POM

1. PRINCIPLES
OF
MARKETING

3. strategy and tactics are two
common terms in a business
environment but
unfortunately used
interchangeably.

4. both differ but UNITE for the
SAME PURPOSE of
guaranteeing the planning
process's success.

5. Tactics – are specific ACTIONS
to be taken in implementing a
strategy
Strategy – is a PLAN for
reaching a specific goal!

6. Strategic Planning
Management process of creating &
maintaining fit between the
objectives & resources of org. &
the changing marketing
opportunities.

7. Strategic Planning
GOAL?
Long-term profitability & growth of the
company.
- Means that there is a need for long-term
commitment of resources in order to make
strategic decisions.

8. Strategic Planning
From the standpoint of Marketing
Strat. Planning might help to
identify new market opportunities
as well as new competitive threats.

9. Strategic Planning Process
Defining the Corporate Mission
Environmental Scanning
Goal Formulation
Implementation
Feedback and Control

10. Tactical Planning
Is a short-range planning that
emphasizes the current operations
of various parts of the organization.
- Usually developed in the areas of production, marketing,
personnel, finance & plant facilities