The document discusses the importance of strategic alignment between the marketing department and other organizational functions. It states that the marketing department must consider the company's objectives and operating environment in strategic planning. The marketing plan is described as a management tool used to establish goals, methods, and timelines to achieve objectives. A five-step strategic planning process for marketing is outlined, including analyzing the situation, setting objectives, determining positioning and competitive advantages, identifying target markets and demands, and developing the marketing mix.

1. STRATEGIC ALIGNMENT
MARKETING DEPARTMENT
Gloria Fernanda Estrada Pineda

2. Abstract
The marketing department can not be understood as an element isolated organization other
functional areas as part of a whole, that whole allows the organization to perform their tasks
well, all areas of the organization interact allowing the company to maintain a balance giving
meaning to their existence.
In strategic planning marketing department must take into account the objectives and the
scenario in which the company is working, showing that every organization must never forget
how important it is to determine useful strategies to use in your target market, remembering
that these existing processes demonstrate changes in the environment of each organization
because of globalization.
Strategic planning is a dynamic process of developing a set of general rules that describe both
the type of organization that is desired and guides specific action to guide the design and
implementation of specific plans that allow the scope of objectives and goals.

3. Introduction
Marketing has long been an important role in the direction and management of
organizations; for years it became an indispensable tool for businesses as it evolved the
way we see the market and not only that also resources, methods and market related
techniques were created enabling those in charge of different areas of organizations
evaluate and make better decisions to develop their tasks efficiently.
The purpose of this task is to highlight the importance of strategic alignment in the
marketing department to discuss approaches to the new managers of organizations
consider this concept for future management decisions.

4. Development of the topic
The marketing plan is a management tool that companies throughout time have used to establish
the next steps, methodologies and time to achieve their target objectives.
The strategies of the organization represent comprehensive action plans through which
companies seek to fulfill their mission and achieve their goals. The strategies are chosen for the
whole company, if it is small and has a single product or whether it is a large company with many
products or units, all in order to have an order in the form of serving as company.
After planning for the company as a whole, the administration seeks to make plans for each major
functional area. Including Marketing.
One of the instrumental functions of strategic planning is to balance three types of force:
■ The mission of the organization.
■ Opportunities and threats facing the organization and that come from the external
environment.
■ The strengths and weaknesses of the internal environment of the organization.

5. Marketing strategic planning is a five-step process:
Analysis of the situation:
It is to examine where he has been the marketing program of the company, as has worked
and that is likely to face in the years to come.
With the above determine whether to revise the old design new plans or to achieve the
objectives of the company (forces of the external environment and internal resources are
analyzed)
Marketing objectives:
The next step in strategic planning is to determine the objectives Marketing. The goal of
marketing maintains a close relationship with goals and strategies throughout the
company.

6. Positioning and differential advantage:
This covers two decisions:
■ How to position a product in the market
■ How to distinguish it from its competitors (after positioning the product must find a
viable differential advantage)
Target market and market demand:
As companies can not satisfy all segment with different needs, it is necessary to
concentrate on one or a few segments and once selected these markets, the company
must forecast demand.

7. Marketing mix:
To analyze opportunities management must design a marketing mix (4 P's) in order to
please the target market, equally important to meet the marketing objectives of the
organization.
Annual marketing planning:
 Resume strategies and marketing tactics with specific objectives that will reach the
following year.
 He points out what to do with respects to other steps in the administrative process.
 Outlines who is responsible for which activities, when to perform them and how much
time and money you can spend.

8. Planning models:
The different models that support strategic planning can help both the company and the
marketing area only one of these models is the matrix of growth markets.
This model consists of the following:
 Market Penetration: A company tries to sell more their
present to their current markets. Support tactics are
spending more on advertising or personal sales.
 Market Development: A company continues to sell its
existing products but a new market.
 Product Development: a company creates new products to
sell in today's market. These movements are intended to
better serve existing customers and generate more
revenue with them.
 Diversification: The process by which a company spends to
offer new products and entering new markets by investing
directly in new business.

9. Conclusion
Currently all commercial, industrial, services, government and social organizations in most
of the countries are highly exposed to changes and these are given to the need to adjust
to changes in quality, competition and other factors it is affected by globalization today,
which is why every institution should take necessary measures to achieve its objectives
and measures desired goals.

10. Bibliography
■ Juana Doricel Cepeda Mendoza. (2012). Planeación estratégica de marketing. Junio 25,
2012, de Escuela de organización industrial Sitio web:
http://www.eoi.es/blogs/juanadoricelcepeda/2012/01/25/planeacion-estrategica-de-
marketing-2/
■ Trujillo Rodríguez Clara María. (2008, julio 18). Planificación estratégica de marketing
para la gestión organizacional. Recuperado de
http://www.gestiopolis.com/planificacion-estrategica-de-marketing-para-la-gestion-
organizacional/