Marketing Strategy Planning

By: Michael Salazar

Before do a marketing strategy is relevant to do a marketing plan to know where

is the road that the company needs to follow. Below are the four essential topics that must be covered in the marketing plan.

1. Assess the current situation: (Determine what resources company have available, analyze and summarize the market space, analyze external opportunities and threats, assess the macro environment in terms of social, economic, political, and technological opportunities and challenges). 2. Develop a marketing strategy, including: Business mission and vision, objectives, description of target market and customers and value proposition.

3. Craft a marketing program, by outlining: Product messaging, pricing strategy and promotion plans

4. Determine controls, benchmarks, and measurement processes, including: Budgets and resources, critical success factors and key performance indicators.

Important!!!!!

Is the process that the staff of a company goes through

to create and implement effective marketing strategies.

The aspects that contribute to strategic marketing planning include identifying promotional opportunities and evaluating the marketing opportunities; researching, analyzing and identifying the target markets; developing a strategic position for the company to pursue and how to implement the strategy; preparation and implementation of the marketing plan; and measuring and evaluating the results of the marketing efforts of the company.

What is marketing strategy

planning?

Strategic marketing planning involves combining customer experiences with the overall direction the company wants and needs to take in order to succeed. Strategic marketing planning allows companies to go through the process of identifying what these differences are, and then adjusting marketing messages and presentation of the company and the products and services of the business to meet the individual needs of the different segments of the market.

Companies must design a line of action to guide all processes under one standard to direct and guide the organization . The result of a strategic alignment must be shared by the management and operating team of the company .

For this, the company must ensure that their

employees know the goals , processes and systems.

The function is to periodically review the strategies of the marketing department in order to change strategies that are bad and save time and money

The function

1. Define the mission of the organization

2. Analyze the situation.

3. Ask the objectives of the organization.

4. Choose the strategies to achieve these objectives

Steps of strategic planning

The objective of the measurement methods are quantized how

well aligned business decisions with strategies:

1. Rate each item used to meet the strategic objectives in a numbered scale ( one to five, where one is unacceptable five is acceptable ) 2. Overall rating of the strategy for an average of all individual ratings created. 3. Establishes an average percentage or score to determine the success of strategic alignment

And the products that do not meet this criterion should be reevaluated and potentially changed.

The strategic alignment measures

Tool that has been helping clients and teams stay focused in their

marketing efforts and also hurdle communication and goal alignment challenges.

Timeframe: How long company will focus on the specific components Meaning Beyond Money: The higher purpose that company is meant to

achieve. Why We're Different: A short list that defines the valuable characteristics

unique of the company. The Value Company Provide: A clearly communicated statement that helps

customers understand what company do and gives them reason to choose it over the competition.

What Company Trying to Accomplish: The goals that the company are working to accomplish.

Who Our Customers Are: The very specific audience groups that the company working to earn and retain.

How Company Helping Customers: The things company doing to remain relevant in customers' lives.

What's Important Now: The most important things that company needs to focus on over the next 90 days in order to accomplish goals and move the company forward.

“Focus Canvas”

McDuffe, B.. (January 14, 2014 ). Go “Back to the Future” with

Strategic Marketing Plans. February 29, 2016, de Content Marketing Strategy Sitio web: http://contentmarketinginstitute.com/2014/01/back-to-future-strategic-marketing-plan/

Fogelson, M. . (June 17th, 2015). How to Align Your Entire Company with Your Marketing Strategy . February 29, 2016, de Moz Sitio web: https://moz.com/blog/how-to-align-your-entire-company-with-your-marketing-strategy

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References