STRATEGIC MARKETING

Strategic Marketing



Strategic Managers should be able to understand how the marketing plan supports strategic objectives

Strategy of the organization impacts on the marketing plan

Organizational strategy is a long term future planning of the organization. It's a development plan for commercial and industrial organization, especially constructed from the point of cooperation organization dealing with the external environment. The aim of the strategy is to ensure the sustainability of the company. Analysis of long term objectives is conducted. Those objectives are planned on a priority basis. The objectives are implemented and controlled. Strategy includes external environment of the organization, allocation of the resources, competitive advantage and integration (Parry 2002, 69).

Especially dealing with marketing of the organization, it focuses on the coordination of all departments to work together towards a clearly defined marketing plan. A market system or data base is utilized to track relevant customer and market information. It helps in employing an effective product or service management process. Marketing is an organizational activity that ensures the company to earn more profits and meet the needs of customers.

Marketing plan is an important document of the annual development plan which suggests methods to achieve the markets and establish required objectives. The marketing plan is like a map: it shows where the company currently stands, where it moves and how is going to get at the desired position. The marketing plan helps to improve the efficiency of the enterprise at the expense of a clear definition of goals and methods to achieve them, eliminating ambiguities and unnecessary actions that do not lead to the planned results.

The key marketing strategy is to analyze the internal and external environment. Analysis of the internal environment allows companies to identify opportunities to implement the strategy, analyzing the external environment is necessary because changes in the environment may lead to an expansion of marketing opportunities, and to limit the scope for successful marketing. The external environment is the source feeding the organization with the resources necessary to maintain its internal capacity at the proper level. The task of strategic control is to ensure that the organization interacts with the environment to achieve its objectives (Armstrong & Kotler 2003, 58).

Identify issues of risk within a marketing plan

The following are some common problems: 1 - Resistance from staff and managers to change.2 - some interesting short-term objectives of managers, in spite of its importance, however, long-term goals for the development of the company must not be overlooked. 3 - Implementation plan and marketing plan should be made specific, coherent and achievable; it would be difficult to motivate staff to persuade customers. 4 - Lack of accuracy of the information, due to the weakness of Marketing Intelligence Centers in the company. 5 - Lack of material and high human potential leads to apply good marketing strategies. 6 - The rapid change in technology and struggling to cope, which lead to the marketing practices of traditional and primitive. 7 - Demographic change in the environment in terms of the ...