Strategic marketing provides several key benefits to businesses: it forces consideration of strategic choices and opportunities in response to external threats; it encourages long-term strategic thinking rather than short-term focus; and it aids strategic analysis, decision making, and resource allocation. Strategic marketing also establishes strategic management and control systems, facilitates communication and coordination across an organization, and helps businesses cope with changing environments.

1. Lucidity London
Inspiring Growth
Benefits of Strategic Marketing Management
August 2014
© 2014 Lucidity London l www.luciditylondon.com

2. Why Employ a Strategic Marketing Approach
 Strategic marketing precipitates the consideration of strategic choices
What is happening externally that is creating opportunities and threats to which a
timely reaction is necessary ? What strategic issues face the firm ? What options
should be considered ?
 Strategic marketing forces a long range view
The pressures to manage with a short-term focus are strong and may lead to errors.
 Strategic marketing makes visible the resource allocation decision
Allowing allocation of resources to be dictated by accounting systems, political
strengths or inertia is too dangerous.
 Strategic marketing aids strategic analysis and decision making
Concepts, models and methodologies are available to help the business collect,
analyse and address difficult strategic decisions.
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3. Why Employ a Strategic Marketing Approach
 Strategic marketing provides a strategic management and control system
The focus on assets and competencies and the development of strategic thrusts
provide the basis for managing a business strategically.
 Strategic marketing provides horizontal and vertical communication and co-
ordination systems
Marketing provides a way to communicate problems and proposed strategies within
the organisation. Its vocabulary adds precision.
 Strategic marketing helps the business cope with change
Organisations operate in a rapidly changing and increasingly unpredictable
environment and therefore needs approaches for coping strategically.
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