Strategic Marketing Plan free essay sample

Every strategic marketer knows that successful marketing starts with a realistic marketing plan, the preparation of which requires an analytical and creative approach. This is critical because: supply exceeds demand, a global market is formed, the direction of differentiation is limited, technologies are changing, competition is growing. A marketing plan is a creative document that has logic and structure and is a plan of action to solve problems. The Tasks of Strategic Planning Marketing strategy planner is necessary to achieve the following objectives: increase in controlled market share; anticipation of customer requirements; an output of higher quality products; ensuring agreed delivery dates; pricing; maintaining the reputation of the crew among consumers. The tasks of planning are determined by each firm independently, depending on the activities it is engaged in. In general, the strategic planning tasks of any firm are as follows: Planning profit growth. Planning of costs of the enterprise, and, as a result, their reduction. We will write a custom essay sample on Strategic Marketing Plan or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Increase market share, increase the share of sales. Improvement of the crews social policy. Thus, the main task of planning is to obtain maximum profit as a result of the activity and to carry out its most important functions: strategic marketing planning, productivity, innovation and others. Stages of Strategic Planning The strategic marketing planning process consists of seven interrelated stages; strategic marketing program is carried out jointly by the management of the firm and employees of marketing services.The planning process itself goes through four stages: amplification of common goals; the definition of specific, detailed goals for a given, relatively short period of time; determination of ways and means to achieve them; monitoring achievement of the set goals by comparing the planned indicators with the actual ones. Planning is always guided by the data of the past but seeks to identify and control the amplification of the enterprise in the future. Therefore, marketing strategy plan contains so-called reserves, otherwise referred to as security surcharges, but too large reserves make plans imprecise, and small ones entail frequent changes in the plan. The basis for drawing up a plan for specific areas of production sites of the enterprise is separate tasks that are determined in both monetary and quantitative terms. At the same time, planning should be based on so-called bottlenecks: recently it was marketing, finance or labor. Short-Term and Long-Term Planning Any crew should apply both long-term and short-term planning. For example, when planning the production of a product as one of the most important elements of strategical marketing, it is advisable to apply long-term and operational planning in aggregate, since the planning of product production has its own specific features and is determined by the goal, the timeframe for achieving it, the type of goods, and so on. Long-Term Planning A long-term plan usually covers a three-year or five-year period. It is rather descriptive and determines the overall strategy of the crew since it is difficult to predict all possible calculations for such a long period. The long-term plan is developed by the crews management and contains the main strategic goals of the crew for the future. Short-Term Planning Short-term planning can be calculated for a year, half a year, a month, and so on. The short-term plan for the year includes the volume of production, profit planning and other. Short-term planning closely links the plans of various partners and suppliers, and therefore these plans can either be agreed upon, or individual aspects of the plan are common to the crew-producer and its partners. A short-term financial plan has a special significance for the crew. It allows managers to analyze and monitor liquidity taking into account all other plans, and the reserves in it provide information on the necessary liquidity. Requirements for the Strategic Plan A few basic theses related to the strategy should be understood and, more importantly, accepted by top management. First of all, the strategy is mostly formulated and developed by senior management, but its implementation involves the participation of all levels of government.A strategic marketing plan should be based on extensive research and factual data. To effectively compete in todays business world, an enterprise must constantly engage in the collection and analysis of a huge amount of information about the industry, competition, and other factors. The strategic plan gives the enterprise a certainty, individuality that allows it to attract certain types of employees, and, at the same time, does not involve workers of other types. This plan opens the prospect for an enterprise that directs its employees, attracts new employees and helps sell products or services.Finally, strategic marketing plans examples should be designed so as not only to remain intact for long periods of tim e but also to be flexible enough that, if necessary, they could be modified and reoriented. The overall strategic plan should be seen as a program that guides the firms activities for an extended period of time, aware of the fact that the conflictual and ever-changing business and social situation makes permanent adjustments unavoidable. Strategic Planning and Enterprise Success The current rate of change and increase in knowledge is so great that strategic planning is the only way to formally predict future problems and opportunities. It provides senior management with the means to create a plan for a long time. Strategic planning also provides the basis for a decision. Implementation of the Strategic Plan Strategic planning becomes meaningful when it is realized. After choosing the basic general strategy, it must be implemented, combining it with other organizational functions.An important mechanism for linking the strategy is the amplification of plans and benchmarks, such as tactics, policies, procedures, and rules. Tactics are specific short-term strategies. The policy represents common guidelines for action and decision-making. Procedures prescribe actions that must be taken in a particular situation. The rules accurately indicate what to do in a particular situation. Evaluation of the Strategic Plan The amplification and subsequent implementation of the strategic plan seem like a simple process. Unfortunately, too many organizations apply the implement immediately method in relation to planning and catastrophically fail. Continuous evaluation of the strategic plan is of utmost importance for the long-term success of the plan. The evaluation of the strategy is carried out by comparing the results of work with the objectives. The evaluation process is used as a feedback mechanism to adjust the strategy.In order to be effective, the evaluation should be conducted systematically and continuously. A properly designed process should cover all levels from top to bottom. When assessing the strategic planning process, five questions should be answered: Is the strategy internally compatible with the organizations capabilities? Does the strategy assume an acceptable degree of risk? Does the organization have sufficient resources to implement the strategy? Does the strategy take into account external threats and opportunities? Is this strategy the best way to use the firms resources? Thus, for the enterprise of any form of ownership and any scale of economic activity, management of economic activities, the definition of strategy and marketing planning are essential. The Importance of Strategic Marketing Planning All organizations work in a complex environment in which hundreds of factors affect the ability to achieve goals. Managers should have an idea of the interaction of all these forces and rational approach to decision-making, but intuition, feelings, and experience, since they are contributing factors in this rational process. Many managers assume that some types of formalized marketing planning process help to streamline this rationality, reducing the complexity of business operations and adding realism to the organizations hopes for the future.This was clarified in the process of studying the effectiveness of marketing planning, which showed that the main achievements of the organization are: Systematic identification of emerging opportunities and threats. Willingness to meet changes. Specification of a suitable competitive advantage. Improve interaction between leaders. Reduced conflicts between individuals and departments. Participation of all levels of leadership in this process. A more appropriate allocation of scarce resources.