please visit us at. The process of gathering data in strategic planning abstract a major part in strategic planning is the process of gathering data. Its for that very reason we created this ultimate guide to strategic planning. The chapter briefly defines strategic planning and outlines some benefits that can be gained from the process and its product. Steps of marketing planning process business study notes. Strategic plan guidelines that provides a structure for mapping a clear path from present conditions to a vision for the future into a plan document.

Strategic marketing activities over extended period corporate level deal with uncertainties over long time period annual marketing plans. The planning phase of the strategic marketing process has three steps. What are the three steps in the planning phase of the strategic marketing process. This is the planning process that seeks to clarify the purpose of the businesss marketing endeavors so that all efforts of the marketing personnel are unified and there is no conflict. When you focus on the implementation phase of the process, which is the putting of the marketing strategies and plans into action, there are ways to help make this step as successful as possible. Who does what in an organisational planning process. The first step in the strategic management process is environmental scanning, sometimes referred to as simply scanning.