This document discusses strategic marketing management and the marketing planning process. It addresses two main questions of strategic marketing which are determining the organization's main activity and goals. The strategic planning process involves analyzing the external and internal environments, formulating goals and strategies, and implementing and controlling the strategies. The marketing plan guides marketing activities and includes elements like the business mission, objectives, SWOT analysis, target market strategy, marketing mix of product, price, place, and promotion. The marketing process involves developing the plan, implementing it, and evaluating and controlling the results.

1. MARKETING STRATEGIES

2. Strategic Marketing
Strategic marketing management is concerned with how we will
create value for the customer
Asks two main questions
 What is the organization’s main activity at a
particular time? – Customer Value
 What are its primary goals and how will these be
achieved? – how will this value be delivered

3. Strategic Planning
 Strategic Planning is the managerial process of
creating and maintaining a fit between the
organization’s objectives and resources and the
evolving market opportunities.
 Also called Strategic Management Process
 All organizations have this
 Can be Formal or Informal

4. The Strategic-Planning, Implementation,
and Control Process

5. 5
External environment
(Opportunity &
Threat analysis)
Internal Environment
(Strength/ Weakness analysis)
Goal FormulationBusiness Mission

6. 6
Environmental Analysis
Internal AnalysisCompetitor
Customer
Supplier
Regulatory
Social/ Political
Technology Know-How
Manufacturing Know-How
Marketing Know-How
Distribution Know-How
Logistics
Strength & Weaknesses
Identity Core Competencies
Opportunities & Threats
Identify opportunity
Fit internal Competencies with external opportunities
Firm Strategies

7.  A written document that acts as a guidebook of
marketing activities for the marketing manager

8. 8
CONTENTS of MARKETING PLAN
Business Mission Statement
Objectives
Situation Analysis (SWOT)
Marketing Strategy
 Target Market Strategy
 Marketing Mix
 Positioning
 Product
 Promotion
 Price
 Place – Distribution
 People
 Process
Implementation, Evaluation and Control

9. The Marketing Process
Business
Mission
Statemen
t
Objective
s
Situation
or SWOT
Analysis
Implementation
Evaluation, Control
Target Market
Strategy
Marketing Strategy
Product
Promotion
Place/Distribution
Price
Marketing Mix

10. Thank you