This document outlines the strategic planning process for an organization's marketing plans, including defining the business mission, analyzing internal and external environments, setting objectives and goals, developing business strategies, preparing and implementing programs, and gathering feedback. It also discusses creating a SWOT analysis and the process for developing marketing plans, which includes analyzing opportunities, researching target markets, designing strategies, and planning and implementing marketing programs and controls.

1. SBU Strategic Planning
Provides the context for the preparation of affiliate marketing the marketing plans for the units products and
services.
1. Defining Business Mission
2. Analyzing External Environment (OT) (economic, demographic, technology, political, legal, socio and cultural,
markets, competitors, collaborators etc.)
3. Analyzing Internal Environment (SW) (competitive advantages, vulnerabilities, positioning)
4. Choosing Objectives and Goals (specific, measurable, achievable and consistent)
5. Developing Business Strategies (cost leadership; differentiation; focus)
6. Preparing Programs
7. Implementing Programs (McKinsey 7-S Framework)
8. Gathering Feedback and Exercising Control
If goal is to grow a business by 15%, what other data are relevant to judge the merits of the goal?
Discussion Topic: Create a SWOT analysis of your own business (business unit).
Marketing Plans
Focus on product and market; focus on detailed marketing strategies for achieving the product's objectives in a
target market.
Consider the difference between strategic marketing and tactical marketing.
Marketing Planning Process includes:
1. Analyzing marketing opportunities
2. Researching and selecting target markets
3. Designing marketing strategies
4. planning marketing programs (marketing mix)
5. implementation and control